Audience Theorists

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 Clay Shirky's End of Audience Theory:

  • There is no longer a passive audience and we are now active audiences due to the advancements of technology
  • Technology has expected us to be productive (share, comment), otherwise audience isn't interested
  • Audiences speak back to producers- tell them what we like (equality of power)
Henry Jenkins Fandom Theory:
  • Audiences are important to the media- they play a key role (share ideas, commenting/tag friends, fans)
  • Textual poaching- Audiences remaking a media product to create their own meaning- Fan fiction, fan reviews etc
  • Improvement in technology has made us create our own media content
  • Audiences can become journalists (filming events on our phones etc)
Albert Bandura's media effects theory(Bobo doll):
  • Children would copy behaviour they saw, in particular violent behaviour.
  • Flaw- Children showed behaviour on the doll aggressively which doesn't necessarily mean they would do that to a real person
  • Media have pressure to show 'correct behaviour' for children
George Gerbner's cultivation theory:
  • Media represent people in different ways- if this representation is repeated a lot then it seems real and the audiences see people the way the media represent them (teenagers are seen as bad influences or violent)
  • They change our ideas/behaviour  over time
  • The cultivation of effects of the media can change the dominant ideologies of society
Stuart Hall's reception theory:
  • Media products are encoded with ideas and the producers hope the readers decode these ideas
  • There are 3 ways in which audiences respond to to media products:
  • There is a preferred meaning- Audience agrees with the message
  • Oppositional reading- Audience don't take on board the message
  • Negotiated Reading- Audience understands the message, accepts some of the message but rejects the rest.
  • They respond in different ways for different reasons- class, gender, age etc

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