Stuart Hall created a theory that audiences could react in three ways to which we read a media text and its intended message.
- Dominant-This is the exact message they try and sell and people completely agree with it. e.g "Oranges are great" they would fully believe this.
- Negotiated - This type of audience response partly agrees with the message but isn't fully convinced by it.
- Oppositional - Here, Audiences completely disagree with the message they are trying to sell and reject their idea of it.
Steve Neale came up with the idea that genres are instances of repetition and difference (difference is an essential part to the genre economy) and that genres are not systems but processes of systemisation. . He believed that there was a system of expectation and that by using our own knowledge and applying conventions of the genre, the audience should be able to understand/infer the narrative of the storyline. If the film, book etc. must match up to the genres individual conventions and stereotypes to match that genre. And a film must subvert convention enough so it can differ itself from other genres to be considered unique.
Roland Barthes - Semiotics (language)
He researched how audiences interpret what they see. Roland stated " If narratives are episodic this helps our reading. A chain of cause and effect is expected but the audience desires to see a story of morals". He then argued that the audience look for signs to help them interpret the narrative and that these signs are based on the audiences expectations due to their prior knowledge of old tales or myths. How we interpret this is shown:
3.The total of the signifier and signified e.g. how we interpret the combination of signifier and signified.
2.Semiology (the relationship between the signifier and the signified)
1.Signifier (the object) and the signified (the meaning)
Example - The Nike symbol is so recognisable that marketing methods like 'just do it' and the actual word 'Nike' are not needed as the tick now has deeper meanings and can be recognised by itself.
George Gerbner - Cultivation
Cultivation theory states that high frequency viewers of television are more subjected to media messages and they will eventually start to believe that they are real and valid.Their primary focus is on the effects of viewing in the attitudes of the viewer as opposed to created behaviour. And the more people who are exposed to long term effects of media the more they will be effected by it. One of the main topics of the theory is that television and media cultivate the status quo, they do not challenge it. Many times the viewer is unaware the extent to which they absorb media, many times viewing themselves as moderate viewers when, in fact, they are heavy viewers. (Definition from https://masscommtheory.com/theory-overviews/cultivation-theory/)
Albert Bandura - Effects
The idea that media can implant ideas in the mind of the audience directly and that audiences require attitudes emotional responses and new styles of conduct through modelling. Media representations of transgressive behaviour, such as violence or physical aggression can lead to imitate those forms of behaviour and Bandura looks at the direct influence of this. Children observe the people around them behaving in various ways. Children are the biggest influenced people in todays society and they are surrounded by models like parents and teachers etc. who they observe their behaviour and how they react and act so they can imitate. This is illustrated during the famous Bobo doll experiment (Bandura, 1961).
Shirky - End of audience
In the old media producers would addressed atomised consumers where as in the 'new' media every consumer is now a producer - they aren't employees but they 'publish then filter' whereas traditional media producers 'filter then publish'. These amateur producers have different motivations such as valuing autonomy, competence, membership and generosity. User-generated content creates emotional connections between people who care about similar things and now 'the audience' who had predictable behaviour is now gone and replaced with behaviour that is variable across different sites. With some: creating content, synthesising content and consuming content. To conclude the 'old' media created a mass audience the 'new' media gives a platform to people to provide value for each other.
Looks great
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