Adorno - Passive Consumption, Hypodermic Model (Frankturt Schooly):  

A strong argument suggests that audiences may be passively affected by the sexist, violent representations in GTAV as it is a more realist text than other shoot em up action adventure games. Young audiences ultimately may begin to view women differently and think that the aspirational violence 5 acceptable as a means to an end.

 

Martin Barker - Challenging Moral Panics: 

Barker suggests once you have entered into a debate about violent video games for example, you must have already decided about negative media effects.

 

Stanley Cohen - Moral Panics: 

Recent stories about young audiences’ behavior after playing violent video games reflects a common moral panic that some media like the Daily Mail constantly seek to remind it’s readers of.

 

Katz and Blumler - Uses and Gratifications Theory: 

Diflerent audiences gain different pleasures from a media text e.g. Gravity can be enjoyed via diversion or escapism, it can use surveillance to give information to audiences and can also be discussed on forums and blogs as a form of developing personal relationships (common also in video games). Personal Identity can be developed with audiences who relate to certain characters more than others.

 

Katz and Larzasfeld - Two Step Flow Theory: 

Jonathan Ross discussed with his guest Steve Coogan the recent phone hacking scandal and made it clear he had an opinion on the subject. This reflects the Two Step Flow theory where an existing idea or belief is taken on by an opinion leader (as in newspapers as the 'Fourth Estate’.

 

David Gauntlett - Producer as Consumer (Prosumer): 

Media studies students regularly make their own short film productions but are also regular consumers of the media. In doing so, they are both both producer and consumer, blurring the boundaries of traditional media consumptions.

 

George Gerbner - Cultivation Theory: 

The cultivation theory suggests that the more you look at televisions, the more you are likely to believe in the reality of the representation, e.g. believing everything you see and hear on BBC News and not challenging the nature of a contracted text.

 

Stuart Hall - Audience Positioning and Dominant, Negotiated, Oppositional Readings: 

Claims that the reader of media text can identify ideology from three different position or reading.

 

Jeremy Tunstall - Primary, Secondary, Tertiary Audience Engagement:

Watching films in a cinema involve a primary mode of audience engagement as the spectator is immersed with the narrative while watching a program at home on television may involve eating a meal at the same time, texting, using social media or other additional activities. Tertiary audience engagement is using the text as background media like music radio.

 

David Gauntlett - Pick and Mix theory:

Due to the amount of media available, the audience can pick and choose what they want to consume.

 

Stuart Hall - Encoding/Decoding: 

Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. How media messages are produced, disseminated, and interpreted

 

Bandura - Media Fleets: 

Different media have different effects. The new' media offer opportunities for self-directedness.

 

Jenkins - Fandom

Fan readings of professional media often produce oppositional responses to the meanings intended by their creators. Fandoms are visible markers of an audience’s capacity to produce aberrant read- ings of professional media and provide, moreover, substantial evidence that audiences are active media consumers.

 

Shirky - End of audience

The internet roll-out has had an equally revolutionary impact, placing mass communication tools in the hands of audiences, democratising media production so that ordinary people can organize and communicate wide scale social change.