He thinks audiences might take a:
• Preferred reading - where they accept the messages in the product
• Oppositional Reading - where they reject the messages in the product
• Negotiated Reading - where they partially accept and partially reject the messages in the text

A theory which suggests that active audiences USE the media for different reasons. 

They think audiences are active and that the media plays a "function" for audiences. They think the main functions of the media are:
• Personal Identity
• Entertainment
• Information
• Social Interaction/Interaction

Blumler & Katz's Uses & Gratifications Theory

An advertising agency which suggests that audiences can all be classified by their different personalities and behaviours. They have several main categories that help them target audiences in different specific ways:

Explorer - needs new experiences and liked discovery
Aspirer - materialistic, worries about what other people think of their superficial qualities
Mainstream - enjoy family values, and value for money. Enjoy security.
Resigned - enjoy tradition, nostalgia and survival

Young and Rubicam's Audience Classification System - The Four Cs

Sometimes this theory is referred to as the FOUR Cs because their audience research was called the Cross Cultural Consumer Characteristics.

carried out the Bobo Doll experiment and believed that:
- the idea that the media can implant ideas in the mind of the audience directly
- the idea that audiences acquire attitudes, emotional responses and new styles of
conduct through modelling
- the idea that media representations of transgressive behaviour, such as violence or
physical aggression, can lead audience members to imitate those forms of
behaviour.

He believes that fans are active participants in the construction and circulation of textual meanings

He believes that fans take media texts, and sometimes interpret them / use them in ways which were not intended by the producers and he calls this 'textual poaching'.

Genres may be dominated by repetition, but are also marked by difference, variation, and change

Genres change, develop, and vary, as they borrow from and overlap with one another

Genres exist within specific economic, institutional and industrial contexts.

Genre theory - Steve Neale(Media Language)

The media is controlled by a small number of companies primarily driven by the logic of profit and power

Media concentration generally limits or inhibits variety, creativity and quality

More socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions.

Audiences acquire attitudes, emotional responses and new styles of conduct through modelling

Media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour.

Exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them (i.e. encouraging the growth of particular views and opinions)

This repeated exposure reinforces mainstream values (dominant ideologies).

George Gerbner's "Cultivation Theory" (Audience)

English (UK)

Media studies flashcards to help those who are currently studying the subject as an a level or gcse subject.

Media studies theories (part 3)

Flashcards

Media studies theories (part 3)

WJEC A-Level Tide Print Advert Condensed Revision Notes

A Level Media Theories

MEDIA STUDIES tide representation

A Level Media - Kiss Of The Vampire notes

A-Level Media | Kiss Of The Vampire

WJEC A-Level Kiss of the Vampire Film Poster Condensed Revision Notes