Media Effects - Albert Bandura

Albert Bandura’s theory of media effects emphasises how media can directly influence the attitudes and behaviours of its audience through modeling. Bandura argues that media representations of behaviours, especially those that are transgressive such as violence or aggression, can lead viewers to imitate these behaviours. He asserts, "Media portrayals of violence can serve as a form of social learning, where audiences learn and replicate aggressive behaviour patterns" (Bandura, 2001). Bandura’s research suggests that exposure to media content depicting violent or aggressive behaviour can have a significant impact on viewers, particularly when such behaviours are portrayed as successful or rewarding. This theory highlights the power of media in shaping audience attitudes and behaviours by providing models for imitation. By understanding how media can influence individuals’ conduct through exposure to certain behaviours, this theory sheds light on the potential consequences of media content on societal behavior.

 

Useful For: Analysing how media representations of behaviour, such as violence or aggression, might influence audience attitudes and actions.

​

Cultivation Theory - George Gerbner

George Gerbner’s Cultivation Theory posits that prolonged exposure to media representations can shape viewers’ perceptions of the world, reinforcing dominant ideologies and mainstream values. Gerbner explains, "The more people are exposed to media content, the more their perceptions of reality are shaped by that content, reinforcing prevailing societal norms and values" (Gerbner, 1998). This theory suggests that repeated media portrayals of certain themes or viewpoints can cultivate specific beliefs and attitudes among audiences, which may align with the dominant cultural and societal values. For example, frequent exposure to media portrayals of crime can lead viewers to believe that the world is more dangerous than it is. Gerbner’s theory is significant in understanding how media consumption influences public perceptions and contributes to the reinforcement of existing social norms and ideologies.

​

Useful For: Examining how long-term exposure to media content can shape and reinforce societal views and opinions.

​

Reception Theory - Stuart Hall

Stuart Hall’s Reception Theory explores how audiences interpret media messages based on their own experiences and contexts. Hall identifies three hypothetical positions for decoding messages: the dominant-hegemonic position, where the audience fully accepts the intended meaning; the negotiated position, where the audience accepts the message in general but adapts it to fit their own context; and the oppositional position, where the audience understands the message but rejects or disagrees with it. Hall explains, "Audience members decode media messages in diverse ways, influenced by their own social contexts and personal experiences" (Hall, 1980). This theory highlights the active role of audiences in interpreting media content, emphasizing that meaning is not solely constructed by media producers but is also shaped by how audiences engage with and interpret these messages.

 

Useful For: Understanding how different audiences might interpret media messages in various ways based on their own perspectives and experiences.

​

Fandom - Henry Jenkins

Henry Jenkins’ theory of fandom examines how fans engage with media texts as active participants rather than passive consumers. Jenkins argues that fans actively construct and circulate meanings through practices like "textual poaching," where they appropriate and reinterpret media texts in ways not originally intended by producers. He notes, "Fans are not passive consumers but active creators who borrow and transform media content to construct their own cultural identities and communities" (Jenkins, 2006). This theory highlights the role of fans in shaping media culture, using media texts to express their own identities and participate in a broader participatory culture. Jenkins’ work emphasizes the social dimension of fandom and how fan practices contribute to the evolution of media narratives and cultural meanings.

 

Useful For: Exploring how fans interact with and reinterpret media texts, and how they contribute to the creation of cultural and social identities.

​

‘End of Audience’ Theories - Clay Shirky

Clay Shirky’s ‘End of Audience’ theories propose that the advent of the Internet and digital technologies has transformed the traditional media audience from passive consumers into active producers and contributors. Shirky argues, "The Internet has shifted the dynamics between media and individuals, turning passive audience members into active participants who create, share, and critique content" (Shirky, 2008). This theory suggests that digital technologies have empowered individuals to engage with media in new ways, such as producing their own content, responding to media, and participating in online communities. Shirky’s work reflects the significant shift in how audiences interact with media, highlighting the growing role of user-generated content and the interactive nature of modern media consumption.

​

Useful For: Analysing how digital technologies and the Internet have changed the relationship between media producers and consumers, leading to a more interactive and participatory media environment.