Audiences overview quiz - WJEC A-Level Media Studies quiz

Media can influence audiences directly, and modelled behaviour can be imitated

Audiences always reject the messages media send them

Media have no measurable influence on audiences at all

Only print media can influence audiences

The idea that audiences negotiate every message they receive

The idea that media messages are injected into a passive audience that absorbs them

The idea that audiences produce their own media content

The idea that media never affect behaviour

It is the immediate imitation of a behaviour after one viewing

It only applies to live broadcasts

It is the gradual shaping of beliefs through repeated, long-term exposure

It claims media have no influence over time

Oppositional and radical values

Mainstream, hegemonic values and dominant ideology

A complete rejection of all media messages

Only the values of minority subcultures

Encoding by producers and decoding by audiences

Production and distribution

Imitation and rejection

Cultivation and mainstreaming

The preferred (dominant-hegemonic) reading

The negotiated reading

The cultivated reading

The oppositional reading

Because the product changes each time it is shown

Because decoding is shaped by social position such as upbringing, culture, age and class

Because audiences never understand media messages

Because only producers can decode media

Producers stealing ideas from rival companies

Audiences ignoring media texts entirely

Fans appropriating and reworking texts in ways not fully intended by producers

Regulators removing content from a text

By keeping fans isolated from one another

Through participatory activity and shared materials, using subcultural capital to bond

By preventing any discussion of the text

By making fans passive consumers

Audiences have become entirely passive again

Audiences no longer consume any media

Digital media turn consumers into producers who speak back and share content

Media producers have stopped making content

Watching a broadcast in silence

Reading a printed newspaper only

Ignoring all online platforms

Comments sections, internet forums and audience-made blogs and vlogs

Bandura's media effects

Jenkins's fandom

Shirky's end of audience

Hall's reception theory

Bandura, Gerbner and the hypodermic model

Hall, Jenkins and Shirky

Curran and Seaton, Hesmondhalgh and Livingstone and Lunt

Barthes, Todorov and Neale

That audiences never use the internet

That no audience produces any content

That much speaking back is low-level or promotes existing products, and industries still control the platforms

That media industries have completely disappeared

By treating each theory as a complete and final account

By describing the audience without naming any theory

By ignoring the relationship between product and audience

By placing a theory on the passive-to-active spectrum and weighing its limits