Galtung and Ruge

George Gerbner - Cultivation Theory

George Gerbner: Theorist - Audience

He stated that the longer you are exposed to ideas in the media the more likely the public are to believe it. This is also known as the 'drip drip theory' as it slowly changes peoples views over time. For example according to the theory people who frequently watch television, are more likely to be influenced by the messages from the world of television, the medias influence goes to such an extent that their world view and perceptions start reflecting what they repeatedly see and hear on television. Television is, therefore, considered to contribute independently to the way people perceive social reality.

 Cultivation Theory -
The idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world round.

The idea that cultivation reinforces mainstream values (dominant ideologies)

Theory

The Hypodermic Syringe Model
Dominant, Negotiated, Oppositional

• Moral Panics
• Hypodermic Needle Theory
• Media effects theory relating to Marilyn Manson and Natural Born Killers

Albert Bandura - Media Effects

Albert Bandura: Theorist - Audience

• The idea that the media can implant ideas in the mind of the audience directly.
• The idea that audiences acquires 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.

Stuart Hall Reception Theory

Stuart Hall - Audience

• Reception Theory - How audiences read a media text
• Preferred Reading: How the creator wants the audience to view the media text.
• Oppositional Reading: Where the intended meaning the text is totally opposed by the reader
• Dominant - When a text is read by the audience in a way that is intended by the creators of the text.
• Negotiated -  This is when a member of the audience partly agrees with part of the product.