Audience and manipulation

Audience is the people who uses the media product, we can divide the audience through sex, age, race etc. These groups are called demographics.

Audiences are:

  • changed 
  • pleased
  • displeased
  • influenced 
  • shaped
  • convinced 
  • angered 
Key Theory 15-Albert Bandura- Media effects

The effect model, AKA the hypodermic needle model. The needle is a representation of the ideology of the media, and the the head is a representation of the a passive audience. The ideology goes to the audience's head without their consent. 

Key Theory 16- George Gerbner- Cultivation Theory 


the ideal prolonged and heavy exposure to "[tv]...cultivate", as in grows or develops in audiences "a view of the world consistent with the dominant or majority view expounded by television"

Advantages/Disadvantages:

  • the theory is outdated as it was in 1970s
  • has a lot of element of truth in it 
  • it is very simple 
  • we don't agree what the media is showing
  • he looked at young male who looked at tv 6hrs a day 
  • more access to things now, than then 
"Hegemony is the accepted rules of society"



this hegemony norm of hairless leg ideology cultivates us through model, family, media.

 Key Theory 17- Stuart Hall- Reception Theory 

 How the audience take in media product, and the ideology of the producer. 

 Preferred Reading: 

  • The 'right' reading of a text, which can be enforced by positioning 
  • this concept has to be approached carefully: often texts intentionally have multiple meanings/readings, and of course as we have discovered, audiences potentially get whatever they want out of the media text. 

Dominant/Preferred Reading: audience agree with the ideology of the producer
Oppositional Reading: audience completely disagree with the ideology of the producer
Negotiated Reading: audience generally agrees with what they see, may disagree with certain aspects








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