AUDIENCE

Frankfurt school + effects model 

 Worried about the possible effects of mass media.
Effects Model considered that individuals in society were susceptible to media messages.
Media is hypodermic syringe.
Media injected thoughts.
accepted without question.

CULTIVATION THEORY - 

Audiences watch more + more they develop certain views about the world - some are false.

DESENTISISATION - 

Less sensitive to violence + abuse.

NOT DIRECT

NOT PASSIVE 

ABERCROMBIE - 

Not blank they have prior beliefs which determine how effective media messages are.

DAVID MORLEY - 

Different main kinds of readings 

DOMINANT - 

Shares the programmes codes + fully accepts the programmes preffered reading 

NEGOTIATED - 

partially shares programmes code + accepts the preffered reading.reflects position + interests.

OPPOSITIONAL - 

Does not share any and create new interpretation.

HART - meaning is in the reading.audiences are needed to create a meaning.range of meanings.

STUART HALL - 

Texts a encoded with a preferred meaning.Audiences are active.