Media Effects Theories

How audiences are affected to what is on screen.

Audience readings (understanding’s)

According to Stuart Hall said there are three types of reading, encoding and decoding.

Preferred = How the producer/director/writer wants you to understand the story-line.

Oppositional = Opposite of what you’re supposed to do.

Negotiated – Depending on who you are and your experiences – you perceive things according to your own negotiation with the world.

Hypodermic model (or stimulus-response model) or bullet theory (NOT magic bullet theory) = Injects media into your brain (theory) who are powerless to resist.

Social learning theory – We copy what we see on TV or from other people.


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