Category: Media Effects Theories

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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