Chloe Booth A level Media

My own research He believes that audiences are no longer passive. ( we wont watch things and let them wash over us not really taking thing in). He believes audiences are now more active, wanting to interact with the media (wanting to interact and share and to like and comment, because of technology.) Shirky believes this is because technology has changed out expectations and behaviour. (made us more active. We now expect to be able to share contents and like and comment, we expect a level of interaction with products.) Skirky believes that audiences like to 'speak back' to producers of the media.  (it used to be producers at the top of this hierarchy and audiences at the bottom and we would have to wait for producers to send us their products, movies, TV programmes and magazines. Now because of twitter and Instagram we can interact with the people who make the content, we can tell them what we like and dislike, because of this there is more equality of power.  N...

George Gurbner's cultivation theory The media generally tends to repeat representations of people or groups of people over and over again. The effects of the media build up over time.  If you were to see a group of people being violent once you might ignore it and not believe it is the case in real life, but if you see this over and over again in TV, films, newspapers, eventually you as an audience may start to believe it is actually true. The effect of that representation is going to be bigger on you. You will start to except it as realistic and you are going to do that because it has been ingrained in your brain over days, months, years and seeing lots of the same thing. Gurbner believes that these repeated representations cultivate or grow are ideas and change perceptions over time and also what they do it create an idea in mainstream in what are dominant ideologies.  The cultivation of effects of the media can change the dominant ideologies of society. So if we st...