Stuart Hall's reception theory
This theory suggests that media texts contain a variety of messages that are encoded by producers and then decoded by the audience
Dominant/ preferred meanings
This is when the producer wants the audience to read the media text how it actually is
Negotiated meaning
Oppositional meaning
George Gerbner
The idea that exposure to repeated patterns of representation over a period of time can shape and influence the way in which people perceive the world around them
The basic idea is that your behaviour and how you conduct yourself reflects the media you consume
For example, people who frequently view violent crime documentaries are much more likely to be afraid of walking home at night
Bandura's social learning theory
According to this theory, we observe, assimilate, and imitate others' behaviours when witnessing positive or rewarding experiences
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