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What is the cultivation theory?

The audience become desensitised through over familiarity

An active audience that uses the text to gratify needs

Where people shout out “CULT CULT CULT” when watching television.

Who founded the Reception Theory?

Laura MulveyReceptionists Stuart Hall

What is an oppositional reading?

When the viewer reads the text as was intended (decoded correctly)

When the viewer puts his/her own interpretation to the text

When the audiences are passive and act like robots.

What are elements of the Uses and Gratifications Model?

Flour, Eggs, Water, Milk, Sugar and Chocolate

Entertainment, Social Interaction, Escapism, Education(Audiences are active)

The BoBo Doll.

“Opinions from leaders are selective, and they pass their messages to audiences via social media. This gets their view across/encourages higher

consumption of their text ”

Prime ministers Question Time

Two Step Flow Uses and Gratifications Theory

“Female audiences do not have agency to move plots forward, but are represented as objects of erotic desire for characters within media text”

Who said this?

Katz and BlulmerLaura Mulvey Barak Obama

What pieces of coursework must you consider and analyse?

TV Advert and/or Pitch

Thriller and/or Music Video

Thriller and/or Soundscape