Attitude Online: Pandemic 2, audience and fandom

Audience theory on Attitude

1. Albert Bandura: Media effects
1. Suggests media can implant ideas in the mind of the audience directly
2. With the constant immersive gay nature of the website could probably enforce the ideology that all gay men like to read magazines only about gay people and their lives
3. Bandura would have believed that if a straight man was constantly browsing this website, it would make him gay or rather act in a more stereotypical feminine way
2. George Gerbner: Cultivation
1. Being exposed to repeated patterns of representation over long periods of time can influence people and how they perceive others and things
3. Stuart Hall: Reception Theory
1. To view a media product is a process involving encoding by producers and decoded by audiences (audiences can interpret the media product different ways)
1. the preferred reading for Attitude is to accept gay rights  and that for a gay audience, it is to be received as a informational and leisure guide for gay people?
2. The negotiated reading could possibly be different peoples way they perceive gay men, some people believe that they very feminine and camp but others would so that they would be as masculine and your average stereotypical man
3. oppositional reading is that gay people have terrible lives and that its not ok to be gay, the magazine displays evidence that shows this etc etc
4. Abberrant reading can be that this is just a magazine for gay men and women to gawk at
4. Henry Jenkins: Fandom
1. Group of people devoted to a media product
2. 
   
5. Clay Shirky: 'End of audience' theories
1. Media consumers have now become producers such as youtube

• Audiences are likely to be influenced by an ideology after being exposed to it over time
• Audiences can form an intense bond with a media product, and use it to define their life
• Audiences can increasingly 'speak back' to a media product, and are more of a producer than an audience member
• Media products can easily manipulate the ideology of an audience member
• Audiences can chose many different ways to how they respond to the ideology of the producer