A man named Stuart Hall came up with the idea that communication is a process involving encoding by producers and decoding by audiences and the idea that there are three hypothetical positions from which messages and meanings may be decoded:
- The dominant-hegemonic position: the encoders intended meaning is fully understood and accepted.
- The negotiated position: the legitimacy of the encoders message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoders own individual experiences or context.
- The oppositional postition: the encoders message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way.
Albert Bandura's - Media Effects Theory
A man named Albert Bandura came up with the idea that media can implant ideas in the mind directly and that audiences acquire attitudes, emotional responses and new styles of conduct through modelling. He also had an idea that media representations of transgressive behavior, such as violence or physical aggression, can lead audience members to imitate those forms of behaviors.
George Gerbner - Cultivation theory
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