notes

1. Notes
Two step flow model- Katz & Lazars field (opinion leader): the two-step flow model says that most
people's opinions are influenced by opinion leader, who are usually influenced by mass media.
Cultivationtheory –Gerbner:repeatedmessages. Gerbner'stheorydefinition“cultivationtheorysays
that people gradually come to accept the view of the world as portrayed on television as a true
representation of reality – and adapt their hopes, fears and understandings accordingly.”
Postmodernism – Baudrillard (hyperreality)
Mediatedversionprovidesmediatedversionof ourselvesonline.Noone iswhotheyare fullyonline.
Preferring to live and spend more time online instead of going out.
Uses and gratification theory - (Katz & blumler): escapism and entertainment. This could be usedto
create personal relationshipswithpeople.Usingmediaasa tool to construct our identity.Pickn mix
(using a variety of media products).
Fandom theory: when the fans produce their own theories about a specific product. For example,
marvel fanswhenthe newspidermantrailercame out theyproducedtheirown plotto the film.Fan
fiction and fan art is similar.
Reception theory: three different opinions on something, how audiences interpret a message.
Preferredreadingthismeansthatthe audience 100% agreesto the interpretedmessage.Negotiated
reading: audience will have partly disagreed (50 50). Proposition reading: 100 disagrees with the
message.
End of audiences: where me as a consumer becomes a prosumer. A consumer is how you engage
within media products.A prosumer is where they start to engage with the product and create their
own content.