Audience - Hall, Bandura, Gerbner AUDIENCE, THEORY apply them to contemporary media texts (last 5 years)

 media effects and Albert Bandura

• the idea that the media can implant ideas in the mind of the audience directly.
• the idea that audiences acquire attitudes, emotional responses and new styles of conduct through modeling 
• the idea that media representations of transgression can lead audience members to imitate those forms if behavior .

George Gerbner drip-drip 

• the idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them.
• the idea that cultivation reinforces mainstream values.