16.11

 primary audience - audience whom the media product is aimed at
secondary audience - 

encoding - where the producer puts meaning into the media product
decoding- where the audience takes meaning from the media product

gender
age
location
class

too much media:
addicted
bored of it
buying more

albert bandura - media effects
hypodermic needle model - passive model of audience theory - passive people let stuff happen to us - monkey see monkey do - not always 100% correct as people react to media in different ways

george gerbner - cultivation theory 
the idea that prolonged and heavy expose to [tv] cultivates - as in grows or develops in audiences "a view of the world consistent with the dominant or majority view expounded by television

television present a mainstream view of culture, ignoring everything else
-in doing to, television "distorts reality"
heavy television users are therefore more likely to accept this edited and distorted view of reality 
issue is that not everyone watches excessive amounts of tv
similar to the effects model
while this theory may have been useful in the 70s with only 3 channels, the ridiculous amount of ways we have of accessing media now challenges the idea that any ideology can be mainstream?

keep seeing it - reinforcing this ideology 

stereotypically hegemonically attractive