Bandura’s theory suggests that individuals learn by observing other, imitating behaviours and receiving reinforcement like punishment for theory actions. Putting this is the context of media audiences, he believes that media portrayals can influence the audience’s behaviour by providing them with models to imitate. Bandura’s view is different from Shirky and Jenkins view of media audiences because Shirky and Jenkins argue that media audiences don’t just passively absorb the media they are consuming but they rather actively share and remix it in complex ways. In conclusion, they all achnolage the active role of audiences engaging with media, but they differ in how they do it.