With one difference being between their views on active and passive audiences. 

Bandura created the ‘Media Effects’ theory which focuses on the idea that the media can directly ‘implant’ ideas into the mind of audiences. He also believed that audiences acquire attitudes, emotional responses and new styles of conduct through modelling.   

Shirky and Jenkins argued that audience behaviour has progressed from the passive consumption of media texts to a much more interactive experience with the products and each other.