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Media Studies > 6) Theories + Theorists > Flashcards

6) Theories + Theorists Flashcards

1
Q

MEDIA LANGUAGE
Who’s theory is semiotics?
Briefly explain the semiotics theory

A

Barthes
Barth’s believes that media produces meanings through a system of signs and codes causing the audience to understand that meaning

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2
Q

MEDIA LANGUAGE
How does the semiotics theory apply to the Tide advert?

A

. there is a woman smiling hugging a box of Tide - we understand she loves Tide
. the woman is wearing an apron - we understand she is a housewife
. there are only women on the advert - we know the target audience is women

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3
Q

MEDIA LANGUAGE
How does the semiotics theory apply to Super Human?

A

. we see Ellie Simmons dragging a large medal as she swims - we understand that her past achievements + stress are her burdens not her disability
. we see red, blue and white - we know they are supporting GB without using the Union Jack

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4
Q

MEDIA LANGUAGE
How does the semiotics theory apply yo Kiss Of The Vampire?

A

. we see a vampire in red lighting - we assume he is the antagonist
. we see 2 victims who are passive - we understand this is part of the plot

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5
Q

REPRESENTATION
Who’s theory is stereotypes?
Briefly explain the stereotypes theory

A

Hall’s
Stereotypes reduce a group of people to having the same characteristic, and these are created by those in power to keep and maintain their power

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6
Q

REPRESENTATION
How does the stereotypes theory apply to Tide?

A

. woman hugging box of tide - shows stereotype of women as housewives who love cleaning, created by the patriarchy to keep women at home

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7
Q

REPRESENTATION
How does the stereotypes theory apply to Super Human?

A

. opposes the stereotypes of disability as an inability and a burden, instead it shows we should not be ableist, and should support them and be inspired

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8
Q

REPRESENTATION
How does the stereotypes theory apply to Kiss Of The Vampire?

A

. uses the stereotype of Eastern Europe as a barren wasteland
. uses stereotype of Eastern Europeans as evil/villains
. uses stereotype of women as weak and passive, but opposes this with an active woman

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9
Q

REPRESENTATION
Who’s theory is Feminist Critique of Gender Binary?
Briefly explain the Feminist Critique of Gender binary theory

A

Van Zoonan’s
She believes that we get our ideas of gender through how it is represented in the media, for women they are objectified due to the patriarchal society

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10
Q

REPRESENTATION
How does the Feminist Critique of Gender Binary theory apply to Tide?

A

. the woman in the tide advert is pretty and loves being a housewife, leading the female audience to believe this is what women should be
. this idea is created by the patriarchy to keep women obedient and at home

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11
Q

REPRESENTATION
How does the Feminist Critique of Gender binary apply to Super Human?

A

. women are shown as active, powerful and represented in sports, creating a positive representation in the media

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12
Q

REPRESENTATION
How does the Feminist Critique of Gender Binary theory apply to Kiss Of The Vampire?

A

. the female victim is objectified, representing how women are objectified in media and used as advertisement to draw an audience
. men in the patriarchy sexualise women to degrade them

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13
Q

AUDIENCES
Who’s theory is the Reception theory?
Briefly explain the Reception theory

A

Hall’s
Media has a preferred reading, oppositional reading and a negotiated reading which all depend on the audiences beliefs, values and attitude

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14
Q

AUDIENCE
How does the reception theory apply to Tide?

A

. preferred reading - producer wants us to think tide is fun and playful
. oppositional reading - it is actually sexist and patriarchal
negotiated reading - tide is sexist but its a good wash product

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15
Q

AUDIENCES
How does reception theory apply to Super human?

A

. preferred reading - producer wants us to think it is representing disability and debunking stereotypes
. oppositional reading - using disability as entertainment
. negotiated reading - it may be representing disability however it appears to be using it as entertainment

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16
Q

AUDIENCES
Who’s theory is Cultivation theory?
Briefly explain the cultivation theory

A

Gerbner’s
Media repeats representations over and over causing them to build up eventually changing our perception and behaviour over time

17
Q

AUDIENCES
How does the cultivation theory apply to Tide?

A

. women represented in media as submissive, passive, weak housewives and mothers making it the norm in society

18
Q

AUDIENCES
How does the cultivation theory apply to super Human?

A

. disability repeatedly represented in the media as a burden we should pity so audiences do, but Super Human opposes this and wants to change this belief

19
Q

MEDIA INDUSTRIES
Whos theory is Media Cultural Industries?
Briefly explain this theory…

A

. Curran + Seaton
. Media Industries are dominated by a small number of conglomerates who are all bout profit + power
. This small number results in a lack of choice, creativity + diversity of product

20
Q

MEDIA INDUSTRIES
How does the Media Cultural Industries theory apply to I Daniel Blake?

A

. I Daniel Blake was made by an independent company
. the focus of I Daniel Blake was the social message not profit or power
. it is an Alternative film (social realism) so provided a more creative + diverse product

21
Q

MEDIA INDUSTRIES
How does the Media Cultural Industries theory apply to Black Panther?

A

. Black Panther was made by a major conglomerate (Disney/Marvel)
. These companies make a lot of products which tend to be the same
. Was a big budget film so profit + power were definite aims

22
Q

MEDIA INDUSTRIES
Who’s theory is Regulation?
Briefly explain this theory…

A

. Livingstone + Lunt
. Regulation in media is difficult as active consumers need choice + passive consumers need protecting from harm + influence

23
Q

MEDIA INDUSTRIES
How does the Regulation theory apply to I Daniel Blake?

A

. I Daniel Blake is a 15 in the UK as it includes sex work + swearing
. This rating seems harsh, but it may be due to the political message it hold that industries want to restrict
. In the US its an 18 but in the Netherlands it is all ages

24
Q

MEDIA INDUSTRIES
How does the Regulation theory apply to Black Panther?

A

. Black Panther is rated a 12 in the UK due to mild violence
. Made a 12 so it has a wider audience = more money
. Why do we give violence a low rating, even though there is no blood or gore? why do we allow youth to watch it
. In Russia its 16+ but in France its all ages

25
Q

AUDIENCES
How does Reception Theory apply to The Mirror?

A

. preferred reading - The Mirror is a left-centre paper which supports the public sector and the working class
. oppositional reading - The Mirror is owned by a conglomerate which is exploiting a target audience (the working class) for profit
. negotiated reading - may present itself as left wing, but is actually exploiting gap in the market OR may be exploiting target audience, but this is an audience that needs representing

26
Q

AUDIENCES
How does Reception Theory apply to The Times?

A

. preferred reading - gives a neutral representation, prioritising information and hard news
. oppositional reading - The Times has right wing ideologies and supports the Conservatives
. negotiated reading - may appear to have no bias, but has a clear opposition to left wing ideologies and Labour

27
Q

AUDIENCES
How does Cultivation Theory apply to The Mirror?

A

. Cultivates Left Wing ideologies
. Cultivates Alternative ideologies

28
Q

AUDIENCES
How does Cultivation Theory apply to The Times?

A

. Cultivates Right Wing ideologies
. Cultivates Dominant ideologies

29
Q

MEDIA INDUSTRIES
How does the Media and Cultural Industries Theory apply to The Mirror?

A

. Owned by a conglomerate
. only 8/10 of the top 10 newspapers are right wing
. the mirror provides a left wing representation creating diversity
. however, it may just be exploiting a gap in the market for logic of profit

30
Q

MEDIA INDUSTRIES
How does the Media and Cultural Industries Theory apply to The Times?

A

. owned by a multinational conglomerate
. Rupert Murdock right wing conservative views
. 8/10 top 10 newspapers are right wing
. controls a lot of media influence, wants profit and power
. lacks diversity

31
Q

MEDIA INDUSTRIES
How does regulation theory apply to Newspapers in general?

A
  1. Regulation of newspapers is a struggle as newspapers have different ideologies so provide biased news
  2. Regulation is subjectively harmful as …
  3. Advances is technology mean more people get there news online rather than read newspapers

Media Studies (8 decks)

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