6) Theories + Theorists Flashcards
MEDIA LANGUAGE
Who’s theory is semiotics?
Briefly explain the semiotics theory
Barthes
Barth’s believes that media produces meanings through a system of signs and codes causing the audience to understand that meaning
MEDIA LANGUAGE
How does the semiotics theory apply to the Tide advert?
. 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
MEDIA LANGUAGE
How does the semiotics theory apply to Super Human?
. 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
MEDIA LANGUAGE
How does the semiotics theory apply yo Kiss Of The Vampire?
. 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
REPRESENTATION
Who’s theory is stereotypes?
Briefly explain the stereotypes theory
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
REPRESENTATION
How does the stereotypes theory apply to Tide?
. woman hugging box of tide - shows stereotype of women as housewives who love cleaning, created by the patriarchy to keep women at home
REPRESENTATION
How does the stereotypes theory apply to Super Human?
. 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
REPRESENTATION
How does the stereotypes theory apply to Kiss Of The Vampire?
. 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
REPRESENTATION
Who’s theory is Feminist Critique of Gender Binary?
Briefly explain the Feminist Critique of Gender binary theory
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
REPRESENTATION
How does the Feminist Critique of Gender Binary theory apply to Tide?
. 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
REPRESENTATION
How does the Feminist Critique of Gender binary apply to Super Human?
. women are shown as active, powerful and represented in sports, creating a positive representation in the media
REPRESENTATION
How does the Feminist Critique of Gender Binary theory apply to Kiss Of The Vampire?
. 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
AUDIENCES
Who’s theory is the Reception theory?
Briefly explain the Reception theory
Hall’s
Media has a preferred reading, oppositional reading and a negotiated reading which all depend on the audiences beliefs, values and attitude
AUDIENCE
How does the reception theory apply to Tide?
. 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
AUDIENCES
How does reception theory apply to Super human?
. 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
AUDIENCES
Who’s theory is Cultivation theory?
Briefly explain the cultivation theory
Gerbner’s
Media repeats representations over and over causing them to build up eventually changing our perception and behaviour over time
AUDIENCES
How does the cultivation theory apply to Tide?
. women represented in media as submissive, passive, weak housewives and mothers making it the norm in society
AUDIENCES
How does the cultivation theory apply to super Human?
. 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
MEDIA INDUSTRIES
Whos theory is Media Cultural Industries?
Briefly explain this theory…
. 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
MEDIA INDUSTRIES
How does the Media Cultural Industries theory apply to I Daniel Blake?
. 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
MEDIA INDUSTRIES
How does the Media Cultural Industries theory apply to Black Panther?
. 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
MEDIA INDUSTRIES
Who’s theory is Regulation?
Briefly explain this theory…
. Livingstone + Lunt
. Regulation in media is difficult as active consumers need choice + passive consumers need protecting from harm + influence
MEDIA INDUSTRIES
How does the Regulation theory apply to I Daniel Blake?
. 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
MEDIA INDUSTRIES
How does the Regulation theory apply to Black Panther?
. 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
AUDIENCES
How does Reception Theory apply to The Mirror?
. 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
AUDIENCES
How does Reception Theory apply to The Times?
. 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
AUDIENCES
How does Cultivation Theory apply to The Mirror?
. Cultivates Left Wing ideologies
. Cultivates Alternative ideologies
AUDIENCES
How does Cultivation Theory apply to The Times?
. Cultivates Right Wing ideologies
. Cultivates Dominant ideologies
MEDIA INDUSTRIES
How does the Media and Cultural Industries Theory apply to The Mirror?
. Owned by a conglomerate
. only 2/10 of the top 10 newspapers are left 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
MEDIA INDUSTRIES
How does the Media and Cultural Industries Theory apply to The Times?
. 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
MEDIA INDUSTRIES
How does regulation theory apply to Newspapers in general?
- Regulation of newspapers is a struggle as newspapers have different ideologies so provide biased news
- Regulation is subjectively harmful as …
- Advances is technology mean more people get there news online rather than read newspapers
