All Media Theories !! Flashcards
Who’s theory is the semiotic theory??
Roland Barthes
What’s the semiotic theory??
Media products are embedded by codes that create meaning.
- Enigma
- Action
- Semantic
- Symbolic
- Referential
Who’s theory is the theory of structuralism??
Claude Levi-Strauss
What is the theory of structuralism??
Meaning is dependent upon pairs of binary oppositions
Who’s theory is the theory of representation??
Stuart Hall
What is the theory of representation??
The idea of stereotyping (reduces people to a few simple characteristics or traits)
Who’s theory is the theory of identity??
David Gauntlett
What is the theory of identity??
The media provides the audience with ‘tools’ to construct our identities with
Which 2 women created the 2 feminist theories??
bell hooks
Van Zoonen
What is Van Zoonen’s feminist theory??
- The display of women’s bodies as objects is a core element of western patriarchal culture
- The male body is often portrayed as a spectacle
What is bell hooks’ feminist theory??
- Feminism is a political commitment rather than a lifestyle choice
- Race, class & sex determine the extent to which an individual is exploited or discriminated
What’s the postcolonial theory??
- Colonial discourses continue to inform contemporary attitudes to race and ethnicity in the postcolonial era
- Civilisationism constructs racial hierarchies and sets up binary oppositions based on notions of otherness
- We trust those that we ‘recognise’ better (e.g. female more likely to sit with females)
Who’s theory is the end of audience theory??
Clay Shirky
What is the end of audience theory??
Traditional passive audiences have become active content creators
Who’s theory is the media effects theory??
Bandura
What is the media effects theory??
(Bobo doll experiment)
- The media can directly implant ideas in the mind of the audience
- Audiences acquire attitudes, emotional responses and new styles of conduct through modelling
Who’s theory is the fandom theory??
Henry Jenkins
What is the fandom theory??
Fans are active participants of the construction and circulation of textual meanings.
Textual poaching (fans take and interpret media texts in ways not intended by the media producer)
Who’s theory is the theory of postmodernism??
Baudrillard
What is the theory of postmodernism??
In a post-modern world, media products create ‘representations’ of reality and call them ‘simulacra’
Suggests audiences can’t tell the difference between these simulacra and reality
Who’s theory is the male gaze theory??
Laura Mulvey
What is the male gaze theory??
The representation of women as objects feeds the demand of male audiences.
- Women are objectified because heterosexual men are in control of the camera
- Women are considered the passive gender (to be looked at) and men are the active gender (to do the looking)
