Audience and Representation Flashcards

(34 cards)

1
Q

What is the Imaginary Entity and what is Harley (1982) ideas?

A

This is used by producers to engage and define the audience.

Gender
Age
Class
Family
Self Image
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2
Q

What is Fiske (1987) Imaginary Entity?

A

Religion
Education
Location
Politics

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3
Q

What is Audience Positioning?

A

The producer trying to get the audience to respond in a particular way

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4
Q

What are the categories and examples of Maslow’s Hierarchy of needs?

A

Self Actualisation - Creativity, Problem solving, acceptance of facts

Esteem- Respected by others, Achievements

Love- Family, Friendship, Sexual

Belonging- Security of Body, employment

Physiological- Water, sex, sleep, food, breathing

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5
Q

What is Mediation?

A

Working on an idea or image to convey a direct message

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6
Q

What is stereotyping?

A

Labelling which involves categorisation and evaluation

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7
Q

What is Tessa Perkins Implicit Theory?

A

. We use a storehouse of knowledge to stereotype people
. If the person doesn’t fit into our stereotype we ignore their traits
. We add past experiences into the labelling of another person
. We make connections between character and traits

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8
Q

What is Stuart Halls Reality through representation theory?

A

Reflective Approach - Aspects of the real world are being represented, media language mirrors the real world

Intentional Approach - Producer of text constructing the world as they see it, polysemic signs

Constructionist Approach - Best described by Stuart hall as the relationship between representations and reality

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9
Q

What is Hegemonic Model?

A

Audiences are passive and are directly influenced by the media product

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10
Q

What is Pluralist Model?

A

Audiences are divert, some passive, some active, some inbetween

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11
Q

What is Antonio Gramsci hegemony theory?

A

Those in power remain dominant through cultural influence rather than force cultural agencies

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12
Q

What is Pluralism?

A

Power is dispersed among a range of interest groups in society

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13
Q

What is Martin Barker Theory?

A

Stereotypes are criticised for misrepresenting the real world and reinforcing false stereotypes

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14
Q

What is Gordon and Rosenberg (1989)?

A

Felt black people were represented as a social problem

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15
Q

What is Voyeurism ?

A

Gratification from looking at an attractive image

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16
Q

What is Collective Identity?

A

Aspects of our identity shown to others

17
Q

What is Cultural Hegemony? (Antonio Gramsci)

A

Process of indoctrination through cultural products of the dominant ideologies in a society

18
Q

Cultural Identity?

A

Aspects of our identity that derives from cultural influences such as religion, family or region

19
Q

What is Hetero-normative?

A

Using the perspective of a heterosexual

20
Q

What is Manufacture consent? (Chomsky)

A

Process that media organisations persuade audiences of the validity of natural policies

21
Q

What is NRS social grade?

A

A- Upper middle class (doctors, lawyers, bankers)

B - Middle class (Teachers, professionals)

C1 - Lower middle class (Nurses, office supervisors)

C2 - Skilled Working Class (Skilled manual workers)

D - Working Class (Semi-skilled, unskilled working class)

E - Lowest level of subsistence (student, unemployed, single parents)

22
Q

What is Young and Rubicams 4C (Advertising)?

A

Mainstreamers - Largest group, motivation is security, value for money

Succeeders - Higher manage, motivation is goal minded, confident and seek control

Resigned - Older generation, goal is to survive and have rigid values

Explorers - Younger demographic, motivation is to discover new things

Strugglers - Low income, motivation to escape

Reformers - Anti- materialistic, good taste and social awareness

23
Q

What is an active audience?

A

An audience who is more critical, asks more questions and are engaged

24
Q

What is a passive audience?

A

Absorbs information like a sponge without questioning

25
What is Alvarado Representation groups?
Dangerous - Represents ethnic minorities as dangerous Exotic - "Secret fascination of otherness" (Stuart Hall), media represents people as different Pitied - Some ethnic minorities are stereotyped as weak and vulnerable Humorous - Audiences are encouraged to laugh at ethnic minorities
26
What is Subvert?
Going against stereotypical views
27
What is Compassion Fatiue?
People get desensitised to tragedy which no longer impacts people
28
What is Colonialism?
Taking over a country with the intent to take over and run it
29
What is Paul Gilroy Post Colonialism theory?
Gilroy believes we sill see colonialism today and believes ethnic minorities a re presented as weak and vulnerable and also dehumanised
30
What is blumler and Kats?
Not passive - use social media for gratification Escapism - horror films Personal identification - bloggers Voyeurism - gratification at looking at an attractive image
31
What is Stuart Halls - Reception Theory
Considers that different audiences interpret a text in a wide range of ways
32
Stuart Hall Dominant Reading
Most common response to text, this is the audiences understanding what the producer is trying to convey
33
Stuart Hall Negotiated Reading
Some of the audience may partially agree whilst some won't
34
Stuart Hall Oppositional Reading
Some of the audience will completely disagree with the text which can be due to conflict and ideologies