Audience and Representation

Question 1

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

Answer 1

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

Gender
Age
Class
Family
Self Image

Question 2

What is Fiske (1987) Imaginary Entity?

Answer 2

Religion
Education
Location
Politics

Question 3

What is Audience Positioning?

Answer 3

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

Question 4

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

Answer 4

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

Question 5

What is Mediation?

Answer 5

Working on an idea or image to convey a direct message

Question 6

What is stereotyping?

Answer 6

Labelling which involves categorisation and evaluation

Question 7

What is Tessa Perkins Implicit Theory?

Answer 7

. 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

Question 8

What is Stuart Halls Reality through representation theory?

Answer 8

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

Question 9

What is Hegemonic Model?

Answer 9

Audiences are passive and are directly influenced by the media product

Question 10

What is Pluralist Model?

Answer 10

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

Question 11

What is Antonio Gramsci hegemony theory?

Answer 11

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

Question 12

What is Pluralism?

Answer 12

Power is dispersed among a range of interest groups in society

Question 13

What is Martin Barker Theory?

Answer 13

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

Question 14

What is Gordon and Rosenberg (1989)?

Answer 14

Felt black people were represented as a social problem

Question 15

What is Voyeurism ?

Answer 15

Gratification from looking at an attractive image

Question 16

What is Collective Identity?

Answer 16

Aspects of our identity shown to others

Question 17

What is Cultural Hegemony? (Antonio Gramsci)

Answer 17

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

Question 18

Cultural Identity?

Answer 18

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

Question 19

What is Hetero-normative?

Answer 19

Using the perspective of a heterosexual

Question 20

What is Manufacture consent? (Chomsky)

Answer 20

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

Question 21

What is NRS social grade?

Answer 21

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)

Question 22

What is Young and Rubicams 4C (Advertising)?

Answer 22

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

Question 23

What is an active audience?

Answer 23

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

Question 24

What is a passive audience?

Answer 24

Absorbs information like a sponge without questioning

Question 25

What is Alvarado Representation groups?

Answer 25

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

Question 26

What is Subvert?

Answer 26

Going against stereotypical views

Question 27

What is Compassion Fatiue?

Answer 27

People get desensitised to tragedy which no longer impacts people

Question 28

What is Colonialism?

Answer 28

Taking over a country with the intent to take over and run it

Question 29

What is Paul Gilroy Post Colonialism theory?

Answer 29

Gilroy believes we sill see colonialism today and believes ethnic minorities a re presented as weak and vulnerable and also dehumanised

Question 30

What is blumler and Kats?

Answer 30

Not passive - use social media for gratification

Escapism - horror films

Personal identification - bloggers

Voyeurism - gratification at looking at an attractive image

Question 31

What is Stuart Halls - Reception Theory

Answer 31

Considers that different audiences interpret a text in a wide range of ways

Question 32

Stuart Hall Dominant Reading

Answer 32

Most common response to text, this is the audiences understanding what the producer is trying to convey

Question 33

Stuart Hall Negotiated Reading

Answer 33

Some of the audience may partially agree whilst some won’t

Question 34

Stuart Hall Oppositional Reading

Answer 34

Some of the audience will completely disagree with the text which can be due to conflict and ideologies