BETTER MEDIA FLASHCARDS
Gender performativity
Judith Butler
Says that gender is a set of expectations society sets for you based off of your biology
Says that gender is only real to the extent it is performed
Stuart Halls representation theory
1) the media commonly uses stereotypes and sometimes creates these stereotypes. He argues that stereotyping is to reduce groups of people down to a few overused cliches.
2) stereotypes tend to emerge when hegemonic groups are in power eg white people in Britain.
3) representations of “others” are almost always negative
Stuart Halls reception theory
Preferred Reading
Media producers encode messages into media products in hopes that the audience will understand the messages
Negotiated reading
understanding the messages media producers are putting across and agreeing with some of those messages
Oppositional reading
people decode the media product and absolutely disagree with the messages being put across
End of Audience
Clay Shirky
There is no longer passive audiences as people nowadays like to interact and this is caused by the boom in technology.
The lines between consumer and producer has blurred creating these prosumers
Male Gaze
Laura Mulvey
Females are typically presented as sexual objects from a heterosexual male point of view
Representation David Gauntlett
People exist within larger groups of people similar to themselves media doesn’t create identity it simply reflects identity.
Online media offers people a direct route to self-expression people create habits through the media.
Hyper-reality
Jean Baudrillard
over exaggerations of real-world things for example, Disney land is now more real than the traditional places they have replaced eg theme parks
postmodernism
Jean Baudrillard
the line between what is real and what is real and what is a media-created fantasy/over exaggeration
black Atlantic diaspora
Paul Gilroy
due to slavery, many Africans were moved across the Atlantic ocean and this has created this sense of dual identity many Black people have about being from their home countries as well as their family’s country of origin
uses and gratifications
Blumner and Katz Why people consume media Information Entertainment personal identity social interaction escapism
Cultivation Theory
George Gerbner
Repeated exposure to ideas in the media will start to shape people’s ideas to those presented in the media
Mean world syndrome
Curran and Seaton industry theory
The increasing concentration of media ownership
media products reflect the views held by the owners of these conglomerates.
media is able to put across strong views to large amounts of people
Genre Theory
Steve Neale
Products need to feature enough similarities to other products that audiences to know it fits into a certain group of products while differing enough to make their products unique.
Barthes 5 codes
hermeneutic codes- enigma codes proairetic codes - action codes semantic codes - mise en scene symbolic codes - mise en scene cultural codes - codes only a certain group will understand
Hegemony
The group that holds the most power within a society that holds the most power in a society usually white people.
