Different theories: Flashcards

Question

active audience engagement: (david Gauntlett)

Answer 1

audiences are in control of the media they watch and engage with. audiences actively create their own media and use it to shape their identities.

Answer 2

our identities can change and adapt- we do not have to conform to rigid societal norms and ideologies that have been passed down through the generations.

Answer 3

he argues against all other representations/ theories and that we pick and choose what we want from the media

Answer 4

-culture informs and plays a vital part in informing audiences about gender/gender roles. culture reinforced/put in place 5 main gender roles. The media portray images of stereotypical women and this behaviour reinforces societal views.

Answer 5

1. the media invites audiences to look at women via the male gaze 2. restricting females to secondary roles 3. constricting women as passive participants e.g needed to be rescued by a male hero 4. framing women differently e.g costume and camera frames that sexualise women 5. reinforces beauty ideals (this is attractive and this isn't)

Answer 6

women are looked at in the perspective of a man (objectified and sexualised)

Answer 7

The idea that audiences are cultivated by the media. The mainstream media plant an ideology or message- the message is constantly exposed- (overexposure) and overtime, the audience member is convinced of a particular ideology or message (the idea is cultivated)

Answer 8

The idea that the saturation of crime and violence in media make audiences feel like the world is meaner/worse than it actually is. the audience have an exaggerated perception of crime.

Answer 9

audiences become desensitised to violence and death as they see it so often in the media. People struggle to tell the difference between reality and what is constructed

Answer 10

suggests that people have a different experience of what being a woman is like depending on your race and class e.g a white upper class woman has a different experience of being a woman compared to a coloured lower class woman.

Answer 11

uses the transatlantic slave trade to highlight the influence of 'routes' on black identity and suggests that the media is still influenced by colonial attitudes. he also believes in the idea of the 'white saviour'

Answer 12

gender is a 'performance' that we put on- we stereotypically act in feminine and masculine ways

Answer 13

gender is made up of the acts that make a man or woman. it is through the repeated gendered acts that the illusion of gender identity is created

Answer 14

Curran and Seaton argue that conglomerates dominate the media industry and are primarily driven by the logic of profit and power- the fact conglomerates control the majority of media is known as 'media concentration'. This media concentration typically inhibits or limits variety, creativity or quality

Answer 15

Companies use tried and tested methods (risk averse formatting) in order to minimise risk and maximise audiences and subsequently maximise profit

Answer 16

the internet and digital technologies have had a profound effect on the relationship between the media and individuals. In the age of the internet, audience members are no longer passive consumers of mass media content, now they have the ability to participate in culture that offers a vital social dimension. Audience behaviour has progressed from passive consumption of media texts to a much more interactive experience.

Answer 17

There is an underlying struggle between the need to further the interests of the citizens (protection from harmful materials) and the interests of the consumer (choice, value and competition).

Answer 18

if there is globalised media ownership: -there is an increased focus on profit and commercial successes which could then lead to a potential decline in investigative journalism and public interest reporting -increased lobbying power from large media conglomerates can influence regulatory decisions.