Language & Representation

Question 1

Roland Barthes
* Myths
* Semiotics
* Narratology

Answer 1

• Barthesian Myths = a socially agreed symbolic association becomes so widely accepted it becomes iconic e.g. red rose is the symbol of romance
• Narratology = The reader creates the meaning
• Semiotics = Symbol ( No resemblance ) , Icon ( physical resemblance ) and Index ( directly connected with evidence )

Question 2

Todorov
* Narratology

Answer 2

Equilibrium = The ‘normal’ of the movie before the problem
Disequilibrium = The problem in the movie/ product where the discord starts and there is no order
New Equilibrium = The new order in the movie/ product that has been solved

Question 3

Levi- Strauss
* Narratology

Answer 3

Binary Oppositions Theory
- That every character has an opposite e.g. antagonist vs protagonist

Question 4

Steve Neale
* Genre

Answer 4

• Discusses about what genre is, how it is created and whether it endures or declines
• Genres are not completely fixed
• Codes and conventions are shared through repetition in media e.g. explosions and fights for action products

Question 5

Bandura
* Audience

Answer 5

Hypodermic Syringe Model
- Media directly influences people without audiences questioning it or the ideologies they are ‘injected’ with
- E.g. seeing a Beats advert and buying a pair
- Can lead to negative opinions of body image
- Can be linked to horror/ action movies and their affects on children

Question 6

Gerbner
* Audience

Answer 6

Cultivation Theory
- Exposure to media products repeatedly over a period of time can have long term effects
- Forms attitudes towards specific things eventually
- Can make the audience less receptive to actions e.g. violence exposure dulls real life reaction

Question 7

Hall
* Reception Theory

Answer 7

Reception Theory
- Dominant Reading = The audience fully agrees with the preferred message created by the media product/ producer
- Negotiated Reading = The audience partly agreed with the preferred message but sometimes modifies it to fit their own perspective and/or interests
- Oppositional Reading = The reader rejects the preferred message and does not reflect their own opinions

Question 8

Jenkins
* Audience

Answer 8

Convergence Culture
- Fan activities are vital but there is consideration of how much power an audience really has
- ‘Loser generated content’
- Proves producers still have the power

Question 9

Clay Shirky
* Audience

Answer 9

• Old relationships between the producer and audiences have broken down
• Media products has been a hierarchical industry where the products filters first then published so consumers have also been producers
• The passive audience is no more and in its place is one where they can question the media