Media figures/ theories

Question 1

What is Abraham Maslows Hierarchy of needs?

Answer 1

Five tier model of human needs

Question 2

What can be found in layer 1 of Maslows Hierarchy?

Answer 2

Physiological needs such as water, food, sleep, sex and breathing

Question 3

What can be found in the second layer of Maslows Hierarchy of needs?

Answer 3

Safety- security, health, employment, property

Question 4

What can be found in the third layer of Maslows Hierarchy of needs?

Answer 4

Love and belonging - sexual intimacy, family and friendship

Question 5

What can be found in the fourth layer up of Maslows Hierarchy of needs?

Answer 5

Esteem - confidence, achievement, respect for others

Question 6

What is found at the top of Maslows Hierarchy of need?

Answer 6

Self actualisation - creativity, problem solving, spontaneity

Question 7

What was Claudi Levi- Strausses idea about binary oppositions?

Answer 7

Suggest that all texts use contrasts/oppositions to ‘tell’ a story/ move forward the narrative/create meaning

Question 8

Who was the two step flow model created by?

Answer 8

Katz and Lazarsfield

Question 9

What are the two basic steps of the two step flow model?

Answer 9

1. Information taken in when reading or watching a piece of media
2. Opinion leaders pass on their opinions and views to other people

Question 10

What are opinion leaders?

Answer 10

Audiences that have viewed a certain piece of media and pass the information about it/their opinion, onto others

Question 11

What is an Echo chamber?

Answer 11

Where you only focus on what you’re interested in/ your values. This means you’re blocking out mainstream ideas

Question 12

What are the good things about an echo chamber?

Answer 12

Makes you feel like your opinion is right

You can focus on specialised information

Question 13

What are the bad things about an echo chamber?

Answer 13

Breeds intolerance and ignorance

Makes you not accept other opinions or ideas

Question 14

What was Tzvetan Todorovs idea about the structure of a story?

Answer 14

1. Equilibrium (state of order)
2. Disruption/ disequilibrium/ chaos
3. New equilibrium (order is restored)

Question 15

What is the Bandura/ Hyperdermic syringe theory?

Answer 15

The media injects messages into the minds of a passive audience.
The people take in the message and believe it

Question 16

What is the rule of thirds?

Answer 16

Splitting an image into 3, (vertically or horizontally) and seeing where the focus of an image lies.

Question 17

What is George Gerbners Cultivation theory?

Answer 17

The more you see something, the more you will believe it

Question 18

What is the opposite theory to George Gerbners and what does it mean?

Answer 18

Innoculation theory = the more you see something, the less effect it has

Question 19

Baudrillard

Answer 19

Postmodernism

• In a postmodern culture the boundaries between the ‘real’ world and the world of the media have collapsed = no longer possible to distinguish between reality and simulation
• Images in society no longer refer to anything ‘real’
• Media images have come to seem more ‘real’ than the reality they supposedly represent (hyperreality)

Question 20

Steve Neale

Answer 20

Genre is recognisable but does change over time/ borrow from other genres
Genre is important to institutions because it helps them to market texts

Question 21

Blulmer and Katz

Answer 21

Uses and gratifications theory:

Audience entered approach that focuses on what people do with media opposed to what media does to people

Question 22

Liesbet Van Zoonen

Answer 22

Men and women are represented differently in the media

Women are objectified as a result of western culture

Question 23

Laura Mulvey

Answer 23

Male gaze theory
Women in media are viewed from the eyes of a heterosexual man (doesn’t take into consideration the sexuality or gender of other audiences) and seen as passive objects/ male desire

Question 24

Stuart Hall reception theory

Answer 24

Producers want audiences to respond in a particular way to a text. Some audiences do (preferred), some don’t (oppositional) and some are in the middle (negotiated).

Question 25

Roland Barthes

Answer 25

All elements of media are codes that need to be read These can be understood as the thing they are (denotative level) and the responses they create/ what they are associated with (connotative level)

Question 26

Judith Butler

Answer 26

Gender is a social construction | ‘Masculine’ and ‘Feminine’ are created through repetition/ repeated behaviours

Question 27

Current and Seaton

Answer 27

The media is controlled by a small number of firms driven by profit and power Media concentration limits variety, creativity and quality Diverse patterns of ownership leads to more adventurous productions

Question 28

Gilroy

Answer 28

Post colonial melancholia - white/ air brushed British history - Split between white western civilisation and the black Atlantic Society has constructed racial hierarchies resulting in the idea of ‘other’/‘otherness’

Question 29

Gauntlett

Answer 29

The media provides us with tools that we use to construct our identities Pick & mix theory = the media offers us a range of people from whom we may ‘pick and mix’ different ideas and personalities from, in order to build our own identity

Question 30

Jenkins

Answer 30

Fans take elements from media texts to create their own culture and identity - participatory culture Fans are active participants in the construction and circulation of texts Textual poaching - fans reads texts in ways not authorised by the creators

Question 31

Shirky

Answer 31

In new media, every consumer is now a producer

Question 32

Vladmir Propp (theory and name 3 of his character types)

Answer 32

``` Idea that certain character are types are used in every narrative structure: The villain The hero The donor The helper The princess Her father The false hero ```

Question 33

Tessa Perkins

Answer 33

There is some truth in stereotyping You can hold stereotypes about your own group Stereotypes aren’t always negative Stereotypes are not fixed/ change over time They are not always targeted at a minority group

Question 34

Hesmondhalgh

Answer 34

Cultural industries minimise risk and maximise audience through vertical and horizontal integration and through how the products are made (minimise risk and maximise audiences through marketing for eg) Conglomerates operate across many industries

Question 35

Antonio Gramsci

Answer 35

Cultural hegemony is where the ruling class dominate and manipulate society, thus meaning that the ruling lass worldview becomes the accepted cultural norm.

Question 36

Bell Hooks

Answer 36

Feminism is a political struggle to end patriarchal domination and oppression. Other factors that affect this domination/ oppression include race and class.

Question 37

Livingstone and Lunt

Answer 37

Struggle in U.K. regulation policy between need to protect citizens vs the need to further the choice of consumers