Media Language theories

Question 1

What is a sign?

Answer 1

A sign is an image that communicates a concept.

Question 2

What did Ferdinand De Sassure theorise about a sign?

Answer 2

He theorised that a sign is comprised of two components: Signifier + Signified.

Question 3

What is the effect of signs?

Answer 3

Signs increase the speed in which messages are received and understood by consumers.

Question 4

What essentially are Signifier and Signified?

Answer 4

The Signifier is a Denotation

The Signified is a Conotation.

Question 5

.What is the Brumers and Katz media theory?

Answer 5

Their theory is that people use the media for their gratification, which can be performed in four ways.

Question 6

What are the four ways the audience can use the media?

Answer 6

1) Diversion (Entertainment, escapism etc)
2) Social interaction
3) Personal Identity
4) Surveillance

Question 7

What is an Eco chamber?

Answer 7

An Eco chamber is an environment in which a person encounters only beliefs or opinions that coincide with their own so that their existing views are reinforced and alternative ideas are not considered.

Question 8

What is meant by audiences using the media for Diversion?

Answer 8

The audience can use the media as a means of escaping their reality or to entertain themselves if they are bored and need to be stimulated.

Question 9

What is meant by audiences using the media Social interaction?

Answer 9

The audience can use the media as a means of forming relationships with people, who are also using media platforms (ie: video games, social media platforms etc)

Question 10

What is meant by the audience having a parasocial interaction by using the media?

Answer 10

It means that the audience can have a semi relationship with the presenter in the media.
(For example, semi relationships can form when watching vlogs or days in the life, as it feels that you are experiencing life with the influencer).

Question 11

What is meant by the audience using the media for Personal identity?

Answer 11

The audience can discover their self-identity, whilst consuming the media, and they can gain more sense of themselves towards their attitudes, perspectives, values, likes and dislikes, through what they experience in the media.

Question 12

What is meant by the audience using the media for Surveillance?

Answer 12

The audience can use the media to find information about global events or about something in particular.

Question 13

What is the Hypodermic Needle Theory?

Answer 13

The Hypodermic Needle Theory is that the media is injecting the passive audiences with their messages; influencing their thoughts, attitudes and perspectives.

Question 14

What does the Hypodermic Needle theory theorise about the audience?

Answer 14

That the audiences are passive, helpless and unable to question the messages received by producers and products.

Question 15

What is a stereotype?

Answer 15

A fixed idea that many people have about a thing or a group that may often be untrue or only partly true.

Question 16

What is representation?

Answer 16

Representation is the idea of doing something or presenting something repeatedly, which could be a group, theme or concept.

Question 17

What are some examples of common stereotypes in the media?

Answer 17

Black Women are ghetto, loud and violent.
Japanese and Chinese people are smart.
Black Men are gang members.

Question 18

What are some examples of Dominant Hegermonic groups?

Answer 18

Male
White
Middle Aged
Heterosexual
Christian/ Athiest
Middle Aged

Question 19

What are Dominant Hegermonic groups?

Answer 19

Dominant Hegermonic groups are people that share the same characteristics.

Question 20

What is the effect of stereotypes on the audience?

Answer 20

Stereotypes can speed up audience interpretation.

Question 21

What is Bandura’s media effects theory?

Answer 21

Bandura’s theory is that people replicate what they see in the media.

Question 22

What two types of audience are there?

Answer 22

Active and Passive audience.