Media Language Theorists Flashcards
How many media language theorists are there?
5
Who are the media language theorists?
Barthes
Baudrillard
Strauss
Todorov
Neale
What is Barthes’ theory?
Semiotics Theory
5 codes (hermeneutic/enigma codes, symbolic codes, proairetic/action codes, semantic codes and referential/cultural codes) which break down the process of reading signs in media products and how they are interpreted by the audience
What are hermeneutic/enigma codes?
enigma = mystery
mysterious parts of a media text that engages the audience to hook them in and make then finish the article/video
e.g. emotive, dramatic language to create fear and curiosity, direct address “you”, giving the audience instructions “turn to page 3 to find out!”
What are symbolic codes?
symbol = an image which represents something else
e.g. a cross represents Christianity, a heart represents love
What are referential/cultural codes?
parts of a media product that are only understood by people that are apart of that particular group/culture
e.g. race, ethnicity, age, class, historical time period
cultural codes can exclude audiences who are not part of the culture being referenced as they will not understand the references being made
What are proairetic/action codes?
parts of a media product which signify that something is going to happen
e.g. a scene of someone taking out a gun from their pocket is a proairetic/action code which signifies that this person is going to shoot someone/something
these codes engage the audience because they are intrigued to find out what happens next; who is the person going to shoot?
What is Barthes’s Myth Theory? (universal truths)
myths are collective beliefs that are considered to be “common sense”, they tell us how we should behave
e.g. in the UK being supportive of the Royal Family is presented as a natural social norm and “common sense” state of mind; that’s just how it “should be”, and anyone who doesn’t agree is an outsider
myths enforce simplicity and a rigid way of thinking which discourages and prevents people from critically questioning any media (passive audience)
myths are constructed and controlled by the hegemonic group of society (powerful, influential, wealthy, upper class, white men) in order to control those below them in the social hierarchy
What are semantic codes?
parts of a media product that have hidden meanings/underlying connotations which the audience subconsciously understands
e.g. the colours red and black are semantic codes used in horror films to symbolise blood, danger, death, mystery
What is Baudrillard’s theory?
Postmodernism Theory
No media product is ever 100% original because everything is influenced by something that already exists.
There is no such thing as “reality”; the line between reality and simulacra is blurred to the point where it is difficult to distinguish what is real and what isn’t.
What are the 7 elements of postmodernism?
Intertextuality
Playfulness/parody
Form over content (aesthetic is valued over content)
Self-awareness (4th wall breaks)
Hybridity (mixing of two or more genres)
Mixing high and low cultures (e.g. mixing opera and hip hop)
Lack of originality
What is Strauss’ theory?
Binary Opposition Theory
There are always two contrasting ideas in media products which create tension and encourages the audience to “pick a side”
What is Todorov’s theory?
Narrative Theory
Media products follow and narrative structure, and every narrative consists of specific parts: equilibrium (the calm before the storm), disruption (conflict/most interesting part of the narrative) and resolution (return to stability)
What is Neale’s theory?
Genre Theory
Media products repeatedly use specific codes and conventions (AKA repertoire of elements) in order to establish which genre they belong to
However, producers are always adding variation to these products to ensure that they don’t become too predictable, and that they remain fresh, modern and appealing to new audiences
