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Media > Media Revision for Unit 1 Exam > Flashcards

Media Revision for Unit 1 Exam Flashcards

1
Q

What is the Male Gaze Theory?
Also who created this?

A

Women are seen as objects of desire to men when presented in adverts. Men may look at the visual appearances of a woman whilst a woman may look at what she wears or her body language.

Laura Mulvey

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2
Q

What is the Cultivation Theory?
Also who created this?

A

Cultivation theory says that media cultivates the minds of the people; this holds that through heavy exposure to television; people begin to view the world similar to the television world.

George Gerbner

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3
Q

What is a moral panic?

A

When media creates fear in population of an issue that appears to threaten or harm normal social order.

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4
Q

What is the hypodermic needle?
And who made this?

A

The idea is that the mass media has an immediate and powerful effect on the audience. The media injects ideas and views into the brains of the audience therefore controlling the way that people think and behave.

Vince Packard

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5
Q

What is the Audience Reception Theory?
And who created this?

A

When a media product is released, the company uses this theory to find out the opinions of the audience. This is categorised into 3 sections:
- Positive (Preferred Reading), the audience responds in exactly the
way the media producer wants them
to.
- Conflicted (Negotiated Reading), where the audience compromises
between the producers intended
reading and their own opinions and
preferred reading of media text.
- Negative (Oppositional or resistant reading), the audience rejects the
meaning or intended reading of the media product.

Stuart Hall

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6
Q

What is the Audience Pleasure Theory?
And who made this?

A

Each genre within film offers the audience “a set of pleasures” generally defined by the media language within the product. Usually, Emotional, Visceral and Intellectual.

Rick Altman

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7
Q

What is the Binary Opposites theory?
And who made this?

A

A theory which entails that the majority of narratives in media forms such as books and film contain opposing main characters.
It helps to thicken the plot and to further the narrative.

Levi Strauss

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8
Q

What is the Denotation/Connotation theory?
And who created it?

A

Denotation is the literal meaning of the sign, whilst connotation is what that sign makes you think of.

Roland Barthes

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9
Q

What is the Denotation/Connotation theory?
And who created it?

A

Denotation is the literal meaning of the sign, whilst connotation is what that sign makes you think of.

Roland Barthes

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10
Q

What is the Folk devils and moral panic theory?
And who made this?

A

When the media reports deviant behaviour, they construct a narrative which features a clear villain: the folk devil. Creation of these folk devils can kickstart a moral panic

Cohen

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11
Q

What is the gender order/Hegemonic masculinity theory?
And who made this?

A

Conceptually, hegemonic masculinity proposes to explain how and why men maintain dominant social roles over women, and other gender identities, which are perceived as “feminine” in a given society.

Connell

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12
Q

What is the media regulation theory?
And who constructed this?

A

The theorists thought that the needs of a citizen are in conflict with the needs of the consumer, because protection can limit freedom. They noticed that regulating media to protect citizens from harmful content can limit freedom of expression.

Livingstone and Lunt

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13
Q

What is the Star Theory?
And who made this?

A

Star theory refers to the idea that celebrities are commodities manufactured by institutions. Dyer believes that celebrities are constructed to represent ‘real people’ experiencing real emotions in order to relate to audiences and sell products such as films or music.

Dyer

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14
Q

What is the Tough Guise theory?
And who created it?

A

Katz argues that there is a crisis in masculinity and that some of the guises offered to men as a solution (rugged individualism, violence) come loaded with attendant dangers to women, as well as other men

Earp and Kats

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15
Q

What is the Uses and Gratifications Theory?
Who made it?

A

States that audiences are active users of media content and that they use the media to fulfil four main types of need. Diversion/Escapism, Personal relationships, Personal identity and Surveillance

Denis McQuail

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16
Q

What are the different media sectors/industries?

A
  1. Games
  2. Film
  3. TV
  4. Print
  5. Radio
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17
Q

What are the media regulator bodies?

A
  1. PRS = music
  2. IPSO = print
  3. BBFC = film
  4. PEGI = game
  5. OFCOM = radio
  6. W3C = website
  7. ASA = adverts
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18
Q

What are codes in media?

A

Codes have agreed meaning, or connotation, to their audience.

Symbolic codes = Codes that live outside of media product and can be understood in the “real life” existence. Things such as: setting, mise en scene, acting, colour.

Technical codes = specific to a media form. Things like: camerawork, editing, audio, lighting

Written codes = Used to advance a narrative, communicate information about a character or issues. They are either printed and spoken language

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19
Q

What are conventions in media?

A

Conventions are accepted ways of using media codes. They are closely connected to the audience expectations of a media product.

Form conventions are the certain ways we expect type’s of media codes to be arranged. Like title of film at beginning and credits at the end.

Example is continuity editing, where it is obvious to the watcher who is talking and what is going on in a scene. Non-Continuity editing is a montage where time freely passes.

Story Conventions are common narrative structures that are common in story telling. Things like: Narrative structures, cause and effect, character construction and point of view

Genre conventions point to the common use of tropes (things that you would expect, jumpscares in horror), characters, settings or themes.

Genre conventions can either be formal or thematic.

Formal =

Thematic = specific things for its respected genre

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20
Q

What is horizontal integration?

A

When a company expands its business operations by acquiring or merging with other companies at the same production stage.

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21
Q

What is vertical integration?

A

When a company expands its business operations into different stages of production.

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22
Q

What are some primary researches?

A

Interviews
Suveys
Focus groups

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23
Q

What are some secondary researches?

A

Textbooks
Encyclopedias
News articles

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24
Q

What is synergy?

A

The interaction or cooperation of two or more organizations, or other agents to produce a combined effect greater than the sum of their separate effects.

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25
Q

What is VOD?

A

Video on Demand allow users to select and watch/listen to videos or audio content whenever they want to. Netflix and YouTube are 2 examples of this.

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26
Q

What is Cross Media?

A

Promoting a product in a different media sector (game/film)

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27
Q

Pros of Vertical integration

A

+ no reliance on suppliers
+ knocking off most popular brand-name products

28
Q

Cons of Vertical Integration

A
  • Reduced flexibility
  • Loss of focus
29
Q

Pros of Horizontal Integration

A

+ reduced competition
+ More staff in a designated area

30
Q

Cons of Horizontal Integration

A
  • More expensive
  • Inflexibility
31
Q

What is the Public Service Broadcaster?

A

Public broadcasting involves using the radio or TV for public benefit rather than commercial interests. Like education or health care information

32
Q

What does a director do in production (long answer)?

A

Responsible for overseeing the shooting and assembly of film

Multitask efficiently, ensuring all tasks are executed effectively. Solving any unexpected complications that may arrise (camera failure or actors falling into illnesses)

Work closely with editors through the technical process to achieve best and final results. At all times, directors need to motivate the team to produce the best product

33
Q

What does a camera operator do in production (long answer)?

A

Ensuring camera equipment is properly prepared for shoot. Allowing others to focus on their part rather than the camera.

Informing performers what they can and can’t do on camera. Need to hold camera for many hours a day since they may need to record the same scene multiple times

The cinematographer will work closely with the director to make sure that every frame of the film supports the director’s vision. But after principal photography is complete, the cinematographer usually steps away, as the post-production team take over.

34
Q

What does the editor do in production (long answer)?

A

They organise footage and arrange individual shots into a continuous sequence. Editor’s choice about which shots to use and what order to place them in.

They have to establish set publication standards, set goals and expectations for others. They need to be able to plan, coordinate, review and edit content. A good editor can identify which ideas should be pursued and other ones which should be dropped.

Turning the footage into the final product using editing with special effects. Sound effects, picture editing/cutting then mixing it to be in harmony.

35
Q

What does the make-up artist do in production (long answer)?

A

Devise and apply theatrical makeup designs for actors in feature films

Need to be early on set in the mornings, lead the team and make sure everyone arrives promptly and managing budget. Make appointments for different types of equipment: wigs, clothes, prosthetics.

They make notes about actors, checking at every act what may fit best and work with the camera operators to see how the actors looked and see if it needs changing or redoing the scene.

They remain backstage during a performance or filming to monitor the production. Maintain the actors’ makeup throughout filming and do touchups if needed. They help actors remove the makeup at the end of shooting.

36
Q

What does a foley artist do in production (long answer)?

A

To record foley sounds, they need a spotting session. So, watching a movie for example is a great way to practice this. Then trying to mimic the sounds in real-time while movie is playing. Only practising for the actual project.

Need to make sure to perfect these attributes:
- Excellent timing
- Attention to detail
- Creativity
- Hand-eye coordination
- Keen ear to sounds

Listen over the whole project and decide what to do, where and when. Having the timing down will be essential for final product. Making sure the appropriate sounds are where they should be and sounds that fit the atmosphere.

37
Q

What is traditional advertising? Give some examples

A

Methods of advertising that have been used by media producers to promote products for many years before the digital age. Things like Print, Radio and TV methods

38
Q

What is above-the-line advertisement?

A

Where mass media is used to promote brands and reach out to target consumers. Like billboards and film trailers

39
Q

What are the web 2.0 Technologies?

A

The “Second Phase” of the internet, and how web pages and technologies were now interactive and collaborative

40
Q

What is below-the-line advertisement?

A

Directed at an individual but sometimes a certain audience. Like an email that has been sent to you. ONLY YOU

41
Q

What is Technological Convergence?

A

Collection of information and communication technologies in order to create new ways of producing and distributing products and services to media audiences

42
Q

What is the Black Box?

A

A device, like a smartphone, that supplies the consumer with all of the information communications technology (ICT) and media requirements

43
Q

What is Streaming?

A

Watching or Listening to content without it being downloaded. Many VOD platforms are streaming services

44
Q

What is simulcasting?

A

Where the media product is broadcast both through online and traditional medium at the same time. In TV terms, this may mean that the same sporting event (World Cup) can be played at 2 different channels at the same time.

45
Q

What are codes?

A

Codes are signs that have meanings behind them. Split into technical, symbolic codes

Technical = Technical codes are used to describe a component in a form that can be sorted and handled by a computer. so for example: sound

symbolic = things that tell you what the thing is. e.g, you see a cross on top of a building, so you know it is a church.

46
Q

What are conventions?

A

Audiences expecting certain elements from different genres. Horror, expecting a dark, isolated environment

47
Q

What is a Genre?

A

Media products are usually classified into categories and subcategories. These categories are referred to as a product genre. By categorising a product, its audience will have a set of expectations that they will look forward to being met. Comedy, people expect to laugh.

48
Q

What is verisimilitude?

A

How real the world of the story or narrative of fictional media product appears to the audience. Is it believable?

49
Q

What is Juxtaposition?

A

Placing one element next to another to create a specific meaning.

50
Q

What is a mode of address?

A

They way in which a media product speaks to or attracts its audience

51
Q

What is Denotation and Connotation?

A

Denotation = Literal meaning of code. Rose is a flower.

Connotation = Suggested or possible meanings of any given denotation. Rose meaning love.

52
Q

What is a Masthead?

A

Title of a publication as it appears on the front cover, and associated design elements that make it recognisable.

53
Q

What is an Anchorage?

A

They way in which sound or text is used in media products to help pin down the mood or meaning of the media product for the audience.

54
Q

Mainstream and Niche Audiences

A

Mainstream = Audience that consumes a product that appeals to a wide range of age groups and cultures

Niche = A media product that may only appeal to a small number of people or those that fall within a specific demographic profile (ethnicity or age)

55
Q

What are demographics?

A

When producers study the breakdown of their target audience based on human variables. Like age, gender, sex, economic status or class, hobbies and etc

56
Q

What is the NRS/PAMco social grades system?

A

Method of classifying demographics based on occupation and income level.

57
Q

What is RAJAR?

A

Acronym for radio joint audience research which collates listening figures for over 300 radio stations across the UK

58
Q

What is BARB?

A

Acronym for broadcasters audience research board which collates viewing figures for all the major UK broadcasters, such as BBC, ITV and Sky.

59
Q

What is an Imaginary Entity?

A

A term that suggests media producers have a specific audience member or demographic in mind before they plan a media product

60
Q

What are market possibilities?

A

The ways in which institutions believe that brand or product can expand into another medium is as a cross-media product or spin off.

61
Q

What is the media effects debate?

A

The academic and social debate as to whether media has a negative impact on audience members. The many academic viewpoints and theories regarding the effects of the media on audiences can be divided into 2 main arguments: passive and active audience theory.

62
Q

What is the Active audience theory?

A

The media audiences not just taking in information passively, but are actively involved.

63
Q

What is the Passive audience theory?

A

A collection of academic viewpoints that stressed that audiences are unable to reject media messages and are subject of negative effects from the media they consume.

64
Q

What is desensitisation?

A

The idea that prolonged exposure to violent images numbs the effect of them. The more you become accustomed to violent images, the less likely they are to have an impact on the audience.

65
Q

What is a moral panic?

A

When media creates fear of an arrising issue that may threaten or harm the normal social order.

66
Q

What are some of the pre-production methods?

A

Finalize the budget. Break down the script. Cast actors and hire crew.

67
Q

What are some of the production methods?

A

Mise en scene.

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