Media Terminology Flashcards
Hyper-reality Theory
Some media texts are presented with a sense of hyper-realism, that is slightly more than just realistic.
Marxist
Marxist believe that certain texts are made in order to dupe the audience into believing a certain thing, for example to convince the working classes that their lives are okay.
Representations
The way a media text is presented to the audience.
Mediation
Communication; how something is made affects its purpose; the reconciliation of two opposing forces by a mediating object.
Uses and Gratifications Theory
The way in which the audience uses the media.
Diversion - escapism
Personal relationships - using the media for emotional and substituting everyday life (such as Soap Opera)
Personal Identity - finding yourself reflected in texts, learning behaviour from texts
Surveillance - information that could be useful for living (such as weather reports, financial news)
Dehumanisation
The act of degrading a certain group by presenting them as inferior.
Cage theory
Daniel Chandler believes that our sense of identity is made up of four parts: class, age, gender and ethnicity.
Postmodernist
Postmodernists believe that there is no cultural identity anymore as Britain has become so diverse.
Propaganda
A piece of media with the aim to make the receiver believe what the media institution wants them to.
Americanisation
The belief that everything in our culture has started to become very influenced by America.
Cultural Homogenisation
Postmodernists believe that there is non cultural diversity or national identity in Britain.
Passive audience
An audience that merely observes an event.
Active audience
Observes the event and responds to it.
Realism
Realistic texts that engage an audience.
Deviance
Failure to conform to norms.
Marginalisation
Making people believe that they are inferior than they actually are.
Mirror Stage Theory
Those who can relate to certain representations in the media are more likely to be influenced by it.
Globalisation
The belief that the media and its targeting methods have grown to a worldwide scale.
Pluralists
Pluralists believe that the media only reflects what the audiences want to see as if they didn’t then they’d go out of business.
Demographic
A particular section of the audience.
Ideology
Ideas and ideals of groups and individuals.
Binary Opposites
The way opposites are used to create interest in media texts such as good and evil.
Hypodermic Syringe Theory
The message of the media is directly received and accepted by the receiver.
Moral Panic
A belief that the media starts moral panics and makes them worse after a significant event.
