Media Theories Flashcards
Clay Shirky
End of Audience Theory
The internet and digital technologies effects the relationship between media and individual
Roland Barthes
Semiotics Theory
Media products are embedded in codes which can be deciphered to add meaning
Semiotic, Symbolic, Enigma, Action, Cultural
David Gauntlett
Identify Theory
The audience uses media to produce their own personal identity
Paul Gilroy
Post Colonialism Theory
George Gerbner
Cultivation Theory
Exposure to repeated patterns of representation can shape understanding It reinforces mainstream values of dominant ideologies
Jean Baudrillard
Post Modernism Theory
The barriers between reality and the media are getting harder to distinguish
bell hooks
Feminist Theory
Feminism is a struggle to end patriarchal oppression. Men are always shown to be over Women
Laura Mulvey
Male Gaze Theory
Women are portrayed in the media to appease the heterosexual male
Judith Butler
Gender Performativity Theory
Being born a certain gender does not determine behaviour but instead the media teaches us how to live to fit in to our genders in society
Albert Bandura
Media Effects Theory
People are effected by what they consume in the media
David Hesmondhalgh
Cultural Industries Theory
Industries buy out other parts of the supply chain to minimise risk and maximise profit
Steve Neale
Genre Theory
Genres are subject to repetition, difference and change. Genres exist within economical, institutional and industrial contexts
Henry Jenkins
Fandom Theory
People attract to a media text and create their own version through parodies and Dan fiction
Alvarado
Racial Stereotypes Theory
Black people in the media are presented in four ways: Exotic, Pitied, Humorous and Dangerous
Livingstone and Lunt
Regulation Theory
The media is under constant struggle to regulate as they try to protect people from harmful content whilst also appealing to their interests
Vladimir Propp
Character Types Theory
Every media text has the same characters appear. Hero, Villain, False Hero, Dispatcher etc
Levi Strauss
Binary Opposites Theory
Every media text has at least two contrasting ideas that portray the meaning of the text
Tzvetan Todorov
Narratology Theory
Most media texts follow the same narrative structure: Equilibrium, Disruption, New Equilibrium
Blumler and Katz
Uses and Gratifications Theory
People use the media in four different ways: Surveillance, Personal Identity, Personal Relationships and Escapism
Stuart Hall
Reception Theory
People read the messages of the producer in three ways
Liesbet Van Zoonen
Feminist Theory
Objectification of women is a core element of western patriarchy. Visual and narrative codes differ for women
Galtung and Ruge
News Values Theory
Certain news stories get more acknowledgment due to the factors the story brings
Curran and Seaton
Power and Media Industries Theory
A few large conglomerates dominate the influence of media
Young and Rubicam
Classification Theory
People who use the media are classified in four different ways
