Media Theories

Question 1

Vladimir Propp’s character theory

Answer 1

This theory suggests that many characters can fit into set tropes.

Question 2

Tzvetan Todorov’s narrative structure theory

Answer 2

Most stories start with an equilibrium then a disruption and then a new equilibrium.

Question 3

Roland Barthes’ semiotics theory

Answer 3

Barthes believes that all stories have embedded codes within them. These codes are encoded by producers and can be deciphered by the audience.

Question 4

Roland Barthes’ semantic codes

Answer 4

Elements of a product that almost everybody will understand (e.g red connotes danger)

Question 5

Roland Barthes’ symbolic codes

Answer 5

Elements of a product that have been ingrained in our culture (e.g cross connotes religion, heart represents love)

Question 6

Roland Barthes’ enigma codes

Answer 6

An element of mystery that is designed to hook the audience in (e.g a question in a poster)

Question 7

Roland Barthes’ action codes

Answer 7

Something that signifies the story will soon progress forwards or something important will happen (e.g a person loading a gun)

Question 8

Roland Barthes’ cultural codes

Answer 8

Elements that will only be understood by a certain group of people, whether it be a certain culture or time period.

Question 9

Levi Strauss’ binary opposites theory

Answer 9

Two things that have been represented completely differently from each other (e.g men and women in an advert)

Question 10

David Gauntlett’s identity theory

Answer 10

People create their identities from the media they consume. He also argues that the representations of men and women have become more complicated with time.

Question 11

Van Zoonen’s feminist theory

Answer 11

This theory suggests that people get their ideas about gender through discourse (media). Our ideas about gender must be looked at in terms of cultural and historical contexts. Van Zoonen also believes that the representation of men and women’s bodies in media re very different.

Question 12

Hesmondhalgh’s cultural industries theory

Answer 12

Media companies minimise risk and maximise profit by the use of vertical and horizontal integration. Media companies also often repeat something tried and tested as this minimises risk (assassin’s creed franchise).

Question 13

Horizontal integration

Answer 13

A company taking over other companies, usually similar ones to eliminate competition (think pac-man).

Question 14

Vertical integration

Answer 14

A company buying/creating other subsidiary companies to work underneath it and work in conjunction.

Question 15

Butler’s gender performativity theory

Answer 15

Gender is constructed by the expressions that are said to be its’ results. It is constructed by routines and rituals. People get their ideas about how they should act from media. (in terms of gender stereotypes)

Question 16

Livingstone & Lunt’s regulation theory

Answer 16

Regulation of media has become increasingly more difficult.

Question 17

Henry Jenkins’ fandom theory

Answer 17

Audiences now have an important part in the media production process. Fans help interpret and construct meanings of media.

Question 18

Postmodernism

Answer 18

Irony
Parody/homage
Bricolage (sampling audio/video)
Inter-textual references
Fragmented Narrative
Self-reflexivity (breaking the fourth wall)
Common themes like future or human existence

Question 19

Baudrillard’s theory of postmodernism

Answer 19

Argues that in postmodern culture the boundary between the real world and the world of media has blurred. The idea that all media images are simulacrum that no longer refer to anything ‘real’. (Copies of copies)

Question 20

Curran and Seaton’s theory of media industries

Answer 20

The media industry is dominated by a few massive corporations. Media industries are all about profit and power. The idea that more diverse patterns of ownership would make media productions more unique and creative.

Question 21

Clay Shirky’s end of audience theory

Answer 21

Believes there is no longer a passive audience due to the internet. The audience are now secondary producers who ‘speak back’ to the media products.

Question 22

Bandura’s media effects theory

Answer 22

Believes that media can affect a person’s real life attitudes and emotional responses. (bandura bobo doll experiment).

Question 23

Gilroy’s post-colonialist theory

Answer 23

Gilroy believes that the colonialist era of Britain has had a massive effect on modern media. Countries that were previously colonized are often depicted as exotic, primitive or abnormal.

Question 24

bell hooks’ feminist theory

Answer 24

Believes feminism is a struggle against the patriarchy. She believes that in order to be a feminist, you need to be active in your beliefs. Class and ethnicity matter in the severity of oppression of women.

Question 25

Steve Neale’s genre theory

Answer 25

Genres are dominated by repetition, but are also marked by difference, variation and change. Genres exist within specific economic, institutional and industrial contexts.

Question 26

Stuart Hall’s reception theory

Answer 26

Producers encode messages into media products for the audience to decode. There are 3 different ways an audience can react:
Preferred reading
Oppositional reading
Negotiated reading

Question 27

Stuart Hall’s representation theory

Answer 27

The idea that media often reduces groups of people to a few stereotypes and characteristics. Stereotyping tends to occur where there are inequalities of power, as subordinate groups do not control media.

Question 28

Blumler & Katz’s uses and gratification theory

Answer 28

Active audiences often have different reasons for consuming media.

• personal identity
• entertainment
• information
• social interaction

Question 29

Gerbner’s cultivation theory

Answer 29

The idea that exposure to repeated patterns of representation over long periods of time can shape and influence a person’s view the world. The idea that this cultivation reinforces mainstream values.