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media theories Flashcards

1
Q

Feminist Theory: Who proposed the ‘Male Gaze’ theory?

A

Laura Mulvey

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2
Q

Feminist Theory: What is the ‘Male Gaze’ theory?

A

Women are depicted from a masculine, heterosexual perspective and are portrayed as sexual objects for the pleasure of the male viewer.

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3
Q

Feminist Theory: Who proposed the ‘Gender Performativity’ theory?

A

Judith Butler

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4
Q

Feminist Theory: What is the ‘Gender Performativity’ theory?

A
  • Identity is performative- manufactured through a set of acts
  • No gender identity behind gender expressions
  • Performativity is not one act, but a repetition and a ritual.
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5
Q

Feminist Theory: What theory did bell hooks propose?

A
  • Feminism=struggle to end sexist/patriarchal oppression, ideology of domination; it’s a political commitment not a lifestyle choice.
  • Race, class as well as sex determine how much ppl are exploited, discriminated against or oppressed.
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6
Q

Feminist Theory: What does Liesbet Van Zoonen generally believe?

A

Media portray stereotypical female behaviour, reinforcing stereotypes; believes it reflects dom social values + male producers are influenced by this: patriarchy.

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7
Q

Feminist Theory: Who proposed the ‘Discourse and Spectacle’ theory and what does it say about how gender is constructed?

A

Liesbet Van Zoonen

- Gender constructed thru discourse; its meaning varies according to cultural and historical context.

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8
Q

Representation Theory: What theories did Stuart Hall propose (language)?

A
  • Representation=production of meaning through language (broadly defined as a system of signs)
  • Relationship between concepts + signs is governed by codes
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9
Q

Representation Theory: What theories did Stuart Hall propose (stereotyping)?

A
  • Stereotyping, as representation type, reduces people to a few simple traits
  • It tends to occur w/inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’
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10
Q

Representation Theory: What theories did David Gauntlett propose?

A
  • Media gives us ‘tools’ or resources we use to construct our identities.
  • Media of past’d convey simple, singular messages about ♂+♀ identities. 2Day’s media offer a more diverse range of icons from whom we may pick and mix different ideas.
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11
Q

Representation Theory: What theories did Jean Baudrillard propose?

A
  • Hyperreality- Being unable to distinguish from a reality.
  • Simulacra
  • Simulation
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12
Q

Representation Theory: Hyperreality

A
  • Mix of real world + fiction to create exciting yet relatable experience for the audience.
  • Media images have come to seem more ‘real’ than the reality they supposedly represent (hyperreality)
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13
Q

Representation Theory: Examples of Hyperreality

A
  • Connecting physical reality with virtual reality (VR)
  • Blending human intelligence with artificial intelligence.
  • Commonly seen in advanced, modern societies eg a utopia
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14
Q

Representation Theory: Simulacra- postmodernism

A
  • Boundaries between ‘real’ world and media world have collapsed; can no longer distinguish between reality and simulation
  • Postmodern age of simulacra: immersed in world of images which no longer refer to anything ‘real’.
  • Perceived (by Jean Baudrillard) as negative- ‘bears no relation to any reality whatsoever’.
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15
Q

Representation Theory: Example of Simulacra

A

Magic Kingdom at Walt Disney World, however this is seen as a recreational simulacra.

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16
Q

Representation Theory: Simulation

A

Imitation of the operation of a real-world process or system over time.

17
Q

Representation Theory: Paul Gilroy, Ethnicity and Postcolonialism

A
  • Colonial discourses continue to inform contemporary attitudes to race and ethnicity in the postcolonial era.
  • Civilizationism constructs racial hierarchies and sets up binary oppositions based on notions of otherness.- Colonial discourses continue to inform contemporary attitudes to race and ethnicity in the postcolonial era.
  • Civilizationism constructs racial hierarchies and sets up binary oppositions based on notions of otherness.
18
Q

Audience Theory: Blumler and Katz

A

Uses and Gratifications

19
Q

Audience Theory: Stuart Hall- Reception Theory

A

Producers encode messages in media texts which are decoded by audiences in 3 different ways:

  • Dominant/preferred reading
  • Negotiated reading
  • Oppositional reading
20
Q

Audience Theory: George Gerbner- Cultivation Theory

A
  • Long-term exposure to repeated patterns of representation can shape and influence the way in which people perceive the world around them (i.e. cultivating particular views and opinions)
  • Cultivation reinforces mainstream values (dominant ideologies).
21
Q

Industry Theory: Curran and Seaton

A

there is a concentration of ownership within the media towards the top which has led to a more saturated market

22
Q

Narrative Theory: Todorov

A
  1. Equilibrium
  2. Disruption
  3. Recognition
  4. Attempt to repair
  5. New equilibrium
23
Q

Narrative Theory: Levi Strauss- Binary Opposition (Structuralism)

A
  • Texts can be best understood through examining their underlying structure.
  • Meaning is dependent upon, produced through pairs of binary oppositions. How these are resolved can have particular ideological significance.
24
Q

Genre Theory: Neale (simplified)

A

Genres are instances of difference and repetition.

25
Q

Genre Theory: Neale (advanced)

A

Texts rely on audiences finding pleasure in recognition of familiar elements + how those elements are linked in an unfamiliar way, or how unfamiliar elements are introduced.

26
Q

What language theory did Roland Barthes propose?

A

Theory of 5 codes:

  • Hermeneutic code (Enigma) - how a story avoids revealing all facts
  • Proairetic code (Action) - Tension built through action
  • Semantic code - additional connotations through mise-en-scene (e.g. costume, lighting)
  • Symbolic code - Similar to semantic- deeper meaning
  • Referential/cultural code - code that only members of certain groups would understand e.g. Americans, Dr. Who fans.
27
Q

Who proposed the theory of Hegemony and what is it?

A
  • An Italian communist named Antonio Gramsci (1891-1937)

- Dominance of a particular social group in society who enforce ideas in the media that allow them to remain dominant.

28
Q

Who proposed the theory of Myths (semiotics) and what is it?

A
  • Roland Barthes
  • Constructed meanings can come to seem self-evident, achieving the status of myth through the process of naturalisation.
29
Q

Language theory: Semiotics- Roland Barthes

A
  • Texts communicate meanings thru process of signification

- Signs can function at level of denotation as well as connotation

30
Q

Features of semiotics

A
  • Signifier: Representation of idea or thing
  • Signified: The thing being represented

Pierce:

  • Icon: Sign that resembles the thing/idea being signified
  • Index: Sign w/link to thing being signified
  • Symbol: Sign w/no obvious connection to the signified.
31
Q

Paradigm (Semiotics)

A

Specific set of signifiers that producers are able to make choices from in order to construct a particular meaning.

32
Q

Syntagm (Semiotics)

A

Chain of signs that follow one another in a particular sequence; linear horizontal connection.

media theories (13 decks)

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