Media Theories (nutshell)

Question 1

Roland Barthes theory of semiotics

Answer 1

All elements of a media text are codes that need to be read. These can all be understood as the thing they are (denotative level) and the responses they are (connotative level)

Question 2

Tzvetan Todorov theory of narratology

Answer 2

Narratives follow a pattern of equilibrium > Disruption > New equilibrium

Question 3

Steve Neale theory of genre

Answer 3

Genre is recognisable but does change over time or borrow from other genres. Genre is important to institutions because it helps them to market texts.

Question 4

Claude Levi-Stauss theory of binary opposition

Answer 4

The conflict between binary opposites drives forward the narrative

Question 5

Jean Baudrillard theory of semiotics

Answer 5

The lines between created texts and reality are becoming blurred. For example perfect Instagram images seem ‘real’

Question 6

Curran and Seaton theory of Power and media industries

Answer 6

If we had more of a variety of media companies, we’d have more of a variety of texts

Question 7

Livingstone and Lunt theory of regulation

Answer 7

Who is regulation for? Can regulation keep up with new technologies

Question 8

David Hesmondhalgh theory of cultural industries

Answer 8

Industry uses tried and tested strategies to appeal to us - but we should be concerned only a few companies hold a lot of power

Question 9

Stuart Hall theory of representation

Answer 9

Media language is used to create representation. Stereotyping is often used to assert power

Question 10

David Gauntlett theory of identity

Answer 10

We use the internet and other media texts to help us create our identity. We now have more of a variety of representations to identify with

Question 11

Van Zoonen theory of femininity

Answer 11

Men and women are represented differently in the media. Women are objectified as a result of western culture

Question 12

Bell Hooks theory of femininity

Answer 12

Feminism is a political struggle to end patriarchal domination and other factors affect this domination, including race and class

Question 13

Judith Butler theory of gender performativity

Answer 13

Gender is a social construct - ‘masculine’ and ‘feminine’ are created through repetition

Question 14

Paul Gilory theory of ethnicity and post colonialism

Answer 14

Even though we no longer have colonies, the representation of these groups is still affected by that time

Question 15

Bandura theory of effects debate

Answer 15

If an audience sees aggressive behaviour, they are likely to mimic it

Question 16

George Gerbner theory of Cultivation

Answer 16

The more we see the same representations and messages, the more we believe they are true

Question 17

Stuart Hall theory of reception

Answer 17

Producers want audiences to respond in a particular way to a text. Some audiences do (preferred reading), some audiences don’t (oppositional reading) and some are in the middle (negotiated reading)

Question 18

Henry Jenkins theory of participatory culture

Answer 18

The internet has allowed fans to gather and create their own texts and easily share their work. Instead of just consuming the texts , the audiences are creating them.

Question 19

Clay Shirky theory of ‘end of audience’

Answer 19

We are now more likely to use the internet and other technologies to respond to texts, including creating our own