Media Theorists Flashcards

1
Q

Roland Barthes (Media Language)

A

Semiotics: Signification, sign and signified. Media uses myths to communicate and which reinforces dominant ideologies in society.

Five codes:
1. Enigma code - unanswered questions
2. Action code - clues to suggest something will happen
3. Semantic code - signs and symbols
4. Symbolic code - opposite meanings
5. Referential code - anything that links to extra knowledge like science, history

Best for advertising, music videos, newspapers, magazines & online media

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2
Q

Tzvetan Todorov (Media Language)

A

Narratology: all share a basic structure of equilibrium>disequilibrium>new equilibrium

Old Town Road, Ghost Town (?),

television, music videos, radio

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3
Q

Steve Neale (Media Language)

A

Genre theory: dominated by repetition, variation and differentiation.
Genre is determined by repetition. ‘Genres are repeated instances of repetition and difference’ ‘difference is absolutely essential to the economy of the genre’

Music videos, television

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4
Q

Claude Lévi-Strauss (Media Language)

A

Binary Opposition: the conflict between binary opposites drives forward the narrative
Combining two opposites to create meaning

Advertising, music videos, newspapers, television, magazines and online media

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5
Q

Jean Baudrillard (Media Language)

A

Semiotics: hyperreality involves the lines between created texts and reality are becoming blurred
Hyperreality - media creates a hyper-reality based on the continuous process of mediation

Television, online media

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6
Q

Curran and Seaton (Media Institutions)

A

Power and Media Industries: media is controlled by a small number of companies driven by the logic of profit and power.
The media is controlled by an oligopoly and is driven by profit and power.

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7
Q

Livingstone and Lunt (Media Institutions)

A

Regulation: Who is the regulation for? Can regulation keep up with new technologies?
Believes there is a struggle in recent Uk regulation between protecting (through censoring) the public. The public needs a choice and ability to read/see what they want.
Digital tech places regulation at risk because people could access material that may have been censored in the past.

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8
Q

David Hesmondhalgh (Media Institutions)

A

Cultural industries: We should be concerned how only a few companies hold a lot of power and use tried and tested strategies that appeal to us
Minimise risk = maximise profit.

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9
Q

Stuart Hall (Representation)

A

Representation theories: media language is used to create representations. Stereotyping is often used to assert power
Theory of representation: audiences have different interpretations of the media:
Encoding - media contains ideologies of those who made it
Decoding - audience gain their own ideas on the media text

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10
Q

David Gauntlett (Representation)

A

Theories of identity: we use the internet and other media texts to help us create our identity.
Media gives us the tools to construct our own identities. ‘Pick and mix’

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11
Q

Liesbet van Zoonen (Representations)

A

Feminist theory: women are represented as objects and men are the spectacle
Media has the ability to change the outlook on women

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12
Q

bell hooks (Representation)

A

Feminist theory: feminism is a political commitment rather than a life choice through patriarchal domination
A white woman is shown to be more desirable than a black woman.

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13
Q

Judith Butler (Representation)

A

Gender perfomativity: gender is a social construct - ‘masculine’ and ‘feminine’ are created through repetition
Actions or the way people perform can suggest their gender

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14
Q

Paul Gilroy (Representation)

A

Ethnicity and Postcolonialism: representation of groups are still affected by ex-colonies. There are racial hierarchies
Theory of ethnicity - colonial theory: Blake people may face diasporic experiences in white capitalist culture. May feel unwanted in Britain.

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15
Q

Albert Bandura (Audience)

A

Effects Debate: if an audience sees aggressive behaviour, they are likely to mimic it
Bobo Doll Experiment: media implants ideas into the audience directly, audiences then acquire attitudes, styles etc

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16
Q

George Gerbner (Audience)

A

Cultivation theory: the more we see the same representations and messages, the more we believe they are true.
Believes that repeated patterns of representation can shape and influence people’s perceptions

17
Q

Stuart Hall (Audience)

A

Reception Theory: preferred reading, negotiated reading and oppositional reading. Producers want us to respond in a particular way

18
Q

Henry Jenkins (Audience)

A

Participatory Culture: the internet has allowed fans to gather and create their own texts and easily share their work, instead of us consuming the texts
Fandom theory - fans of media products are active participants in the construction and circular meaning. Create their identity with media products

19
Q

Clay Shirky (Audience)

A

End of audience: audiences are no longer passive due to the way social media operates. We contribute to the media actively instead of passively.
Cannot be a passive consumer in the age of the internet because of the rise of the prosumer who can create their own

20
Q

Laura Mulvey (Representation)

A

Male gaze: the audience is put into the perspective of a heterosexual man who objectifies women