Media Theorists ( SET )

Question 1

What is Paul Gilroy (1993 ) Representation/ Context Theory?

Answer 1

1. The spreading of the black diaspora due to the slave trade, created a transatlantic black culture and a mixing of black and white culture
   - Positive influence of black culture
   - ‘ Black culture is often made and re-made ‘
2. Postcolonial Melancholia is the negative reaction from white people responding to the black diaspora with racism
   - Because of a inherited ‘sadness and anger’ from loosing our colonies previously owned in Africa

Question 2

What is Gerbners Audience theory?

Answer 2

Cultivation Theory
- Expose to prolonged media products repeatedly over a long period time can have long term effects in the form of attitudes
- Makes the audience less receptive to actions e.g. violence exposure in real life

Question 3

What is Gauntletts ( 2007 ) Representation theory?

Answer 3

• Argues that ‘traditional media’ ( Offline Media ) have many different diverse messages
• Allows for audiences to think through their own identity
• E.g. Great British Bake-off allows audience to think about their British identity

Question 4

What is Bandura’s Audience theory?

Answer 4

Hypodermic Syringe Model
- Media directly influences people without audiences questioning it or the ideologies they are ‘injected’ with
- Links to video games and their affects on children

Question 5

What is Gauntletts ‘ Making and Doing’ theory?

Answer 5

• Through making things people engage with the world and create connections with each other
• Through the internet people are able to make and share ideas like projects
• We are seeing a shift from ‘sit back and be told’ to ‘making and doing’m

Question 6

What is Halls ( 1990 ) Representation and Context theory?

Answer 6

Reality ————— > Representation

• There is a gap between Reality and Representation
• Representation leads to a preferred reading
• In the gap is the context, producers opinion and stereotypes

Question 7

What is Baudrillards ( 1981 ) Language/ Context theory?

Answer 7

• A simulacrum is when we believe that the media version of something is more real than the actual version e.g. a tidal wave
• Intertextuality is a ‘copy of a copy of a copy’ and when a media product has obvious references to another media product

Question 8

What is Halls Audience theory?

Answer 8

Reception Theory
- Dominant Reading is when the audience fully agrees with the preferred message
- Negotiated Reading is when the audience partly agrees with the preferred reading but modifies it to reflect their own reading
- Oppositional Reading is when the audience understands the proffered reading but rejects it