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Media Studies > Media Theory > Flashcards

Media Theory Flashcards

1
Q

media forms

A

medium used to communicate messages

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2
Q

media platforms

A

chosen method of distribution for a media form

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3
Q

production

A

making the media product (scripting, storyboarding, editing)

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4
Q

marketing

A

promoting and selling the product

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5
Q

distribution

A

making the media products available for consumption

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6
Q

institutions

A

large media companies (one conglomerate that has many subsidiaries/multiple industries under their umbrella). entities responsible for media production, regulation, or distribution.

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7
Q

subsidiaries

A

smaller companies controlled by a parent company

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8
Q

conglomerates

A

large corporations that own multiple companies (often including subsidiaries) across various industries or sectors, sometimes including media institutions.

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9
Q

synergy

A

2 or more institutions/companies working together to combine their efforts to gain more than they could achieve alone

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10
Q

two types of convergence

A

technological convergence, cross-media convergence

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11
Q

technological convergence

A

the process of communication, computing and content creation all come together on one device

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12
Q

cross-media convergence

A

collaboration of different media forms

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13
Q

big 6 conglomerates (now 5)

A

comcast, disney, sony, AT&T, fox (now under disney), paramount global

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14
Q

oligopolies

A

small number of large companies control industry

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15
Q

monopolies

A

one large company control entire industry

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16
Q

vertical integration

A

when a company buys out or takes over a company that does a different part of the process as them

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17
Q

horizontal integration

A

when a company buys out or takes over a company that does same process as them

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18
Q

curran and seaton theory

A

media industries are dominated by a small number of giant conglomerates. they believe that media industries and companies are all about profit and power. this results in lack of choice. they believe independent diverse ownership results in more choice, creativity and diversity of products. they care about educational value and message

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19
Q

hesmondhalgh theory

A

Reduce risk and maximize audience for success. He specified various ways media companies can ensure
this success:
1. Vertical/horizontal integration
2. Variety of media platforms and technologies – use convergence to cater to larger audience.
3. Focus on popular genres/formats/stars – methods that have been tried and tested i.e that’s why we
have sequels.
4. Controlling release schedules – can release at once all over the world or space it out.
5. Detailed marketing campaigns

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20
Q

hegemony theory by antonio gramsci

A

Lower class is dominated by wealthier and more powerful classes as they control media.
1. Shape content on media.
2. False consciousness – give people the idea that they are getting the complete view.
3. Manufacture consent - media serves the interests of elite groups in society, shaping public opinion
to align with elite agendas

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21
Q

noam chomsky theory

A

Chomsky too believed in manufactured consent and that powerful and wealthy influence and control media.

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22
Q

case study for manufactured consent

A

Australian News Bargaining Code 2019 and how Facebook’s hegemonic powers were observed

23
Q

two types of audiences

A

active and passive

24
Q

active audiences

A

deliberately choose to interact with the product

25
Q

theories for active audiences

A

stuart hall, jenkins, clay shirky, uses and gratifications model

26
Q

passive audiences

A

consume media without thinking/choosing/decision making

27
Q

theories for passive audiences

A

hypodermic syringe model, bandura

28
Q

other general theories

A

george gerbner - cultivation theory
gauntlett - identity theory
top down model
two step flow model

29
Q

stuart hall’s reception theory

A

he believed that audiences might actively participate in decoding messages by drawing on their own social context

30
Q

encoding

A

the director encodes the intended meaning of media text into media contexts. it is based on their ideas, intentions and tech available

31
Q

decoding

A

audience decode the meaning of the director’s encoding. they may agree, disagree, or partially agree

32
Q

3 ways of decoding

A
  1. Preferred - audience decode it exactly the way it was encoded.
  2. Oppositional - audience understand the preferred meaning but don’t accept and reject it.
  3. Negotiated - between preferred and oppositional. (Partial)
33
Q

henry jenkin’s fandom theory

A

audiences are an important part of the media production, distribution, consumption, and circulation process. a dedicated audience engages in textual poaching due to the improvement in domestic technology

34
Q

textual poaching

A

audience taking media products and raking/reworking it to create meaning of their own

35
Q

clay shirky’s end of audience theory

A

believes that audiences are no longer passive. he believes audiences are more active and want to interact with media. this is due to the explosion of technology

36
Q

examples of the end of audience theory

A

daily mirror and times newspaper have apps and and online presence, digital versions and websites and interactive options. washington times paper allows for vr experiences

37
Q

uses and gratifications theory

A

it focuses on how individuals actively seek out media to fulfill specific needs and desires, such as entertainment, information, personal identity, and social integration. it emphasizes the agency of audiences in choosing media that satisfies their psychological and social needs

38
Q

hypodermic syringe model

A

this model sees the audience as a homogeneous mass, as passive and believing what they see in the media without questioning the context

39
Q

albert bandura’s bobo doll experiment

A

it was aimed to test the idea that children can learn aggressive behaviors by observing adults. its findings fueled concerns that children who watch violent media content may be more likely to exhibit aggressive behavior themselves. bandura believed in copycat behavior

40
Q

criticisms of the bobo doll experiment

A

artificial setting may not reflect real world situations, focus on short term behaviors

41
Q

george gerbner’s cultivation theory

A

long term exposure to media content can shape an individual’s perception of reality, leading them to adopt beliefs and attitudes consistent with the media they consume

42
Q

case study for the cultivation theory

A

in the Facebook – Rohingya conflict, the Rohingya citizens were repeatedly represented as terrorists instead of immigrants and dehumanized using terms
such as vermin and viruses.

43
Q

gauntlett’s identity theory - audience identity

A

audiences learn about their own identity and get a sense of self from media products

44
Q

example of audience identity

A

Black Panther: Wakanda Forever (2022) – African culture and heritage representations allows
black characters allow audience to develop their
own identity.

45
Q

gauntlett’s identity theory - gender identity

A

Past = simple, stereotypical, binary gender representations i.e. female and male.
Now = diverse complex representations.
Ex: Red, White and Royal Blue – Gay representation.

46
Q

top down model

A

media content is controlled and disseminated by a few powerful entities at the top, such as large corporations or government bodies. these entities determine what information is produced and distributed to the public. the audience at the bottom passively receives the content with limited opportunity for feedback

47
Q

two step flow model

A

the two step flow model suggests that media effects are indirectly mediated by opinion leaders. media messages first reach these opinion leaders, who are typically more active and engaged with the media. these leaders interpret and transmit the information to their followers, influencing their attitudes

48
Q

agenda setting theory

A

suggests that media doens’t tell people what to think but rather what to think about

49
Q

the long tail theory

A

suggests that in the digital age companies can make money by selling a large number of unique products to niche audiences, rather than just focusing on the most popular ones. this can be done with the aid of digital platforms

50
Q

bourdieusian theory

A

it looks at how poeple’s tastes and preferences are influenced by their social statue and cultural background. this is tied to cultural captial. media consumption reflects their cultural capital and people from higher social classes have access to different media content comapred to others

51
Q

The 4Ps of Marketing - product, price, place, promotion

A

they are key factors that businesses use to create and sell products. media companies use this to figure out how to create appealing content, set the right price, distribute it across the best platforms, and promote it effectively to attract audiences

52
Q

branding theory

A

focuses on how companies create a unique identity for their product so that audiences instantly recognize and relate to it. this means creating a recognizable name or image for content or platforms. like how disney is associated with family-friendly movies while Netflix is linked to original series’ and movies

53
Q

digital distribution theory

A

it looks at how the internet and digital technologies have changed the way media content it shared and accessed. with the rise of streamin gplatforms, social media, and wedbsites, media is no longer available through just traditional channels like TVs and cinemmas. this has opened up opportunities for content creators to reach gloabl audiences without relying on physical distribution

Media Studies (4 decks)

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