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Media Studies Gemma > Mix and Match all > Flashcards

Mix and Match all Flashcards

1
Q

Which theorist created the idea of “the male gaze”?

A

Laura Mulvey:

All women in media are viewed through the eyes of heterosexual men.

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2
Q

Which theorist states that all elements of a media text are codes that need to be read?

A

Roland Barthes

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3
Q

Give three examples of “codes” that can be read.

A 
Symbolic
Semantic
Gesture
Visual
Audio
Enigma
Action
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4
Q

Who created Uses and Gratifications theory?

A

Blulmer and Katz

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5
Q

What are the 4 reasons people consume media? (Uses and Gratifications)

A
  • Entertainment / Diversion
  • Information
  • Personal Identity
  • Socialization
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6
Q

What year were Proctor and Gamble established?

A

1946

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7
Q

What years were Hammer Horror Films’ “Golden age”?

A

1955 - 1976

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8
Q

In which year was the Kiss of the Vampires movie released?

A

1963

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9
Q

What does Judith Butler state about gender?

A

Gender is a social construct. “Masculine” and “Feminine” are created through repetition.

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10
Q

What is Wateraid’s aim?

A

“To make water, toilets and hygiene available to everybody”.

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11
Q

Which theorist is most closely linked to ideas of genre?

A

Steve Neale

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12
Q

Name some of the conventions of Horror movies shown in Kiss of the Vampires’ movie poster.

A
  • Bats
  • Full moon
  • Dripping blood
  • Night
  • Fog
  • Isolated house
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13
Q

Name the three words in small print on the Tide ad - “World’s _____ wash!” “World’s _____ wash!” “Actually _____ clothes!”

A

“Cleanest”, “Whitest” and “Brightens”.

The first two are superlatives, which shows brand superiority.

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14
Q

Name a few (3-5) conventions of charity advertising.

A
  • Voiceover
  • Sad, slow music
  • Children/ mothers/ emotive imagery
  • B/W colour scheme or desaturated
  • Explicit pleas to donate
  • Statistics
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15
Q

Define “wild tracking”. (Hint: it’s to do with how sound is recorded.)

A

Sound recorded independently of the film or video shoot.

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16
Q

What is a “canted shot”?

A

A shot at a strange angle. Often done to confuse and disorient the viewer.

17
Q

What is a diagesis?

A

A fictional space created by a text.

18
Q

Name the five levels of Maslow’s Hierarchy of Needs.

A
  1. Physiological needs.
  2. Safety.
  3. Belonging
  4. Esteem
  5. Self-actualisation.
19
Q

Give an example of something “above the line” and something “below the line”.

A

Above: a journalist writing professionally for a paper.
Below: commentors on the site who do not work for the paper.

20
Q

What is Wateraid’s USP?

A

The positive message and codes in the advert, unlike many negative adverts. Aimed to “break the charity ad formula”.

21
Q

What does Paul Gilroy state?

A

Colonial discourses continue to inform contemporary attitudes to race and ethnicity, even in the post-colonial era.

22
Q

How is suspense created in the Kiss of the Vampires poster? (Semiotics!)

A

Enigmas re. the relationship between the vampires, connoted through composition and the word “Kiss”.

23
Q

What famous song is featured in the Wateraid advert?

A

Sunshine on a Rainy Day

24
Q

What is the Dominant hegemonic reading?

A

The position of a viewer who can identify with the hegemonic position and receive the dominant message of an image or text (such as a television show) in an unquestioning manner. (Often white males).

25
Q

Define encoding.

A

The message the producers want the media text to put across. E.g. they might encode a charity ad to make people donate money.

26
Q

Define decoding.

A

The message the audience actually takes from a media text, e.g. “that charity ad was tacky and it’s not a worthy cause”.

27
Q

Define stereotype.

A

a widely held but fixed and oversimplified image or idea of a particular type of person or thing.

28
Q

Define Hegemony.

A

leadership or dominance, especially by one state or social group over others.

29
Q

Define collective identity.

A

Collective identity is the shared definition of a group that comes from its members’ common interests, experiences, and solidarities.

30
Q

Define voyeurism.

A

the practice of gaining sexual pleasure from watching others when they are naked or engaged in sexual activity.

31
Q

Define “female gaze”.

A

The female gaze is a feminist film theoretical term representing the gaze of the female viewer.

32
Q

Define “male gaze”.

A

In feminist theory, the male gaze is the act of depicting the world and women in the visual arts and literature from a masculine and heterosexual point of view, presenting women as objects of male pleasure. - mulvey

33
Q

Define marginalisation.

A

treat (a person, group, or concept) as insignificant or peripheral.

34
Q

Define socialisation.

A

the activity of mixing socially with others, or learning to act in a way that is acceptable in society.

Media Studies Gemma (8 decks)

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