module 1: intro to media, culture, and hegemony Flashcards
textual analysis
“close reading” of a text; analyzing words, images, actions, camera angles, lighting, color, etc. in an attempt to identify ideologies and socially shared meanings of a text
ideology
systematic concepts about life, human nature, society, and the role of individuals in society
framing
the process by which we make sense of the events around us
decoding
the way an audience member uses their knowledge of cultural codes and how the world works to understand a text
encoding
the dominant or preferred messages included in media by media producers
the five ways to cope with risks of production
administrative strategies
1. track record talent
2. market research
content based strategies
3. formulaic programming
4. stereotypes
5. casting
formulas/formulaic programming
higher reliance on same old formulas, considered less risky because of past success
stereotypes
widely held, oversimplified (and usually negative) images or ideas of a particular group of people
(cultural) hegemony
the power or dominance that one group holds over others; a method for gaining and maintaining power
marginalized groups
those in society who historically and/or currently have less access to power, privileges, and resources than the dominant group
intersectionality
the idea that various aspects of our identity collide to give each of us different experiences and different levels of privileges
symbolic annihilation
the implication that a certain group doesn’t exist because there are so few (or no) media representations of that population
discourse
a way of conceptualizing, discussing, or writing about social phenomena; interpretive frameworks or a “language” for talking about a subject
agency
refers to the capacity of a person to exert a level of power or autonomy
polysemy
the notion that media texts have multiple meanings
preferred/dominant meaning
a message that draws on widely held beliefs and assumptions of that society or group that fits in with their underlying values
