music videos (section a)

Question 1

Semiotics - Roland Barthes

Answer 1

The study of signs and symbols. (Denotations and connotations)

Question 2

Structuralism - Levi Strauss

Answer 2

BINARY OPPOSITIES
Texts can be understood through the examination of their underlying structure.

The idea that meaning is dependent on pairs of oppositions.

E.g.) Angel vs Devil
Good vs Bad etc.

Question 3

Post-Colonialism - Paul Gilroy

Answer 3

The ideas that colonial discourses continue to inform contemporary attitudes to race and ethnicity in post-colonial era.

Even though we no longer have colonies, the representation of these groups are still affected by that time.

Continued dominance of white culture.

Question 4

Alvarado’s Theory of representation of ethnicities in media

Answer 4

Alvarado says that there are five key themes in racial representation:
- Exotic
- Dangerous
- Humorous
- Pitied
- Sexualized

Question 5

Van Zoonen (Feminism)

Answer 5

The idea thar gender is constructed through discourse, and that its meaning varies according to cultural and historical context.

The idea that women’s bodies are displayed as objects and is to be looked at as a core element of western culture