Proper theorys!!!!!!

Question 1

Todorov suggested

Answer 1

Narrative theory
Suggests that all narratives follow a three part structure where they begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when equilibrium is restored.

Question 2

Katz and Lazarsfeld identified

Answer 2

Two step flow theory

Opinion is made, opinion leader promotes it and then the audience takes it in

Question 3

Mulvey observed

Answer 3

The male gaze
That film represents women as passive objects of male desire
Audiences are forced to view women from the point of view of a heterosexual male even if they are heterosexual men or homosexual men

Question 4

Perkins outlined

Answer 4

Representation - Gave arguement that the use of stereotypes can be good, that stereotypes can change and even be positive

Question 5

According to Propp

Answer 5

Character types 
Hero 
Villain
Helper
Despatcher 
Prize

Question 6

Galtungad Ruge

Answer 6

News values
General guidelines or criteria used by media outlets, such as newspapers or broadcast media, to determine how much prominence to give to a story.

Question 7

Maslow perceived

Name all 5

Answer 7

Created a hierarchy of needs useful when examing advertising.
Self-actualisation e.g. achieving individual potential
Esteem e.g. achievement, status
Belonging e.g. friendship, family
Safety needs e.g. health, employment
Physiological needs e.g. food, sleep

Question 8

Barthes considered

What did he say texts could be?

Answer 8

Five codes that describe the meaning of a text
‘Open’ - unravelled in lots of different ways
‘Closed’ - only one obvious thread to pull on

Question 9

What is the Enigma code?

Answer 9

Enigma code - Mystery in a text clues are dropped but no clear answers given can frustrate audience and make them want to know more

Question 10

What is the Action code?

Answer 10

Contains sequential elements of action in the text and add suspense

Question 11

What is the Semantic code?

What is a seme?

Answer 11

(Denotation) Parts within a text that suggests or refers to additional meanings
Elements of the same semantic code it has an extra layer of meaning in addition to its literal meaning

Question 12

What is a symbolic code?

Answer 12

(Connotation) This exercises opposites to show contrast and create a greater meaning, creating tension, drama and character development

Question 13

What is a referential code?

Answer 13

Anything that refers to an external body of knowledge such as scientific, historical and cultural knowledge (e.g. ‘made man’ in gangster film is part of a mafia culture)

Question 14

Levi-Strauss recognised

What are binary opposites?

Answer 14

How narratives unconsciously reflect the values, beliefs and myths of a culture. Expressed in form of binary opposites
A conflict between two qualities or terms e.g. homesteaders and native americans

Question 15

Vance Packard explored

Answer 15

The idea that ads mislead and unconsciously manipulate the viewer

Question 16

Bandura identified

Answer 16

Mass communication theory. That children and adults acquire attitudes, emotional responses, and new styles of conduct through filmed and televised modelling

Question 17

According to Medhurst

Answer 17

The stereotype theory. Stereotypes can be seen as a type of media shorthand that provides an easy point of contact when the text needs to communicate quickly with the audience e.g. for less significant of new characters

Question 18

Stuart Hall observed
What is Dominant reading?
What is Negotiated reading?
What is Oppositional reading?
Define Polysemy

Answer 18

Encoding/Decoding theory. Three ways in which we read media text.
Reader fully accepts the preferred reading (read the text the way the author intended them to)
Reader party believes PR but sometimes modifies it in a way in which reflects they’re own position, experiences and interests
The readers social position places them in an oppositional relation to the dominant code. They reject the reading
For a text to have multiple meanings

Question 19

Gerbner suggested

Answer 19

Cultivation theory. Cultivation theory examines the long-term effects of television. The primary proposition of cultivation theory states that the more time people spend ‘living’ in the television world, the more likely they are to believe social reality portrayed on television.

Question 20

Daniel Chandler

Answer 20

There are specific conventions for a genre but in film they aren’t necessarily followed, whats more important is the way that they are varied

Question 21

What is the hypodermic needle theory?

Answer 21

Mass media could influence a large no. of people directly by ‘injecting’ them with appropriate messages designed to trigger a response. They end up thinking what they are told because there is not other source of information