Theories Flashcards
What is Genre Theory
- By Steve Neale
- genres may be dominated by repetition but are also marked by difference variation and change
- Hybrid genres, subgenres
what is a narrative theory?
- Todorov’s Narrative Structure Theory
* Equilibrium, disruption, recognition of disruption, attempt to repair, new equilibrium
what are Propp’s character types? (7 total)
- The Villain
- The sidekick
- The Prize
- The donor
- The hero
- The false hero
- The father
What is the binary opposites theory
- By Levi Strauss
- A relationship between two opposing ideas
- eg villain/hero, light/dark, masculinity/femininity
What are enigma and action codes?
- By Barthes
- enigma refers to the information released to make audiences want to consume more of the text
- action codes signal to the audience a narrative event that will take place eg packing a suitcase
what is a spornosexual representation?
a man who go the the gym in order to share eroticised images of their tones bodies on social media
what is metrosexual?
describing a man who is especially meticulous about his grooming and appearance
what are the theories of identity?
- by David Gauntlett
* the media provides us with tools and resources that we use to construct our own identities
What is the stereotypes theory?
- by stuart hall
* the idea that stereotyping as a form of representation reduces peaople to a few simple characteristics or traits
what is the star theory?
- by richard dyer
* the use of celebrities and ‘stars’ to sell a product and promote
what is the fandom theory?
- by henry jenkins
- fans are active participants
- construct their social and cultural identities in the consumption of the media
- are part of a participatory culture (community
what are the 5 audiences in Young & Rubicams 4C’s?
aspirers, mainstreamers, reformers, explorers, succeeders
what are the mainstreamers?
they like security, tried and tested brands and like to belong to a group of similar people
what are aspirers
they want status and prefer brands that show their place in society. could be persuaded by celebrity endorsement
what are explorers?
they like to discover new things and are attracted to brands that offer new experiences
what are succeeders?
already have status and control and have nothing to prove
what are reformers?
they are less impressed by status they are not materialistic and like environmentally friendly brands and can be considered healthy
what is the reception theory?
- by stuart hall
- preferred reading
- negotiated reading
- oppositional reading
- how could they change over time?
what is a fragmented audience?
this means that audiences are divided into small groups due to the wide spectrum of media outlets
What is convergence?
- The coming together of previously separated media industries
- eg mobile phones allow users to download and listen to music, view videos, tweet artists.
What is the power and media industries theory?
- by curran and seaton
* The media are controlled by a number of companies primarily driven by ‘profit and power’
what is the regulation theory? 
- by livingstone and lunt
- The rise of convergent media technologies together with transformations in the production distribution and marketing of digital media, has placed approaches to media regulation at risk
what is a preferred reading?
audiences understands/ agrees with the texts meaning as the producer intended
what is an oppositional reading?
The encoder’s (producers) message is understood but the decoder disagrees with it, reading in a contrary way
what is a negotiated reading?
The audience accepts some of the messages that are presented but disagrees with others
