Theories

Question 1

What is Genre Theory

Answer 1

• By Steve Neale
• genres may be dominated by repetition but are also marked by difference variation and change
• Hybrid genres, subgenres

Question 2

what is a narrative theory?

Answer 2

• Todorov’s Narrative Structure Theory

* Equilibrium, disruption, recognition of disruption, attempt to repair, new equilibrium

Question 3

what are Propp’s character types? (7 total)

Answer 3

• The Villain
• The sidekick
• The Prize
• The donor
• The hero
• The false hero
• The father

Question 4

What is the binary opposites theory

Answer 4

• By Levi Strauss
• A relationship between two opposing ideas
• eg villain/hero, light/dark, masculinity/femininity

Question 5

What are enigma and action codes?

Answer 5

• 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

Question 6

what is a spornosexual representation?

Answer 6

a man who go the the gym in order to share eroticised images of their tones bodies on social media

Question 7

what is metrosexual?

Answer 7

describing a man who is especially meticulous about his grooming and appearance

Question 8

what are the theories of identity?

Answer 8

• by David Gauntlett

* the media provides us with tools and resources that we use to construct our own identities

Question 9

What is the stereotypes theory?

Answer 9

• by stuart hall

* the idea that stereotyping as a form of representation reduces peaople to a few simple characteristics or traits

Question 10

what is the star theory?

Answer 10

• by richard dyer

* the use of celebrities and ‘stars’ to sell a product and promote

Question 11

what is the fandom theory?

Answer 11

• 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

Question 12

what are the 5 audiences in Young & Rubicams 4C’s?

Answer 12

aspirers, mainstreamers, reformers, explorers, succeeders

Question 13

what are the mainstreamers?

Answer 13

they like security, tried and tested brands and like to belong to a group of similar people

Question 14

what are aspirers

Answer 14

they want status and prefer brands that show their place in society. could be persuaded by celebrity endorsement

Question 15

what are explorers?

Answer 15

they like to discover new things and are attracted to brands that offer new experiences

Question 16

what are succeeders?

Answer 16

already have status and control and have nothing to prove

Question 17

what are reformers?

Answer 17

they are less impressed by status they are not materialistic and like environmentally friendly brands and can be considered healthy

Question 18

what is the reception theory?

Answer 18

• by stuart hall
• preferred reading
• negotiated reading
• oppositional reading
• how could they change over time?

Question 19

what is a fragmented audience?

Answer 19

this means that audiences are divided into small groups due to the wide spectrum of media outlets

Question 20

What is convergence?

Answer 20

• The coming together of previously separated media industries
• eg mobile phones allow users to download and listen to music, view videos, tweet artists.

Question 21

What is the power and media industries theory?

Answer 21

• by curran and seaton

* The media are controlled by a number of companies primarily driven by ‘profit and power’

Question 22

what is the regulation theory? 

Answer 22

• 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

Question 23

what is a preferred reading?

Answer 23

audiences understands/ agrees with the texts meaning as the producer intended

Question 24

what is an oppositional reading?

Answer 24

The encoder’s (producers) message is understood but the decoder disagrees with it, reading in a contrary way

Question 25

what is a negotiated reading?

Answer 25

The audience accepts some of the messages that are presented but disagrees with others