Theories

Question 1

Andrew Medhurst - Stereotypes
👗🩰🛍💄👠💍

Answer 1

He believed that stereotypes are used as quick identification if there isn’t enough time to get to know the characters.

Question 2

Richard Dyer - Negitive view
💪👉 - 👱‍♀️🚫

Answer 2

• People in power give stereotypes to people without
• This can reinforce assumptions and ideologies

Question 3

David Gauntlett - Construction of Identity
🤳📷😶‍🌫️

Answer 3

• The media gives people the tools to form our own identity
• ‘Reprisentation can be personally constructed’
• By choosing what you share on social media you are representing yourself

Question 4

What are Stuart Hall’s three approaches to Reprisentation?
🪟🚫🏗

Answer 4

• Reflective
• Intentional
• Constructional

Question 5

Stuart Hall - Approaches to Reprisentation
1. Reflective 🪟 📰📻

Answer 5

According to this view when we are representing something we are taking its true meaning and creating a replica, like reflecting something in a mirror
e.g. the news

Question 6

Stuart Hall- Approaches to Reprisentation
2. Intentional 🪟🚫

Answer 6

The opposite of the reflective idea. This time the most important thing in the process is the person doing the representing. They are showing their views and ideology

Question 7

Stuart Hall- Approaches to Reprisentation
3. Constructionalist 🏗

Answer 7

• A response to the weaknesses of the other theories
• No matter is it is reflective or Intentional representation the viewers will have their own interpretation.

Question 8

The hypodermic syringe 💉 💭

Answer 8

• The media is like a syringe that injects ideas, attitudes and beliefs into the audience as a powerless mass and have little choice but to be influenced
E.g watch something violent = do something violent

Question 9

Culmination theory
📺 ➕️ 📻 ➕️ 🖥 🟰 💭

Answer 9

Watching any one media text does not have too much effect but watching it repeatedly will.
E.g more violence you watch the less sensitive you are

Question 10

Two step flow
🧍‍♀️🧍💬

Answer 10

• Our opinions are influenced by others
• Whatever our experience of the media we will be likely to discuss it with others and if we respect their opinion, the chances are we will be effected by it
(Opinion leaders)

Question 11

Users and Gratification 🖥

Answer 11

• We all have different uses of the media and we can choose what to watch.
• When we encounter media it is not just mindless entertainment we are expecting to get something

Question 12

Reception analysis
🍿🎞

Answer 12

• This suggests that the audience themselves help create meaning to a text.
• We all decode texts in different ways as a result of upbringing, mood, location, people we are with.

Question 13

Integration and Social Interaction
👨‍👩‍👧‍👦

Answer 13

• We use the media to find out about other people
• Watching a show helps us to emphasise with lives of others

Question 14

David Gauntlett - Gender Reputation
🍭🍬🧁🍫

Answer 14

• The media used to show straight forward gender stereotypes
• Now a more diverse range of representations are shown
• We can ‘Pick and Mix’ ideologies from this

Question 15

Laura Mulvey - Male Gaze
🤵‍♂️👁

Answer 15

• The tenancy of media products to assume the male viewpoint
• Objectifies women
• Portrayed in a way that reflects male desires

Question 16

Judith Butler - Queer Theory

Answer 16

• Gender is not based on how we are born but how we choose to act
• You can have traits of either gender regardless of your gender

Question 17

Angela McRobbie - Post Feminism
💪👠

Answer 17

• Being provocative and sexulised but also appearing strong and empowered

Question 18

Donald L Mosher - Hypermasculinity

Answer 18

• Exaggerating male stereotypes and behaviour

Question 19

Sarah Gill - Female Gaze
👰‍♀️👀

Answer 19

• Looking at men in a sexual or objectifying way

Question 20

What idea did Ronald Barthes introduce?

Answer 20

Signs can function at the level of denotation of the literal meaning and connotation of the meaning associated with it.

Question 21

Steve Nele - Genre

Answer 21

• Genres are instances of repetition and difference
• Familiar elements can be presented in unfamiliar ways
• Difference is essential to sustain a genre simply repeating codes would not appeal to an audience
• Audience’s enjoy seeing how a genre has been manipulated to produce something different yet recognisable
• It is an advantage to the media as they know what consumers will like

Question 22

Levi Strauss - Binary Opposite Theory

Answer 22

• They are used by producers to create conflict, drama or meaning
• It is for things to be compared or contrasted

Question 23

David Gauntlet - Identity Theory

Answer 23

• Audiences gat a sense of their own identity from the media products they consume
• You may get an idea of who you are or who you want to be

Question 24

Hermeneutic/ Enigma codes

Answer 24

The part of the media text that will engage the audience’s interest

Question 25

Semantic codes

Answer 25

• The parts of a media product that we understand have a hidden meaning/ have a connotation
  e.g. hugging the product shows how much they love it

Question 26

Proerratic/ Action codes

Answer 26

Elements of a media product that signify that something will happen as a result
e.g. grabbing a gun … someone will get shot

Question 27

Referential/ Cultural codes

Answer 27

• References that a certain group or culture will understand
• This may exclude some audiences