Theories.

Question 1

Hypodermic syringe theory.

• what is it?
• when was it developed?

Answer 1

• needle represents media injecting audience with ideas
• audience accepts ideas without question
• passive audience
• developed in 20s/30s

Question 2

Two step flow theory.

Answer 2

media —> opinion leader 123etc —-> audience 123..

Question 3

4 main Uses and Gratifications

Answer 3

• Personal Identity
• Diversion
• Personal relationships
• Surveillance

Question 4

U&G : Personal Identity

Answer 4

• media’s used to portray different identities

- our opinion of different identities comes from media

Question 5

U&G: Diversion (entertainment)

Answer 5

• media distracts you from other things
• offers a relief from real life
• break from routine, relaxing

Question 6

U&G: Personal relations (socialisation)

Answer 6

• media socialises us
• has an affect on relationships
• the way we belong to groups

Question 7

U&G: Surveillance (information)

Answer 7

• used to inform
• keep tabs on citizens
• cctv

Question 8

Todorov
equilibrium?
disequilibrium?
new equilibrium?

Answer 8

Equilibrium: existing state of harmony
Disequilibrium: disrupted by unfortunate event which leads to series of conflictions
New equilibrium: evil forces defeated, harmony is restored

Question 9

Props charter theory

- name 7 characters - who are they?

Answer 9

> villain - creates complication in narrative
donor - gives hero something to help resolution
helper - helps hero resolves resolution
princess - saved by hero
dispatcher - sends the hero on a task
hero - central protagonist, save the day
false hero - appears good, turns out bad (rare)

Question 10

Dystopia

Answer 10

world in turmoil

Question 11

Utopia

Answer 11

perfect world

Question 12

Claude Levi-Strauss

Answer 12

texts made up of binary opposites

Question 13

Binary opposites

eg?

Answer 13

• allow audience to make sense of the world
• creates/reinforces ideologies
  (eg: men+women, night+day, good+evil)

Question 14

Marshall Mcluhan

Answer 14

Global village

Question 15

Innoculation model/ desensitisation

Answer 15

The more exposure you have to something, the less effective it is. (violence, language, nudity)

Question 16

The 8 Galtung and Ruge’s news values.

Answer 16

> Time span
> Intensity
> Clarity
> cultural relevance
> continuity
> socio-cultural
> composition
> unexpectedness

Question 17

Blulmer and katz

Answer 17

uses and gratifications

Question 18

Abraham Maslow

Answer 18

Heirarchy of needs

Question 19

Laura mulvey

Answer 19

Male gaze

Question 20

Stanley cohen

Answer 20

Moral panic

Question 21

What is moral panic?

Answer 21

Escalating sense of panic in society due to media reports

Question 22

Perkins

Answer 22

stereotypes aren’t always false

Question 23

laura mulvey

Answer 23

male gaze

Question 24

Gillian Dyer

Answer 24

Lines of appeal

Question 25

Lines of Appeal definition

Answer 25

Advertisers use line of appeal to tap into the audiences desires or fears.

Question 26

what are some lines of appeal?

Answer 26

• happy families
• Luxurious lifestyles
• dreams and fantasy
• love / romance
• elite people
• glamorous places
• successful careers
• art, culture history
• nature and natural world
• self importance and pride
• childhood
• comedy

Question 27

Yung and Rubicam

Answer 27

Cross Cultural Consumer characterisation

Question 28

name some of yung and rubicam’s 4 c’s

Answer 28

• explorer
• aspirer
• succeeder
• reformer
• mainstreamer
• struggler
• resigned

Question 29

4C’s : explorer

Answer 29

• goal is discovery
• always try new things
• look to be different from others

Question 30

4C’s: aspirer

Answer 30

• goal is status
• focus more on other people’s opinions
• appearance is important

Question 31

4C’s: Succeeder

Answer 31

• goal is control
• self confident
• organised
• strong goals

Question 32

4C’s: reformer

Answer 32

• goal is enlightenment
• value own judgement
• anti- materialistic

Question 33

4C’s: Mainstream

Answer 33

• goal is security
• routine
• mainstream in society

Question 34

4C’s: struggler

Answer 34

• goals is escape
• others see them as losers or victims
• often consume high amounts of alcohol and junk food