Theories. Flashcards

1
Q

Hypodermic syringe theory.

  • what is it?
  • when was it developed?
A
  • needle represents media injecting audience with ideas
  • audience accepts ideas without question
  • passive audience
  • developed in 20s/30s
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2
Q

Two step flow theory.

A

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

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3
Q

4 main Uses and Gratifications

A
  • Personal Identity
  • Diversion
  • Personal relationships
  • Surveillance
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4
Q

U&G : Personal Identity

A
  • media’s used to portray different identities

- our opinion of different identities comes from media

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5
Q

U&G: Diversion (entertainment)

A
  • media distracts you from other things
  • offers a relief from real life
  • break from routine, relaxing
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6
Q

U&G: Personal relations (socialisation)

A
  • media socialises us
  • has an affect on relationships
  • the way we belong to groups
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7
Q

U&G: Surveillance (information)

A
  • used to inform
  • keep tabs on citizens
  • cctv
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8
Q

Todorov
equilibrium?
disequilibrium?
new equilibrium?

A

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

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9
Q

Props charter theory

- name 7 characters - who are they?

A

> 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)

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10
Q

Dystopia

A

world in turmoil

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11
Q

Utopia

A

perfect world

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12
Q

Claude Levi-Strauss

A

texts made up of binary opposites

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13
Q

Binary opposites

eg?

A
  • allow audience to make sense of the world
  • creates/reinforces ideologies
    (eg: men+women, night+day, good+evil)
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14
Q

Marshall Mcluhan

A

Global village

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15
Q

Innoculation model/ desensitisation

A

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

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16
Q

The 8 Galtung and Ruge’s news values.

A
> Time span
> Intensity
> Clarity
> cultural relevance
> continuity
> socio-cultural
> composition
> unexpectedness
17
Q

Blulmer and katz

A

uses and gratifications

18
Q

Abraham Maslow

A

Heirarchy of needs

19
Q

Laura mulvey

20
Q

Stanley cohen

A

Moral panic

21
Q

What is moral panic?

A

Escalating sense of panic in society due to media reports

22
Q

Perkins

A

stereotypes aren’t always false

23
Q

laura mulvey

24
Q

Gillian Dyer

A

Lines of appeal

25
Lines of Appeal definition
Advertisers use line of appeal to tap into the audiences desires or fears.
26
what are some lines of appeal?
- 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
27
Yung and Rubicam
Cross Cultural Consumer characterisation
28
name some of yung and rubicam's 4 c's
- explorer - aspirer - succeeder - reformer - mainstreamer - struggler - resigned
29
4C's : explorer
- goal is discovery - always try new things - look to be different from others
30
4C's: aspirer
- goal is status - focus more on other people's opinions - appearance is important
31
4C's: Succeeder
- goal is control - self confident - organised - strong goals
32
4C's: reformer
- goal is enlightenment - value own judgement - anti- materialistic
33
4C's: Mainstream
- goal is security - routine - mainstream in society
34
4C's: struggler
- goals is escape - others see them as losers or victims - often consume high amounts of alcohol and junk food