Theories. Flashcards
Hypodermic syringe theory.
- what is it?
- when was it developed?
- needle represents media injecting audience with ideas
- audience accepts ideas without question
- passive audience
- developed in 20s/30s
Two step flow theory.
media —> opinion leader 123etc —-> audience 123..
4 main Uses and Gratifications
- Personal Identity
- Diversion
- Personal relationships
- Surveillance
U&G : Personal Identity
- media’s used to portray different identities
- our opinion of different identities comes from media
U&G: Diversion (entertainment)
- media distracts you from other things
- offers a relief from real life
- break from routine, relaxing
U&G: Personal relations (socialisation)
- media socialises us
- has an affect on relationships
- the way we belong to groups
U&G: Surveillance (information)
- used to inform
- keep tabs on citizens
- cctv
Todorov
equilibrium?
disequilibrium?
new equilibrium?
Equilibrium: existing state of harmony
Disequilibrium: disrupted by unfortunate event which leads to series of conflictions
New equilibrium: evil forces defeated, harmony is restored
Props charter theory
- name 7 characters - who are they?
> 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)
Dystopia
world in turmoil
Utopia
perfect world
Claude Levi-Strauss
texts made up of binary opposites
Binary opposites
eg?
- allow audience to make sense of the world
- creates/reinforces ideologies
(eg: men+women, night+day, good+evil)
Marshall Mcluhan
Global village
Innoculation model/ desensitisation
The more exposure you have to something, the less effective it is. (violence, language, nudity)
The 8 Galtung and Ruge’s news values.
> Time span > Intensity > Clarity > cultural relevance > continuity > socio-cultural > composition > unexpectedness
Blulmer and katz
uses and gratifications
Abraham Maslow
Heirarchy of needs
Laura mulvey
Male gaze
Stanley cohen
Moral panic
What is moral panic?
Escalating sense of panic in society due to media reports
Perkins
stereotypes aren’t always false
laura mulvey
male gaze
Gillian Dyer
Lines of appeal
Lines of Appeal definition
Advertisers use line of appeal to tap into the audiences desires or fears.
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
Yung and Rubicam
Cross Cultural Consumer characterisation
name some of yung and rubicam’s 4 c’s
- explorer
- aspirer
- succeeder
- reformer
- mainstreamer
- struggler
- resigned
4C’s : explorer
- goal is discovery
- always try new things
- look to be different from others
4C’s: aspirer
- goal is status
- focus more on other people’s opinions
- appearance is important
4C’s: Succeeder
- goal is control
- self confident
- organised
- strong goals
4C’s: reformer
- goal is enlightenment
- value own judgement
- anti- materialistic
4C’s: Mainstream
- goal is security
- routine
- mainstream in society
4C’s: struggler
- goals is escape
- others see them as losers or victims
- often consume high amounts of alcohol and junk food
