Theories Flashcards
Bulmer and Katz 4 reasons why an audience may choose a particular text
- Diversion
- Personal relationships
- Personal identity
- Surveillance
Hyperdermic seringe theory
Suggests the media is like a drug which the audience are addicted to. Producers inject ideas into the minds of a passive audience, provoking a specific response
Socio economic scale
A- higher managerial, administrative, professional
B- intermediate managerial, professional
C1- supervisory, clerical, junior managerial, sales person
C2- skilled manual
D- semi skilled manual
E- casual labour, pensioners, unemployed, those who receive basic benefits
Young and Rubican split an audience into 7 sections dependant on how they respond to a text
- Mainstream
- Struggler
- Resigned
- Succeeder
- Explorer
- Reformer
- Aspirer
Maslows hierarchy of needs
Physiological needs Safety Love/ belonging Esteem Self actualisation
Audience reception theory, the meaning of the text is produced by the audience rather than the producer
Preferred- audience understands and accepts the ideology offered
Negotiated- audience understands the ideology, but only accepts some of it
Oppositional- audience interprets ideology in the opposite way to what was intended
Gaitung and Ruge 1981 news values
- Immediacy
- Familiarity
- Amplitude
- Frequency
- Umbiguity (is it clear and definite)
- Predictability
- Surprise
- Continuity ( has story already been defined as news)
- Elite nations + people
- Negativity
- Balance (in comparison to other news stories)
Perkins stereotypes
1, stereotypes are not always bad
2, they are not always about minority’s or the less powerful
3, they can be held about ones own group
4, they are not rigid or unchanging
5, they are not always false
Uses and gratifications blumer and Katz
An audience theory which suggests that rather than absorbing all the media audiences will seek out a respond to texts that meet their needs.
Needs include diversion (entertainment) a, personal identity, surveillance, personal relationships.
Synergy
Use of one product to make another more successful
Hegemony
The practise among powerful groups of dominating the media, asserting their ideology and dissuading audiences from other ideologies through the use of propaganda
9 basic plot archetypes by Marxist
- Overcoming the monster
- The quest
- Voyage and return
- Rags to riches
- Rebirth
- Rebellion
- Tragedy
- Comedy
- Mystery
Gillian Dyer 13 lines of appeal
- Happy families
- Rich luxurious lifestyle
- Dreamt fantasy
- Successful romance and love
- Elite people and experts
- Glamours people
- Successful careers
- Art culture and history
- Nature and the natural world
- Beautiful women
- Self importance and pride
- Comedy and humour
- Childhood
3 stages of narrative todorov
Equilibrium
Disequilibrium
New equilibrium
Bechdel test
- Features at least 2 women
- The two women must be named
- They must talk to each other about something other than a man
AIDA 4 stages of advertising
A- awareness
I- interest
D- desire
A- action
Young and Rubicams cross cultural consumer characterisation
The explorer The aspirer The succeeder The reformer The mainstream The struggler The resigned
Enigma codes
Controls how’s much we know and helps hold our interest. It creates mystery during the narrative
Action code
Events or actions in the story that are important in developing a narrative
Propp character theory
The villain The donor The helper The princess The dispatcher The hero The false hero
Levi- Straus binary opposites
Believes texts are made up of binary opposites which enable audiences to make sense of the world e.g. Men and women, night and day
Inoculation model/ desensitisation
The idea that the more exposure you have of something the less effective it is e.g. Violence, nudity, charity work
