Theories Flashcards
Audiences
Albert Bandura
- media can implant ideas into the audience
- audiences acquire attitudes and emotional responses
- media representations of transgressive behaviour such as violence or physical aggression can lead to audience members imitating those forms of behaviour
Audience
Gerbner
Cultivation Theory
- the media can influence peoples perceptions of social reality
- repeated patterns of representations over long periods of time can shape the way in which people perceive the world around them
- the idea that cultivation reinforces mainstream values
Audiences
Stuart Hall
Reception Theory
- Communication is a process involving encoding by the producers and decoding by the audiences
- 3 ways messages can be decoded
=Dominant hegemonic (preferred reading)
= Negotiated position
= Oppositional position - encoders message is understood but the decoder disagrees with it.
Media Language
Barthes
Semiotics
Signs and meanings
- texts communicate their meanings through a process of signification
Media Language
Todorov
Narratology - study of narrative
narratives share basic structure - movement from one state of equilibrium to another
- separated by imbalance or disequilibrium
Media Language
Steve Neale
Genre Theory
- Genres may be dominated by repetition, but also marked by difference, variation and change
- genres can change, develop and vary, as they borrow from and overlap with one another
- genres exist within specific economic, institutional and industrial contexts
Representation
Stuart Hall
- Representations is the production of meaning through language
- relation between concepts and signs is governed by codes
- stereotyping tends to occur where there are inequalities of power
Representation
David Gauntlett
Identity
- the media provide us with ‘tools’ that we use to construct our identities
- in the past media tended to portray singular, straight forward messages about ideal male and female identities. = today the media offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas.
Industry
Curran and Seaton
- media industries are dominated by a small number of large conglomerates
- media companies are about profit and power (straight outta Compton supports this - universal)
- I, Daniel Blake (sixteen films) challenges this
- Contracted ownership result in lack of choice, lots of the same product (fast & furious series)