Theories Flashcards

1
Q

Audiences

Albert Bandura

A
  • 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
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2
Q

Audience

Gerbner

A

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
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3
Q

Audiences

Stuart Hall

A

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.

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4
Q

Media Language

Barthes

A

Semiotics
Signs and meanings
- texts communicate their meanings through a process of signification

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5
Q

Media Language

Todorov

A

Narratology - study of narrative
narratives share basic structure - movement from one state of equilibrium to another
- separated by imbalance or disequilibrium

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6
Q

Media Language

Steve Neale

A

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
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7
Q

Representation

Stuart Hall

A
  • 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
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8
Q

Representation

David Gauntlett

A

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.
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9
Q

Industry

Curran and Seaton

A
  • 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)
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