Theorists Flashcards
1
Q
Barthes
A
Semiotics
- Media products communicate a complex series of meaning through codes
- Symbolic codes, Action codes, Iconic codes (iconography
- The importance of myths
2
Q
Todorov
A
Narratology
- Surrounding three-act structure
- Equilibrium
- Disequilibrium
- New equilibrium / re-equilibrium
3
Q
Steve Neale
A
Genre Theory
- Producers rely on audience’s desire to see both repetition and difference of genre conventions: seeking out familiar with a vaguely new topic
- Generic fluidity & generic hybridity
4
Q
Levi-Strauss
A
Structuralism
- All media products have underlying structure to help audiences quickly understand
Making sense of products - Myth and meaning
5
Q
Baudrillard
A
Postmodernism
- The boundaries between the “real” world and the world of the media have collapsed and that it is no longer possible to distinguish what is reality and what is simulation
- Simulacra - audiences shown images which are no longer “real”
- In a situation that media images become more “real” than the reality represents - hyperreality
6
Q
Stuart Hall
A
Representation
- Representations are created to showcase the ideological perspective of the producer
- Concepts and signs and governed by codes
- Stereotyping
________________________________
Reception theory
- Encoding and decoding - understanding from producer to audience
- Theoretical map - cultural capital, upbringing, ethnicity, age, gender, etc.
- Preferred, negotiated, and oppositional reading
7
Q
David Gauntlett
A
Theories of identity
- Audiences are not positive, and media products allow the audience to construct their own identities
- Audiences can pick and mix which ideologies suit them
8
Q
Van Zoonen
A
Feminist theory
- Gender is constructed through codes and conventions of media products, and the idea of what is male and female exchanges.
- Women’s bodies are used in media products as spectacle - heteronormative needs
- Patriarchal hegemony
9
Q
Bell Hooks
A
Feminist theory
- A struggle to end domination of women in the patriarchal hegemony
- Feminism is not a lifestyle choice; it is a political commitment
Race, class and gender all determine the extent to which individuals re-explored and oppressed
_____________________________
Ethical theory
- Media supports one type of person; minorities have to struggle for respect in voices in media
10
Q
Judith Butler
A
Gender performativity
- Identity is a performance constructed through “expressions” performed each day
- Sex is biological differences, gender is defined through a series of acts (who you are/act).
11
Q
Curran and Seaton
A
Power and Media industries
- The media is in control by an increasingly small number of companies who are driven by profit and power
- Concentrating media production in to the hands of so few companies, there is an increasingly lack of variety, creativity and quality
- Needing of more socially diverse and democratic patterns of ownership
12
Q
Livingstone and Lunt
A
Regulation
- Rules that media distribution must adhere to
- The increasingly power of global media corporations, together with the rise of convergent media technologies and developments in the production, distribution and marketing
13
Q
Hesmondhalgh
A
Cultural industries
- Producers try to minimise risk and maximise audiences
- This is through vertical and horizontal integration
- Large companies and conglomerates dominate
- Focus on accessible media than that which could be opposed
14
Q
Bandura
A
Media effects
- Repeated consumption of media can change the perceptions of an individual
“Violence breeds violence”
15
Q
Hypodermic Needle
A
- Producers focussing and targeting a specific demographic with a decoded message
- The audience is passive, and will let themselves be open to the exact producers intention
