theorists Flashcards
Van Zoonen
women are objectified by the media because we live in a patriarchal society.
men and women’s bodies are viewed in different ways (CHRIS EVANS VIDEO)
Barthes
codes: symbolic, semantic, action, enigma and cultural
links to: kiss of the vampire, tide, dream, formation
symbolic codes
when something symbolises something else
a heart = love
a cross = religion / Christianity
semantic codes
something that we understand has a hidden meaning
horror = red, black / signify blood and death
action codes
when something signifies that somethings going to happen
pulling a gun out of your pocket
enigma
any mysterious part of the text that will engage the audience in some way
cultural code
only understand if your part of that culture
eg country, age, gender
Stuart Hall ~ representation theory
stereotypes ~ reduce people into minor characteristics
white, mc, heterosexual men have the most power
Stuart Hall ~ reception theory
media products are encoded with ideas from producers that make them. they hope that the audience can decode the message.
- preferred reading
- oppositional reading
- negotiated reading
preferred reading
the message has been received and accepted by the audience
oppositional reading
interpret the message but do not take on the messages the producers wanted them to
negotiated reading
they’re between the two, they understand what the producer intended and accept some messages but reject other parts of it.
