Theorists

Question 1

Levi Strauss

Answer 1

Binary Opposition

• A signs meaning is derived from its context and binary opposites formed the basis of humanity’s understanding of reality.

Question 1

Roland Barthes

Answer 1

Semiotics + Enigma Code

Semiotics - Signs, Signifier + Signified (Connotation + Denotation).

Enigma Code - When a narrative deliberately withholds information from the audience with the intent of leaving tings unexplained, causing us to form our own conclusions.

Question 2

Judith Butler

Answer 2

Gender Performativity

• Feminism has made a mistake by trying to assert that ‘women’ were a group with common. characteristics and interests.

Question 3

Stanley Cohen

Answer 3

Believed that the media are often responsible for stoking fear and terror about social issues such as violence in the media, which results in ‘moral panics’.

Question 4

Noam Chomsky

Answer 4

Freedom of Speech

• if we do not believe in freedom of speech for those we despise we do not believe in it at all.

Question 5

Livingstone & Lunt

Answer 5

The needs of a citizen are in conflict with the needs of the consumers, because protection can limit freedom.

Regulating media to protect citizens from harmful content can limit freedom of expression.

Question 6

David Gauntlett

Answer 6

Does not believe the media causes violence and thinks that causation is impossible to prove.

Thinks Bandura and other people that believe this are gullible and stupid.

Question 7

Laura Mulvey

Answer 7

Male Gaze

• Where women in the media are viewed from the eyes of a heterosexual man, and are represented as passive objects of male desire.

Question 8

Henry Jenkins

Answer 8

Media Spread

• The concept of online media becoming participatory and interactive.

Textual Poachers - How fans construct their own culture by poaching content from the mass media.

Participatory Culture - How audiences are active and create participants rather than passive consumers.

Fandom - Social structures and cultural practices created by the most passionately engaged consumers of mass media.

Question 9

Curran and Seaton

Answer 9

Power And Responsibility

• How the media narrow in their business model so that few companies own and control the majority of media output. Gaining the ability to control and gatekeep what we do and do not receive.

Question 10

Tapscott and Williams

Answer 10

Prosumer (Wikinomics)

• The merging roles of producer and consumer.

Prosumer - focuses on the idea that the creation and development of a media product is largely based on its unlikely audience. Entirely created by its customers, who become the producers.

Question 11

David Hesmondhalgh

Answer 11

Cultural Industries

• Major conglomerate media companies try to minimise risk and maximise audiences through vertical and horizontal integration, formatting their cultural products.

Question 12

Clay Shirky

Answer 12

Active Audiences

• Every consumer is also now a producer. No longer are we a passive audience, but instead we interact with, and sometimes produce our own media.

Question 13

Gerd Leonard

Answer 13

Content 2.0

• Companies no longer rely on making money from simply distributing their films/music because piracy is so common.
• Offer their products in a way that is ‘better than three’ with additional experience.

IMMERSIVE EXPERIENCES.

Question 14

Alvarado

Answer 14

Non-White Characters

• Exotic
• Pitied
• Dangerous
• Comedic

Question 15

Stuart Hall

Answer 15

‘These representations do not reflect reality but they are engaged in defining reality’.

Question 16

Antonio Gramsci

Answer 16

Cultural Hegemony

• Does the representation reinforce stereotypes, reproducing dominant ideology, normalising the status quo?. Is this a form of cultural hegemony.

Question 17

Dutton

Answer 17

How are the audience positioned to respond to the stereotype, to laugh/pity/fear the group individual.

Question 18

Lyotard

Answer 18

‘Death Of The Grand Narrative’,

The postmodern age has turned to a smaller, narrower petit recis (little narratives), such as the history of everyday life and of marginalised groups.

Focus has shifted away from traditional narratives, to smaller and more subjective ones.

Question 19

Baudrillard

Answer 19

Simulacra and Hyperreality
- Four stages of simulation, each stage becomes less connected to reality until the fourth stage which is ‘pure simulacra’ - no connection whatsoever to reality.

• Simulation threatens the difference between the ‘true’ and ‘false’, and the ‘real’ and ‘imaginary’.

Question 20

Angela McRobbie

Answer 20

‘The coming into being of those whose voices were historically drowned out by the modernist metanarratives of mastery, which were in turn both patriarchal and imperialist’.

• the emergence of individuals/groups whose perspectives were ignored or oppressed, implying a shift in societal awareness and acknowledgment of previous marginalised voices.

Question 21

Roland Barthes

Answer 21

‘The birth of the reader must be at the cost of the death of the author’.

• The death of the author explains that each reader experiences texts subjectively, therefore the author does not control the reader’s experience of the text.

Question 22

Pariser - Postmodernism

Answer 22

‘A passing of torch from human gatekeepers to algorithmic ones’,

‘Invisible algorithmic editing of the web’.