THEORISTS Flashcards
semiotics Roland barthes
the study of signs and meaning
texts communicate meaning through signification
signs function at a literal level (denotation) and a figurative function (connotation)
Narratology Tzvetan Todorov
the study of narrative
all narratives share basic structure, moving from one equilibrium to another.
these two states of equilibrium are separated by disruption or imbalance.
the way that narratives resolve can have ideological significance
Genre theory
Steve Neale
classification of media products
genres are dominated by repetition of codes and conventions but must also incorporate difference.
genres can change as they borrow from and overlap with each other.
genres exist within economic, institutional and industrial contexts.
structuralism
Claude Levi-Strauss
the underlying structures through which meanings are made
texts can be understood through an understanding of its underlying structure
often produced through oppositional pairs (binary opposition)
Postmodernism
Jean Beaudrillard
the making of meanings in a post structuralist world
the boundaries between real and mediated has collapsed.
signs are a process of signification with no signifier underlying them; they no longer refer to anything real.
it has created hyperreality.
Theories of representation Stuart Hall
how representations are constructed
representation is the production of meaning through language
stereotyping reduces people and things to a few simple characteristics or traits.
stereotyping tends to occur where there is disparity of power with excluded groups
Theories of identity David Gauntlett
Media helps us to construct our identities
media provides us with tools and resources to shape our identities
Feminist theory Liesbet Van Zoonen
gender is constructed through discourse
gender as a product of discourse changes depending on cultural and historical context
the objectification of women’s bodies is core to western patriarchal culture
the codes used in mainstream media to construct the male body are different
Feminist theory bell hooks
feminism is a political commitment rather than a lifestyle choice
the intersection of race and class determine the extent to which individuals are exploited
theories around ethnicity and post colonial theory Paul Gilroy
colonial discourses continue to inform contemporary attitudes to race and ethnicity
civilisationism constructs racial hierarchies and sets up binary oppositions based on notions of otherness
Power and media industries theory James Curran and Jean Seaton
Media is controlled by a small number of companies primarily concerned with gaining profit and power
media concentration typically inhibits or limits variety, creativity and quality
Cultural industries theory David Hesmondhaigh
media companies try to minamise risk and maximise audiences through vertical and horizontal integration
the largest companies and conglomerates now operate across a number of media industries.
Media effects theory Albert Bandura
media is capable of implanting ideas directly into the minds of its audiences.
audiences respond to modelling in media and acquire attitudes
cultivation theory George Gerbner
Repeated exposure to patterns of representation over long periods of time can shape and influence people
cultivation reinforces mainstream, or dominant ideologies
reception theory Stuart Hall
communication is a process involving encoding by producers and decoding by the audience
1. dominant hegemonic position- intended meaning is fully understood and accepted
2. negotiated position- the legitimacy of the encoders message is acknowleged but the message is adapted to better fit the decoders individual experiences or context
3. oppositional position- the encoders message is understood but the decoder disagrees with it reading it in an oppositional way
