Theorists Flashcards
Semiotics - barthes
Denotation and connotation create meaning - these signs can create myths such as dominant ideologies of the time
Structuralism - Levi Strauss
Binary oppositions create meaning
Representation - Stuart hall
Stereotyping reduces people to few characteristics, usually happens when there is an inequality of power
Identity Gauntlett
Media provides us with resources to construct our identities, diverse range of stars and icons that weren’t there in the past are now to help us pick and mix our identity from
Feminism - bell hooks
Feminism is a struggle to end patriarchal oppression. Race, class and gender all determine the oppression
Feminism - van zoonen
Gender is constructed through codes and conventions, and the idea of what male and female is has changed over time, women’s bodies are used as a spectacle showing patriarchal domination
Post colonialism - gilroy
Post colonial attitudes have constructed racial hierarchies where white people are given more power, people that aren’t white are seen as ‘other’
Curran and seaton
Media is controlled by a small number of companies driven for profit and power, creates a lack of creativity, variety and quality, more diversity will fix this
Hesmondhalgh
Producers minimise risk and maximise audience to maximise profit
Livingstone and lunt
Hard to regulate and find balance of meeting audience needs and protecting the citizen, online media has made regulation harder as there are ways around it now
Media affects - bandura
Violence from a game can transfer to real life
Cultivation theory - gerbner
Repeated exposure to representation in the media can shape there views over time and make them believe hegemonic beliefs
Reception theory - Stuart hall
Preferred- hegemonic view and intended view by producer
Negotiated- disagree with certain aspects of ideology
Oppositional- message is understood, but ideology is disagreed with in every way
Fandom - Jenkins
Fans are active participants in circulation of media, they may gain a belief from the media that may be not what the producer intended, and give feedback and get involved e.g., reddit
End of audience - shirky
Audiences are no longer passive and they now speak back, creating and sharing content with each other such as blogs and vlogs
