Theorists Flashcards
Who proposed the Uses and Gratifications theory?
Blumler and Katz
What does the term ‘encoding’ refer to in media theory?
The process by which producers create media messages.
True or False: Stuart Hall’s model suggests that meaning is fixed and cannot change.
False
Fill in the blank: The ________ theory emphasizes the audience’s active role in interpreting media.
Uses and Gratifications
What is the main focus of Roland Barthes’ semiotic theory?
The study of signs and symbols in media.
What does the term ‘decoding’ refer to in media theory?
The process by which audiences interpret media messages.
Who developed the ‘Reception Theory’?
Stuart Hall
True or False: Media Representations can shape societal norms and values.
True
What is the significance of ‘preferred readings’ in Hall’s theory?
They are the interpretations that align with the producer’s intended meaning.
Fill in the blank: The ________ model focuses on the relationship between media and audience interpretation.
Reception
Which theorist is associated with the concept of ‘polysemy’?
Stuart Hall
What does ‘media convergence’ refer to?
The merging of traditional media with digital technologies.
What is the main idea behind David Gauntlett’s theory of identity?
Media helps individuals to construct their own identities.
True or False: Jean Baudrillard’s theory suggests that media creates hyperreality.
True
Fill in the blank: ________ is the process by which media shapes public perception and opinion.
Framing
Who introduced the concept of ‘interpellation’?
Louis Althusser
What does the term ‘audience segmentation’ mean?
Dividing audiences into distinct groups based on characteristics or behaviors.
Multiple Choice: Which theory argues that media can have a direct effect on behavior? A) Social Learning Theory B) Cultivation Theory C) Uses and Gratifications
A) Social Learning Theory
What is the focus of the ‘Social Learning Theory’?
How individuals learn behaviors through observation of media.
True or False: The ‘Cultivation Theory’ suggests that long-term exposure to media can shape perceptions of reality.
True
Fill in the blank: ________ refers to the way media messages are constructed to convey specific meanings.
Media Language
What is ‘advertising literacy’?
The ability to critically analyze and understand advertising messages.
Who is known for the concept of ‘postmodernism’ in media studies?
Jean Baudrillard
