Theorists

Question 1

Albert Bandura

Answer 1

If an audience (particularly younger) sees aggressive behaviour in the media, they are more likely to imitate it.

Question 2

Roland Barthes

Answer 2

Semiotics- All elements of a media text are codes that need to be read on a denotative level (what they actually mean) and a connotative level (what it infers/ implies).

Question 3

Which texts relate to Albert Bandura’s Theory, and why?

Answer 3

Assassins Creed 3: Liberation- The PEGI system has rated the game an 18 due to its violent nature and aggressive behaviours portrayed. assassins

Question 4

Which texts relate to Barthes Theory of Semiotics?

Answer 4

Adverts, Music Videos, Newspapers, Magazines, Websites.

Explores Media Language.

Question 5

Tzvetan Todorov

Answer 5

Narratives typically follow the structure: Equilibrium, Disruption, Attempt to restore, New Equilibrium.

Question 6

Which texts relate to Todorov’s Theory?

Answer 6

TV, exploring Media Language.

Question 7

Steve Neale

Answer 7

Genre is recognisable, but does change over time or borrow from other genres. Conventions within texts reflect typical conventions of the genre in order to help market texts to audiences.

Question 8

Which texts relate to Neale’s Theory?

Answer 8

TV, exploring Media Language.

Question 9

Levi- Strauss

Answer 9

The conflict between Binary Oppositions (eg. good v. bad, men v. women) drive the narrative forward.

Question 10

Which texts relate to Levi- Strauss’ Theory?

Answer 10

Adverts, Music Videos, Newspapers, Magazines, Websites, TV, exploring Media Language.

Question 11

Baudrillard

Answer 11

Postmodernism- The line between created texts and reality have become blurred. Hyperreality- media images seem more real than the reality they represent.

Question 12

Which texts relate to Baudrillard’s Theory?

Answer 12

Websites, TV (Human’s Only), exploring Media Language.

Question 13

David Gauntlett

Answer 13

We use the internet and other media texts to help us create our identity. We “pick and mix” from a variety of representations to form our own identity.

Question 14

Which texts relate to Gauntlett’s Theory?

Answer 14

Adverts, Music Videos, Magazines, Websites, exploring Representation.

Question 15

bell hooks

Answer 15

Feminism is a political struggle to end patriarchal dominance over women. Factors that can affect this include race and class.

Question 16

Which texts relate to hooks’ Theory?

Answer 16

Adverts, Music Videos, TV, Magazines, exploring Representation.

Question 17

Liesbet Van Zoonen

Answer 17

Men and women are represented differently in the media. Women are objectified and sexualised as a result of Western Culture.

Question 18

Which texts relate to Van Zoonen’s Theory?

Answer 18

Adverts, Music Videos, TV, Magazines, exploring Representation.

Question 19

Paul Gilroy

Answer 19

Even though we no longer have colonies, the representation of these groups are still affected by that time.

Question 20

Which texts relate to Gilroy’s Theory?

Answer 20

Adverts, Music Videos, Websites (Attitude only), exploring Representation.

Question 21

George Gerbner

Answer 21

Cultivation Theory: The more we see representations and messages repeated in the media, the more we believe them to be true.

Question 22

Which texts relate to Gerbner’s Theory?

Answer 22

Adverts, Magazines, Newspapers, Websites exploring Audiences.

Question 23

Clay Shirky

Answer 23

“End of Audience”- We are now more likely to use the internet and other technologies to respond to texts by creating our own, becoming creators/ producers instead of displaying typical consumer behaviour.

Question 24

Which texts relate to Shirky’s Theory?

Answer 24

Newspapers, Radio, Video Games, Websites, exploring Audiences.

Question 25

Curran & Seaton

Answer 25

The media is controlled by a small number of large companies primarily driven by the logic of profit and power. If we had more of a variety of media companies then we would have more variety of diverse texts.

Question 26

Which texts relate to Curran & Seaton’s Theory?

Answer 26

Film, Newspapers, Radio, Video Games, Magazines, exploring Industry.

Question 27

Stuart Hall

Answer 27

Media Language is used to create representations. Stereotyping is used to assert power. Media texts can be interpreted with a preferred reading, Negotiated Reading or an Oppositional Reading.

Question 28

Which texts relate to Hall’s Theory?

Answer 28

Adverts, Newspapers, Radio, Video Games, TV, Magazines, exploring Media Language and Audiences.

Question 29

Negotiated Reading

Answer 29

The audience accepts the text’s ideological assumptions, but disagrees with aspects of the messages, so negotiates the meaning to fit with their personal views.

Question 30

Preferred Reading

Answer 30

The audience completely accepts the text’s messages and the ideological assumptions behind the messages that were intended to be recognised.

Question 31

Oppositional Reading

Answer 31

The audience rejects both the overt message and its underlying ideological assumptions, completely opposing the producer’s preferred way of reading the text.

Question 32

David Hesmondhalgh

Answer 32

Industry uses tried and tested strategies to appeal to us, minimising risk and maximising audiences through horizontal and vertical integration.

Question 33

Which texts relate to Hesmondhalgh’s Theory?

Answer 33

Film, Newspapers, Video Games, TV, Websites, exploring Industry.

Question 34

Judith Butler

Answer 34

Gender is a Social Construct, and we perceive stereotypes surrounding masculinity and femininity through repeated performance from the media.