Y12 Mock exam Flashcards
simplified flashcards from what teachers have hinted will be on the mock
media language theories
what is steve neale’s theory?
GENRE THEORY
Steve Neale’s theory is that genres are examples of repetition and difference. He states that in order for a film to be a certain genre it must comply with that genres stereotypes and rules in order to classified in that genre.
He suggests that genres are dominated by repetition (conventions) but are also marked by difference, variation and change. He suggests the idea that genres change, develop and vary as they borrow from and overlap with one another. According to Neale, genres are constructed through repetition of similar features, but also marked by change and difference to keep the audience interested
media language theories
what is roland barthes theory, include the codes
SEMIOTICS
He suggests that texts communicate their meanings through a process of signification.
He developed five codes which are the signifiers that perform different functions in texts:
action code = refers to any action or event that indicates that something else will happen.
enigma code = some form of info is withheld from the audience, creating an enigma. the story is not fully explained and mysteries are created to keep the audience guessing.
semantic code = refers to the connotations within the story that give additional meaning beyond literal descriptions.
symbolic code = acts at a wider level of the semantic code . symbolism is used within the text to represent broader ideas or qualities eg. pathetic fallacy
cultural code = refers to an external body of knowledge eg. cultural, scientific, historical or political, which add meaning to the text.
media language theories
What is Tzvetan Todorov’s theory
NARRATOLOGY
Todorov suggests that all narratives share a basic structure that involves a movement from one state of equilibrium to another. He suggests that these two states of equilibrium are separated by a period of imbalance or disequilibrium which needs to be resolved. The way in which narratives are resolved can have a particular ideological significance.
media language theories
What is Claude Levi-Strauss’s theory
STRUCTURALISM
The majority of narratives in media forms such as books and film contain opposing main characters. These binary opposites help to thicken the plot and further the narrative; and introduce contrast.
Levi-Strauss suggests that meaning is created, and narrative progresses through a set of binary oppositions; pairs of opposites that create conflict within a narrative.
representation theories - gender
What is David Gauntlett’s theory
IDENTITY THEORY
Gauntlett suggests that the media provide us with tools or resources that we use to construct our own identities. He suggests that in the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, however, the media today offer us a more diverse range of stars, icons, and characters from whom we may pick and mix ideas
representation theories - gender
What is Laura mulvey’s theory
Include, scopophilia and objectification
THE MALE GAZE THEORY
The male gaze theory suggests that women are objectified, in film particularly, because heterosexual men are in control of the camera.
According to this theory women are considered the passive gender - to be looked at, and men are considered the active gender - to do the looking.
scopophilia
The notion of looking but from a heightened sexual perspective. Often involves a direct gaze. Many media texts will emphasise and focus on specific attributes of the female body.
objectification
Where women are made to be seen as objects. This is achieved through the use of close ups and extreme close ups of the body.
representation theories - gender
What is liesbet van zoonen’s theory?
FEMINIST THEORY 1
Van Zoonen argues that gender is constructed and that its meaning varies dependent on cultural and historical context. She suggests that masculinity as well as femininity is constructed – and that the codes used to construct men ‘as a spectacle’ are different.
- The idea that gender is constructed through discourse and its meaning varies according to cultural and historical context.
- The idea that the display of women’s bodies as objects to be looked at is a core element of western patriarchal culture.
- The idea that in mainstream culture the visual and narrative codes that are used to construct the male body as a spectacle differ from those used to objectify the female body.
representation theories - gender
What is bell hooks’ theory?
FEMINIST THEORY 2
bell hooks argues that inequality is not just related to one’s gender, and an intersectional approach must be taken to fully understand inequality.
- feminism is a struggle to end sexist/patriarchal oppression and the ideology of domination
- feminism is a political commitment rather than a lifestyle choice
- race and class, as well as sex determine the extent to which individuals are exploited, discriminated against or oppressed.
representation theories - gender
What is Judith butler’s theory?
GENDER PERFORMATIVITY
Gender is a performance; it’s what you do at particular times, rather than a universal who you are.
We are not just acting it like in a play but rather actively constructing it as we act it out. If we don’t follow our ‘roles’ gender will not exist.
females and males are often portrayed in the way ‘society’ wants them to. We rarely see women in sporting magazines and men in makeup magazines. This not only stops from normalising men and women to be any way they want but also shows no representation to the people who are brave enough to go against society and give support to those who want to also act in any way they want.
representation theories - gender
What is Naomi wolf’s theory?
BEAUTY MYTH/STANDARDS
“To live in a culture in which women are routinely naked where men aren’t is to learn inequality in little ways all day long.”
As well the objectification of women, the imagery being used is considered to be unattainable…
Wolf argues in The Beauty Myth’ that media images present society with a ‘beauty myth’ which communicates an ideological message that women should treat their bodies as a ‘project in constant need of improvement.’
representation theories - gender
What is Jackson katz’s theory?
VIOLENT MASCULINITY
Jackson Katz critiques the effect of media representations of masculinity on young males and their perception of what it is to be ‘a man’. He discusses this notion of a Violent Masculine Representation in his documentary.
“One of the most important places they learn it is the powerful and pervasive media system which provides a steady stream of images that define manhood as connected with dominance, power and control.”.
representation theories - gender
What is the new man/metro sexuality theory?
New Man: This was a term introduced to describe a new breed of men. These men rejected sexist attitudes, were in touch with their ‘feminine side’ and were therefore not afraid to be sensitive. These men were also seen in more domestic roles.
Men, as well as women are given aspirational and unrealistic role models to emulate. Men too, have to be concerned about their weight and body image and buy into an unattainable lifestyle through the representations presented to them.
Metrosexual = Describes a man who is meticulous about grooming and appearance
Typically spends a significant amount of time and money shopping as part of this
ethnicity theories
What is Alvarado’s theory?
RACIAL REPRESENTATIONS
Alvarado noted that there are 4 themes in racial representations in the media. These are as:
Exotic
Ethnic groups are seen as exotic or being the other’ and are represented as being strange or unusual.
Dangerous
Minorities are sometimes represented as a threat to society. The news and other media may present these groups as taking advantage of a society.
Humorous
In the 70s, race was a major vehicle for comedy. Programmes removed the ‘threat’ of different races by making them the butt of the jokes.
Pitied
Representation of ethnic groups may also be as deprived groups or victims of natural disasters like famine, floods and sometimes conflicts. Images of children are often used to gain sympathy.
ethnicity theories
What is Paul Gilroy’s theory?
POSTCOLONIAL THEORY
The idea that colonial discourses continue to inform contemporary attitudes to race and ethnicity in the postcolonial era (after the end of WW2.)
The idea that civilisationism constructs racial hierarchies and sets up binary oppositions based on notions of otherness or ‘difference’. It create a notion of ‘Us versus Them’.
Colonial refers to any country which is owned by another Empire.
ethnicity theories
What is Stuart Halls theory?
(Representation)
REPRESENTATION THEORY
Stuart Hall’s theory of representation argues that within a media text, there will oftentimes not be a true representation of events, people, places, or history.
audience theories
What is Albert bandura’s theory?
MEDIA EFFECTS
Psychologist, Albert Bandura theorised that the media can implant ideas in the mind of the audience directly (much akin to Hypodermic Needle). He says that audiences acquire attitudes, emotional responses and new styles of conduct and behaviour through modelling that which they see in the media. Bandura asserts that media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour.
audience theories
What is the two step flow theory?
This theory asserts that information from the media moves in two distinct stages: First, the media will influence opinion leaders who in turn will influence the masses (through their existing
‘fanbase.)
Opinion Leaders are those who may affect the way in which an audience interprets the media. They have the power to influence the audience to think a certain way about a certain story or event.
audience theories
What is Stuart hall’s theory?
(Reception)
Hall proposed that audiences reception to and interpretation of messages encoded within media texts was dependent on their individual, social and cultural experiences at a given time.
This is often referred to as situated culture: the ‘situation’ of the audience at the time of consuming a media text.
Other factors which affect the way in which an audience responds to a media text include: gender, age, ethnicity, culture
Audience responses to positioning:
Dominant/Preferred Reading/Position:
This is when the audience uncritically accepts the preferred or intended meaning of the text
Negotiated Reading/Position:
The most common reading. Where an audience will accept some parts) of the reading and reject others. This usually occurs when an audience has specific knowledge about a topic being covered.
Oppositional Reading/Position:
The audience rejects the message of the text and outlines their reason for opposition.
This may be related to the culture, age or gender, amongst other factors.
audience theories
What is Henry Jenkins theory?
FANDOM THEORY
According to Henry Jenkins, fans are devoted followers of media texts who actively engage with the products to construct their own meanings and interpretations beyond the original message
audience theories
What is Clay Shirky’s theory?
END OF AUDIENCE THEORY
Shirky argues that audiences are no longer passive due to the way social media operates. Technology has changed our behaviour; instead of just consuming media passively, we also contribute to it. In his argument, no audience is passive ( we wont watch things and let them wash over us not really taking thing in). He believes audiences are now more active, wanting to interact with the media (wanting to interact and share and to like and comment, because of technology.)
industry theories
What is Curran and seaton’s theory?
POWER AND MEDIA INDUSTRIES
- The idea that the media is controlled by a small number of companies primarily driven by the logic of profit and
power. - Media concentration generally limits or inhibits variety, creativity and quality.
- More socially diverse patterns of ownership help to create the conditions for more varied and adventurous media platforms.
industry theories
What is livingstone and lunt’s theory?
REGULATION
Changes and improvements in media technologies and in how digital media is produced, distributed, and marketed, have made media more difficult to regulate using traditional approaches.
- The idea that there is an underlying struggle in recent regulation policy between the need to further the interests of citizens (by offering protection from harmful or offensive material) and the need to further the interests of consumers (by ensuring choice, value for money and market competition).
- The idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media regulation at risk.
industry theories
What is David hesmondhalgh’s theory?
CULTURAL INDUSTRIES
- The idea that cultural industry companies try to minimise risk and maximise audiences through vertical and horizontal integration, and by formatting their cultural products (e.g. through the use of stars, genres and serials).
- The idea that the largest companies or conglomerates now operate across a number of different industries.
DEF
What is normalisation
The more you are told something the more normal it begins to feel
DEF
What is dominant ideology
Ideas of the dominant groups within society - most wide held view
It is the mainstream beliefs
DEF
What is residual ideology
Beliefs that come from older generations and are not as common
THEORY
What is Gerbner’s theory
Include its link to advertising
cultivation theory
The more we see the same representations and messages the more we believe they are true. This is because they are becoming normalised.
Advertising developed significantly during the 1950’s and this theory - developed in early 1970s, explains some of the ways in which audiences may be influenced by media texts such as adverts. The tide advert aims to cultivate the ideas that: this is the brand leader - nothing else washes to the same standard, it’s a desirable product for women.
The more women saw TIDE advert the more they thought if they bought it they will be powerful like Rosie
THEORY
What is Stuart hall’s reception theory
Include its link to advertising
reception theory
How the audience receives texts and interpret it.
Key words - encoding, decoding;
The text is encoded by the producer and decoded by the reader and there may be major differences between two different readings of the same code:
Preferred reading - what the producer wants the audience to think
Oppositional reading - when audiences take a different reading of the product
Negotiated reading - where two sides are in the middle ^^
For example the preferred reading of the tide advert is/was that women needed the product to make them happier and pretty. However an oppositional reading of this now would be that it’s sexist and women are self made.
DEF
What is non diegetic and diegetic sound
Non diegetic sound is sound added on eg. Song or voiceover
Diegetic sounds is what we see on the screen that’s from the video
THEORY
What is the ‘uses and gratification theory’ and give the reasons and descriptions
Suggests there are certain reasons why an audience responds to different media texts.
reason - entertainment and diversion:
description
Audiences consume media texts to escape from their everyday lives. They choose entertaining texts that allow them to divert their attention from the real world.
reason - information and education:
description
Some media texts are consumed by audiences when they want to be informed and educated. Newspapers and news programmes educate and inform and help an audience to find out what is happening in the world
reason - social interaction:
description
Some media texts like the X factor can provoke interaction with the audience. Social media can now spark an immediate reaction and get people talking while the action is still happening.
reason - personal indentity:
description:
Some audiences like to watch or read media texts because they can compare their life experiences with those represented in it. Audience pleasure comes from empathising and identifying with characters or content represented in them.
DEF
Define endorsement
Advertisers often use celebrities to endorse products such as David Beckham promoting adidas. These types of ads can be much more expensive to produce. However, ordinary people are often used to endorse everyday goods like washing up liquid
DEF
Divine hard sell and soft sell
Hard sell:
A short loud and concise - telling you the price of the product and why you need it with as little info as possible
Soft sell:
Promotes the product with an associated lifestyle or mysterious story. This may have the audience wondering what the product is rich until the final image.
DEF
What is the mode of address
How the advert as a media text speaks to us. This could be by a celeb speaking to us directly
DEF
What is tokenism
The practise of doing something only to prevent criticism and give the appearance that people are being treated fairly.
THEORY
What is Roland Barthes theory
Link to advertising
(Semiotics)
According to Barthes, anything in culture can be a sign and send a specific message.
Barthes semantic code could be applied to the use of hearts above the main image. The hearts and the woman’s gesture codes have connotations of love and relationships. It’s connoted that this is what women want as well as having a clean home.
Connotation - the associated meaning and what the term signifies
Eg. 🩷 = love and romance
Denotation - the literal meaning and what the item is
Eg. 🩷 = heart
DEF
what is compassion fatigue
can be caused by a long ad with multiple examples of suffering. too much guilt can be counterproductive and make audiences not want to donate due to the consistent invase feelings of guilt and pity. eg. water aid ad
