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41 Cards in this Set
- Front
- Back
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Gender stratification
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Rank men above women of same rank because men are dominant
Ex: Two people with same skills, one male, male gets the job/higher pay |
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Publicity
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Advertise for the future
Create a need Promise of happiness Ex: Jaguar gorgeous commercial creates need for luxury which promises happiness |
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Dominant group
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Define rules for subordinates
Avoid conflict Control overall cultural outlook Ex: white people, Christians |
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Subordinate group
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Concentrate on basic survival
Know more about dominant group Some imitate dominant group Don't tell-avoid trouble making Ex: women |
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Plot
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Directly presented and order which it was presented
Ex: Cinderella-she lives with her mom and sister, goes to a ball, loses her slipper, etc. |
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Story
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What we see, hear, and infer
Sum of all events Ex: Cinderella-before the movie, her mother dies and that plays into the movie |
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Sex
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Biological characteristics of being male or female
Ex: Being born as a male or female |
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Gender
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Social construction of being male/female
Lies in how you act/identify yourself Starts as early as birth Ex: Transgendered people - born one way but identify as another |
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Racialization
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Being reduced to your race
Whites escape it - they define norms Ex: If a white person is speaking, they say My Asian friend or my friend. If they say my friend, we infer whiteness |
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Horizontal intertextuality
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Texts of a similar type
Relationships based on character, genre, or content Ex: two cop shows have horizontal intertextuality because they are the same genre |
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Vertical intertextuality
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How people interpret texts
Three levels Primary-text itself Secondary-cultural info about the text that adds knowledge of primary, like critics, friend recommendations Tertiary-spectator's viewpoint/interpretation Ex: GaGa's Telephone video - have prior knowledge from other sources (friends, cultural info, previous videos, etc.) |
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Encoding
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Creating/sending a message with a particular meaning
More difficult than decoding because messages aren't always interpreted how they are intended Ex: advertisers trying to sell diamonds |
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Decoding
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Interpreting the message being encoded
Ex: When you see an advertisement from a diamond company, you can interpret it in the way the advertiser meant for it to be intended |
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Hegemonic masculinity
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Dominant, desirable characteristics
Bodily ideal is neverending process Pairs masculinity with violence Ex: Eminem is portrayed as the angry white guy |
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Hegemonic femininity
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Impossible beauty ideal
Represents success because you are desired because you appear to be the things you want to be Ex: being thin signifies independence because you want other people to think positive thoughts |
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Content analysis
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Measures quantitative text and has stats and figures to support it
Makes generalizations, analyzes words/images, and is manifest Ex: A Time article that analyzed a picture with people of color and poverty |
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Discourse analysis
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Works with specific text
Focus on language Interpret meanings Qualitative and latent Ex: |
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Connotation
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Associated/flexible meanings for signs
Tell you about the culture you're operating in Ex: sweater-winter, hot chocolate, wool, etc. |
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Denotation
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Inflexible meaning for signs
Cant be confused with anything else Ex: sweater-warm garment worn on the upper half of the body |
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White representation
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Whiteness represents itself as a norm
Don't have to define yourself as white Ex: The movie Blood Diamond wasn't historically based on white people, but the main character is still a white man |
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Spectator buyer
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Viewing position
When thinking about a product, what will happen when they buy it Promises life is improved Ex: buying the Jaguar will make you glamorous |
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Spectator owner
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Viewing position
See what they already have Reflects wealth/satisfaction to themselves Ex: family portraits - your family is reflected back to you so you feel satisfied |
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Public discourse
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Issues discussed in public sphere
Typically associated with masculinity Ex: education, politics, entertainment, religion, etc. |
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Private discourse
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Issues not discussed in public
Associated with femininity Ex: home life, abuse, emotions, personal experiences |
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Narrative depth
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Manipulate info the viewer is given
Amount of knowledge about the character (emotional states/motivation) is manipulated Ex: In Fight Club, depth is manipulated to change your perception of the character and you think you know the character until the end |
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Narrative range
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Manipulate info the viewer is given
Amount of info we're given that can be more/less restricted Ex: Unrestricted range is Eat Pray Love because there is no suspense through the movie, you pretty much know what's going to happen the whole time |
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Narrative order
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Way things are explicitly presented to you
Most are linearly ordered Ex: In Time Traveler's Wife, they manipulate narrative order by presenting flashbacks and flashforwards |
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Narrative duration
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Time it takes for events to occur on screen, in the plot, and in the story
Ex: CSI has a screen duration of one hour, a plot duration of a few days/weeks, and a story duration from the time the murder took place to the time it was solved (and events leading up to it if necessary) |
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Narrative frequency
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Same event can happen several times but told from different viewpoints
Ex: The movie Vantage Point has the same story told from different viewpoints. |
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Dominant hegemonic
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One way of decoding texts
Reader interprets the reading how it was intended Ex: Seeing the Axe detailer commercial and saying it's ok for guys to use this loofah and this one is the best |
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Negotiated reading
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Way of decoding texts
Globally accepted message but people are more local about it when applying it to themselves Ex: Seeing a diamond commercial and saying yes the diamond is nice but I need to save money for a house payment |
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Glamour
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To be envied is to be glamorous
When you are envied, you are supposedly happy Glamor can't exist without envy being a common widespread emotion Ex: Commercials advertise glamor-Jaguar gorgeous commercial made it seem like if you had that car you would be envied, and therefore glamorous |
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Neoliberalism
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World view that transcends political parties
Idea that free market is the best way to organize every dimension of life People bring upon their own problems Ex: Judge Judy tries to teach people to be good neoliberalist citizens by knowing dangers/risks and taking responsibility for your own actions |
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Masculine communication
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Not as open as feminine
Goal oriented Problem solving Not based on emotion/bonds Ex: Donahue's talk show used only masculine communication style. He didn't sit face to face with them, he called in experts to solve the problem asap |
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Feminine communication
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Based on forming a bond
Open ended Emotion oriented Ex: In Oprah's talk show, she creates a living room setting and talks to the victim face to face. She forms a bond by empathizing with them |
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New racism
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Latent racism
Uses discourse analysis to find racism Ex: Belief that white superiority gives way to new forms of racism |
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Temporary inequality
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People are unequal
Purpose of being unequal is to graduate to the dominant group to make it equal Ex: Children growing up to become adults |
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Permanent inequality
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People are unequal
Purpose is to keep the relationship unequal Ex: Being white - they always want to stay dominant |
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Productive labor
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Labor done for a wage
How you earn your living Ex: Men's jobs - fireman, police, construction, etc. |
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Reproductive labor
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Labor done to reproduce/run a household
Usually done by women Ex: caring for children, laundry, cooking, cleaning, housework |
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Intertextuality
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Every text is read according to every other text you've read
Ex: you see a new horror movie advertised and you want to see that movie because it looks like some of the other horror movies you have seen |
