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18 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Confirmation Bias |
Selecting the only evidence that supports your own point of view and ignoring that which doesn't |
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Cognitive dissonance |
"Thought conflict" people reduce psychological discomfort and achieve emotional equilibrium (balance) in the face of inconsistent beliefs or behaviours. Has the potential to alter people's behaviour |
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Reception Theory (background) |
The act of encoding a message in a media format and the audience decoding it. This takes into account their 'situated culture' and suggests their social and daily experiences can affect the way an audience reads a media text and reacts to it. |
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Reception Theory (Different ways of processing) |
The Dominant: Agree with the products message and shares the values and ideologies of the text The negotiated: Accept some of the message, broadly accept the preferred meaning but can change the meaning in some way according to their own experience The Oppositional: Reject message entirely, the audience understand the preferred meaning but does not share the texts values and ideologies and therefore rejects this intended meaning |
Dominant, Negotiated, Oppositional |
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Hegemony |
The ideas that members of society have that create change where the ruling group establish the acceptance of values and persuade the subordinate groups to accept the power of the dominant group or order |
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Ethnicity |
Young black people have been deomonised by some areas of the media and are presented as linked to violence and gang culture (Games, films etc) norm and in effect the dominant representation of black male youth. |
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Masculine (stereotypes) |
Messy, disorganized, strong etc Usually seen as the hero - Male Gaze model of how women are seen defines conventional ideas of masculinity - Men traditionally seen as the dominant gender - Roles associated with economic success (power), Independence, risk taking, aggression/ violence, sexually dominant, patriarchal power New man (Metro-sexual) - Man in touch with his feminine side |
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Feminine (Stereotypes) |
Argued that women were positioned by the narrative and the camera to be seen predominantly in one of two models Sexually active Or Helpless victim The Audience is put in masculine position, with the figure on screen as the object of desire of what is termed as the 'Male Gaze' Seen as subservient, passive, dependent on man and loyal to him. |
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Stereotype and generalisation (example) |
- Latinos are closed off to outside communities and only do business amongst themselves - Trust is important in the Latino community; to do business you need to form relationships Hurtful VS Helpful MEDIA PRODUCTS reflect negative cultural groups that society has subtly placed on groups such as women |
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Stereotypes |
Can be seen as a part of wider generalisation but the focus is contral on how a specific group, idea, event is seen. Is created to knowledge about a certain group is lacking - used unconscioudly and reactively - are judgemental and rigid - seek to be simple - are fixed and not open to revisiting - creates inequalities, assumptions and stigmatising |
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Generalisation |
Containing fact or sense of truth -> theoretical They offer a theory about certain object, Situation and people in general - Used consciously and analytical - Descriptive and flexible - Seek to be accurate - are an attempt to capture similar and principles - are constantly modified be new input |
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Hegemony (unconscious actions counter hegemonic) |
Common unconscious actions that keeps institutions in power - wearing designer clothing - Shopping at malls instead of local stores - buying branded products based on the brand - involvement in black Friday sales - Adoption of holidays like Halloween or Prom night - Drinking designer bottled water Common actions that sustain patriarchal power -Women taking their husbands last names - father's 'giving away' their daughters at weddings - The use of words such as man and guys as gender neutral |
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Representation theory (Hegemony) |
Media reinforces and circulates traditional 'old fashioned' representations and then re-presented them to audiences as comments sense e.g. Men and Women should behave in certain ways E.g Masculinity -> James Bond Feminity -> Weak female characters (Daphne, Wendy) Can have negative impacts on how people think they should be |
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Mediation |
To construct the product to gain a specific reaction from the consumer that is favourable to the producer of the media. They agree, they purchase, they act as intended. |
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What is Para-text? |
When one brand (MacDonalds) pairs up with another brand (Olympics) in order to show that they are trying to promote a certain opinion or trying to draw in a certain audience. |
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Queer Theory |
The representation of "Queer" people should not be about assimilation or attempting to get the mainstream audience to accept them - When "queerness" is represented it should be positive but not pandering to "normal" society or conventions. |
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What is Intersectionality and the theorist behind it? |
Bell Hooks Feminism cannot be trying to make women equal to men as all men are not equal with other men and all women are not equal with other women. Intertextuality - The point where the interests and legitimate concerns of 'outside' and 'excluded' or marginalised groups meet |
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What is Intersectionality? |
A broad characteristic, female, Mental health, ethnicity can also be applied to subgroups within the main group, tall, small, fat, thin, physically disabled |
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