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29 Cards in this Set
- Front
- Back
- 3rd side (hint)
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The Kuleshov Effect |
People do not look at single shots in sequence but create a relationship between them, even if they are not linked. |
Montage |
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Stuart Hall - Encoding and Decoding |
Producers of products create messages (codes) which they expect the audience to understand. (Encoding) Audiences then decode the message to create meaning (decoding) |
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Stuart Hall- Sterotypes |
1. The complexity and variety of a group is reduced to a few characteristics. 2. Exaggerated versions of these characteristics is applied to members of this group. 3. Characteristics are constructed and represented in the media through media language. 4. Stereotypes are always about power, those with power stereotype those with less power. |
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Medhurst - Stereotypes (1995) |
Stereotypes are used because they are easy and can quickly communicate to the audience a character eg soap operas, adverts |
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Perkins - Stereotypes |
Stereotypes are not always negative, often contain an element of truth. The problem lies when the stereotypes are the only representation of a group. |
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Blumler - Audience as a mass |
The mass is an anonymous group. Membership of the mass may come from all walks of life and from all distinguishable social strata eg class, wealth. |
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Shirkey - End of audience |
No longer passive audiences, interaction with media is now expected, audiences like to speak back to their producers. |
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Hartley (1982) - Subjectives |
Identified 6 subjectives when discussing when discussing what happens in socialising an individual: 1. Gender 2. Age 3. Family 4. Class 5. Nationality 6. Ethnicity |
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Fiske - subjectives (1887 |
1. Education 2. Religion 3. Political allegiance 4. Religion 5. Urban vs Rural |
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Young and Rubican (company) 4 C’s theory (Cross Cultural Consumer Categorisation) |
Consumer in society can be divided up based on their opinions, beliefs, activities and aspirations. Puts audience into 7 different categories based on motivational needs. Eg The Explorer, The Aspirer |
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Stuart Hall - Reception |
When a media product is made it is aimed at a specific target audience. However it is impossible to control who will like it or not. Dominant reading - the audience enjoys the media text, they will believe and agree with the media text and never question it. Negotiated reading- audience enjoys the media text and agree with some of the views but not all. They may not like how they are presented or find elements boring or unbelievable. Oppositional reading- audience understands the meaning of the media text but don’t agree with it or enjoy it, they see issues or problems in it. |
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Blumler V and Katz - Uses and Gratifications |
Audiences use media products for 1 of 4 reasons: 1. Personal identity- help with personal identity issues, identity with characters that face similar problems to ourselves. 2. Information- the desire to learn or think through problems eg makeover programs 3. Entertainment - emotional satisfaction, tv and Gil can create a sense of well-being, scare us or entertain us. 4. Social identity- helps with general issues in society, audiences work through arguments about a social issue. |
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Curran and Seaton - Control of media |
The media is controlled by a small number of companies primarily driven by logic of profit and power. |
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Semiotics - Roland Barthes 5 codes |
Hermeneutic/ enigma code - mystery within a text. Proairetic/action code - sequential elements of action in the text, builds up tension as to what happens next. Semantic code - something has several layers of meaning Symbolic code - shows opposites in order to create tension Cultural/referential code - something only someone within a certain culture/group would understand. |
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Claude Levi Strauss - structuralism and binary opposition |
There are universal structures that underline all humans actions and social life. Binary opposition- two things on opposite sides of the spectrum, creates conflict. |
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Steve Neale - genre theory |
Genres can be identified by a range of conventions ( Repertoire of Elements) Eg setting, technical codes, iconography (props and costumes), narrative, characters Need to be similar enough to attract an audience but different enough so that the audience don’t get bored. |
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Consumerism |
Encourages goods and services in ever-increasing amounts, beyond demand. Advertising is used to manipulate costumer spending as a result becoming obedient members of consumer society. |
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Patriarchy |
The systematic domination of women by men in society’s spheres and institutions. |
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Feminism |
Inequality between men and women is the most significant form of inequality. Feminists seek to challenge this inequality. |
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Liesbet van zoonen - feminist theory |
Men and women are represented differently in media, women are objectified as a result of western culture. Masculinity and femininity is constructed. |
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George Gerbner - cultivation |
The more we see the same representations and messages the more we believe them. |
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bell hooks - Feminist theory |
Lack of diverse voices within feminism, feminism has a hierarchy. |
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Judith Butler - gender performativity |
There is no gender identity behind the expression of gender, gender is a social construct. Masculine and feminine is created through repetition of behaviour. |
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Manuel Alvarado - 4 key themes of representation of ethnicity |
The exotic- ethnic groups are seen as exotic it the “other” and unusual or strange. The dangerous- minority groups can be represented as a threat to society, criminals etc. The pitied- representation of minorities a deprived victims. The humorous- race as a vehicle for comedy making minorities the butt of the joke. |
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Tokenism |
Form of under-representation, minorities are represented at a minimum or not at all. Have a reduced role compared to other characters who are part of the dominant group. |
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Stuart Hall - white eye |
Repeated representations have made audiences believe stereotypes of groups as common sense. In western societies, the dominant group is white and so the media presents white people as the default and unnoticeable when presented. Suggests media texts are produced by white people for white people. |
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David Hesmondhalgh - cultural industries |
Companies try to minimise risk and maximise audiences by formatting products . 1. Ensure company is vertically and horizontally integrated. 2. Work across a variety of media platforms and technologies. 3. Focus on popular genres/ formats/ structures 4. Control release schedule 5. Detailed marketing campaign |
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Desensitisation |
Theory that with continual exposure to a stimulus our responses to that stimulus are decreased. Eg watching a large amount of violence show less reactivity to violence in other contexts. |
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Lazarfeld- Two step flow |
Most people form their opinions under the influence of opinion leaders, who are in turn influenced by the mass media. Opinion leaders pass on their own interpretation of information in addition to actual media content. The people with the most access to media and more media literacy explain and diffuse the content to others. |
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