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30 Cards in this Set

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  • Back

Barthes (semiology)

"galaxy of signifiers"


"plural text"


enigma text


action codes

Neale

Genre is instances of repetition and difference where difference is essential for the economy.


Corpus (generic)


Hybrids

Intertextual relay

Borrowing codes and conventions from other films or media products

Iconography

Signifiers in films we associate with particular genres

Structuralism

There is a system and scructure behind all production.


Nothing can be understood in isolation.


Meaning is anchored.

Levi- Strauss

We make sense of the world through binary oppositions.


Narratives are organised around conflict.

Post-modernism (key ideas)

Anything goes


Rejects meta-narratives


Society is increasingly fragmented


No conventions


For a 'literate audience'

Post-modern features

Bricolage


Hybrid genres


Intertextuality


Parody


Irony


Diversity


Fragmentation


Utopia


Dystopia

Baudrillard

Hyperreality


The media is a simulacrum- only represents other representations

Hall's reception theory

Dominant, Negotiated or Oppositional reading

Process of mediation

Selection


Omission


Construction

Van Zoonen

Women's bodies as objects, mens as spectacle


"Gender is performative"


"Gender is contextual"



Judith Butler

Identity is a social construct


Gender is performative and is enforced through repetition


When someone challenges gender construct it creates gender trouble


Binary divide between M/F is a social construct

Intersectionality

Dynamic co-existing identities


Connected to systems of oppression

Post-colonial theory

Portrayals of colonial past


Media production used to perpetuate colonial ideas- exploit and colonise


Cultural imperialism

bell hooks

We live in a white supremacist capitalist patriarchy


Encourages the "oppositional gaze" which is political for black women

Paul Gilroy

"The Black Atlantic" created by transatlantic culture


"Post-colonial Melancholia" created by criminalizing immigrants and creates 'us' and 'them' narrative


People have to adopt double consciousness and look at themselves through others

Skirky

"The End of the Audience"


New media follows a publish then filter model


Makes use of the cognitive surplus


People reach transcendence needs, where they create for others

Tunstall (ways we consume)

Primary- active, chosen product


Secondary- not chosen


Tertiary- not aware of product

Young and Rubicam

Explorer (discovery)


Aspirer (status)


Succeeder (control)


Reformer (enlightenment)


Mainstreamer (security)


Struggler (escape)


Resigned (survive)


Blumer and Katz

Surveillance


Entertainment


Personal identity


Social interaction

2 ways to profile an audience

Demographic


Psychographic

Karl Marx

Ruled by superstructures


Power relationships


Conglomerate system and capitalism


Mass media is a distraction

Liberal pluralism

Media responds to demand and needs of the audience


Freedom and choice


Media is an agent for democracy, a range of views are present

Gerbner

Light vs Heavy viewers, we are cultivated by our level of exposure


Mean world syndrome


Mainstreaming effect- a narrow minded view of the world


Desensitisation

Marxism (key words)

Manufacturing consent- allow elite to keep power


Hegemonic power- political and cultural dominance over others


False conciousness created by the allusion of power



Marxism (key words)

Manufacturing consent- allow elite to keep power


Hegemonic power- political and cultural dominance over others


False conciousness created by the allusion of power



Bandura

Media can have direct influence on values and behaviour of audiences


Media can have indirect influence through social networks


Audience may imitate behaviours they see represented in the media

Livingstone and Lunt

Audience are consumers who have needs


Regulation offers protection but ensures choice


Regulation at risk due to globalisation, convergence and digital media


Gauntlett

Media provides us with tools to construct abd explore our identities.


Old media conveyed messages about ideals through stereotypes and traditional perspectives but new media is more diverse.


Identities such as gender and sexuality are less fixed.


Audiences are active in decoding representations.