Media: Theory

(Roland Barthes) What are signs and signifiers?

When media texts communicate messages with codes.

(Roland Barthes) What is anchorage?

Text that accompanies an image, helping us read, shutting down possible negotiated readings and reduces ambiguity.

(Roland Barthes) What is naturalisation?

After many years of codes being repeated, their meaning becomes generally agreed upon society.

(Roland Barthes) What are myths?

Common connotations suggested by a sign are seen and natural and true.

(Stuart Hall, audience theory) What is the dominant position?

The intended reading, accepting the texts readings and ideology.

(Stuart Hall, audience theory) What is the negotiated position?

Accepting most of the views/meanings of the text- agreeing and disagreeing with some aspects

(Stuart Hall, audience theory) What is the oppositional reading?

The reader either completely misunderstands the text or rejecting/not acknowledging it.

(Stuart Hall, audience theory) What factors can affect how the audience decode a text?

Social group, beliefs and values, social + cultural experiences, political opinions, media tastes, contextual understanding.

(Stuart Hall, representation) What was his statement on representation in the media?

The media re-presents real life- an imitation with an agenda.

(Stuart Hall, representation) How are stereotypes used in the media?

As a shortcut to help audiences understand or decode a narrative/character.

(Stuart Hall, representation) What does stereotypes do?

Focus on negative traits, and preserve hegemony.

(Steve Neale) What are his points about what genres do?

reflect their SCH contexts, hold conventions, hybridise using intertextuality, used as a tool for marketing, hold an ideology.

(bell hooks) What is intersectional identity?

Our interconnected nature of social groupings- creating our status.

(bell hooks) What is bh's theory about black women?

Two significant movements in western culture bringing equality (feminism and civil rights) excluded black women, making them the most underrepresented and prejudiced group.

(bell hooks) What is tokenism?

When there is progression in media for black representation, it's usually male, light skin or a passive character.

(bell hooks) What are the 3 main stereotypes of black women?

Jezebels (over sexualised), Aunt Jemimas (domestic/servants), Sapphires (comedic, loud, emotional)

(bell hooks) What does intersectional media do?

Challenges hegemonic representation.

(Todorov) What are the stages of Narratology?

Equilibrium, disruption, realisation, attempt to restore, resolution/new equilibrium.

(Curran and Seaton) Why do media conglomerates control industries?

It grants control and success as it eliminates competition in a money driven industry.

(Curran and Seaton) What are oligopolies?

When less owners create less opinions and variety in products in the market.

(Curran and Seaton) What is media convergence?

When different media comes together and can be addressed through one device.

(Curran and Seaton) What is diversification?

When companies branch out into new media industries.

(Curran and Seaton) What is media ownership?

When subsidiaries (smaller companies) are controlled by parent companies/conglomerates.

(Curran and Seaton) What are the impacts of media ownership?

A narrowing of opinions represented due to prioritising profit over quality and creativity.

(Roland Barthes) What are his five codes?

Hermeneutic, Proairetic, Semantic, Symbolic, Cultural.

(Roland Barthes) What are Hermeneutic (Enigma) codes?

They construct mystery by withholding information.

(Roland Barthes) What are Proairetic (Action) codes?

They provide excitement and drama, creating tension.

(Roland Barthes) What are Semantic codes?

They are any element providing connotations to give insight into characters/setting/plot.

(Roland Barthes) What are Symbolic codes?

Repeating a code to create themes and symbols.

(Roland Barthes) What are Cultural codes?

Codes taking origin outside the media text and relying on the audiences knowledge of society and culture.

(Claude Levi-Strauss) What is structuralism?

How mass media shapes individuals thoughts and behaviours centred around morals and values.

(Claude Levi-Strauss) What are the three binary oppositions?

Conceptual, visual, character.

(Van Zoonen) What are her main ideas?

The media is patriarchal, it reinforces gender roles, time periods can be recognised, men are spectacular whilst women are a spectacle.

(Van Zoonen) What is her point on the “active gaze”

Female direct address frequently has connotations of invitational, sexual, and weak.

(Jean Baudrillard) What is meaning implosion/ oppositional truths?

The mass media we consume contains contradicting messages/information, making us unable to distinguish truth.

(Jean Baudrillard) What is media blending?

Media forms stealing and merging ways of communicating for entertainment and engagement values.

(Jean Baudrillard) What is simulacra?

The medias simulation of reality: altered, repeated, claiming authenticity

(Jean Baudrillard) What is hyper reality?

When the false “reality” shown in the media becomes a believed source of “truth”

(Jean Baudrillard) What is repetition and duplication?

Postmodern media replicating successful media content- selling news as a disequilibrium- to maintain the attraction to audiences.

(Jean Baudrillard) What is a hyperreality?

In a postmodern world, reality and simulation are indistinguishable: anything fake claiming truth.

(Jean Baudrillard) What is media blending?

When media forms merge and steal ways of communication to interest consumers

(Jean Baudrillard) What is meaning implosion?

An increase of messages and opinions contradicting each other making the truth undistinguishable

(Jean Baudrillard)