Media studies theories AQA

Semiotics

Study of language of codes and signs, ways in which media products are encoded by producers and decoded by audience

Enigma codes

Engage audience with mystery

Semiotics

Study of language of codes and signs, ways in which media products are encoded by producers and decoded by audience

Enigma codes

Engage audience with mystery

Symbolic codes

Image represents something

halls reception theory

Preferred, negotiated, oppositional reading

Butlers gender theory

Gender constructed through performance

halls representation theory

See stereotypes in the media e.g white power

Gerbners cultivation theory

Representation of groups over and over again believe it's true

Alvarado racial stereotypes

Pitied, dangerous, exotic, humorous

Van Zoonens feminist theory

Women often portrayed as sexual objects or damsels in distress

Mis-en-scene

Include denotation, connotation, how shots/images are composed

Cinematography

Types of shots (close-up, long shot, establishing shot)

Binary opposites

Create conflict/drama

Postmodernism

Irony, parody, bricolage, intertextual references, fragmented narrative

Todorov

Narratology = equilibrium, disruption, recognition, repair, new equilibrium

Neale's genre theory

Instances of differences and repetition

Gilroy's post-colonialist theory

See effects of colonialism (claiming countries) as whites are presented as successful and ethnic minorities poorly presented

Baudrillard's postmodernism

Reality vs artificial (heightened reality, simulacra, hyper reality)

Shirky's end of audience theory

Active audience now, engage and interact

Bandura's media effect theory

modelling in the media introduced attitudes, responses and conduct that would be acquired by audiences

Jenkins fandom theory

Commenting, sharing, distributing product (create own product)

Gauntletts identity theory

Get sense of own identity (post=simple, straightforward representations. Present=diverse, complex representations )

Vertical integration

Owns one or more stages in production and distribution of product

Horizontal integration

Owning other companies in the same business line (reduces competition)

Hypodermic needle theory

Inject audience with ideas and beliefs

Raunch culture

Women own their sexuality

Blumer and Katz

Used and gratifications- entertainment information escapism personal identity