Media Studies - Introduction Unit - Definitions + Theories

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Sign

A signifier (physical form e.g. sound, printed word, image) and a signified (symbol/meaning) put together

Things we see and hear

Ferdinand De Saussure - Signifiers and Signified Theory

-created the signifier and signified

Roland Barthes - Denotations, Connotations and Myths Theory

-denotation - literally what you see

-connotation - the meaning behind that sign

-myth - represents a more complex concept (values and ideologies of certain groups of people), often to its extremes,e.g. guns associated with American freedom and patriotism

Charles Peirce - Triadic model of communication

-(can be in any order) sign/representamen (represents object or meaning) <> interpretant (mental concept/meaning) <> Object (subject matter)

Example:

-Interpretant (switch off machine)

-Representamen ( symbol for switch off)

-Object (computer switches off)

Charles Peirce - Sign Categories

-Icon: obvious physical resemblance to what it signifies (e.g. a photograph of a dog)

-Symbol: no resemblance between the signifier and signified other than cultural context

-Index: some sort of physical relationship to meaning, but not directly (e.g. a cartoon of a dog)

Codes

Anything that makes up part of the media text (e.g. image, word, colour)

Conventions

The way that codes are used in the media text

Polysemic

A code with more than one meaning

Rules

The ways in which signs can be organized

Shared understanding

The people sending and receiving the code both need to understand it

Todorov’s Narrative

-Equilibrium, Disruption, Recognition, Attempt to repair, New Equilibrium

Steve Neale’s Genre Theory

The idea that though genres may be marked by dominance of repetition, but also of change and subversion. 

Genre

The type of any media product

Semiotics

The study of signs and symbols

Signifier

The physical form of something 

Signified

What meaning culture has place of the signifier

Anchorage

Linking signs to make meaning

Paradigms

The elements that will appear in the narrative

A set of signs that share a common function/feature

Syntagms

Putting these elements in a specific order

The combination of signs into a meaningful sequence

Propp’s Character Types

-Hero

-Villain

-Doner

-Helper

-False Hero

-Dispatcher

-Princess

Lévi-Strauss’ Theory of Binary Opposites

The meaning of words is a relationship between opposing ideas rather than a fixed thing (e.g. Good, Bad)

Structuralism

The belief that meaning comes from a text’s structure

Narrative

the way events are presented to the audience (e.g. linear, non-linear, circular etc)

Story

the basic outline of connective events

Plot

the specific order connective events happen

Verbal Codes

Any text or spoken word used in a media text

Non-Verbal Codes

Anything that isn’t text or spoken word used in a media text

Symbolic Code

Codes that are used to convey a symbolic, rather than literal, meaning

Mass audience

Media texts created to appeal to a large audience

Niche audiences

Media texts created to appeal to a small, specific group of people

Primary audience

The main audience a piece of media is targeted to

Demographics

The statistical data relating to the populations and particular groups with in it (e.g gender, class, age, location, etc)

Social Grades

A (upper class), B (lower upper class), C1 (upper middle class), C2 (lower middle class), D (working class), E (unemployed/receiving benefits)

Psychographics

What is the target audiences’ personality, values, attitudes, interests, lifestyles

Enigma codes

Things that make the audience want to learn more about the media text. This is done through mystery and intrigue.

Cross Cultural Consumer Characterisation (4Cs)

Mainstream, Aspirer, Reformer, Succeeder, Struggler, Explorer, Resigned

Gauntlett’s Identity Theory

-Fluidity of Identity: Gender roles change overtime

-Constructed Identity: We use the media to create our own identity

-Negotiated Identity: The relationship between you and media

-Collective Identity: Identity tribes and fandom

Hegemony

The dominant beliefs and values that the bourgeoise create

Dyer’s Star Theory (Actors/Celebrities)

-Construction: A star is a constructive image

-Commodity: Stars are commodities that are produced by institutions

-Ideology: Stars embody and represent certain ideologies