CODES: anything in media that creates
meaning, audience has to decode the image, colours, font etc.
-Hermeneutic code: anything that askes a
question or creates mystery/suspense
-Proairetic code: something’s about to
happen, colour, setting etc.
-Symbolic code: anything with a deeper
meaning
(textual analysis)
Theory 1) Roland Barthes- Semiotics (Codes)
Anything with a meaning
Things that create meaning – signifiers
(image is created eg tree)
The meaning that is created
Theory 4) Claude Levi-Strauss-
Structuralism
Particular interested in myths and
legends
Philosophical questions
He said “we make sense of the world
through binary opposition”
Binary opposition = where two messages
or values are presented in opposition eg. day and night, tall and short. It
also creates narrative and conflict
Sitcom: BIG BAND THEROY shows binary
opposition
Sheldon Vs Penny
Howard Vs Bernadette
Theory 7) David Gauntlet- Identity
Believes that despite many negative deceptions of media people are able to construct there own identities through what they perceive on tv
there are many more representations than just male and female
Audience not passive!
construct own ideas and identities through subculture eg. genre of music
Pick and Mix theory- where audience chooses specific ideologies out of a media product
Theory 3) Steve Neale- Genre
He believes that genre is essentially instances of 'repetition and difference' he suggests that text need to conform to some sort of generic paradgrims to be identified with a genre. You must also subvert these conventions in order not to appear identical
-genre exists to appropriate and separate forms of media
-benefits producers so they can profit out of the most popular genre
-genres can exclude or include people
Theory 2) Tzvetan Todorov- Narratology
Establish of equilibrium (state of balance) BEGINNING
swiftly followed by the disequilibrium (something goes wrong, unbalance)
leads to the liminal period MIDDLE
parcial restoration of equilibrium END
There is no narrative without some sort of conflict
eg. reality tv 'TOWIE' 'MIC'
gossip, argument, resolution
advantage of the theory of narrative is it can be applied very simply, can be used on a macro (huge) and micro level (small)
Theory 17) Stuart Hall -representation and reception
really interested in active audience a snd have options and interpret things in different ways:
1) 'right' reading which can be enforced by positioning
2) Hall categorised audience response into three separate groups
-dominate reading: audience agrees with text and ideas presented to them
-oppositional reading: audience goes completely and rejects values and ideas
-preferred reading: audience makes up own mind based on how producer wants them to decode text
-negotiate reading: audience agrees with most of what they see but not all
Theory 14) David Hesmondlgh -the cultural industries
where a company buys other companies in the same sector to reduce the competition for audiences = horizontal integration
where a company buys up other companies involved in different stages of the production and circulation = vertical integration
Theory 12) Curran and Seaton -power and media
The media is controlled by companies primarily driven by profit and power
media concentration limits variety, creativity and quality
eg. large companies own lot of small companies.... manipulate and control spreading their own ideology
Theory 8) Lisbet Van Zoonen- feminist theory 1
feminist= believe thats men and women should have equal rights in society
-The idea that gender is constructed through discourse and that its meaning varies according to cultural and historical context the idea that the display of women bodies as objects to be looked at is a core element of western patriarchal culture
-The idea that the main stream culture the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female body
-The idea of what is male and female changes over time, woman bodies are used in media products as a spectacle for heterosexual male audience which reinforces patriarchal hegemony
(Male Gaze theory- The only reason why women are used in advertising is to attract heterosexual male audience)
Theory 13) Sonia Livingstone and Peter Lunt- Regulation
Transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media restrictions at risk
regulation is not useful as anyone can access anything eg. young people can access porn through the internet
Theory 19) Clay Shirky- 'End of Audince'
audience are no longer passive: hey interact with media products in an increasingly complex variety of ways
Theory 9) bell hooks (name lower case)- feminist theory 2
-feminism is a struggle to end patriarchal hegemony and the domination of women
-feminism is not a lifestyle choice: it is a political commitment
-race, lass and gender all determine the extent to which individuals are exploited and oppressed
book- "feminism is for everyone"
important for men to be feminist as well as ideas of women in society affects how men are treated in society
Theory 16) George Gerbner- Cultivation
Theory 15) Albert Bandura- media effects (Hypodermic needle)
Theory 7) David Gauntlet- Identity
Believes that despite many negative deceptions of media people are able to construct there own identities through what they perceive on tv
there are many more representations than just male and female
Audience not passive!
construct own ideas and identities through subculture eg. genre of music
Pick and Mix theory- where audience chooses specific ideologies out of a media product
Theory 3) Steve Neale- Genre
He believes that genre is essentially instances of 'repetition and difference' he suggests that text need to conform to some sort of generic paradgrims to be identified with a genre. You must also subvert these conventions in order not to appear identical
-genre exists to appropriate and separate forms of media
-benefits producers so they can profit out of the most popular genre
-genres can exclude or include people
Theory 2) Tzvetan Todorov- Narratology
Establish of equilibrium (state of balance) BEGINNING
swiftly followed by the disequilibrium (something goes wrong, unbalance)
leads to the liminal period MIDDLE
parcial restoration of equilibrium END
There is no narrative without some sort of conflict
eg. reality tv 'TOWIE' 'MIC'
gossip, argument, resolution
advantage of the theory of narrative is it can be applied very simply, can be used on a macro (huge) and micro level (small)
Theory 17) Stuart Hall -representation and reception
really interested in active audience a snd have options and interpret things in different ways:
1) 'right' reading which can be enforced by positioning
2) Hall categorised audience response into three separate groups
-dominate reading: audience agrees with text and ideas presented to them
-oppositional reading: audience goes completely and rejects values and ideas
-preferred reading: audience makes up own mind based on how producer wants them to decode text
-negotiate reading: audience agrees with most of what they see but not all
Theory 14) David Hesmondlgh -the cultural industries
where a company buys other companies in the same sector to reduce the competition for audiences = horizontal integration
where a company buys up other companies involved in different stages of the production and circulation = vertical integration
Theory 12) Curran and Seaton -power and media
The media is controlled by companies primarily driven by profit and power
media concentration limits variety, creativity and quality
eg. large companies own lot of small companies.... manipulate and control spreading their own ideology
Theory 8) Lisbet Van Zoonen- feminist theory 1
feminist= believe thats men and women should have equal rights in society
-The idea that gender is constructed through discourse and that its meaning varies according to cultural and historical context the idea that the display of women bodies as objects to be looked at is a core element of western patriarchal culture
-The idea that the main stream culture the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female body
-The idea of what is male and female changes over time, woman bodies are used in media products as a spectacle for heterosexual male audience which reinforces patriarchal hegemony
(Male Gaze theory- The only reason why women are used in advertising is to attract heterosexual male audience)
Theory 13) Sonia Livingstone and Peter Lunt- Regulation
Transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media restrictions at risk
regulation is not useful as anyone can access anything eg. young people can access porn through the internet
Theory 19) Clay Shirky- 'End of Audince'
audience are no longer passive: hey interact with media products in an increasingly complex variety of ways
Theory 9) bell hooks (name lower case)- feminist theory 2
-feminism is a struggle to end patriarchal hegemony and the domination of women
-feminism is not a lifestyle choice: it is a political commitment
-race, lass and gender all determine the extent to which individuals are exploited and oppressed
book- "feminism is for everyone"
important for men to be feminist as well as ideas of women in society affects how men are treated in society
Theory 16) George Gerbner- Cultivation
"The idea that prolonged and heavy exposure to TV..cultivates", as in grows and develops in audiences " a view of the world consistent with the dominant or majority view expounded by television"
Takes place over a long period of time
Does TV manipulate our ideology? TV distorts reality
Cultivate - to develop or grow something
Advantages - The effects are long term, makes more sense then suddenly changing from seeing one thing
Disadvantages - Not everybody is the same and as easily manipulated (not everybody is a heavy tv watcher), things were different in the 1970s, with only three channels, the ridiculous amount of ways we have accessing ,media now challenges the idea that any ideology can be mainstream.
Bandura looked at the idea of media effects, which was a massive thing in the 1940s, Tv started to become popular.
The effects model - the hypodermic needle model (Audience are manipulated by the media and ideology)
Advantages of theory - opens people's eyes & it's so simple
Disadvantages of the theory - it's wrong, it assumes all ideology is negative
Passive - you don't know what is happening, or at least you just let stuff happen to you.
Advantages of theory - opens people's eyes & it's so simple
Disadvantages of the theory - it's wrong, it assumes all ideology is negative
Passive - you don't know what is happening, or at least you just let stuff happen to you.
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