Media Theories
- Created by: EthanNation
- Created on: 14-01-18 14:00
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- Media Theories
- Stuart Hall Reception Theory
- Preferred
- Where the audience decodes the message as the producer wants them to and agrees with the text
- Negotiated
- Where the audience accepts, rejects or refines elements of the text in light of previously held views.
- Oppositional
- Where the dominant meaning is recognised but rejected for cultural, political or ideological reasons
- The producers encode the texts, while the readers decode it.
- Preferred
- Uses and Gratification Theory
- Audiences actively use texts in order to gratify needs for:
- Diversion
- Escapism
- Information / Surveillance
- Social relationship
- Audiences actively use texts in order to gratify needs for:
- Richard Dyer's Star Theory
- Icons and celebrities are constructed by institutions for financial reasons who will target specific audiences.
- Stars are constructed so that audiences can relate with them. Therefore, they can be consumed and made money from. They are personas rather than people.
- Stars create values (these become hegemonic), attitudes and styles which audiences admire and idolise
- Icons and celebrities are constructed by institutions for financial reasons who will target specific audiences.
- Levi Strauss
- Binary oppositions are used to drive forward a narrative and engage audiences
- Certain examples of groups or individuals are encoded into texts or left out in order to give a preferred represntation
- Richard Dyer's Theory of Stereotypes
- Media often repeats stereotypes in order to reinforce certain assumptions and values. It implies to audiences that there are big differences between different people.
- Stuart Hall Reception Theory
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