Representation within media

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  • Representation within media
    • Media texts present us with a version of ideas. ALWAYS a construction
      • Communication model
        • Reality - Mediation - re-representation of reality
    • Stereotyping = a categorisation process
    • Ideaology = a system of beleifs which a group/individual or society holds to be true
      • ALL media texts have ideaologies
    • THE EFFECTS MODEL (hyperdermic needle theory)
      • Media inject ideas into a passive audience e.g. like giving a a patient a drug
      • Disadvantages
        • Media could create material that causes violent behaviour
        • Often present contradictory arguments
        • Media produces inactivity and makes into couch potatoes and passive receptors
    • RECEPTION THEORY
      • Presents the idea that the audience interpretsthe meaning of the text based on their individual culture
        • STUART HALLS RECEPTION THEORY
          • Dominant reading = the media recognises the preffered meaning and agrees
          • Oppositional reading = the preffered meaning is recognised ut rejected
          • Negotiated reading = the preffered meaning is recognised and accepted but the reader modifies it for their personal beleifs
    • THE USES AND GRATIFICATION THEORY
      • The idea that media audience make active of what the media offer (not duped)
      • Maslow - hieracy of needs
      • Disadvantages
        • We are more likely to want to identify ourselves as active readers rather than passive dupes
        • Audience create their needs in response to existing media

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