Representation within media
- Created by: grace.elms
- Created on: 31-03-16 13:46
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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
- Communication model
- 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
- STUART HALLS RECEPTION THEORY
- Presents the idea that the audience interpretsthe meaning of the text based on their individual culture
- 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
- Media texts present us with a version of ideas. ALWAYS a construction
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