Media theories

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  • Created by: harryram
  • Created on: 25-04-16 09:23
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  • Media theories
    • Hypodermic needle model
      • The message is injected directly to the audience - has an instant effect e.g. they see an advert and want to instantly buy the product.
    • Levi Strauss – binary opposition
      • Two forces which conflict with each other e.g. good vs bad. Usually becomes personal to the audience because they will pick a side.
    • David Gauntlet – pix and mix theory
      • Audiences pick out the info relevant to them, and ignore the rest (link to negotiated reading - reception theory)
    • Stuart Hall – reception theory
      • How the audience interpret the text - negotiated, preferred and dominant.
    • Desensitisation
      • Media texts become so common that it no longer has the same effect it used to e.g. horror films aren't seen as scary as they used to - certificate ratings have decreased.
    • Two step flow
      • A media text goes through someone else first. e.g. an opinion leader sees an advert and then endorses the brand. In turn audiences will trust this opinion leader and may buy it.
    • Passive and active audience
      • Active readers interpret the text in their own way (link to negotiated reading), whereas passive audiences accept what the text says and has a dominant reading.
    • Laura Mulvey - male gaze
      • Media texts are structured around masculine viewers e.g. by using women it will entice more male viewers. This can objectify women as they may feel they are only admired for looks.
    • Cultivation theory
      • The more people see something in the media the more they start to believe it.
    • Acorn theory
      • Categorizes peoples' classes.
    • Young and Rubicon
      • Breaks society into categories: explorer, aspirer, succeder, reformer, mainstream, struggler and resigned.
    • Uses and gratification
      • How people actively seek out specific media to satisfy specific needs.
  • Young and Rubicon
    • Breaks society into categories: explorer, aspirer, succeder, reformer, mainstream, struggler and resigned.

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