Media Studies AS Terminology and Theories
Basic terminology and theories needed for AS Level Media Studies
- Created by: Amy Archer
- Created on: 16-05-11 21:12
Media Theories
Alvarado
the four main ways in which black people are represented in the media:
- the pitied
- the humerous
- the exotic
- the dangerous
aruges that black people are represented both narrowly and stereotypically by the media
Stuart Halls Encoding/Decoding Model
suggests that producers encode a message and audiences actively decode that message, leading to preferred, negotiated and oppositional readings and aberrant decodings
Media Theories (Continued)
Uses and Gratifications Theory
Why an audience chooses a media text. Active audiences select texts that meet their individual needs:
- Entertainment and escapism
- Surveillance - gain information about the world
- Fulfilling a social need - keeping you company/something to talk about
- Personal identity - compare life/self with others to reaffirm your values
- Voyeurism - watch how others behave/live their lives
- Fetishism - extreme interest in something. Fandom/obsession
Two - Step - Flow Model
where the message of a media text is delivered by someone who the audience believe/trust
Todorov
linear narrative that eventually establishes a balance
Media Terminology 1
Visual Codes - what you see in the scene, what makes up the mise-en-scene
Narrative Codes - how the story is constructed
Semiotics - the theory of signs
Sign - actual object
Signifier - physical attributes of the sign
Signified - meaning constructed from the physical attributes of the object
Iconic Sign - what the actual object is
Indexical Sign - a sign that suggests something has happened
Symbolic Sign - iconic sign given a sympolic meaning
Syntagmatic Structure - how the narrative is constructed through signs
Media Terminology 2
Paragidmatic Choices - one sign with many choices. often affected by genre
Cinematography - framing of shots, and the shot types
Extreme Close Up - draws attention to detail
Close-Up - shows expression and emotion
Mid-Shot - see figure and background
Long-Shot - see a whole figure
Extreme Long Shot - establishes setting
Two-Shot - 2 people in one shot, showing a relationship
Over The Shoulder Shot - position audience with a character
Point of View Shot - seeing what the character sees
Media Terminology 3
Tracking Shot - follows movement of people and objects
Diegetic Sounds - sounds in the scene, eg. talking, cars etc
Non-diegetic Sounds - sounds out of the scene, eg. music
Synchronous Sounds - goes with the images
Asynchronous Sounds - hearing something you cannot see
Sound Bridge - hearing something in one scene that comes from the next scene
Contrapuntal Sound - what you see is the opposite to what you hear
Polysemic - multi-layered narrative
Hegemony - identifying the dominant values of a group. institutional set of values
Generic Verisimilitude - reality according to the genre
Media Terminology 4
Cultural Verisimilitude - reality according to the specific culture
Hybrid Text - a text combining several genres
Target Audience - who a text is specifically aimed at
Secondary Audience - anyone outside of the target audience who consumes a text
Stereotype - a simplified and generalised view of aspects of society used by the media. Often negative and judgmental
Countertype - a representation that challenges the stereotype
Ideology - beliefs and values
Dominant Ideology - dominant beliefs and values of society
Moral Panic - an issue/group of people who are perceived as a threat to society
Demographic - age, gender, nationality representations
Media Terminology 5
Psychographic - representations of interests, lifestyles, beliefs and values
Preferred Reading - text is consumes in the intended way of the producer
Negotiated Reading - accept part of a texts meaning
Oppositional Reading - audience reject meaning and create their own
Aberrent Decoding - creating an incorrect interpretation of the meaning
Active Audience - create own meanings from a text
Passive Audience - accept meanings and do not create their own
Audience Positioning - the way media texts pursuade audiences to take a point of view or side of an argument
Enigma Codes - an image / text that makes the audience question details or meanings
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