This is the study of codes or languages and the signs from which they are made such as words that are written or spoken.
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Card 7
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Representation is the the way in which meaning is given to the things depicted.
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This suggests that when audiences consume a media text they actively choose how they respond. This is affected by life experiences, social class, gender, ethnic background, political leanings, cultural preferences, education etc
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is the academic term for any analysis of texts e.g. films which uncovers a homosexual or lesbian interpretation. ______ challenges the position that 'heterosexual' is the only 'normal' sexuality.
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Someone who both consumes and produces a product is a ??
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The continuing impact of the western colonial experience on contemporary non western culture e.g. Africa or India. An example of this is what used to be called The British Empire and how it continues to inform contemporary attitudes to race+ethnicity
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Values private enterprise over public services. It believes the MARKET has all the POWER to provide all that people need. The centre of its values the power of the individual.
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The Media creates "scapegoats" or 'folk devils' that result in moral panics and prevents questions being asked about what actually causes these issues e.g. black crime, immigration, terrorists
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Today we make sense of reality with reference to media texts. The media is the most influential reference point and shapes our understanding of the world.
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The belief that mass media offers a range of ideologies that audiences can choose to accept or reject.This challenges Marxism & gives credit to audiences.
