Sign that's very closely related to the concept they signify, there is a direct link. E.g. smiling means your happy, thunder means lightning.
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Iconic Sign
Sign is like the signified. E.g. a photograph is like the person but is clearly not them.
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Symbolic Sign
No obvious relationship with the signified. E.g. a dove represents peace.
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Gamson
Celebrity is produced by the media to make a profit.
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Adorno and Frankfurt School
Celebrities have both positive and negative impacts on audiences; the rise in anorexia can be linked to idolisation of models.
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Cameron and Frazer
Sexual violence is endemic within modern society; women and the elderly are often portrayed as the victims.
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Giddens
We live in a 'runaway world' where cultures, economies and politics merge across national boundaries.
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Cultural Imperialism
One country dominates other countries' media consumption thereby dominating their ideologies.
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Moral Panic
Media generates fear within its audiences against a group, community or practice considered threatening or dangerous.
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Springhall
Suggests that people are fearful of modern technology as it challenges the status quo.
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Social Learning Perspective
Suggests viewers learn from media consumption.
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Cultivation Perspective
Rather than the content it is the cumulative effect of watching a range of media texts that alters behaviour.
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Cohen
Moral panics occur when society is threatened by something that subverts mainstream ideologies.
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Syntactic Level
Identifies basic denotations in the text.
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Representational Level
Representations conveyed within a text.
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Symbolic Level
Hidden cultural or symbolic meanings in a text (connotations).
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Barthes
Understanding of texts is affected by repetition of stories or myths.
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Hegemony (Gramsci)
Process in which an ideology or value becomes 'common sense', the widely accepted view.
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Chomsky and Herman
Media manipulates audiences to prevent rebellion against dominant classes.
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Gammon and Marshment
Challenges Mulvey by stating that numerous texts represent men as an object of desire through a female gaze.
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Butler
Gender is constructed rather than a result of nature. 'Gender Trouble' occurs as representations vary or are subverted.
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Said
Orientalism - Western culture has constructed the idea of 'the other' provoking fear and fascination with the East.
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Diaspora Identity
Result of forced or voluntary migration where people identify with various cultures.
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Alvarado
Suggests 4 representations frequently seen of the black community: the humorous, the exotic, the pitied (e.g. charity), or the dangerous.
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Gerbner
Messages don't just flow from the text to the audience but through another step where discussion is made, debating the ideologies, reducing the power of the producer.
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Blumer and Katz
Uses and gratifications - obtaining information, socialising, gaining identity, distraction from reality, etc.
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Couldry
Mobile audience - audiences are not only saturated within the home but visit places of media production, like studios or sets.
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Abercrombie and Longhurst
Audience involvement has developed so that the boundaries between audience and producer have become more fluid as audiences take to Twitter, Facebook, etc. to form their own ideologies and values.
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Lyotard
Suggests over-arching metanarratives (such as Marxism, religion, capitalism, etc.) have been debunked producing an unstable society.
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Bricolage
Process of creating a media text out of a series of styles and signs from other media texts or cultural artefacts.
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Pastiche
Creation of a media text out of elements, or with reference to, other media texts in a mocking way.
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Baudrillard
Hyper-reality = The blurring of distinction between reality and media constructed fantasy.
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Haraway
Cyberspace is liberating - we are able to form identities without restrictions.
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Other cards in this set
Card 2
Front
Sign is like the signified. E.g. a photograph is like the person but is clearly not them.
Back
Iconic Sign
Card 3
Front
No obvious relationship with the signified. E.g. a dove represents peace.
Back
Card 4
Front
Celebrity is produced by the media to make a profit.
Back
Card 5
Front
Celebrities have both positive and negative impacts on audiences; the rise in anorexia can be linked to idolisation of models.
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