When the audience is 'injected' with the ideas that are produced by the media creator, for example with beauty magazines- you have to be size 6 to be beautiful
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Uses and Gratifications theory
what the audience takes from the media text, how they use it
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Yvonne Tasker
'hypermasculinity'- an exaggerated example of male masculinity; for example, weapons, explosions, muscles
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copycat theory
when audiences copy what they see/read from a media text
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Maslows hierarchy of needs
bottom of the triangle: physiological needs-for example breathing,food,water,all essentials you need to live; then safety-safety in oneself,protection;then Love/belonging-friendship,love,sex,; then esteem-for example self esteem; self actualisation
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levi strauss
(not the jean maker!) binary opposites: for example Good v Evil, Light v Dark and so on.
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Vladimir propp
Stock characters: the hero, the villan, the love interest, the mentor
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Dyers Entertainment and Utopia theory
A form of escapism while watching the media text; entertaining an a sense of escape from the stresses of life
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stuart hall; three readings
preferred/dominant reading- audience agrees with what they see. Negotiated reading- they partly agree and disagree with the media text. Oppositional reading-they are against what the see/read and disagree with it
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Active V Passive Audience
Active audience- questions what they see and have an opinion about it (are switched on ); Passive-watch the text and have little or no opinion and believe the text is real (guliable)
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John Berger
"Men act, women appear"- male dominance, women should be cooking/cleaning
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Other cards in this set
Card 2
Front
Uses and Gratifications theory
Back
what the audience takes from the media text, how they use it
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