Representation

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  • Created by: Chewbaca
  • Created on: 03-05-16 11:47
Two step flow theory
Messages in mass media have the most impact upon a minority of receivers. These people will then communicate the message to others, hence a two step flow.
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Uses and gratifications theory
As an audience, we use media products for different reasons: 1. information, 2. Entertainment, 3. Personal identity, 4. Social ide
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Production (Stuart Hall)
He believes that producers of texts create messages (codes) which they expect the audience to understand (Encoding).
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Consumption (Stuart Hall)
when the audience comes into contact with the text, they decode the message to create meaning.
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Dominant reading (Stuart Hall)
the audience enjoys the media text. They will agree and believe the media text and never question it. They will never miss an episode or edition of it.
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Negotiated reading (Stuart Hall)
the audience enjoys the media text but does not watch or read every episode. They might find some elements boring or unbelievable.
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Oppositional reading (Stuart Hall)
The audience understands the meaning of the media text but does not agree with it or enjoy it at all. They see issues or problems with it. Reception theory focuses on the role of the audiences in the interpretation of a text, instead of the text its
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Ideology
An ideology is a world view, a system of values, attitudes and beliefs which an individual group or society holds to be true or important.
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Barthes
Roland Barthes explored how an audience decodes a text and the different codes used to construct meaning from a text.
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Other cards in this set

Card 2

Front

As an audience, we use media products for different reasons: 1. information, 2. Entertainment, 3. Personal identity, 4. Social ide

Back

Uses and gratifications theory

Card 3

Front

He believes that producers of texts create messages (codes) which they expect the audience to understand (Encoding).

Back

Preview of the back of card 3

Card 4

Front

when the audience comes into contact with the text, they decode the message to create meaning.

Back

Preview of the back of card 4

Card 5

Front

the audience enjoys the media text. They will agree and believe the media text and never question it. They will never miss an episode or edition of it.

Back

Preview of the back of card 5
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