Theorists

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Barthes - Semiotics
texts communicate meanings through signification / signs function at the levels of denotation and connotation / connotations can become myth if they are repeated often enough
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Levi-Strauss - Structuralism
texts can best be understood by examining their underlying structure / meaning is created by binary oppositions / most pairs are hierarchal relationships
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Hall - Stereotyping
stereotypes reduce people to a few simple characteristics or traits / tends to occur where there are inequalities of power / can be positive or negative - but always harmful / priming prepares audiences to believe messages through the use of images
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Curran + Seaton - Theories of Power
media ownership is linked to power and control / media is controlled by a small number of companies driven by profit and power / media concentration usually limits variety, creativity and quality / more socially diverse patterns of ownership allow for mor
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Bulmer + Katz - Uses and Gratifications
explores why people seek out media / information - to learn about the world / identification - finding yourself reflected in texts / emotional - having an emotional reaction / social interaction - producing conversation / diversion - to distract from real
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Hall - Reception
communication involves encoding by producers and decoding by audiences / dominant-hegemonic - understood and accepted / negotiated - understood and adapted / oppositional - understood but not accepted / responses depend on audience profiles
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Shirky - End of the Audience
digital technologies have had a profound effect on the relations between media and individuals / audience are no longer passive consumers - they "speak back to" media by creating and sharing their own content
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Neale - Genre
dominated by repetition but marked by difference / genres exist within specific economic and industrial contexts / audiences learn to recognise genres through repetition of codes
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Van Zoonen - Feminist Theories
women being portrayed as objects is a core part of Western patriarchal culture / the codes used to present the male body as spectacle differ from those used to objectify women's bodies / the images of women in media are mostly created by men - benefit the
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Gauntlett - Theories of Identity
media provides us with tools to construct our identities / contemporary media allows people to choose from a diverse range of icons to base their identity or rather than straightforward binary codes
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Gilroy - Postcolonialism
colonial discourses continue to inform attitudes on race and ethnicity / civilisationism constructs racial hierarchies and sets up binary oppositions
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Gerbner - Cultivation
exposure to repeated patterns of representation can influence people's attitudes / cultivation reinforces mainstream values
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Jenkins - Fandom
fans are active participants in the construction and circulation of textual meanings / fans appropriate texts and read them in ways not fully authorised by producers / fans construct their identities through borrowing and inflecting mass culture images
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Hesmondhalgh - Theory of the Cultural Identities
companies try to minimise risk and maximise audiences through the use of formatting / conglomerates now operate across a number of different cultural industries
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Baudrillard - Postmodernism
in postmodern culture the boundaries between the "real" world and the media world have collapsed / media images have come to seem more real than the reality that they supposedly represent
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Goodwin - Key Principles of Music Videos
relationship between music and visuals / relationship between lyrics and visuals / demonstrate genre characteristics / intertextual references / notions of voyeurism / convey starpower
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Other cards in this set

Card 2

Front

texts can best be understood by examining their underlying structure / meaning is created by binary oppositions / most pairs are hierarchal relationships

Back

Levi-Strauss - Structuralism

Card 3

Front

stereotypes reduce people to a few simple characteristics or traits / tends to occur where there are inequalities of power / can be positive or negative - but always harmful / priming prepares audiences to believe messages through the use of images

Back

Preview of the back of card 3

Card 4

Front

media ownership is linked to power and control / media is controlled by a small number of companies driven by profit and power / media concentration usually limits variety, creativity and quality / more socially diverse patterns of ownership allow for mor

Back

Preview of the back of card 4

Card 5

Front

explores why people seek out media / information - to learn about the world / identification - finding yourself reflected in texts / emotional - having an emotional reaction / social interaction - producing conversation / diversion - to distract from real

Back

Preview of the back of card 5
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