Theorists

Question 1

Roland Barthes

Answer 1

Semiology
Polysemic sign - multiple meanings
Anchorage - stops it being polysemic sign
Myth - becomes so ingrained into society that they take on mythical properties
Denotation - literal action / equivalent to sign
Connotation - meaning / what is signified

Question 2

Steven Neale

Answer 2

Genre theorist
- genres made up of instances of repetition and differences
- Difference essential to economy of genre
- genres change and develop and vary as they borrow idea from and overlap with one another
- genre exists within specific economic, institutional and industrial contexts
Hybrid genres - two genres combined into one
- creates a difference and pleases multiple different audiences
- creates sub genres

Question 3

Stuart Hall

Answer 3

Reception theory
- active meaning that they interpret and respond to media texts on different ways and capable of challenging the encoded ideas

Question 4

George Gerbrer and Lorry Gross

Answer 4

Cultivation theory

• you are more frequently exposed to an idea, the more positive to it you become
• you change from an oppositional reading position to negotiated to preferred

Question 5

Blumler and Katz

Answer 5

Uses of gratifications model
- continue media to gratify needs
- not all audiences consume media texts for some reason
Entertainment and escapism - media provides audience with ways of shutting off from rest of their lives
Sexual gratification - bring in wider audience
Information and education - documentaries
personal identification - relate to
Social interaction / water cooler culture - Instant gratification - media designed to communicate with other people

Question 6

David Gauntlett

Answer 6

Pick and mix theory

• used to have very traditional ideas about gender - binary gender
• now have more diverse range of media icons through which we can pick and mix our own gender identity

Question 7

Laura Mulvey

Answer 7

Male and female gaze
- wrote essay ‘ visual pleasures ‘ in narrative cinema
- problem with cameras = gendered heterosexual males
- majority of media run by males
Dissection = objectification

Question 8

Bell Hooks

Answer 8

• feminism is the tempt to rid society of patriarchal control
  Intersectunatily - race/class

Question 9

Liesbett van zooner

Answer 9

• men given spectacle of strength
• women given spectacle as sexualised
• difference in way men and women behave
  Men - belong in work and politics
  Women - belong to home and domestic
• outlines socialist feminists and liberal feminists

Question 10

Amy Caplan

Answer 10

• emotional contagion

- lingering close up