Comp 1 theorists Flashcards
(32 cards)
What is Roland Barthes’ theory?
(media language)
Semiotics
What are the 5 codes that Barthes talks about?
- symbolic
- semantic
- prioretic / action
- enigma
- cultural
Give an example of a symbolic code in one of the set texts.
Kiss of the vampire - bats in the background is a symbolic code.
Bats = symbolise vampires
What is a semantic code?
Parts within the text that suggests or refers to additional meanings
Give an example of a semantic code in one of the set texts.
Kiss of the vampire - red and black colours - link to horror films. Death and blood.
Tide - woman smiling and hugging the Tide - she loves the product and so should the audience.
What is a proairetic/ action code?
Elements of media products that signify that something is going to happen as a result
Give an example of an action code in one of the set texts.
Kiss of the vampire - woman holding a man by the throat - at some point in the film a woman is going to be killing a man - brings audience in.
What are enigma codes?
Any mysterious part of a text that will engage the audience and make them want to read more
Give an example of an enigma code in one of the set texts.
The Mirror front page - “ZERO SHAME” - full story on pages…
- acts as an enigma code
Tide - “We’ve got what woman want!” - what is it that women want?
What are cultural codes?
Parts of a media products that you will only be able to understand if you are part of that culture (age, gender, nationality)
Give an example of a cultural code in one of the set texts.
Formation - Antebellum dresses (Black culture within America)
What is Lévi-Strauss’ theory?
(media language)
Binary oppositions
What does binary oppositions mean?
2 things that have been represented as being completely different to one another
Give an example of a binary opposition in one of the set texts.
Tide - “other washing products” - Tide is better than other products
Kiss of the vampire - female protagonist, weak male - makes drama and tension
Why are binary oppositions created?
It can create conflict, drama,and makes things more entertaining
What is David Gauntlett’s theory?
(representation)
Identity
What does audience identity mean?
Audiences often get a sense of their own identity from the media products that they consume
What does gender identity mean in the past?
Men are stereotypically strong, workers, taking care of their wives and children (financially)
Women used to be known as housewives, mothers, carers, little independence
What does gender identity mean in the present?
Diverse ranges of representations and identity
What is Van Zoonen’s feminist theory?
(representation)
We get our ideas on gender based on discourse - communication from the media
- magazines, newspapers, films
What does Van Zoonen believe?
That we get out ideas about gender from the media.
Our ideas about gender change depending on the historical and cultural context.
Give an example of Van Zoonen in one of the set texts.
Tide: what is was to be feminine, have to get married and be obsessed with cleaning.
What does Van Zoonen believe about women?
Women in the media are objectified in the media. We live in a patriarchal culture
KOTV: women’s legs, tight dress, unconscious
What does Van Zoonen believe about the male body?
They are represented as ‘spectacle’ - strong & brave