media language definitions Flashcards
(10 cards)
What is meant by “moral panic” in media?
When media exaggerates an issue to the point it seems like a societal threat, often blaming certain groups.
What does “objectification” mean in media terms?
Treating a person, often women, as an object for sexual pleasure, without acknowledging their humanity.
what is a passive audience mean?
a passive audience accept media messages without questioning them.
what is an active audience?
They critically interpret or even create their own media content.
What is an aberrant reading?
When the interpretation is so different that the original meaning is lost to the audience.
ploysemic media mean?
Media has multiple meanings and is open to various interpretations.
what is iconography in visual codes?
iconography is the visual symbolism or recurring imagery used in media to establish genre e.g. blood
Explain Laura Mulvey’s Gaze Theory and how it applies to modern music videos.
male gaze theory is when the audience adopts the heterosexual male gaze. This positions women as passive objects of visual pleasure and reinforces patriarchal ideologies. in contrast, men are typically active, and control the narrative. Media uses techniques such as slow motion, close-ups on body parts, and panning shots to create voyeuristic pleasure.
In music videos, Women are frequently filmed with shots on their hips, cleavage, or legs, which objectifies them and aligns the audience with a male viewpoint.
what is the Hypodermic Needle Model theory?
The Hypodermic Needle Model states audiences as passive receivers that accept media messages “injected” directly into their minds. passive audiences blindly believe the media message and do not question what they consume.
