MEDIA LANGUAGE theories

Question 1

SEMIOTICS- ROLAND BARTHES

Answer 1

Signifer+ signified (media texts communicate through signs)
* CUL code
* SYM code
* SEM code
* HER code
* PRO code
dennotation- literal meaning
connotation- associated meaning

MYTHS- repertoire of elements can make meaning seen self- evident (create myths) through process of NATURALISATION (alternative viewpoints are forgotten)
Shell of meaning- SIMPLIFICATION common in MASS MEDIA REPS

Question 2

STRUCTURALISM- LEVI STRAUSS

Answer 2

meaning created by PAIRS OF OPPOSITIONS e.g. good vs evil- drives narrative
Way BINARY OPPOSITIONS are RESOLVED can have IDEOLOGICAL SIGNIFICANCE

Question 3

GENRE THEORY- STEVE NEALE

Answer 3

Genres dominated by REPETITION+ DIFFERENCE (reinforce and subvert GENRE CONVENTIONS simultaneously)
Genres change+ develop overtime as borrow from eachother

Question 4

STUART HALL’S SHARES CONCEPTUAL MAP

Answer 4

Shared understanding of signs+ meanings- allows communication between producer and audience e.g. CUL codes

Question 5

PROPP’S CHARACTER FUNCTIONS

Answer 5

• hero (protagonist)
• villian
• donor
• helper
• princess (damsel in distress stereotype- needs saving)
• dispatcher (sends hero on quest)
• false hero (betrayal)

Can CHALLENGE or REINFORCE these roles e.g. ‘stereotypical Proppian hero’ or ‘challenging Proppian princess’

Question 6

AIDA MODEL

Answer 6

persuasive model in advertising texts- capturing+ maintaing attention
ATTENTION- bold elements e.g caps, intense colour codes
INTEREST- keeps interest, e.g. subheading, tagline
DESIRE- needs/ wants- benefits (link to MASLOW)
ACTION- encourage of buy/ subscribe to brand

Question 7

MASLOW’S HIERARCHY OF NEEDS

Answer 7

media producers often TARGET DIFFERENT LEVELS of this HIERARCHY to ATTRACT+ ENGAGE AUDIENCES
* physiological * safety * love+ belonging (could link to social interaction/ currency (U&G) * esteem * self-actualisation