Media Theory Flashcards
(24 cards)
Denotation
(RB : Semiotics)
What you see
Connotation
(RB : Semiotics)
What it means
Referential code?
(RB : Semiotics)
The consumer is able to make links to something outside of the text
Action code?
(RB : Semiotics)
Builds anticipation with obvious action to follow
Enigma code?
(RB: Semiotis)
Narrative device that isn’t fully explained and presents a mystery for the reader
What media theory did Tzvetan Todorov invent?
Narratology
What is the strucutre of Narratology?
Equilibrium
Disruption
Recognition (of D)
Repair
New Equilibrium
What did Levis-Strauss theorise?
Structuralism
What is binary opposition (L-S, Structuralism)
Two opposite ideas presented together, creating conflict, drama and entertainment
What did Steve Neale theorise?
Genre Theory
What is Genre theory (S-N)
Genres are dominated by repetition, but are also marked by difference, variation and change.
What is repetition in Genre theory?
Common genre features the audience recognise, identify with and are familiar with
What is difference in Genre theory?
When texts offer slight variations or challenges to some of the genre conventions in order to keep the audience engaged
What did Albert Bandura theorize?
(Media Effects)
What is media effects theory (A B )
Media can implant ideas into the heads of the audience directly and impact their behaviour
What did George Gerbner theorise?
Cultivation Theory
What is cultivation theory?
The exposure of REPEATED representations cultivate over time the perceptions and behaviour of the audience.
What did stuart hall theorise?
Reception Theory
What is Reception Theory? (S-h)
Communication through media is a process involving encoding by producers and decoding by audiences.
What is preferred reading? (S-h, reception theory)
Audience accept the intended message
What is negotiated reading? (S-h, reception theory)
Audience take away some of the encoded message
What is oppositional reading? (S-h, reception theory)
Audience reject all of the intended message
What did Blumer and Katz theorise?
Uses and gratification theory
What is uses and gratification theory? (B+K)
Reasons why audiences might choose to consume certain products;
-Entertainment (escape)
-Education (information)
-Social interaction (personal relationships)
-Identification (relatability)
