Flashcards in Mix and Match all Deck (34):
Which theorist created the idea of "the male gaze"?
All women in media are viewed through the eyes of heterosexual men.
Which theorist states that all elements of a media text are codes that need to be read?
Give three examples of "codes" that can be read.
Who created Uses and Gratifications theory?
Blulmer and Katz
What are the 4 reasons people consume media? (Uses and Gratifications)
- Entertainment / Diversion
- Personal Identity
What year were Proctor and Gamble established?
What years were Hammer Horror Films' "Golden age"?
1955 - 1976
In which year was the Kiss of the Vampires movie released?
What does Judith Butler state about gender?
Gender is a social construct. "Masculine" and "Feminine" are created through repetition.
What is Wateraid's aim?
"To make water, toilets and hygiene available to everybody".
Which theorist is most closely linked to ideas of genre?
Name some of the conventions of Horror movies shown in Kiss of the Vampires' movie poster.
- Full moon
- Dripping blood
- Isolated house
Name the three words in small print on the Tide ad - "World's _____ wash!" "World's _____ wash!" "Actually _____ clothes!"
"Cleanest", "Whitest" and "Brightens".
The first two are superlatives, which shows brand superiority.
Name a few (3-5) conventions of charity advertising.
- Sad, slow music
- Children/ mothers/ emotive imagery
- B/W colour scheme or desaturated
- Explicit pleas to donate
Define "wild tracking". (Hint: it's to do with how sound is recorded.)
Sound recorded independently of the film or video shoot.
What is a "canted shot"?
A shot at a strange angle. Often done to confuse and disorient the viewer.
What is a diagesis?
A fictional space created by a text.
Name the five levels of Maslow's Hierarchy of Needs.
1. Physiological needs.
Give an example of something "above the line" and something "below the line".
Above: a journalist writing professionally for a paper.
Below: commentors on the site who do not work for the paper.
What is Wateraid's USP?
The positive message and codes in the advert, unlike many negative adverts. Aimed to "break the charity ad formula".
What does Paul Gilroy state?
Colonial discourses continue to inform contemporary attitudes to race and ethnicity, even in the post-colonial era.
How is suspense created in the Kiss of the Vampires poster? (Semiotics!)
Enigmas re. the relationship between the vampires, connoted through composition and the word "Kiss".
What famous song is featured in the Wateraid advert?
Sunshine on a Rainy Day
What is the Dominant hegemonic reading?
The position of a viewer who can identify with the hegemonic position and receive the dominant message of an image or text (such as a television show) in an unquestioning manner. (Often white males).
The message the producers want the media text to put across. E.g. they might encode a charity ad to make people donate money.
The message the audience actually takes from a media text, e.g. "that charity ad was tacky and it's not a worthy cause".
a widely held but fixed and oversimplified image or idea of a particular type of person or thing.
leadership or dominance, especially by one state or social group over others.
Define collective identity.
Collective identity is the shared definition of a group that comes from its members' common interests, experiences, and solidarities.
the practice of gaining sexual pleasure from watching others when they are naked or engaged in sexual activity.
Define "female gaze".
The female gaze is a feminist film theoretical term representing the gaze of the female viewer.
Define "male gaze".
In feminist theory, the male gaze is the act of depicting the world and women in the visual arts and literature from a masculine and heterosexual point of view, presenting women as objects of male pleasure. - mulvey
treat (a person, group, or concept) as insignificant or peripheral.