New theorists (less important)

Question 1

Derrida - reflexivity

Answer 1

• audiences are reminded that they are someone watching something
• acknowledgement that text has underlying structures

Question 2

Goodwin - music video theory

Answer 2

• thought beats (seeing the sound)
• narrative and performance
• star image
• relation of visuals to song
• technical aspects of music video

Question 3

Field - narrative field

Answer 3

3 acts of screenplay
- act 1 : inciting incidents : setup
- act 2 : midpoint : confrontation
- act 3 : climax : resolution

Question 4

Propp - character theory

Answer 4

8 characters :
- villain
- hero
- donor
- helper
- princess
- her father
- dispatcher
- false hero

Question 5

Saussure - signification

Answer 5

sign
signifer
signified (meaning)

Question 6

Pierce

Answer 6

icon - physical resemblance
index - connection
symbol - no resemblance, causal link

Question 7

Alvarado - racial stereotypes theory

Answer 7

• exotic
• dangerous
• pitied
• humorous

Question 8

Said - otherness

Answer 8

• postcolonialism, how white western cultures classify non west culture
• ‘other’ defines anything which doesn’t conform
• culturally outside of west’s hegemonic influence

Question 9

Frankfurt school - hyperdermic needle theory

Answer 9

• assumes audiences are passive
• intended message is directed, recieved and accepted fully by reciever
• messages are ‘injected’

Question 10

Lazarsfled - 2 step flow

Answer 10

• like hyperdermle needle theory but intermediary is introduced
• more understanding = audience have better understanding message and audience

Question 11

Maslow - hierarchy of needs

Answer 11

human motivation :
- phsiological needs
- safety needs
- love needs
- esteem needs
- self actualisation needs

Question 12

Young and Rubicam

Answer 12

psychographics
1- mainstreamers
2- aspirers
3- explorers
4- succeeders
5- reformers
6- strugglers
7- resigned

Question 13

Channel 4 - UK tribes

Answer 13

16-24 year olds discovered 5 distinctive groups
- mainstream
- alternative
- urban
- aspirant
- leading edge

Question 14

Blumler and Katz - uses and grats

Answer 14

• diversion and escapism
• surveillance
• personal identity
• personal relationships

Question 15

McLuhan - global village

Answer 15

• world is getting smaller due to media saturation
• representation of race, gender and class are becoming internationally globalised
  -cultures are merging as they clash and evolve
• regional cultural identity = americanised

Question 16

Mulvey - male gaze

Answer 16

• audience have to view characters from a heterosexual male persepective
• camera lingers on female body - women as objects

Question 17

Perkins - stereotype theory

Answer 17

• not always negative
• not always about minority groups
• can be held about one’s own group
• not rigid or unchanging
• not always false