theories Flashcards
(28 cards)
What are the four categories in the Uses and Gratifications theory?
- Entertainment/Escapism
- Personal Identity
- Social Interaction
- Information/Surveillance
Who developed the Uses and Gratifications theory?
Blumler and Katz
What does the Hypodermic Needle Theory suggest?
Media messages are ‘injected’ into passive audiences who believe them without question.
What are the three types of audience readings in Hall’s Reception Theory?
- Preferred Reading
- Negotiated Reading
- Oppositional Reading
What is the Preferred Reading in Reception Theory?
The audience fully accepts the intended meaning of the media text.
What does Stuart Hall’s Representation Theory focus on?
How media constructs representations that reinforce power and stereotypes.
What is David Gauntlett’s theory of Identity?
Media offers ‘tools’ that audiences use to construct their identities.
What are the two levels of meaning in Roland Barthes’ Semiotics?
- Denotation (literal meaning)
- Connotation (associated meaning)
What is fandom according to Henry Jenkins?
Audiences are active participants who create and influence media through fan culture.
What does Livingstone and Lunt’s theory discuss?
The balance between protecting audiences and allowing media freedom.
What do Curran and Seaton argue about media ownership?
A few large companies control media, limiting creativity and diversity.
What is Hesmondhalgh’s main idea?
Media industries reduce risk and increase profit using formulas and integration.
How should you structure a 5-mark media question?
Make 2 clear points with examples. Use connectives like ‘This suggests…’ or ‘This shows…’
What should a 10-mark analysis question include?
Three points of analysis, each with evidence from the product and media terminology.
How should you structure a 15-mark question comparing two products?
Make 3 comparative points across both texts. Use media language and a short conclusion.
What is a good way to start a paragraph in a 20-mark question?
Use a sentence starter like ‘One key media theory that applies here is…’
What does PEEL stand for in paragraph structuring?
Point, Evidence, Explain, Link
Give a sentence starter for analysing representation.
‘This represents the group as… which reinforces/challenges the stereotype of…’
Give a sentence starter for analysing audience targeting.
‘This appeals to the audience because…’
What should you include in the conclusion of a 20-mark response?
Summarise key points and link back to the question using theory or context.
What is an effective structure for a theory-based exam answer?
Introduce the theory, apply it to the product, explain its effect on the audience.
Name one media theory useful for discussing identity.
David Gauntlett
Name one media theory useful for analysing representation.
Stuart Hall’s Representation Theory
Name one media theory useful for analysing media ownership.
Curran and Seaton
