Theories mock exam

Question 1

Barthes semiotics theory argues that..

Answer 1

meanings are produced by texts (media producers)

• symbolic codes eg. heart equals love (Kotv) bats=vampires
• semantic codes - hidden meanings (kotv) uses red and black
• enigma codes - attracting the audience to have a closer look eg. Tide’s got what women want’
• cultural codes - needs to be part of that group to understand the code.

Question 2

Levi Strauss’s structuralism theory argues that..

Answer 2

texts are based on opposing values, which position the audience and communicate the ideological message

• Binary opposites - 2 things represented to be completely different (raising conflict + drama) eg. no wonder why you women buy more Tide than any other washing product) eg. Kotv with men and women switiching roles

Question 3

Gilroy’s postcolonial theory argues that…

Answer 3

the colonial history of the UK and other countries influences present day values and media representations.

• believes ethnic minorities are shown as weak, powerless, ‘other’
• white western; powerful (effects of colonisation still shows)

Question 4

Livingstone and Lunt theory argues that…

Answer 4

the needs of a citizen are in conflict with the needs of the consumer - protection can limit freedom.

Question 5

Curran and Seaton theory argues that…

Answer 5

media ownership and control are key determinants of media output - small no. of firms dominate media