Theories

• What is the uses and gratification theory?


  Katz and blumler suggests that audience members actively choose what media they interact with, to fill their specific needs. focuses on what people do with media rather than what media does to people.
• What is the two step flow theory?


  Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet proposes that ideas flow from the mass media to opinion leaders to the wider public. Opinion leaders interpret and pass on the info to others. Opinion leaders are influential people who pay close attention to media and influences others opinions.
• What is the hypodermic needle?


  Harold Lasswell says that the media has a direct imapct on shaping audience behaviour and attitudes. Suggests that the media messages are injected into the passive audience. Portrays the audience as unable to think for themselves.
• what is the reception theory?


  Stuart hall argues that an audience is active and play a role in interpreting and integrating media into their own lives. Focusing on how different audiences interpret the same media messages based on their own experience, identities and social context. The meaning media message is decoded by the audience.
• What is Van Zoonen’s theory?

  She believes that the meaning of gender is constructed (meaning varies) changes from culture to culture. For example, women are objectified, a core element of western patriarchal culture. She also be believes that gender isn't biologically, but a social construct, that is shaped by societal norms and culture
• What is bel hooks theory?


  Feminism is a struggle to end patriarchal oppression. Race and class, as well as sex determines the extent to which someone is exploited and oppressed.
• What is Judith Butler theory?


  Identity is a performatively constructed (painting a picture). It is created thru repetition of certain rituals and acts.
• What is the media effect theory?


  Albert Bandura says the media can implant ideas directly into the mind of the passive audience. They acquire attitudes, emotional responses and new behaviours, which are modelled by the media.
• What is the Cultivation theory?

  George Gerbner says that long periods of time can influence the way people view the world (cultivation certain views). Reinforces mainstream values.
• What is the Fandom theory?

  Henry Jenkins believes textual poaching: Fans changing the text and reading them that aren’t authorised by the creator. Participatory culture: When someone constructs their social/cultural identity through mass media images.
• What is the End of audience theory?

  Clay Shirky says that audiences are no longer passive consumers of the mass media. Consumers are now the producers who speak back to the media if it is good or not.
• What is the hierarchy of needs theory?

  Maslow says that a person needs to reach different stages in light to reach Self-Actulization (reach their full potential). The order it goes in is: Physiological, Safety, Love/Belonging, Esteem, Self-Actulization.
• What is Todorov’s narrative theory?

  he believes that every narrative follows the pattern of:

  Equilibrium, disruption, recognition, resolution, new equilibrium.
• What is Levi Strausses binary opposition theory?


  He believes that there are many opposites set up to drive the narrative. for example, real life -> VR/simulation
• What is the Concentration Ownership Power theory?

  Curran and Seaton believe that the media is controlled by a small number of companies driven by commercial success.
• What is the Regulation theory?

  Livingstone and Lunt believe that media regulation is meant to balance both citizen and consumer needs. Making sure that it is ok for people of a certain age to engage with the media, as well as promoting public interest.
• What is Steve Neal's Genre Theory?

  He argues that genre are made up of both "Repetition and difference." Media texts repeat fimiliar codes and conventions so audiences know what to expect, but they must also introduce variation to stay interesting. Neal also highlights that genres are not fixed, but evolve over time as conventions shift and new elements are introduced.

  "Genres are instances of repetition and difference"

  "Difference is absolutely essential to the economy of genre"
• What is Andrew Goodwin's Music Video Theory?

  There are 3 types:

  Illustrative - full relation between lyrics and visuals

  Amplify - Partial relation between lyrics and visuals

  Disjuncture - No relation between lyrics and visuals

  He aruges that music videos follow specific conventions, including clear links between the music, lyrics and visuals, which may illustrate, amplify or disjuncture each other. Such as performance in rock or dance routines in pop, and that close-ups of the artists are demanded by record labels to build a star image. Goodwin also highlights the "notion of looking," where voyeurism (pleasure in watching others doing sexual things )and objectification (especially of women) are common, and stated that intertextual references to other media are often used to create additional layers of meaning and audience appeal.