Media Studies Theories

• Barthes - Semiotics


  Semiotic codes:

  
  

  1. Symbolic

  2. Semantic

  3. Action

  4. Cultural

  5. Enigma
• Todorov - Narrative


  5 Stages of Equilibrium:

  
  

  1. A state of equilibrium (all as it should be)

  2. A disruption to equilibrium.

  3. Recognition of disruption.

  4. Attempt to repair the disruption.

  5. A return to equilibrium OR new equilibrium.
• Neale - Genre

  The idea that genres may be dominated by repetition, but are also marked by small difference, variation and change.

  
  

  Genres change, develop and vary, as they borrow from and overlap with one another
• Strauss - Binary Oppositions


  Media texts can be understood by sets of binary oppositions.

  
  

  E.g., good vs. evil
• Baudrillard - Postmodernism

  Postmodern culture the boundaries between the real world and the world of the media have collapsed and that it is no longer possible to distinguish between reality and simulation

  
  

  Media images have come to seem more real than the reality they supposedly represent (hyperreality).
• Hall - Representation


  Stereotypes reduce people down to a few simple characteristics.

  
  

  Stereotypes occur when there is an imbalance of power.
• Gauntlett - Identity

  Media provide us with 'tools' or resources that we use to construct our identities.

  
  

  In the past the media used to convey straightforward messages about ideals (male/female) but now offer us a more diverse range of stars, icons and characters from whom we may pick and mix different qualities.
• bell hooks - representation

  Feminism is a struggle to end sexist/patriarchal oppression and the ideology of domination.

  
  

  Feminism is a political commitment rather than a lifestyle choice.

  
  

  Race and class as well as sex determine the extent to which individuals are exploited, discriminated against or oppressed.
• Gilroy - Postcolonial


  Colonial ideas influence modern attitudes to race and ethnicity.

  
  

  Civilisationism constructs racial hierachies which create binary oppositions.
• Curran and Seaton - Power and Media Industries

  The media is controlled by a small number of companies primarily driven by the "profit and power".

  
  

  Large media ownership generally limits variety, creativity and quality.

  
  

  More socially diverse ownership helps to create the conditions for more varied and adventurous media productions.
• Livingston & Lunt - Regulation

  Struggle in UK regulation policy between need to further the protection of citizens vs the need to further the interest of consumers.

  
  

  Digital technology puts traditional methods of regulation at risk.
• Hesmondhalgh - Cultural Industries

  Companies try to minimise risk and maximise audiences/profit through vertical and horizontal integration.
• Bandura - Modelling


  Media can implant ideas in to audience minds.

  
  

  Audiences acquire attitudes and behaviours from what they see in the media.

  
  

  Representations of violence or aggression, can lead audience members to imitate those forms of behaviour.
• Gerbner's Cultivation Theory


  The media tends to repeat ideologies over and over again, which are then accepted by audiences build up over time.

  
  

  Creating dominant ideologies.
• Hall - Reception


  Audiences decode communication that has been encoded by producers, taking 1 of 3 positions:

  
  

  1. Dominant (preferred)

  2. Negotiated (adapted to the individual)

  3. Oppositional (contrary)
• Jenkins - Fandom


  Fans are active participants in the construction and circulation of media texts, they appropriate them in unauthorised ways.

  
  

  Fans construct their social and cultural identities through borrowing.
• Uses and Gratifications - Blumler & Katz


  The ways media consumers choose media to meet their needs

  
  

  1. Diversion (escapism)

  2. Surveillance (education)

  3. Relationships (validate or enhance them)

  4. Identity (with the character/situation)

  
  

  (see "uses and gratification" flashcards for more detail)
• Psychographic Profiles

  1. Mainstreamers (conformists/followers)

  2. Aspirers (material/appearance focused)

  3. Succeeders (strong goals/work ethic)

  4. Resigned (traditional/rigid)

  5. Explorers (energised/individual)

  6. Strugglers (alienated/disorganised)

  7. Reformers (seek growth/non-materialistic)

  
  

  (see "Psychographic" flashcards for more detail)