Theories

• Who suggested the theory of semiotics?

  Roland Barthes
• Semiotics - Roland Barthes

  • Texts communicate meaning through signification
  • Signs can function through denotation (literal meaning) and connotation (associated/implied meaning)
  • Constructed meanings can come to seem self evident, achieving the status of myth through a process of naturalisation
• Roland Barthes 5 codes:

  • Enigma code
  • Action code
  • Symbolic code
  • Cultural code
  • Semantic code
• What is the enigma code?

  Leaving the audience with a sense of mystery (cliff-hanger)
• What is the action code?


  Implies further narrative action
• What is the symbolic code?

  Cultural symbols embedded in the mise-en-scene
• What is the semantic code?


  Something in a text that means something, often has multiple meanings
• What is the cultural code?


  symbols and systems interpreted based on wider culture
• Who's theory is narratology?

  Todorov
• Todorov's 3 narrative theories:

  • All narratives share a basic structure that involves a movement from one state of equilibrium to another (good start -> good end )
  • The two states of equilibrium are separated by a period of imbalance
  • The way in which imbalances are resolved can have a particular ideological significance
• Who theorised structuralism?(Binary opposites)


  Claud levi Strauss
• Levi Strauss argues that narratives can be explained by making binary oppositions. These are opposing themes, locations or ideas e.g Good vs Evil or Man vs Machine
• Who theorised character functions?

  Propp
• Propp was interested in the formulaic way fairy tails/fictional texts were put together e.g hero - seeks someting or villan - opposes hero
• Who came up with genre theory?

  Steve Neale
• "Genres are instances of repetition and difference" - Steve neale
• Genre theory:

  • The idea that genres may be dominated by repetition, but also marked by difference, variation and change
  • The idea that genres change, develop and vary as they borrow from and overlap with each other.
  • The idea that genres exist within specific economic, institutional and industrial contexts
• Who discovered post modernist theory?

  Jean Baudrillard
• Postmodernist theory:

  In postmodernist 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 - Hyperreality
• Who came up with theories of representation?

  Stuart Hall
• Theories of representation - Stuart Hall:

  "Stereotyping as a form of representation, reduces people to a few simple characteristics or traits"

  "Stereotyping tends to occur where there are inequalities of power"
• Who created theories of representation?

  David Gauntlett
• Theories of Identity - David Gauntlett:

  • The media provides us with 'tools' or resources that we use to construct our identities - Role model
  • "In the past the media tended to convey singular ,straightforward messages about ideal types of male and female identities"
  • "Representations of gender are more complex in the media today"
• Ethnicity representation theory - Alvarado
• Alvarado's theory:

  Ethnicity can often be negatively represented in the following ways -

  • Exotic
  • Pitied
  • Dangerous
  • Humorous
• Who created post colonial theory?

  Paul Gilroy
• Post Colonial Theory:

  • Colonial discourses are particular ways of thinking about race, ethnicity and culture that privilege white, western norms and values over those of other groups or cultures
  • Historically the colonisers had cultural superiority over the colonised
• Identity and diaspora:

  • The term diaspora is used to describe a group of people who share a common ethnicity and culture that privilege white, western norms and value over those over other groups or cultures (use in black panther)
• Third wave feminism (1990s onwards) - Rebecca walker

  • It attempts to expand feminism:
  • It includes a diverse set of identities recognising "many colours, ethnicities, nationalities, religions and cultural backgrounds"
  • It highlights the focus on unconventional and non-white women
  • It abolishes gender role expectations and stereotypes
  • It empowers women in their sexuality regardless of orientation
• Who theorized "third wave feminism"?

  Rebecca walker
• Who theorised feminist theory?

  bell hooks and Liesbet Van Zoonen
• Feminist theory - bell hooks

  • She states "Feminism is a struggle to end patriarchal oppression and the ideology of domination"
  • Violence is also a manifestation of "the ideology of domination that permeates western culture on various levels"
  • 'Television screens are flooded daily with tales of male violence, especially towards women. It is glamorized, made entertaining and sexually titillating' (hooks 1984)
• Feminist theory - liesbit van zoonen

  • She states...
  • "There is a depressing stability in the articulation of women's politics and communication"
  • "The underlying frame of reference is that women belong to the family and domestic life and men to the social world of politics and work"
  • "Femininity is about care, nurturance and compassion" (use in tide advert)
  • Masculinity is about efficiency, rationality and individuality (use in KOTV)
• Who theorised gender performativity?

  Judith Butler
• Gender performativity - Judith butler

  - Gender is a set of acts (performance)

  - There is no longer gender identity behind the expressions of gender

  - Performativity is not a singular act, but a repetition and ritual
• Who created male gaze theory?

  Laura Mulvey
• Male gaze theory - Laura Mulvey

  • Claims that women are turned into sex objects through how they are shot in the media
  • By showing only body parts and not the whole body (including face) they are turned onto objects for male pleasure
  • Mulvey calls this fragmentation that leads to objectification
  • This pleasure in looking leads to socophillia (when the voyeur gains pleasure in watching a naked/semi naked attraction
• Who wrote the feminine mystique (1963)?

  Betty Freidan
• The feminine mystique (1963) - Betty Freidan

  • The 1950s was referred to as the black era for feminism
  • In the 60s feminist crusader Betty Freidan spoke out about female oppression
  • She objected the mainstream media image of women
  • She stated placing women at home was a waste of potential
  • The feminine mystique describes what freidan called 'the problem with no name' - the widespread unhappiness of women in the 50s and 60s
• Who theorised Power in media industries?

  Curran and Seaton