media theory

• curran and seaton: power and media industries

  • media industrie dominated by giant conglomerate
  • main priorities profit/power
  • e.g the mail is rw owner rich and white male
  • oppisite the gardian is with a trust doesnt priorities power + profit
• semiotics by Roland barthes signs theory

  • signs underline all forms of human communication in media
  • signs have denotations{literal meaning} and connotations {what image represents}
  • icons are symple form physically represents what stand for
• the Albert Bandura media effet theory

  • exposure to certain media content can impact audiences views, behavior and beliefs
  • argued that reader consumes what aligns whith their views
• Clay shirky end of audience

  • digital tecnology has made audiences more active no longer paassive
  • power to speak back to producers voice opinions on comments sections
  • audiences can shape media texts powerful?
  • however producers can limit interactions
• Todorovs theory of narratology

  • all films set narrative are the same 5 stages
  • equilibrium- harmony order at start
  • disquillbrium when equilibrium distrubed
  • then its restored
  • doesnt apply to all news stories
• Steve neals Genre theory

  • repetition and differences seen in films
  • dramas made out of repetition
  • broad sheets /tabloid repeat things audiences familiar
  • they include usual stories when read readers are unconventionally more engaged
  • news papers have loyal adiences so its a disadvantage
• Stuart halls reception

  • media products coded with ideas
  • audiences can decode messages
  • preffered reading- audiences decode and acepts message
  • oppositional- rejects intented message
  • negotiated- accepts and rejects certain aspects of the message
• Stuart hall theory of representation

  • how media presents different groups/communities
  • helps understand media industry shape our understanding of world different ways
• Claude levi strauss- structiralism

  • 2 oppisites
  • drama entertaining for news: revel key message
  • most often in politcs - very subjective
  • limitations because news shouldnt include binary oppisites
• Davide gauntlett- identity theory

  1. audiences sense of own dentity when looking at products that they consume
  2. helps makes desicions
  3. opinions viewed by products e.g race and gender
  4. symple sterotypes in media men strong women week
  5. media 2.o more diverse represents genders + society
  6. limitations identity find by newspaper outdated more relate to social media now
• David hesmondhalghs- culture industries

  • minimal risk for companies and audiences to be successful
  • vertically/ horizontally integrated
  • DMG example horizontal bying out companies
  • vertical when a comapny owns more of the production stages
  • conrol on realising products
• Gilroys postcolonialist theory

  • colorislism means taking anothr country to run exploit it
  • believes can still be seen the effects of this in media now
  • ethnic minorities are shown powerless
  • not seen as successfully or powerfull like white western people
  • believe western culture is still superior
• Van zoonens concept of patriarchy

  • learn about male and female from media
  • e.g we see women in films and shows as weak, fragile men powerfull
  • gender views change over historical and culture context so men back in the day different then now
  • women more objective in the media, women body make money, shows patriarchal culture.
  • women men shown different in the media