media theorists

media texts are ENCODED and DECODED

DOMINANT / PREFERRED/ HEGEMONIC- how the producer intended it to be read. OPPOSITIONAL READING- audience rejects preferred reading, creates own meaning NEGOTIATED READING- compromise: audience accepts parts of producer views but has own views too.

narrative's chronological quality:

1. STATE OF EQUILIBRIUM

2. DISRUPTION to equilibrium

3. RECOGNITION OF DISRUPTION

4. ATTEMPT TO REPAIR

5. NEW EQUILIBRIUM reached

• the hero

• the helper

• the villain

• the false hero

• the donor

• the dispatcher (sends hero on mission)

• the princess the princes' father

Theorist for binary opposites.

• groups in a text are the OPPOSITES of each other, and this conflict is what DRIVES THE NARRATIVE of the story

HERMENEUTIC / ENIGMA PROAIRETIC SEMANTIC SYMBOLIC CULTURAL

withholds information to leave plot point unexplained

eg: 'Scream' - who is the murderer?

events that indicate something else is going to happen - building tension

Denotation: What you can see. Connotation: What it means, the interpretation

eg: platform 9 3/4

thematic or structural device

eg: lightsabers blue=good red=bad

historical, social, psychological, literary references

people get ideas of their IDENTITY from the media

all genres must include REPETITION and VARIATION repetition- allows FAMILIARITY, conventional elements, TROPES variation- engaging, surprising, intriguing

POST COLONIALISM- the idea that Britain still act the same way it did in the empire and it affects society and beliefs today Gilroy explained the black British experience as "partial belonging and AMBIGUOUS ASSIMILATION" CIVILISISATION - seeing other cultures as uncivilized and savage-like

different ethnicities living together in harmony.

Hyper Reality: Some texts are difficult to distinguish in terms of the representation of reality from a simulation of reality e.g. Big Brother. The boundaries are blurred as codes and conventions create a set of signifiers which we understand but in fact the representation is a copy of a copy SIMULACRA CREATED

the simulation of mundane life and how alike it is.

ethnic minorities only represented as:

• pitied

• humorous

• dangerous

• exotic

Feminism is a political struggle to end patriarchal domination and other factors affect this domination, including race and class lighter skin women more desirable with WESTERN IDEOLOGY black women OBJECTIFIED and SEXUALIZED In hip-hop REFLECTS COLONIALIST VIEW OF BLACK WOMEN

"diversity is a spice, a seasoning that can liven up the dull dish that is western culture" - bell hooks exoticism is the fetishization of people of color in media and explains how black women are at the bottom of the PATRIARCHAL HIERARCHY .

INTERSECTIONALITY - categories of personality overlap to affect how you experience discrimination

Gender is a social construct - 'masculine' and 'feminine' are created through repetition. Queer Theory: Gender is what you do, not who you are

• identities are not fixed and they cannot be labeled

Male Gaze/Female Gaze: Women sexualized and objectified for the male audience while the same can be said for male models in perfume adverts, sexualized for a female demographic "pleasure in looking has been split by active/MALE and passive/FEMALE

one media supports and connects with another media technology or genre; technological, social, economic, cultural, global convergence "migratory behaviour of media audiences"

if youre exposed to certain media, your ideas align with that of what you are consuming

audience behavior has changed due to internet and ability to create own content. NEW AUDIENCE DON'T JUST CONSUME MEDIA, THEY BECOME PROSUMERS.

COGNITIVE SURPLUS

synonymous to ‘prosumer’ (JENKINS)

• ability to produce and sell information on the internet as well as revive it.

He suggests that the medias portrayal of events produced a deviance amplification spiral by making it seem as if the problem was spreading and getting out of hand.

(next 13 cards)

short term events that occur lots and are newsworthy eg. robberies, education, politics

events with impact- large numbers involved: casualties in accident, gruesome murder

reports with immediate meaning so easily understood

news must be about people and targeted to them

news that is hinted at, and then becomes reas as expected by media

events thatare unexpected eg, "man eats tiger!"

news stories once reported, are followed up eg. covid

news are balanced: relevant news, urgency, importance, domsticity. length of reports adjusted accordingly

news feel personal; someone accountable for actions- NOT orgainsation

'bad news is good news' and therefore worth reporting eg. death, tragedy, extreme weather

pictures or video of event make story more newsworthy

Stories concerned with the rich, powerful, famous and infamous get more coverage.

Stories concerned with global powers receive more attention than those concerned with less influential nations.

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mass media is controlled by CONGLOMERATES AND CAPITALISM

• majority of mainstream media is owned by few number of conglomerates.

• impact on freedom of the press

civc model- there to INSTRUCT us as citizens consumer model - there to PLEASE us as consumers

maximise profit , minimising risk

• take advantage of what's popular maintains audience engagement