Theorists

-
MEDIA LANGUAGE:

 Roland Barthes: Semiotics
  • The idea that texts communicate their meanings through a process of signification
  • The idea that signs can function at the level of denotation, which involves the 'Literal' or common-sense meaning of the sign, and at the level of connotation which involves the meanings associated with of suggested by the sign
  • The idea that constructed meanings can come to seem self-evident, achieving the status myth through a process of naturalism.
REPRESENTATION:

Levi Strauss: Structuralism
  • The idea that texts can best be understood through an examination of their underlying structure
  • The idea that the meaning is dependent upon (and produced through) pairs of oppositions
  • The idea that the way in which these binary opposites are resolved can have particular ideological significance.
Stuart Hall: Representation
  • The idea that meaning through language is defined in its broadcast sense as a system of signs 
  • The idea that the relationship between concepts and signs is governed by codes
  • The idea that stereotyping, as a form of representation, reduces people to a few simple characteristics or traits
  • The idea that stereotyping tends to occur where there are inequalities of power as subordinate of excluded groups are constructe4d as different or 'other'
David Gauntlet: Theories of Identity
  • The idea that media provide us with 'tools' or recourses that we use to construct our identities
  • The idea that while in the past media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characteristics from whom we may pick and mix different ideas
Stuart Hall: Reception theory

  • The idea that communication is a process involving encoding by producers and decoding by audiences
The idea that there are three hypothetical positions from which the messages and meanings may be decoded:

  1. The dominant-hegemonic position: the encoder's intended meaning (the preferred reading) is fully understood and accepted 
  2. The negotiated position: The legitimacy of the encoder's message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoders own individual experiences or context 
  3. The oppositional position: the encoders message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way.
AUDIENCE:

George Gerbner: Cultivation theory 
  • The idea that exposure to be repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them
  • The idea that cultivation reinforces mainstream values (dominant ideologies) 

Comments

Post a Comment

Popular posts from this blog

'woman ' magazine- article analysis 'Evelyn Home'

-
WOMAN' MAGAZINE- EVELYN HOME ARTICLE ANALYSIS In the corner of the screen you can see the phrase "friend and counsellor to those with a personal problem" and this helps give the article a more informal feel, like you've got a trusted and lifelong friend to help you, comfort you, and support you through the troubled times, however there are many times in articles where this is not the case, and in the "Risk of Lost Love" article Evelyn blames the writer of the letter for not being a "warm and loving wife", and constantly berates her for not showing complete subservience to her man. The picture of Evelyn is of a more mature lady, and this is a wise editorial move as if there was a picture of a lady in her mid 20s, no one would take the advice seriously as they would believe that she hasn't been experienced in troubles such as adultery and an over-worked, stressed out housewife. instead, a mature woman offers comfort as she would've had mo...
Read more

'Woman' magazine- article analysis 'Are you an A-level beauty?'

-
Analysing magazine: feature article. “Are you an A-level beauty?” Layout:  Headline- The headline of the article is “are you an A level beauty?” at the top going across the double page spread. The use of this rhetorical question intrigues woman of the 1960s how to become this beauty which was an expectation for woman of the 60s to be beautiful in order to attract men with their appearance. Furthermore, the use of the wording “A level beauty” creates the impression that to look beautiful it’s like an award/ qualification suggested from the word “A level”. From this woman of the 60s with little education would have felt empowered from this use of wording an impressed at how their beauty could have such an impressive impression of them.  Overall, using this type of headline would have intrigued woman of the 60s making them seem to be more intelligent and empowered but also be at the same time be fascinated in the impact that beauty can have on people giving them ...
Read more

Feminist theory (Mrs Banks)

-
(17th October 2017) Feminist theory’s:  Judith Butler: The idea that identity is performatively constructed by the very 'expressions' that are said to be it's results (it is manufactured through a set of acts) The idea that there s no gender identity behind the expressions of gender  The idea that performity is not a singular act, but a repetition and a ritual. Judith butler says that gender isn’t natural, gender is performative.  Liesbet Van Zoonen -Gender is constructed through discourse, and it’s meaning varies according to cultural and historical context  -Magazines construct many traditional representations that relate and specify to society and time -There is a depressing stability in the articulation  of women’s politics and communication  -The idea that he display of women’s bodies as objects to be looked at is a core element of western patriarchal culture  bell hooks: The idea that feminism is a struggle to end se...
Read more