Claude Levi Strauss: Structuralism
How different cultures are structured
Binary- Two things which are the opposite of another
Binary Opposition - two concepts presented in direct opposition of each other. Strauss suggested our world is based on this
Stuart Hall: Representation
A reconstruction of the world. The way a media product constructs the world and aspects in it, like social groups, real life events etc.
Everything we see in a media product is constructed
Who or what is being represented
How the representation is constructed with media language
What ideology is presented about the group
What is the societal impact on the group
What Stuart Hall argued was that representations can construct society
Captive audience - An audience that has to watch
Richard Dyer - Role of stereotypes
An ordering process
A short cut (for producers)
A reference point (for audiences)
An expression of dominant societal values
Identity - the way we present ourselves to the world
John Berger - Men act, women appear
Liesbet Van Zoonen - Feminist Theory
Men's bodies and women's bodies are constructed in completely different ways in media products. Women's bodies are used to sell media products, the assumption is that the audience is heterosexual men.
Paul Gilroy: Theories around Ethnicity and PostColonial Theory
Colonisation - a country forcing their rules and beliefs on another country
Paul Gilroy argues that we have subtle racial prejudices in UK and that they are encoded in media products
Hierarchy - A system that ranks individuals to who’s better than who
Steve Neale - Theories around Genre
Genre allows audiences to identify
To sort and make sense of media industries
Beneficial to producers to identify trends
Genres leads to a standardised product (identical products)
Neale believes genre is instances of repetition and difference. He suggests that texts need to conform to some generic paradigms to be identified within a certain genre - but also subverts these conventions so they don't appear identical.
Desensitised - we keep seeing something until it doesn't have an affect
Tzvetan Todorov - Narratology
narratives tell us so much about how societies are constructed
Equilibrium - balance
Todorov Story Structure
Establishment of Equilibrium
Disequilibrium
Partial restoration of Equilibrium/ New Equilibrium
Albert Bandura - Media Effects
Hypodermic Syringe:
Injecting ideologies through media products
Passive model of audience behaviour
George Gerbner - Cultivation Theory
The idea that the more we watch a media product such as TV we will be cultivated by the contents. If we watch violent things, it will grow the idea that violence is acceptable
An advantage of the theory is that it’s better than the hypodermic syringe
A disadvantage is that it only applies to people who use media products consistently
Stuart Hall - Reception Theory
Prefered reading - the right reading of a text
Dominant reading - the audience agrees with dominant values and ideologies
Negotiated reading - the audience generally agrees but disagrees with some aspects
Oppositional reading - the audience completely disagrees with what they see
An actor will have a contract which states the minimum screen time they are supposed to have
David Borwell - classical narrative cinema
Spatial continuity - the audience always know where they are
Temporal continuity - the audience always know what order the events happen, and any flashbacks will be signposted
Realistic - must not make reference to other films
David Hesmondhalgh - The Cultural Industries
Horizontal integration - where one company buys another company in the same sector to reduce competition. For example, Disney buying Pixar
Vertical integration - where a company buys up other companies involved in different stages of the production and circulation
Conglomeration - a corporation that consists of a group of businesses coming together dealing in different products and services
Curran and Seaton - Power and Media Industries
media is controlled by a small number of companies primarily driven by profit and power
Media concentration limits variety, creativity and quality
More socially diverse patterns of ownerships can create more varied and adventurous media productions
Sonia Livingstone and Peter Hunt - Regulation
the theory that media completely transformed how media is regulated
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