Martha Kenny Media

Media Mock Notes  Ideology= the beliefs and values of a media, that the producer/publisher creates. Intertextuality= When the media makes references to other texts in the media, this creates context  and deeper meaning.  Positioning= (Stuart Hall's theory) each media text that is created to place the audience in a particular position in relation to the text.  Lexis= the way of which language is specifically used in the media e.g. informal, formal language. Diametric opposition= When in the media two opposites are made, separated by a diameter (exact opposites) (also called binary opposition) Paradigmatic feature=  visual code  or  technical code  that shows the audience what genre something is. Two theoretical perspectives that have been credited to Stuart hall is the theory of representation and stereotypes,  how it is a mixture of representing, repeating and some change. He is is credited for the theor...

Key assessment one -  Short answer questions  The Ideology in the media are the beliefs and values that the publisher/producer creates. This creates a deeper meaning for the audience.  The intertexuality is when the media makes references to other texts in the media, this creates context and more deeper meaning for the audience.  Positioning (credited to Stuart Hall's theory) is when each text in the media is created to place the audience in a particular position in relation to the text.  The lexis is y the way of which language is specifically used in the media e.g. informal, formal language, direct, indirect.  Diametric opposition is when in the media two opposites are made, separated by a diameter (exact opposites) (also called binary opposition) Paradigmatic feature is when a v isual code  or  technical code is used  that shows the audience what genre something is. This is part of a classification method, that...

The effects model, Aka the hypodermic needle theory:  This theory suggests that the mass media could influence a very large group of people directly and uniformly by 'shooting' or 'injecting' them with appropriate messages designed to trigger a desired response. They express the view that the media is dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the specific message. People are seen as passive and are see as having a lot of media material "shot" at them.  Two types of audience theory: Passive audience theories - doing something without intention and without question  The cultivation theory  Hypodermic needle theory  Active audience theory- When you question something with intention Reception theory Encoding = when your coding something, hiding something beneath the surface. Decoding = when you break it apart to reveal something, deeper meaning that was hidden  ...

Introduction - why is media studies so preoccupied with audience? Because media wouldn't exist without the audience Audience is essential in media studies. We as consumers are targeted and positioned according to our culture, class, gender and ethnicity.  Demographics - social status/class  E.g upper class, lower class, working class, middle class, Skilled working class  Psychographics - The classification of people according to attitudes, aspirations and other psychological criteria's: E.g.     Aspirers: people who want to appear rich and attractive Reformers: people who want social change, are unimpressed by status and make decisions based on their values Explorers: adventurous people who like taking risks  Mainstreamers: people who 'follow the crowd' Key theory 16 - George Gerbner - cultivation theory Does TV manipulate our own ideology of things?  "The idea that prolonged ad heavy ex...

Genre Hybridity:   A selection and mix of things that may fit into one or more genres/categories  E.g friends the tv show can fit into drama and sit-com.  Genre:   Classification method to categorise things  Theory: Neale  Neale  believes that genre is essentially instances of  'repetition and difference'.  He suggested that texts need to conform to some generic paradigms to be identified within a  certain genre  - but must also  subvert  these conventions in order to not appear identical. Also believes that it is essential for there to be repetition but also change and have some difference, in order to engage the audience.  Colossal - movie  What genre is this media product? An example of a hybrid genre. fantasy/supernatural  Comedy Action  Drama/comedy Rom-com  Outline the generic paradigmatic and iconographic features that constru...

3 audio visual adverts in terms of narrative representation: In this advert the producer conveys a narrative story of a little boy and his 'imaginary' monster under his bed. This particular advert has a set structure, at the very beginning the child doesn't get on with his 'imaginary' monster since he is not able to sleep which, is the equilibrium but then he realises that they can get on and they start bonding with each other and become really good friends (this breaks the initial equilibrium), until it's Christmas day and he gets a night-light that he uses at night. When he uses this light the monster under his bed disappears, therefore this would be the new equilibrium. This sentimental and emotional narrative of this young boy intrigues the audience and makes the audience sympathise for this friendship. This is also a linear narrative as it follows from the lead-up to Christmas up until Christmas day. Although this advert is slightly superfic...

Learning conversation  What do you think has gone particularly well so far this year? What are your strengths? I think that I have participated well in lesson and write plenty of notes on my blog that will be useful for later.  Strengths: analysing in detail, finding deeper meaning. Identify 3 specific targets for yourself for the rest of this year? They can be both academic and organisational goals? Understand all the media language (key words) in deeper meaning, remember all the theologists for exams, and look at more examples of different types of media.  Do you have any suggestions about the course? Look at more examples of different types of media.