| What do you know about? | What meaning or understandings do you have of their ideas? How can you apply their ideas to the CSPs | |
| Noam Chomsky | He came up with the theory called ‘propaganda theory’. He came up with the 5 filters: 1. media ownership, 2. role of advertising, 3. official sources, 4. flak, 5. common enemy | Chomsky’s theory can be applied to the newspaper for rules and regulation throughout the 5 filters of mass media. He argued that the mass media is used by the elite in society to ‘manufacture consent’ towards the dominant ideology. |
| James Curran | Produced a book called media and cultural theory Involved with theory about power and media- A political economy approach to the media – arguing that patterns of ownership and control are the most significant factors in how the media operate Liberal free press | |
| Jean Seaton | ||
| Jurgen Hubermas | Formed the ideas of public sphere which was ‘made up of private people gathered together as a public and articulating the needs of society with the state Private Sphere is regarding issues about an individual person in their own life. Author of ‘Theory of Communicative Action’ A member of the Frankfurt School | Can be applied throughout the regulation of newspapers as opinions are shown |
| SEMIOTICS | CS pierce, index – A sign with a link to its object icon– a sign which looks like its object symbol– a sign with a more random link to its object | sign– something that stands in for something else code– symbolic tools that are used to create meaning dominant signifier– the main representative anchorage– words that have an image to give context Ferdinand De Saussure signified– an idea which is summoned by the signifier signifier– something which stands in for something else Roland Barthes Myth– the most apparent quantity of signification which disfigures the meaning by validating arbitrary cultural assumptions in a similar way to the denotative sign. Radical– something which challenges dominant ideas. Reactionary– dominant ideas which are confirmed by something ideology– the reinforcement of codes which are congruent with structures of power denotation– literal or basic meaning of a sign connotation– the secondary cultural meaning of signs or “signifying signs,” which are then used as the signifiers for a secondary meaning. paradigm – A collection of similar signs. syntagm – The sequence which words have been put in to. |
| REPRESENTATION | ||
| AUDIENCE | ||
| Feminist critical thinking | Laura mulvey, 3rd wave feminism(barker and Jane)~ an emphasis on the differences among women due to race, ethnicity, class, nationality, religion individual and do-it-yourself (DIY) tactics fluid and multiple subject positions and identities cyberactivism the reappropriation of derogatory terms such as ‘slut’ for liberatory purposes sex positivity | 1st wave feminism, 2nd wave feminism Feminist = a political position Female = a matter of biology Feminine = a set of culturally defined characteristics, Raunch culture -Butler -Tori Moi -Jean Kilbourne Feminist Frequency. |
| Postcolonialism | The slave trade, POSTCOLONIALISM operates a series of signs maintaining the European-Atlantic power over the Orient by creating ‘an accepted grid for filtering through the Orient into Western consciousness‘. | |
| Narrative Theories | Seymour Chatman (Sattelites and Kernels) The idea that a story has two parts which are the important parts and the embellishments. Kernels (something that grows): Important part(s). The key parts of the film that make up the plot/narrative structure. If taken out the story or narrative would not work. Levi-Strauss texts can be seen to either support the dominant ideologies of a society, which would make it a reactionary text ,or to challenge, question or undermines the dominant ideologies of society, in which case it could be seen as a radical text. Roland Barthes Proairetic code: action, movement, causation Hermenuetic code: reflection, dialogue, character or thematic development Enigma code: the way in which intrigue and ideas are raised – which encourage an audience to want more information. | Can be applied to Blinding by the light, Capital and Deustchland, Letter to the free. Relates to letter to the free binary oppositions between black and white people, male and female. |
| Genre | Defined as a practical device, as of which helps produce consistently and efficiently and to relate its production to the expectations of its customers Steve Neale explains that Genre is a collection of structured repertoire of elements in which signify that a genre is a genre. Genre is of order and integration- Thomas Schatz, Only 2 Genres? | For example a typically horror movie will have a dark forest, moody lighting, and dark colours. Predictable Expectations predictable expectations – something that happens that you could guess reinforced – strengthen or support (an object or substance), especially with additional material. amplify – enlarge upon or add detail to (a story or statement). verisimilitude– the appearance of being true or real. realism – ealism, in the arts, the accurate, detailed, unembellished depiction of nature or of contemporary life. Realism rejects imaginative idealization in favour of a close observation of outward appearances. As such, realism in its broad sense has comprised many artistic currents in different civilizations. construction of reality – part of those observations and experiences come to us preconstructed by the media, with attitudes, interpretations, and conclusions already built in, then the media, rather than we ourselves, are constructing our reality. historically specific – something from the past that is recognisable. sub-genres – a subdivision of a genre of literature, music, film, etc. hybrid genres – A hybrid genre is a genre that blends themes and elements from two or more different genres. Hybrid genres are not new but a longstanding element in the fictional process Blinded by the light fits into integration. |
| Industry business ownership | Cultural Industries the notion of cultural industries generally includes textual, music, television, film production and publishing. Production the action of making or manufacturing from components or raw materials, or the process of being so manufactured. Distribution the methods by which media products are delivered to audiences, including the marketing campaign. Exhibition / Consumption sum of information and entertainment media taken in by an individual or group. Media Concentration a process whereby progressively fewer individuals or organizations control increasing shares of the mass media. Conglomerates a company that owns numerous companies involved in mass media enterprises. Globalisation the process in which businesses or other organizations develop international influence or start operating on an international scale. Cultural Imperialism states that Western nations dominate the media around the world which in return has a powerful effect on Third World Cultures by imposing n them Western views and therefore destroying their native culture. Vertical Integration when a Media Company owns different businesses in the same chain of production and distribution. Horizontal Integration a Media Company’s Ownership of several businesses of the same value. A Media Company can own a Magazine, Radio, Newspaper, Television and Books. Mergers an acquisition in which one or more of the undertakings involved carries on a media business in the Page 2 State and one or more of the undertakings involved carries on a media business elsewhere. Monopolies concentrated control of major mass communications within a society. Gatekeepers is a process by which information is filtered to the public through the media. Regulation a rule or directive made and maintained by an authority. Deregulation the removal of regulations or restrictions, especially in a particular industry. Free Market an economic system in which prices are determined by unrestricted competition between privately owned businesses. Commodification the act or fact of turning something into an item that can be bought and sold. Convergence involving the interconnection of information and communications technologies, computer networks, and media content. Diversity understanding that each individual is unique, and recognizing individual differences. Innovation the process of not just an “invention” of a new value for journalism, but also the process of implementing this new value in a market or a social setting to make it sustainable. | Applied to Blinded by the light: production by Bend it films, distributed by new line cinema |
| Public service broadcasting | consists of television and radio programmes supplied by an official or government organization, rather than by a commercial company. Such programmes often provide information or education, as well as entertainment. The public service broadcasters are those providing Channel 3 services, Channel 4, Channel 5, S4C and the BBC. While all BBC public service television channels are PSB channels, only the main channels of each of the other public service broadcasters have this status. The TV license is paid by the general public, financing all of the general public broadcasters. | Can be applied to Capital and Deutschland which is broadcasted on the BBC channel. |
| Gauntlett | Fluidity of identity Negotiated identity Constructed identity Collective identity | Collective identity refers to our sense of belonging to group Negotiated help us establish our own identity Fluidity- Gauntlett commented on the changing representation of men and women in mainstream media- ‘The depiction of the passive housewife throughout the twentieth century was increasingly being replaced by images of assertive women taking control of their lives, epitomised by the “girl power” endorsed by the Spice Girls’ INTERNET REFERENCE The representation of men being active and confident was giving way to a more introspective and emotionally-aware version of masculinity. “Men’s Health” magazine and its focus on wellbeing, which Gauntlett cited as a great example of this shift, was first published in 1986. |
| Lasswell | Component of Lasswell’s communication model- the message flow in a multicultural society with multiple audiences Who? Says what? Channel? To whom? With what effect? Wrote propaganda during first world war- hypodermic needle theory | Applies to advertisement eg That Boss Life and Men’s Health eg Hearst, We want to give men greater control over their physical, mental and emotional lives, Print Lifestyle Magazine Social Media Website |
| Lazarfeld | Two step flow of communication- first introduced by sociologist in 1944 Austrian-American sociologist | Number of people are not directly influenced by mass media, but instead form their opinions based on opinion leaders who interpret media messages and put them into context. Links to his theory as with the front page of the magazine, there is an opinion leader on the front, Vin Diesel, who people will agree with as they actively choose to follow and listen to people who have the same ideas and morels of them and so people who agree with what he is presenting in the magazine are more likely to read the magazine. |
| Uses and Gratification | Active consumption Recognises the decision making processes of the audience themselves, rather than being influenced by opinion leaders or the source itself He defines the different pleasures that media audiences try to extract from the content they engage with: 1. Information 2. Identity 3. Social interaction 4. Entertainment 5. Escapism Explains how people use the media for their own need and get satisfied when their needs are fulfilled. | Suggests that media users play an active role in choosing and using the media Have an audience of successful professional men who want greater control over their physical, mental and emotional wellbeing so they will play off this and show ads which are related to the kind of things they have an interest in and will more likely spend money on products as they are tailored to what they have an interest in. |
| Stuart Hall | Jamaican born, Moved to Britain before studying English at Oxford University. Worked at the Open University for a number of years, as a professor of sociology Suggested that audience actually decode and interpret messages in different ways, which he calls the THEORY OF PREFERRED READING States that the audience should interrogate the media. | What we see is simply a ‘re-presentation’ of what producers want us to see. Representation theory comes in three separate parts, the first part is that the Media often use stereotypes Stuart Hall believes that stereotypes tend to come about when there are people in power who are from the dominant hegemonic groups within society, stereotypically white, upper class wealthy males Three parts: A DOMINANT READING) or they reject the dominant reading of a text (AN OPPOSITIONAL READING), or they take up a reading somewhere in between (A NEGOTIATED READING). |
| Gerbner | Cultivation theory says that high frequency consumers of media texts are more susceptible to media messages and the belief that they are valid Presented two main concepts of media: media texts cultivate a heightened sense of fear in society (mean world syndrome) media consumption leads audiences to accept mainstream ideologies (what is most commonly presented in media is what changes an audiences perspective) Cultivation theory holds that long-term exposure to media shapes how the consumers of media perceive the world and conduct themselves. | For example, heavy viewers of news were more likely to overestimate crime rates and risk of personal exposure to crime and underestimate the safety of their neighborhoods. In Men’s Health any pages show the stereotypical white, straight, rich, able male which can change an audiences view. |
| David Gauntlett (opposition) | Argues that audience actively pick media products through engagement with them and engage with specific parts that connect to themself | They are active as times have changed suggesting we are more intelligent |
Monthly Archives: September 2022
Filters
| what do you know? | what do you understand? | |
| Noam Chomsky | Five filters, mass media. (Structures of ownership, The role of advertising, Links with establishment, Diversionary tactics- flak, Uniting against a ‘common enemy’. | He argued that the mass media is used by the elite in society to manufacture consent towards dominant ideology. |
| James Curran | ||
| Jean Seaton | ||
| Jurgen Habermas | Public sphere, private sphere, critical theory and pragmatism. | The notion of the “public sphere” began evolving during the Renaissance in Western Europe. In The Structural Transformation of the Public Sphere, Habermas showed how modern European salons, cafés, and literary groups contain the resources for democratizing the public sphere. |
| Semiotics | CS pierce, index – A sign with a link to its object icon– a sign which looks like its object symbol– a sign with a more random link to its object | sign– something that stands in for something else code– symbolic tools that are used to create meaning dominant signifier– the main representative anchorage– words that have an image to give context Ferdinand De Saussure signified– an idea which is summoned by the signifier signifier– something which stands in for something else Roland Barthes Myth– the most apparent quantity of signification which disfigures the meaning by validating arbitrary cultural assumptions in a similar way to the denotative sign. Radical– something which challenges dominant ideas. Reactionary– dominant ideas which are confirmed by something ideology– the reinforcement of codes which are congruent with structures of power denotation– literal or basic meaning of a sign connotation– the secondary cultural meaning of signs or “signifying signs,” which are then used as the signifiers for a secondary meaning. paradigm – A collection of similar signs. syntagm – The sequence which words have been put in to. |
| Feminist critical thinking | Laura mulvey, 3rd wave feminism(barker and Jane)~ an emphasis on the differences among women due to race, ethnicity, class, nationality, religion individual and do-it-yourself (DIY) tactics fluid and multiple subject positions and identities cyberactivism the reappropriation of derogatory terms such as ‘slut’ and ‘bitch’ for liberatory purposes sex positivity | 1st wave feminism, 2nd wave feminism Feminist = a political position Female = a matter of biology Feminine = a set of culturally defined characteristics, Raunch culture -Butler -Tori Moi -Jean Kilbourne Feminist Frequency. |
| Post-colonialism | The slave trade, POSTCOLONIALISM operates a series of signs maintaining the European-Atlantic power over the Orient by creating ‘an accepted grid for filtering through the Orient into Western consciousness‘. | postcolonial criticism challenges the assumption of a universal claim, Jacques Lacan- The “other” |
| Lasswell | Model of communication | describes an act of communication by defining who said it, what was said, in what channel it was said, to whom it was said, and with what effect it was said. Notion of brainwashing, active is the opposite of passive. |
| Lazarfeld | Two-step flow of communication (interpersonal interaction has a far stronger effect on shaping public opinion than mass media outlets), spiral of science. | The two-step model says that most people are not directly influenced by mass media, and instead form their opinions based on opinion leaders who interpret media messages and put them into context. Opinion leaders are those initially exposed to a specific media content, and who interpret it based on their own opinion. They then begin to infiltrate these opinions through the general public who become “opinion followers”. Men’s health- men aren’t sufficiently influenced by this magazine it is their opinions which depend on whether they are influenced or not, it is more societal standards that are influenced by this i.e general public. |
| Uses and Gratifications | Bulmar and Katz, information and education, entertainment, personal identity, integration and social interaction, escapism. | Suggests media users play an active role in choosing and using the media. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs. Pleasure needs uses gratifications |
| Stuart Hall | He was an outsider, studied at oxford and grew up in Jamaica. Reception Theory, Encoding/Decoding. | Media texts contain a variety of messages that are encoded (made/inserted) by producers and then decoded (understood) by audiences. Therefore what we see is simply a ‘re-presentation’ of what producers want us to see. Mens health(2-3)- if you wear the fragrance you will be like that or be with her/him. Touching her inappropriately, racism, wealth. |
Revision
| What do you know about | What meanings or understandings do you have of their ideas? How can you apply their ideas to the CSPs? | |
| Noam Chomsky | The 5 filters of mass media – Structures of ownership, role of advertising, links with “The Establishment”, Diversionary tactics and Uniting against a “Common Enemy” | Newspapers such as “Daily Mail” or “The i” ‘use’ these filters for profit – the motive of media – i.e. The Daily Mail will make powerful people look good in their newspapers. |
| James Curran | “Media enables viewers to plug into different views and different perspectives” “The professional media sector occupies a space wholly independent on the state and the market”. Wrote a book about how the media landscape has fallen under the control of a handful of global media conglomerates whose main goals are profit and reflects on contemporary concerns relating to digital media. | The Daily Mail and The i are both owned by the Daily Mail General Trust despite the newspapers having differing views (The i is more left wing/neutral and the Daily Mail is more right wing) This shows that the DMGT are gaining profit from both left wing and right wing audiences. |
| Habermas | The public sphere | With the rise of newspapers it introduced widely available information that wasnt available before. Which people could either agree or disagree with, and this created an arena of public debate. |
| What do you know about? | What meaning or understanding do you have to their ideas, how can you apply to CSP? | |
| Noam Chomsky | -Five filters of the mass media machine -Structure of ownership, the role of advertising, links with the establishment, divisionary tactics, uniting against a comment enemy. | -Chomsky explains how propaganda and systemic biases function in corporate mass media. The model seeks to explain how populations are manipulated and how consent for economic, social, and political policies, both foreign and domestic, is “manufactured” in the public mind due to this propaganda. -Using the 5 filters; >1: Mass media conglomerates owning multiple newspaper brands via vertical or horizontal integration >2: Advertisement supposedly selling us a product in reality we are the product, adverts buy our attention. 3>: Media distributors are in debt with those in power so majority write for them. >4: Those that go against will be discredited or pushed to the margins. >5: |
| James Curren | Distribution and media regulation. | |
| Habermas | Created the theory of the public sphere. | -The theory that the public sphere which was public debates and discussions about many diversing ideaologies turned into a priavte sphere where people believe false news or everything tyhey read failing to understand |
| David Gauntlet | fluidity of identity: constructed identity- changed and altered throughout experienced collective- specific groups such as ethnicity. negotiated identity- fluidity- an identity that has the potential to be changed and shaped frequently in many directions. | |
| Lasswell | Passive consumption model, (who, says what, through what channel, to whom, with what effect) Adapted by Shannon and Weaver adapted adding, noise, feedback, communication. | To apply it to the passive people to get more attention from viewers who won’t think about what they’re buying. Who: Hearth CFO Men’s health. Says what: see media pack Channel: online, print, socials. To whom: active men who persue a healthy lifestyle. Why: To sell magazines |
| Lazarfield | filtered through influential opinion leaders who interpret a message and first and then relay them back to the mass audiences. Step Flow Model. | |
| Uses and Gratification | -information / education -empathy and identity -social interaction -entertainment -escapism | |
| Staurt hall | -active consumption -“Reconstruction Work: Images of Postwar Black Settlement”, – | For Hall, culture was not something to simply appreciate or study, but a “critical site of social action and intervention, where power relations are both established and potentially unsettled” Page 94 95, dominant: the men want to be fit and active and to gain muscle and agree these foods are the best to bulk — nothing has a representation until the media represents it to try and create a fixed meaning to which the audience can argue against; for example people being perceived as trouble makers from repeated stereotypes of them represented in the media to which using Hall’s receptive theory we can go the three ways, eg.. negotiated |
| George Gerbner | television programming and how these changes affect viewers’ perceptions of society. mean world syndrome to describe the fact that people who watch large amounts of television are more likely to perceive the world as a dangerous and frightening place.[8] | Mainstreaming: the excessive consumption of media products the more you will conform to the medias ideologies,,, eg. mens health- no other than Christianism presented, mostly men, mostly white, mostly middle aged, abled body people. Shirkley: disagrees by saying modern day has the end of the audience theory- society have become more active and fragmented as apposed to passive consumption of what the media puts out. |
revison
| what do you know about | what meaning or understandings do you have of their ideas? How can you apply their ideas to the CSPs | |
| Noam Chomsky | He published a book called ‘the manufacture of consent’. He came up with the theory called ‘propaganda theory’ | Chomsky’s theory can be applied to the newspaper for rules and regulation. Their a 5 filters of mass media,1: Structures of ownership is a part of bigger conglomerates with an endgame profit. part 2: To earn money by profiting of the product. 3: |
| James curren | Published a book about the liberal free press and he writes about diversity of ownership, participation, representation and consumption . The three key questions about the relationship between media and society “how much power do the media have” “what is the relationship between media and power in society” “who really controls the media” | |
| Jean Seaton | ||
| Jurgen Habermas | Habermas came up with the public sphere. In its ideal form, the public sphere is the arena where citizens come together, exchange opinions regarding public affairs, discuss and deliberate ideas | |
| Semiotics | sign code convention dominant signifier anchorage | Pierce Bathes |
| Representation | ||
| Audience | is a key topic, lots of different people and terms to know, like: Stuart hall Laswell Lazarfeld | |
| Feminist critical thinking | ||
| postcolonialism | ||
| narrative theories | ||
| genre | ||
| key terms for industry and business | ||
| PSB public service broadcasting | ||
| C.S. pierce | symbolic signs indexical signs iconic signs | |
command words
Describe: To say or write what someone or something is like without explaining why.
Compare: Finding a difference between two things through similarities and differences.
Evaluate: Describe the benefits and or drawbacks of ideas with an explanation of why with the backup of evidence.
Analyse: Explain in close detail to achieve an accurate representation of something.
Knowledge: Vague outline of an idea or concept.
Understanding: To be able to apply knowledge to different situations as you have deeper knowledge about the idea or concept.
statement of intent
I will produce the front cover and a double page spread of a newspaper called ‘News Of Jersey’. My design for both newspaper products will be completed on Adobe InDesign and my campaigns on Adobe photoshop and will follow the Jersey Evening Post as the style model as I believe it is eye catching, professional and has a neat layout. This newspaper will be created with the intended audience being all ages particularly targeting those of the local area and my front cover story will cover the heatwave that occurred in Jersey during the early summer months. The story covered will not represent or include any political views, making it neither right-wing or left-wing. I believe this allows a wider audience to be able to be reached as it does not cause offense or disagreement.
My NEA will be created to reflect the the theories of semiotics. The dominant signifier on my front cover will be a beach and I will feature animals on the additional double spread which I think will be reactionary, as it shows the recent heatwave and dangers it can cause which the audience will drawn in by. I intend to include an image of a dog, which I will include on the double page spread will allow a guilt appeal towards audiences .
My newspaper will focus on soft news concerning the environment and animals which is current. My double page spread will highlight the issues of pet owners not caring for their animals during the heatwave well enough, exposing them to danger. I think this is a good story due to it being current and spreading awareness. The double page spread will contain six original images, which I will capture before beginning the work.
Additionally, I will create three promotional flyers. These flyers will highlight the same issue of animals and the heatwave to match my double page spread. I intend to make all three flyers eye-catching and informative using a range of blue and orange colours to match the theme of summer. All flyers will contain original images I will capture myself. I will base all flyers to have been created by the charity ‘Jersey Dog Association’ to provide more legitimacy, enhancing importance.
Command words
describe – give a detailed account in words of.
command – give an order.
compare – note the similarity or dissimilarity between things
evaluate – form an idea of the amount, number, or value of; assess.
analyse – in-depth look at something with an aim to get an accurate explanation
knowledge – awareness or familiarity gained by experience of a fact or situation.
understanding – an individual’s perception or judgement of a situation.
| What do you know about | What meaning or understanding do you have of their ideas? Put another way – how can you apply their ideas to your CSP’s? | |
| Noam Chomsky | Five filters of Media – (1) ownership; (2) advertising; (3) official sources; (4) flak; and (5) marginalizing dissent. | Chomsky can be used in terms of media ownership, audience effects, textual analysis and representation. Essentially, he argued that the mass media is used by the elite in society to ‘manufacture consent’ towards the dominant ideology. So for example, it is possible to see this in terms of the Daily Mail (with it’s pro-establishment views on money, the monarchy, the military, patriarchy etc media ownership) It is also possible (to some extent) to see this in terms of Tomb Raider, Score (prioritising patriarchal values, role of advertising) Challenges to the process of ‘consent’ (ie alternative views to society can be found in Blinded by the Light, Letter to the Free, Ghost Town (dispelling the myth of the common enemy?) |
| James Curran | Curran writes about the Liberal Free Press Is connected to the ideas of Habermas Writes specifically about diversity in terms of ownership, participation, representation, consumption | Film CSP – blinded by the light – diversity in terms of ownership, participation, representation, consumption |
| John Seaton | ||
| Jurgen Habermas | Habermas wrote about the Transformation of the public sphere in 1962 With the introduction of the printing press, reading and writing transformed the way in which ideas and decisions were made. The public sphere is where public decisions are made (ie courts, parliament) The private sphere is where private decisions are made (family, friends etc) Habermas thought that new forms of media enabled ordinary citizens to be more actively engaged in society. which formed a new phenomenon called public opinion. Spearheading this shift was the growth of a literary public sphere | Habermas was active in trying to create an inclusive society. Many aspects of media are also attempting to create a more inclusive society, i.e. social media tries to connect people through the private sphere (friends and family). Media is really important for helping individuals to connect to society and be part of the decision making process. It is an example of how democracy works. It stops authoritarian regimes or (hopefully) inequality It promotes participation and emancipation. |
| Lasswell | Lasswell’s model of communication describes an act of communication by defining who said it, what was said, in what channel it was said, to whom it was said, and with what effect it was said. | |
| Lazarfeld | The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders (influencers), who in turn are influenced by the mass media. | Suggestion is that audiences are active, as they actively seek out the information. However, you could also argue that they’re passive, as they are not really forming their own opinions, simply following the trends created by big influencers. |
| Uses and Gratifications | The Uses and Gratifications Theory is a Mass Communication theory that focuses on the needs, motives and gratifications of media users. The theory states that media consumers are passive consumers of mass communications; rather, they play an active role in media consumption. | 1. diversion (escapism) media usage may make up for a lack of satisfaction in personal life 2. personal statements soap characters may be seen as companions in the absence of family and friends. 3. Personal identity people may use characters they associate with in order to help the make tough life decisions. 4. Surveillance People use the media to obtain information about the world. |
| Stuart Hall | Argues that there are a number of messages that are encoded in media by producers and then decoded by audiences. | For instance, it is a common horror movie trope for the characters who have sex to end up dying. Message = anti-sex. |
| George Gerbner | Reception theory: suggests that exposure to reinforced messages will influence our ideas and attitudes. Cultivation theory: high frequency consumers of media texts are more susceptible to media messages and the belief that they are real and valid. People who consume large amounts of violent media texts are affected by the Mean World Syndrome (the belief that the world is a far worse and dangerous place than it actually is). | |
| David Gauntlett | Disagrees with Gerbner, suggests that audiences use a pick n mix approach, where we actively choose what we view. Gerbner believes we are passive and are fed information. |
WHO
Hearst communication (CEO – Steven R. Swartz) > men’s health
SAYS WHAT
see media post
CHANNEL
print through lifestyle magazine
TO WHOM
see media post
WITH WHAT EFFECT
89,000 average buys per issue
(66,000 paid subscriptions)
Two step flow of communication
Vin Diesel is an opinion leader, who people actively follow. People will be more likely to buy certain products etc. if they know that an opinion leader such as Vin Diesel supports it.
Uses and Gratifications
Self-esteem – page 13 is aimed at improving readers self-esteem through getting back in shape and improving fashion style.
COMMAND WORDS
Command words:
Describe: To say or write what someone or something is like without explaining why.
Compare: Finding a difference between two things through similarities and differences.
Evaluate: Describe the benefits and or drawbacks of ideas with an explanation of why with the backup of evidence.
Analyse: Explain in close detail to achieve an accurate representation of something.
Knowledge: Vague outline of an idea or concept.
Understanding: To be able to apply knowledge to different situations as you have deeper knowledge about the idea or concept.
revision table
command words
describe – remembering specific elements
compare – talking about the similarities and differences between two things
evaluate – to judge and share own opinions/ real evidence
analyse – in depth look at an idea with accurate explanation
knowledge – vague outline of an idea or concept / can touch on it
understanding – to explain clearly and deeply about an idea or concept / can evaluate it
| what do you know about | What meanings or understandings do you have of their ideas? In another way how can you apply those ideas to your CSPS? | |
| Noam Chomsky | the five filters of media | ownership- having control over a platform and what comes out of it is down to you. Advertising- sharing media with everyone for personal gain for example bossed life advertising is fun and bright to attract audiences to buy the product. official source-having the correct data statistics and facts to back up what you’re saying like the daily mail and the I |
| James curran | power in media industries | Curran has released a book called power without responsibility which suggests that people with power within the media industry use that to their advantage to use and take advantage of people in an unfair and unjust way. this is made possible due to the lack of responsibility being held against them for these actions which is why they abuse their power in this way. ghost town Margret thatcher abusing her power in a racial way |
| Habermas | public sphere the difference between communicative rationality and rationalization on one hand and strategic/instrumental rationality and rationalization on the other. | media is consumed passivly. If someone well known says something people will believe it and/or follow through with it like the government. The public are like sheep and will follow what anyone recognisable says. |
| david gauntlett | fluidity of identity collective identity constructive identity negotiated identity | everyone has the freedom to identify as what they want. He thinks “media doesn’t create identities” but reflects them. in terms of men’s health it suggests a negotiated identity as on the front cover vin diesel is stood boldly in the front then inside the magazine we see a softer sensitive side to him. |
| Laswell | Communication model. Who (sender) What (message) channel (medium) to whom (receiver) with what effect | Harold Laswell was a media theorist who studied the idea of communication. An example can be a dior mascara advertisment. Dior being the sender as the company producing this advert. What would be the anchorage giving a definition about the mascara. Medium is the type of media it is presented on, in this case it would be a magazine to anyone who reads the magazine but as its mascara we presume its in a woman’s magazine therefore targeted at woman with the effect of selling this product. I understand that the model shows the easy manipulation of those vulnerable and how easy it is to rope people in to buying thigs as the believes they’ll have a certain outcome out of it but in reality will not. |
| Lazerfeld | two step media theory information and influence. The theory was introduced in 1944 but elaborated in 1955 | Lazarfeld said was that if a well populated/known opinionated leader were to say something to the mass media a wider population would listen to it and possibly believe it and follow through with certain plans or statements. For example Margret Thatcher didn’t like dark skinned people being in England and wanted them gone and so she stated this to the general public and white British citizens sided with her which is shown in the specials and blinded by the light. Also with elections in order to know who to vote for political candidates put forward their ideas for the country which the public listen to. If the public like what they hear they will vote for that person. |
| uses and gratifications | a Mass Communication theory that focuses on the needs, motives and gratifications of media users. -escapism -understanding yourself -strengthen family/friendships -enjoyment -self confidence -knowledge about the world | the idea of media using peoples data to present them with things they may need. For example ESCAPISM- advertisements for a holiday to escape reality. Advertisers use these to understand their audience better, Like Facebook when we accept cookies we allow them to use our data which’ll then be used to give us adverts the they know well enjoy which ropes audiences in to look at a product which pays the advertisers or even potentially buy the product which will them show a high demand for the product and be shared to more users on media platforms like Facebook such as Instagram or twitter. |
| Stuart Hall | Hall’s work covers issues of hegemony and cultural studies. He regards language-use as operating within a framework of power, institutions and politics/economics. | everyone sees different things in different ways. Dominant negotiation oppositional |
| George Gerbner | Cultivation theory / behavioural psychology extended Laswell’s communication model consisting with a verbal aspect where someone observes an event and gives feedback about the situation, and a schematic model where someone perceives an event and sends messages to the sender | verbal feedback helps better a person when taken on board. Face to face rather than through a screen is considered top be verbal and the aftermath of constructive criticism shows how people take on board feedback. mainstreaming- the more mainstream TV/other media forms we watch the more dominant our ideas become and accepting dominant ideas are more likely due to a form of brainwashing. |
Clay Shirky argued audience behaviour has progressed from the passive consumption of media texts to a much more interactive experience with the products and each other. Therefore he disagrees with George Gerbner.