| What do you know about them? | What meaning or understandings do you have of their ideas? How can you apply their ideas to your CSP’s? | |
| Noam Chomsky | -5 filters of media Power, -Manufacturing consent – | |
| James Curran and seaton | -Public Service Broadcasting -Government consent -Monopolies -Transnational/multinational -Conglomerates | |
| Jurgen Habermas | -Transformation of the public sphere -Abusing power to get what you want – Public and Private sphere: public being family sectors, public being where open decisions are made (ie governments etc) -Reading and writing transformed the way people thought: People started to believe everything they read | People started to believe everything they read -Holding the elite to their actions: ‘Power can get you everywhere’ -When an elite abuses their power, the press will call them out about it and let everybody reading know what they do. – |
| Lasswell | -Linear Model -Passive consumption -Who says what, through what channel, to whom, to what effect -People do what they are told to do with no challenging towards it -Wrote in world war 1: Wrote it as a propaganda | -Linear model of communication, breaking down the line of communication. -People are a bit of both, but say what they want to be associated by/with. CSP LINK: -Men’s health: – Hearst UK tells men how to be a bigger, better, stronger version of themselves through online magazines and print magazines to men around the ages of 20-55, in hope they want to look like the model on the front cover that they edited to look like that. -The audience are passive consumers as they will see/read the magazine and want to be like that and want to do everything the magazine has told them to do as it will ‘make them look like the guy on the front cover’. They won’t challenge this message as they believe it will work. They want the audience to buy into the business. They want money. |
| Lazarfeld | -Active consumption -2 step flow model -Use an opinion leader to communicate to the audience. This allows the main audience to be more inclined to listen actively as they see their ‘idol’ talking about something, so they want to try it too. | Links to CSPS: -Men’s Health= Hearst UK/Publishing and the editors use the 2 step flow model effectively. For example, on page 6-7, they use a famous celebrity [opinion leader] on the advert of a Hugo Boss cologne. This is so their audience will see that someone they look up to [an idol essentially] is promoting this product and they want to buy it to try it and see if it is as good as the celebrity says it is. |
| Uses and Gratifications | Gurevitch and Haas and Katz Mcquial, blumber, -The media is enjoyed in different ways: Diversion [escape from routine/problems], Personal Relationships [companionship], Personal Identity [Self reference], Surveillance [Forms of information seeking] -Media users play an active role in choosing and using media -Active | Links to CSPS: -Men’s Health= Men [the audience] read the magazine to escape from reality. As well as personal identity. |
| Gerbner | -Media products shape attitudes and perceptions of the world at large: Story telling performs an enculturation role helping to shape out attitudes and social value -Media consumption leads audiences to accept established power structures and mainstream logistics: Mass medias narratives create symbolic representations of power that affect our real-world view, over-exaggerate the power of real world authorities -Cultivation Theory -People who are exposed to media for mass amounts of time are more likely to perceive the world’s social realities as they are presented by the media they consume, which turns into their attitudes and behaviours -3 Prongs of cultivation theory: Institutional process analysis, message system analysis and cultivation analysis | -Mainstreaming -Mean World Syndrome: believing that the world is a far worse and dangerous place than it actually is -Essentially brainwashing people through media. If they are exposed to it for enough time, they will start to believe it |
| Stuart Hall | -How the world re-presents itself -The ‘elite’ control hoe the media presents things. IE: A black man is stereotypically seen as a criminal as there is no space in the media for positive representation -People who make media products put ideas in their texts which they expect audiences to understand -Audiences are active -Media representation processes: media doesn’t mirror real world events but produces an edited version of the events. They are constructed through codes, through use of language, imagery, layout, sound and editing. -The media plays a vital role in shaping our views of the wider world -Stereotypes and power: used to create instant characterisation. Can be contested through transcoding strategies -The main message may be interpreted differently depending on how the audience decodes it. | Linking to CSPS: -Producers would reproduce messages if they were decoded by the audience accorded to the preferred reading. – MEN’S HEALTH: Page 25 shows 3 readers: Oppositional: People who don’t enjoy working out Negotiated: People who understand that other readers want to learn how to correctly swing a dumbbell. They understand the idea and meaning behind the message but won’t use it/don’t think it is helpful. Dominant: People who want to learn how to use a Dumbbell correctly and want to use this guide in order to improve  |
| Semiotics | -Saussure -CS Pierce – Roland Barthes – Iconic signs – Index signs – Signifier -Signified -Code/conventions/dominant signifier -Paradigm -Syntagym -Radical/reactional | – The way in which a poster or anything is made, is made up of all these semiotics. Linking images to ideas, it gives the audience their own way to interpret it. |
| Representation | – | -CPSPS: Maybelline, Score, Tomb Raider, Metroid, Ghost Town, Letter To the free, Blinded by the light |
| Audience | -Stuart Hall -Gerbner – | |
| Feminist Critical Thinking | -Laura Mulvey -Judith Butler -Male Gaze -1ST 2ND 3RD Wave feminism -Tori Moi: Female, feminist, feminine -Intersectionality -Voyeurism – David Gauntlett~ Fluidity of identity? -John Berger~ Wrote ‘ways of seeing,’ shows different ways men and women are represented in visual media | – Gender is a social construct – -Links to CSPs: Tomb Raider, Metroid, Score, Maybelline? -Institutional sexism in shows and public work forces [links to Habermas public sphere?] – |
| Post Colonialism | -Cultural Hegemony, Cultural Resistance, Subcultural Theory -Political Protests -Antonio Gramsci~ Hegemony… -Identity and representation through the lens of empire and colonialism -Edward Said~ Orientalism: Linking culture, imperialism and colonialism -Shadows of slavery -Jacque Lacan~ The other – | -CSPS: Letter to the free, Ghost Town -Political acts for human rights – |
| David Gauntlett [Representation] | – Fluidity of Identity [Identity isn’t linear, it can be very fluid, more so contemporary] – Negotiating Identity [Balance between our own view and other’s view] – Constructed Identity [How and where we grow up has an effect on identity being created/what contributes to identity] – Collective Identity [Fandoms etc] | – Says: ‘We live in a post traditional society’ – ‘We negotiated our identity depending on who or where we are’ In relation to ‘Men’s Health’, the front cover, negotiated identity can be seen as Vin Diesel (iconic sign) will negotiate his identity based on who he is around. A collective identity is found as the audience reading this magazine will all have a common identity~ they like men’s fitness/they are trying to get fit themselves. A constructed identity is seen on the front cover as …… Contents page: |
