| 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 |
Daily Archives: September 30, 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. |