CSP
Monthly Archives: September 2022
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A Level Media close study product
Recap
Command words
Describe – defining what you see / see specific elements / memory
Compare – the differences and similarities / compare and contrast
Evaluate – to judge or give your opinion / need evidence
Analyse – how it gives an effect and why it does this / pick out and elaborate / deeper and accurate meaning
knowledge – maintaining it in your memory of something
understanding – to explain what you know and how it does this
| What do you know about | What meaning or understandings do you have of their ideas? Put another way – how can you apply their ideas to your CSP’s? | |
| Noam Chomsky | Chomsky’s theory is based on the idea that all languages hold similar structures and rules, also known as a universal grammar (the five filters). This theory states that all languages have formal universals and principles in common, with specific options and limits for variation in grammar and features between languages. | Chomsky’s gives the impression of how the propaganda model highlights the insights into the inequality of wealth and power. |
| James Curran | Curran explains the social and political change. Curran also suggests the conflict with the political views and wider business interests where a large scale of conglomerates own new tiles have invested interest in a range of other business activities all over the globe. | Blinded by the light links in with Curran as Pakistan movies aren’t very common so therefore political views can be separated from the social view. |
| Jurgen Habermas | Habermas’ definition of a public sphere is the first and founding trigger to classification attempts of the formation of public opinions and the legitimisation of state and democracy in post-war Western societies. The public sphere is seen as a domain of social life where public opinion can be formed. Mainly it is open to all citizens and constituted in every conversation in which individuals come together to form a public. | The media is ceased to be an agency of empowerment and rationality, it manipulated mass opinion. The media isn’t always reliable so therefore seeking public opinion can create a group of individuals who aren’t afraid to go against political discussions. |
| Semiotics | Pierce Roland Barthes | |
| Representation | ||
| Audience | ||
| David Gauntlet | Gauntlet constructed a timely critique of mass media consumption models and their effects on audience thinking. The power of media narratives. Gender is socially constructed. A huge diversity of identities is portrayed. Collective identity Constructive identity Negotiated identity Fluid identity | |
| Lasswell | Lasswell’s model was developed to study the media propaganda of countries and businesses at that time. Only rich people used to have communication mediums such as televisions and radios back them. It was made to show the mass media culture. Lasswell also brought the concept of Effective Communication Process. | I understand that he is trying to show the mass media culture to get the world to get a good concept of how communication needs to be direct and listened whether you are a passive or active person. |
| Lazarfeld | The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. In the book The People’s Choice, after research into voters’ decision-making processes during the 1940 U.S. presidential election. The concept has been a subject of growing criticism, leading to a decline in the popularity and attraction of the original concept and almost to its total collapse. | I understand that he trying to explain how the two step flow of communication is influencing the public to make certain and difficult decisions from their leaders. |
| Uses and gratification | 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 they play an active role in media consumption. Audiences consume media texts to escape from their everyday lives. They choose entertaining texts that allow them to divert their attention from the real world (1) Diversion: escape from routine or problems; emotional release; (2) Personal relationships: companionship; social utility; (3) Personal identity: self reference; reality exploration; value reinforces; and (4) Surveillance (forms of information seeking). | I understand that people use media to fulfil the user’s social needs. The idea that media audiences are active rather than passive, meaning they do not only receive information, but also unconsciously attempt to make sense of the message in their own context. |
| Stuart Hall | It is active. The media does not mirror real world events but produces an edited version of the events depicted. The media plays a vital role in shaping our views of the wider world. Stereotypes are used by media producers to create instant characterisation. Stereotypes are mostly found where there are huge social inequalities. They exclude and demonise groups in a manner that both reflects and reinforces social hierarchies. Hall provides a substantial challenge to his own ideas. His theory suggests that audiences can resist the effects of the media through the production of oppositional and negotiated readings. | I understand that stereotypes help perform as series of ideas towards the audience, manipulating them into believing that woman do stuff that men shouldn’t do whilst men do stuff that woman wouldn’t do. Stereotypes lead to moments of symbolic violence leading to groups of social power. This means that it usually links to negative features. They manipulate stereotypes to make the audience thin it is natural qualities. |
| George Gerbner | He thought that television viewing could radially change the way we perceive the real world. Cultivation theory Mainstreaming | It suggests that people who are regularly exposed to media for long periods of time are more likely to perceive the world’s social realities as they are presented by the media they consume, which in turn affects their attitudes and behaviours. He also suggests that some people are less likely to be affected by television for example people who haven’t been affected by violence. Cultivate problematic attitudes and beliefs within mainstream society where they had not existed before. |
REVISION
Command Words:
Describe – To show all your understanding and the attributes about a certain thing to another person. To show your knowledge (memory test)
Compare – To have multiple things and then to find the differences and similarities
Evaluate – Look at everything you have done / talked about in the past and sum it up with evidence, for example look at the positives and negatives
Analyse – To look at something and find out its attributes and to understand it.
Knowledge – Having facts or information
Understanding – Being able to twist and manufacture your facts and information to fit the situation when the circumstance arises
revision
Command Words
- Describe – to say or write what someone or something is like
- Compare – to find difference between two things
- Evaluate – to come to a conclusion and give evidence
- Analyse – to pick out key things and explain why
- Knowledge – would be an outline of an idea or concept
- Understanding – to be able to apply knowledge to different situations
| What do you know about | What does it mean to you? How do you understand it and put their ideas to CSPs? | |
| Noam Chomsky | The five filters are: (1) ownership; (2) advertising; (3) official sources; (4) flak; and (5) marginalizing dissent. The author discusses the applicability of Herman’s and Chomsky’s propaganda model today. | |
| James Curran | Curran and Seaton – power and media industries theory. Definition from OCR. A political economy approach to the media – arguing that patterns of ownership and control are the most significant factors in how the media operate. | |
| Jean Seaton | ||
| Habermas | ||
| Lasswell | passive consumption model, (who says what, though what channel, to whom, with what effect) | To apply it to the passive people to get money from advertisement to encourage people |
| Lazarfield | filtered through influential opinion leaders who interpret a message. He created the ‘Two Step Flow Model’ Step 1: The media feeds messages to ‘opinion leaders’ Step 2: Opinion leaders influence the ‘masses’ with these messages. | People actively seek out information. links to men’s health by using opinion leaders for example using the household name ‘vin diesel’ on the front cover page to entice his audience in as well as men’s health buyers. |
| Uses and gratifications | He defines the different pleasures that media people get from the content they engage with: 1. Information / education 2. Empathy and identity 3. Social interaction 4. Entertainment 5. Escapism | Men’s health |
| Stuart Hall | Hall’s work covers issues of hegemony and cultural studies Hall became one of the main proponents of reception theory, and developed Hall’s Theory of encoding and decoding | |
| George Gerbner | Cultivation theory is a sociological and communications framework to examine the lasting effects of media, primarily television Mainstreaming – the excessive consumption of media products that more will conform to the medias ideologies eg men’s health | In a similar vein, the cultivation framework has been applied to the study of body image effects on social media platforms, with research indicating that browsing through certain types of content relates to distorted views on the physical appearances of strangers. |
revision
Revision
Command Words
Describe – Give a definition of an idea but not explaining why it is so
Compare – Describe two different ideas and give similarities and differences
Evaluate – Describe the benefits and drawbacks of ideas and give an opinion on which is better and why, with evidence to support it.
Analyse – Examine an idea closely in order to get an accurate explanation or interpretation about it
Knowledge – The ability to recall something and the obtaining of information.
Understanding – Achieving a deeper way of thinking about knowledge and being able to apply and form opinions about it.
| What do I know | So what? | |
| Noam Chomsky | 5 Filters – 1. media ownership, 2. role of advertising, 3. official sources, 4. flak, 5. common enemy | CSP Daily Mail – Has a kind of pre established viewpoint towards royalty and money. Lara Croft also has this in that patriarchy is prioritised. |
| Curran and Seaton | Described how regulations can be weaved by big companies, and how media is only produced by a small number of powerful conglomerates who control it. Talks about how big companies are all about profit and power and will create repetitive products to ensure this. | Blinded by the light – wasn’t part of this. Daily mail contains lots of similar stories each day, often focused around celebrity news, death and sadness, and crime. |
| Jurgen Habermas | Came up with the transformation of the public sphere. He argued that as newspapers grew and other media forms came to fruition society moved away from a representational culture, where the audience is passive and just consumes ideas. This transitioned to a society where ideas are exchanged and shared with both parties being able to form their own thoughts and opinions. | Newspapers – They help to bridge the gap between the public and private spheres and so hold people to account. |
| Semiotics | ||
| Lasswell | Hypodermic Needle model – audience are passive, not active and are taking messages in without hinking about them themselves. Wrote a book about communication during World War One called ‘Propaganda Technique in The World War’. | World War One book was around all the propaganda present in the war in order to get people to enlist in the war. |
| Stuart Hall | Suggests that messages are encoded and decoded. He calls this the THEORY OF PREFERRED READING and puts forward the argument that audiences accept, reject or are in between when looking at the dominant reading of a text. Powerful media producers are capable and do enforce their opinions towards cultural minorities, and represent them in demeaning ways to spread their agenda through the media. This can create flawed and untrue understanding towards these groups. | When applied to Men’s Health, many readers could accept the idea the producers were going for, and embrace the dominant reading of exaggerated physical features of the models and athletes, presented as motivation to improve themselves. On the other hand, the audience could take this the wrong way (an oppositional reading) and feel bad about themselves as they are forced to compare to unrealistic expectations. |
| George Gerbner | Came up with cultivation theory – television shapes the way individuals within society think and relate to each other. Mainstreaming – audience is passive so they will eventually come to accept misinterpretations as reality. | Men’s Health – The reality proposed is that all men should look like they do in the magazine. |
| Postcolonialism | ||
| Narrative Theories | Todorov (Beginning Middle and End) Levi-Strauss (Binary Oppositions) Propp (Stock characters) Freytag’s Pyramid Chatman (Kernels, satellites, non-sequitars) Barthes (Proairetic, hermenuetic, enigma code) | Todorov – Ghost Town – Through the tunnel in chronological order Levi – Strauss – Letter to the Free – Black/White |
| Genre | Steve Neale – Corpus/repertoire of elements. Reactionary or innovative ideas for each genre. Sub genres. | Innovative ideas – Maybelline – Male models |
| Industry/Institutional Vocabulary | Mergers Conglomerate Horizontal Integration Vertical Integration Free Market Gatekeeping Commodification Regulation Production Distribution Exhibition Globalisation Hesmondhalgh – “Risky Business” | Blinded by the Light: Globalisation – US/UK Co-Production Production – Uses Bruce Springsteen music |
| PSB (Public Service Broadcasting) | Public Service Broadcasting refers to broadcasting given to the public for entertainment or information free of charge, and is not created to make profits. Curran and Seaton – “the media is controlled by a small number of companies that make products to create profit”. | Capital is a public service broadcasting program from the BBC that satisfies the ethos being to inform, educate and entertain. |
| David Gauntlett | Fluidity of Identity Negotiated Identity Constructive Identity Collective Identity | Fluidity of Identity – The idea that identity can change over time due to changes in circumstances. Constructed Identity – The process of people developing certain ideas about themselves and their identity based on their experiences. Negotiated Identity – The idea that many people can discuss and have different views about someone’s identity, and communicate this to change views. Collective Identity – The idea that people are grouped into certain stereotypes. In relation to Men’s Health we can see that there is a collective identity of men being powerful and muscular. |
| Paul Lazarfelt | Paul Lazarfelt developed the Two Step Flow model of communication in 1948. This suggested that messages are subject to noise, error, and feedback when being sent to others, unlike the Hypodermic needle model. | This theory suggests that the audience are ACTIVE NOT PASSIVE, in that audience consumption is based on consideration of what others think not a PASSIVE process of unthinking. |
| Uses and Gratifications | This theory recognises the decision making processes of the audience themselves. Individuals sought out particular pleasures from media texts, which can be categorised as: information / education empathy and identity social interaction entertainment escapism Made by Haas, Mcquail. | Men’s Health – Understanding self – By reading the magazine you might discover that you really like getting fit. Also, you could gain confidence and self esteem through getting fit and doing the things the magazines recommend, or by looking at the opinion leaders as role models. |
media theory
LANGUAGE
| SEMIOTICS Sausser | ||
| SEMIOTICS Barthes | The idea that texts communicate their meanings through a process of signification The idea that signs can function at the level of denotation, which involves the ‘literal’ or common-sense meaning of the sign, and at the level of connotation, which involves the meanings associated with or suggested by the sign | |
| SEMIOTICS C. S. Pierce | ||
| SEMIOTICS Baudrillard | in postmodern culture the boundaries between the ‘real’ world and the world of the media have collapsed and that it is no longer possible to distinguish between reality and simulation. The idea that in a postmodern age of simulacra we are immersed in a world of images which no longer refer to anything ‘real’. The idea that media images have come to seem more ‘real’ than the reality they supposedly represent (hyperreality) | SIMS |
| NARRATIVE Todorov | Tripartite narrative structure begining/middle/end equilibrium/disruption/new equilibrium The idea that all narratives share a basic structure that involves a movement from one state of equilibrium to another The idea that these two states of equilibrium are separated by a period of imbalance or disequilibrium The idea that the way in which narratives are resolved can have particular ideological significance | NO OFFENCE THE KILLING METROID TOMB RAIDER MENS OH! |
| NARRATIVE Freytag | ||
| NARRATIVE Bathes | ||
| NARRATIVE Chatman | ||
| NARRATIVE Propp | ||
| NARRATIVE Levi-Strauss | The idea that texts can best be understood through an examination of their underlying structure The idea that meaning is dependent upon (and produced through) pairs of oppositions – binary opposition drives the narrative The idea that the way in which these binary oppositions are resolved can have particular ideological significance | METROID TOMB RAIDER MENS OH! |
| GENRE Neale | genre as audience recognition genre is a mechanism which attracts audience as it is structured around a repertoire of elements genres change as society changes | NO OFFENCE THE KILLING METROID TOMB RAIDER MENS OH! |
| GENRE Schatz | most films fit into one of two genres: Genres of Order – western, gangsta, sci-fi Genres of Integration – musicals, comedy, romance |
REPRESENTATION
| IDENTITY Gauntlett | The idea that the media provide us with ‘tools’ or resources that we use to construct our identities. The idea that whilst in the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas Fluid – identity which has the potential to change Negotiated – the process of people coming to an agreement about their identity and other peoples identities Constructed – identity that has been built upon experiences and influences Collective- identity you gain from being part of a group suggests gender is fluid and ever changing | SIMS |
| IDENTITY Hall | The idea that representation is the production of meaning through language, with language defined in its broadest sense as a system of signs The idea that the relationship between concepts and signs is governed by codes The idea that stereotyping, as a form of representation, reduces people to a few simple characteristics or traits The idea that stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’ (e.g. through ethnocentrism) those to represent the media to us give their insight/view on the subject and therefore we learn more about them, than the subject different representations cause different effects | NO OFFENCE THE KILLING TEEN VOGUE THE VOICE METROID TOMB RAIDER SIMS MENS OH! |
| FEMINIST Mulvey | ||
| FEMINIST Butler | The idea that identity is performatively constructed by the very ‘expressions’ that are said to be its results (it is manufactured through a set of acts). the idea that there is no gender identity behind the expressions of gender. The idea that performativity is not a singular act, but a repetition and a ritual Gender is a social construct | METROID TOMB RAIDER MENS OH! |
| FEMINIST van Zoonen | gender is constructed through discourse, and that its meaning varies according to cultural and historical context. The idea that the display of women’s bodies as objects to be looked at is a core element of western patriarchal culture. the idea that in mainstream culture the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female. | THE KILLING METROID TOMB RAIDER SIMS MENS OH! |
| FEMINIST hooks | The idea that feminism is a struggle to end sexist/patriarchal oppression and the ideology of domination. The idea that feminism is a political commitment rather than a lifestyle choice. >The idea that race and class as well as sex determine the extent to which individuals are exploited, discrimination against or oppressed | THE KILLING |
| POST COLONIALISM Gilroy | The idea that colonial discourses continue to inform contemporary attitudes to race and ethnicity in the postcolonial era. The idea that civilisationism constructs racial hierarchies and sets up binary oppositions based on notions of otherness. | SIMS |
| POST COLONIALISM Lacan | ||
| POST COLONIALISM Said |
AUDIENCE
| Lasswell | hypodermic needle theory passive consumption Lasswells linear model of communication: sender, message, medium, reciever, effect involves a receiver simply accepting a message being given to them, rather than engage with it Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission’ | |
| Lazerfeld | two step flow of communication active consumption media messages are filtered through influential opinion leaders who interpret a message and first and then relay them back to the mass audiences | |
| McQuail, Blumler, Katz | uses and gratifications theory which recognises the decision making process of theory audience, highlighting how they seeking specific uses and gratifications when consuming media hey go through processes of selection, interpretation and feedback processes active selection information / education empathy and identity social interaction entertainment explores/challenges how media messages are produced, circulated and consumed escapism | |
| Hall | explores/challenges how media messages are produced, circulated and consumed The idea that communication is a process involving encoding by producers and decoding by audiences. The idea that there are three hypothetical positions from which messages and meanings may be decoded: the preferred reading, the negotiated reading or the oppositional reading. preferred reading is the producer’s intended message negotiated is when the audience understand the message but adapt it to suit their own values oppositional is where the audience disagrees with the preferred meaning this is due to different audiences and different identities – different age, gender, sexuality, ethnicity, backgrounds etc… a message “must be perceived as meaningful discourse and meaningfully de-coded” before it has an “effect”, a “use”, or satisfies a “need” | NO OFFENCE THE KILLING TEEN VOGUE THE VOICE METROID TOMB RAIDER SIMS MENS OH! |
| Gerbner | cultivation theory passive consumption The idea that exposure to repeated patterns of representation over long periods of time can shape. and influence the way in which people perceive the world around them (i.e. cultivating particular views and opinions) the idea that cultivation reinforces mainstream values (dominant ideologies). examines the lasting effects of media – Looking primarily at the relationship between violence on television and violence in society world syndrome – the cognitive bias whereby television viewers exposed to violent content were more likely to see the world as more dangerous than it actually is suggest that ‘television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources‘ (Gerbner et al 1986) ‘television’s major cultural function is to stabilize social patterns and to cultivate resistance to change‘ (1978: 115) mainstreaming – media consumption leads audiences to accept mainstream ideologies contradicted by Gauntlett – believes people only divulge in media that they believe will contribute to finding their individual sense of self – more active audience | NO OFFENCE THE KILLING METROID TOMB RAIDER SIMS |
| Jenkins | The idea that fans are active participants in the construction and circulation of textual meanings. The idea that fans appropriate texts and read them in ways that are not fully authorised by the media producers (‘textual poaching’). The idea that fans construct their social and cultural identities through borrowing and inflecting mass culture images, and are part of a participatory culture that has a vital social dimension | METROID TOMB RAIDER SIMS |
| Shirky | The idea that the Internet and digital technologies have had a profound effect on the relations between media and individuals The idea that the conceptualisation of audience members as passive consumers of mass media content is no longer tenable in the age of the Internet, as media consumers have a now become producers who ‘speak back to’ the media in various ways, as well as creating and sharing content with one another | TEEN VOGUE THE VOICE METROID TOMB RAIDER |
| Bandura | The idea that the media can implant ideas in the mind of the audience directly. ‘modelled learning’ The idea that audiences acquire attitudes, emotional responses and new styles of conduct through modelling. The idea that media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour | SIMS |
INDUSTRY
| Chomsky | -Manufacturing of consent -5 filters of mass media -very small amount of very powerful owners dictate the industry | |
| Habermas | ||
| Curran & Seaton | The idea that the media is controlled by a small number of companies primarily driven by the logic of profit and power The idea that media concentration generally limits or inhibits variety, creativity and quality the idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions | |
| Livingstone & Lunt | The idea that there is an underlying struggle in recent UK regulation policy between the need to further the interests of citizens (by offering protection from harmful or offensive material), and the need to further the interests of consumers (by ensuring choice, value for money, and market competition) The idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media regulation at risk | SIMS |
| Hesmondhalgh | The idea that cultural industry companies try to minimise risk and maximise audiences through vertical and horizontal integration, and by formatting their cultural products (e.g. through the use of stars, genres, and serials). The idea that the largest companies or conglomerates now operate across a number of different cultural industries idea that the radical potential of the internet has been contained to some extent by its partial incorporation into a large, profit-orientated set of cultural industries | THE KILLING METROID TOMB RAIDER MENS OH! |
Csp recap
Command word
Command word
describe– describe is saying what you see and know
compare– finding differences and similarities between 2 things
evaluate– using the information given explain what is going on
analyse– look into something in detail in order to describe what is going on
Knowledge– knowing what it means
understanding– having a deeper understanding how something really works
| what do i know | What do i understand what does it mean | |
| Noam Chomsky | 5 filters of media | |
| James Curran | ||
| semiotics | ||
| what do i know | What do i understand what does it mean | |
| Noam Chomsky | 5 filters of media | Chomsky’s theory can be applied to the rules and regulations of newspaper’s and how they tell us what they want us to hear controlling the masses through bias news |
| James Curran | power and media industries theory. | arguing that patterns of ownership and control are the most significant factors in how the media operate. Theoretically media studies and cultural studies are a study conducted to observe the patterns of cultural change in society that is influenced by the media in which the media takes an important role in the new forms of culture construction. |
| jurgan habermaus | he wrote a book The Structural Transformation of the Public Sphere in 1962 where he explained his public sphere theory | Habermaas’s theory is that the world is increasingly being taken over by political and economic systems. the public sphere is the world of politics where strangers come together to engage in the free exchange of ideas, and is open to everyone, whereas the private sphere is a smaller, typically enclosed world that is only open to those who have permission to enter it The ideology of the public sphere theory is that the government’s laws and policies should be steered by the public sphere and that the only legitimate governments are those that listen to the public sphere. |
| semiotics | ||
| representation | ||
| post colonialism | ||
| narrative theories | Narrative theory starts from the assumption that narrative is a basic human strategy for coming to terms with fundamental elements of our experience, such as time, process, and change, and it proceeds from this assumption to study the distinctive nature of narrative and its various structures | The idea that a story has two parts which are the important parts and the 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. |
| genre | Thomas Schatz: Only 2 Genres | Neale explains that Genre is a collection of structured repertoire of elements in which signify that a genre is a genre. For example a typically horror movie will have a dark forest, moody lighting, and dark colours. Neale also promotes the idea that genre is a process, that genres change as society and culture changes. As such, genres are historically specific and reflect / represent changing ideas, attitudes, values and beliefs of society at any particular moment in history. |
| key terms for industry business ownership | Public Service Media cross-ownership | The three main media business models are monopoly, oligopoly, and monopolistic competition. The print, recorded music, and film industries are generally oligopolies; television is generally monopolistic competition; and live event ticketing is essentially a monopoly. |
| Public Service Broadcasting | Public broadcasting involves radio, television and other electronic media outlets whose primary mission is public service. In many countries of the world, funding comes from governments, especially via annual fees charged on receivers. the ethos of the bbc is to inform entertain and educat | Horizontal Integration = When a conglomerate acquires media companies of the same media type. Vertical Integration = Ownerships that allow a media company to produce and distribute products. delivering impartial and trusted news, UK-originated programmes and distinctive content. |
| Lasswell | well known for his Model of communication hyperdermic needle theory “hypodermic needle theory”? – also known as magic bullet theory. – implied that mass media had a direct, immediate and powerful impact on the audience. | This model is also called a ‘linear model of communication’, ‘uni-directional process’ or ‘action model, because it describes a one-way process within communication. It is seen as one of the most influential communication models. The model consists of five components, that are used as an analysis tool for evaluating the entire communication process. The previous ‘W’ questions are the basis for these components. The answers to these questions provide insight into the communication between people. 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. |
| Lazarsfeld | founder of modern research surveys two-step flow of mass communication Paul Felix Lazarsfeld, popularly known as the founder of modern research surveys, made considerable contributions towards statistical survey analysis, panel methods, latent structure analysis and contextual analysis | This theory suggests that the influence of mass communication on the public is not linear, but a two-step flow of communication process. Information from the mass media is first conveyed to opinion leaders who use their social networks to spread the information to the people affected by it. |
| Uses and Gratifications | Mass Communication theory Created the early 1940s by Katz and Blumler (1974) | Uses and gratifications theory asserts that people use media to gratify specific wants and needs. The theory states that media consumers are passive consumers of mass communications; rather, they play an active role in media consumption. |
| stuart hall | Stuart Hall was a Jamaican-born British sociologist, cultural theorist and political activist. He was born in Kingston in 1932 then came to the UK in the 1950s and was later dubbed the “godfather of multiculturalism” for his contributions to Sociology. | representation is the ability to describe or imagine. Representation is important because culture is always formed through meaning and language, in this case, language is a symbolic form or a form of representation. Stuart Hall argued that cultural identity is not only a matter a ‘being’ but of ‘becoming’, ‘belonging as much to the future as it does to the past’. |
| George Gerbner | The George Gerbner Model of Communication is an extension of Lasswel’s communication model. developed what he called “mean world syndrome,” the belief that the world is more violent and brutal than it really is. | According to Gerbner’s research, the more time spent absorbing the world of television, the more likely people are to report perceptions of social reality that can be traced to televisions most common representations of life and society suggests that people who are regularly exposed to media for long periods of time are more likely to perceive the world’s social realities as they are presented by the media they consume, which in turn affects their attitudes and behaviors |
| David Gauntletts | This theory is sometimes referred to as the ‘pick & mix’ theory, as it allows audiences to pick which aspects of a text they want to construct their identity, whole leaving other bits well alone | Gauntlett believes that while everyone is an individual, people tend to exist within larger groups who are similar to them. He thinks the media do not create identities, but just reflect them instead. |
It helps identify how media texts are classified, organised and understood, essentially around SIMILARITIES and DIFFERENCE. Media texts hold similar patterns, codes and conventions that are both PREDICTABLE and EXPECTED, but are also INNOVATIVE (different) and UNEXPECTED.
Re-Cap
2023 January RAG
2022 RAG
Command Words:
Describe – Give an account of
Compare – Identify similarities and/ or differences
Evaluate – Judge from available evidence
Analyse – Separate information into components and identify their characteristics
Knowledge – having the ability to recall
Understanding – being able to recall knowledge then form opinions with evidence about it