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.