Theorists

Question 1

Livingstone and Lunt

Answer 1

1. Technology makes regulation of media products very difficult
2. Powerful companies use their power to get away with not appropriately regulating material

Question 2

Curran and Seaton

Answer 2

1. Media companies are dominated by a small number of giant conglomerates, for example in film companies there is the ‘big six’
2. Due to focus on making money there is little variation in media products

Question 3

Henry Jenkins

Answer 3

Fandom, fan made content. Fan art, fan discussion, fan fiction, fan reviews ect

Question 4

Hesmondhalgh

Answer 4

1. Companies want to minimise risk and maximise profit
2. Vertical and Horizontal integration
3. Work across a variety of media platforms and companies
4. Focus on what’s popular causing a lack in variation
5. Controlling the release schedule
6. Detailed marketing (posters, website, ect)

Question 5

Clay Shirky

Answer 5

1. No longer such thing as a passive audience

We do things on social media to share content and discuss theories

Question 6

George Gerbner

Answer 6

1. Media repeats representations and people slowly think that these representations are truth

Question 7

Stuart Hall (Reception Theory)

Answer 7

1. Media products are encoded with hidden messages, this is the preferred reading
2. Some audiences take on an oppositional reading
3. Some audiences take on a negotiated reading
   These different readings are caused by social class and time period

Question 8

bell hooks

Answer 8

1. Femenism is the fight to end patriarchal oppression
2. Femenism is a political commitment and you need to be active politically to be a true femenist
3. Women are not discriminated against in the same way (linked to ethnicity and class)

Question 9

Van Zoonen

Answer 9

1. We get ideas about gender from media products we consume
2. Women are objectified by the media
3. Women’s bodies are a core element of western culture

Question 10

Judith Butler

Answer 10

1. Performing masculine and feminine things as rituals construct our gender

Question 11

Paul Gilroy (Post Colonialism)

Answer 11

Colonialism = Taking over a country a run and exploit it

1. In media products you can still see ethnic minorities being shown as powerless, weak, strange and exotic
2. Wateraid adverts make British people seem more powerful than Africans

Question 12

Baudrillard

Answer 12

The media doesn’t seek to replicate reality but to replace it

Question 13

Who was in Paris?

Answer 13

N

Question 14

David Guantlett

Answer 14

1. We construct our identity through media products we consume
2. Past = Stereotypical ideas about gender
   Present = Diverse representations

Question 14

Roland Barthes

Answer 14

Symbolic codes - codes that symbolise something else, cross = religion ect

Proairetic/action - a code that something will happen as a result of something else

Enigma - Hooks in the audience

Cultural codes - codes that only someone from a certain culture will truly understand

Question 15

Levi-Strauss

Answer 15

Binary oppositions - two things represented as complete opposites, put together in media products to create conflict and convey meaning

Question 16

Lasswell

Answer 16

Hypodermic Needle Theory - The idea that the audience is passive and the media are powerful, the media inject the audience with messages and control them.

Question 17

Blumler and Katz

Answer 17

Uses and gratifications theory

1. Entertainment/escapism
2. Education/information
3. Social interaction/personal relationships
4. Identification/Relatibility