Key Theory

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Key Theory


Semiotics - Roland Barthe

 - Signs - Anything can have a meaning
- Signifiers - thing that creates meaning
- Signifieds - the meaning that is created.
                                                                    Example: Open
                                                                    Signified - To start something new
Codes: Any element of media language that creates meaning for the audience.

 - Hermeneutic Code - Also know as enigma code, anything within a media product that creates mystery or suspense.
- Proairetic Codes - Also known as action codes, something within a media product that suggests something will happen. E.g. The cracking of knuckles/a fights going to break out.
- Symbolic Code - Something within a media product that creates a deeper meaning for the audience.
Claude Levis Strauss - Structuralism

Our entire perception of the world is based on binary opposites.
e.g. There would never be a hero is there was no villians. We need bad in society to have good in society.

 David Gaundlet - Theories of Identity

 It is through media of which allows audiences to construct their own identities.

 There are many more representations of gender than the traditional 'gender binary'.

 Steve Neale - Theories around genre

 Genre exists as a classification system so that a producer knows what they need to include in a media product in order to have it classified as they wish. Also it allows audiences to classify films and find similar films they might be interested in. However it gives people expectations of what can sometimes be false. It gets films made. Genres exists so a target audience can be chosen and then a specification for the genre can be made. Genre is manipulative and cynical - the audience is presented almost as zombies - only exist to generate a profit.

 Media is essentially instances of 'repetition and difference'. He suggests that texts need to conform to some generic paradigms to be identified within a certain genre - but must also subvert these conventions in order to not appeal identical.

 Tzvetan Todorov - Narratology

 Establishment of Equilibrium
->
Disequilibrium
->
Partial Restoration Of Equilibrium

 A STATE OF BALANCE

 'New Equilibrium' - things don't always go back to normal - sometimes they are better.

 Narrative is moving from one state of equilibrium or another.

 Stuart Hall -  Reception Theory

 Dominant Reading -  The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.

 Oppositional Reading - The audience completely disagrees with what they see, and rejects the dominants reading. (e.g. I hate Africa, I don't care.)

 Negotiated Reading - The audience generally agrees with what they see, but they may disagree with certain aspects.

 Factors that affect an audiences response:
- Their own personal lives
- Moral Beliefs
- Finical situation 
- Religion
- Ethnicity
- Age
- Sexuality
- Gender Identity
- Choice of TV program
- What time it is
- Location

 Curran and Seaton - power and media industries:

 Media is controlled by a small number of companies primarily driven by profit and power.

 Media concentration limits variety, creativity and quality.

 More socially diverse patterns of ownership can create more varied and adventurous media productions.

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