theories
semiotics:
The science of signs
SIGN= Anything we can see, hear or feel that refers to something that we cant. PHYSICAL SIGNS= Signifier/ The sign as an object/denotation. PSYCHOLOGICAL SIGNS= Signified/The sign as a concept/connotation METAPHOR= A relationship between things based on a resemblance [Bull in a china shop]. METONYMY= A relationship based on association [The Press]. FIVE SYSTEMS OF MEANING- ROLAND BARTHES
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PHYSICAL SIGN: A young woman walks through a school courtyard with a young man. She is surrounded by boys from the school who are chasing after her. She is smiling and the older man in a brown suit is holding the boys back.
PSYCHOLOGICAL SIGN: The way the boys are chasing after the woman show that maybe they know of her or find her attractive showing that she is loved. The pristine white blouse that she is wearing connotes her innocence and purity and we can tell that she is upper class. The fact that she is the only female in the shot shows that she is in the spotlight and is the main character. Natural lighting shows a happy and calm atmosphere and this is reinforced by the way that both the young man and woman are smiling. |
toderov's narrative theory
- EQUILIBRIUM
- DISRUPTION
- RECOGNITION
- ATTEMPT TO REPAIR
- NEW EQUILIBRIUM
levi-strauss - binary opposition
A binary opposition is a pair of related terms or concepts that are opposite in meaning. [eg. good vs evil/ rich vs poor]
Critics of the theory have aurgued that although everything has an opposite, everything also has a medium.
Critics of the theory have aurgued that although everything has an opposite, everything also has a medium.
propp's character types
- HERO
- VILLAIN
- LOVE INTEREST
- MENTOR
- HELPER
- SIDEKICK
- HENCHMEN
- FAMILY MEMBER
- FALSE HERO
hypodermic needle theory
What the media does to the audience
- Mass media/ mass communications makes people powerless to resist messages the media carries.
- Consumers are 'drugged', 'addicted' or 'hypnotised'.
- Hypodermic needle theory taken up with protection of young, link between violence and media.
- Frankfurt school: Marxist Germany intellectuals reacting against Nazi propaganda and US advertising- suggested the power of big corporations and the state to control how we think.
- Rise of TV in the 50s and 60s - Fear of danger to children.
- Influence of behavioural scientists - Media may reinforce attitudes through repetition.
- The problems with violence are often social/psychological not to do with the media.
- The media can often be positive rather than harmful.
uses and gratification
What the audience do with the media.
- Users of the media use texts to satisfy certain needs
- Based on Maslow's Hierarchy of needs
U&G - DENIS MCQUAIL [1987]
Structural
- INFORMATION: finding out about the world; seeking advice; satisfying curiosity; education; gaining security through knowledge.
- PERSONAL IDENTITY: reinforcement of personal values;models of behaviour; identifying with valued other; gaining insight to ones self.
- INTEGRATION AND SOCIAL INTERACTION: gaining insight into circumstances of others; identifying with others; basis for conversation with others; substitute for real life companionship; helping to carry out social roles; enabling connection with friends , family and society.
- ENTERTAINMENT: escapism; diversion; relaxation; cultural or aesthetic enjoyment; filling time; emotional release.
Structural
- Environmental: background noise; companionship; entertainment.
- Regulative: keeping time; part of a pattern of daily life.
- Communication Facilitation: experience illustration; common ground; conversation starter; anxiety reduction; agenda to talk; value clarification.
- Affiliation/Avoidance: physical/verbal contact/neglect; family solidarity; family relaxant / conflict reducer; relationship maintenance.
- Social learning: decision making; behaviour modelling; problem solving; value transmission; legitimisation; information dissemination; education.
- Competence/Dominance: role enactment; role reinforcement; substitute role portrayal; intellectual validation; authority exercise; gate-keeping; argument facilitation.