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Media terms


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Media terms

  1. 1. Media Language<br />
  2. 2. Theory Language<br />Representation – Refers to the construction in nay medium (Especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and distract concepts.<br />Hegemony– Cultural – Hegemonic norm – Leading Ideas – “Given” – Things you don't think about – Norms & Values.<br />Hyperbole – Exaggerating something – “Hyper”<br />Ideology – Study of ideas – An ideology is a belief system that is constructed and presented by a media text. Examples – Capitalism, Marriage, Male superiority.<br />Hegemonic Values- The police are always right, men are better drivers than women.<br />Stereotypes – Stereo types in media text are “types "Rather than complex people – stereotypes are often defined by their role, such as “bad cop” or “nice old lady”<br />
  3. 3. Selected & Constructed<br />The Idea of the Gaze – The gaze can be characterised by who is doing the looking.<br />Extra digetic Gaze – Where the person is depicted in the text & looks at the spectator such as an aside or an acknowledgement of the “fourth wall”.<br />The cameras gaze – Which is the gaze of the camera, and is often equated to the directors gaze.<br />Intra – digetic gaze – Bart & Lisa watching itchy & Scratchy.<br />Intertextual references – A reference from another text e.g. Simpsons taking the Mick of “friends”<br />Semiotics – study of science & symbols<br />Zeitgeist– “spirit of the age”<br />
  4. 4. Semiotics<br />Semiotics – The study of signs.<br />Three Types:<br />Iconic – these signifiers always resemble what the signify – ‘A window of the World’<br />Indexical– these signifiers act as evidence: smoke means fire; sweat proof of effort.<br />Symbolic– these are visual signs that arbitrarily linked to references.<br />
  5. 5. Semiotic terms<br />Binary opposites/oppositions: sets of opposite values said to reveal the structure of media texts. These define through their opposites and choose a lesser & greater position e.g. Man/woman, Weak/strong.<br />Conventions: ‘un-written rules’ in the production of main-stream texts. Dominant codings in any media.<br />Polysemic: literally ‘many sings’ an image which there are several possible meanings depending on ways it constituent signs are read.<br />Metonymy: literally ‘substitute naming’ a figure of speech in which an associated detail or notion is used to invoke an idea or represent an object.<br />Synecdoche: the idea that ‘part’ of a person, an object, a machine, ect, can be used to represent the ‘whole’ and work ad an emotive or suggestive short hand for the viewer, who invests the ‘part’ with symbolic associations.<br />