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AS MEST 1 Section A Revision

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AS MEST 1 Section A Revision

  1. 1. Kate  McCabe    
  2. 2. Think…                   Kate  McCabe     Think…   Think…   Think…   Think…  
  3. 3. For  any  ques2on  on  Ins2tu2on  ask  yourself   who  the  ins2tu2on  is  –  their  access  to  money,   their  status,  the  link  with  adver2sers,  their   freedoms  and  restric2ons.  These  elements   have  an  influence  or  impact  on  the  final  media   text.  Ques2on  how  does  branding   communicate  the  ins2tu2onal  impact?  How   do  the  values    of  the  ins2tu2ons   communicate  impact?   Public Service Provider Link with Advertisers Illusion of Power given to Audiences Elite & Mass Marxist – One way text Liberal Pluralism – Audience control, interaction Hegemony – some negotiation of power Kate  McCabe    
  4. 4. Codes  &  conven2ons,  Media  language  or   forms  constructs  meaning  for  the  Audience.   Any  ques2on  on  Media  Forms  will  ask  you  to   consider  what  meanings  have  been   constructed  and  why?  How  does  it  fit  with   the  topic  of  the  text?  How  does  it  fit   with  dominant  ideology?   SAM SLATCARD Editing Techniques, speed, pace Mise-En-Scene Action & Enigma Codes Paradigm & Syntagm Narrative & Genre Hall’s Preferred Readings Symbols & Icons Kate  McCabe    
  5. 5. What  are  audience  expecta2ons  for  this  type  of   text,  from  this  ins<tu<on,  on  this   par<cular  topic?  Once  you  are  aware  of  this,   you  can  ques2on  how  the  text  appeals  to,  engages,   communicates  to  the  audience  by  mee<ng   those  expecta<ons?  Or  challenging,   shocking  or  surprising  them?   Katz & Blumler Uses & Gratifications Two-Step Theory influenced by Opinion Leaders Feeding into Moral Panics Passive engagement or Active engagement Active vs Passive theories of Audience Mass, Elite, Primary, Secondary, Niche User generated Content Kate  McCabe    
  6. 6. As  representa2ons  are  constructed  by  the  text   producers  (through  media  forms,  codes  &   conven2ons)  ques2on  how  it  reflects  or   creates  Dominant  Ideology.  Does  it  mirror   the  posi<ve  or  nega<ve  stereotypes   which  exist  or  does  it  challenge  or  add  new   perspec2ves  to  stereotypes?  Does  it  provide  a   recognisable  narra<ve  for  audiences?   Levi Strauss’ Binary Opposition Todorov’s narrative Structure Propp’s Character Types Mainstream, Marginalised, Voiceless Symbols & Icons Hall’s Preferred Readings Mise-en-Scene Cultivation & Desensitisation Kate  McCabe