Key concepts and theorists 1b

1. Key concepts and
Theorists 1B

2. Genre and Top 3 Theorists
 Theorists:
 Daniel Chandler
 John Hartley
 Steve Neale
 Genre is the categorising of texts through style and particular elements.
When classifying a text there are certain key elements. These
elements range from physical appearance to the music itself to even font
appearance (in relation to its medium). In regards to my AS music
magazine it's clear to see my genre is that of dance/house music as I have
clearly displayed colour schemes, props and such that would clearly reflect
the genre.

3. Narrative and Top 3 Theorists
 Theorists:
 Tvzetan Todorov
 Vladimir Propp
 Claude Levi-Strauss
 Narrative is important as it gives a music video give a story. Narrative not
only displays an entertaining visual but yet gives the video, or even song,
structure much similar to that of a story. In relation to my AS coursework my
main feature article was an indepth story of my main feature
character/artist ‘Darwin’ a persona in which I created. Therefore narrative
was a large aspect of my magazine.

4. Audience and Top Theorists
 Theorists:
 Herta Herzog
 Stuart Hall
 As audiences are exposed to certain elements through media they are
able to develop opinions about the world which can potentially be false.
This is known as 'The Hypodermic Model’. Media can also lead to the idea
of 'Personal Identity' meaning that people can somehow 'find' themselves
through behaviours portrayed by the media. Desensitisation is another
major factor when discussing audience, as it means that if shown to much
violence or sexuality we will therefore be less sensitive when faced with
these situations in real life.

5. Representation and Top Theorists
 Theorists:
 Daniel Chandler
 Walter Lippman
 Representations revolve around the ideologies, meanings and values that
are presented to/through media institutions. Representations influence
social attitudes to groups within society, however these attitudes can be
negative and stereotypical, for example when depicting women to
perhaps have less power in a situation and such.

6. Media Language and Top Theorists
 Theorists:
 Ferdinand De Saussure
 Roland Barthes
 Media Language/key media terminology basically outlines and specifies the important factors of
media aspects. Key terminology includes:
 Aesthetics
 Relativism
 Intentionality
 Iconography
 Binary Opposites
 Denotation
 Connotation
 Archetype