Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to KEY CONCEPTS
Similar to KEY CONCEPTS (20)
More from iammrhaywood
More from iammrhaywood (20)
Recently uploaded
Recently uploaded (20)
KEY CONCEPTS
- 4. AUTHOR AUDIENCE AUTHOR: The person/people responsible for putting meaning and ideas into a piece of media. AUDIO/VISUAL • Script Writer • Director • Editor • Director of photography (DP) PRINT • Writer • Photographer • Editor
- 5. AUTHOR AUDIENCE AUDIENCE: The people who consume the piece of media. TARGET AUDIENCE The people that the author/s intended to be the type of people that would consume the piece of media. MASS/MAINSTREAM AUDIENCE: As wide and diverse an audience as possible, containing people from different social groups, different genders, ethnicities, age groups etc. (STRICTLY COME DANCING) NICHE AUDIENCE: Relatively small and focused group of people with a specific interest. (A documentary on rope making)
- 6. AUTHOR AUDIENCE AUDIENCE AS READER (Reception Theory) We often refer to the idea of the audience ‘reading’ the media. According to Stuart Hall, they read it in several different ways. PREFERRED READING The audience get the exact meaning intended by the author. OPPOSITIONAL READING The audience totally reject the meaning intended by the author. NEGOTIATED READING The audience share some common ground with the meaning intended by the author but not all of it. ALTERNATIVE READING The audience have an unexpected and unintended interpretation of the piece of media so they bring a totally different meaning to it.
- 9. IDEOLOGY AUTHOR AUDIENCE IDEOLOGY : The study of the way that ideas are made and transmitted. The ideology of the author will influence the way they make and use the media and the ideology of the audience will influence the way that they read the media.
- 10. IDEOLOGY AUTHOR AUDIENCE HEGEMONY/DOMINANT IDEOLOGY This term describes the ideas that are held by either the majority of people or the most powerful people. According to Karl Marx, the people that control production, control the ideology of the masses. So, if we apply that to media production we can see that a Marxist way of looking at media production might say that the author of a text controls the ideology of the audience. This could lead to the portrayal of different groups of people in ways that dictate how we think about them. For example, if every media portrayal of immigrants into this country portrays them as criminals and predators then people will inevitably start to think that way about them.
- 11. IDEOLOGY AUTHOR AUDIENCE PLURALISM This is the opposite process to hegemony. If the author deliberately tries to challenge the way that the audience thinks about an issue or a group of people by showing them as being able to do things that are outside of the stereotypes we normally expect, this breaks down the hegemonic reading and creates a pluralistic one. For example, if we made a documentary about a group of Bulgarian immigrants studying hard for their GCSEs and all achieving A stars.
- 12. IDEOLOGY AUTHOR AUDIENCE INSTITUTION INSTITUTIONS: These are the large organisations that are involved in producing the media. Often they are mostly concerned with making money. Sony, for example, are mostly driven to make media so that people will pay to consume it. Some companies will make media to make money but the ideology of the institution will also influence the ideology of the author. For example, Fox News is notorious for pushing the right wing agenda of Rupert Murdoch. Companies like the BBC make media but rather than profit, they have a remit to provide a service for their audience.
- 13. IDEOLOGY AUTHOR AUDIENCE INSTITUTION INSTITUTIONS: When you are analysing magazines or movies for your coursework you need to be aware of the institution that makes them and to consider how this might have an impact on the ideology of the piece of media. Ask yourself: What do the people who make this want from their audience? What socio-political messages do they want to convey? What other media industries are they involved in?
- 14. IDEOLOGY AUTHOR AUDIENCE INSTITUTION INSTITUTIONS: An example of an institution is the Bauer Media Group Bauer Media Group publish a variety of different magazines, including publications as diverse as KERRANG! and GRAZIA. It seems clear that their objective is to cater to a variety of niche audiences and thereby make money. They seem to have no political agenda beyond this. They also own TV and Radio channels and so they can sell their products through vertically integrated cross media convergence.
- 16. IDEOLOGY AUTHOR AUDIENCE INSTITUTION Any form of media that can be used to convey meaning/ideas from the author to the audience is called a text.
- 17. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE MEDIA LANGUAGE: This term refers to the way that the text constructs meaning for the audience. It looks at the technical features of a text and asks how they have been manipulated by the author.
- 18. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE PRINT MEDIA Image (Incl. mise en scene, framing, lighting, shot length/camera angle), Text (The written word), Fonts, Layout/Design, Use of colour, Language choices. AUDIO-VISUAL MEDIA Mise en scene, framing, lighting, editing, sound, shot length, camera angle/movement, script
- 19. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE FERDINAND DE SAUSSURE: SIGNS – SIGNIFIERS - SIGNIFIED SIGNIFIED is an idea or a concept or a piece of meaning. A SIGNIFIER is the image or sound or piece of text that stands in for that piece of meaning. A SIGN is like a symbol made up of a SIGNIFIER and the thing being SIGNIFIED.
- 20. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE FERDINAND DE SAUSSURE: SIGNS – SIGNIFIERS - SIGNIFIED SIGNIFIED is an idea or a concept or a piece of meaning. A SIGNIFIER is the image or sound or piece of text that stands in for that piece of meaning. A SIGN is like a symbol made up of a SIGNIFIER and the thing being SIGNIFIED. This is a SIGN SIGNIFIER = Image of brain SIGNIFIED = Ideas of Author
- 21. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE ROLAND BARTHES: DENOTATION & CONNOTATION DENOTATIVE content is the surface meaning of a text. CONNOTATIVE content is the meaning that the audience gives to it.
- 22. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE DENOTATION: 3 red roses CONNOTATION: Love ROLAND BARTHES: DENOTATION & CONNOTATION DENOTATIVE content is the surface meaning of a text. CONNOTATIVE content is the meaning that the audience gives to it.
- 23. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE STUART HALL: Preferred reading – Love Negotiated reading – Lust Oppositional reading – Lost love/pain ROLAND BARTHES: DENOTATION & CONNOTATION DENOTATIVE content is the surface meaning of a text. CONNOTATIVE content is the meaning that the audience gives to it.
- 24. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION REPRESENTATION: A word, sound, image or set of images/sounds in a media text that stands in for something else.
- 25. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION REPRESENTATION: A word, sound, image or set of images/sounds in a media text that stands in for something else.
- 26. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION REPRESENTATION: In this painting, The Treachery of Images, Magritte points out an important difference between the representation and the thing being represented. He is suggesting that we need to understand that representations are not real. This is especially important when we start talking about people.
- 27. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION SOME TERMINOLOGY Stereotype: A commonly held value or belief about a person, social group, place or thing. Archetype: The perfect/original example (contains most/all elements of stereotype). Countertype: A representation that contradicts/breaks the stereotype.
- 28. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION SOME TERMINOLOGY Stereotype: A commonly held value or belief about a person, social group, place or thing. Archetype: The perfect/original example (contains most/all elements of stereotype). Countertype: A representation that contradicts/breaks the stereotype.
- 29. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION SOME TERMINOLOGY Stereotype: A commonly held value or belief about a person, social group, place or thing. Archetype: The perfect/original example (contains most/all elements of stereotype). Countertype: A representation that contradicts/breaks the stereotype. Beetroot juice, folic acid Ph. D in astrophysics
- 30. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION WALTER LIPMANN “stereotypes may be the core of our personal tradition, the defenses of our position in society. They are an ordered more or less consistent picture of the world, to which our habits, our tastes, our capacities, our comforts and our hopes have adjusted themselves. They may not be a complete picture of the world, but they are a picture of a possible world to which we are adapted. In that world, people and things have their well-known places, and do certain expected things. We feel at home there. We fit in. We are members.”
- 31. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION WALTER LIPMANN (In a nutshell) Stereotypes help us identify the groups we fit into and what is expected of us within that group. They help us identify other groups and may dictate our interactions with them.
- 32. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION RICHARD DYER “the use of stereotypes, has to be acknowledged as a necessary, indeed inescapable, part of the way societies make sense of themselves.” “it is not stereotypes, as an aspect of human thought and representation, that are wrong, but who controls and defines them, what interests they serve”
- 33. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION RICHARD DYER (In a nutshell) When we examine a representation, we need to be aware of the ideology and agenda of the author and of the institution funding that author. What story are they trying to tell their audience about that particular social group and why?
- 35. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE NARRATIVE What is the story being told? How is the story being told? What is the structure? How is the audience meant to read that story?
- 36. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE KEY WORDS Structure Linear/Non Linear – Flash Backs etc. Interactive Narratives
- 37. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE NARRATIVE CODES (ROLAND BARTHES) Proairetic Code, Hermeneutic Code, Semantic Code, Symbolic Code, Cultural Code
- 38. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE PROAIRETIC CODE (ACTION CODE) This creates tension for the audience associated with physical action. It is not always resolved quickly, but the narrative question that emerges is a simple one. Will he fall?
- 39. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE HERMENEUTIC CODE (ENIGMA CODE) Also creates tension for the audience by constructing an enigma that the audience hopes will be resolved. Resolving hermeneutic tension is usually more complicated and may form the basis for the extended narrative. Why is he standing on a ledge?
- 40. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE SEMANTIC CODE (CONNOTATION) A semantic code is the story we can read into an image. What stories is this image telling you?
- 41. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE SEMANTIC CODE (CONNOTATION) What stories is this image telling you?
- 42. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE SYMBOLIC CODE (BEWARE THIS ONE CAN GET COMPLICATED) Symbolic codes combine semantic codes to create a deeper meaning. This meaning is often created by the idea of antithesis or binary opposition. (EXAMPLE OF BINARY OPPOSITION – Good vs Evil, Order vs Chaos, Old vs Young)
- 43. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE SYMBOLIC CODE (BEWARE THIS ONE CAN GET COMPLICATED) Symbolic codes combine semantic codes to create a deeper meaning. This meaning is often created by the idea of antithesis or binary opposition. (EXAMPLE OF BINARY OPPOSITION – Good vs Evil, Order vs Chaos, Old vs Young)
- 44. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE CULTURAL CODE This one is not easy to pin down, especially in an age of such ideological diversity. It is used to describe an idea that is held as universally true by a culture and is usually based on scientific or religious belief, but not always. e.g. spare the rod, spoil the child (religious), human beings are apes (scientific)
- 45. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE CULTURAL CODE Here is another example that is neither scientific nor religious. I think it works as a universal truth, certainly reactions to my rejection of it as truth suggest it is somewhat accepted.
- 48. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE Codes and Conventions
- 49. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE What do we expect to see?
- 50. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE GENRE Alastair Fowler: “One advantage of genres is that they can rely on readers already having knowledge and expectations about the works within a genre”
- 51. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE GENRE Christine Gledhill: “Genres can be seen as a kind of shorthand, increasing the efficiency of communication”
- 52. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE GENRE John Fiske: “the assignment of a text to a genre influences how the text is read” “Genre constrains the possible ways in which a text is interpreted, guiding readers to a preferred reading”
- 53. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE GENRE Steve Neale: “pleasure is derived from repetition and difference” Nicholas Abercrombie: “We derive please from observing how the conventions of a genre are manipulated”
- 54. IDEOLOGY AUTHOR AUDIENCE INSTITUTION MEDIA LANGUAGE REPRESENTATION NARRATIVE GENRE COURSEWORK IMPLICATIONS: In what ways does your media product use, develop or challenge forms and conventions of real media products?