AUDIENCE

Frankfurt school + effects model 

 Worried about the possible effects of mass media.
Effects Model considered that individuals in society were susceptible to media messages.
Media is hypodermic syringe.
Media injected thoughts.
accepted without question.

CULTIVATION THEORY - 

Audiences watch more + more they develop certain views about the world - some are false.

DESENTISISATION - 

Less sensitive to violence + abuse.

NOT DIRECT

NOT PASSIVE 

ABERCROMBIE - 

Not blank they have prior beliefs which determine how effective media messages are.

DAVID MORLEY - 

Different main kinds of readings 

DOMINANT - 

Shares the programmes codes + fully accepts the programmes preffered reading 

NEGOTIATED - 

partially shares programmes code + accepts the preffered reading.reflects position + interests.

OPPOSITIONAL - 

Does not share any and create new interpretation.

HART - meaning is in the reading.audiences are needed to create a meaning.range of meanings.

STUART HALL - 

Texts a encoded with a preferred meaning.Audiences are active.

REPRESENTATION

Representation can be a single image,sequence or whole programme.
Media does not present reality but re-presents it.
Stereotypes are used to enable an audience to instantly identify and understand the meaning of the text.Extreme representation.Usually negative.Evident when there is a power imbalance.

SULLIVAN - 

Various powerful interests operate to ensure that particular representations are manifested.

CHOMSKY - 

The media serves interests of the state + corporate power.

IDEOLOGY - 

Set of beliefs + ideas presented in media texts.DOMINANT IDEOLOGY - Accepted and understood by the majority as part of culture + expectations.

HEGEMONY - 

GRAMSCI -

Hegemony as the way in which those in power maintain their control.Accepted hegemony is that police are always right.

ALTHUSSER - 

Ideology is a force in it's own right.reinforces common sense via assumptions,attitudes and expectations.

WOMEN IN FILM - 

Women are shown to be active or passive.

LAURA MULVEY - 

Influenced by freud.

Women are 'tobelookedatness' - objectified.

object of desire 

erotic pleasure of the male viewer

male gaze 

madonnas or whores - sexualised + respectable 

MOLLY HASKELL

3 Types of women 

EXTRAORDINARY - 

Strong,powerful figures - Hepburn

ORDINARY - 

Common,passive -often the victim
often in soap operas

ORDINARY TO BECAME EXTRAORDINARY -

Rise and endure.

Concerned with domestic + romanticized

Narrative themes women are involved in.

Sacrifice

Affliction - secret 

choice - decision 

competition  

ALLAN ROWE - 

Making sense of what is seen + anticipating the answers.

ROLAND BARTHES - 

Texts can open or closed - one single meaning or many different.Process is called narrative codes.

Answers + questions to intergrate the viewer.Symbols + signs - semiotics.

TODOROV'S - 

All narratives follow a 3 part structure.EQUALIBRILUM,DISEQUALIBRILUM,NEW EQUALIBRILUM 

Introduce characters + settings.

VLADIMIR PROPP - 

Only a certain number of characters 

HERO - LIAM 

HEROINE - NICOLE

MENTOR - HOMELESS MEN 

VILLAIN - JENNI 

BERGER - LOVE VS HATE,HAPPINESS VS SADNESS 

 

GENRE

ALTMAN -
Set of pleasures.Audiences choose genres to watch via prior experience + knowledge.
MITTELL - Genre is used to sell products to the audience.Makes reference to peoples knowledge of society.
GENRE IS NOT FIXED.THEY EVOLVE.
DAVID BUCKINGHAM - Genre is not given by culture but in process of negotiation and change.This can shown via hybridity where two genres are spliced.