MEDIA
THEORY Ultimate guide to revision
101
MEDIA LANGUAGE
BARTHES Semiology
Connotative Analysis
BARTHES Semiology
Key Ideas
o Semiology is the study of signs and symbols o Signs point to meanings; signifiers -> signified o Signifiers are Denotations the literal meaning o Signified are Connotations the associations we make o Meaning is a myth; our ideology
BARTHES Semiology Signs Symbols Signifiers Denotations Signified Connotations Myth Ideology
Terminology
BARTHES Semiology
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The symbol of the short red dress signifies femininity and with the juxtaposition of the written code ‘date’, connotes a flirtatious character.
Analysis
BARTHES Semiology
Applications
Helps us to think about the construction and deconstruction of meaning. Helps us to consider cultural impact on meaning. Draws attention to an assumed shared view; ideology.
BARTHES Semiology
Limitations
Doesn’t explain how audiences interpret meaning differently if shared view is assumed. Makes basic conclusions about the construction and deconstruction of meaning; the contexts of a product are important factors. Isolated signs within a product don’t reveal full meaning. Can ignore the producers intended meaning.
BAUDRILLARD Postmodernism
Intertextual Products
BAUDRILLARD Postmodernism
Key Ideas
o Society has moved beyond ‘modernism’ in art and culture as well as ideology. o Meaning and value is created through difference. o Individuals construct their identity in a world of simulation, caused by implosion of differences (gender, class, politics, etc.) where social distinctions are less important. o Postmodernism is about simulation; representations of reality.
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BAUDRILLARD Postmodernism
Key Ideas
o Hyperreality is a media simulation that blurs the lines between reality and representation; audiences can’t separate the two. o The media creates representations using signs and symbols that no longer refer to real things, but rather things created by the media. o We experience events through the media, therefore we only experience simulation.
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BAUDRILLARD Postmodernism
Terminology
Simulation Identity Hyperreality Irony Pastiche (Homage) Parody Intertextuality
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The iconic symbol ‘X’ is an intertextual reference which broadens the meaning of the word ‘extra’ for a media literate audience. Hyperreality is perpetuated through the narrative implied by using an visual code of Sharon O.
BAUDRILLARD Postmodernism
Applications
Helps us consider the cultural context of products. Helps to deconstruct media products that refer to other media products or where there is no sense of the ‘real’ lying behind the representation. Helps to understand complex representations and meanings that require audience prior knowledge to interpret intended reading.
BAUDRILLARD Postmodernism
Limitations
Not specific to a particular form of media. The idea that identity is influenced by simulation is a basic assumption. Society still places value on ‘things’ that are perpetuated through stereotypes and representations in the media; shows society hasn’t ‘moved on.’ Meaning is constructed by the producer and is essential for mass media to ‘work’.
High level of academic theory which cannot be understood fully in isolation from other works such as that of Marx, McLuhan and Lyotard.
TODOROV Narratology
Media Narrative
TODOROV Narratology
Key Ideas
o Narrative is structured into parts. o Narrative can be seen to progress from a state of equilibrium to a new equilibrium; where something is transformed. o Disruption (disequilibrium) and how it is solved is what drives the narrative forward. o Transformation expresses what the narrative values.
TODOROV Narratology Equilibrium Disruption Disequilibrium New Equilibrium Resolution Transformation
Terminology
TODOROV Narratology
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Analysis
The cover pays homage to Thatcher which implies an equilibrium to the narrative of a female PM; the emphasis on the written code ‘IS’ in red, signifies a change and therefore a disruption in the narrative and something which needs to be resolved.
TODOROV Narratology
Applications
Widely applicable to a range of media forms as structure provides audiences with familiarity. Causes us to think about the significance of the transformation; messages, values and ideology. Helps us to think about ongoing stories as series of disruptions with possible resolutions.
TODOROV Narratology
Limitations
Designed to explain single narratives rather than ongoing stories such as news, or LFTVD. Ignores the tendency in current media towards postmodern narratives rather than linear. Ignores other elements of narrative that are important to establish character, create cliff-hangers or enigma.
LEVI-STRAUSS Structuralism
Media Narrative
LEVI-STRAUSS Structuralism
Key Ideas
o Structuralism is the study of rules that govern structure. o Levi-Strauss thought he could learn about people by observing myths and stories from around the world (as one system). o Levi-Strauss considered the myths and stories to be ruled by a structure of opposing ‘things’; binary oppositions. o Binary oppositions is a system of ideology as much as it is the human mind.
LEVI-STRAUSS Structuralism Binary Opposition Conflict Ideology Structure Rule System Narrative
Terminology
LEVI-STRAUSS Structuralism
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The cover creates parody through the intertextual reference to Dad’s Army, which perpetuates a binary opposition between Cameron and readers. The ideological difference between sides creates conflict in the narrative.
Analysis
LEVI-STRAUSS Structuralism
Applications
Draws attention to the way conflict and disruption is constructed in a media product; and for what purpose (e.g. audience taking a position through mode of address). Widely applicable to a range of media forms as structure provides audiences with familiarity. Ideological reasons help to consider why producers might attempt to disorientate the audience through unclear or transient oppositions. Opposing sides and their success in conflict draws attention to messages and values.
LEVI-STRAUSS Structuralism
Limitations
Ignores ownership and control of the media product despite links to ideology. Ignores how the audience interpret meaning.
High level anthropology theory and doesn’t refer to a particular media form.
NEALE Genre
Media Genre
NEALE Genre
Key Ideas
o Genre is a process by which generic codes and conventions are repeated in media products, enabling their categorisation. o Producers and audiences share the meaning of these codes and conventions, enabling a sense of familiarity and expectation. o The ‘process’ implies that genre is not fixed but it evolves as new products are created. “Instances of repetition and difference.” o Genre codes and conventions can be referenced across media forms; the intertextual relay.
NEALE Genre Genre Codes & Conventions Intertextual Relay Repetition Difference Hybrid
Terminology
NEALE Genre
Analysis
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The i newspaper borrows conventions from online platforms to create a more interactive layout. The repetition in the use of central headline and large images maintains the compact tabloid hybrid genre, while the masthead creates difference to make this brand stand out.
NEALE Genre
Applications
Widely applicable to a range of media forms. Explains the relationship between media language choices, audiences and producers. Shared nature of genre explains the ever transforming media landscape and use of codes and conventions. Intertextual relay draws attention to audience developing expectations of a media product or form.
NEALE Genre
Limitations
Products with high budgets have more than just genre to sell them to audiences which emphasises difference rather than any similarity. Primarily developed to explain film products, where genre is a vital marketing tool, so ignores products that rely on existing loyalty.
LANGUAGE Barthes Baudrillard Levi-Strauss Neale Todorov
MEDIA
THEORY Ultimate guide to revision
101