Cultivation Theory - George Gerbner - keep seeing a representation on the media and it reinforces a stereotype- people who watch soaps think there is more divorce in society than there actually is - tv and advertising - passive audience.
Roland Barthes - Myths are created in society by the media.
2 Step Flow - Paul Lazarsfel - opinion leaders influence society more than the original text does - this relates to film critics influencing you to watch a movie .
Uses and Gratifications - a text can inform, entertain, cause you to identify with the characteristics in the text, meet your social needs.
Stuart Hall - Reception Theory - Texts are created by producers with a meaning in mind that might be read differently by an audience due to their social or cultural backgrounds - Preferred or dominant reading, oppositional reading and negotiated reading - (oppositional would be: if a sympathetic character in a soap has an affair then an audience of very religious Christians would no like the character anymore)
Maslow's Hierarchy of Needs - media texts meet the needs of an audience - e.g. some car ads sell the car on its safety; aftershave adverts sell sex; Coke adverts sell the idea of friendship.
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