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Description
Flashcards by serenamackintosh, updated more than 1 year ago
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Created by serenamackintosh
almost 9 years ago
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| Question | Answer |
| Reception theory? | How individuals interpret and received text. Working on Stuart Hill's model of relationship between text and the audience. Of how audience encode and decode text. |
| What is preferred reading? | Through recognized code and convenctions and by drawing on audience's expectations they can make an agreement on what the code means. -Preferred reading- |
| What is oppositional reading? | If the audience disagree with the preferred reading and read the text in a different way. |
| What is negotional reading? | Is when the audience acknowledges the preferred reading but modifies it to suit their own values and opinions. |
| What is moral panic? | Moral panic is cyclical in motion, they are when the media use a scapegoat to explain an issue and through various methods of manipulation they persuade their audience to believe that the issue has been discovered and solved through the controlling of the scapegoat.. |
| How can disprortionate reactions by the public be bad? | They are seen as endangering social values therefore solutions must be seen to be found in order to prevent mass hysteria. |
| What is the cycle of a moral panic? | A crisis or event happens and is reported in the media. Sensification: the public becomes sensitive to the issue. Witch hung: Deviants in society are found and become scapegoats to the issue. Amplifications: The issue of the deviant is now known to be fact. Panic- the deviant issue has escalated the original problem is disguised. There is panic in general public. Counter action- Goverement punishment is agreed on to take action against the deviants. |
| In relation to 'Bowling for Colombine' | Deviant act- Eric Harris and Dylan Klebold go on a murderous rampage through their school; killing 12 students and one teacher. Identification of minority: Teenagers labeled as 'little time bombs.' Simplification of cause: Heavy metal music, violent video games, Marilyn Manson? Stirring the public indignation: News stories on other school plots. Stamping down hard: zero tolerance policies in schools; metal detectors/ school dress code. |
| The role of the media? | Events can be exaggerated by the media to seem worse than they actually are. The cause of the event is simplified to make them seem fixable. However the actual cause of the events are never explored and the real problem never fixed. |
| What can the media audience be defined as? | Location, Consumption, Size and Subjectivity. |
| How? | Audience- the domestic consumption of media output raises questions about regulation and control. Consumption- Audiences are defined by what they consume. Size- There is a need to distinguish between mass and niche audiences. Subjectivity- the impact that membership of pre-existing groups will have on audience members. |
| What are the three theories we can aplly to audience theory? | 1. The effects model of the hypodermic model. 2. The uses and gratification model? 3. Reception theory? |
| The effects Model? | -The consumption of media text has an effect on the audience. -Thought as negative impact? -Audience are passive and powerless against the influence. |
| What is the hypodermic model? | -Here the message in media texts are injected into the audience by a powerfull media. -Audience is powerless to resist. -The media 'drugs' the audience. |
| The effect model? | Franfurt school theorized that mass media acted to restrict and control audience to the benefict of corporate capitalism. |
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