Media Theory Overview Part 1

These slides are a summary overview of, in some cases, a few very complex theories. Apologies for the over-simplification.

This resource is designed to be a helpful starting point for further study and revision. It should always be used alongside specific contexts and examples.

It is also intended to persuade skeptics that Media Studies deserve to be taken seriously.

Jon Meier

Postmodernism1 Nothing is original 2 Parody & Pastiche3 Bricolage4 Self-reflective5 Hybrid6 Blurring of trad. boundaries 7 mix of high & low culture8 Form over content9 Intertextuality

Hyperreality

Mentioned in the Matrix

Baudrillard

Match these up with the definitions on the left:a) Aestheticsb) Imitation c) Simulation, replica, duplicationd) Mixing styles/genrese) Sticking together random elementsf) One text referring to anotherg) e.g. male/femaleh) Aware of its own status as constructioni) e.g. Ballet & breakdance

In what ways in QI postmodern?

Think of other media examplesMusic?Facebook?

NARRATIVE & GENRE THEORY

TodorovProppLevi-Strauss

8 character typesBinary opposition3 part structure

LINK the following:

Narrative frame BackstoryFlashbackFlash forwardSequel & prequelenigma(non) -linearmultistrandFractured/ fragmented narrative Open(-ended) vs closed Series vs serialCliff-hanger

Todorov:Equilibrium DisruptionResolution

Repertoire of elementsIconographyRepetition & variationRepetition & difference

Hybrid vs pure

iconography

Once upon a time …and they all (nearly)

lived happily ever after

Is genre dead?

Who is telling the story? For whom?

Why? Purpose? Message? Motivation? How do we know?

MEDIATION - filtering, omission, selecting, orderingemphasis (foregrounding)

Syd Field: 3 act structureSet-up conflict /confrontationResolution / Pay off

Auteur TheoryDirector of a film has full creative control;Not the producer or film company (studio)

Director controls every aspect of the production process

Like an author, the film is their personal vision

Alfred HitchcockStanley KubrickTim BurtonWes AndersonQuentin Tarantino

The style is Distinctive Original QuirkyIndividual See: Music video –

Chris Cunningham,Spike Jonze, David Fincher

They reject:- Producer/ studio led domination- genre- High concept franchise films

Moral PanicsThe mass hysteria arising from a feeling that society is in a state of moral decline & THAT CERTAIN GROUPS ARE TO BLAME

Popular Media create scapegoats (‘folk devils’ who they blame for society’s decline

find examples of how the media use Moral Panics to stir up resentment and fear of minority groups

Moral panics are seized on and stirred up by popular media

Moral panics in the media tend to lead to people demanding tougher laws, firmer policing, more discipline, immigration controls etc

Links with Hegemony

And pressure to preserve the STATUS QUO

http://www.slideshare.net/kimberleyfinn/moral-panic

Stanley Cohen

Hegemony

“The ideas of the dominant classes, are in every epoch, the dominant ideas” (Karl Marx 1845)

The power of a ruling minority (elite) over a majority

‘upper class’ establishment / elite / ruling class = big business & institutions Aristocracy? The church? Landlords? /Monarchy Government Oxbridge Rich & Powerful Editors & media ownerspoliticians? landowners

Workers (‘the masses’)ordinary peopleMainstreamersMass audiences

In many societies , the rule of a minority is imposed on the people by force, tyranny, dictatorship and oppressionIs this true in the UK?

Who owns the media?Whose side are the media on?

Gramsci – says that hegemony is achieved by winning the consent of the masses

Preserving the STATUS QUO

v

PluralismSometimes called Liberal Pluralism

The opposite of hegemony.Wide variety of media institutions so there’s no single dominant view Multiple opinions. Generally linked to Western democracy.

Media objectivity - ‘freedom of the press’ / freedom of information/ Freedom of expression Exposing corruption and abuse of power among the eliteChallenges dominant institutions Democratization

Digital media, blogs, protest sites e.g Object & Everyday SexismThe GuardianGreenpeaceIndex on Censorship

https://www.youtube.com/watch?v=fY8pxyO0XL8

In the UK, it could be argued that we have a PLURALIST media- discuss

Gives a voice to the ordinary citizensEmpowers usersCovers: User Generated content, user control,democratization

Arab SpringCitizen journalism

Cultivation Theory & Mean World Syndrome

George Gerbner 1960’sFocus on TV

Steady exposure to media violence over a period of time desensitizes audiences to the effects of violence

It cultivates a lack of feeling among audiences

Desensitization= numbing

Over time, it can affect attitudes and behaviour

Cultivation Theory Mean World Syndrome

The more TV people watch, the more negative and pessimistic is their view of the world

https://www.youtube.com/watch?v=msfu8YCCc8Qhttps://www.youtube.com/watch?v=ylhqasb1chI

How reliable are Media effects models?

Bandura’s Bobo Doll experiment

Uses & Gratifications Model

See Dyer ‘s utopian pleasures model

Blumler & Katz 1970sAudiences choose media for their own purposes and to satisfy particular needs.Audiences are active in engaging with media

Personal Identity – defining who you are by the media you consume

Information- ‘surveillance’ - finding out more

Entertainmentescape‘diversion’

Social interaction

Getting on with others who share the same media tastes;acceptance

Links with Maslow’s Hierarchy of Needs

http://www.slideshare.net/zlorhenley/uses-and-gratifications-theory-6933502

See critique here on final slide:

PIES

Hypodermic Needle Model

Links to -Propaganda -Advertising

See alsoFrankfurt schoolFlow Theory

Comes from Behaviorist models of audience behaviour

War of the Worlds Radio Drama US 1938 Mass panic

Cultivation Theory

Audiences are passive receivers of media content

Media influences audience behaviour and attitudes

Dyer’s Utopian Pleasures Model

What about dystopian pleasures? Do you think dystopian representations have a function?

Give examples of ‘feelgood’ escapist texts

Media provides people with a form of diversion, escape from their dull ordinary lives

Dumbing down?Infotainment?

Sometimes called: Utopian Solutions Model

Links to U & G Theory

Relates toGame shows/ comedies Action/adventure movies Computer games

Social tension vs Utopian SolutionExhaustion – EnergyScarcity- AbundanceDreariness-Intensity Fragmentation- Community

Richard Dyer

How to bring theoretical perspectives into your critical analysis

• This reflects / illustrates/ shows …the X model• This ties in with Y’s theories on X• This could be seen to link with the X model• There is a link here with X • We can see a connection here with X / with Y’s

views on… • At this point it is worth considering Y’s …• X’s views/ the X model could be relevant here• Although Y’s views may applied here, I believe…