The Internet and its accompanying cultural revolution have made McLuhan’s bold utopian visions seem like prophecies. David Buckingham - “Genre is not simply given by the culture, rather, it is in a constant process of negotiation and change.” As society changes, so to do the genres to reflect culture of that time. By promoting antismoking sentiments through advertisements, public relations campaigns, and a variety of media outlets, the mass media moved smoking into the public arena, making it a public health issue rather than a personal health issue (Dearing & Rogers, 1996). To apply this theory, the media content that an individual normally watches must be analyzed for various types of messages. Men put full focus onto watching a film, sports and news. The Authoritarian Theory . This theory helps media researchers better understand the field because of the important role the media plays in creating and propagating shared symbols. This theory was put forward by Professor Stuart Hall in ‘The Television Discourse - Encoding/Decoding’ in 1974, with later research by David Morley and Charlotte Brunsden. ‘The Net is NOT inherently liberating; its liberating potential may shrink or grow depending on the circumstances. By using symbolic interactionist theory, researchers can look at the ways media affects a society’s shared symbols and, in turn, the influence of those symbols on the individual (Jansson-Boyd, 2010). In her 1973 essay Visual Pleasure and Narrative Cinema she argued that classic Hollywood cinema puts the spectator in a masculine position, with the figure of the woman on screen as the object of desire. Man loves woman…unfortunately one or both of them are  already spoken for, or a third party intervenes, e.g. Nicholas Abercrombie - 'the boundaries between genres are shifting and becoming more permeable' we are getting more hybrids and sub-genres as texts cross between categories to maximise audience appeal. First, this entry touches on the history of media effects. Published in 1962 and 1964, respectively, the Gutenberg Galaxy and Understanding Media both traced the history of media technology and illustrated the ways these innovations had changed both individual behavior and the wider culture. Mulvey, Laura:  Feminist Theory - the concept of women as objects in media and men as subjects. Media texts offer a way of telling stories about ourselves – not usually our own personal stories, but the story of us as a culture or set of cultures. unravelled in a lot of different ways) or 'closed' (there is only one obvious thread to pull on). Global Research – Center for Research on Globalization. These theories do not necessarily give an all-encompassing picture of media effects but rather work to illuminate a particular aspect of media influence. Symbolic Interactionism. Link between the political society and mass media was first explained by the authors: 1. Vance Packard, author of the 50s shock exposé of advertising and social control, identified eight hidden needs that we all have. One of the ways the media creates and uses cultural symbols to affect an individual’s sense of self is advertising. power and media industries, including Curran and Seaton. Don Stacks and Michael Salwen (New York: Routledge, 2009), 137. The Hypodermic Needle Theory no longer carries the respect it once did since its accuracy was found to … If an individual’s family or social life plays a major part in her life, the social messages that she receives from these groups may compete with the messages she receives from television. Perkins also argues that stereotypes are not simplistic, they contain complex understanding of roles in society. Now, take a look at the opinions of 36 other expert social media strategists below. (2013), Lanier posits that the middle class is increasingly disenfranchised from online economies. Marshall - Examined the changing relationship between games and movies (2004), McShane - Highlighted 5 points/methods that journalists follow. MEDIA LANGUAGE 1 - Semiotics - Roland Barthes.

• Uses and Gratifications – what audiences do with the media

. Crossing The First Threshold – the hero commits to the adventure. Referred to as the 'ideology of protection' model. The audience takes a negotiated position, meaning that they only agree with some-not all of the preferred meaning. Sometimes media practitioners, social critics and academics also involved to develop these normative theories. Jonathan Culler (1978) – generic conventions exist to establish a contract between creator and reader so as to make certain expectations operative, allowing compliance and deviation from the accepted modes of intelligibility. en.wikipedia.org/wiki/Creativity, Generates and/or recognises how best practice and imaginative ideas can be applied to different situations. the technological simulation of consciousness, when the creative process of knowing will be collectively and corporately extended to the whole of human society.” Technology is an extension of man. Genres are trans-historical. Meehan - conducted a Study of feminist representation in the 1970s - useful to contrast to modern day studies. Kilbourne – Suggests women are more often shown “dismembered” (just parts of their bodies shown), associated with products, shown as smaller than a man, engaged in various forms of ritualized subordination, prostrate or recumbent, bent or leaning back, infantilized (with finger coyly in their mouth, standing pigeon-toed, wearing little girl clothes, sucking on lollipops, etc.) The now largely discredited direct effects model of media studies assumes that media audiences passively accept media messages and exhibit predictable reactions in response to those messages. Advertisers work to give certain products a shared cultural meaning to make them desirable. 'Normal' adult and youth behaviour, contrasted with deviant youth behaviour, allows the state to have more control. He identifies 8 ‘types’ of characters common in stories: Hero (protagonist) has a mission of quest to complete  (e.g.Luke Skywalker), Villain (antagonist) tries to stop the hero                      (Darth Vader), Princess love interest and/or object of the quest       (Princess Leia), Father person with knowledge                                                          (Leia), Dispatcher sends the hero off                                                            (Obi Wan), Donor gives the hero something to help him                                (Obi Wan), Sidekick the helper (not as handsome as hero) –poss. Posters, trailers and reviews should indicate clearly what an audience is about to actively choose to consume. Media theories. male and female behavior and roles are not the result of biology but are constructed and reinforced by society through media and culture. Framework Each theorist has published ideas and arguments around key media industries and concepts relating to them. The media has historically limited the representations of gay men and women. Conventional definitions of genres tend to be based on the notion that they constitute particular conventions of content (such as themes or settings - iconography) and/or form (including structure and style) which are shared by the texts which are regarded as belonging to them. For example, a gunslinger draws his gun and we wonder what the resolution will be. There is also a list of miscellaneous theorists at the end, and those specifically referenced to the new specification content September 2017. Widespread fear that mass-media messages could outweigh other stabilizing cultural influences, such as family and community, led to what is known as the direct effects model of media studies. “Uses and Gratifications,” in An Integrated Approach to Communication Theory and Research, ed. Levi Strauss - believed that the way we understand certain words depends not so much on any meaning they themselves directly contain, but by our understanding of the difference between the word and its 'opposite' or, as he called it 'binary opposite'. Male characters may also be looked at, but it is still a male viewpoint. hybridity, communication, interactivity, participation, connectivity, privacy, memory, access, politics etc. narratology, including Todorov . With this foundation of psychology in place, let’s move on to some applications of these theories in your social media marketing, website planning, and … Barthes – says texts may be 'open' (i.e. Analysis of McLuhan’s work has, interestingly, not changed very much since his works were published. Richard Dyer – in 1973 argued that ‘genres are pleasurable because they offer escapist fantasies into fictional worlds that remove the boredom of reality’. Enigmas are puzzles, questions the audience wants answered. Enigma codes are created by the producer controlling the amount of information released to the audience and determining at what stage certain bits of information will be given. Media scholars are much more numerous now than they were during the 1960s, and many of these scholars criticize McLuhan’s lack of methodology and theoretical framework. Audience is not a big lump of the same people – it’s made up of different individuals. (84). '; ‘By design, the Web has no centre, anyone can create…. He breaks a text down into these five areas: Tom Ryall (1998) says genre has become a cognitive repository of images, sounds, stories, characters, and expectations. Emile Durkheim – Labelling theory holds that deviance is not inherent to an act, but instead the result of the externally-imposed label of "deviant". The analysis of the relationship between media and violence that you read about in preceding sections exemplifies this. 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