list of media theories

You might consider these 10 theories the building blocks of the persuasive techniques explained below. Institutions therefore have to examine ways to make money in a copying age – Kelly developed 8 concepts. Robert McKee (alternative to Todorov) – still five stages but as follows: Inciting Incident: An event happens that sets the story going, Progressive Complications: For a key character, things just keep getting worse, Crisis: Things get even worse – it looks like it’s all over for the hero, Climax: Things are now so bad, drastic action is called for. The Internet and its accompanying cultural revolution have made McLuhan’s bold utopian visions seem like prophecies. Effective use of new media theories and research approaches in the understanding and analysis of contemporary social issues, problems and changes Ability to contribute to debates regarding major dimensions and problems of new media, e.g. ', Nielsen – Lean Forward ‘On the Web, users are engaged and want to go places and get things done. Andre Bazin and Roger Leenhardt also expressed that the director brings the film to life and uses it to express their feelings on the subject matter. Richard Dyer – in 1973 argued that ‘genres are pleasurable because they offer escapist fantasies into fictional worlds that remove the boredom of reality’. Nakamura - defines cybertyping as the distinctive ways that the internet propagates, disseminates, and commodities images of race and racism. The cultural codes tend to point to our shared knowledge about the way the world works. Another commonly used media theory, symbolic interactionism, states that the self is derived from and develops through human interaction. Normative theories are more focused in the relationship between Press and the Government than press and the audience. His bold statements about media gained McLuhan a great deal of attention as both his supporters and critics responded to his utopian views about the ways media could transform 20th-century life. Media Theories. Martin Baker – regulation theory – researcher against media regulation of film – he argued that we need to see violence because it is part of society. This balance is disrupted... 3 - Genre theory - Steve Neale. Quote: "We think therefore we are, we share what we are". Films are inherently assigned to a corpus and we tend to be able to identify which ones fit that corpus easier than others. Consequentially, these symbols are instrumental in the development of the self. Four key reasons why audiences choose to consume media (PIES). Acts of communication are rendered intelligible only within the context of a shared conventional framework of expression. Papacharissi, Zizi. 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. ', Axel Bruns – Bruns defines the gatewatching practice as ‘observing the many gates through which a steady stream of information passes from these sources, and of highlighting from this stream that information which is of most relevance to one’s own personal interests or to the interests of one’s wider community.’, Nicholas Carr states in The Glass Cage, “The prevailing methods of computerized communication and coordination pretty much ensure that the role of people will go on shrinking. This is a list of conspiracy theories that are notable. The theory was prominent during the 1960s and 1970s, and some modified versions of the theory are still popular today . Casablanca. A belief that students should be taught how to 'read' the media in an appropriate 'critical' style, A focus on Western mainstream traditional media, Vague recognition of internet and new digital media, as an 'add on' to the traditional media. Saris - The term ‘Auteur Theory’ originated from Andrews Sarris’s essay ‘Notes on the Auteur Theory’ in 1962. Creativity is fueled by the process of either conscious or unconscious insight. E.g. This theory most commonly applies to analyses of television because of that medium’s uniquely pervasive, repetitive nature. Alvarado et al. Often action codes allow characters the chance to resolve a problem through action, often violent action (gun fights/ car chases). The Theory: Social Exchange Theory (Thibaut & Kelley, 1952) Social Exchange Theory, … He also suggested that ‘We derive pleasure from observing how the conventions of a genre are manipulated’. Stille, Alexander. This means that because audiences already know what to expect within a genre, it is not necessary to explain all of the details to them, narratives can therefore be condensed. For example, the agenda-setting theory explains such phenomena as the rise of public opinion against smoking. Media theories have a variety of uses and applications. Action Code: (proairetic code) advance the narrative – they drive it forwards. Cultural Code: (referential code) Something that is read with understanding due to cultural awareness (e.g. Branston and Stafford also explain the framework of the uses and gratifications model of audience that supposes the “individual consumer of media” is the authority in the media/consumer relationship (274). Now that’s changed, and conspiracy theories are having a yuge moment in the mainstream. Contested in some modern films/adverts of today. either illustrative or amplifying. Many of the theories discussed in this section were developed decades ago. Acland  - Argued that representations of delinquent youths help reinforce dominant hegemony. Theories of representation are linked to encoding and decoding. Symbolic Code: This is very similar to the Semantic Code, but acts at a wider level, organizing meanings into broader and deeper sets of meaning. Citizen journalism is prone to unethical practises. David Nye (2007) presented the idea of cyber-dystopia, which envisions a world made worse by technological advancements. David Bordwell notes, 'any theme may appear in any genre' (Bordwell 1989) ‘One could... argue that no set of necessary and sufficient conditions can mark off genres from other sorts of groupings in ways that all experts or ordinary film-goers would find acceptable' Essentially, genre is hard to classify as pure. Genre films share certain fundamental characteristics. An extension of this is a fourth reading called the aberrant reading, where a completely unintentional meaning is taken away by audiences. In the case of Dancing With the Stars and Twitter, you are using the Internet as a way to be entertained and to connect with your friends. 36 Theories On Social Media Strategy I’ve shared three of my own social media theories. John McMuria - A participatory culture is not necessarily a diverse culture. 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. Uses and Gratifications Theory. You may assume the person is successful or powerful because of the car he or she is driving. Ken Robinson, Spontaneity takes practice - Csikszentmihalyi (or a theorist), Ken Robinson identified creative habits of mind:  Flexibility – alternate ways of thinking; Willingness - to think the impossible; Confidence - to try things out; Ability - to handle uncertainty - perseverance in adversity, the ability to create  A fictional world that contains verisimilitude especially governed by spatial and temporal coherence. The Hypodermic Needle Theory no longer carries the respect it once did since its accuracy was found to … Marxist - The idea that Media and mass communication supports the ruling class/governments by reinforcing their ideology. they bring their past experience of a genre to help them understand it. Emile Durkheim – Labelling theory holds that deviance is not inherent to an act, but instead the result of the externally-imposed label of "deviant". Theories of Media Language: Semiotics: Barthes . Peterson 3. Although 1960s-era utopians received these statements positively, social realists found them cause for scorn. The relative salience of an issue determines its place within the public agenda, which in turn influences public policy creation. 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. One reason for this is the collaborative aspect of film making. Titanic. "Audiences only exist as an imaginary entity, an abstraction, constructed from the vantage point of institution, in the interest of the institution." Men put full focus onto watching a film, sports and news. 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. Corner, John      Examined the process of realism/verisimilitude within media texts. www.sqa.org.uk/sqa/files_ccc/SVQ%20Credit%20Rating%20SSBs%20Appendix%205%20v1.0.doc. Gerbner - Studied the effects of television on people’s perception of crime - linked to ‘cultivation theory’ and 'mean world syndrome'. 2.2 Media Effects Theories Agenda-Setting Theory. Cinderella: The dream comes true, e.g. Berger’s most famous written work, the 1972 book Ways of Seeing, offered not just an idea but also an invitation to see and know the world differently. He also presents technology as a form of false hope; promising success and change, but causing pain and inconvenience when that goal is not reached. Despite—or perhaps because of—these controversies, McLuhan became a pop culture icon, mentioned frequently in the television sketch-comedy program Laugh-In and appearing as himself in Woody Allen’s film Annie Hall. Also came up with the concept of 'folk devils'. Christian Metz - Genres go through stages: Jason Mittell (2001) Industries use genre to sell products to audiences by offering: cultural references to society + other texts. Effective use of new media theories and research approaches in the understanding and analysis of contemporary social issues, problems and changes Ability to contribute to debates regarding major dimensions and problems of new media, e.g. Thankfully this is changing…. narratology, including Todorov . Collective intelligence can be seen as an alternative source of media power.”. Some of the definitions are explained above; the list is presented below. Audience is not a big lump of the same people – it’s made up of different individuals. 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.) And rather than being created completely by a human author, these versions are often in part automatically assembled by a computer” You enter information about yourself and then the automated software creates a personalized interface to the database just for you. Each theorist has published ideas and arguments around key media industries and concepts relating to them. Indeed, his work has received a great deal of attention in recent years. We are a nation of Netizens and prosumers. Music videos can also link to film genres, this is known as intertextuality. www.ode.state.or.us/teachlearn/subjects/arts/curriculum/vocabulary/visualartvocab.rtf, www.european-photography.com/labor/lab_vf_glo_e.shtml, www.sqa.org.uk/sqa/files_ccc/SVQ%20Credit%20Rating%20SSBs%20Appendix%205%20v1.0.doc. The Center for Research on Globalization … The last theory of the early theories of media effects would be the Gatekeeping. Many people use the Internet to seek out entertainment, to find information, to communicate with like-minded individuals, or to pursue self-expression. Therefore, even if you’re a woman, you’re seeing the world of the film through a man’s eyes. Genres are trans-historical. Mulvey believes that women take on the male gaze because they view media from the perspective of men – they then view other women the way men would and objectify them in the same way. 'Practise without theory is empty; theory without practise is blind.' Bill Gates as scapegoat. Early media studies focused on the use of mass media in propaganda and persuasion. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.”, “In this emerging media system, …consumers are transformed into participants who are expected to interact with each other ...each of us constructs our own personal mythology from bits and fragments of information we have extracted from the ongoing flow of media around us and transformed into resources through which we make sense of our everyday lives.”, “Because there is more information out there …than we can store in our heads, there is an added incentive for us to talk amongst ourselves about the media we consume. It focuses on the tendency of majorities to negatively label minorities or those seen as deviant from standard cultural norms. Meaning can only be discovered by exploring how audiences interpret texts. He tried to explain how pictures that arise spontaneously in people’s minds come to be—a simplification of his theory is that we live in second-hand worlds. Then, write a one-page essay about the topic you’ve selected. Morley also stated that the position and interpellation of media groups affects how texts are decoded. Aljean Harmetz argued that the auteur theory “collapses against the reality of the studio system”. In turn, media companies have sought to produce accurate representations of their audiences in an attempt to discover the qualifications for the most consumable media products (Branston and Stafford 268-270). Audiences become opinion followers rather than passive audiences. Genres have either a ritual or ideological function. Cultures can be seen as huge networks of individuals drawing upon and interacting with the vast amount of material in these ‘external storage systems’ of books, films, and archives. We published the (unchanged list of) theories online for 15 years, until 2019. The limited application of the four established theories of the press to Third World countries has led to the birth of a new media theory whose main task is that communication be used to carry out the development functions in a society. Genres must change, innovate in order to succeed. theories of representation including Hall, feminist theories including bell hooks and Van Zoonen, theories of gender performativity including Butler. 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. Hebdige (1979) Studied British youth subcultures (Late 1970’s) He focused on the reality of youth cultures. The website is offline now, but due to a lot of interest in this list of theories we keep the original 2003/2004 collection available for the public in this document. The big list of academic theories, postulates, hypotheses, etc. One maxim is quality. 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