The Sixth Sense, Born On the Fourth Of July. Jonathan Culler (2001) describes narratology as comprising many strands “implicitly united in the recognition that narrative theory requires a distinction between story, a sequence of actions or events conceived as independent of their manifestation, and discourse, the discursive presentation or narration of events.”. Refusal Of The Call – fear or reluctance may strike the hero. E.g. If old consumers were isolated individuals, then new consumers are more socially connected. Normative theories are more focused in the relationship between Press and the Government than press and the audience. 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. Male characters may also be looked at, but it is still a male viewpoint. Under this theory, the issues that receive the most attention from media become the issues that the public discusses, debates, and demands action on. An ocean of interesting, creative things, regardless of their professionalism or audience size, is always better than a small box of popular, smartly-finished things’. He proposed a question to our generation: why not use technology for innovation and creativity instead of consumption? Titanic. Theories are constructed within media technology eras. The Voice-Over Authority: In moving image advertisements, male voices are used as voice-overs in commercials rather than females. Generation of ideas, images and/or solutions. Papacharissi, Zizi. His work brought the idea of media effects into the public arena and created a new way for the public to consider the influence of media on culture (Stille, 2000). Peterson 3. hybridity, communication, interactivity, participation, connectivity, privacy, memory, access, politics etc. Individual films belong wholly and permanently to a single genre. It focuses on the tendency of majorities to negatively label minorities or those seen as deviant from standard cultural norms. The absence of some of the conditions in these countries which are necessary for a developed mass communication system are as follows: 1. Also came up with the concept of 'folk devils'. Claimed there are 4 methods for measuring audiences. This is typically done through the use of binary opposites, where new meaning arises out of opposing and conflicting ideas. Resolution: Whatever the problem was is sorted out and all is well again. 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. To these and other industry moguls, increasing profit margin means increasing the size of their audience – that is, the number of viewers, readers, listeners, etc. Some of the definitions are explained above; the list is presented below. He looks at opposites as a key way of structuring and driving narrative. 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. www.sqa.org.uk/sqa/files_ccc/SVQ%20Credit%20Rating%20SSBs%20Appendix%205%20v1.0.doc. Ang also adds that 'audience-hood is becoming an even more multifaceted, fragmented and diversified repertoire of practices and experiences' There is a lot more to audience – it’s not just about their demographics such as gender, age and social class but rather it’s about the psychographics such as the audience’s hobbies, habits and interests. Martin Baker – regulation theory – researcher against media regulation of film – he argued that we need to see violence because it is part of society. Genres must change, innovate in order to succeed. Media Theories and their Relevance to Communication Practice. The Proairetic Code also builds tension as it sets the reader guessing what will happen next. theories of ‘end of audience’, including Shirky. Jacques Derrida - “A text cannot belong to no genre, it cannot be without... a genre. This is under review and effectively a BIG issue to watch. Contested in some modern films/adverts of today. He argues that the media, especially news media, often create and/or enforce moral panics in the public. Lacey does not see genres as fixed but as dynamic and changing over time. Practitioners of the uses and gratifications theory study the ways the public consumes media. One of the ways the media creates and uses cultural symbols to affect an individual’s sense of self is advertising. This means that the media is determining what issues and stories the public thinks about. This theory breaks down every aspect of conversation and states that if you want to create a successful conversation, than maxims, or rules must be followed. Siebert 2. Net neutrality – Adam Conover is an advocate and Youtuber, not the inventor of the term. 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  Blumer & Katz -  Uses and Gratifications Theory the media have a limited effect on their audiences because audiences are able to exercise control over their media consumption. In its place comes a new paradigm of authority and knowledge formed under the pressure of new technologies and contemporary social forces. Theories have claimed strong effects, meaning that media messages can directly and intentionally influence audience members. Nakamura - defines cybertyping as the distinctive ways that the internet propagates, disseminates, and commodities images of race and racism. Click on the guide to referencing here if you want to get it right. Credible media theories generally do not give as much power to the media, such as the agenda-setting theory, or give a more active role to the media consumer, such as the uses and gratifications theory. genre theory, including Neale. These elements give the text plausibility with its audience. Genres have either a ritual or ideological function. Identify the basic theories of media effects. Corner, John      Examined the process of realism/verisimilitude within media texts. Cyber dystopias centre around the principles of the individual losing control, becoming dependent and being unable to stop change. Genres are defined by the film industry and recognized by the mass audience. However, journalists and researchers soon looked to behavioral sciences to help figure out the effect of mass media and communications on society. Perkins - counter argument that the use of stereotypes can be good, that stereotypes can change and even be positive (1979). Alan Kirby - says postmodernism is dead and buried. First, this entry touches on the history of media effects. Althusser - Suggests that 'ideological state apparatus' is enforced by media, education, religion and family who maintain hegemony and enforce dominant values across society. Communication Theories Social Media Professionals Should Know. Don Stacks and Michael Salwen (New York: Routledge, 2009), 137. 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. Marshall - Examined the changing relationship between games and movies (2004), McShane - Highlighted 5 points/methods that journalists follow. Researchers found that voters who consumed the most media had generally already decided for which candidate to vote, while undecided voters generally turned to family and community members to help them decide. Genres sometimes appear to function ritually and others ideologically. comic relief (C3P0+), False hero villain that pretends to be good in order to trick the hero. Key quotes: “Web 2.0 allows us to become producers as well as consumers of the Internet”; “Web 2.0 allows us to collaborate and participate with each other”. Truffaut expressed that directors should use the mise-en-scène to imprint their vision on their work. May be better, similar of worse than the original equilibrium. Barthes also proclaimed the ‘death of the author’ – he meant that the producers of texts and texts themselves are essentially meaningless and texts only become meaningful in the process of consumption by audiences. Marshall McLuhan - Electronic age (The Global Village) Many of his ideas were developed way before the internet arrived; he was a visionary. Faust: Selling your soul to the devil may bring riches but eventually your soul belongs to him, e.g. Despite his lack of scholarly diligence, McLuhan had a great deal of influence on media studies. “Films, radio and magazines make up a system which is uniform as a whole and in every part… are one in their enthusiastic obedience to the rhythm of the iron system…any trace of spontaneity from the public in official broadcasting is controlled and absorbed by talent scouts, studio competitions and official programs of every kind selected by professionals.” How true is this now. 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. Some critics say that this diminished audiences’ interest in the film’s end. Ideals and cultures can be enforced upon the masses. www.ode.state.or.us/teachlearn/subjects/arts/curriculum/vocabulary/visualartvocab.rtf, the capacity to produce something which is both unique and useful. Audiences become opinion followers rather than passive audiences. He famously stated that “..The medium is the message. For example, the socially stabilizing influences of family and peer groups influence children’s television viewing and the way they process media messages. In this new age, humankind will move from individualism and fragmentation to a collective identity, with a "tribal base." Fiske et al (1983) - "Story is the irreducible substance of a story (A meets B, something happens, order returns), while narrative is the way the story is related (Once upon a time there was a princess...)", Syd Field – American Screenwriter came up with a formulaic approach to film structure in three acts. I have summarised most theorists’ key ideas or simplified their concept for your benefit. She adds, ‘Genre may offer various emotional pleasures such as empathy and escapism’. Josephy Campbell – based on years of research, he proposed the idea of ‘universal monomyth’ that is essentially the condensed, basic hero narrative that forms the basis for every myth and legend in the world and is, therefore, common to all cultures: Ordinary World – the ordered world that the hero will choose (or be forced) to abandon. McQuail describes audience as a 'temporary collective'. Lev Manovich – Database media ‘Software takes Command’ Automation Decreases “human intentionality” in the creative process. This links to Uses and Gratifications theory PIES. He also suggested that ‘We derive pleasure from observing how the conventions of a genre are manipulated’. Other theories focus on specific aspects of media influence, such as the spiral of silence theory’s focus on the power of the majority opinion or the symbolic interactionism theory’s exploration of shared cultural symbolism. Viewers are encouraged to identify with the protagonist of the film who, more often than not, is a man. He also wrote greatly about the role of audiences in a digital age, stating that the idea of a 'powerful consumer' is an oxymoron. However, as news coverage wanes, so does the general public’s interest. Devil’s Advocate, Wall Street. Section 4 outlines a contingency model for these theories. Deborah Knight notes that 'satisfaction is guaranteed with genre; the deferral of the inevitable provides the additional pleasure of prolonged anticipation' (1994). 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'. Symbolic Interactionism. We’ve designed a system that discards us.”. 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