# data[].attributes.body
Theory of identity (Gauntlett)

David Gauntlett a media theorist and sociologist.

Identity is not just represented by mainstream media but self-constructed by users of the media and communities formed from shared identity: age, gender, sexual orientation, ethnicity, cultural values, politial ideas atc.

Stereotypes - Women being housewives and men being tough, stubborn, self reliant. This has changed now to women being successful power icons and men advice, men emotions, and struggling with masculinity.

Role Models -

By thinking about their own identity, attitudes, behaviour and lifestyle in relation to those of media figures - some who might be potential role models, others just the opposite - individuals make decisions and judgments about their own way of living. This reason is the cause of role models remaining and that they are an important concept.

# data[].attributes.body
Cultivation theory suggests that repeated exposure to television over time can subtly ‘cultivates’ viewers’ perceptions of reality. George Gerbner and Larry Gross theorised that TV is a medium of the socialisation of most people into standardised roles and behaviours.

Cultivation Theory suggests television influences its audience to the extent that their world view and perceptions start reflecting what they repeatedly see, meaning TV is considered to contribute independently to the way people perceive social reality and will have an effect on the audience’s attitudes and values. An example of this is long term exposure to violent media makes the audience less likely to be shocked by violence. Being less shocked by violence the audience may then be more likely to behave violently.

# data[].attributes.body
The theory states that media texts are encoded by the producer. The producer fills the product with values and messages.

The product is then decoded by the audiences. Different audiences will decode the text in different ways, not always in the same way the producer intended.

A text or product can be received in one of three ways:

Dominant or Preferred Reading

This is when the text is read in the way the producer intended it to be read. The audience agree with the messages and ideology and view the text the way the producer wants to.

This is positive as it means their advertisements have been successful.

Negotiated Reading

There is a compromise from the preferred reading. The audience accepts the views of the producer but they have their own input and understanding of the text.

They do not agree nor disagree but they can clearly see the point being made.

Overall this is a good response to an advert as it is still getting the intended message across.

Oppositional Reading

The audience rejects the producers preffered reading and creates their own reading of the text. This is usually the opposite of what the producer intended,

The reader rejects the meaning completely as they do not agree with the message that comes across.

This is a bad response as this audience will not buy the product that is being advertised.

# data[].attributes.headline
Theories of gender performativity (Butler

# data[].attributes.subject
Theories of gender performativity (Butler

# data[].attributes.body
Theories of Gender performativity (Butler)

‘Your gender is constructed through your own repetitive performance of gender’

Butler says that feminists made a mistake by defining women into one category with similar characteristics, rather than the fact that gender is just a cultural boundary and the way we act can define who we are. She says that we all put on a gender performance, as some things are seen to be more ‘manly’ or ‘feminine’ , and so we can act these, to show who we are.

Masculinity and Femininity are both acts on genders. The things that are classed as ‘manly’ shape who a man is, and ‘feminine’ things shape who a woman is. So gender is viewed as a statement of what you're doing at a particular time, rather than a universal set thing.

# data[].attributes.body
“End of audience” - Clay Shirky

With the internet and social media consumers can be producers and distributors. The traditional idea of audience is over, there was once a clear divide between the professional producers and amature consumers.

“Every consumer is also a producer and everyone can talk back.

https://alevelmediaguilsborough1730spencer.wordpress.com/2017/12/07/media-theorists-clay-shirky-end-of-audience/

# data[].attributes.body
Stuart Hall - three types of audience interpretations

Dominant reading

Negotiated reading

Oppositional reading

The audience is not passive and can interpret different meanings of a text.

Uses and gratifications - Jay G. Blumler and Elihu Katz

Opposite to the hypodermic needle

Audiences seek gratifications from media texts:

Escape

Social interaction

Identity

Inform and educate

Entertainment

https://www.slideshare.net/dphillips4363/reception-theory-presentation

# data[].attributes.body
Jenkins et al. 2009 define a participatory culture more specifically as one that consists of:

1. Relatively low barriers to artistic expression and civic engagement

2. Strong support for creating and sharing one’s creations with others

3. Some type of informal mentorship in which the most experienced members pass along their knowledge to novices

4. Members who believe their contributions matter

5. Members who feel some degree of social connection with one another and care about other members’ opinions about their contributions

Fan culture, or fandom, is a term which describes communities built around a shared enjoyment of an aspect of popular culture, such as books, movies, TV shows, bands, sports or sports teams, etc.

In fan cultures, these creations and artistic expressions take the form of fan fiction, fan art, fan videos, cosplay, filk songs, and other interactions with a person, group, or fictional universe. Fan fiction consists of stories written by fans of a particular work of fiction (rather than the original creator) about the fictional characters or universe.

# data[].attributes.headline
Theories around ethnicity and postcolonial theory (Gilroy)

# data[].attributes.subject
Theories around ethnicity and postcolonial theory (Gilroy)

# data[].attributes.body
Colonial discourses continue to inform contemporary attitudes to race and ethnicity in postcolonial era. Civilizationism constructs racial hierarchies and sets up binary opposites based on notions of otherness. Gilroy argues that White people still think of other countries as our colonies and that other ethnicities as servants and inferior. Britain has failed to mourn the loss of the empire. https://www.youtube.com/watch?v=AnzLhKiVESg

# data[].attributes.headline
Feminist Theories (Bell Hooks and Van Zoonen)

# data[].attributes.subject
Feminist Theories (Bell Hooks and Van Zoonen)

# data[].attributes.body
Bell Hooks- Minority Feminism:

This theory is concerned with the rights for women that are oppressed in other ways than being a woman. These included oppression for skin colour, income class, birthplace etc.

Liesbet Van Zoonen-Feminist Theories:

Liberal Feminism:

Strive for sexual equality via down to earth political and legal reform. They agree equality can be achieved through legal means and social reform

Radical Feminism:

Sexism is deeply rooted and can only be cured by the removal of gender.

Socialist Feminism:

Women are unable to be free because of their financial dependency  on men. Women’s jobs are done to help men work.

# data[].attributes.body
Definition - an industry which provides creative texts of cultural or artistic value. Cultural industries are those industries that are most directly involved in the production of social meaning. Hesmondhalgh considers cultural industries to be those that deal primarily with the industrial production and circulation of texts.

What is cultural industry - Culture Industry refers to the standardization and false-singularity of cultural items, and how these cultural items are regulated.

Which means as people we  have become standardised because corporations produce standard products which fit our needs and demands. Therefore corporations will produce our needs and desires.

# data[].attributes.body
Media regulation is the control or guidance of mass media by the government or other bodies.
According to the Byron review regulation of media should be in the hands of individuals and parents not in the hands of institutions.
The BBFC liberalisation in 1990 and the creation of OfCom has led to more emphasis on self regulation.
Livingstone and Lunt examine the challenge in regulation in the global media.
“Increasingly, the media mediate between public and government, business and consumers, teachers and pupils, even among family members (Livingstone)”

# data[].attributes.body
The influence of mass media on individuals and audiences

Here you must consider the following:

Albert Bandura (Bobo doll experiment)

Suggests that children will imitate violent media

The Effects Model

The consumption of media texts has an effect or influence upon the audience

Passive audience

negative effect

Power lies within the message of the text

example : I, Daniel Blake -- Movie had such an large effect on audience that laws were changed

Uses and Gratification Model

# data[].attributes.headline
Power and Media IndustriesBitesize revision Curran + Seaton:

# data[].attributes.subject
Power and Media IndustriesBitesize revision Curran + Seaton:

# data[].attributes.body
Power and responsibility in the Media.

Newspapers should be liberal and appealing to the audience.

There needs to be a viewpoint in newspapers.

Projecting ideas and messages to a large amount of people.

Media Owners manipulate content to show their viewpoint: e.g Rupert Murdoch strongly wanted a war in Iraq, therefore 175 newspapers papers had the topic of Iraq.

# data[].attributes.headline
Thank you Hamish, for making this possible. True grit.

# data[].attributes.subject
Thank you Hamish, for making this possible. True grit.

# data[].attributes.body
Thanks I really appreciate the praise and recognition x