Applying media theories
Semiotics:
This theory is essential to enable you to analyse how meanings are constructed through signs. Semiotics deals with the way in which media products are encoded and how audiences decode the message contained within the product. Composed of two elements:
The signifier, the actual form of the signified, for example an image or sound.
The signification, the meaning we attach to the sign.
Linked with mise en scene, for example the colour red and the connotations is set of the meaning associated with the sign.
Representation:
That representations are constructed through a language that is made up of signs and codes that are understood by the audience.
Identity:
Relevant to both the forms of advertising and marketing and music videos. That the media provides us the tools or resources that we use to construct our identities. They then use 'pick n mix' which aspects of these products they want to use in the construction of their own identities.
Reception:
The dominant position: the audience accepts the intended meaning encoded in the product.
The negotiated position: the audience acknowledge some of the messages encoded by the producers of the product but may question or adapt the message to be more relatable to their own experiences.
The oppositional position: the encoders message is understood, but the decoder disagrees with it.
Cultivation:
Useful in considering the ways in which audiences of the time may have been influenced by advertising.
This theory is essential to enable you to analyse how meanings are constructed through signs. Semiotics deals with the way in which media products are encoded and how audiences decode the message contained within the product. Composed of two elements:
The signifier, the actual form of the signified, for example an image or sound.
The signification, the meaning we attach to the sign.
Linked with mise en scene, for example the colour red and the connotations is set of the meaning associated with the sign.
Representation:
That representations are constructed through a language that is made up of signs and codes that are understood by the audience.
Identity:
Relevant to both the forms of advertising and marketing and music videos. That the media provides us the tools or resources that we use to construct our identities. They then use 'pick n mix' which aspects of these products they want to use in the construction of their own identities.
Reception:
The dominant position: the audience accepts the intended meaning encoded in the product.
The negotiated position: the audience acknowledge some of the messages encoded by the producers of the product but may question or adapt the message to be more relatable to their own experiences.
The oppositional position: the encoders message is understood, but the decoder disagrees with it.
Cultivation:
Useful in considering the ways in which audiences of the time may have been influenced by advertising.
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