Media and collective identity theories work sheet
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Media and collective identity First thing to deal with is this idea of identity being ‘mediated’: One definition of ‘mediation’ – ‘a negotiation to resolve differences’ is useful as it introduce the idea of us using negotiated readings of media to help us construct media. So not taking the messages at face value but understanding them in context and using our own experience. Stuart Hall Audience reception theory Preferred/dominant reading- when an audience accepts the message encoded in the text Negotiated reading- where an audience largely accepts what is encode in a text but draws on sociological and cultural contexts, personal experiences and opinions in order to create meaning Oppositional- when an audience rejects the encoded message Take a look at this Macdonald’s advert. Write a sentence or two about how an audience could adopt each reading. 1. Preferred 2. Negotiated 3. Oppositional Stuart Hall in summary Audience reception theory suggests that audiences don’t just accept what is in front of them, but are actually involved with creating meaning as it relates to their own personal experiences
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Transcript of Media and collective identity theories work sheet
Media and collective identityFirst thing to deal with is this idea of identity being ‘mediated’:
One definition of ‘mediation’ – ‘a negotiation to resolve differences’ is useful as it introduce the idea of us using negotiated readings of media to help us construct media. So not taking the messages at face value but understanding them in context and using our own experience.
Stuart Hall Audience reception theory
Preferred/dominant reading- when an audience accepts the message encoded in the textNegotiated reading- where an audience largely accepts what is encode in a text but draws on sociological and cultural contexts, personal experiences and opinions in order to create meaningOppositional- when an audience rejects the encoded message
Take a look at this Macdonald’s advert. Write a sentence or two about how an audience could adopt each reading.
1. Preferred
2. Negotiated
3. Oppositional
Stuart Hall in summaryAudience reception theory suggests that audiences don’t just accept what is in front of them, but are actually involved with creating meaning as it relates to their own personal experiences
Using a case-study that you have looked at, write a paragraph or two which analyses how different audiences might interpret the text and why. Think about:
Who is being represented and how might they read it? How might a person outside of this social group read the text?
Roland BarthesHe theorized that mythologies are formed to perpetuate an idea of society that adheres to the current ideologies of the ruling class and its media. He argues that an audience looks for signs to help them interpret what they see.The signifier- a word, image, symbol, etc that can be interpretedThe signified- the message behind the signifierThe sign- the meaning, how we interpret the combination of the signifier and what is signified (the sum of the signifier and the signified).
Think of the red light in a set of traffic lights.Identify:The signifier:
The signified:
The sign:
Barthes’ example:
What is signified is that France is a great multi-cultural nation.He argues that ‘the picture does not explicitly demonstrate 'that France is a great empire’ but the combination of the signifier and signified perpetuates the myth of imperial devotion, success and thus; a property of 'significance' for the picture (the sign)
Choose a case study that you have looked at and write a paragraph which draws upon Barthes’ theory. Think about how an image, symbol, scene, characters are used to create meaning and how these become signifiers.
