AMMedia

Media Language Semiotics - Roland Barthes Binary Oppositions - Claude Levi-Strauss Equilibrium - Tzvetan Todorov Repetition and Difference - Steve Neale Representation Feminist Theory - Lizbet Van Zoonen Representation - Stuart Hall Feminism (is for everyone) - Bell Hooks Theories of Identity - David Gauntlet Industry Regulation Theory - Livingstone and Lunt Power - Curran and Seaton Cultural Industry - David Hesmondhalgh Audience Hypodermic needle - Albert Banduras Cultivation Theory - George Gerbener End of Audience - Clay Shirky Reception Theory - Stuart Hall

Brand Identity - The way in which a brand presents itself differently from other brands. Essential aspects to consider when constructing a brand identity: - Original Content - Genre - Target Audience - Lexis - Layout - Subject - Theme - Ideology of the brand and how the producer wants it to be perceived by others Target audience is upper class women and this is evident because the upper class are stereotypically represented as extravagant. The Jewels being worn by the woman in the cover also reinforce her high social status. She is also not shown the be smiling suggesting that vogue magazine is about high end fashion. Font is less bold than Woman font Woman from 'Lady L' Film Blue colour is used - connotations of purity Lots of jewellery No wrinkles Serious font used with sophisticated lexis Smaller text quote uses serif font to give a sense of sophistication All capital letter name suggesting that vogue is about standing out Woman on the front is famo

This is a report of how Woman Magazine has represented femininity and feminism in the 50s. The target audience for the report is students. (For ICT) Representation of femininity: The messages encoded in the magazine about the female identity are primarily housewives. E.G: the magazine contains articles on using makeup, DIY's and cooking. *Women have a void in there lives, in which they can only feel by reading women magazine. bell hooks - Feminist Theory: Feminism is a struggle to end patriarchal hegemony and the domination of women. Feminism is not a lifestyle choice: it is a political commitment. Race, class and gender all determine the extent to which individuals are exploited and oppressed. "Feminism is for everyone" Women are insecure, men drink beer. Men are important, women stay in the house. Men are like a consumer of the women. Women need men to be looked after. Women are incapable and unstable, men are capable. Women are dependant - usin

Pick and Mix Theory - David Gauntlet - Picking of different ideologies and ignoring ideologies that aren't agreed with. Uses condescending language to suggest that women who are reading aren't intellectual enough to understand the article without description. Women may read articles like this and think that they have to like kitchens and housework. This is an example of the cultivation theory. Lisbet Van Zoonen - Key theory 8 - Feminist Theory Gender is constructed through codes and conventions of media products and the idea of what is male and female changes over time. Women's bodies are used in media products as a spectacle for heterosexual male audiences which reinforces patriarchal hegemony. --- In the case of 'Woman' magazine, this may not be the case as there is a female target audience. however, this may appeal to a man wanting to buy this magazine for their wives. Male Gaze - Media studies is all about gaze. The audience looks at a media

Media language Roland Barthes - Codes and Agreements Magazines appeal to people because it is a physical thing that can not be caught NME Font Size, Type, Color & Connection - No serif font, especially the main colours, creative displays and promotions Photos, type of shooting, angle-cut images of most artists that focus on them. The in-scene - the front page is a red record of dark black audio like vinyl record. Yellow is a fun idea that can reflect the music scene. Language and lexis - Simple language, uses a good language to cry out in the classroom Anchorage of text and pictures - Type of style / style / media product category. Types that allow producers to understand the audience and allow the audience to choose. Codes and meetings: Symbol - Wavy type can be used to suggest female curves according to public information. Proairetic - An earlier quote made the audience want to find out why Alfred Hitchcock has this idea. Hermeneutic - A woman's pi

Power and media industries - Curran and Seaton - The media is controlled by a small number of companies primarily driven by profit. Cultural Industries - David Hesmondhalgh - Companies try to minimise risk and maximise audiences through vertical and horizontal integration. Regulation - Sonia Livingstone and Peter Lunt - Transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media restrictions at risk Cultural Capital - The cultural resources of an individual (knowledge, clothes, qualifications, habits, conditions, tastes) Gucci Beethoven Louis Vuitton Louboutin Tackiness Lower class newspapers are not very wordy. They have large images that are usually printed in colour to make them eye catching. Writes in the way that words are spoken. Sans serif font. Daily Mirror uses a restricted lexis so as not to intimidate the reader. Self fulfilling prophecy. Allows the producers to manipulate the audience. KEY TH

Newspapers What can affect how an audience may interact with a media product: - Prior Knowledge ( e.g age certificate ) - Ethnicity - Gender - Age - Sexuality - Past Experiences - Family - Location - Political Views - Religious Views Stuart Hall - Reception Theory How an audience receives or interprets information Readings: - Preferred - Audience in favour of producer's ideologies. - Negotiated - Audience is in favour of some aspects of the producer's ideologies. - Oppositional - Audience completely disagrees with the producer's ideologies. Ideology of Christmas is that you should enjoy giving and receiving presents. Its a religious holiday. A lot of families that aren't Christian celebrate it. Preferred - Should be thinking about Jesus and spending time with family and friends. Negotiated - Get together with friends but don't think about Jesus. Oppositional - Not celebrating at all. Local Newspapers have a captive target audience of p