Codes and conventions

 Codes and conventions are typical key elements that are found in media products. 

For example, film posters include billing blocks, Titles and images. 

 

Neale and genre theory – repetition and difference 

For example, James bond movies are repetitive but they change all the time in actors and storyline. Marvel movies are repetitive but they always have different actors but the world always seem to be “ending”. 

They always have a pre-established audience and fanbase.  

Sans Serif – less formal  

Serif – formal font with hard edges. 

 

Semiotics – signs and symbols 

 E.G Red Dress – love, anger, death 

Connotations\ encoded message 

 

 

Cultivation theory 

 A high user of media that can have their thoughts changed so they fit in with society more.  

He believed that if you used media for more that 8 hours a day, you would be influenced by media. 

 

Two Step Flow: 

The opinion leader is someone who people look up to and respect. Then the audience then wants to be like the opinion leader and will want to buy what they have. 

 

Uses and gratifications 

Diversion is where the audience watches the media for escapism.  

Surveillance is where they watch the media to learn 

Personal relationship is where the audience is where they watch the media to relate to the relationship. 

Identity is where they watch the media to relate or make their identity 

Postmodernism - hyperreality (life online) making a mediated version of themselves.

Gatekeeping - controlling content.

Identity theory - using media to construct identity.

Fandom theory - Form a relationship/ common interest over a product.

reception theory - 

Preferred reading - 100% agrees with intended message.

negotiated reading - Partially agree with initial message.

Oppositional reading - 100% disagree with the message.

End of audiences 

Consumer - how you watch something / consume the media

Prosumer - where they make their own media about the media.