Kate  McCabe    

Think…                  

Kate  McCabe    

Think…  

Think…  

Think…  

Think…  

For  any  ques2on  on  Ins2tu2on  ask  yourself  who  the  ins2tu2on  is  –  their  access  to  money,  their  status,  the  link  with  adver2sers,  their  freedoms  and  restric2ons.  These  elements  have  an  influence  or  impact  on  the  final  media  

text.  Ques2on  how  does  branding  communicate  the  ins2tu2onal  impact?  How  

do  the  values    of  the  ins2tu2ons  communicate  impact?  

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Illusion of Power given to Audiences

Elite & Mass

Marxist – One way text

Liberal Pluralism – Audience

control, interaction Hegemony – some negotiation of power Kate  McCabe    

Codes  &  conven2ons,  Media  language  or  forms  constructs  meaning  for  the  Audience.  Any  ques2on  on  Media  Forms  will  ask  you  to  

consider  what  meanings  have  been  constructed  and  why?  How  does  it  fit  with  the  topic  of  the  text?  How  does  it  fit  with  dominant  ideology?  

SAM SLATCARD

Editing Techniques, speed, pace

Mise-En-Scene

Action & Enigma Codes Paradigm & Syntagm Narrative & Genre Hall’s Preferred Readings

Symbols & Icons

Kate  McCabe    

What  are  audience  expecta2ons  for  this  type  of  text,  from  this  ins<tu<on,  on  this  

par<cular  topic?  Once  you  are  aware  of  this,  you  can  ques2on  how  the  text  appeals  to,  engages,  

communicates  to  the  audience  by  mee<ng  those  expecta<ons?  Or  challenging,  shocking  or  surprising  them?  

Katz & Blumler Uses & Gratifications

Two-Step Theory influenced by

Opinion Leaders

Feeding into Moral Panics

Passive engagement or Active engagement

Active vs Passive theories of Audience

Mass, Elite, Primary, Secondary, Niche

User generated Content

Kate  McCabe    

As  representa2ons  are  constructed  by  the  text  producers  (through  media  forms,  codes  &  

conven2ons)  ques2on  how  it  reflects  or  creates  Dominant  Ideology.  Does  it  mirror  

the  posi<ve  or  nega<ve  stereotypes  which  exist  or  does  it  challenge  or  add  new  perspec2ves  to  stereotypes?  Does  it  provide  a  

recognisable  narra<ve  for  audiences?  

Levi Strauss’ Binary Opposition

Todorov’s narrative Structure

Propp’s Character Types

Mainstream, Marginalised, Voiceless

Symbols & Icons

Hall’s Preferred Readings Mise-en-Scene

Cultivation & Desensitisation Kate  McCabe