How does media language incorporate viewpoints?

Media language incorporates viewpoints by selecting and combining elements that represent particular perspectives.

Explain how ideologies are embedded in media language.

Ideologies are incorporated through the values, beliefs and assumptions embedded in codes and conventions.

What influences how audiences respond to and interpret media language?

Audiences interpret media language based on their own cultural knowledge and experiences.

What factors influence audience interpretation of media language?

Interpretation is influenced by recognition of codes, conventions, genre and intertextual references.

How can media language naturalise a particular point of view?

By presenting a constructed perspective through familiar codes and conventions, so that it appears to be simply how things are rather than a choice that was made.

AQA A-Level Media Studies 7572

Media Language

Topic overview Codes and conventions Constructing meaning through media language Genre, hybridity and intertextuality Viewpoints, ideology and audience interpretation Semiotics: signs and their types Semiotics: paradigm, syntagm and anchorage Barthes: denotation, connotation and myth Narratology: narrative codes and diegesis Todorov: equilibrium, disruption and new equilibrium Genre theory as summarised by Neale Structuralism: binary oppositions and mythemes Structuralism: ideological reading and deconstruction Postmodernism: pastiche, bricolage and implosion Baudrillard: simulacra, simulation and hyperreality

Media Representation

Topic overview Constructing representations Why producers make the representational choices they do Social and cultural context in representation Stereotypes: positive and negative use Under-representation and misrepresentation Representation, realism and the values it carries Industry contexts and representational choice Discourse, ideology and audience positioning Theories of representation: stereotypes and countertypes Theories of representation: misrepresentation and selective representation Theories of representation: ideology, hegemony and constructed reality Hall on representation: encoding and decoding Theories of identity as summarised by Gauntlett Feminist theories: the male gaze and patriarchy Feminist theories: van Zoonen and hooks Theories of gender performativity Theories around ethnicity and postcolonial theory

Media Industries

Topic overview Production, distribution and circulation Ownership and control Economics and funding of media industries Marketing and maintaining audiences Regulation of media in the UK Digital convergence and the individual producer Regulation in global production and circulation Curran and Seaton: regulation, deregulation and the free market Curran and Seaton: concentration, conglomerates and public service broadcasting Curran and Seaton: neo-liberalism, surveillance and privacy Curran and Seaton: the central argument Livingstone and Lunt: the public sphere and governance Livingstone and Lunt: media literacy Livingstone and Lunt: power, value and globalisation Cultural industries as summarised by Hesmondhalgh

Media Audiences

Topic overview Grouping and categorising audiences Targeting, attracting, reaching and addressing audiences Media technologies and patterns of consumption Mass and specialised audiences Niche and fan audiences Audience interpretation and its circumstances Media effects: uses and gratifications Media effects: hypodermic needle and moral panic Media effects: media literacy Bandura: social learning and imitation Cultivation theory: socialisation and the bardic function Gerbner: cultivation differential, mainstreaming and resonance Reception theory: agenda setting, framing and myth making Hall on reception: the three reading positions Fandom 'End of audience' theories

Contexts of the Media

Topic overview Social context Cultural context Economic context Political context Historical context Analysing media products in context

Media Forms and Products

Topic overview Advertising and marketing Music video Radio Newspapers Film as an industry Television Magazines Online, social and participatory media Video games

The Cross-Media Production and Assessment

Topic overview Close study products and how they are used The NEA brief and its requirements The Statement of Intent Applying the theoretical framework in production Producing across platforms for a specified audience Extended response and synopticity

Media Language

Viewpoints, ideology and audience interpretation

1 thing to know
Media One and Media Two

Overview

Preferred readings, how media language naturalises a point of view, and why the same codes yield different meanings.

What you need to know

Answer each one before you reveal it.

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Key term

What is a preferred reading?

Questions from this subtopic

Each one with the model answer underneath.

1
How does media language incorporate viewpoints?
Model answer
Media language incorporates viewpoints by selecting and combining elements that represent particular perspectives.
2
Explain how ideologies are embedded in media language.
Model answer
Ideologies are incorporated through the values, beliefs and assumptions embedded in codes and conventions.
3
What influences how audiences respond to and interpret media language?
Model answer
Audiences interpret media language based on their own cultural knowledge and experiences.
4
What factors influence audience interpretation of media language?
Model answer
Interpretation is influenced by recognition of codes, conventions, genre and intertextual references.
5
What is a preferred reading?
Model answer
The interpretation a producer has built a product to encourage, established through the selection and arrangement of media language so that one way of understanding it is made the most available.
6
How can media language naturalise a particular point of view?
Model answer
By presenting a constructed perspective through familiar codes and conventions, so that it appears to be simply how things are rather than a choice that was made.

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Media Language

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Media Industries

Media Audiences

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Postmodernism holds that the hierarchy has .

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Denotation means the literal, common-sense meaning of a sign.

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