Media language and representation theory
Media Language
- Concept of Media Language refers to the multitude of forms, techniques, and strategies employed by media producers to communicate messages and meanings.
- Involves different elements such as codes and conventions used in construction of media texts. This can be words, images, sounds, or icons.
- Roland Barthes' theory of denotation and connotation: Denotation refers to the basic, literal meaning of a sign, whereas connotation is the cultural, symbolic, or emotional meaning associated.
- Levi-Strauss' structuralism: Media follows certain structures or patterns. These patterns are shaped by our cultural experiences and expectations.
- Dyer's star theory: Emphasizes on how royalty, presidency, or celebrity status is constructed by media by their manner of presentation and self-representation.
- Use of texts and discourses in media language, where texts convey specific messages and discourses reflect ideologies or beliefs prevalent in society.
Media Representation Theory
- Refers to the ways in which media portrays particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective.
- Stuart Hall's Representation Theory: Suggests media representation is a construction of reality. It uses three approaches: Reflective (representation reflects reality), Intentional (author's intention shapes the representation), and Constructive (representation is constructed by various codes).
- Stereotyping and Archetypes: Media often use stereotypes, broad generalizations of certain groups, or archetypes, ideal examples of a certain type, as shorthand tools for character development.
- Laura Mulvey's Male Gaze theory: Media texts are often created from a straight, male perspective, objectifying women.
- Marxist view of Media: Suggests that those in power construct media messages, reinforcing prevailing power structures and downplaying oppositions.
- Implication of media representation on audience perception and identity construction.
- Counter-hegemonic representations: Challenging or opposing mainstream or dominant ideologies portrayed in the media.
Role of Context in Media Texts
- Historical context: Understanding the time period in which a media text was produced helps understand its content, style, and themes.
- Cultural context: Knowing the cultural background can greatly impact interpretation of messages and representations in media texts.
- Social-Political context: Reflects how media texts can be influenced by or can influence societal norms and political ideologies.
- Economic context: How financial implications shape media output, such as commercial constraints, sponsorship or marketing strategies.