Key Media theory

1. Key Media theory A2 MEST 3 revision

2. Structural theory Codes or languages studied and the signs from which they are made such as words in a spoken or written language Also physical languages e.g. nodding head Meaning is in relation to class, gender, sexuality and race.

3. Structural theory: Semiotics • Saussure (1983) said there are 3 levels on which we read media texts • Syntactical level – basic denotations; its dominant elements e.g. colour • Representational level – representations conveyed in the text • Symbolic level – hidden cultural or symbolic meaning conveyed • Two steps to reading signs • Denotations – occur immediately • Connotations – rely on the representational & symbolic levels of meaning that can be associated with or suggested by a sign

4. Barthes (1967) developed Saussure’s ideas to analyse media texts in relation to culture. He suggested that our understanding of many media texts rests not merely upon what the texts portray but on the texts’ relationship to frequently told stories or myths in our culture. • E.G. Cinderella myth • Final layer of signification in media texts relates to cultural meaning.

5. Fiske (1982) warned that there’s a tendency to read connotations aas if they were self-evident truths – as if they were denotations. Specific cultural meaning, although some texts attempt to limit the meaning offered.

6. Structural theory: Structuralism • A semiotic perspective in which societies, cultural practices and artefacts, such as media texts, can be analysed as languages or signifying systems. • Barthes (1974) argued that there are narrative codes that are identifiable across a range of media texts: • Action codes - narrative • Enigmatic codes – questions/riddles to be solved • Symbolic codes – binary opposites

7. Structural theory: Auteur theory Auteur theory looks for patterns in the films of particular directors who are seen as the ‘authors’ of their films. Grist (2000) argued that the films of director Martin Scorsese always explore themes of masculinity and repression

8. Structural theory: Post-structuralism Challenges many of the assumptions of structuralism, most importantly that there is any one meaning made. Plays down the role of ‘author’ (writer or director) of texts and emphasises instead the range of different meanings and interpretations that different audiences create. Challenges the notion that it is possible to identify clear structures in texts and emphasises the arbitrary relationship between signifiers and the signified. Many different media texts contain floating signifiers that can be interpreted differently by audience members.