Media Theory
Stuart Hall
Reception theory
Hall proposed the idea that all media has a message its trying to tell, producers encode messages into their media for the audience to later decode.
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The audience can read the messages and react in one of 3 ways:
Dominant Reading:
Negotiated Reading:
Oppositional Reading:
This is the meaning the producers indented and how they wanted you to react.
This is when you agree somewhat with the message but not fully. you understand where the producers are coming from, but disagree on a certain level.
This is when you flat out reject the intended message. You reacted the complete opposite way to what the producers wanted.
Texts and media can communicate certain messages to an audience in order to have an effect on them, whether that's challenging pre-existing notions or implementing new ideas. A passive audience is one that offers up zero rebuttal for the information being fed to them, factual or not. An active audience is one that challenges what they're being told and is less likely to take something at face value.
Hypodermic Needle
This model was popularized by the Frankfurt school, Germany, in the early 1900s. It suggests that the media conveys a message similar to how a needle injects someone with something.
The media has a message which, when consumed, is then "injected" into the audience, who accept it at face value and with no counter. the audience now believe whatever the media told them and will act in align with those beliefs.
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Obviously there are a few issues with this model. As previously stated, audiences can react in different ways to different things, not everyone will accept what they're being told to believe straight way. this theory doesn't acknowledge that people have free will and aren't all passive.
Two-Step Flow
Katz & Lazarsfeld
Two - Step Flow Model
The two step flow model proposes that the messages in media are decoded by a few influential people, who share their opinion to the audience. These are called "opinion leaders", and they relay and interpret media for the masses.
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This aligns with the broader idea that there are "elites" that control the media (and everything else) and have a certain agenda they want to spread. Elites use the media in order to set their ideals as "common sense" in the minds of the masses so that outcry and rebellion against the way things are is seen as ridiculous/impossible and they maintain control.
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The dominant ideology is typically the ideology of the affluent ruling class that has been imposed on the masses via media and culture - also ruled by the elites.
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Hegemony Model
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Media Literacy
The preferred reading of this text is that Brexit would make Brittan 'great', and voting against this would be an act of betrayal. the producers want you to believe that the only way for Brittan to be great is to be independent.
The negotiated reading of this text is that Brexit has upsides and downsides, and that its not fair to frame it as a betrayal, and Brittan is already great!
The oppositional reading of this text is that they're wrong - Brexit would do the opposite of making Brittan great. if anything, it would be a betrayal to vote for brexit!
The sun isnt regarded as an accurate or reliable source for news - they often bend or exaggerate the truth to push a narrative.
Media Literacy is the ability to create media, decode messages put there by producers and look at the kind of feelings, attitudes and behaviour those messages could insight.
Media literacy is becoming more and more important with our increasingly online world, in a time of growing political extremism and in an age where you literally can't go 10 minutes without watching an ad.
Source awareness is being aware of what intentions are behind the source putting the media out, and how credible that source is. Does the source have a certain agenda it pushes? Is it biased? Can you trust it?
Media framing is how producers frame the narrative, emphasizing certain facts while diminishing and omitting others in order to influence the audience's opinions. This can be done through rhetoric, images, adding/leaving out context etc.
Data literacy is being able to read, interpret and analyze data and statistics in media.
The main image is a conglomerate of British landmarks and staples. this is to emphasize Brittans "greatness" and to push that we dont need the EU since were so great already.
the huge text gives away that this newspaper is probably a tabloid - the kind that targets a less intellectual crowd. The text also implies that if mps dont vote to leave the eu it would constitute some kind of betrayal. this is very emotional language, its put here to rile up the reader and get them thinking emotionally - not logically.
FIND corbyn sheet xxxx
