THEORIES

Theories:

Semiology - Barthes
  • Can be applied to any sign, including language and image, to examine connotations and ideology.
  • Draws attention to the naturalising effect of ideology in any text - this applies particularly to the newspapers and magazines, as headlines typically assume a shared view of the world with the readers in order to be easily understand.
Genre - Neale
  • Can be applied to any media product that has genres and links together media language, audiences and industries.
  • The concept of genre as a shared code explains how genres can change (e.g. the 'quality' press becoming more like tabloids) and hybridise (e.g. the middle-market tabloids, such as the Mail, that follow both, 'tabloid' and 'broadsheet' conventions). 
Representation - Hall
  • Can be applied to any media product.
  • Applies particularly to the role of power in representations - both the general distribution of power in society and the power of the print media as an institution - but also the power of the audience to decode representations in different ways. 
Identity - Gauntlett
  • Applies to the sense of identity that a newspaper or magazine can offer his readers e.g. the identity of a liberal, progressive Guardian reader or a patriotic, hard-headed Mail reader; a Royalist Hello magazine reader or left-learning Big issue or Private Eye reader.
  • Applies to the way different sections of print media offer diverse and sometimes contradictory media messages to audience, thus offering a range of points of identification. 
Feminism - Van Zoonen
  • Can be applied to any media product, especially representations of gender.
  • The concept of patriarchy may be applied to the ownership and control of print media companies, the recruitment and those of their professionals, news values and the representation of gender, especially the representation of women's bodies. 
Postmodernism - Baudrillard

Despite 'Oh Comely' attempting to portray their magazine as its true unique self, it is argued an abstraction of being artificial. 

















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