Flashcards
Identity A2 Media studies
Cards in this deck (25)
- 1Fearson 1999 definition of identityArgues that identity is presently used in two linked senses, 'social and personal'.
- 2Giddens 1991 definition of identityStates that identity is the way which individuals see themselves and the way different groups in society see us. Audiences can have a cultural identity(belong different cultures and groups) and a personal identity. (Sexuality, religion, ethnicity etc.)
- 3Hendry 2012 definition of identityIdentities are fixed and predetermined. Linking to traditional gender roles (women doing all the housework)- seen as traditional roles. Identity is shaped by social norms, the family, citizenship and cultural expectations. Identities which do not fit into the social norms were feared.
- 4ConsumerThe audience which is aimed at to buy/interact with the product
- 5Active audienceGet involved with the product
- 6Passive audienceThe audience does not engage with the message, but they accept it without question.
- 7Hendry 2012- identities change through institutions- economicIdentities began to change through the increased awareness of companies and advertisers and that identities were shaped through effective persuasion from the media industry through an engagement through a passive audience soaking up materials.
- 8The Hypodermic ModelThe media are seen as powerful so they inject information to the audience who are seen as weak and passive, soaking up the information and accepting the message which the audience must pick up
- 9Vance PackardThe advertisers were able to manipulate the audience and persuade the audience to buy things they may not want to buy.
- 10David Gauntlett idea of identity"Identity is complicated-everybody thinks they've got one"
- 11Personal identityWhat makes you unique, collection of traits distinguishes you from others
- 12Collective identitySomething that is shared within a group e.g. religion, language, cultural background and ethnicity tastes
- 13Ideology definitionWithin a modern society, we have a complex network of beliefs and values which are shared by large proportions of the population
- 14Personal ideologiesThe outcome of an individual experiences and influences in their lives
- 15Cultural ideologiesConstructed via a number of an institutional sources including the law, our education system and religion
- 16Dominant ideologyThis is Ideology that is shared by the majority. The dominant ideologies of a culture are largely accepted by the media, some can be less common.
- 17Subordinate ideologyThey agree with the set of values with the dominant ideology, but they challenge it and therefore seen as a threat to the belief system because it is different from the majority.
- 18Radical ideologyThe set of values in a direct opposition to the dominant ideology and challenges the view.
- 19HegemonyLeadership or dominance, especially by one state or social group over others
- 20Cultural HegemonyThe ruling class are seen as the norm, benefits everyone but they are the one in power. Linking to Dumbing down/shaping opinion
- 21Hegemonic MarxismThe media provide the public with an ideology that supports the capitalist system.
- 22Capitalisman economic and political system in which a country's trade and industry are controlled by private owners for profit, rather than by the state.
- 23Cultivation TheoryRepeated exposure to the same message such as an advert, this will have an effect on the audiences attitudes and values. This outdated concept treats the audience as passive.
- 24DesensitizationLong-term exposure to violent media which makes the audience more likely to be violent
- 25Mean world syndromeThe audience finds the world more dangerous than it is.
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- Flashcards on Identity A2 Media studies, created by Jade Davies on 05/12/2015.
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- Jade Davies
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