Thursday, 14 March 2019

Theories

Curran and Seaton

Media Industries are dominated by a small number of large conglomerates. (eg The Big Six)
The conglomerates only care about profit and power. 
Limits variety creativity and quality (eg Disney)
More independent companies can produces more adventurous productions
HoC streamed on Netflix

When Netflix reported its fourth quarter of 2012 results on January 23, 2013, days before "House of Cards" debuted, the company had 33 million streaming subscribers. Its quarterly sales were less than $1 billion. The company's market value was $5.7 billion.


Power in the sense that HoC can influence peoples views on politics. 


Hesmondhalgh

Companies try to minimise risk through vertical and horizontal integration.
The largest companies or conglomerates now operate across a number of different cultural industries.

Issues with Media Concentration



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Task 3 analyse the set text (HOC)  p 179 – 183 from the revision notes. 

Halls Theory of encoding and decoding https://www.slideshare.net/alexeglen/stuart-halls-reception-theory
The theory states that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. The text is then decoded by the audience.
Different spectators will decode the text in different ways, not always in the way the producer intended. A text can be received in one of three ways;
Dominant or Preferred Reading 
This is when the text is read in the way the producer intended the text to be read. 
The audience agree with the messages and ideology that the producer has placed behind the text.
Negotiated Reading 
This is a compromise between the dominant reading and the oppositional reading of the text. 
The audience accepts the views of the producer but also has their own input and understanding of the text. 
Oppositional Reading
The audience rejects the producers preferred reading and creates their own reading of the text, usually this is the opposite of what the producer intended.
The reader rejects the meaning completely as they do not agree with the message that is being presented to the audience.



















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Gauntlett 

Media forms influences the individuals lifestyles and choices



Van Zoonen

Van Zoonen argues that the way women bodies are represented as objects in patriarchal culture is different to the representations of male bodies as spectacle. She agrees with Butler that gender is preformative and contextual.
An example of Van Zoonen in House of Cards is when Zoe walked past Frank at the ball and Frank saw Zoe as an object and was staring from behind her. 
Claire subverts - she is a powerful CEO rather than just Franks wife 

bell hooks 

hooks concept of 'intersectionality' - that intersections, gender, race, class and sexuality create a 'white supremacist capitalist patriarchy' whose ideologies dominate media representations - is a high level theory. 
In House of Cards the powerful figures are White, male and middle class, reflecting the 'White supremacist capitalist patriarchy' but in a grotesque manner.
Zoe uses her sexuality to attract Frank.
Claire subverts from feminism as she oozes power. 

Butler

Gender is how you express your masculinity. Its not the result of nature but it is socially constructed. 



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