Revision - in class test

Terms-

Masthead- the title of a newspaper or magazine at the head of the first or editorial page

Coverlines- a headline on the front cover of a magazine advertising a story or feature inside

Direct address- extending or moving from one place to another without changing direction or stopping

Mode of address- a name or title used in speaking or writing to a person of a specified rank or function

Aspirational figure- saving or characterized by aspirations to achieve social prestige and material success

High key lighting- a style of lighting for film, television, or photography that aims to reduce the lighting ratio present in the scene

Non-verbal communication- includes gestures, facial expressions, and body positions (known collectively as “body language”), as well as unspoken understandings and presuppositions, and cultural and environmental conditions that may affect any encounter between people

Connotations- an idea or feeling which a word invokes for a person in addition to its literal or primary meaning

Shot size- how big things are in the picture, and whether it mainly shows the setting, people in the setting, or details of faces and things

Anchorage- the action of securing something to a base or the state of being secured

Psychographic- the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research

Demographic- statistical data relating to the population and particular groups within it

Gender norms- a social role encompassing a range of behaviours and attitudes that are generally considered acceptable, appropriate, or desirable for people based on their actual or perceived sex or sexuality

Theories-

Gerbner - Cultivation Theory-

• Created by George Gerbner in 1976
• Looked at how the television influenced people
• This theory argues that television has gradual long-term effects
• Television just reinforces the norms
• Claimed that TV defined social roles & behaviour
• Gerbner argued that people who watch a lot of television are more likely to be influenced
• Gerbner argued that the television reinforced persons an opinion over time if they watched a lot of television.
• An experiment got two groups of college students to watch lots of television to do with action and adventure. One group watched a lot and the other a little. The group that watched a lot of television were more fearful of life afterwards.

Marjorie Ferguson - Gender Identity-

• Women’s magazines constantly reiterate the need to ‘Be more beautiful’, providing readers with what they should aspire to look like, before providing them with the tools to achieve a desired ‘look’. 

• ‘getting and keeping a man’ is commonly seen as a primary goal in women’s magazines. Making oneself more attractive is therefore seen as a woman’s ‘duty’.

Roland Barthes - Sign, Signifier, Signified  (connotations)-

Young and Rubican - Psychographics-

NRS social grade scale-

Gauntlett Pick & Mix-

• The idea that the media provide us with ‘tools’ or resources that we use to construct our identities
• The idea that whilst in the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas