Kaye: Media Exam Blog 1 - Mr Pall

  Part 1: Media Factsheet reading 1) What is the definition of structuralism provided by the Factsheet?  Structuralism is a theoretical perspective that emphasises the  existence of universal structures underlying the surface  differences and assumed randomness of various cultures, stories  and media texts. 2) What are binary oppositions and why are they important? Binary opposition is evident in the above kinship relations as husband / wife, parent / child. These are important because it allows people to categorise and represent objects and ideas with symbols.   3) How do genre and auteur theory link to structuralism?  Genre and auteur theory link to structuralism due to genre emphasise patterns that can be identified across a range of texts and usually focus on identifying key conventions within a genre. 4) Look at page 4 of the factsheet. What is post-structuralism? Post-structuralism is interested in how ‘external’ structures can affect meanin...

  Part 1) Applying Reception theory to adverts 1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert? The preferred reading for the RBK 50 Cent advert is to allow audience to be what they are and that they don't have to change themselves as the slogan says "I am what I am". The negotiated reading could be that they could accept themselves as they are but it could also lead to consequences as in the advert it symbolises the gunshots and what the male character had gone through. The oppositional reading could be the idea that it supports the crime idea and how they aren't changing.  2)  What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work? The preferred reading for the coca cola advert could be that it is being served to a restaurant which means that the product is good. The negotiated reading could be that the drinks are unhealthy but they taste nic...