Mass Communication and Gender

Roland Barthes
spectator theory
 rhetoric of the image
types of messages
- denoted (what is being shown visually)
- connoted (what this makes me think about)
- linguistic (what words are being used)


Stuart Hall
Three different hypothetical codes within images are:
dominant - viewer can agree with what is being shown
negotiated - the viewer understands what is being shown
oppositional - the viewer disagrees with what is being shown, to do this they must first understand it


Gramsci
Why do we use the internet?
There are many purposes for using the technology and social media that we as consumers do; there is information readily available at our hands, connecting on social media sites help us to not feel as alone however the more we use social media the more alone we feel, the entertainment available helps to fulfil our lives with daily humour and removes the feeling of 'doing nothing'


Blumler and Katz
The audience have needs which are fulfilled by the interactions they have with social media websites and tv, watching certain programmes draws friendships closer as they have mutual interests, it also serves an a form of escapism, many people get drawn into the fantasy world and forget their own lives and problems for a short period of time.


Stephen Heath
He proposed that many people enjoy the cinema because it is imitating the dreams that people have and is a form of escapism from real life. He says that people can accept the absurdity in film because the qualities are almost dream-like; sitting comfortably in a dark quiet room watching an unrealistic scene is somewhat permitted because the atmosphere reminds people of laying asleep and dreaming.