2. Theory Quiz 1
Will do short quizzes every lesson for awhile to build your knowledge of
theory/theorists – they will get progressively more difficult
3. Slides include:
1. Person, theory name
2. Simplified theory
3. Apply to media text
Optional challenge: Evaluation of the theory (usefulness)
5. Semiotics theory simplified:
• All media texts contain ‘signs’ which carry meaning to be read or
interpreted by audiences
• These signs can be understood:
• Denotation – the literal meaning or what they are
• Connotation – the associated or symbolic meanings
• Sometimes, these signs can create ideological or ‘natural’ meanings
which are called myths.
6. Applying to media text (1): Lucozade advert
DENOTATION Guy wearing black t-shirt
CONNOTATION Well known footballer (Gareth Bale)
wearing athletic clothes/football like
uniform (stripe in v neck t-shirt)
MYTH (ideology): A top athlete: male, masculine, white,
groomed, muscular/athletic, superior (very
reinforced)
7. Applying to media text (1): Daily Mail
DENOTATION a) …Meghan’s solo feminist walk…..
b) ….and why Charles, NOT mum….
c) Meghan seen walking in navy dress
CONNOTATION a) ‘solo’ and ‘feminist’ have negative
connotations as though she is being
defiant
b) ‘NOT’ being capitalised to stress that
tradition is being somewhat followed
c) Feminine, classy, sophisticated, etc
MYTH (ideology): The myth: bride following traditions of
marriage, royal weddings are highly
traditional. This cover challenges these
‘myths’ because she’s not following all
these ‘traditions’.
8. Evaluation of theory
√ x
• Method to understand layers of
meaning (scaffold)
• Accessible
• Different audiences, different
readings
• Connotations = complex
12. Structuralism or Binary Opposition theory
simplified:
• All texts can be understood by their underlying ‘structure’
• This ‘structure’ is often made of a conflict from binary opposites that
drive the narrative forward.
• This drive forward usually positions the
audience to support a particular
ideological ‘side’.
13. Applying to media text (1): Batman
• Reinforces different roles of the
characters:
• Hero and villain
• Their opposition gives structure to
keep the story moving forward
(sometimes, back and forth)
• Think of the story without binary
opposition!
14. Applying to media text (1): Stranger Things
• 2 main characters discussing boys in corridor,
Nancy and Barb
• Nancy: smaller, stereotypically attractive
• Barb: larger, stereotypically less attractive
• Reinforces different roles of the characters:
• Nancy: protagonist
• Barb: helper or sidekick
• Allows audience to understand their different
roles/personalities
• Their opposition also moves narrative forward
15. Evaluation of theory
√ x
• Accessible due to conditioning
(you learned this from young age
ie fairy tales)
• Binary opposition perpetuates
stereotyping (often negative)
• Challenging when there is not
clear binary opposition (when
implicit)
• Easier with explicit narratives
17. Student check point
• Structuralism is …..
• Example of binary opposition in film:
• Example in news:
• Example in advertising:
• Binary opposition provides _________ and d________ the narrative forward
• The forwarding of the narrative usually positions the audience to support an
___________cal side.
18. Self/peer checklist (with a class mate?)
1. Are all 3 or 4 of your slides in correct and in right order?
2. Is your theory clear, simple, accurate?
3. Have you chosen a suitable media text to apply your theory to?
4. Have you applied the theory correctly to your media text?
Optional: Have you evaluated* your theory appropriately? (usefulness)
*Other words for evaluate: assess, appraise, weigh, scrutinise, pick apart, gauge
19. Homework
• 1. Make any improvements to your presentation
• 2. Revise the theorists names for quiz (we will do a different one
every lesson)
