Roland barthes

Revise the following terms and theories

Terms

Masthead  -  coverlines  - direct address  - mode of address –  aspirational  figure - High key lighting – 

non verbal communication  – connotations – shot size – anchorage – psychographic - demographic - gender norms

Key Theories to Revise

• Gerbner - Cultivation Theory
• Marjorie Ferguson - Gender Identity
• Roland Barthes - Sign, Signifier, Signified  (connotations)
• Young and Rubican - Psychographics
• NRS social grade scale
• Gauntlett Pick & Mix   

MASTER HEAD - It is the title of a newspaper or magazine that is printed at the top of the front page. In magazines you usually find it at the top of the front cover and it establishes the name of the magazine.

COVERLINES -  It is a headline on the front cover of a magazine advertising a story or feature inside. In magaines it  can be seen as a short statement found on the cover of the magazine that alludes to or   describes the articles inside. Their purpose is to entice the reader into picking up and/or buying the magazine. Generally there's one main larger cover line and then a few (or lots of) smaller ones.

DIRECT ADRESS - The use of a term or name for the person spoken to, as in securing the attention of that person. It is what the magazine addresses someone as.

MODE OF ADRESS - The ways in which relations between addresser and addressee are constructed in a text. IT IS How the magazine addresses the reader.

ASPIRATIONAL FIGURE – someone, usually a modle which the audience should aspire to be like.

HIGH KEY LIGHTING - High-key lighting simply refers to images that are mostly bright, with a range of light tones and whites and not very many blacks or mid-tones

NON VERBAL COMMUNICATION –  communication through sending and receiving wordless clues.

It includes the use of visual cues such as body language (kinesics), distance (proxemics) and physical environments/appearance, of voice (paralanguage) and of touch (haptics).

CONNOTATIONS – when it gives a message to the audience and it emplies something importand.

SHOT SIZE – ho big things are in a picture.

ANCHORAGE – text which is in a bigger font so that it stands out to the audience and they can clearly remember it.

PSYCOGRAPHIC – segmentation devides the marked into groups based on social class, lifestyle and personality. it is based on the assumption that the types of products and brands purchased by an individual will reflect that person's characteristics and living patterns.

they are divided in:

- aspirers

- succeeders

- resigned

- explorers

-strugglers

- reformers

DEMOGRAPHIC – information is used in media marketing to classify an audience into age, gender and rage. Demographics are broken into brands depending on peoples jobs and status.

they can be divided in:

A- higher management

B-middle management

C- offie supervisors

c2 - skilled manual workers

D - semi skilled and unskilled manual workers

E- unemployed, students, casual workers.

GRNDER NORMS – what society expects people to do based on their gender.

CULTIVATION THEORY

was developed by George Gerbner and argued that television has gradual long term effects. they argue that these changes are not actually changes, but just reinforce the norms. People who watch more television are more likely to be influenced. This happens over time and with lotsof television viewing. it reinforces a person's opinion, rather than changes it.

Gerbner called this effect ‘mainstreaming’. Cultivation theorists distinguish between ‘first order’ effects (general beliefs about the everyday world, such as about the prevalence of violence) and ‘second order’ effects (specific attitudes, such as to law and order or to personal safety). There is also a distinction between two groups of television viewers: the heavy viewers and the light viewers. The focus is on ‘heavy viewers’. People who watch a lot of television are likely to be more influenced by the ways in which the world is framed by television programs than are individuals who watch less, especially regarding topics of which the viewer has little first-hand experience. Light viewers may have more sources of information than heavy viewers.

this theory does not take into account a persons' experience or personal background.

The audience is PASSIVE.

Mean world syndrome

television violence influenced the public's conceptions of violence in their lives and in society, making them more fearful. it is the belief that the world is more violent and brutal and dangerous than it really is.

those who absorb more media are the ones most influences. television and media cultivate the status quo, they do not challenge it.