Media Studies

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Number 059

Using Theory for A2 students: A Practical Guide

For all exam boards at A2 level, it is important to be able to apply
recognised media theories to independent investigations and
examination answers. This gives an opportunity for you to advance
an argument or answer a question by demonstrating not just an
awareness of further studies in media and therefore a depth of
knowledge but also the ability to apply relevant knowledge to an
answer which will enhance any demonstration of critical autonomy.

Effective application shows critical autonomy and this skill will be

expected for higher grades. At AS you will have been introduced to
a range of ideas to help you develop your analysis skills. At A2 the
expectation is that you will be able to demonstrate a greater ability
to use theoretical ideas and apply them to a range of texts.

No single response
At the root of effective analysis in media there must be an acceptance
that there is no one right answer and students that approach a text
trying to establish a single meaning will ultimately not achieve a
high mark. The idea of a polysemic text (one in which there is more
than one meaning) and one in which meaning is constantly subject
to a process of negotiation is critical in studying the media and
examiners will expect you to demonstrate this. Theories are a means
of doing this; they are suggested ways of thinking and therefore
indicate that there is more than one possibility.

The aims of this Factsheet are to:

Demonstrate how theories may be usefully applied
Show how theories can be effectively integrated into a discussion
about texts
One of the things that sometimes presents a challenge in Media
Studies is that there is no expected response to the questions set in
assessments. While this may produce uncertainty it also provides
opportunity for more individual learning as you may develop an
idea by using theory. The use of theory demonstrates more than
one way of viewing a topic.

The application of theory should not be divorced from other media

concepts, it should be part of the process of effective analysis. One
way to begin the process is to use the media concepts.

Activity
What theories do you know? Add any theoretical ideas you have covered in your studies so far...
(Note: There are so many media theories that you may not have covered all the ideas listed below (but most are covered by other
Factsheets). In addition, the media is constantly changing and evolving. This means that media theories are open to change and
can (like the hypodermic theory) become outdated or challenged by other theories.)
Media Concept

Other theoretical ideas you have covered?

Some theoretical ideas

Representation

Realism
Formalism
Stereotypes
Reflective

Fantasy
The male gaze
Constructivism

Audience

Uses and Gratifications

Active/Passive audiences
Cultivation
Encoding/ decoding
Moral panic

Audience Effects
Interactivity
Copycat
Social groupings

Institution

PSB/ private broadcasting

Horizontal integration

Vertical integration
Globalisation

Language

Structuralism
Intertextuality
Bricolage
Codes and conventions

Semiototics
Multi-modality
Anchorage

Ideology

Gramsci Hegemony
Pluralism
Feminsism

Marxism
Patriarchal
Post feminism

Narrative

Binary opposition
Narrative structures

Character types
Fragmented narratives

Genre

As an industry tool
Auteur theory

As a guide for the audience