Exam notes

 20 marker:

• spend at least 40 mins with a 3 min plan
• start with this question
• mention passive and active audience theory (passive negative, active positive)
• theorist with a date - Gauntlet 95 'filter and adapt' & altmen 99 'audience pleasures'
• argue/debate both sides 
• refer back to the question
• mention regulatory bodies
• examples are 10 marks so include lots
• online age/parental control

Theory, Dates, Full name:

• name and theory are most important especially the theory as you only need to include a surname. Date is also good to include but is not the most essential element.

Active audience theory:

• positive entertainment
• Escapism
• 'McQuail' uses and gratification
• surveillance (what is the audience learning)
• personal identity (what's relatable: race, religion, gender, ideology' Filter and adapt

Passive audience theory:

• 'Anderson' desensitization
• 'Packard/ adorn' hypodermic syringe, easily injected with negative content
• parental control 24/7 access to content, parents are digital immigrants protecting digital natives
• 'Cohen' moral panics 
• 'Ferguson' there are no real long terms effects of viewing negative media content
• 'Earps and Katz' male characters are violent and controlling
• 'Mulvey' unrealistic beauty standards

Representation:

• How people and places are presented in the media
• gender, sexuality, race, religion, types (heroic protagonist, antagonist...)
• 'Mulvey' male gaze
• 'Earps and Katz' men are violent and controlling
• parts of Mise En Scene (costume, gestures)
• stereotypical or challenged
• 'rogers' ideal self and partner
• 'dyer' representations should be questioned

Narrative/Narratology:

• story
• characters - heroic protagonist, antagonist, prince princess characters
• Strous 'binary oppositions' good vs evil
• similar narrative structure (beginning, middle, end)
• 3 main stages (equilibrium, disequilibrium, resolution)
• Altmen 'enigma offers the audience mental puzzles' makes the audience consider

Above and Below the line advertising:

• above the line used to target mass audiences
• billboards
• TV advertisements
• Radio
• social media
• newspapers
• below the line used to target a specific audience

Web 2.0:

• interactive web 
• technological convergence
• digital natives access via black box devices
•