Strauss - Binary Opposition

Strauss: Binary Opposition

• Strauss identified that we understand the world by the relationship that two opposites have together. For example, we understand bad behavior by knowing what good behavior should be.  
• He believed that narratives are arranged around the conflict of binary opposition. 
• Some of these opposition could include: 

1. man vs woman 
2. good vs bad
3. day vs night 
4. old vs new
5. rights vs wrong

Todorov: Equilibrium Theory

Todorov: Equilibrium theory

• traditional narratives follow a 3 part structure of beginning middle end which unfolds in a narrative arc of 4 phases: 

1. Exposition 
2. Introduction of conflict 
3. Climax 
4. Resolution 

• the narrative is usually a chronological and linear sequence of theme, actions and motives. 
• Todorov identified that the 3 part structure has 5 stages.

1. Narratives begin with a state of equilibrium 
2. this is equilibrium is usually disrupted by an event to create disequilibrium 
3. these is then recognition of the disruption by the central character 
4. the central character goes as an quest to overcome and restore the disruption. 
5. this quest is successful, there is a happy ending and a return to a normally on a new equilibrium. 
   

MEDIA EFFECTS: Albert Bandura

• The idea that the media can implant ideas in the mind of the audience directly 
• The idea that audiences acquire attitudes, emotional responses and new styles of conduct through modeling 
• The idea that media representation of transgressive behavior, such as violence or physical aggression, can lead audience members to imitate these form of behavior

BANDURA looks at the way that media texts have a direct influence an it's audience. For instance he argues that violence is prevalent in the media and therefore exposure to this violence in various forms enables us to perceive violence as acceptable way to deal with situations. Bandura called this "MODELLING"  of behavior

RECEPTION THEORY: Stuart Hall

• The idea that communication is a process involving encoding by producers and decoding bu audiences 

• The idea that there are three hypothetical positions from which messages and meaning may be decoded : 

1. The dominant- hegemonic position: the encoder's intended meaning (the preferred reading) is fully understood and accepted 
2. The negotiated position: the legitimacy of the encoder's message is acknowledged is adapted or negotiated to better fit the decoder's own individual experiences or context 
3. The oppositional position: the encoder's message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way 
   
   
   
   
   
   
   

CULTIVATION THEORY: George Gerbner

• The idea that exposure to repeated patterns of representations over long periods of time can shape and influence the way in which people perceive the world around them. 

•     The idea that cultivation reinforces mainstream values 

•      That media messages aren't directly injected into the passive media audience but they are built up by a series of repetition and enforcing of the message. This then instates the hegemony. 

• This is similar to what Altusser describes as interpellation the process of hearing and seeing similar messages in media texts so that the ideology in enforced onto the audience, which in term makes them passive.