Bricolage and Dick Hebdidge

 Bricolage – a collection or putting together of images, ideas etc to make a new piece of media art. - For an interesting debate on music and bricolage scroll through the link bricolage

Dictionary of Media and Communication Terms

Click the link to the Oxford Dictionary of Media Terms

Genre and there is no genreless text

'a text cannot belong to no genre, it cannot be without... a genre. Every text participates in one or several genres, there is no genreless text'

 Derrida 1981

Genre and Bricolage

Bricolage and Levi Strauss

Gramsci and Hegemony

“Hegemony is the process by which we learn to embrace enthusiastically a system of beliefs and practices that end up harming us and working to support the interests of others who have power over us.” (Brookfield, 2005) Antonio Gramsci “Everything which influences or is able to influence public opinion, directly or indirectly, belongs to it; libraries, schools, associations and clubs of various kinds, even architecture and the layout and names of streets.” (Gramsci, 1985. Pg385) According to the Marxist sociologist Antonio Gramsci (1891–1937) '[...] the rule of one class over another does not depend on economic or physical power alone but rather on persuading the ruled to accept the system of beliefs of the ruling class and to share their social, cultural, and moral values' (cited in Joll 1977: 8). Gramsci called this concept 'hegemony'. Roland Barthes (Mythologies, 1957) was the first to recognise how the 'power of myth' helped to make hegemonic imbalances seem to be 'common sense'. One technique that is used regularly is to label undesired behaviour as 'deviant'.

Encoding /Decoding by Stuart Hall 1980

Just use the first half of this prezi about Stuart Hall. In this model media texts are seen to be encoded in such a way as to present a preferred reading. So that the audience will make sense of it in a certain way. However the audience does not always accept that preferred reading. Dominant – the audience agree Negotiated – the audience generally agree but they may disagree with certain aspects according to their social background Oppositional – the audience disagree