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Year 12 – NEA Music Video – Universal artists 4: Polydore

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Year 12 – NEA Music Video – Universal Artists 5: PM:AM Recordings

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PM:AM Recordings (this is Universal’s main dance label):



Year 13 – Key Concepts – Representation

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Mulvey – Male Gaze

The Bechdel Test

The Female Gaze

Judith Butler – Queer Theory

Hebdidge and Subculture

Bell Hooks and the inconnectivity of race, class and gender


Create a ‘revision place mat’ to revise all aspects of representation theory.  It should be no bigger than an A4 sheet, so it can be stuck on a desk for later help.  It should have as much information as possible on it.  You can use colour, text boxes and images – it should be helpful to you, but able to be shared with others.

Here are some examples…

mat-4 mat-3 mat-2 mat-1

Year 13 – Key Concepts – Audience

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 The Hypodermic Needle Theory

Bobo Doll Experiment

Two Step Flow

Reception Theory

Uses and Gratification Theory

Passive and Active Audience

Dyer – Fandom and Utopia

While some have suggested that fandom is a pointless pursuit of escapism, Richard Dyer suggests otherwise.  Fandom is not merely a celebration of fastistic utopia, but rather an active pursuit of utopianism.  Fans are creative.  They form social communities, they share ideas and common values and produce political statements.  For example, Star trek signposts a utopian future where racism is a distant and forgotten prejudice.  Fans responded to the show with a version of slash fiction in which homophobia was also a lost discrimination.  This was a clear and creative initiative which used alternative representations to point to a new future.

This leads to

Jenkins and Participatory Culture

Gramsci – Power and Hegemony 

Gramsci is primarily concerned with power.  As a Marxist, he believed that society was structured unfairly.  The rich upper classes were an elite in society who owned the means of production.  This power gave them a control over the masses who work but do not receive their fair share of wealth.  Indeed, 80% of the world’s resources are controlled by only 5% of the world’s population.  Gramsci was interested in how this unfair status quo is maintained and reproduced.

Hegemony is the idea that the masses are controlled not through coersion or military force, but by ideological manipulation.  The Media is one of the institutions in society, along with religion, politics and education that pass on a dominant ideology to the masses of conformity and consent.  Indeed, Gramsci believed that the masses were manipulated into giving their consent to the unfair capitalist system.


There has definitely been a development of audience theory over the years.  Create a timeline – either using an online timeline maker, an infographic maker or a short film – showing the development of audience theories from hyperdermic needle through to fandom and hegemony.  Each theory should have a brief description with it.




Year 13 – Key Concepts – Narrative

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The differences between Story and Narrative:




Levi-Stauss and Binary Opposites