Media Theory Revision Notes
1. Roland Barthes — Semiotics
🔑 Main idea
Barthes argues that media creates meaning through signs.
A sign is anything that communicates meaning.
Sign = 2 parts
● Signifier → the physical form of the sign
e.g. a photograph, word, colour or image
● Signified → the meaning or idea associated with it
e.g. danger, success, authority
Type Meaning Example
Icon Looks like what it Photograph of a politician
represents
Index Has a direct link to what it Smoke = fire
represents
Symbol Meaning is learned through National flag = country
culture
Denotation & Connotation
● Denotation = the literal/obvious meaning
● Connotation = the deeper/associated meaning
, Example:
A news image shows a crowd of protesters.
● Denotation → a crowd of people protesting
● Connotation → could suggest rebellion, chaos or unity, depending on how the image
is presented.
Myth
When a connotation becomes widely accepted, it can become a myth.
Example:
Repeatedly showing young people as violent protesters can create the myth that young
people are dangerous.
Ideology
● Ideology = a set of beliefs and values, often associated with those in power.
● Media can make ideological views appear natural or like common sense.
⭐ Exam sentence
Barthes’ theory of semiotics suggests that media uses signs, denotation, connotation and myth
to construct meanings and communicate ideological viewpoints.
2. Liesbet van Zoonen — Feminist Theory
🔑 Main idea
Van Zoonen argues that the media operates within a patriarchal society.
Patriarchy = a society where men hold greater social, political and economic power.
Representation of men
Men are often associated with the public sphere, such as:
● Politics
● Work
● Business
● Leadership
1. Roland Barthes — Semiotics
🔑 Main idea
Barthes argues that media creates meaning through signs.
A sign is anything that communicates meaning.
Sign = 2 parts
● Signifier → the physical form of the sign
e.g. a photograph, word, colour or image
● Signified → the meaning or idea associated with it
e.g. danger, success, authority
Type Meaning Example
Icon Looks like what it Photograph of a politician
represents
Index Has a direct link to what it Smoke = fire
represents
Symbol Meaning is learned through National flag = country
culture
Denotation & Connotation
● Denotation = the literal/obvious meaning
● Connotation = the deeper/associated meaning
, Example:
A news image shows a crowd of protesters.
● Denotation → a crowd of people protesting
● Connotation → could suggest rebellion, chaos or unity, depending on how the image
is presented.
Myth
When a connotation becomes widely accepted, it can become a myth.
Example:
Repeatedly showing young people as violent protesters can create the myth that young
people are dangerous.
Ideology
● Ideology = a set of beliefs and values, often associated with those in power.
● Media can make ideological views appear natural or like common sense.
⭐ Exam sentence
Barthes’ theory of semiotics suggests that media uses signs, denotation, connotation and myth
to construct meanings and communicate ideological viewpoints.
2. Liesbet van Zoonen — Feminist Theory
🔑 Main idea
Van Zoonen argues that the media operates within a patriarchal society.
Patriarchy = a society where men hold greater social, political and economic power.
Representation of men
Men are often associated with the public sphere, such as:
● Politics
● Work
● Business
● Leadership
