approach focusing on particular aspects of media. aspects that are directly observable, how films and texts work. primary content is the art, medium in which it is made
a world view, an interconnected structure of ideas that are upheld and work together, societies form and then accept as true. ex: heteronormativity, "normal" to be straight
ideas most commonly seen and repeated in the media, dominant ideology. ideologies work through coercion and consent and become common sense and logic.
excorperation v incorperation
excorperation is one's culture molding of a text to fit their culture. audience pulls pleasures and meaning they like. all texts are incomplete and requires viewer involvement, similar to poaching. incorp- corps take the text and modify them into dominant commodity.
a cultural group within large culture often having beliefs or interests that differ from larger group
texts that surround the main text of author that helps us frame and analyze the text, though distinct from actual text