Theorists
Levi strauss
Binary opposition
black and white
soft and hard
Stuart hall - recpetion
Audience may have different readings of the product : Preffered ,negotiated and oppositional
Roland Barthes
Semantic code
enigma code
symbolic code
proairetic code
cultrual code
David Desmondhalgh
Maximise profits and minimise risk
Curran and seaton
media industries are controlled or infested with big corporations giving less choice for consumers and harder for smaller companies to advertise
livingstone and lunt
regulating media is hard because theres so much and and it still have to give audiences a wide array of media
stuart hall - representation
media creates stereotypes and these stereotypes are often negative and result from inequality of power
George Gerbner
cultivation theory
repreated representations make the audience feel as if this representation is true and realistic
Steve Neale
genre is portayed by using the genre conventions and repetitons such as horror and low key lighting
Van zoonen
media objectifies and sexualises women
bell hooks
bell hooks believes that white, male, upper class people control the media industries and their values and beliefs are the ones that we see in the vast majority of media products.
laura mulvey
Hollywood cinema was structured along a threefold gaze (by the audience, the camera and the characters) that looks at women from a male point of view and regards them as mere (sexual) objects.
Blulmer and Katz
media is consumed by viewers for : personal relationships , education, espacism/enteretainment , social
Henry jenkins
Fandom theory - interactive relationship between the producer and audience where fans participate in the media and create new content.
David guanlet
We pix and mix bits of media to create our own identity