A2 Media Theorists

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  • THEORISTS
    • AUDIENCE
      • Bandura - Media effects
        • Fans are active participants - take different meanings/ appropriate texts
      • George Gerbner - Cultivation theory
        • Media can implant ideas in the minds of audiences directly
      • Henry  Jenkins - Fandom
        • Fans are active participants - take different meanings/ appropriate texts
      • Clay Shirky - End of audience
        • Active consumers 'speak back to' the media - creating & sharing content
      • Stuart Hall - Reception theory
        • Communication through encoding (producers) and decoding (audiences) - dominant, preferred, oppositional
    • REP.
      • Gauntlett - Identity
        • We construct our identities using tools the media provides us
      • Van Zoonen - Gender
        • Gender constructed through discourse - women (objects), men (spectacle)
      • Stuart Hall - Rep. (including ethnicity)
        • Rep. - the production of meaning through language
          • Stereotypes - reduces people to a few traits
      • bell hooks - Gender & ethnicity
        • Race, class and sex determine oppression - feminism is a political commitment
    • MEDIA LANGUAGE
      • Steve Neale - Genre theory
        • Repitition & difference - borrow from each other to develop genre
      • Todorov - Narratology
        • All narratives follow basic structure
      • Strauss - Structuralism
        • Importance of underlying structure
        • Binary oppositions
      • Barthes - Semiotics
        • Creating meaning through signs / symbols - denotation/ connotation
      • Jean Baudrillard - Postmodernism
        • Impossible to distinguish between reality and simulation (hyper reality)

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