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Media Theorists (Media Language (Roland Barthes - Semiotics Barthes…
Media Theorists
Media Language
Roland Barthes - Semiotics 
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Tzvetan Todorov - Narratology
Every media product has a narrative, even if it doesn't have a plot or story line
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Levi - Strauss - Structuralism
Structuralism - A method of interpretation and analysis of aspects of human cognition, behaviour, culture and experience, which focuses on relationships of contrast between elements in a conceptual system
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Audience
Stuart Hall - Reception Theory
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The idea that there are three hypothetical positions from which messages may be decoded:
- The dominant - hegemonic reading
- The negotiated reading
- The oppositional reading
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Industry
Curran and Seaton - Power and Media industries
- The idea that the media are controlled by a small number of companies primarily driven by the logic of profit and power.
- The idea that media concentration generally limits or inhibits variety, creativity and quality.
- The idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions.