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Main Theories - Coggle Diagram
Main Theories
Stuart Hall's Representation Theory
Media language = representations. Stereotyping = used to assert power.
Van Zoonen's Feminist Theory
Men and women are represented differently in the media. Women are objectified as a result of Western culture.
David Gauntlet's Identity Theory
The use of internet and media helps create our identity. There are now more representations to identify with
bell hook's intersectional feminist theory
Feminism is a political struggle to end patriarchal domination. Other factors affect domination, eg. race and class.
Judith Butler's Gender Performativity Theory
Gender is a social construction. 'Masculine' and 'feminine' are created through repetition that you perform.
Paul Gilroy's Ethnicity and Post-colonial Theory
Even though we no longer have colonies, the representation of these groups is still affected by that time in the media.
Roland Barthe's Semiotics Theory
All elements of a media text are codes that need to be read. These can all be understood as the thing they are (denotative level) and the responses they create (connotative level).
Steve Neale's Genre Theory
Genre is established through similarities and differences that offer familiarity vs interest. Genre is important to institutions because it helps them to market texts
Todorov's Narratology Theory
Narratives follow a pattern of equilibrium -> disruption -> new equilibrium.
Levi-Strauss's Structuralism Theory
The conflict between binary oppositions drives forward the narrative.
Jean Baudrillard's Post-Modernism Theory
The lines between created texts and reality are becoming blurred. (real - simulation - simulacra - hyper-reality)
Bandura's Media Effects Theory
If an audience sees aggressive behaviour they are likely to mimic it* - monkey see monkey do
Gerbner's Cultivation Theory
The more we see the same representations and messages the more we believe they are true.
Stuart Hall's Reception Theory
Producers want audiences to respond in a particular way to a text. eg. preferred, oppositional and negotiated
Henry Jenkin's Fandom Theory
The internet has allowed fans to gather and create their own texts and easily share their work. Instead of just consuming the texts, audiences are creating them - textual poaching
Shirky's End of Audience Theory
We are now more likely to use the internet and other technologies to respond to texts, including creating our own.
Livingstone and Lunt's Regulation Theory
The needs of a citizen are in conflict with the needs of the consumer, because protection can limit freedom.
Curran and Seaton's Power and Media Theory
If we had more of a variety of media companies we'd have more of a variety of texts. Large companies are more focused on creating profit than taking risks.
Hesmondhalgh's Cultural Industries Theory
Companies use horizontal and vertical integration to assert dominance in their industry