Theorists

STEVE NEALE- Genre Theorist "Genre relies on repetition and differences"

Language
Industries
Audience
Representation

STUART HALL- Reception Theory
How audiences read a media text; dominant; negotiated; oppositional

ALBERT BANDURA- Effects Theory
Media can implant ideas in the mind of the audience directly, idea that media representations of transgressive behaviour.

• Hypodermic needle

CURRAN & SEATON- Industry Theory
Media controlled by small number of companies driven by profit and power
Media concentration generally limits or inhibits variety, creativity and quality

ROLAND BARTHES- Language Theory
Focus on looking how connotations and denotation have an effect

BARTHES- Narrative theory
Suggested there will be one or more of the 5 codes that describe the meaning of a piece of text

• Hermeneutic/enigma code, clues are dropped but no clear answer given, makes reader want to read on
• Proairetic/action code, uses sequential elements and adds suspense
• Semantic code, refers to additional meaning (an extra layer)
• Symbolic code, symbolism within the text, uses opposites to show contrast and create greater meaning
• Referential code, an external body such as scientific, historical and cultural knowledge

GEORGE GERBNER- Cultivation theory
States that high frequency viewers of television are more targeted to media messages and they will eventually start to believe that they are true, their main focus is on the effects of the viewer to create a behaviour. The more people who are exposed to long term effects of media the more they will be effected by it.