Roland Barthes
* Myths
* Semiotics
* Narratology
- Barthesian Myths = a socially agreed symbolic association becomes so widely accepted it becomes iconic e.g. red rose is the symbol of romance
- Narratology = The reader creates the meaning
- Semiotics = Symbol ( No resemblance ) , Icon ( physical resemblance ) and Index ( directly connected with evidence )
Todorov
* Narratology
Equilibrium = The ‘normal’ of the movie before the problem
Disequilibrium = The problem in the movie/ product where the discord starts and there is no order
New Equilibrium = The new order in the movie/ product that has been solved
Levi- Strauss
* Narratology
Binary Oppositions Theory
- That every character has an opposite e.g. antagonist vs protagonist
Steve Neale
* Genre
- Discusses about what genre is, how it is created and whether it endures or declines
- Genres are not completely fixed
- Codes and conventions are shared through repetition in media e.g. explosions and fights for action products
Bandura
* Audience
Hypodermic Syringe Model
- Media directly influences people without audiences questioning it or the ideologies they are ‘injected’ with
- E.g. seeing a Beats advert and buying a pair
- Can lead to negative opinions of body image
- Can be linked to horror/ action movies and their affects on children
Gerbner
* Audience
Cultivation Theory
- Exposure to media products repeatedly over a period of time can have long term effects
- Forms attitudes towards specific things eventually
- Can make the audience less receptive to actions e.g. violence exposure dulls real life reaction
Hall
* Reception Theory
Reception Theory
- Dominant Reading = The audience fully agrees with the preferred message created by the media product/ producer
- Negotiated Reading = The audience partly agreed with the preferred message but sometimes modifies it to fit their own perspective and/or interests
- Oppositional Reading = The reader rejects the preferred message and does not reflect their own opinions
Jenkins
* Audience
Convergence Culture
- Fan activities are vital but there is consideration of how much power an audience really has
- ‘Loser generated content’
- Proves producers still have the power
Clay Shirky
* Audience
- Old relationships between the producer and audiences have broken down
- Media products has been a hierarchical industry where the products filters first then published so consumers have also been producers
- The passive audience is no more and in its place is one where they can question the media
