theorists

• livingstone and lunt- regulation


  regulation of the media is hard

  • protecting the audience from harm

  • regulators have to try and balance protection with offering them a choice

  • technology has made regulation hard

  • streaming can bypass controls like age certificates

  • powerful companies can avoid regulation
• gauntlet- identity theory

  1. ideas of self from media,, “that could be me”
  2. older media = simple, stereotypical
  3. new media= diverse, challenging
• hall- reception theory


  messages are encoded by a producer

  audiences may read the text in different ways

  •preferred reading

  • oppositional reading. don't take on the preferred reading

  • negotiated. understands the message but rejects it
• gilroy post colonial 


  still see effect of colonial past

  not seen as successful, but powerless
• gilroy black atlantic


  forced migration

  cannot be understood beyond national borders

  double consciousness

  dual identity

  cultural connection to africa and reality of life in diaspora( separation)
• hesmondhalgh


  minimise risk, maximise profit

  1. vertically/horizontally intergrated
  2. take advantage or different tech and media
  3. focus on popular genres/ formats
  4. control release (minimise risk of piracy)
  5. detailed marketing
• curran and seaton

  dominated by conglomerates

  PROFIT AND POWER

  • repetitive

  • lack of choice

  • less creative

  INDEPENDENT

  • bbc

  •more creative

  • more niche

  • more diverse
• gerbner- cultivation theory


  • effect of representation builds up over time

  • accepts it as realistic

  • change and perception

  • dominant ideologies
• hall- representation theory


  stereotypes within the media

  •reduce people to cliches

  •often negative to poc

  •inequality of power

  •white middle class straight men have the most power��

  •women have fewer power

  •women are negatively stereotyped
• butler- gender theory


  gender is constructed through performance

  performing certain activities makes you feel more feminine or masculine

  creates ideals of gender if done everyday

  rituals structure performance

  perform so much you can idolise it
• neale- genre theory


  • repetition and difference

  •audiences enjoy familiarity of repeated conventions

  •unusual, engaging, originality of difference