theories

• what is Stuart Hall's representation theory?

  Hall argues that producers who are apart of the hegemonic elite, fix' the preferred meaning into media products. Over Time, these representations can become stereotypes through naturalisation which might lead to a lack of diversity in the representations.
• what is Van Zoonen's gender theory?

  Van Zoonen's argues that stereotypical gender representations are constructed in the media, where the female body is objectified for male pleasure reinforcing western patriarchal values. Stereotypical gender representations might lead to women being oppressed.
• what is butler's gender performativity theory?

  Judith Butler's theory builds upon the understanding that sex is a biological characteristic that cannot be changed, while gender is a social construct that is learned and can vary over time. Butler's focus is primarily on gender, emphasising that it is performative rather than something innate or fixed.
• what is Gilroy's theory of postcolonalism?

  Gilroy argues that colonisation has had an immense impact on how ethnic minorities are represented in modern media where the media creates an 'us and them' narrative or 'othering' ethnic minorities. He argues that this misrepresentation can lead to the postcolonial melancholia which is the sadness experienced by ethnic minorities who are unfairly represented.
• what is bell hooks theory of intersectionality?

  Hooks argues that feminism is a movement to end patriarchy and sexism. Women who have more than one 'intersection' to their identity might find it difficult to find representation in mainstream media.
• What is Hesmondhalgh's theory of cultural industries?

  Hesmondhalgh argues that cultural industries follow a normal capitalist pattern of increasing concentration and integration. Media industries do this by minimising risk and maximising profit through, for example tent-pole products.
• What is Curran and Seaton theory of power and media industries?

  Curran and Seaton argue that media industries increase the concentration of their ownership by "conglomorising" or buying out other companies. This means that ownership is held in "fewer and fewer hands" which may lead to narrowing of opinions in the pursuit of wielding political power and profit. They add that this does not offer a level playing field for diverse voices to be heard.
• what is Bandura's media effects theory?

  Bandura argues that audiences are passive and the media is very powerful in influencing audiences. Representations of negative behaviour can lead to copycat behaviour as the media can directly influence an audience's values and attitudes.
• what is Gerbner's cultivation theory?

  Gerbner argues that long-term exposure to media representations can lead to audiences becoming desensitised to those representations. He also argues that due to the inherent negativity in the media as well as its profitability, the media can influence audiences values and attitudes leading to the mean-world syndrome.
• what is Hall's reception theory?


  Hall argues that producers encode the 'preferred meaning' into media products. Often, this is a biased perspective relative to the organisations ideological positioning. Audiences will then decode the meaning differently, and will either take an 'oppositional', 'negotiated' or the 'preferred meaning'.
• what is Jenkins participatory culture theory?

  Jenkins argues that fans who enjoy media texts will construct online communities around them, which has been enabled by the internet and digital convergence. Fans can act as 'textual poachers', taking elements from real media texts to create their own. Engaging in participatory culture means engaging in the production and distribution of media products, thus making them more 'spreadable' or viral and popular.
• What is Shirky's end of audience theory?

  Shirky argues that audience behaviour has changed due to the internet and digital convergence. He argues that the new audience are 'prosumers' - creating and consuming content. He also adds that user-generated content creates an emotional connection as audiences favour audience-to- audience interaction which can lead to cognitive surplus.
• CURRAN & SEATON 


  Curran & Seaton's theory addressed the ownership structures of the media and how it impacts society. Media often conglomerise multiple different media companies to establish higher patriarchal power and profit, which places ownership in fewer hands. This causes a narrowing of political views and opinions, which creates an uneven playing field where diverse voices cannot be heard.
• HESMONDHALGH 


  Hesmondalgh introduced the theory that media industries follow a normal capital pattern in order to increase integration and concentration. This is done through concepts such as 'tent pole products', which minimise risk and maximise profit.
• PROS & CONS FOR CURRAN AND SEATON

  • PROS: the theory addresses the HEUIS as an industry, and draws attention to the issues of ownership, control and the risks of making profit. It also addresses the narrowing and limitation of political views and how it impacts society and the media's progression.
  • CONS: the theory puts great emphasis on ownership & control, but doesn't discuss how the media language in the news actually influences views and attitudes.
• PROS & CONS FOR HESMONDHALGH

  • PROS: the theory addresses that British newspapers are a competitive industry, and that their structures impact the ownership, control and profit of them - the theory also highlights the methods used to gain power in the media, and how media abuse this.
  • CONS: the theory puts emphasis ownership and structure, but doesn't address how the media language and conventions actually shape society's views and values.
• DYER - STAR AS COMMODITIES

  • Richard Dyer's proposes that stars in the entertainment industry are commodities created and marketed for profit and symbolic capital.
  • Music videos often showcase and construct the image and persona of the artist, which can help to increase their marketability and appeal to specific audiences. The industry carefully crafts and manages the image of the artist to maximise their profits and maintain their power and influence.