Key theories



Key Theories

(Key theory 2)
Narrative and representation (Tzvetan Todorov)
Theory of narrative equilibrium: 
                        a state of balance 
1) He believed narratives start with a state of balance (Establishment of equilibrium).
2) Then the narrative becomes unbalanced around the middle or beginning (disequilibrium).
3) Finally, at the end of the narrative, there is a partial restoration of equilibrium (things almost go back to normal but not exactly the same as at the beginning).

Narrative of Todorov, moves from one state of equilibrium to another.

 (Key theory 3)
Steve Neale: Theories around genre
He believes that genre is essentially instances of "repetition and difference." He suggests that texts need to conform to some generic paradigms to be identified within a certain genre- but must also subvert there conventions in order to not feel identical.

 (Key theory 4)
 Claude Levi- structuralism 
Binary opposition: Where two concepts, messages or values are presented in direct opposition with another. Levi suggested that our perception of the world is based on binary opposition.
Key theory 6- Stuart Hall (theories of representation).
To present- To show
To represent- To show something again. (The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events).

Key theory 7- David Gauntlet (theories of identity)

He believes that despite many negative perceptions of the media, audiences are capable of constructing  their own identities through what they see on TV. He also said that there are now more representations of gender than the traditional 'gender binary'.

Key theory 8- Feminist theory, Lisbet Van Zoonen
She believes that gander is constructed and varies between cultures and history. (example: being a man in 2017 is different to being a man in 2010).
She believes that society uses women's bodies to look at and they should all look a particular way. This is a part of western patriarchal culture.

In mainstream culture, the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female body. 


Key theory 9- Feminist theory, bell hooks (name spelt without capital letters).
She believes feminism is a struggle to end patriarchal hegemony and the domination of women.
Feminism is not a lifestyle choice, it is a political commitment. 
Race, class and gender all determine the extent to which individuals are exploited and oppressed.

"Feminism is for everyone."


Key theory 12: Power and media industries- Curran and seaton.
The media is controlled by a small number of companies primarily driven by the profit and power.

Media concentration limits variety and creativity.


 Key theory 13- Regulation, Sonia Livingstone and Peter Lunt:

Transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media restrictions at risk. 
Key theory 14: The cultural industries- David Hesmondhalgh
Universal Pictures
Universal Pictures is an American film studio owned by Comcast through the Universal Filmed Entertainment Group division of its wholly owned subsidiary NBCUniversal
Founded In LA in 1912.
Universal Pictures creates and distributes theatrical and non-theatrical filmed entertainment. 
Universal has been known for its diverse slate of films. These include classics such as Jaws, E.T.: The Extra-Terrestrial, the Jurassic Park series, and Mamma Mia!; high-concept comedies like Bruce Almighty, The 40-Year-Old Virgin, and Knocked Up; and franchises such as Back to the Future, Meet the Parents, Fast and Furious, and Bourne. 
Highest grossing film: Jurassic Park.


(Key theory 15)
Albert Bandura- Media effects
What happens if you watch too much TV/ YouTube/ play too many video games?
Can make people anti social, lazy, change their personalities and become unhappy however, it could allow people to accept bias ideologies and expand their imagination.
If people play too many video games, they might think that everything in this wold is a game and nothing should be taken seriously.


(Key theory 16)
 George Gerbner- Cultivation theory
"The idea that prolonged and heavy exposure to [TV]... cultivates", as in grows or develops n audiences "a view of the world consistent with the dominant or majority view expounded by television."
Television presents a mainstream view of culture, ignoring everything else. In doing so, TV distorts reality. Heavy TV users are more likely to accept this edited and distorted view of reality.
(Key theory 17)
Stuart Hall- Reception
Preferred reading:
  • The "right" reading of a text, which can be enforced by positioning.
  • This concept has to be approached carefully: often texts intentionally have multiple meanings/readings.
He separated audience reading in 3 groups:
1) Dominant reading: the audience agrees with the dominant values in the text, and agrees with the values and ideologies it shows.
2) Negotiated reading: the audience generally agrees with what they see, but may disagree with certain aspects.
3)Oppositional reading: the audience completely disagrees with what they see and reject the dominant reading. 
Key theory 19- "End of audience," Clay Shirky

Audiences are no longer passive: they interact with media products in an increasingly complex variety of ways.



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