Media Theories

Theories of media language:
• Barthes will be relevant to any connotative analysis.
• Neale will be relevant to any consideration of genre. 
• Levi-Strauss and Todorov will be relevant to any study of narrative. 
• Baudrillard will be relevant to any intertextual product.

Theories of industries: 
• Curran and Seaton will be relevant to the ownership and control of any media industry studied. 
• Livingstone and Lund will be relevant to regulation. 
• Hesmondhalgh will be relevant to the study of any cultural industry.

 Theories of representation: 
• Hall will be relevant to any representation in which power operates or to exploring how representations may be contested. 
• Gauntlett will be relevant to any representations that offer complex and contradictory images. 
• Van Zoonen, hooks, and Butler will be relevant to any representation of gender (i.e. all representations of people), and hooks will be even more widely relevant to representations of race, class, sexuality and gender. 
• Gilroy will be relevant to any representation of race and ethnicity (i.e. all representations of people) and of Western culture.

 Theories of audience: 
• Bandura and Gerbner will be relevant to any discussion of media effects. 
• Hall will be relevant to any discussion of decoding. 
• Jenkins and Shirky will be relevant to any online ‘participatory culture’ with ‘amateur producers’.

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