Theories 

          Semiotics

  • Created by Barthes 
  • Signs and Signifiers 
  • Sign = Form 
  • Signification = meaning we attach 
  • Encode and Decode 

         Representation

  • Created by Hall
  • Signs and Codes
  • Stereotypes creates meaning 
  • Based on inequalities 
  • Stereotypes reduces people 

           Reception  

  • Created by Hall 
  • Encode and Decode 
  • 3 ways to respond to a media text:
  • dominant 
  • negotiated 
  • oppositional
  • Position/reading  

            Identity

  • Created by Gauntlett
  • Identity is constructed using tools from media
  • "Pick + Mix"

          Cultivation

  • Created by Gerbner 
  • Repetition of representations =changes audiences perspectives  

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