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
- 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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