| Theory | Theorist | Description (100 words) | Example (100 words) |
| Media ownership / regulation | N/A | Media ownership and regulation impact the content of the media text provided. Rules could prohibit certain content from being shown at certain distribution channels at certain times (eg. watershed). Ownership could influence the content by altering what is shown to make things look worse/better than it actually is. | Regulation: Watershed 5AM-9PM (British ASA) prevents content deemed appropriate from being shown in that time period Ownership: Washington Post (Jeff Bezos) plays down his divorce while "The Sun"(british) rips him apart |
| Synergy | N/A | When a media text and another entity collaborate for mutual benefit. | Skittles + Shazam! Fury of the Gods Skittles were represented as a sweet treat similar to those available in greek heaven that unicorns eat. It was used to tame unicorns to defeat the antagonist army |
| Cross Media Convergence | N/A | When a media entity is available in 2 different forms | The Last of Us (2013) - Video game (Naughty Dog/Sony) The Last of Us (2023) - TV Show (HBO) |
| New Media | N/A | Newer forms of old media (technologically converged old media) | TV -> Phones/Computers Phones have allowed for content once exclusive on TV to be consumed on demand on the go Example: South Park. Once exclusive on TV now can be consumed on Southparkstudios.com |
| Two Step Flow | N/A | (Newer version of Hypodermic Needle Theory) The idea that we get our opinions from leaders | CNN using gay anchors on big shows such as Richard Quest (Quest means Business) and Anderson Cooper (Anderson Cooper 360) in order to normalise homosexuality on their international channels |
| Technological Convergence | N/A | When 2 completely unrelated things become one due to technological advancements | Phone + Arcade = mobile games Super Mario Run (2016). Mario arcade game is introduced onto the mobile gaming scene. It takes the retro original game and simply copies it onto the phone |
| Genre Theory | Steve Neale | Conventions set for a certain theme of a media text. They give an idea for consumers expectation however they cannot be fully confromed to as to make the movie still unique enough to be differentiated from others. It also helps companies diversify risks | Example: Lego Star Wars: The Skywalker Saga vs Star Wars: Rise of Skywalker Genre theory helps set audience expectations for these similar pieces (Lego is more comedic where as Rise of Skywalker is more serious and dark) |
| Desensitisation | N/A | The idea that repeated exposure may normalise things for the audience | South Park: The Passion of The Jew S8E3 (2004) Borat Subsequent Moviefilm (2020) Both series show a vast amounts of anti-semitism and that may make such acts normal to audiences who have consumed vast amounts of such contents |
| Reception Theory | Stuart Hall | How audiences perceive media 1: Preffered reading: As the directors intended 2. Negotiated reading: Partially in line with director 3. Oppositional reading: Against director | Chad Wild Clay youtube channel (eg. He is Back... [Nov 19 2022]) Preffered: Wow the "Spy Ninjas" are so cool! "Project Zorgo" are evil Negotiated: I think the "Spy Ninjas" are kinda cool but I don't get why "Project Zorgo" is evil Oppositional: Cringe content. "Spy Ninjas" suck. "Porject Zorgo" better beat them |
| Cultivation Theory | George Gerbner | things get meaning from media. We get our opinions from media | Angel Has Fallen (2019) 12 Strong (2018) The Interview (2014) All potray traditional enemies of the US as evil. This may have shaped people's opinions on such countries. |
| 5 Narrative Codes | Roland Barthes | How meaning is given and how audiences are kept engaged 1. Proairetic = action 2 Hermeneutic = mystery 3. Semantic = connotation 4. Symbolic = Deeper meaning (could be repeated semantic) 5 Cultural = known beforehand by audience | 1. El Higho (2023) trading drugs in the intro 2. Bond movie hiding the villain's face 3. "Who's the girl?" Frank asked to Bill. BIll doesn't answer. He's gay. Frank takes Bill's towel off. They probably had sex 4. Star Wras Universe. Good lightsaber = blur/green Evil = red 5. Passion of the Christ: Jesus is good |
| Binary Opposites | Levi Strauss | Opposite/contrasting ideas that drive the narrative forward. Director's opinions on topics are often shown through who wins these binary opposites | Star Wars - Freedom v Opression (empire) The English Game - Rich v Poor |
| Globalisation | N/A | The movement of information on a global scale | kpop |
| Social Learning | Albert Bandura | The tendency for one to repeat acts which they have seen on media (typically dangerous ones) |
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