Clay Shirky

Clay Shirky argues that the history of the modern world could be rendered as the history of ways of arguing, where changes in media change what sort of arguments are possible — with deep social and political implications.

Albert Bandura

Albert Bandura is a media theorist on audience. He states the idea that the media can implant ideas in the mind of the audience directly. He also states the idea that audiences acquire attitudes, emotional responses and new styles of conduct through modelling. He also says that media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour.
Bandura looks at the way that media texts have a direct influence on its audience. For instance, he argues that violence is prevalent in the media and therefore, exposure in this violence in various forms enables us to perceive violence as an acceptable way to deal with situation. Bandura calls this 'modelling' behaviour.
Children see... children do.
Believed in the concept that children will imitate behaviour they see in real life experiences or on the media. - shown in the experiment 'bobo doll'.

Stuart Hall

Stuart Hall is a media theorist on audience. He states the reception theory - the idea that communication is a process involving encoding by producers and decoding by audiences.
He states the idea that there are three hypothetical positions from which messages and meanings may be decoded:
- The dominant-hegemonic position:the encoder's intended meaning (the preferred reading) is fully understood and accepted. (you agree and believe what its telling you)
- The negotiated position: The legitimacy of the encoder's message is acknowledged in general terms, although the message is adapted of negotiated to better fit the decoder's own individual experiences or context. (You wont do what the ad says but you agree with it)
- The oppositional position: The encoder's message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way. (You completely decline what the ad offers becasue it is useless or wont work)

Steve Neale

Steve Neale's theory is that genres are examples of repetition and difference.
He states that in order for a film to be a certain genre it must comply with that genres stereotypes and rules in order to classified in that genre. That is repetition and when he says differences he means that a film must push the rules and stereotypes in order to be individual.

Roland Barthes

Roland Barthes is a media theorist about language. He is one of the leading theorists of semiotics, the study of signs.He states that every sign have also have connotations, further meanings, that is implied. 

George Gerbner

                                                

George Gerbner is a media theorist on audience and stated the cultivation theory- The idea that exposure to repeated patterns of representation over long periods of the time can shape and influence the way in which people perceive the world around them.

He also states that media messages aren't directly injected into the passive media audience but are built up by a series of repetition and enforcing of the message. 

Curran and Seaton

                                            

Curran and Seaton and industry theorists. They theorised the idea that the media is controlled by a small number of companies primarily driven by the logic of profit and power. Also the idea that media concentration generally limits or inhibits variety, creativity and quality. Finally the idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions.
Overall, if we had more of a variety of media companies, we'd have more of a variety of texts.

News Values

Main Valves:

Threshold- Big impact/ big story
Unexpectedness- a shock event/ out ordinary
Negativity- Bad news
Elite persons/ places- Famous/ important
Unambiguous- No confusion/ straightforward
Personalisation- Personal/ human story/ relatable
Proximity- Close to home
Continuity/ Currency- updates to stories/stories that continue

Gatekeeping - A term which is applied to the editing and filtering process where decisions are made to let some information 'pass through' to the receiver (audience) and other information remains barred.

News Values - Galtung and Ruge:

In 1965 some media researchers analysed international news stories to find out what kind of stories came top of the news 'agenda' worldwide. Their findings led them to creating a list of 'news values' - A kind of scoring system. A story that scores highly on each news value is very likely to make the front page, or the start of a TV news bulletin.


Industry Theorists

Mesmondhalgh- Cultural industires

 

Livingstone and Lunt- Regulation

 

 

 

 

Curran and Seaton- Power and media. The idea that the media are controlled by a small number of companies primarily driven by the logic of profit an power.