Media Theories

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1) McLuhan's 'the medium is the message' theory 

  • The medium through which content is carried plays a vital role in the way it is perceived, e.g., YT, IG, social media etc.
  • The power of the internet allows people to communicate on a global scale
2) Stuart Halls' reception theory 
  • Something doesn't have a specific meaning until it is represented in the media
  • "Media representations aren't reflections of things that already have meaning, they are the meaning makers of things that happen in reality"

  • Dominant/preferred reading
    - How the producer wants the audience to interpret the media text

  • Oppositional reading
    - When the audience rejects the preferred reading, and creates their own meaning

  • Negotiated reading
    - A compromise between dominant and oppositional readings, where the audience accepts parts of the producer's views, but has their own views on parts as well
3) Gauntlett's identity theory 
  • Audiences get a sense of their own identity from the media products they consume
  • Past = stereotypical, simple, straightforward, binary gender representations, e.g., men are strong, brave and go to work, while women are caring, emotional and often housewives
  • Present = diverse, compex representations (particularly of gender), e.g., studying online media, vlogs on YT
4) Shirky's end of audience theory 
  • Audiences changing from passive to active
    - Passive: more likely to accept encoded messages based off creators' ideologies
    - Active: more engaged and responsive; challenges encoded ideas; more interactive (web 2.0)
  • Technology changing audience behaviour
  • Audiences becoming 'prosumers'
5) Jenkins' fandom theory 
  • Fans play a key role in media production, consumption and distribution
  • Fans can comment, share and interpret meanings and videos
  • 'Textual poaching': audiences taking a media product and remaking/reworking it to create their own meaning, e.g., fanpages, fiction, fan-made products
  • Lucasfilm hired 'Shamook' after the fan edited a scene from the Mandalorian to be a "senior facial capture artist"

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