unit 1

Hyperdermic syringer - implies meda has a negative effect - Adorno and Horkhelmer 1947) Cultivation theory - by repetitive viewing of violent images the audience may become immune towards negative representations  desensitisation -becoming used to graphic/violent images  The moral panic theory - an instance of public / mass media concern or panic in response to a media product that is regarded as threatening to certain groups   

 Narrative theories  Roland Barthes- narratives structured around Enigma theory  Levi Strauss- Binary opposition  Pam cooke- Cause and effect Todorov thought of equilibrium disruption then a new equilibrium   Genre theories  Rick altmen- genre pressure, visceral, emotional and intellectual  Steve Neale- idea that certain genres too remain engaging have to feature some repetition  David Buckingham- genres change as society and culture develops Jason Mitel - Genres are exploiting audiences  representation theory  Alderado  - racial expression  David Newman 2006 - working class Stuart hall - preferred meaning