Theorist

Stuart Hall -  reception theory
- the idea that communication is a process involving encoding by producers and decoding by audiences
-the idea that there are three hypothetical positions from which messages and meanings may be decoded;
. Dominant - hegemonic position : the encoders intended meaning is fully understood and accepted
.Negotiated position- the legitimacy of the encoders message is acknowledge in general terms although the message is adapted or negotiated to better fit the decoders own individual experiences or context
. oppostional position-the encoders message is understood but the decoder disagrees with it,reading it in a contrary or oppositional way.


Albert Bandura- Media effects
- the idea that the media can implant ideas in the mind of the audience directly
-idea that audiences acquire attitudes,emotional responses and new styles of conduct through modelling
-Bandura looks at the way that media texts have a direct influence on its audience.
- if you see violence you will act violent - 'modeling effect'

George Gerbner- cultivation theory
- idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them (cultivating particular views and options)
- the idea that cultivation reinforces mainstream values

Steve Neale 
-Repetition of conventional
- Difference:have something different to them like a comedy and horror put together