Overview

Representation Theorists;

- Schollhammer - 2001 little miss busy & mr busy

- Lippman - stereotypes; shortcuts/ ordering/ reference

- Gauntlett - 2013 self representation; lego

- Hall - encoding and decoding

- Mulvey; male gaze

- Butler - gender is constructed

- Dyer; stereotypes

- Connell; 4 types

- Bly - 'deep masculinity' 

Narrative Theorists;

Todorov - narrative structure

Barthes - enigma

Propp - character types - 8 e.g hero

Levi-Strauss - binary oppositions 

Types of narrative; Open / Closed / Linear / Circular

Audience Theorists;

- Hall - readings e.g reception theory

- Morley; the nation wide - same readings

- Kats & Blulmer; uses and gratifications

- Ang - dallas

- Gray and Geraty; audience preferences

- Dyer - utopian solutions

- Cohen - moral panics

- Marxism - consumerism 

Genre Theorists;

- Goodwin - music videos - 8 principles 

- Fiske -categories

- Neale - gender changing for audience appeal

- Altman  - no 'pure genre

- chandler - themes / structures/ style/ setting

- Buckingham - genre is constantly changing 

- metz - model of genre development 

- Ryall- genre and rules 

- uses and gratifications - audience

Media Language; 

- Pierce - coined the term semiotics , symbolic , indexical 

- Barthes - semiotics

- Hedges- synchronic & diachronic

- Jakobson - Syntagm 'combination' / paradigm ' selection

- Chomsky - language and parole

Andrew Goodwin; ‘music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning meanings of a song in our minds: a music ivdeo can anchor meaning and gives the record company/ artist a method of anchoring meaning’

Andrew Goodwin, DANCING IN THE DISTRACTION FACTORY, 1992.