Theory

Stuart Hall
A cultural theorist
He developed a theory called- "Hall's Theory" 
His theory was audiences can have a different reaction towards a media text.


POLYSEMIA

Preferred reading - How the creator wants the reader to view media text

Opposition reading-- where the intended meaning is totally opposed by the reader



The other theory
Another theory was- "Reception Theory"

The idea that communication is a process, involving encoding by producers and decoding by the audience.
 Idea that there's Three Hypothetical positions.

The dominant-hegemonic position: The encoder intended meaning is fully understood.

The negotiated position: The legitimacy of the encoders message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoders experience.

The op-positional position: The encoders message is understood but the decoder disagrees with it.



Albert Bandura
He developed a theory called- The theory of media affects

The idea that audiences acquire attitudes/ emotional responses and new style of conduct through modelling.

The idea that media representation of transgression behaviour, such as violence.

Hypodermic needle theory: Media effects theory relating to Marilyn Manson and natural born killers.


George Gerbner

He developed a theory called- Cultivation theory

The idea that exposure to repeated patterns over long periods of time can shape and influence the way in which people perceive the world around them.


Steve Neale's

His theory was Genre was made up off repetition.
An example of this is horror movies where us, the audience expect jump-scares and dark rainy backgrounds.

This is why movies are notable for the thing they've done differently to help them stand out from the crowd.