Research theories AICE Media Studies AS

active audience theory - stuart hall

This theory states that the audience never passively watches a film, everyone that watches a movie develops a different opinion about the information in it.

agenda setting theory - mccombs and shaw

The theory for this is that when something is constantly in the media, people's views are able to be changed and they will begin to view the subject as important.

representation theory - stuart hall

This theory states that there is no set ideal for representation and many meanings can be derived from representing certain things in media.

gender performativity theory - judith butler

This theory states that gender is a social construct that is played into by members of society. Gender is constructed through people's repetitive performance of gender.

cultivation theory - gerbner

This theory states that the more people see things portrayed on tv, the more they expect things to be that way in social reality.

identity theory - gauntlett

This theory states that even though everyone has an individual identity, people are drawn towards other people that are similar to them.

hypodermic needle theory - harold lasswell

This theory states that when media is spread to audiences individually it is able to alter their opinions, expectations, and existing attitudes.

uses and gratifications theory - lazarsfeld and stanton

This theory states that audiences are self-serving with media and stop using it once they are satisfied with the content they've seen and their needs are fulfilled.

copycat theory - david dressler

This theory states that seeing crime in media affects the way people in real life commit acts of violence, by copying what they see in the media.

reception theory - stuart hall

This theory states that the producers of media are the "encoders" and the audience are the "decoders" of the messages producers put into media.

postmodernism theory - linda hutcheon, frederic jameson, jean baudrillard

This theory states that because of the controlling nature of the system, there is little to no room for rebellion.