theoretical research

1. Theoretical research
GENRE THEORY
AUDIENCE THEORIES
REPRESENTATION THEORIES

2. Genre Theory
Genre is defined as the separation of different media
types. Media types are put into different categories
dependent on the content of such media type. Genres
help within the media industry as they separate out
different groups creating a fan base for different
genres. This fan base I commonly associated with
sci-fi films with events such as Comicon that are
heavily branded around the sci-fi image. Due to a
strong fan base around genres changes within genres
can affect the audience society.

3. Genre theory
Genres can be changed with the intervention of a
different genre within the main genre this is known
as hybrid genres.
Hybrid genres often form subcultures to the main
culture that is attached to the genre.
Mass market genres play a large part in the
construction of differences and identity's particularly
through sexual differences and identity's.

4. Audience theories
Audiences come under two generic titles
Passive
Active
The higher the income bracket the more active the
audience is.
The lower the income bracket the more passive the
audience is.

5. Audience theory
The hypodermic syringe
This theory see the audience as being injected with
ideologies which they blindly accept. This theory
links with hegemony's theory.
The theory suggests that the media text works as a
drug, almost manipulating the audience.

6. Audience theory
Uses and gratification
This theory portrays the audience as active using the
text and not being used by it. The audience uses the
media text for their own uses and gratification.
The audience is seen to be free to do what they want
whether that is rejecting the text or accepting it.
The power relies completely within the audience.

7. Audience theory
Reception analysis
The theory sees the audience as the most active and
independent. The audience are said to have complete
independence over what they read.
Dominant
Negotiated
oppositional

8. Reception theory
Oppositional
This is when the reader rejects the media due to
political or cultural reasons .
Dominant
This is when the audience reads the media product
the way the producer wanted to.
Negotiated
When you recognise an understand what the
producer wants you to do but adjust it to suit
personal circumstances

9. Representation theories
Representation theory is the belief that all media
products re-present the real world to us, Only showing
one version of realty. This can also be shown through
how a group of people or person are being presented to
the audience.
Representation sees us making decisions and
judgements on what we see.
Stereotyping is used by the media to sell products to a
certain group of people by agreeing with the
stereotypes.