Levi-Strauss analyzed narrative structure in terms of binary oppositions such as good vs evil. He was interested in deeper theme arrangements rather than plot order. Science fiction examples include earth vs space, humans vs aliens. Stuart Hall's reception theory describes audience reactions as preferred (intended meaning), negotiated (accepts some but not all ideology), or opposed (disagrees with message). Maslow's hierarchy of needs motivational theory proposes physiological, safety, love/belonging, esteem, and self-actualization needs in a pyramid structure, believing lower needs must be met before higher self-actualization.

1. Levi Strauss
Levi-Strauss looked at narrative structure in terms
of binary oppositions. Binary oppositions are sets of opposite values which
reveal the structure of media texts.
An example would be GOOD and EVIL – we understand the concept of GOOD as being the opposite of EVIL.
Levi –Strauss was not so interested in looking at the order in which events were arranged in
the plot. He looked instead for deeper arrangements of themes. For example,
if we look at Science Fiction films we can identify a series of binary
oppositions which are created by the narrative:
Earth & Space
Good & Evil
Humans & Aliens
Past & Present
Normal & Strange
Known & Unknown

2. Stuart Hall’s reception theory
Stuart Hall's reception theory says that audiences can have three
different reactions to a media text:
Preferred reading: The audience views the text in the way that the
writer intended.
Negotiated reading: The audience accepts part of the writer’s ideology
but disagrees with other parts.
Opposed reading: The audience disagrees with the message or
ideology of the text.

3. w
Maslow wanted to understand what motivates people.
He believed that individuals possess a set of
motivational rules unrelated to rewards or unconscious
desires.
‘The hierarchy of needs’ is set out in the form of a
pyramid and it includes five motivational human needs
Physiological, Safety, love/belonging/esteem and self-
actualization.
Maslow believed that to reach the top motivational
need of self-actualization then you must achieve the
lower needs first.

4.  The male gaze is how males see women, how women see women and
how women see themselves in the media.
 This is done through a range of camera techniques, for example the
camera follows the curvature of the female body, or the camera
concentrates on the main aspects of the female body, from the
perspective of another character (which is generally from a males point
of view).
 This theory shows women as the status of objects to the viewer.
Laura Mulvey– The Male
Gaze

5. The Blumler & Katz Theory
The Blumler & Katz theory is the understanding of what the audience does for the media not
what the media does for the audience. It is the integration that the audience does for the media
that helps sales, for example buying of the product. The theory also explains that the audience
is in charge of what they would like to get out of what they are purchasing and it will fulfill their
needs and nobody else's. This approach suggests that people use the media to fulfill specific
gratifications. The uses and gratifications theory follows a simple model, the audience takes an
active role on their media choice, for example the idea of people sharing the latest goings on in
Eastenders by conversation, they are taking an active role of their media. Which by seeking out
the media, a person fulfills the need to be informed.

6. Charles Sanders Peirce, one of the
originators of semiotic theory, stated,
―The universe is perfused with signs.‖
Semiotics is the study of
signs and sign processes.
Ferdinand de Saussure (1857-1913)
Media literacy is largely about reading and
understanding the signs that the media produce
and manipulate. The media are engaged in
signifying practices, ―a kind of symbolic work‖ that
gives meaning to things and communicates that
meaning to someone else (Hall 1997, 14).
Semiotic theory sets forth a model of how media
texts are constructed, of how signs are produced or
selected and combined into messages. When we
say that a medium has its own ―codes and
conventions‖ — a creative language with its own
rules — we are talking about sign systems (Kellner
and Share 2005).
Referent
(Real item)
Signified
(The
Concept)
Signifier
(Sound/ima
ge)

7. Barthes' Enigma Code is a theory that suggests a text
(whether that be television, film, a poster etc.) portrays a
mystery to draw an audience in, pose questions and, as
such, become intrigued in the piece. For instance, a murder
mystery will often not reveal the identity of the murderer
until the end of the story, which poses the question "Who is
the murderer?"