theory

Theory’s

Stuart Hall's reception theory

Communication is a process involving producers encoding products and the audience decoding them. There are three hypothetical positions from which messages may be decoded. 

The dominant position- the encoders meaning is fully understood and accepted.

The negotiated position- The meaning of the encoders term is acknowledging and understood, although the message is adapted or negotiated by the decoder.

The oppositional position- The encoders message is understood but the decoder disagrees with it, reading it in a contrary or oppositional way. 

Albert Bandura media effects theory

That media can implant ideas in the mind of the audience directly. Media representations of transgressive behaviour such as violence and physical aggression, can lead audience members to imitate these behaviours. Violence is prevalent in media so the audience sees violence as an acceptable way to deal with situations and people begin to model the behaviour.

Natural born killers is a violent film released in 1994. It got banned in Ireland due to its violence and was linked to the murder of bill savage.
The columbine shooters was influenced by the performer marilyn manson

George Gerbner cultivation theory

The idea that exposure to repeated patterns over a long period of time can shape and influence the way in which people perceive the world. Media messages are directly injected but are built up by a series of repetition and enforcing the message.

Steve Neale

Steve Neale states that genre is made of repetition and difference. Genre is defined by how much it conforms to the genres conventions and stereotypes. 

eg:not another teen movie is a movie made with teen movie cliches but parodies them.