Three Different Theories:

Uses and Gratification:
>About auidences making choices of how and when they consume media texts. >More of an active auidence rather than a passive one.
>Richard Kilborn-reasons for watching soaps..regular routine, social interaction, personal etc.
>Criticism-We choose media that we watch from what is avaliable. Have no control over what is shown etc.

Effects Theory:
>Brought forward by the *Frankfurt School*
>Hypodermic Needle-inject the passive audience with ideologies.
>Moral Panics created by the violence in the media. Audience may act the same way, due to them being passive.
>Cultivation Model-Desensitised. Seen too often so they are not sensitive to what is being shown.
>Two Step Flow-active to the text, passive to the critics.

Reception Theory:

...Laura Mulvey's Theory...

The female is there to be looked at. The men gain a pleasure out of looking at the woman. Men do the looking, and women are there to be looked at. Men-active, Women-Passive. Feels there are to different modes for looking: *Voyeuristic* and *Fetishistic* We are encourged to identify with the protagnist, who is usually male. The camera and the film is made in a way which causes us and allows us to go through the male gaze, by looking at a woman through a males point of view.

I agree with Mulvey's theory, as i believe women are still objectified in this way but not only through film, but through other media texts such as magazines, newspapers etc. I feel there are different modes of looking, but if a woman is being presented to us in a certain way, then we as an auidence are forced to look at her through a males perspective. Due to camera positioning.

Pluralism:

Pluralists view society as a system of competing groups and interests none of them predominant.

...5 Tv Programmes...

*Unreported World*

*Panorama*

*State Opening Of Parliament*

*Have I Got News For You*

*WatchDog*

...Fourth Estate...

*Media this week has been reporting things on Iran, Parliament, Crime, etc. Which makes it the Fourth Estate as it is telling us about politics etc, by providing us with this type of infortmation it is reinforcing the other estates as it is helping emphasise them and report them.*

...Marxism...

It is a political practice and social theory based on the works of *Karl Marx*

Marxist Idelogies:

-Marx Argued:"Capitalism is based on the profit motive and that under capitalism, profits are generated by exploiting workers"

-Marx believed Capitalist society is divded into two:

>Working class/Proletariat. Who sell labour-don't own means of prodution!

>Bourgeoisie-Who own means of production and employ proletariat. [Wealthy and Petty Bourgeoisie]

Marxism and the media:

-Maintain status as it is-"Status Quo" Keep peoples position in society the same.

-"Dumbing Down" -making media texts simplier not challenging the auidences.

-Hyperdermic Needle. Drip feeding the auidence with ideologies.

Althusser:

-ISA' s put alongside RSA's. To maintain bourgeois ideologies:

>Religion, Education, Family, Legal and Political System, Cultural And Communication Systems.

Gramsci:

-Hegemony-Dominace of the idelogies of the ruling class. Seen as "Common Sense" By maintaining these idelogies in the media, the ruling classes can ensure tha they retain hegemonic control.

Eisentein and montage:

-Felt the working classes struggles should be shown in films. He uses montages and feels films only helped expressed and put forward Capitalist idelogies.

Williams:

-High Culture and Low Culture effect. Popular culture seen as second class, e.g. film. Whereas, not so popular culture e.g. Theatre seen as first class.