summary of the theories

David CHANDLER - Representation refers to the construction in any media of aspects of reality i.e people, places and objects etc.

Richard DYER - 'How we are seen determines how we are treated, how we treat others is based on how we see them, how we see them comes from representation'

                      

Henry JENKINS -media was spectatorial (watched TV, read newspapers etc) whereas now media is participatory (more opportunities to be involved in creating and posting media due to increase in proliferation of hardware). 

Anthony GIDDENS - Ideology refers to the influence of ideas on people's beliefs and actions.

                             - Dominant ideology = majority of people believe it.

Roland BARTHES - representations are mythic but have an appearance of being natural.

George GERBNER - Cultivation theory (drip drip effect) - process was slow and more accumulative compared to immediate effect.  Supports the dominant ideology. 

Jean BAUDRILLARD - Hyper-reality.

                               - Signs and symbols of culture have no basis in reality but have constructed a perceived reality.

Laura MULVEY - Male gaze.

                       - Audiences view characters in the media from the perspective of a heterosexual male.

                       - Media was created by middle aged men for a middle aged male audience.