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6. Theorist: Robert Warshow
- Genre Conflict
- Desensitisation
- Moral Panic
7. Theory: A belief system that rejects the idea of a 'right' or 'wrong' way of doing things
- Genre Triangle
- Postmodernism
- Structuralism
8. Theorist: Levi Strauss
- Female Gaze & Male Gaze
- Binary Opposition & Totems
- Polysemic & Cultivation
9. Theorist: Jim Kitses
- Genre Binary Opposition
- Desensitisation
- Two Step Flow
10. Theorist: Tom Ryall
- Interactionist
- Genre Triangle
- Moral Panic
11. Theory: Genres are successful because the conflict at the centre of the narrative represents an important conflict in society
- Genre Conflict
- Genre Cycle
- Repetoire of Elements
12. Theory: Audience use media texts to gratify their needs - diversion, identity, relationship, surveillance
- Uses and Gratifications
- Totems
- Binary Opposition
13. Theory: Messages placed in texts by producers are interpreted in different ways - intended, negotiated, oppositional
- Binary Opposition
- Polysemic
- Sophistication
14. Theory: An area of study which looks into how representations of non-whites have changed (or not) since the colonial era
- Post-colonial Era
- Pre-colonial era
- Cultivation
15. Theorist: Baudrillard
- Hyper-reality
- Hypodermic
- Cultivation
16. Theory: All genres are made up of binary oppositions
- Genre Binary Opposition
- Binary Opposition
- Genre Cycle
17. Theory: Human beings engaging with their world through creating a complex set of labels
- Polysemic
- Cognitive
- Social Construction
18. Theory: Society uses totems to represent their core ideas and beliefs
- Totems
- The Public Sphere
- Social Construction
19. Theorist: Stanley Cohen
- Uses and Gratifications & Marxism
- Moral Panic & Interactionist
- Binary Opposition & Totems
20. Theory: Audiences satisfy identity needs by identifying with a group represented in a media text
- Interactionist
- Postmodernism
- Dominant Female Stereotypes