Barthes - says in media we have codes and signs ( Barthes analyzes, his theories can be applied to various cultural forms such as photography, music, painting, and cultural events.)
Hall believes that the media reflects dominant ideologies (majority of mass media artefacts) reinforce generally agreed messages around gender, culture/ ethnicity, consumerism, family, social class etc.Some artefacts are polysemic, but most have a limited number of readings, favouring a preferred audience reading. Some audiences take a negotiated position. A small minority might make an oppositional reading.(artefacts means an object made by a human being, typically one of cultural or historical interest.)
Gauntlett- postmodern approach
-no fixed meaning
-might be intertextual (Intertextuality is the shaping of a text's meaning by another text. It is the interconnection between similar or related works of literature that reflect and influence an audience's interpretation of the text. Intertextual figures include: allusion, quotation, calque, plagiarism, translation, pastiche and parody.)
Gilroy and post- colonialism:
Diaspora originated from the movement of jewish people from middle east to europe, later USA refers now to movement of immigrants to the west
Feminist theories
Van zoonen : Women’s bodies as objects
Men’s bodies as spectacle
Gender performativity: what we do rather than what we are
Gender is contextual
Bell Hooks : intersectionality. (Black female) audience to develop an “oppositional gaze.” This refuses to identify with characters 
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