Main Theorists

George GERBNER - Started the CULTIVATION THEORY In 1976 which says that the media 'drip drips' and over time makes people see things in a certain way.

Jean BAUDRILLARD - Was a French theorist who had the theory of HYPER-REALITY in 1983. This means that the signs and symbols in culture have no basis in reality but have created a new world, one that is a simulation if reality and constructs a perceived reality.

Roland BARTHES - In 1957 Argued that representations are myths in the sense that they can have an appearance of being natural or commonsensial. Representations are problematic and simulations of realities which don't exist. A blurring between what is real and what is not, eg celebrity images.

Richard DYER - 1979"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. Your only experience of the group being represented might be the media text that the representation is in. 

David CHANDLER -2006 Representation always involves the construction of reality.

Anthony GIDDENS - Ideology refers to influence of ideas on peoples beliefs and actions.

Henry JENKINS - 2006 Convergence culture. This is when consumers are empowered to edit, annotate and create content. Examples of this could include social network sites and wikis.

Laura MULVEY - 'The male gaze' The whole of the media is constructed from and for the view of middle ages males.