Cultivated Representation

George Gerbner
Repetition of images, stories, etc begin to shape our beliefs.

Stereotypes and Readings

Stereotype
visual shortcut but is often not true and offensive
Archetypes
the ultimate stereotype,(dumb blonde) is more basic
Counter-types
A representation that challenges traditional stereotype

Oppositional Readings
when an audience reads a text in the opposite way the media intended it to.
Negotiated Readings
When an audience is allowed to bring their own experiences alongside the medias intentions (when it is left more for you to decide what you think) different audience might have different readings
Preferred Readings
when an audience reads a text in the way that media intended it to

George Gerbner- Cultivation Theory

Steve Neale

Genre Theory- Steve Neale

   -He stated that genres may be dominated by repetition, but are also marked by difference, variation and change.

   -The idea that these genres change, develop and vary as they borrow from and overlap with one another.