Theorys

Stuart Hall's reception theory

Communication is a process involving producers encoding products and the audience decoding them. There are three hypothetical positions from which messages may be decoded. 

The dominant position- the encoders meaning is fully understood and accepted.

The negotiated position- The meaning of the encoders term is acknowledge and understood, although the message is adapted or negotiated by the decoder.

The oppositional position- The encoders message is understood but the decoder disagrees with it, reading it in a contrary or oppositional way. 

 

The dominant position would be that by driving a mercedes you would be the best and powerful.

The negotiated position would be that driving the mercedes would not make you the best but happier as it is a good car.

The oppositional position would be that how you would feel would not be effected by what car you drvie.

Albert Bandura media effects theory

That media can implant ideas in the mind of the audience directly. Media representations of transgressive behavior such as violence and physical aggression, can lead audience members to imitate these behaviors. Violence is prevalent in media so the audience sees violence as an acceptable way to deal with situations and people begin to model the behavior.
An example of Albert Bandura's media effect theory is a clockwork orange was linked as the reasons for rapes and violent attacks.
Natural born killers is a violent film released in 1994. It got banned in Ireland due to its violence and was linked to the murder of bill savage
The columbine shooters was influenced by the performer marily.n manson

George Gerbner cultivation theory

The idea that exposure to repeated patterns over a long period of time can shape and influence the way in which people perceive the world. Media messages are directly injected but are built up by a series of repetition and enforcing the message.
Teenagers who watched 16 and pregnant were more likely to be pregnent.

Steve neale

Steve Neale states that genre is made of repetition and difference. Genre is defined by how much it conforms to the genres conventions and stereotypes. 

An example of Steve Neale's theory is shaun of the dead as all though it is a zombie horror it also features a lot of comedy.