Theorist

Representation Theories:

Hall:

Hall argues that representation is not about whether the media reflects or distorts reality, as it implies that there can be one 'true' meaning, but the many meaning a representation can generate. Meaning is constituted by presentation, by what is absent, what is present and what is different. Power- through ideology or by stereotyping- tries to fix the meaning of a representation in a 'preferred meaning'

Gauntlett:

Guantlett argues that the media have an important but complex relationship with identities. In modern world it is now an expectation that individuals make choices about their identity and lifestyle. Even in the traditional media, there are many diverse and contradictory media messages that individuals can use to think through their identities and ways of expressing themselves. For example, the success of 'popular feminism' and increasing representation of different sexuality's has created a world where the meaning of gender, sexuality and identity is increasing open.

 The sections above on selection and combination, stereotyping and ideologies all comment on diverse and contradictory media messages within the set product, so this analysis may be used to demonstrate that usefulness of this approach.

Hooks:

hooks' concept of 'intersectionality'- that intersections of gender, race, class and sexuality create a 'white supremacist capitalist patriarchy' whose ideologies dominate media representations- is a high level theory.
In House Of Cards the powerful figures are white, male and middle class, reflecting the 'white supremacist ....' but in a grotesque.

Butler:

Butler's theory of gender performativity is a very high-level theory that cannot be tested against particular media products, but it also draws attention to representation to those very performances.

House Of Cards Revision:

The episode reflects socially contested gender and racial/ ethnic relations: it suggests a degree of gender equality eg. Frank and Claire are both powerful individuals are represented as having similar agency; Zoe is represented as assertive, ambitious and confident in her own sexuality. However, the narrative primarily follows the male protagonist and represents Washington politics as male dominated and mostly white.

Claire was likened to Lady Macbeth by critics.

The Impact Of Technological Change on Television:

The availability of streaming services depends on the economic context of the reduction in cost of computing power allowing the development of cheap smart televisions and the political drive towards increasing broadband speeds across nations as a necessary condition of modernity.
These changes have led to the cultural context of audience expectations of choice, accessibility and immediacy, meaning that traditional broadcasters cannot rely on audience waiting until week for the next episode, but have to allow for time shift watching and to offer on-demand 'binge-watching' alongside traditional scheduling.
Streaming technologies mean that the cultural role and context of television viewing is changing.
Advertising spend has changed. Technology such as recording devices taht enable audienecs to skip advertising have led to more emphasis being placed on sponsorship and brand promotion within programmes, such as product placement.

Revision- The Jungle Book

The Jungle Book 2016 has a clear pattern of production, distribution and circulation that can be easily distinguished and is a film production from a major studio.

The 1967 Jungle Book is a historically significant and media product and film text. The 1967 film is currently one of the most successful films of all time.

The director of The Jungle Book 1967: Wolfgang Reitherman

The director of The Jungle Book 2016: Jon Favreau

The Jungle Book 1967:

The production of the Jungle Book involved a specialise and institutionalised method of media production, which for Disney is animation and is still crucial to the studio's brand identity to this day.

It cost $4million to make.

2007 Walt Disney Studios brought Pixar Animation Studios- This is an example of Media Conglomerate, where a media company has enough money and power to take over its competitors.

It Grossed nearly $24 million on it's first worldwide release. 

It was re-released in cinemas in the USA in1978,1984 and 1990.

The success of the film exemplifies how hollywood conquers not only the home market, but also the global market.