| Theory | Theorist | Description (100 words) | Example (100 words) |
| Media ownership / regulation | | There is a regulation of new media technologies is to ensure the cultural diversity in media content, and provide a free space of public access and various opinions and ideas | In the UK, actions such as providing a Watershed, which is a time period where anything shown on TV should be family friendly spanning from 5.30 am to 9.00 pm. |
| Synergy | | This is when to media texts with different brands come together to create and produce a new media or product | Fortnite, a video game, synergized with Marshmello, an American DJ to host a virtual concert. |
| Cross Media Convergence | | This is when a media text uses different types of media to distribute the same brand or text, used to market their product. | An example of this is Batman, owned by DC Comics. This media text was originally a comic book character which later was adapted into movies, tv shows, and video games |
| New Media | | New media are media texts or types of media texts that exist due to to the presence of technological convergence. | An example of this is Netflix, a streaming service created with the presence of the internet. |
| Two Step Flow | | The audience doesn't trust the media, which causes them to seek for a leader or a large influence and follow their opinion. | Opinion leaders may offer their own interpretation of news reported by the media during a presidential election. This may significantly affect how people vote. |
| Technological Convergence | | Technological convergence is the combination of content and existing technology. It further aims to convert existing media into a digital form of technology. | An example of is Audible, an audio-based e-book website. Where books were traditionally paper-based, e-books are now present. |
| Genre Theory | Steve Neale | A way to categorize media products is by grouping them together via their shared characteristics. Genre creates restrictions, but it also creates templates for media producers to follow. | The movie 500 Days of Summer follows the common trope in the romance genre of "boy meets girl". This allows the audience to have prior expectations of what the movie will be like. |
| Desensitisation | | This is when an audience is repeatedly exposed to a specific or shocking and violent content. The audience grows to become less empathetic about what they are seeing and start to see the action or events as a normal thing. | The video game GTA, constantly exposes children to violence and explicit content, making younger people desensitized to such violence, which becomes normalised. |
| Reception Theory | Stuart Hall | This is how an audience decodes codes that are encoded in a media text. The codes are received in different ways, which are called readings. (Preferred, Negotiated, Oppositional) | In the movie Captain America: The First Avenger, the producer created Red Skull as the main villain or bad guy. However, if an audience sees Red Skull as a good guy this would be an oppositional reading. |
| Cultivation Theory | George Gerbner | Exposure to media over time will further emphasize existing ideologies. People will choose to consume media that already agrees with their opinions. | An example of this is with the common representation of black people as criminals in the show Criminal Minds, the audience begin to grow a fear and start showing racism towards black people because of the media. |
| 5 Narrative Codes | Roland Barthes | Media text share five different types of semiotic components, according to Barthes. These signifiers are collected by him into five different codes: hermeneutic, proairetic, semantic, symbolic, and cultural. These codes are used to keep the narrative going and to keep the audience engaged. | An example of this is present in the movie Avengers: Infinity War. A proairetic code or action code was present in Thanos snapping which caused half of the existing population to die or disappear. This allowed for the narrative to be further driven. |
| Binary Opposites | Levi Strauss | It implies that the majority of stories in media formats like books and movies have ideologies that contrast one another. These polar opposites serve to introduce contrast, advance the story, and thicken the storyline. | An apparent binary opposite shown in the show The English Game was Rich vs Poor. Where they were represented using the clothes they wore, dialogue they spoke, and locations they were set in. |
| Globalisation | | | |
| Social Learning | | |
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