naritive theroy (notes)

Levi Strauss (1958) - suggested that narrative structure depends upon binary oppositions e.g. good vs. bad, dark vs. light. If one half of a binary is at work in a film text, then the other must be present in order to define it and vice versa.

John Berger (1972) -  now classic article "Ways of Seeing" (1972) revolutionary, for his time, analyses the manner in which men and women are culturally represented, and the subsequent results these representations have on their conduct and self as well and mutual perception.

Laura Mulvey (1975) - Male gaze theory, this can be looked at in three ways. How men look at women, How women look at themselves, How women look at other women 

Tessa Perkins (1979) - There are many examples of stereotypes that aren't always negative,however some of them carry what may be seen as negative points from some people’s points of views.

Richard Dyer (1983) - star theory is the idea that icons and celebrities are manufactured by institutions for financial gain. He believes that stars are constructed to represent 'real people' experiencing real emotions. Stars are manufactured by the music industry to serve a purpose; to make money out of audience, who respond to various elements of a star’s personality by buying records and becoming fans.

Paul Willis (1990) - Punk rock finally challenged, de-constructed and exposed the mythologies of rock at the very moment when the original teenagers and youth of the rock generation were beginning to grow old and beginning to hear things in a different way: songs of generational rebellion, sexual liberation and social concern were starting to be used to advertise wine coolers, executive cars and personal insurance

Tim O’Sullivan (1998) - refers to a set of ideas which produces a partial and selective view of reality. Notion of ideology entails widely held ideas or beliefs which are seen as common sense and become naturalised

Julian McDougall (2009) - He is often controversial, McDougall explores issues in education, and calls on educators to abandon prejudices and engage with what students are already actually doing with new media forms. He advocates a shift away from students viewing cultural products as texts to a view where even video games need analysis, explanation and research. In this way, he is very much an advocate of exploring new and less traditional forms of literacy, as well as analysing the relationship between new media and post modern theories• He believes it is harder to perceive a media audience as a stable, identifiable