Semiotic Theory (Roland Barthes) - Semiotics studies signs and symbols in media. Barthes argued that media texts are made up of signs that communicate meaning. Connotation = the associated meanings (e.g., red rose = love, passion)., Structuralism (Claude Lévi-Strauss) - Structuralism argues that human culture is shaped by underlying structures, and media can be understood by analysing these structures. The idea that meaning is created through the opposition of concepts (e.g., good vs. evil, male vs. female). , Identity Theory (David Gauntlett) - Media helps shape and reflect our personal and social identities. People actively construct their identities using media representations., Feminist Theory (Van Zoonan) - Gender roles in the media are culturally constructed and reflect the power structures in society. an Zoonen argues that "sex" is biological, but "gender" is a social construct shaped by the media., Fandom Theory (Henry Jenkins) - Fandom theory examines how fans engage with media texts in ways that go beyond passive consumption. Fans actively interpret and even create their own meanings, often through fan fiction, fan videos, and online discussions.,

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