Useful Theories

Collective Identity

• Antonio Gramsci - Hegemony Italian theorist Antonio Gramsci (1881-1937). He emphasised that the control of society by one group or one set of political ideas was not necessarily achieved by force or control of arms, but by persuasion and ‘consent’ – the basis of democracy. The rulers manage to convince the mass of the population that they are ‘better off’ accepting current government policies. Maintaining hegemonic control is thus a process of constantly reinforcing the message and developing the argument.
  
  The concept of hegemony allows for substantial change in ideas over time, even though the same groups remain in power. These groups constantly adjust their ideas and find new ways to gain the consent of those they dominate.In media terms the Mass Media both perpetuate cultural hegemony and are a cultural hegemony in themselves in that a relatively small number of big companies, e.g. News Corp., The BBC, Time Warner, Sony etc., control most of the world’s media, and this in turn allows them to control most of what we see, hear and know. This, in turn, allows them to control what we think, selecting only ideas that serve its interests, i.e. bourgeois capitalism. This is known as a ‘Top Down’ model of dominant ideologies.
• David Buckingham“A focus on identity requires us to pay close attention to the diverse ways in which media and technologies are used in everyday life, and their consequences for both individuals and for social groups”
• Mikhail Bakhtin The Russian philosopher Bakhtin believed that individual people cannot be finalized, completely understood, known or labeled. He saw identity as the unfinalised self meaning a person is never fully revealed or known. This ties in with the idea that identity is a fluid concept, a life-long project that is never complete.
• Stan Cohen Folk Devils and Moral Panics (1972)
• David Gauntlett 'Identities are not 'given' but are constructed and negotiated.'
• Michel Foucault (French thinker 1926-1984) For Foucault, people do not have a 'real' identity within themselves; that's just a way of talking about the self -- a discourse. An 'identity' is communicated to others in your interactions with them, but this is not a fixed thing within a person. It is a shifting, temporary construction.
  
  Power is something which can be used and deployed by particular people in specific situations, which itself will produce other reactions and resistances; and isn't tied to specific groups or identities. Power outcomes are not inevitable and can be resisted.(The power in our instance would be MASS MEDIA) 

Media Production

-Genre

• Daniel Chandler (2001) details that the word genre comes from the word for 'kind' or 'class'. The term is widely used in rhetoric, literary theory, media theory to refer to a distinctive type of text.

• Jason Mittell (2001) argues that industries use genre to sell products to audiences. Media producers use familiar codes and conventions  that very often make references to their audience knowledge of society, other texts.

• Christian Metz (1974) argued that genres go through a typical cycle of changes during their lifetime. 

• David Buckingham (1993) argues that 'genre is not... Simply "given" by the culture: rather, it is in a constant process of negotiation and change’.

• Steve Neale (1995) “genres are processes of systemisation” – they change over time.

• Nicholas Abercrombie (1996) suggests that “the boundaries between genres are shifting and becoming more permeable”. (Hybrids?)