Theorists

Steve Neale

Intertextual relay suggests that genres are constantly evolving and are being influenced by each other to form hybrid genres

David Hesmondhaigh

The theory of vertical and horizontal integration was made for general integration of how companies approach a market. Horizontal integration means a company buying all stages of production for a product while vertical integration means buying other companies in the same market. The internet is powerful and has potential but is used wrongly by people in power.

Clay Shirky

End of audience theory suggests that consumers are now producers and that consumers now require some level of interactivity in their media products but professional publishing means the theory isn't completely accurate.

Tzvetan Todorov

Narratology references the structure of narratives with the common structure proposed being: equilibrium(the norm where everything is peaceful), disruption(breaks the equilibrium and needs to be fixed), transformation/ chain of events (how the new equilibrium is formed and disruption is fixed), new equilibrium(the equilibrium is either reformed or a new one entirely is formed where the characters can be peaceful again)

Paul Gilroy

Post-Colonialism refers to Britain’s obsession with World War 2 era Britain (“Winston Churchill smoking a cigar”) and glorifies it with certain newspapers perpetrating this idea.

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