Narrative
Todorov- Theory of Equilibrium
Propp's character types
Genre
Fowler- Not all characteristics of a genre always appear in a text.
Audience
Stuart Hall- Reception Theory
Encoded Message, Decoded Message, Preferred Reading
Holloran- Active- Researchers should look at what people do to the media not what the media does to people.
Roland Barthes- texts can have multiple interpretations
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