Fiske(1987) stated that we are knowledgeable of certain things, not because we have experienced them but because we view them on films, programs etc. For example before year 9, i knew what a prom was but had never been to one. So when i went to my end of year 9 prom, yes i was at a prom, but how did i know it was a prom as I'd never been to one? Fiske states that we never really know what something is if we've never done it before.
Derrida(1981) says that every text must have a genre and that no text can be without one. Derrida says that someway or another each text must categorised into one or many genres. The several genres is particulary true of Tarantino. What is seen as a simple straightforward war film such as Ingloroious Bastards can include elements of war, action, drama, comedy, and western.
Levi - Strauss came up with the theory of binary opposites. For example if somethings hot, something must be cold, if somethings bad, something must be good. He also said that all texts must be made up from other texts. He stated that we 'borrow' ideas from other texts and make them our own.
Talcott Parsons(1950) created the 'structural functionalist view'. This view suggests that we have necessary structures in order for our society to keep it together.
Bradrillard created the idea of simulation and simulacra. This is where the representation of things have become more important than the 'real thing'. For example a burger shown at a fast food cafe is the simulacra, and the burger that your presented with is the stimulation. Which is just a copy of the simulacra, its not the literal burger that you see advertised.
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