Levi Strauss
Binary opposites
Gauntlett
Media gives tools to help construct our IDs
Gender is fluid and changes
Curran and seaton
Profit and power
bell hooks
Feminism is a struggle
Barthes
Levels of signification
Den con myth ideology
Hall
Dominant
Oppositional
Negotiated
Gerbner
Long term exposure influences us
Shirky
People are no longer passive but active consumers, enabled by the shift to digital technology