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His analysis of media culture emphasizes the synthesis of philosophy, social theory, and cultural critique. He examines the ways in which media and information technology shape individual life and society.

While known primarily as a feminist writer, she also critiqued the media of her time for perpetuating gender stereotypes and the cultural portrayal of women's roles in society.

He proposed the theory of the 'audience commodity', suggesting that the real product of media is not the content delivered to the audience but the audience itself for advertisers.

A founder of British Cultural Studies. His 'encoding/decoding' model of communication highlighted how audience interpretation of media messages can vary widely.

Introduced concepts such as 'narcotizing dysfunction', where mass media would render the audience passive and less likely to engage actively in political matters.

Known for the phrase 'The medium is the message'. Proposed that the medium through which a message is experienced shapes the user's perception of the message.

Also part of the Frankfurt School, Horkheimer collaborated with Adorno. He introduced the concept of critical theory and the idea that mass culture can be an instrument of social control.

Known for his critical approach to media ecology and his book 'Amusing Ourselves to Death', which suggests that television's entertainment value harms public discourse.

Known for her works on cultural studies and television, she famously analyzed the audience's emotional engagement with the soap opera 'Dallas' and introduced notions of 'active' audience interpretation.

Known for his critique of the society of the spectacle, where social life has been taken over by the representation and people are more connected with each other through images.

Developed the staples thesis and the theory of 'time-biased' and 'space-biased' media. Emphasized the importance of communication technologies in shaping the rise and fall of empires.

Best known for his work on media convergence and participatory culture, he explores how new media technologies enable consumers to archive, annotate, appropriate, and recirculate media content.

Best known for his work 'The Work of Art in the Age of Mechanical Reproduction', which discusses how mass reproduction changes the 'aura' and authenticity of artworks.

One of the leading figures of the Frankfurt School. Critiqued the culture industry and its impact on rationality and enlightenment, largely seen in his work 'Dialectic of Enlightenment'.

Known for the Lasswell Formula: 'Who says what in which channel to whom with what effect?', he analyzed the role and effect of propaganda.

Alongside Noam Chomsky, developed the Propaganda Model, highlighting the inequalities of wealth and power and their multilevel effects on mass media.

Her work introduced the concept of subalternity and epistemic violence; she also critiqued the Western scholarly establishment for its complicit relationship with the cultural and economic colonizers.

Another theorist associated with the Frankfurt School. He theorized about the 'one-dimensional' man and the role of media in producing conformity and suppressing individual thought.

French Marxist philosopher who introduced the concept of 'Ideological State Apparatuses' (ISAs), including the media, which serve to perpetuate the ideology of the ruling class.

Famous for his concepts of simulacra and simulation, he argued that in the postmodern society, media creates a hyperreality where the distinction between the real and the represented becomes blurred.

His most influential work, 'The Structural Transformation of the Public Sphere', deals with the development of a bourgeois public sphere in the early modern period and its subsequent transformation in the modern age.

Co-created the Propaganda Model with Edward S. Herman, which argues that mass media serves as a system for communicating messages and symbols to the general populace.

Known for her research in the field of readership, particularly her ethnographic study of romance novel readers in 'Reading the Romance', which explores women's reading as an act of resistance.

Renowned for his work on the media's effects, particularly the 'two-step flow' theory of communication, suggesting that media influences opinion leaders, who in turn influence others.