Mediation

Dyer

• selection (~mediation) --> exaggerate
• meanings (semiotics)
• types (stereo /counter)
• representative (person who speaks, e.g. in news)

Hall

• reflection (mirror, documentary, French new wave)
• intention (give the audience what they want)
• construction (media texts are non-real, artificial)

Williams

see at Laughey: http://danlaughey.com/media-theory/
• TV as a specific medium. 
• Importance of flow of programmes.

John Ellis

TV - 3 periods of their specific cultural shapes
 1. Scarcity (national channels, BBC vs. ITV)
 2. Availability (multiple channels)
 3. Plenty (interactive media)

Kelly

Kevin Kelly, editor of Wired magazine suggests that:

Digital copies are free

Piracy is inevitable

Media producers should think about other ways to make profit

Copies are worthless

Anything that cannot be copied becomes scarce and valuable.

We need to sell things which cannot be copied.

8 'generatives':

• Immediacy,
• Personalisation,
• Interpretation,
• Authenticity,
• Accessibility,
• Embodiment,
• Patronage,
• Findability

Reading:

• Television: Technology and Cultural Form (1974) by Raymond Williams
• The Media Students Book, 5th edition (2010) by Gill Branston and Roy Stafford
• Seeing Things: Television in the Age of Uncertainty (2000) by John Ellis