Theorists

Ferdinand De Saussure 

This theorist focuses around semiotics by his theory about the 'signified and signifier'. The idea is that an image can be read in two ways, the SIGNIFIER and SIGNIFIED. The signifier is what we see, so any object, where as the signified is an idea each individual has associated with thus image. The implied meaning you take from the image/word. An opinion not a definition created by the media, similar to the Hypoderminc Needle Theory. For example, an image of a knife - Violence, a hoodie - teens and violence. The media has created this representation. This can be used throughout music videos and Digipaks. For example, in Katy Perry's TGIF, the signifer is teenagers and party and the signified is that they want to have fun with mates

Roland Barthes 

He believed that text can either be open or closed. An example of this is a coloured ball of thread the need to be untangled (open). Every new thread stands for a different application to how the text can be interpreted. 

He suggests 5 codes could be used to interpret a text. 

Hermeneutic/Enigma- refers to any element of the story that is not full explained and hence becomes a mystery. The truth is often avoided to keep the audience guessing
Proairetic/Action- audience guesses what happens, to build tension referring to action
Semantic- refers to ambiguity within texts- refers to connotations within signified/signifier. The story that gives additional meaning over the basic denotative meaning of the word.
Symbolic- similar to the previous, but acts at a wider level, organizing semantic meanings into broader and deeper sets of meaning. E.G music videos add deeper meaning to the sing.
Referential/Cultural- code refers to anything that is funded on some kind of canonical works that cannot be challenged and is assumed to be the foundation of truth.

Erving Goffman 

Focusing on the codes and conventions of the two genders, which he believes is part of the socialisation process. Throughout the media, the way the two genders are represent are completely different as they are culturally dependent, consisting of certain codes. 

Goffman would argue that women in media are portrayed as:
Weak
Passive
Objectified
Always shown touching themselves
Delicate

Whereas males are portrayed as:
Powerful
Bold
Assertive
Manipulative
Controlling

Yet now, these stereotypes are getting pushed to the side as artists are switching the gender roles. One main example that stands out is Taylor Swift Bad Blood, showing women to be powerful, bold, assertive and controlling, all the stereotypes that men are portrayed as.