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Theorist: David Gauntlet

Identity - David Gauntlet

 Gauntlet believes that despite many negative perceptions of the media, audiences are not passive and are capable of constructing their own identities through what they see on television.

 Subcultures are an example of this.

 One theory that can be attributed to him is the 'pick and mix' theory. Audiences can pick which ideologies suite them and can completely ignore the elements of the product they don't agree with.

 Additionally, he writes there are now many more representations of gender than the traditional 'gender binary'.

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