john fiske

Q. what was johns striking example that help us interpret the schema theory?
A. something to do with a car chase

christian metz
Q. what was he know for pioneering?
A. the application of ferdinand de saussures theories of semiology to film

Q. what theory did he relate to?
A. semiotics

Q. what is semiotics?
A. something to do with signs

david buckingham
Q. what did he argue?
A. that genre is not simply given by the culture it is in a constant process of negotiaion and change

katie wales
Q. what concept did she not?
A. intertextual concept