Texas Instruments PCIxx12

pcmcia - PCIxx12 Cardbus Controller
See also the PC-Card article and Handbook: Get PCMCIA working.

firewire - PCIxx12 OHCI Compliant IEEE 1394 Host Controller
For kernel config and more details see the FireWire article.

generic - PCIxx12 SDA Standard Compliant SD Host Controller
Media inserted in the card reader do not go in but will be presented as  in case of MemoryStick:

And as in case of SDHC Card:

For handling of inserted media, see also the Removable media article.