Representation Theory

Representation Theory

• 1.
  Representation Theory
• 2.
  Laura Mulvey (1975)– Male Gaze  Mulvey argues that all media texts sexualise women and follow the Male Gaze theory.  She believes women are seen as sexual objects and that the use of camera portrays them as sexual objects through shot types and movement, enhancing their curves and the need for visual desire.
• 3.
  Typical Focuses Emphasising curves of the female body.  Referring to women as sexual objects.  Women are shown how men think they should be.  The audience are put into the perspective of a heterosexual male.  Women are viewed based of sexual desire.
• 4.
  Criticisms  Mencan also be sexualised and viewed based on sexual desire.  Women may see themselves as dominant and being in these situations may make them feel empowered.
• 5.
  Richard Dyer –Star Theory  Dyer states that icons and celebrities are constructed by institutions for financial reasons and are built to target a specific audience.  He states:  “stars are commodities that are produced by institutions”  “A star is a constructed image, represented across a range of media and mediums”  “stars represent and embody certain ideologies”
• 6.
  Audiences and Institutions  Stars are made to make money for that purpose alone.  Audiences want to consume the ideal (or what they’re made to believe is ideal) image.  The institution makes a star based on what they think an audience want.
• 7.
  Constructions  Thestar is built for an audience and doesn’t have an actual purpose except to sell money. They are not an actual person. A persona is created so an audience can identify them.  A star is built specifically with someone's signature to them that differentiates them from other stars.
• 8.
  Hegemony  Leadershipor dominance, especially by one state or social group over others.  An audience is able to relate to the star because they have a feature that we admire or share with them.  This develops from an admiration into an idolization.  Sometimes an audience tries to replicate these stars.  Some times these stars can be bad role models as the pressure of the media takes its toll. This may impact on how the audience act as they may copy negative actions
• 9.
  Tessa Perkins -Stereotypes  Perkins believes that Stereotyping is not a simple process and contains a number of assumptions that can be challenged.  These assumptions include:  Stereotypes are not always negative. They are not always about minority groups or the less powerful. They can be held about one's own group. They are not rigid or unchanging. They are not always false.
• 10.
  Implications of stereotypes  Always erroneous in content.  They’re usually negative.  They’re often about groups of which we have little or no social contact with.  Can often create a negative representation of the lower class.  Can lead to unfair treatment.  An invaluable aid to understanding the world.