Theorists of representation

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
 Men can 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
 The star 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
 Leadership or 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.