2. This theory focuses on the sexualisation of women within music
videos.
Mulvey's states that women are there to be seen and that the use of
camera work portrays them as sexual objects via shot types and
movement.
• How men look at women from images on a screen
• How women look at themselves from those images
• How women look at other women from those images
She states that music videos emphasise curves of the female body.
That they refer to women as mere objects rather than a person. Also,
she says that this display of women is how men believe a woman
should be perceived.
Women are often sexualised and seen as objects – viewed based on
sexual desire and the way they look.
She states that from a heterosexual male, women are objects rather
than possessors.
She says that the woman is passive to the active gaze from males.
4. He states that media texts are encoded by the producer
• Whoever makes the text fills the product wit values and messages
• The text is decoded by spectators
• Different spectators will decode the text in different ways, not
always in the way the producer intended.
Reception Theory
Producer encodes
message/meaning
Dominant or
preferred
Negotiated
Oppositional
