Representation theories

1. REPRESENTATION THEORIES

2. THE MALE GAZE
• The male gaze was introduced by Laura Mulvey and it
based around the idea that in media women are viewed
through the eyes of a heterosexual male and so they are
dressed and portrayed in a way that would please.
• I will not be using Laura Mulvey’s male gaze in my
magazine because I believe that it promotes sexism and
the objectification of women in the media. I wish to
create a magazine that promotes equality.
• Examples of the male gaze being used in pop music
would be the music video for Justin Bieber’s ‘All That
Matters.’ in the music video for this sing the girl that is
featured is wearing clothing that leaves a lot of skin on
show and she if often in poses that are used to show off
her body.

3. THE NOTION OF COMPLICITY
• The notion of complicity was created by Janice Winship and it gives the
idea that women are complicit in allowing themselves to be portrayed in
a way that would please the heterosexual male eye. This could be
because she enjoys the attention that she will receive or because it
would be a way to initially attract a male audience before she is given
the chance to show off the her voice or music.
• I will also not be using this representation in my magazine because I
think that it gives the idea that to receive gratification then women need
to shown themselves in a way that would please the male eye. This is not
a message that I would want to give to my target audience.

4. THE EMPOWERED FEMALE
• The empowered female theory was created by David Gauntlett and it is the idea that the
woman herself is in control of the way that she is presented and that she is in control of her
sexuality and how it is used.
• I will use this representation theory in my magazine because it sends the message to my
audience that women should not be objectified and that they should not be judged on how
they choose to dress or act.
• The empowered female theory is a used increasingly more and is portrayed by artists such as
Nicki Minaj in her ’Anaconda’ music video and Miley Cyrus in ‘Wrecking ball’.

5. GENDER PERFORMANCE
• Gender performance is a theory created by Judith Butler. The idea is that
it does not matter what gender we are born as it is the way that we
behave that determines gender. The theory states that a man is not
always masculine and a woman is not always feminine. Its also shows
that if a man got into a fight it would be fighting that gives them a
masculine gender not the fact that they are male.
• I would also use this type of gender representation in my magazine
because it gives the message that gender stereotypes are not real and
do not have to be followed, that anyone can be and pursue any type of
life, hobby and action that they please.

6. I have chosen to use the gender performance and
empowered female theories in my magazine because
they both give a positive and empowering message to
my audience.