Laura Mulvey’s Gaze Theory and Stuart Hall's Reception Theory
•Download as PPTX, PDF•
1 like•985 views
Laura Mulvey's Gaze Theory argues that women are sexually objectified and portrayed as passive objects in music videos through techniques like camera work and focusing on curves of the female body. She asserts that this reflects a male view of women as objects to be looked at, rather than people. Stuart Hall's Reception Theory holds that media producers encode messages in texts but audiences can decode them in different, sometimes unintended ways depending on their own perspectives.
Report
Share
Report
Share
Recommended
Stuart hall reception theory
This document provides an overview of Stuart Hall's reception theory, which proposes that media texts can be decoded or interpreted in different ways by audiences. It discusses the three main ways an audience can understand a text: the dominant reading, where the audience interprets it as intended; the negotiated reading, a compromise interpretation; and the oppositional reading, where the audience rejects the preferred meaning. The document aims to help students understand and apply reception theory by creating an advert and considering how different audiences may interpret it dominantly, negotiatively, or oppositionally. It provides examples and guidance for students to complete tasks analyzing their own and others' adverts through this theoretical lens.
The Media Reception Theory:
This theory focuses on the idea that audiences are active in interpreting media rather than passive. Research in the 1980s and 1990s looked at how individuals receive and understand texts differently based on their personal characteristics like gender, age, class, and ethnicity. Stuart Hall's encoding/decoding model proposed that a text is encoded by its producer but decoded by audiences, who may interpret it differently. Hall identified three potential reception models: dominant/hegemonic readings that accept the preferred meaning, negotiated readings that modify the meaning somewhat, and oppositional readings that reject the preferred meaning using an alternative perspective.
Audiance reception theory
Stuart Hall developed encoding/decoding theory to explain how audiences receive media messages differently based on their own experiences and viewpoints. Encoding refers to how media producers develop messages, while decoding is how audiences interpret and make meaning from those messages. Hall argued that the intended meaning is not fixed, as audiences can decode messages in preferred, negotiated, or oppositional ways depending on their sociological factors. Examples like Disney princess films often elicit a preferred reading where the audience agrees with the producer's encoding, while the Teletubbies television show decoding led to some oppositional readings that disagreed with the initial encoding.
Stuart Hall's Reception theory
The document discusses Stuart Hall's reception theory (also known as encoding/decoding theory) of media representation. It outlines three main ways audiences can interpret media representations - the dominant/preferred reading that accepts the message, an oppositional reading that rejects the message, and a negotiated reading that accepts some aspects while disagreeing with others. It also discusses three views of the institution-audience relationship: the active institutional view where meaning is transmitted from institution to passive audience; the negotiated view where meaning is negotiated between the two; and the active audience view where the audience actively recreates the meaning.
Stuart Hall’s Reception Theory
The document discusses three ways that an audience can decode media texts:
1) Dominant/preferred reading: The audience decodes the text as intended by the producer.
2) Negotiated reading: The audience accepts the producer's views but also has their own interpretation.
3) Oppositional reading: The audience rejects the producer's intended meaning and creates their own interpretation, often opposing the producer's messages and ideology.
Representation in your chosen media text
This document discusses representation in media, including how the media constructs rather than reflects reality through careful mediation. It defines representation and discusses how certain groups are commonly represented, such as through stereotypes. Several theories of representation are outlined, including how women are often objectified and gazed at from the male perspective. The document also discusses how stereotypes can both enhance realism for audiences but also reinforce dominant ideologies. It questions whether media representations are ever truly realistic or simply simulations that produce our understanding of reality.
Copywriting
Copywriting involves writing text to advertise or market a product. There are four main types of advertising: complex, high involvement, explanation, and abstract. Effective copy is succinct, single-minded, personal, keeps a simple focus, and uses conversational language. Copy for print includes display copy like headlines and body copy for the main message. Headlines can be direct or indirect action. Television copy uses techniques like action, demonstration, storytelling, and emotion. Planning involves storyboards and considering visual and audio tools. Copy for the internet thinks of the medium as interactive and focuses on standing out amid online clutter.
Post production
The document discusses the editing process for documentaries. It covers the key stages of post-production, offline editing, and online editing. During post-production, the editor must organize all visual and audio elements into a coherent story. The offline editing stage is when the initial documentary form takes shape as editors explore different editing possibilities. Online editing is when the final edit master is completed with effects, sound, music, and transitions added.
Recommended
Stuart hall reception theory
This document provides an overview of Stuart Hall's reception theory, which proposes that media texts can be decoded or interpreted in different ways by audiences. It discusses the three main ways an audience can understand a text: the dominant reading, where the audience interprets it as intended; the negotiated reading, a compromise interpretation; and the oppositional reading, where the audience rejects the preferred meaning. The document aims to help students understand and apply reception theory by creating an advert and considering how different audiences may interpret it dominantly, negotiatively, or oppositionally. It provides examples and guidance for students to complete tasks analyzing their own and others' adverts through this theoretical lens.
The Media Reception Theory:
This theory focuses on the idea that audiences are active in interpreting media rather than passive. Research in the 1980s and 1990s looked at how individuals receive and understand texts differently based on their personal characteristics like gender, age, class, and ethnicity. Stuart Hall's encoding/decoding model proposed that a text is encoded by its producer but decoded by audiences, who may interpret it differently. Hall identified three potential reception models: dominant/hegemonic readings that accept the preferred meaning, negotiated readings that modify the meaning somewhat, and oppositional readings that reject the preferred meaning using an alternative perspective.
Audiance reception theory
Stuart Hall developed encoding/decoding theory to explain how audiences receive media messages differently based on their own experiences and viewpoints. Encoding refers to how media producers develop messages, while decoding is how audiences interpret and make meaning from those messages. Hall argued that the intended meaning is not fixed, as audiences can decode messages in preferred, negotiated, or oppositional ways depending on their sociological factors. Examples like Disney princess films often elicit a preferred reading where the audience agrees with the producer's encoding, while the Teletubbies television show decoding led to some oppositional readings that disagreed with the initial encoding.
Stuart Hall's Reception theory
The document discusses Stuart Hall's reception theory (also known as encoding/decoding theory) of media representation. It outlines three main ways audiences can interpret media representations - the dominant/preferred reading that accepts the message, an oppositional reading that rejects the message, and a negotiated reading that accepts some aspects while disagreeing with others. It also discusses three views of the institution-audience relationship: the active institutional view where meaning is transmitted from institution to passive audience; the negotiated view where meaning is negotiated between the two; and the active audience view where the audience actively recreates the meaning.
Stuart Hall’s Reception Theory
The document discusses three ways that an audience can decode media texts:
1) Dominant/preferred reading: The audience decodes the text as intended by the producer.
2) Negotiated reading: The audience accepts the producer's views but also has their own interpretation.
3) Oppositional reading: The audience rejects the producer's intended meaning and creates their own interpretation, often opposing the producer's messages and ideology.
Representation in your chosen media text
This document discusses representation in media, including how the media constructs rather than reflects reality through careful mediation. It defines representation and discusses how certain groups are commonly represented, such as through stereotypes. Several theories of representation are outlined, including how women are often objectified and gazed at from the male perspective. The document also discusses how stereotypes can both enhance realism for audiences but also reinforce dominant ideologies. It questions whether media representations are ever truly realistic or simply simulations that produce our understanding of reality.
Copywriting
Copywriting involves writing text to advertise or market a product. There are four main types of advertising: complex, high involvement, explanation, and abstract. Effective copy is succinct, single-minded, personal, keeps a simple focus, and uses conversational language. Copy for print includes display copy like headlines and body copy for the main message. Headlines can be direct or indirect action. Television copy uses techniques like action, demonstration, storytelling, and emotion. Planning involves storyboards and considering visual and audio tools. Copy for the internet thinks of the medium as interactive and focuses on standing out amid online clutter.
Post production
The document discusses the editing process for documentaries. It covers the key stages of post-production, offline editing, and online editing. During post-production, the editor must organize all visual and audio elements into a coherent story. The offline editing stage is when the initial documentary form takes shape as editors explore different editing possibilities. Online editing is when the final edit master is completed with effects, sound, music, and transitions added.
The application of semiotics in advertising
the symbolic messages of two pairs of advertisements (perfumes and cigarettes) are decoded using semiotic analysis in order to compare the different strategies that are utilized to target different customer groups according to demographic variables such as gender and age. The findings of the semiotic analysis are discussed from the point of view of effective advertising campaigns.
4 1 posters
This document discusses different types of graphic design, with a focus on promotional design and posters. It provides information on the history and evolution of posters, from broadsides printed via letterpress and woodblock printing, to lithography in the 19th century, and modern offset and screen printing. The key aspects of poster design discussed are using imagery and text to communicate a clear message from a distance in a memorable yet appropriate design. Examples of different styles and techniques through history are also presented.
Pre production report
This pre-production report outlines plans for a 30-second stop motion animation promoting healthy eating to children ages 3-10. It will tell the story of a boy who is chased by an evil cake and cookie but transforms into a superhero after eating an apple. The BBC will fund the estimated £1500-£3000 production. Roles include the director, animator, editor, and storyboard artist. Filming and editing will take place at a local college by the January 11th deadline. Materials include modeling clay, cameras, lights, microphones, and software. As freelance animators, the creators are not entitled to benefits but have enough time to complete the project. The animation avoids legal issues by only using
Stuart hall encoding decoding
Stuart Hall was a prominent cultural theorist and sociologist from Jamaica who worked in the UK. He developed theories of encoding and decoding in media where the producer encodes a message and the audience can interpret it in dominant, negotiated, or oppositional ways depending on their background and experiences. Hall argued that audiences are not passive and can change the intended meaning. He provided the example of a conversation where one person encodes knowledge into speech and the other decodes it based on their understanding of language.
Stuart Hall theories of representation
Stuart Hall outlines three strategies for contesting stereotypes:
1. Reversal of stereotypes - Strong female leads in action movies reversing the damsel in distress trope. Positive portrayals of working mothers in advertising.
2. Substitution of positive images - Diversity of women in media of all ages, sizes, abilities replacing narrow beauty standards. Inclusive marketing features all types of families.
3. Making stereotypes work against themselves - Sassy women in commercials drawing attention to exaggerated gender roles for comedic effect. Subversive social media drawing from and reinventing tropes.
Encoding decoding by Hall
Stuart Hall was a prominent British sociologist and theorist known for his work on multiculturalism, identity, and media studies. His influential writing emphasized that audiences decode media messages differently based on their backgrounds and experiences. Hall analyzed the television communication process through four stages: production, circulation, use/consumption, and reproduction. He argued that encoding and decoding do not necessarily match, and that audiences can interpret messages in dominant, negotiated, or oppositional ways. Hall's work was groundbreaking in establishing cultural studies and shifting focus to how audiences make meanings from cultural symbols.
Message construction
The document provides tips for constructing an effective advertising message, including:
1) Identify your target customer's most important problem and discuss how your service solves it.
2) Brainstorm catchy marketing messages and headlines that grab attention and convey benefits.
3) Test different messages and headlines to see which generate the best response from customers. Focus on messages that trigger an emotional response and motivate customers to take action.
Art direction and production by Thilini Rajaguru
This document provides an overview of art direction and production for advertising. It discusses the purpose of illustrations in ads and how various factors like size, color and medium affect viewers. It also covers illustration formats, design principles like balance and proportion, and the layout process from thumbnails to mechanicals. Additionally, it summarizes typography considerations and print production processes. For television advertising, it outlines the creative team roles and guidelines, and preproduction, production and postproduction processes.
Encoding/Decoding Stuart Hall
Hall proposed a new theory of communication that argues meaning is not fixed by the sender and the audience is not passive. There is a "lack of fit" between encoding and decoding meaning as the producer encodes meaning differently than how the receiver decodes it based on their background and interpretation. Hall referred to distinct moments in the communication process including production, circulation, distribution, consumption and reproduction as part of the communication circuit where meaningful exchange requires the message to be correctly decoded.
Advertising1
The document defines advertising and outlines steps for developing effective advertising programs. These include identifying the target audience, following the AIDA and DAGMAR models, and carrying out the five M's stages of mission, money, message, media, and measurement. The AIDA and DAGMAR models outline cognitive and affective stages to move consumers from awareness to action. The five M's provide a framework for setting objectives, deciding budgets, generating messages, selecting media channels, and evaluating effectiveness. The document also describes types of advertising such as informative, persuasive, and reminding ads.
Advertising agencies
The document discusses advertising agencies and their structure and functions. It begins by defining an advertising agency as an agency that designs advertisements to attract public attention to its clients. It then lists the top Indian advertising agencies and describes the main departments in an advertising agency, including account servicing, account planning, media, creative, production, and finance/accounting. The document outlines the roles and responsibilities of each department. It also discusses the agency-client relationship and tips for making the relationship successful. Finally, it covers laws and ethics of advertising in India as well as the Advertising Standards Council of India (ASCI).
Perfume advert analysis
This document analyzes and summarizes several perfume advertisements. It discusses how some ads conform to conventions like featuring attractive models and suggestive imagery and messaging, while one example subverts expectations by featuring a non-stereotypically beautiful model in plain clothing against a simple background without emotive qualities typically seen in perfume ads.
Copywriting
This chapter discusses different types of copywriting for advertising. It covers writing for print, radio, television, and the web. For each medium, it outlines key elements to focus on such as headlines, body copy, scripts, and storyboards. It emphasizes keeping messages simple, focused, and memorable within the constraints of each format. The chapter also briefly touches on global copywriting and translating advertising appeals effectively across cultures.
Music video thesis
Music videos have been around since the 1960s and have evolved significantly over time. They began as simple recordings of live performances but became more cinematic and artistic. The launch of MTV in 1981 helped establish music videos as an art form. Today, music videos are used to interpret songs visually, promote artists, showcase directing talent, and engage fans through new technologies like VR and integration with streaming services. Directors now have more tools like advanced visual effects at their disposal to create visually stunning videos.
Structure of an Advertising Agency
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
Media scheduling
This document discusses different types of media scheduling patterns for advertising campaigns. It describes continuous scheduling, which runs advertising steadily over the campaign period. Flighting involves intermittent periods of heavier advertising alternating with no advertising, targeting favorable selling periods. Pulsing combines continuous and flighting approaches by using low-level advertising year-round and heavier advertising during peak seasons. The document also outlines factors that influence scheduling patterns like marketing objectives, viewership trends, sales data, markets, competition and budget.
Advertising through newspaper
This is the presentation subject of BUSINESS ETHICATES & PRESENTATION SKILL
AMCOST clg BBA Student
The origins of entertainment education - a book chapter by Miguel Sabido
Disclaimer: all images and original texts belong to their rightful owners.
Notes from "Entertainment Education and Social Change", by Singhal, Cody, Rogers and Sabido.
Print advert analysis template
The document provides a template for analyzing print advertisements by breaking them down into their key components: the copy or text used, the graphics or images, the brand and product being advertised, the logo, any characters featured, whether a story is told, similarities to other media, the slogan, and who the target audience is and how the ad tries to persuade them. It also provides questions to analyze the representation of who or what is featured in the ad, who the preferred audience is, what they are doing and why, and where they are located and framed.
Copywriting
The document discusses various elements of copywriting including display copy, body copy, headlines, captions, callouts, taglines, slogans, and calls to action. It covers types of layouts and the functions of layouts. It also discusses typography, fonts, colors, good practices and bad practices in copywriting. Key elements include using evocative language to build mental pictures, being original, keeping the message simple and memorable.
Reception Theory
This document discusses the history and development of reception theory. It covers early uses of reception theory from the 1970s-1990s to analyze media content, the expansion of the theory beyond text to include semiotics and the understanding that environmental context influences reception. More recent developments mentioned include incorporating neuroscience findings and how reception models have been used to understand celebrity reception. The meaning derived from media depends on the relationship between the text and the reader's own background and experiences.
Gta 5 game UNIT 1 ASSIGNMENT 2
Grand Theft Auto V was designed for adult male audiences given its mature content like violence, sexual references, and criminal activities. It cost $265 million to develop and market. In its first 6 weeks, it sold 29 million copies and made $1 billion, more than Grand Theft Auto IV's lifetime sales. Critics praised its technical accomplishments, vast open world of San Andreas, sharp satire of American culture, and called it one of the best video games ever made, giving it a perfect 10/10 score.
More Related Content
What's hot
The application of semiotics in advertising
the symbolic messages of two pairs of advertisements (perfumes and cigarettes) are decoded using semiotic analysis in order to compare the different strategies that are utilized to target different customer groups according to demographic variables such as gender and age. The findings of the semiotic analysis are discussed from the point of view of effective advertising campaigns.
4 1 posters
This document discusses different types of graphic design, with a focus on promotional design and posters. It provides information on the history and evolution of posters, from broadsides printed via letterpress and woodblock printing, to lithography in the 19th century, and modern offset and screen printing. The key aspects of poster design discussed are using imagery and text to communicate a clear message from a distance in a memorable yet appropriate design. Examples of different styles and techniques through history are also presented.
Pre production report
This pre-production report outlines plans for a 30-second stop motion animation promoting healthy eating to children ages 3-10. It will tell the story of a boy who is chased by an evil cake and cookie but transforms into a superhero after eating an apple. The BBC will fund the estimated £1500-£3000 production. Roles include the director, animator, editor, and storyboard artist. Filming and editing will take place at a local college by the January 11th deadline. Materials include modeling clay, cameras, lights, microphones, and software. As freelance animators, the creators are not entitled to benefits but have enough time to complete the project. The animation avoids legal issues by only using
Stuart hall encoding decoding
Stuart Hall was a prominent cultural theorist and sociologist from Jamaica who worked in the UK. He developed theories of encoding and decoding in media where the producer encodes a message and the audience can interpret it in dominant, negotiated, or oppositional ways depending on their background and experiences. Hall argued that audiences are not passive and can change the intended meaning. He provided the example of a conversation where one person encodes knowledge into speech and the other decodes it based on their understanding of language.
Stuart Hall theories of representation
Stuart Hall outlines three strategies for contesting stereotypes:
1. Reversal of stereotypes - Strong female leads in action movies reversing the damsel in distress trope. Positive portrayals of working mothers in advertising.
2. Substitution of positive images - Diversity of women in media of all ages, sizes, abilities replacing narrow beauty standards. Inclusive marketing features all types of families.
3. Making stereotypes work against themselves - Sassy women in commercials drawing attention to exaggerated gender roles for comedic effect. Subversive social media drawing from and reinventing tropes.
Encoding decoding by Hall
Stuart Hall was a prominent British sociologist and theorist known for his work on multiculturalism, identity, and media studies. His influential writing emphasized that audiences decode media messages differently based on their backgrounds and experiences. Hall analyzed the television communication process through four stages: production, circulation, use/consumption, and reproduction. He argued that encoding and decoding do not necessarily match, and that audiences can interpret messages in dominant, negotiated, or oppositional ways. Hall's work was groundbreaking in establishing cultural studies and shifting focus to how audiences make meanings from cultural symbols.
Message construction
The document provides tips for constructing an effective advertising message, including:
1) Identify your target customer's most important problem and discuss how your service solves it.
2) Brainstorm catchy marketing messages and headlines that grab attention and convey benefits.
3) Test different messages and headlines to see which generate the best response from customers. Focus on messages that trigger an emotional response and motivate customers to take action.
Art direction and production by Thilini Rajaguru
This document provides an overview of art direction and production for advertising. It discusses the purpose of illustrations in ads and how various factors like size, color and medium affect viewers. It also covers illustration formats, design principles like balance and proportion, and the layout process from thumbnails to mechanicals. Additionally, it summarizes typography considerations and print production processes. For television advertising, it outlines the creative team roles and guidelines, and preproduction, production and postproduction processes.
Encoding/Decoding Stuart Hall
Hall proposed a new theory of communication that argues meaning is not fixed by the sender and the audience is not passive. There is a "lack of fit" between encoding and decoding meaning as the producer encodes meaning differently than how the receiver decodes it based on their background and interpretation. Hall referred to distinct moments in the communication process including production, circulation, distribution, consumption and reproduction as part of the communication circuit where meaningful exchange requires the message to be correctly decoded.
Advertising1
The document defines advertising and outlines steps for developing effective advertising programs. These include identifying the target audience, following the AIDA and DAGMAR models, and carrying out the five M's stages of mission, money, message, media, and measurement. The AIDA and DAGMAR models outline cognitive and affective stages to move consumers from awareness to action. The five M's provide a framework for setting objectives, deciding budgets, generating messages, selecting media channels, and evaluating effectiveness. The document also describes types of advertising such as informative, persuasive, and reminding ads.
Advertising agencies
The document discusses advertising agencies and their structure and functions. It begins by defining an advertising agency as an agency that designs advertisements to attract public attention to its clients. It then lists the top Indian advertising agencies and describes the main departments in an advertising agency, including account servicing, account planning, media, creative, production, and finance/accounting. The document outlines the roles and responsibilities of each department. It also discusses the agency-client relationship and tips for making the relationship successful. Finally, it covers laws and ethics of advertising in India as well as the Advertising Standards Council of India (ASCI).
Perfume advert analysis
This document analyzes and summarizes several perfume advertisements. It discusses how some ads conform to conventions like featuring attractive models and suggestive imagery and messaging, while one example subverts expectations by featuring a non-stereotypically beautiful model in plain clothing against a simple background without emotive qualities typically seen in perfume ads.
Copywriting
This chapter discusses different types of copywriting for advertising. It covers writing for print, radio, television, and the web. For each medium, it outlines key elements to focus on such as headlines, body copy, scripts, and storyboards. It emphasizes keeping messages simple, focused, and memorable within the constraints of each format. The chapter also briefly touches on global copywriting and translating advertising appeals effectively across cultures.
Music video thesis
Music videos have been around since the 1960s and have evolved significantly over time. They began as simple recordings of live performances but became more cinematic and artistic. The launch of MTV in 1981 helped establish music videos as an art form. Today, music videos are used to interpret songs visually, promote artists, showcase directing talent, and engage fans through new technologies like VR and integration with streaming services. Directors now have more tools like advanced visual effects at their disposal to create visually stunning videos.
Structure of an Advertising Agency
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
Media scheduling
This document discusses different types of media scheduling patterns for advertising campaigns. It describes continuous scheduling, which runs advertising steadily over the campaign period. Flighting involves intermittent periods of heavier advertising alternating with no advertising, targeting favorable selling periods. Pulsing combines continuous and flighting approaches by using low-level advertising year-round and heavier advertising during peak seasons. The document also outlines factors that influence scheduling patterns like marketing objectives, viewership trends, sales data, markets, competition and budget.
Advertising through newspaper
This is the presentation subject of BUSINESS ETHICATES & PRESENTATION SKILL
AMCOST clg BBA Student
The origins of entertainment education - a book chapter by Miguel Sabido
Disclaimer: all images and original texts belong to their rightful owners.
Notes from "Entertainment Education and Social Change", by Singhal, Cody, Rogers and Sabido.
Print advert analysis template
The document provides a template for analyzing print advertisements by breaking them down into their key components: the copy or text used, the graphics or images, the brand and product being advertised, the logo, any characters featured, whether a story is told, similarities to other media, the slogan, and who the target audience is and how the ad tries to persuade them. It also provides questions to analyze the representation of who or what is featured in the ad, who the preferred audience is, what they are doing and why, and where they are located and framed.
Copywriting
The document discusses various elements of copywriting including display copy, body copy, headlines, captions, callouts, taglines, slogans, and calls to action. It covers types of layouts and the functions of layouts. It also discusses typography, fonts, colors, good practices and bad practices in copywriting. Key elements include using evocative language to build mental pictures, being original, keeping the message simple and memorable.
What's hot (20)
The origins of entertainment education - a book chapter by Miguel Sabido
The origins of entertainment education - a book chapter by Miguel Sabido
Viewers also liked
Reception Theory
This document discusses the history and development of reception theory. It covers early uses of reception theory from the 1970s-1990s to analyze media content, the expansion of the theory beyond text to include semiotics and the understanding that environmental context influences reception. More recent developments mentioned include incorporating neuroscience findings and how reception models have been used to understand celebrity reception. The meaning derived from media depends on the relationship between the text and the reader's own background and experiences.
Gta 5 game UNIT 1 ASSIGNMENT 2
Grand Theft Auto V was designed for adult male audiences given its mature content like violence, sexual references, and criminal activities. It cost $265 million to develop and market. In its first 6 weeks, it sold 29 million copies and made $1 billion, more than Grand Theft Auto IV's lifetime sales. Critics praised its technical accomplishments, vast open world of San Andreas, sharp satire of American culture, and called it one of the best video games ever made, giving it a perfect 10/10 score.
Audiences and videogames
The document discusses findings from the BBFC's 2006 research into video game audiences. It found that younger gamers are influenced to play violent titles due to peer pressure, and that negative press coverage increases interest. However, younger players often find game violence upsetting. The research also found gender differences in game preferences, with females preferring non-violent games and males favoring first-person shooters and sports games.
Media Reception theory
Stuart Hall was a prominent cultural theorist who developed reception theory and encoding/decoding models of communication. Reception theory focuses on how audiences actively interpret and make meaning from media texts based on their own experiences and perspectives, rather than passively accepting the intended message. Hall proposed that audiences may have dominant, negotiated, or oppositional readings of a text that respectively align with, partially align with but modify, or entirely oppose the preferred reading intended by producers. Uses and gratifications theory also posits that audiences are active and use media selectively to fulfill various needs and gratifications.
Audience theory
This document discusses several audience theories related to how audiences interact with and make meaning from media texts:
1) Hypodermic needle/effects theory proposes media have a direct influence on passive audiences, while cultivation theory argues for a more gradual, "drip-drip" effect over time.
2) Two-step flow theory recognizes indirect influence as audiences discuss media with others they respect.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs rather than being directly influenced.
4) Reception analysis and semiotics examine how audiences construct different meanings based on their backgrounds and can reject or reinterpret dominant meanings.
A2 Media Studies Audience theory
This document provides an overview of three key audience theories:
1. The Effects Model views audiences as passive recipients who are directly influenced by media texts. It has been criticized for ignoring audience agency.
2. The Uses and Gratifications Model positions audiences as active, using media to fulfill needs like diversion, escapism, and social comparison. It suggests consumption can help address personal issues.
3. Reception Theory recognizes that meanings encoded by producers may be decoded differently by audiences, who can have dominant, negotiated, or oppositional readings of texts. It acknowledges multiple possible interpretations.
The Male Gaze Laura Mulvey
The document discusses Laura Mulvey's concept of the "male gaze" in film theory. Mulvey argues that films typically present the perspective of a heterosexual male viewer who objectifies female characters. This relegates women to the status of objects and viewers must identify with the male perspective. The male gaze lingers on women's bodies and defines events through a man's reaction. While some argue this allows female sexuality, critics say it still treats women as objects for the male viewer's pleasure through their visual representation.
Viewers also liked (7)
Similar to Laura Mulvey’s Gaze Theory and Stuart Hall's Reception Theory
Laura mulvey’s gaze theory
Laura Mulvey's Gaze Theory argues that women are sexually objectified and portrayed as objects to be looked at in music videos. Specifically, camera work and shots are used to sexualize women by focusing on curves and presenting them as objects rather than people based on male desires. Stuart Hall's Reception Theory then states that media producers encode messages and meanings into texts, but audiences can decode them in different, sometimes unintended ways, including dominant, negotiated, or oppositional readings.
Laura mulvey
This document outlines Laura Mulvey's Male Gaze theory of how women are represented in media. Mulvey argues that women are typically portrayed as objects for the male gaze, with the camera emphasizing their bodies and sexuality. The document discusses applying Mulvey's theory by analyzing portrayals of women in music videos and film trailers. Students are tasked with watching various media clips and assessing whether they depict women as sexual objects focused on pleasing the male viewer's look. The lesson aims to have students understand Mulvey's theory, form their own opinions on modern representations of women, and consider how her analysis could be expanded.
Media theorists
Stuart Hall proposed that audiences must decode the messages that media encode in order to understand reality as constructed by media. Hall believed media have powerful influence over what the public sees as important issues. He identified three types of audience positioning.
Laura Mulvey's male gaze theory suggests that media, like film and music videos, are represented from the perspective of a heterosexual male gaze. This can objectify and sexualize women through camera angles and framing.
Andrew Goodwin's theory of music video analysis identifies six key aspects: demonstration of genre characteristics, relationship between lyrics and visuals, relationship between music and visuals, demands of record labels, and representation of characters and notion of looking.
The male gaze
The document discusses Laura Mulvey's theory of "the male gaze" in cinema. Mulvey argues that cinema and visual media are typically constructed from a patriarchal and male point of view. Women are often depicted as objects for the male gaze, either as sexual objects ("voyeuristic") or idealized figures ("fetishistic"). The male viewer identifies with powerful male protagonists who control the action and narrative. Examples are given of how women are portrayed in Hollywood films and advertising to appeal to and be viewed by the male gaze. The theory is applied to analyze representations of gender, sexuality and power dynamics in music videos, TV shows, and other media forms.
Jess
This document discusses several key concepts related to media analysis, including auteur theory, reception theory, and the male gaze.
Auteur theory suggests that a film director's style and themes across their body of work identifies them as the "author" of their films. Reception theory examines how audiences interpret and make meaning from media texts in different, negotiated ways based on their own experiences and identities.
The male gaze theory proposes that visual media, especially films, are often constructed from the perspective of the heterosexual male viewer. This frames women as passive sexual objects to be looked at, prioritizing their appearance and the male viewer's desire over women's own subjectivity or agency. Studies link the influence of the male
Jess
This document discusses several key concepts related to media analysis, including auteur theory, reception theory, and the male gaze.
Auteur theory suggests that a film director's style and themes across their body of work identifies them as the "author" of their films. Reception theory examines how audiences interpret and make meaning from media texts in different, negotiated ways based on their own experiences and identities.
The male gaze theory proposes that visual media, especially films, are often constructed from the perspective of the heterosexual male viewer, portraying women as sexual objects to be looked at. Studies have linked the influence of the male gaze to negative impacts on women's self-esteem and well-being. The sources discussed provide
Representation investigation
Representation refers to how media texts portray people, groups, or concepts through signs and symbols. All media is a constructed representation rather than a true reflection of reality. Laura Mulvey was an influential representation theorist who coined the term "male gaze" to describe how most films are viewed from the perspective of a heterosexual male, which often relegates women to the status of objects. Her theory is particularly relevant to analyzing representations of gender in the horror genre, where women are commonly portrayed as beautiful yet weak objects for the male gaze.
Gender in pop music videos: femininity
This document provides an introduction to theoretical perspectives for analyzing representations of femininity, including dominant ideology, the male gaze, voyeurism, dismemberment, performativity, and gender fluidity. It discusses these concepts in the context of analyzing music videos by performers like Meghan Trainor, Lily Allen, and Lady Gaga. Key theorists mentioned include Laura Mulvey, Jean Kilbourne, and Judith Butler. The document suggests applying these perspectives to examine how audiences are positioned and encouraged to look at women in music videos, and how female bodies are portrayed.
Laura Mulvey - Male Gaze Theory Research
Laura Mulvey was a British feminist film theorist who developed the influential Male Gaze Theory. She argued that mainstream cinema represented women as sexual objects for the pleasure of the male heterosexual gaze. Films were constructed to be viewed through the perspective of a heterosexual man, which objectified and degraded women on screen. The camera would linger on the female form and present women as "to-be-looked-at." This imbalance between the male gaze and female gaze reinforced patriarchal norms and could negatively impact how women saw themselves. While critics argued her theory did not account for diverse spectator experiences, the Male Gaze Theory was seminal in shifting film theory towards psychoanalysis and feminist perspectives on objectification and representation of
Laura Mulvey - The Male Gaze
Laura Mulvey developed the concept of the "male gaze" in her 1975 essay, arguing that mainstream cinema reflects the underlying patriarchal power structure of society by privileging the male perspective over the female. The male gaze objectifies women on screen for the pleasure and view of the presumed male viewer. Women are often displayed as erotic objects to be looked at rather than active agents. This diminishes women's identities and reduces them to their appearance rather than their personality.
Laura mulvey
Laura Mulvey developed the Male Gaze theory in 1975, which proposes that women are often sexualized in media through the perspective of the heterosexual male gaze. The theory consists of three components: how men look at women, how women look at themselves, and how other women look at women. Mulvey argues that the camera often represents the male audience and objectifies women through lingering shots of their bodies in revealing clothing or dancing provocatively. While Mulvey's theory was criticized for not also applying to the objectification of men, it brought attention to the over-sexualization of women in media such as music videos like Nikki Minaj's "Anaconda".
Laura mulvey the malegaze theory
Laura Mulvey's Male Gaze theory argues that in film and media, the camera lens represents the perspective of the heterosexual male viewer who objectifies female characters. This denies women their subjectivity and reduces them to objects for the male gaze. Mulvey suggests this reinforcement of patriarchal ideals through media can influence societal norms by making female objectification seem normal or desired. The theory is exemplified through common techniques used in films like James Bond to highlight women's physical features from the male perspective.
The theory of male gaze
The document discusses the concept of the male gaze in film theory. It describes Laura Mulvey's influential 1975 work which argued that women are presented in film as objects of male visual pleasure. Mulvey proposed that films are viewed from the perspective of a heterosexual male gaze and that women are sexualized for male pleasure. The document also reviews other theorists who have expanded on or critiqued Mulvey's ideas, and discusses whether these theories still apply to modern films.
Media
Laura Mulvey is a 75-year old British feminist film theorist and professor known for her influential 1975 essay "Visual Pleasure and Narrative Cinema". In this essay, she introduced the concept of the "male gaze", arguing that women in film and literature are represented from a male point of view, with men in active roles and women in passive roles. Specifically, the "male gaze" refers to how scenes are framed from the perspective of a heterosexual male viewer, focusing on a woman's body as an erotic object for both characters and spectators to view.
Laura mulvey (therosit) on representation
Laura Mulvey developed the theory of the male gaze to describe how audiences view characters in film from the perspective of a heterosexual man. The male gaze objectifies women by focusing the camera on their bodies and presenting events through a man's reaction. It also relegates the female viewer to identifying with male characters. While some criticize that the gaze can apply to same-sex interactions and that some women enjoy being looked at, the male gaze theory argues that most mainstream media portrays women through the lens of how men view female sexuality and attractiveness.
Laura Mulvey’s Male gaze theory
The male gaze theory proposes that in film and media, the camera adopts the perspective of a heterosexual male viewer. It objectifies and sexualizes women by lingering on their bodies and presenting them as objects for the male gaze. Women are portrayed as passive objects for the male characters and the audience, while men are depicted as active and dominant. The theory suggests that media socializes both men and women to view women as objects that exist for the pleasure and reactions of men.
The Male Gaze Theory - Laura Mulvey
Laura Mulvey introduced the Male Gaze theory in 1975, suggesting that women are typically presented as objects to be viewed sexually from a heterosexual male perspective in films. The theory examines how audiences perceive people, especially women. When viewed through a feminist lens, the Male Gaze can be seen through how men look at women, how women see themselves, and how women view other women. Features of the Male Gaze in music videos include the camera lingering on the female body and events involving women being presented through a man's reaction.
Laura mulvey Media theories
Laura Mulvey was a British feminist film theorist known for her essay "Visual Pleasure and Narrative Cinema" which introduced the concept of the "male gaze". She argued that in classical Hollywood cinema, the camera presents women as objects of male pleasure through shots that emphasize their physical attractiveness. Mulvey believed this objectification reinforces the idea that women are inferior to men and forces female viewers to identify with the male perspective. Her theories provide insight into mainstream music video conventions and how they can be subverted or applied in creating one's own video.
Laura mulvey male gaze theory l1
Laura Mulvey developed the influential Male Gaze theory, which proposes that in film and media, the audience is positioned to view scenes and women from the perspective of a heterosexual man. This denies women their identity and reduces them to objects for the male gaze. Mulvey also suggests that women can only watch films from a secondary perspective and view themselves through a man's eyes. The theory argues that media perpetuates patriarchal ideals by masculinizing the viewer and objectifying and sexualizing female characters.
Male gaze theory 2016
Laura Mulvey developed the theory of the "male gaze" which argues that cinema and visual media are typically constructed from a masculine point of view that objectifies and sexualizes women for the pleasure of the male viewer. She identified two ways women are depicted: "voyeuristic", seen as sexual objects, and "fetishistic", seen as madonnas. Examples are given of Hollywood pin-ups like Marilyn Monroe being voyeuristic. The theory also holds that male viewers identify with powerful male protagonists who control the film's fantasy. Mulvey's theory was influential in explaining how media representation enforces patriarchal social norms.
Similar to Laura Mulvey’s Gaze Theory and Stuart Hall's Reception Theory (20)
Recently uploaded
How to Make a Field Mandatory in Odoo 17
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
The Diamonds of 2023-2024 in the IGRA collection
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Azure Interview Questions and Answers PDF By ScholarHat
Azure Interview Questions and Answers PDF By ScholarHat
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar KanvariaRPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
RPMS Template 2023-2024 by: Irene S. Rueco
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
-------------------------------------------------------------------------------
Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
-------------------------------------------------------------------------------
For more information about PECB:
Website: https://pecb.com/
LinkedIn: https://www.linkedin.com/company/pecb/
Facebook: https://www.facebook.com/PECBInternational/
Slideshare: http://www.slideshare.net/PECBCERTIFICATION
How to Manage Your Lost Opportunities in Odoo 17 CRM
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
How to Setup Warehouse & Location in Odoo 17 Inventory
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
PCOS corelations and management through Ayurveda.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...National Information Standards Organization (NISO)
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.DRUGS AND ITS classification slide share
Any substance (other than food) that is used to prevent, diagnose, treat, or relieve symptoms of a
disease or abnormal condition
Main Java[All of the Base Concepts}.docx
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Chapter 4 - Islamic Financial Institutions in Malaysia.pptxMohd Adib Abd Muin, Senior Lecturer at Universiti Utara Malaysia
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
Recently uploaded (20)
Film vocab for eal 3 students: Australia the movie
Film vocab for eal 3 students: Australia the movie
Azure Interview Questions and Answers PDF By ScholarHat
Azure Interview Questions and Answers PDF By ScholarHat
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...
RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
How to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRM
How to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 Inventory
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Digital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental Design
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Laura Mulvey’s Gaze Theory and Stuart Hall's Reception Theory
- 1. Laura Mulvey’s Gaze Theory Representation Theory
- 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.
- 3. Stuart Hall’s Reception Theory
- 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/meanin g Dominant or preferred Negotiated Oppositional