2. Ferdinand de Saussure
Developed the theory behind semiotics, and how language creates meaning.
Because language does not reflect reality, representation is subjective and
constructed from signs (which can be anything from
words, images, sounds, objects etc.)
Signifiers - The form the sign takes.
These two combined create the sign's meaning.
Signified - The concept it represents.
3. Laura Mulvey
Analysed Hollywood cinema and argued the idea that female characters are
represented as passive objects of male desire.
From this came the theory of the 'male gaze' which suggested that 'women are
looked at, and men look.'
We watch films through the male gaze, looking at the aesthetically
pleasing, sexually submissive female.
4. Dyer
Argued that stereotypes are simply a way of reinforcing differences, and
because these are so generic, the representations are seen as natural within
society.
For example, the stereotypes of men and women are so different in order to
reinforce the strong natural differences.
5. Jean Baudrillard
Argued that the issue of representation is problematic.
Because stereotypes reflect what does not exist, there is a sense of
hyperrealism.
This is especially noticeable in celebrity images and the false persona they
portray in order to entertain audiences.
