The document summarizes Laura Mulvey's "Male Gaze" theory, which argues that women are typically portrayed as sexual objects in media through the use of camera shots and movements that emphasize their bodies from the perspective of the heterosexual male gaze. It states that women are "there to be seen" and viewed as sexual objects based on their appearance rather than as full subjects. The theory also suggests that even female viewers see women through the male gaze.

1. Representation Theory
Emily Lawson

2. ‘Male Gaze’ theory – Laura Mulvey
The ‘Male Gaze’ theory focuses on how the audience view
women presented in the media. The main understanding is that
women are portrayed as sexual objects through the use of
particular shot types and movements. A key quote being
‘Women are there to be seen’.
This theory focuses on:
• How men look at women in images
• How women look at themselves in images
• How women look at other women in images

3. ‘Male Gaze’ theory – Laura Mulvey
Key
Info
Displays women
how men think
they should be
perceived
Refers to
women as
objects
Emphasises the
curves of a
woman
Suggests that
female viewers
view the
content through
the eyes of a
man
Women are
sexualized and
viewed based
on sexual desire
and appearance

4. ‘Male Gaze’ theory – Laura Mulvey
The theory argues that…
• The audience is put into perspective of a heterosexual man
• Women are typically objects rather than possessors,
displayed by the control of the camera
• Camera uses particular movements to perceive women in
an idealistic view
• Camera objectifies women by focusing on specific parts of
the female body (for example the bum and boobs)
• Men are seen as the dominant power whilst women are
passive
• The female gaze is the same as the male gaze (women see
themselves through the eyes of a man)

5. ‘Male Gaze’ theory – Laura Mulvey
Drawbacks…
• Some women may enjoy being seen as sex
objects as it makes them feel powerful and
desirable
• Men are also portrayed sexually in the media
and are there for women’s pleasure
• The media is hard to change
• It doesn’t apply to everything (for example
kids films)

6. Star theory – Richard Dyer
“A star is a constructed image, represented across
a range of media and mediums”
The star theory is the is the idea that icons and
celebrities are constructed by institutions for
financial reasons and are built to target a specific
audience or group of people. The theory is split into
3 sections:
• Audiences and institutions
• Constructions
• Hegemony (cultural belief)

7. Star theory – Richard Dyer
Audiences and institutions:
• Stars are made to make money
• Audiences want to consume what they think is ideal
• Institutions modify the stars image around the target audience (make a
star based on what they think audience want)
Constructions:
• A star is built for an audience - they are not an actual person but instead a
persona created for the audience to identify with
• Stars have a specific feature which differentiates them from other stars
Hegemony:
• Audiences are able to relate to a star due to a feature they admire or
‘idolize’
• Audiences often try to replicate what they like about the star (which can
be negative as stars can sometimes be bad role models)

8. Stereotypes – Tessa Perkins
Stereotypes aren’t a simple process – they contain a number of
assumptions that can be challenged
5 assumptions:
• Stereotypes aren’t always negative, e.g the youth aren’t always
seen as troublesome, they are also seen as high achievers
• Minority groups aren’t always targeted, e.g the middle class are
seen as snobby
• Stereotypes can be held about your own group, e.g within a
friendship group people may be stereotyped as the ‘smart one’ or
the ‘sporty one’
• They’re not rigid or unchanging, e.g hipsters are seen as a cool,
modern version of geeks
• They’re not always false, e.g criminals are seen as bad people which
has some truth behind it

9. Stereotypes – Tessa Perkins
Implications
They’re not
always right
They’re
negative
concepts
Often about
groups we
have little or
no social
contact with
Can lead to
negative
behaviour or
wrong
assumptions
Can lead to
unfair
treatment of
members of
society