2. He believed that representation always
involves the construction of reality.
Referring to both the process and the products.
For example: The key markers of identity-
Class, Age, Gender and Ethnicity, they not only
involve how identities are represented within
the text but also how they are constructed in
the processes of production and representation
by people whose identities are also marked
differently.
3. He believed that how we see people are how
we treat people.
“How we are seen determines how we are
treated, how we treat others is based on how
we see them, how we see them comes from
representation”.
Therefore when you meet people you will have
an opinion of them already from the way they
are represented through the media, before you
even speak to them.
4. He believed in cultural convergence, meaning
when consumers are empowered to edit,
annotate and create content. For example:
social networking sites.
This means real people are allowed to
represent themselves for what they really are
not how they are in the media.
5. He believed ideology refers to the influence of
ideas on peoples beliefs and actions.
Talking about identity being a conscious
activity- He said how traditionally we have
found our self's in clearly defined roles based
on age, gender and sexuality. Now we have to
work this out ourselves.
6. He believed that representations are
myths/mythic.
A blurring between what is real and what is not,
for example celebrity images.
Representations can be founded on reality or a
reality that does not exist.
7. He started the Cultivation theory.
His theory helped people understand how
important the media was. ‘Drip drop’ but
slowing down from an immediate effect to a
slower more accumulative effect.
Cultivation theorists argue that media has a
long term effect which is gradual.
8. He is known for the concept of Hyper Reality,
when something is real however is based on
something which is not.
The division between ‘real’ and simulation has
collapsed therefore an illusion of an object is
no longer possible because the real object is
no longer there.
For example, Disney would exists in the real
world yet is based on a fictional make.
9. Male gaze theory, the media is made by men
for men.
The theory denies women human identity, often
in the media women are portrayed as sex
objects and being admired for their physical
appearance and nothing else.
The theory also suggests that women watch a
film not from a secondary perspective but from
the men's perspective.
