Theories

REPRESENTATION THEORY- 

Laura Mulveys Male Gaze
This theory is about how the audience view women who are presented in the media. Laura Mulvey states women are there to be seen and that the use of camera portrays them as sexual objects through shot types and movements. 

She focus's on;

1) How men look at women from those images

2)How women look at themselves from them images

3)How women look at other women.

 The media emphasizes the curves of female body, refers to women as objects rather then people and the display of women is how men think they should be perceived.

Female viewers view the content through the eyes of a man and women are often sexualised. It's the perspective of a heterosexual man (camera lingers over the curves of a womens body)

Mulvey States: 

• In film women are typically the objects, rather than the possessors  this is displayed by the control of the camera.
• Camera uses particular movements to perceive women in an idealistic view. Some my disagree with this and feel liberated   

On Tuesday the 16th September 2014, All 5 out of the top 5 music videos in the UK charts showed examples of Mulveys Theory. 

Calvin Harris - Blame, Lily Wood and Schultz - Prayer in C, Sam Smith - Only one, Talyor Swift - Shake it off and Iggy Azelea ft Rita Ora - Black Widow. 

• Emphasis on body ✓
• Showing Women as objects ✓
• Pleasing Men ✓
• Females view through the eyes of males? ✓
• Women sexualised + viewed based on sexual desire? ✓

Richard Dyers Star Theory

The idea icons and celebrities are constructed by institutions for financial reasons and are built to target a specific  audience or group of people.

Can be broken down into 3 sections:

• audience and institutions
• constructions
• hegemony (cultural beliefs)
• 
  

Audience + Institutions
Audiences want to consume what they believe is ideal - institution then modifies the stars image around the target audience. 
Constructions
Star is built for an audience and is not an actual person, a person is created for the audience to identify with so stars can differentiate between different stars- and why they like them or not. Star is built specifically with someones signature to them. - see a lot of people copying celebrities.
Hegemony
(leadership or dominance, especially by one state or social group over others)
We relate to the star because they have a feature that we admire or share with them. This develops from an admiration into a idolization. Some people may attempt to replicate.

HE STATES: 

"stars are commodities that are produced by institutions"

"A star is a constructed image, represented across a range of media and mediums"

"stars represent and embody certain ideologies"

"A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials is) out of a range of materials (e.g advertising magazines etc as well as films and music) " 1979  

Stars are made and groomed to meet the ideal.

Tessa Perkins Stereotyping

• Preconceived or prejudice idea of a group of people, in general.
• People might stereotype - try and help us to understand different groups of people we might not otherwise come across.

STEREOTYPES
are assumptions we make based on groups of people when we put people in boxes based on on the media,how do we know they're actually like
Tessa Perkins - Stereotyping is not a simple process and contains a number of assumptions that can be challenged. She identifies 5 assumptions;

1. Stereotypes are not always negative (eg The French are good cooks).
2. They are not always about minority groups.
3. Can be held about ones own group.
4. They are not rigid or unchanging.
5. They are not always false.

implications of stereotypes
stereotypes are erroneous in content (usually wrong) and about groups that have little or not social contact.