1. Laura, Megan, Amy

2.  Laura Mulvey (1975) – „The Male Gaze‟
 That the dominant view point in the cinema is male, so the audiences have to view the
characters from a heterosexual male point of view.
 So the female body must be displayed for the male gaze in order to provide „erotic pleasure‟
(voyeurism). This is to reinforce women's stature as objects, and ultimately a the mans sense of
control and over her.
 This could be used when writing about music videos and the use of good looking women, or
going against the convention to focus on the female gaze.
 "the cinema satisfies a primordial wish for pleasurable looking.” Laura Mulvey – Voyeurism
 Abercrombie argues that now there are these positive changes more aparted than in soaps, where minority
ethnics are treated in a far less stereotypical way than in the past as ordinary people rather than exotic and
dangerous others.
„Men were portrayed as authority figures, workers breadwinners and sportsmen.
Men outnumbered women by three to one on television. While women suffered. “Symbolic
annihilation by the media “through absence, condemnation or trivialisation.‟

3.  Judith Butler – looked at the extent to which gender and sexuality were
performative, meaning if „male and females‟ follow the gender appropriate
behaviour, which was constructed by the culture in our society - culturally
constructed.
 Butler argues that we behave as individuals, performing individual acts, and
these acts are not dependent on our biological gender.
 Rather than creating our gender based on our biological sex, we have created
an idea of what is biological from the gender we have constructed.
 This can be used as an example when discuss the props you used in a music
video and if they were gender stereotypical, or describing if the behaviour of
your character or artist suited the cultural constructed norms shown in
society.
 „Gender is what you do, not what you are‟ – Judith Butler

4.  Angela McRobbie- Argued that adolescent girls
magazines like „Jackie‟ constructed an ideology
of „romantic individualism‟ in which influences
girls to think that their main quest in life is to
find a loving relationship.
 This theory could be applied to romantic
comedies or even love songs in music videos, or
it can be challenged by music videos which go
against this convention.
 “a kind of false sisterhood that assumes a common definition of
womanhood or girlhood” - Angela McRobbie

5.  David Gauntlett- Focuses on the developments in recent pop
culture and the development of „girl power‟, and how pop culture
has influenced a different representation in women who are now
considered in society to become determined, do their own
thing, and to have their own sexual identity.
“Identities are not „given‟ but are constructed and negotiated.” -
David Gauntlett
This could be used when referring to the characters in your music
video and if they promote a certain image of women.

6.  Is a set of ideas based around the idea that identities are
not fixed and do not determine who we are.
 The queer theory builds both upon feminist arguments and
the idea that gender is part of the essential self, it also
focuses on the „Natural‟ and „Unnatural‟ behaviour in
respect of homosexual behaviour and „queer behaviour‟.
 So for example if a character in a film is not acting to the
appropriate behaviour, created by society for his/her
gender then that character falls into the category of being
homosexual.
 According to Dyer (2002) representation of male
homosexuality in the media have tended to be dominated
by camp characters- effeminate, mincing men with high
voices- who make fun of the serious and respectable.
Although such character may have a slightly subversive
role, they are also a safe form of sexual
stereotype, unchallenging to traditional masculinity.
 Although such characters may have a slightly sub verse
role, they are also a safe form of sexual
stereotype, unchallenging to traditional masculinity.

7.  This theory focuses on the function of women/women
characters in particular narratives or genres and if the fit
the stereotype of societies view of women.
 With this theory, Laura Mulvey, is important to bring in
Laura Mulvey as she is a feminist sociologist who focused
on women's representation in the cinema.
 Ann Kaplan- argues women can possess the look and
make men the object of the gaze. (Backs up Mulvey)
 “Female characters can possess the look and even make
the male character the object of her gaze, but being a
women, her desire has no power”

9.  Dick Hebdidge- Focused on that subculture. He
suggests that subcultures do not inherit
characteristic of urban life but defined by style
and influenced by socioeconomic factors.
 Meaning that the social life of these subcultures
develop from the absence from institutions such
as the nuclear family, or the chaos that existed in
the 1970‟s which discrimination towards the black
community.
 For example her argues that punk emerged as a
mainly white style when Black youth became more
separatist in the 1970s in response to
discrimination in British society.
•Van Djiks argued that the British media
 Angela Barry in „Black Mythologies‟ constantly flatters it‟s readers with the
Representation of Black people in British
Television reports that when black people are statements like “The British are kind
portrayed they are depicted as trouble makers, and tolerant people” always followed by
dependants or sports figures.
the racist „but‟ then the minority ethnics
are accused of abusing our
 Stuart Hall showed how the media presented
mugging as a black crime. hospitality, being social security
scroungers, criminals and terrorist
sympathizers .

10.  Edward Said focused on Orientalism and perceived that there
were false assumptions underlying Western attitudes towards
the East.
 Orientalism: is a collection of biases created by the west .
 The oriental : A vague generalization or stereotype of the east
which is used in many countries and areas around the world.
 Latent Orientalism: Peoples opinion as to what the orient is,
that it is separate from „us‟ different and inferior.
 He believed that this has occurred because the east is
fundamentally different to the West this was seen as a
weakness and was what allowed the west to colonies.

11.  Cultural theorist focuses on the influencing racial thinking in the UK.
 Hall states that the representation of the black community has been
through two phases.
1. The first was a challenge of the racist stereotype and producing a
positive black identity. – Relation to Reggae music.
2. In the second phase, the how black community is being
represented in society. – Riots, Criminality – Urban
Films, Music, Gangs
Hall was concerned with media power, and how it was representing
issues for public concern.
 "The mass media play a crucial role in defining the problems and
issues of public concern. They are the main channels of public
discourse in our segregated society". - Stuart Hall

12.  http://prezi.com/ovkrf6vpui4v/feminist-media-
theory/
 http://www.slideshare.net/fleckneymike/the-
male-gaze-laura-mulvey
 http://www.theory.org.uk/resources.htm
 http://www.slideshare.net/Group.6/judith-
butler-resource-pack
 http://www.slideshare.net/sawtrymedia/media-
and-collective-identity-feminist-film-theory
 http://www.slideshare.net/jphibbert1979/repres
entation-7259964
 http://www.slideshare.net/leannacatherina/repre
sentation-in-themedia1ppt-banhams