representation theorists

Question 1

van zoonen - spectacle and objectification

Answer 1

• van zoonen suggests that patriarchal society has long dictated how women are portrayed in the media (predominantly objectification)
• mens’ role in a patriarchal society (control in the home, business, politics etc) bleeds into the stereotypical and sexualised depiction of women
• the objectification of womens’ bodies is a direct result of patriarchal society’s norms
• technical and narrative codes are used to depict women in a different way to men ( women as prize, is a trophy for male hero & costume codes of short dresses, makeup etc suggests seduction)
• she also believes that women are portrayed as passive and men active

Question 2

van zoonen’s representation of women and men in four different ways

Answer 2

• women (nurturer, domestic, sexualised, absent/ marginalised)
• men (hunter-gatherer, individual, efficient, rational)

Question 3

bell hooks - intersectional feminism

Answer 3

• feminism needs to be intersectional in order to be truly inclusive
• previous feminist movements have focused on misogyny as the main reason for the oppression of women
• hooks argues the lack of representation of race and class excluded other important groups of women being excluded from the discourse

Question 4

bell hooks - exploitation and ‘exoticism’

Answer 4

• idea of the ‘exotic’ other
• sexual objectification of foreign women by men
• the view of women as ‘exotic’ objects for the voyeuristic pleasure of a male spectator

Question 5

hall’s representation theory - codes

Answer 5

• representations are constructed through codes (visual, audio, technical etc)
• texts are selected and mediated to create subjective viewpoint

Question 6

hall’s representation theory - stereotypes

Answer 6

• certain groups are assigned particular perceived characteristics
• their individuality, diversity and variety that exist within this group are ignored and discarded
• they are reduced to a rigid definition of what it means to be part of this group
• this is repeated and reinforced through media portrayals
• there are positive stereotypes however these stem from the unhealthy and unrealistic process of stereotyping
• stereotyping originates from inequalities of power

Question 7

gauntlett - gender roles

Answer 7

• traditional gender roles have been influenced by political ideology throughout history BUT do not necessarily reflect the truth of how someone may view their own identity
• these roles are stereotypical
• the media doesn’t create identities but gives us the tools to construct one’s own individual identity (eg. you might like a piece of clothing bc you see celebs wearing it)
• offers a variety of identities to choose from, which shows flexibility that it didn’t have in the past
• past, not following expectations could’ve led to being excluded from those around you
• nowadays, audiences can pick and choose small sections from a range to create their own personal expression of identity

Question 8

gauntlett, identity - UGC and alternative media

Answer 8

• participatory media allowed for people to express themselves online which increased flexibility
• social media doesn’t necessarily free users from expectations and pressure from traditional gender roles

Question 9

butler’s gender performativity theory

Answer 9

gender and heteronormativity is a social construct

• the media constructs ‘compulsive heterosexuality’ and non-heterosexual relationships are suppressed in favour of heteronormativity
• heteronormativity privileges male and female cis gender stereotypes
• absent representation: lack of alternative representations reinforces heteronormativity/ male power as the norm
• abjected representation: alternatives to heteronormativity/ male power are disturbing, repellent or unnatural
• parodic representations: media presentations of homosexuality often use exaggerated masculine or feminine behaviours in a comedic way
• gender is culturally formed rather than naturally formed - our understanding of gender is formed through repetition of ‘traditional’ male and female roles

Question 10

ethnicity and postcolonialism - paul gilroy

Answer 10

• gilroy puts forward that Britain still acts as if it has the power and influence that it had at the height of the british empire - postcolonialism
• non-white people in society are subject to racism and discrimination that was widespread and acceptable in the imperial past
• black people have been misrepresented or underrepresented in media in western societies because of this existing racial discrimination
• gilroy suggests that ‘civilisationism’ still exists today, as attitudes in european and north american countries view countries in africa, latin america and asia as being less ‘civilised’
• these attitudes towards race and ethnicity have led into the modern media in representation (subtly)

Question 11

goodwin’s theory

Answer 11

• thought through beat
• music and visuals ( illustrate - matches the song, and disjunctive - video doesn’t match)
• flashbacks/ flashforwards with no clear dominance of either narrative
• repeat scenes directly or via different perspectives

Question 12

alvarado’s theory on race

Answer 12

people from different cultures tend to be defined by their differences and their ‘otherness’

with a focus on racial characteristics and preconceived stereotypes

he classed the ethnic groups in 4 categories:

• the exotic
• the dangerous
• the pities
• the humorous