Representation Theorists

Question 1

Identity

Gauntlett’s Identity Theory

2

Answer 1

• States the media provides audiences with resources (Stars, Characters, Icons, etc.) to help them construct their own identities.
• Audiences “pick and mix” the elements they find most appealing.

Question 2

Stereotypes, identity

Stuart Hall’s Representation Theory

2

Answer 2

• The idea that the relationship between concepts and sign is governed by codes and recognisable iconography.
• The idea that stereotyping, as a form of representations reduces people to a few simple characteristics or traits.

Question 3

women, gender, ideologies

Van Zoonen’s Feminist Theory

5

Answer 3

• Argues that the media displays stereotypical representations of men and women to reinforce ideologies about gender.
• Belief that women are objectified in the media due to the Patriarchy.
• Ideas on gender are influenced by historical and contextual factors. E.g. 1955 men –> 2023 men.
• Women are: nurturing and often in a domestic sphere.
  Men are: Dominant and often best for business and politics.
• Women’s bodies: Objectified and desired.
  Men’s bodies: Inspirational and to be admired.

Question 4

patriarchy, women, control

Bell Hook’s Feminist Theory

3

Answer 4

• Belief that white, male, upper class people control the media.
  Therefore, their values and beliefs are the ones that we see in the vast majority of media products.
• People who are not white, male and upper class will not see their values in the media. Therefore, whole groups of people and their values can be misrepresented or ignored. This can create prejudice and discrimination towards these groups.
• Black women are perceived the lowest in media due to the combination of misogyny and racism.

Question 5

performance, ritual

Judith Butler’s Gender Performativity Theory

3

Answer 5

• States that identity is a performance, and it is constructed through a series of acts and ‘expressions’ that we perform every day.
• While there are biological differences dictated by sex, our gender is defined through this series of acts. E.g. The way we walk, talk, dress, and so on.
• Gender Performativity is not a singular act, but a ritual. It is outlined and reinforced through dominant patriarchal ideologies.

Question 6

race

Paul Gilroy’s Ethnicity and Postcolonial Theory

Answer 6

• States ideas and attitudes continue to shape contemporary attitudes to race and ethnicity in the postcolonial era.
• These postcolonial attitudes have constructed racial hierarchies in society. E.g. White people are given more positive and important roles than POC individuals.
• Media producers are also guilty of using binary oppositions to reinforce POC individuals and characters as ‘others’.

Question 7

cultivate, representations

George Gerbner’s Cultivation Theory

Answer 7

• Suggests heavy television exposure will have influence on our perception of the world.
• The media tends to repeat representations of people which influences overall perception of the group represented.
• The cultivation theory of Media grows dominant ideologies of mainstream media.