Theorists

Question 1

Van Zoonen

Answer 1

Lisbeit Van Zoonen suggests that men and women are represented in radically different ways in media products, with women being consistently sexualised by a voyeuristic and predatory ‘male gaze’. This reinforces concepts of patriarchal hegemony, and constructs a world where men wield significant power. We see these representations of sexualised women in a variety of situations, for example in magazines, in adverts, and in mainstream cinema

Question 2

Gilroy

Answer 2

Gilroy Domestics conceptions of the race, racism, immigrants and national identity to its imperial reach, affecting both newcomers and narratives born alike. His concept of postcolonial melancholia draws attention to the continuing role of colonial ideology.

Question 3

Where can hooks be applied

Answer 3

The intersections of gender, race, class and sexuality to create a white supremacist capitalist ideology.

Question 4

Hooks

Answer 4

The concept of Intersectionality is intended to eliminate dynamics that have often been overlooked by feminist theories and movements. As articulated by author Bell Hooks, the emergence into intersectionality “challenged the notion that ‘gender’ was the primary factor determining a woman’s fate

Question 5

Gauntlett

Answer 5

David gauntlets identity theory suggests that the media offers many diverse and contradictory media messages that individuals can use to think through their identities and ways of expressing themselves. - how woman and men are represented

Question 6

Van Zoonen

Answer 6

Patriarchy is a system where men hold social, political and economic power. Van zoonen argues that in a patriarchal society there is a clear difference in how male and female bodies are represented. She also suggests that gender is performativity and we understand masculinity and femininity by what we do.

Question 7

Hall

Answer 7

Reception theory, as developed by Stewart Hall, asserts that media texts are encoded and decoded. Stewart Hall states that audience members adopt one of the three positions when they decode the text. They either adopt a dominant or preferred reading which is how the producer wants the audience to view the media text. They may also adopt a oppositional reading which is when the audience rejects the preferred reading and creates their own meaning from the text. Lastly, the audience may adopt a negotiated reading which is where the audience accepts parts of the producers views but has their own views as well.

Question 8

What can butlers theory be applied to?

Answer 8

Butlers theory of gender performativity can be applied by analysing how representations of masculinity, femininity which reveal the work of performing gender.

Question 9

Butler

Answer 9

Gender performativity is a stylised repetition of acts, an intimidation or miming of the dominant conventions gender. Butler explains that an act is performative if it produces a series of effects. That gender is performative means that there can be no gender identity before the gendered acts, because the acts are continuously constituting the identity.

Question 10

Bandura

Answer 10

Bandura argues that human values,judgement and conduct an be altered directly by media modelling. This can be seen in the (daily mail or the guardians) attempt of constructing an audience