Representation Theory-

Laura Mulvey's Male Gaze theory-
How women are viewed and presented in the media. Women are seen as sexual objects through cinematography, and that they are there to be seen.

She focus's on
How men look at women
How women look at themselves
How women look at other women

The theory states that :
-In media texts emphasis is put on curves, on the female body.
-Women are refereed to as objects rather than people, and that they are there for pleasure.
-They portray women on how men think they should be perceived and look, and how men expect them to be.
-Female viewers also see women in the media through the eyes of men and usually want to be what men like .
-Women are often sexualised in the media.
-Men have dominant power over women in media texts.
-The media creates the image of an idealistic women and the media tells us what is 'perfect'



Richard Dyer's Star theory-
Icons and celebrities are constructed by institutions for financial reasons and are built to target a specific audience. They know what the audience wants, set of ideas, not real people. An image is given.

Quotes:
"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"

1-Audience and institutions
Stars are made to make money, audiences consume what they think is the ideal. The institution then modifies the stars image around the target audience. They want to please the audience as they are who will make the stars a success.

2-Constructions
The star is built for an audience and is not a real person, a persona is created for the audience to identify with. And so that stars can differentiate. The star is built specifically with a signature style.

3-Hegemony (cultural beliefs)
We relate to the star because they have a feature we admire or share with them. This develops from admiration into idolization. Some people may attempt to replicate what they like about a star, they are seen as role models.


Tessa Perkin's Stereotype theory-

Perkin's identity's 5 assumptions:
1-Stereotypes are not always negative
2-They are not always about minority groups or the less powerful
3- They can be held about a persons own group
4-They are not rigid or unchanging
5-They are not always false.