Collective Identity

The Male Gaze- Laura Mulvey

The Male gaze suggests that the audience is put into the perspective of a heterosexual male, through suggestive camera angles. Camera moves such as tilts can be used to show the body of a female.

Jonathan Schoeder- 1998

Psychological relationship, the gaze is superior to the object.

Giddens- Structuration and changing social structure

Female Gaze- Gaylem Studlar
The Female Gaze- Hanson
Put forward to the idea that women are also able to view male characters as erotic objects of desire


David Buckingham-

Argues identity is complicated and complex. He says that 'a focus on identity requires us to pay closer attention to the ways in which media and technologies are used in everyday life and their consequences for social groups'

EXPLAIN WHAT IS MEANT BY 'COLLECTIVE IDENTITY' AND THE ROLE OF MEDIA IN ITS CONSTRUCTION.

Non Fictional Media

Due to the Patriarchal nature of our society- women are less likely to be the source of leading news stories.

"Media odes not just offer us a transparent 'window on the world' but a mediated version of the world"

Fairy Liquid:

Women in the kitchen cleaning
Stay at home mum (housewife)
Concerned with looking pretty

Hegemony-

In advertising and magazines, we see this narrow range of representation. They are shown as young, slim, and overwhelmingly white.

Hypodermic needle theory- Feeding the audience a message or information

Post feminist? Do we no longer need feminism?

Gender Fuck refers to the self to the self conscious effort to "fuck with" or play with traditional notions of gender identity, gender roles,  and gender presentation. It falls under the umbrella of the transgender spectrum.