‘A focus on identity requires us to pay closer attention to the ways in which media and technologies are used in everyday life and the consequences for social groups.’
Giddens – Structuration – How society is changing and how the media represents society have changed because of this. -
Gauntlet - Because 'inherited recipes for living and role stereotypes fails to function', we have to make our own new patterns of being, and it seems clear that the media plays an important role here’
‘ Identity is complicated – everyone thinks they’ve got one’
Gerbner – Cultivation Theory – The primary proposition of cultivation theory states that the more time people spent ‘living’ in the television world, the more likely they are to believe social reality portrayed on television’
Acland – Representation of Youths – to maintain social order – hegemony. ‘ The idea that young people need constant surveillance and monitoring’
Giroux – ‘Youth becomes an empty category which reflect the anxieties and interests of adult society.’
Studler – Female Gaze 1988 – In Masochism as in the infantile state of dependence, pleasure does not involve mastery of the female or submission of her body and he gaze. This pleasure also applies to the infant the masochist and the film spectator.
Hanson – 1984- Put forth the idea that women are also able to view male characters as erotic objects of desire.
Laura Mulvey – Male Gaze – ‘For women the result of media being presented from the perspective on men and through the male gaze, women find themselves at times taking of the male gaze. Women then gaze at other women in the same way as a man would, and thus end up objectifying other women.’
Hebdige – 1979- ‘Subculture brings together likeminded individuals who feel neglected by societal standards and allow them to develop a sense of identity.’
Branston and Stafford – Sterotypes – Soap rely on archetypal characters and stereotypes- ensure ready accessibility because stories have universal appeal about families and communities. Stereotypes depend on shared cultural knowledge – some part of the stereotype must ring true.
Dyer – 1979 – ‘Stereotypes are always about power. Those with power stereotype those with less power’
Collective Identity – ‘Individual sense of belonging to a group or collective who share a set of traditions and values’
Gramsci- ‘Much of the media controlled by the dominant group in society and the view points associated with the group inevitably become embedded in the product themselves, even if the promotion of these views isn’t conscious – dominant views come to be seen as the norm.’
Patriarchy – the idea of a society of men run by men for men. Male Power.
22% of people in the media are women, which means the media is mainly influenced by men.
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