Representation Theories.

• Jib Fowles (1996): “in advertising, males gaze and females are gazed at”.

• Paul Messaris (1997): “female models addressed to women….appear to imply a male point of view”.

• Janice Winship (1987): “the gaze between cover model and women readers marks the complicity between women seeing themselves in the image masculine culture has defined.

• Tessa Perkins Stereotypes Theory

• What is a stereotype?

• A stereotype is a preconceived concept of a group of people. They are assumptions we make based on groups of people we have already witnessed.

• Why do we do it?

• We stereotype others to understand the world, and see other people's point of views. Because of the media, we feel obliged to do it to judge others and compare them to people we aspire to be and look up to as 'idols'.

• There are 5 assumptions that are involved in stereotyping, and these assumptions can be challenged.

• 1 - Stereotypes are not always negative, e.g. the French are good cooks.

• 2 - Not always about minority groups or the less powerful in society, e.g. upper class twits.

• 3 - Can be held about one's own group.

• 4 - They are not rigid or unchanging; they can change, but is not an overnight occurrence.

• 5 - Not always false, they may be exaggerated.

• 1 - Because of 'hoodie culture', the youths of today are seen as troublesome, but they can also be seen in a positive way. An example of this is the riots that happened mainly in London, although the main culprits were 30 plus year olds. This was blamed on youths because of negative assumptions.

• 2 - People assume that stereotypes are aimed at people who aren't as powerful as others, although this isn't always what happens, as we can also stereotype upper class minorities.

• 3 - Have our own individual groups and within we stereotype people within this group based on our assumptions.

• 4 - The stereotypes people have can change of a period of time.• 5 - Stereotypes have to have some truth in them because otherwise the

ideology wouldn't have existed in the first place.

• The implications of stereotypes;

• Always erroneous in content (usually wrong).

• (Negative concepts).

• About groups with whom we have little or no social contact with; by implication therefore, they aren't held about ones own group - that's a stereotype of a stereotype.

• About minority or repressed groups - mostly creating negative representation.

• Either 'hold' stereotypes of a group (believe them to be true) or don't.

• They can lead to negative behaviour or wrong assumptions.

• Holding a stereotype: behaviour towards a member of a group can be predicted.

• Unfair treatment of members of society.

• Invaluable aid to understanding the world and all must have truth or wouldn't be created.

• Richard Dyer’s Star Theory:

• Before we were told what this theory was, we had to create a mood board for a specific 'star' that we chose, considering these two things;

• What makes this person a star?

• What qualities do they possess?

• I chose to look at Miley Cyrus and these are the words I associate with her;

• Wealth

• Unique

• Attitude

• Powerful

• Actress

• Confident

• Singer

• Fierce

• Performer

• Breaks boundaries

• Controversial

• His theory states that;

• To be a star, you have to be different. The idea that institutions construct icons and celebrities for financial reasons and are built to target a specific audience or group of people.

• Can be broken down into 3 categories:

• Audience & institutions

• Construction

• Hegemony (cultural beliefs)

"A star is a constructed image, represented across a range of media and mediums"

In magazines and music videos, Lady Gaga was

represented as funky and she wore outfits that

explored this side of her personality. This is where

this quote comes into practice, as she most likely

doesn't wear this at home to be comfortable in as it is

her character and not her actual self.

"Stars represent and embody certain ideologies"

This shows how the rap/pop artist

Nicki Minaj has changed to suit the

audiences she appeals to. When first

starting in the music industry, she

dressed in bright colours and giant,

multicoloured wigs. I think this was

to make her stand out in the music

world so that she would be known.

As she is now more well-known, she

has decided to tame her image and

make herself look more professional

and presentable.

• Audience and institutions;

• Stars are made to make money for that purpose alone, and audiences want to consume what they think is the ideal (or how the media portrays the ideal to make them believe this). The star is then modified by the institution to appeal to the target audience. This is based on the audience wants and needs. An example of this is The X Factor, as the artists on there have the 'full package'; the looks, the style and the sound of a star.

• Constructions;

• Stars are built for an audience (not an actual person as they are made to fit the audience needs) to identify with and so stars can differentiate and figure out why they like them or not. A signature is built with them so that they can differentiate from other stars.

• -Amy Winehouse - beehive/eyeliner.

• -Lady Gaga - bold and outrageous outfits.

• -The Beatles - suits, mop-tops.

• -Jedward - big, spiked hair.

• Hegemony;

• (Leadership or dominance, especially by one state or social group over others).

• People relate to star because they have a feature that is admirable or share with them. This then develops from someone admiring the star to then idolizing them. This then may go on to the person trying to replicate what they see being done by the star.