Representation Theories

Laura Mulvey ‘Male Gaze’

Laura Mulvey’s theory looks at how the audience view woman who are presented in the media. Her theory states those women are there to be seen as sexualised objects through the way the camera is angled and framed. The theory looks at how men look at woman from those images, how woman look at themselves from those images and lastly how women look at other woman.

The theory focuses on the male gaze which is how men see women through the use of the media. Usually the male gaze typically focuses on: 

• Camera movements and framing empathises curves of the female body
• Referring to women as objects rather than people
• The display of women is how men think they should be perceived
• Female viewers view the content through the eyes of a man
• How women are often sexualised and see as objects and viewed based on sexual desire
• Describes how the audience or viewer is put into the perspective of a heterosexual male.
• Mulvey states that in film women are typically the objects,rather than the possessors this is displayed by the control of the camera.
• Uses particular movements to perceive women in an idealistic view. Some women may disagree with this use of camera yet others may feel liberated.
• Men are more dominant than females
• States that the female gaze is the same as male gaze because women look at themselves through the eye of the men

Like many theories there can be downfalls to how it works. This theory is based on the prospect of women in the media, however, men can also portrayed in this manor. Also some female artists may want to be seen in this sexual way. This might be how they want there audience to see them and how they think women feel about themselves. Over the years the media has created an ideal image for women and influenced women's opinion on looks. This will be hard to change the perception as we have been taught the ideal image over a long period of time and therefore when we see the opposite, the audience see this image as being right. 

Evidence of this Theory can be seen in most modern music videos for example in the Calvin Harris Blame music video. The camera in figure 1 is framed so that the audience can see the top part of the woman’s body. This shows that this is the view of what the man typically looks at when looking at women. This links to Mulvey’s theory because this is the male gaze and expects all women to have this particular body frame. Also when woman see this shot they have to have this look and this figure because this is what men find attractive and what is the ‘perfect look’. There is another shot in this music video which is a high angle shot looking down at a partly dressed woman on the bed. The male lead is then sat next to the bed while she lays there still. This in my opinion shows male dominance in the music video and shows that she is an object in the scene. Due to her mannerism it shows and role in the music video is that she is seen as a procession rather than a real person. Again this links to Mulvey’s theory of how woman are treated and seen in the music video.

However in the music video by Iggy Azalea and Rita Ora Black Widow, the artists in this music are perceived in a sexual nature due to the mise-en-scene and camera framing. In figure 1.1 the female artists are wearing tight all-in-one suits to show off their figure in a way to attract the male audience. To empathise there figure, the framing shows there top half of their body so that you can see their chests. This links to the Mulvey theory because by doing this, it shows that the artists want to use their body to attract the male gaze. This gives a false interpretation that all woman look like this and should. By using this costume choice, it shows how they wasn’t others women to see themselves and how they think woman should be seen. The camera portrays the woman that they are sexual objects through costume, camera placement and movement. On the other hand, because of the narrative of the music video, it empowers woman to be more confident. In the music video, they play hit woman and kill the villain. This makes woman think that they can stand up for themselves and take control unlike the Calvin Harris music videos. In the Mulvey theory it states that how woman see themselves, they can see themselves either positively or negatively through this music video. 

Rhianna - Pour it up (success)

Another example of how the theory works is through Rihanna's music video, Pour it up. Immediately the music video starts with a tilt up of Rhianna's body. From this positioning you eyes are led up her body showing how little clothing she is wearing. Also empathising the curves of her body when she leans over and you can see her chest. In the music video, she is wearing little clothing which shows she is proud of her body and wants other women to be as expressive as her. Male audiences watching this music video may like this music video because it shows how body confident she is and may hope that other women see this and want to be more confident with there appearance. 'Strip club and dollar bills' is one of the lines taken from the song, shows how rebel and sexualised the artists wants to express her self with. To attract a older audience to her music as previously, most of her songs have been seen by younger teenage range. 

Marina and the Diamonds - How to Be a Heartbreaker (failure)

However, this music video contradicts the Mulvey theory because instead of sexualising women, the music video looks at the opposing gender instead. The music video features a number of men dressed in nothing but briefs, of which medium close ups and close ups are used to show there bodies in away to attract the opposite sex. The location of most of the shooting for the video is done in a shower room, with water running down each of the men. By doing this it sexualises them because the act of water running down their bodies is seen as attractive and appealing for most female young adult/adults. In the music video, the artist is surrounded by all the men which makes women feel jealous want to be her. This apposes the theory because instead of sexualising women it looks at men and also she is using herself to be portrayed as irresistible as she is wanted by the men in the music video. 

Maddie and Tae - Girl In a Country Song

This music video by Maddie and Tae, best sums up the gender roles and opinions in the music industry at the moment. In the video, gender roles of the men and women are switched and what we expect women to be doing in a sexual matter, is reversed to the men doing same thing. The artists go on to sing the troubles and roles of women in a country western area. 'Cause I got a name. And to you, it ain't "pretty little thing", shows that the women in the enviroment are treated and that the artists are standing up for themselfs. By role reversing the genders, it changes the audiences view on the music video, especially when the male audiences are watching and it switches. It makes the audiecnce think twice about womens roles in society and shows that still women are treated with little respect. In regards to the Mulvey theory, it supports and goes against what she has stated becuase it looks at the sexual nature of women. As well as going against because when reversed, men are posed as to how they would look wore and acted like the women.

Richard Dyer's 'Star Theory'

Richard Dyer states three things; "Stars are commodities that are produced by institutions", "A star is a constructed image, represented across a range of media and medium", "Stars represent and embody certain ideologies".  His theory basically looks at the idea that icons and celebrities are manually constructed by institutions for financial reasons that are built to target a specific audience or group of people. His theory is then split into three sections; Audience and Institutions, Constructions and Hegemony.

Audience and Institution

Made to make money for that purpose alone. Audiences what to consume what they think is the ideal (or make believe is the ideal). The institution then modifies the star image around the target audience. They make a star based on what they think the audience want. E.g X Factor audiences - they are looking for the 'full package', they want to please the audience as they are what will make the star a success or not.

Construction

Build for an audience and is not an actual person, a person is created for the audience to identify with and so stars can differentiate between different stars and why they like them or not. The star is build specifically with someones signature to them that differentiates them from other stars, for example Lady Gagas outrageous fashion, Katy Perry's bright hairstyles and Amy Winehouse's behave and eyeliner. 

Hegemony (leadership or dominance, especially by one state or social group)

We relate to the star because they have a feature we admire or share. This develops from an admiration into an idolisation. Some people may try to replicate what they like about a star, but this can be negative as they may be seen as role models, sometimes bad role models will occur due to the pressure the media has on them. They may then act on behaviour that may be negative thus causing audiences to act upon this to try to be 'cool'.  

For example the American singer, songwriter and actress, Miley Cyrus, started her career signed to Walt Disney, becoming a role model to all teenage and young girls through her television shows. In later 2012, Miley sighed a recording contract with RCA Records creating a controversial, sexual explicit public image while promoting her fourth studio album Bangers in 2013. Including singles 'We Can't Stop' and 'Wrecking Ball' were promoted with controversial music videos to publicise her new image. This saw her audience change from innocent young children to punk rocker adults. This face changed the way we saw Miley Cyrus and her music. 

Miley Cyrus - Wreckingball

This music video released by Miley Cyrus in 2013 shortly after releasing 'We can't stop' and performing the hit song at the VMA awards. This performance saw Miley 'twerking' to another artist Robin Thicke provocatively and was accused of "falsely manipulating the content rating' say The Parents Television Council. The Wreckingball music video was then released which shows Miley swinging naked on a wreckingball, wearing little clothing and her licking a sledge hammer. After being released, in less than 24 hours, 16million people had seen the video. The new Miley has being debated even now as to where she is taking her music and how many more boundaries she will break. Her new outlook was certainly a shock after seeing her on the Hannah Montana series.

Beautiful South - Song for Whoever

This music video was released in 1986 as part of the 'Welcome the Beautiful South' album. The video is about writing a song and then finding the ideal 'star' to be the artist that performs the song. After searching they decide to make a blancmange into a star humors the audience it takes the mick out of the media. This follows the theory and states that the theory is true of which the music video makes fun of the how the media does this. 

Tessa Perkin's 'Stereotypes'

A stereotype is someone we associate with a specific group of people (ideology). Creating a stereotype is not a simple process and involves a number of assumptions that can be challenged as well as media influences to create these stereotypes. Perkin's identifies 5 assumptions, one that not all stereotypes are negative, for example, mums are always caring. There not always about minority groups or less powerful, powerful people have there own stereotype. They can be held about ones own group, not necessarily about another group of people. They are not always rigid or unchanging and not always false.

Not always negative

People assume that stereotypes are negative. For example: young troublesome youths, 'hoodie culture'. However youths can be also quite positive to the society.

Not always about minority groups or the less powerful

People assume that stereotypes are aimed towards the less powerful, however this can be vise versa. 

Can be held about ones own group

We make assumptions on other groups, however we are part of our own social group which can be stereotyped. 

They are not rigid or unchanging

Once a stereotype has been created it is very hard to change this as it has been built over a long period of time. However, Perkins states that over a period of time it can change or develop in to a new stereotype. 

Not always false

They have to have some sort of truth in them or else we wouldn't get this representation of the group or person. We witness and read many stories in the media to help shape our stereotypes, the media can influence our opinions. 

Like many constructed theories there can be downfalls. Some implications to this theory is that they can be wrong. For example, most people see people covered in tattoos as intimidating, however some often are much more friendlier than those that have no tattoos. Most stereotypes are mostly built on negative concepts from the media. E.g BBC News always shows negative stories that may interest us and paints an image of someone who could be considered dangerous. This gives us a negative image of this person and people we may associate to look like them. Another implication of this theory is that stereotypes can be created about a group of which we may have no social interaction with; they are not held about ones own group, that's a stereotype of a stereotype. People either 'hold' stereotype of a group (believe them to be true or do not). Can lead to negative behavior or wrong assumptions. Because someone 'holds' a stereotype of a group, his or her behavior towards a member of a group can be predicted. Can lead to unfair treatment of members of society.