Representation

Laura Mulvey - The "Gaze Theory"

Shows the way different people are represented in videos. For feminists, this can be seen in 3 different ways:
How men look at women
How women look at themselves
How women look at other women

Features of this theory include the camera lingering on the curves of a woman's body, and the events which occur to women are usually presented from a male's point of view. This shows women more as objects than people.

Some of the effects on the media of this theory could be:
Hypodermic syringe – women are changed by ideas given to them
Cultivation theory – slower effect –Passive audience
Two step flow – passing information from people
Use of gratification - active audience – one of the four reasons
Servalience
Identification
Socialisation
Entertainment or escapism


Some video's which show this are:
· Sexy chick – David Guetta
o Women in swim suits
o Close ups of there curves
o Up shots of them
o Girls dancing seductivly in the back ground
o Cuts to shots of girls in bakini's
o Photos of the girls
o Shows him controlling you
o Men looking at women

· Hotel room - Pitbull
o Stars straight way focusing on women curves
o Low cut, tight or skimpy outfits
o Has women going for him
o Has lots of women pawing at him
o He has the power
o Girl brakes in to confront him but he pushes her out showing his power.