Representation

Question 1

Male Gaze Theory

Laura Mulvey

Answer 1

Audiences see females from a heterosexual male’s perspective - female is overly sexualised and is often treated as an object. Even female audiences see females in this manner.

Question 2

Postmodernism Theory

Jean Baudrillard

Answer 2

In postmodern culture, the boundary between the real world and the media has collapsed and it is impossible to distinguish reality and simulation due to media images now representing a hyper-reality picture.

Question 3

Gender Performativity

Judith Butler

Answer 3

Audiences are not born into gender but by performing acts in society, they are constructing their gender identity over a repetition of acts over time.

Question 4

Reception Theory

Stuart Hall

Answer 4

There are three ways an audience will receive a text, audiences will decide based on the company’s values and what the text represents.
Preferred (Acceptance)
Negotiated (Partly accepted)
Oppositional (Disagree)