Gender representation

The Male Gaze

In the media, women are often objectified for the male audience, who are essentially forced to watch the objectified woman. Usage of camera shots focusing on sexualised body parts are the method this is done, which is dismemberment. This is known as the cultivation theory.

Superiority and Domination

Men are usually shown in dominant posititions, with woman usually shown as less dominant. In new dramas, they are often shown as co-operating with men as their subordinates.

Male Approval

Women usually have to seek for men's approval in different situations. Male desire and woman desired.

The Voice-over Authority

A general higher number of male voice overs, as they are more imposing and imtimidating than woman voice overs.

Irrelevant Sexualisation of Woman and Girls

Woman's products being utilised to sell male products, even if they are not completely directed towards woman.

Clowning & Exaggeration

Women are often portrayed as the less intellectual ones, with them also being more emotional and more foolish. In contrast men are usually presented in positions of power, reflective of their improved intellect and thought/

Representation theories

Hypodermic Needle

Started in the 1920s, was the first attempt to explain how audiences react to the mass media. It suggests that information from a text passes into the mass consciousness unmediated. The intelligence, experience and opinion of the individual are not relevant, it simply goes through either way.

 

Two Step Flow Theory

An extension of the Hypodermic needle theory, essentially adding a few more "layers" to the analysis. The layers are perhaps individual opinion from certain famous people who become "opinion leaders" and people will automatically follow what they think, instead of getting it straight from the media.

 

Uses & Gratifications Theory

Started in 1974, another expansion says that people use the media to see a purpose get gratification from the media. An example is escape from reality.

Character types

An Archetype
An conventional character which has been formed from over 200 years of  stories. E.G Hero or a mad villain.

A Stereotype
A way a type of person is perceived to be like by the media, such as a "hard black man" who is a thug and an upper class white man. Usually somewhat negative.

A Countertype
The opposite of a stereotype, going against all of the perceived characteristics.