Representation Theories

Lacan – Psychoanalysis and ‘The Mirror’

Lacan's theory of 'identity' revolves around the idea of identity. Lacan considered the point in which a person develops a sense conscious and self-identity. He said that a child recognises their own reflection and think about how other perceive them, changing their own appearance to satisfy their perceptions of how others will perceive them. 

Mulvey extended this theory, she writes about 'the sliver screen' which she says is used almost like a metaphorical mirror that reflects back to the female consumer representations of the female identity, however these representations are not complete true reflections of the viewer but rather male idealised femininity ideologies.

Queer Theory – Judith Butler

This particular theory came from the field of Gender studies. The Queer theory suggests that male and/or female gender roles do not control our entire identity or even how we as society perceive others identities. Gender in particular, represented in broadcast Medias is fluid and flexible, depending on the context of said broadcast media. This theory was a way to combat and challenge negative representations of gay sexuality within the media and the idea that these people should be divided and categories due to their sexuality and in addition a person’s identity should not dwell upon their sexual preference. It allows for us to question just how the media represents homosexuals.

Subculture – Representation of Groups – Dick Hebdidge

 Dick Hebdidge stated that a subculture is a group of similar minded individuals who feel neglected by society's standards and whom develop a sense of identity which is different from the dominant ideologies and culture which they belong to.

Ken Gelder: 6 ways in which subculture can be recognised.

1. More than often have a negative relationship to work
2. Ambivalent relationship to class
3. Through their associations with territory
4. Their stylistic ties to excess
5. Through their movement out of domestic setting into non-domestic forms of belonging
6. Through their refusal to engage with what they might see as the 'banalities' of life.

Other ways of identifying a subculture may be through symbolism that is attached to clothes, music or visual aspects. Subcultural values often associated with being mainstream and 'trendy'.

Anthony Giddens – Traditionalist vs Post Traditionalist views of society

The media's representations of society can be viewed as either traditional or what is called post traditionalist. Traditional societies are ones where an individual choice is limited by its dominant traditions. Giddens states that we are living in a post traditional society where we are less concerned with patterns set by previous generations that our choices are only limited by what the public opinion allows.

Bell Hooks - Interconnectivity of race, class and gender

Bell (pen name Gloria Jean Watkins) focused upon the perpetuation of the system in terms of domination and oppression within the media and how it influences attention to the devaluation of black women. There is an apparent lack or otherness and how women and ethnic minorities tend to be represented as the 'other'. Their 'primary purpose' is simply to be outside of the norm (a CIS white male hero). Therefore, they are known more by the context of lack than by a complicated identity. This particular theory can in term be linked and associated to ideas of monstrous feminine (femme fatal) found within feminist analysis of literature and art.

Feminist Theory

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Feminism is the belief that all women should have equal rights to males. The feminist movement therefore fights for equal opportunities and rights for women.

Notes on radical, Marxist, post-modernist feminism and the dual system theory

The Male Gaze Theory by Laura Mulvey

The theory of the Male Gaze was developed by the feminist, Laura Mulvey. She describes how the consumer of media products, is placed into a perspective of heterosexual males. Mulvey believes that women should be able enjoy the attracting of the gaze, and place themselves in positions to be looked at. She states that in film women are generally viewed as objects, rather than indiviuals, because of the camera work is created from assumptions that the majority of viewers are heterosexual males and therefore is the default target audience for most film genres seen in Hollywood.

John Berger

"Men look, women appear."

John Berger suggested that women are solely used for objectification within all platforms of media.

The Female Gaze?

In contrast to Mulvey's theory, Kaplan and Sliverman (1980) argued that the gaze could also be adopted by both male and female subjects: the male is not always the one in control nor is the female always the passive object. Teresa de Lauretis (1984) stated that the female consumer does not simply adopt a male position but is typically involved in a double-identification' with both the passive and active subject positions.

Narrative Theory of Equilibrium: Theory by Todorov

Narrative Theory of Equilibrium from alltimejas

Todorov's narrative theory simply states that most narratives will follow the same or a similar pattern through these five stages.

1. Equilibrium - This is the first part of the story will showcase a normal start, where characters are content with their lives and everything is as it should be.

2. A Disruption - This is where the problem occurs, something that disrupts the happiness.

3. Realisation - The part of the plot where characters realises that there is a problem and chaos ensues.

4. Restored Order - Characters (mainly the protagonist) attempts to fix and repair the damage that has occurred.

5. Equilibrium Once Again - This is the end of the plot where the problem is resolved and a similar but not at all identical equilibrium is restored.

The Simpsons Movie is an example that follows this narrative structure beginning to end. From the beginning where Homer and his family and shown going through their day-to-day life, to when Homer saves Springfield from devastating destruction, restoring equilibrium.

Stereotype Theory

Richard Dyer (1979) believed that stereotypes are always about power - that those with the most power choose to stereotype those with less power. Hence why he argued that there were more stand out stereotypes for gay men, non-white racial groups, working classes and women in society.

Medurst (1995) did suggest that stereotypes are seen as a type of 'media short-hand' which produces an easy point of contact when the product needs to communicate easily to their audience. Certain genres and mediums are more prone to the use of stereotypes, for instance, 'dumb blondes' are more likely to be shown in horror films (and then later killed off).

'Dumb blonde' Karen Smith from Mean Girls

These theories relate to my media product because of the large amount of stereotypes that appear in existing films. For instance the character Karen Smith from the 2004 teen comedy film Mean Girls. She is portrayed as extremely stupid and easily influenced by other members of the group the 'Plastics' and additionally her reputation is mainly promiscuous. Examples of her rather air-headed behaviour includes that she believes she is psychic as her breasts can tell when its raining and that she thought it was okay to kiss her cousin as she believed that a first-cousin was more distant than a cousin. In order to avoid using these stereotypes I will reversing these roles in order to make a more memorable film.

Encoding and Decoding: Theory by Stuart Hall

Stuart Hall researched into the role of audience positioning within media texts and products from the different social groups. Hall produced a theory that suggest three ways that consumers read and receive a media text.

Hall was interested in how much power that the media has, which included how the media will propagate certain social values in order to create dominant ideologies. He believes that the mass media creates and defines issues the public should concern with and also what they should be interested in through audience positioning.