Celebrities and stars are 'make belief' images of what people see as a celebrity.
Dyer states that 'stars are commodities that are produced by institutions' and that 'a star is a constructed image, represented across a range of media and mediums' and finally that 'stars represent and embody certain ideologies'
Bulmer & Katz - Audience Theory
uses and gratifications, the model has represented a change in thinking as researchers begin to describe the effects if the media from the point of view of the audience.
but how can the media influence you when you choose what you watch.
The model looks at the motives of the people who use the media, asking why we watch the television programmes that we do.
The model asks us how we use the media.
Broken down into different needs:
-Surveillance
-Personal identity
-Personal relationships
-Diversion
Surveillance:
People feel better having the feeling that they know what is going on in the world around them.
Personal Identity:
Personal identity needs explains how being a subject of the media allows us to confirm the identity and positioning of ourselves within society
Personal Relationships:
This section comes in two parts, relationships with the media and using the media within relationships, like if you find a common interest with people the chances are it is going to be a piece of media.
Diversion:
we use the media as a type of escapism, we distract ourselves from the problems that we are facing, for example it is going to make us feel better knowing that the people on Television are going through the same problems that we are ourselves giving us a false sense of security and feeling that we are not on our own.
Tessa Perkins - Stereotypes
Stereotypes are not as simple as suggested
Tessa Perkins identifies 5 such assumptions
-stereotypes are not always negative
-they are not always about minority groups
-they can be held about ones own group
-they are not rigid or unchanging
-they are not always false.
people assumed that stereotypes are aimed and targeted towards the less powerful, but this is not always the case one example of how is that footballers are seen to have more money then sense .
Laura Mulvey - Male Gaze
How women are represented in the media, they are portrayed as sexual objects through cinematography. Mulvey then looked at how men look at women and then looked at how women looked at themselves in relation to the male gaze theory, and then how women look at each other in the media. She also suggests that women are there to please men 'seen but not heard'
The male gaze focuses on:
-emphasis on the curves of the female body
-referring to women as objects rather than people
-the way women are displayed is how men think that they should be perceived
-female viewers will view the content through the eyes of a man
-women are often sexualised and seen as objects
describes how the audience is put into the perspective of a heterosexual male.
Music videos:
-Emphasis on curves of the female body
-show how women are objects rather than people
-displays women in a way to please men.
examples:
Calvin Harris - Blame - yes, focuses on the bum and legs and the women are seen to look like an accessory of the males
Prayer in C - yes, there are two girls kissing and the cinematography shows.
Im not the only one - yes, proved in points focuses on the woman rather than the man.
In Mulvey's male gaze theory women are seen as sexual objects, this can be seen in the music videos that we have watched as in all of them the cinematography focuses on the woman's sexual parts and the costumes are chosen to please the heterosexual male audience, this is done by having the women wear very little, or wearing something that is revealing to please the man.
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