What appears on screen, in print etc. is not by accident, but a process of decision making from within media industries.
Laura Mulvey - Male Gaze
The concept of male gaze is that its how the audience views the people presented, Mulvey believes that the character is either Male or Female. Through a males point of view they see women on the screen and sexualise them, the women featured are there to appeal to male sexuality.
Judith Butler - Social Construction
'Gender is a social construction - it is learned and reinforced by society'
The theory suggest that we as a society are manipulated and constructed depending on what kind of outlets we chose to view. So someone who decided to watch reality TV will chose their fashion and style based on what they have seen celebrities wear who inspired them. However a person who watches more action based TV programmes such as 'The Walking Dead' may chose to dress differently because they havent been constructed to want to dress and look like celebrities form other programmes.
Lacan - Psychoanalysis and 'The Mirror'
'The media is a mirror by which we form our own identity.'
This suggests that the media we are exposed to is meant to seem like a copy of society and so people think that is how the world really is. When actually you cant get an exact replica and so the products we are open to are suggesting that what we see is the same as reality.
An example of this is a TVshow called 'Gogglebox' as it doesn't fully represent anything and can be seen as the observers paradox. As soon as the cameras are turned on it's no longer a true representation of society.
David Gauntlett
'Identity is complicated, everyone's got one'
The theory suggests that the social world is no longer confident in tradition, a different approach to life is risky and needs to be worked upon to make over our own patterns of being.
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