Basic & advanced representation theorists
Lisbet Van Zoonen - women's bodies are used as a spectacle for an assumed heterosexual male audience - the typical representation of women therefore reinforces patriarchal hegemony - even in products targeting women, women are still presented as spectacle, and presented as aspirational role models Stuart Hall - representation is presented through media language and reflects the ideology of the producer. - stereotyping reduces to few characteristics, but is helpful to allow producers to easily construct audiences and audiences to decode them - stereotyping tends to occur when there are inequalities of power ('other') (ethnocentrism) - all representations are constructed through media language to enforce the produces ideology - stereotypes are an excellent way of identifying and categorising groups to make sense of the world. David Guantlet - audiences can pick and mix elements from media products to construct their own identities - identities are constructed through a numbe...