This document discusses gender representation in television and media. It introduces concepts like the male gaze and how media portrays women based on patriarchal norms. The male gaze refers to how visual media and arts are structured from a masculine point of view and tend to objectify women. Feminist theorists like Laura Mulvey and Marjorie Ferguson analyzed how women are typically portrayed in magazines and films. The document also discusses how David Gauntlett argues that new media like Web 2.0 allow for more individualized gender identities and expressions that are less confined by traditional representations.

1. GENDER IN TV

2. • Gender: the state of being male or female
• Mediation: intervention in a dispute in order to resolve it, intervention in a
process or relationship
• Stereotype: a widely held but fixed and oversimplified image or idea of a
particular type of person or thing.
• Archetypes/archetypal: a very typical example of a certain person or thing.
• Hegemonic norms: philosophic and sociological theory that a culturally diverse
society can be dominated by one social class by manipulating the societal culture,
the hegemonic norm only benefited the ruling class.

3. LAURA MULVEY
• British feminist film theorist and is currently professor of
film and media studies at Birbeck University of London.
Before this she worked in the British Film Institute.
• Male Gaze: It refers to the way TV and other visual arts
are structured around a masculine audience with a
tendency to portray the world and women from a
masculine point of view and in terms of male attitudes.
These consists of three different gazes,
1. That of the person behind the camera
2. That of the characters within the representation or
film itself
3. The gaze of the spectator

4. • This concept was first developed in 1975 in her essay entitled
‘Visual Pleasure and Narrative Cinema’. She showed her ideas and
though on how cinema was deeply rooted in patriarchal ideologies.
Examples of this ‘gaze’ is when the camera is in the perspective pf a
heterosexual man, and may linger over the curves of a woman's
body. As well as this women are usually shown as either an erotic
objet for the characters in the film or for the spectators. Finally in
these type of films the man is always shown as the dominant figure
or emerges as such, adding to the patriarchal order.
• Mulvey also goes on to suggest that female gaze is the same as
male gaze, as women watch themselves through the eyes of men.
• Women are denied human identity, have a status of objects and
admired for their physical appearance. However they are seen as
vital to the film/TV although not having ant real importance
themselves to it.

5. MARJORIE FERGUSON
• Facial Expression Theory was developed
from Mulveys male gaze idea, which
identified four types of facial expression
in the cover of British Women's
Magazines.

6. • Chocolate Box: half or full-smile, lips together or
slightly parted, teeth barely visible, full or three-quarter
face to camera. This gives off a warm but blandly
pleasing mood, uniformity of features in ‘smooth
perfection’ is to get across individuality.
Invitational: emphasis on the eyes, mouth
shut or with slight smile, head to one side
looking back at the camera. Mood shown
is that of suggested mischief or mystery.

7. • Supersmiler: full face, wide open toothy smile,
head thrust forward, chin tilted back, usually
wind blown hair. Mood show is aggressive,
demanding ‘look at me’ approach.
• Romantic or sexual: more general classification,
usually with male and female twosomes; dreamy,
unsmiling big heads or overtly sexual. Mood
shown is either possible or definite availability.

8. DAVID GAUNTLETT
• David Gauntlett is a British Sociologists
and media theorist. He specialises in
studying contemporary media
audiences, the every making and sharing
of digital media and the role of this in
self-identity and self expression.

9. MEDIA STUDIES 2.0
• This was published online in 200 and argued that classic media studies failed
to define the categories of audience and producers unite and that new
altered teaching methods are needed. Also he states that because of Web 2.0
we as audiences can become our own producers thanks to websites such as
YouTube, allowing us to create out own identity and influences other
peoples.

10. WEB 2.0 AND GENDER IDENTITY
• Web 2.0, for example includes gender identity and shows how it has become less
constricted to previous representation. It allows us to make out own individual
identity that doesn’t necessarily follow the traditional views of gender. Web 2.0 and
its freedom makes it more acceptable to be different and accepted for who we are
and however unique and individual that is.