2. Representation Theories include…
Constructionist Theory
Hegemony
Stereotypes
- Mediation
- Prototype (Implicit Personality Theory)
- CRAGS
Women Representation
- Mulvey’s Male Gaze
- Winship’s Notion of Complicity
- Gauntlett’s Empowered Female
- Butler’s Gender Performance
- Barthe’s Striptease Theory
3. Theories which I shall be applying…
Hegemony and Stereotypes (subverted)
Women Representation
- Gauntlett’s Empowered Female
- Butler’s Gender Performance
4. Hegemony
Hegemony is a Marxist idea, coined by Gramsci, which suggests that certain groups
have dominance and a better life over those lower down in the hierarchy, who are
ignorant of the fact that they are being oppressed due to ideologies repeated by
the dominant group.
An example of this is that the institutions of mass media are owned by dominant,
ruling classes, including Rupert Murdoch and Richard Branson. These institutions
are used to indoctrinate the mass market that capitalism is good for all, therefore
media industry workers are exploited just as much as other workers.
Therefore a cynical view could be that the mass media exists to serve the
ideological interests of the ruling class, keeping those like Rupert Murdoch and
Richard Branson in a dominant position, and everyday workers at the bottom.
Marx saw Capitalism as fundamentally unfair and a corrupt method of organising
society.
5. Hegemony (continued)
Due to the fact that the audience and artists involved in the Indie/Rock genre
are sophisticated, and look to the music to satisfy Maslow’s highest need of
self-actualisation, they are also aware of the existence of hegemony.
Therefore, in a binary opposition to mainstream artists who are victims of
hegemony, as they are made to feel as if they are living an incredible life
when they are simply being backed into a corner and denied autonomy, many
artists of this genre ensure that their labels allow them autonomy.
An example of this is Arctic Monkeys who turned down several major labels in
favour of the smaller label Domino who allowed them free choice.
6. Stereotypes
Stereotypes are social constructs created about everything; especially CRAGS
(class, race, age, gender, sexuality).
Stereotypes are used in a process called Mediation to produce a simulacrum
(a version of reality which becomes real to us).
The Constructionist Theory uses these social constructs along with partly the
producer’s opinion to create a representation which the audience can choose
to accept or not.
Our minds create a set of linked traits which we associate with a certain
group of people, called a PROTOTYPE – if we find a person who don’t fit or
prototypes, we warp reality in order to make them fit – this is called Implicit
Personality Theory.
7. Stereotypes (continued)
There are 4 parts of a media stereotype…
Appearance
Behaviour
Constructed in a way which fits a particular medium
A comparison with ‘normal behaviour.’
Artists and audience of the Indie/Rock genre tend to be very socially aware and
critical of these stereotypes based on myths of society, and therefore will be
more likely to subvert stereotypes, and rebel against what society expects of
them. I shall use this subversion of stereotypes as a character trait of the artists
and bands which will be featuring in my own magazine.
8. Gauntlett’s Empowered Female
The female is completely active and independent.
If they sexualise themselves, they do it for themselves and nobody else.
A form of feminism.
Reject the idea of being passive.
Women are in control, and have the freedom to openly desire others.
I shall be applying this theory to my magazine because in adhering the Indie
convention of subverting stereotypes and not sticking to society’s
expectations, the women in this genre tend to strongly value their own
judgement, and are very independent and active – something which is
demanded of anyone in this genre.
9. Butler’s Gender Performance
We are born a certain sex, but ‘gender’ is based on our characteristics and
how we perform.
For example you may be born a male but act in a feminine way – i.e. by
wearing make-up.
There is a focus on Gender Roles – as the crossing over of gender roles would
provide an example of Gender Performance.
I can use this in my own magazine as, again, the artists and audience are less
likely to adhere to society’s expectations of them and not believe in gender
roles as they are very socially aware, and therefore, for instance, the men
might have their ears pierced, or the women may wear clothing associated
with masculinity.
