Theories (1)

FEMINISM

seeks to challenge the unfair and unequal distribution of wealth and power in the patriarchal society

patriarchal society is a society dominated by men, where the primary authority figures are males

so

So feminists seek to challenge the roles and perceptions of women as the media constantly reinforces the ideologies of the patriarchal The mass media plays a crucial role in socialisation in teaching us what our culture finds acceptable 

media representations reinforce gender stereotypes

femininityemotionalhome-orientatedsensitive

masculinity toughwork-orietatedproviding

these qualities are associated with power. The masculine attributes are linked with influential roles, high status and well-paid jobs. Whereas the stereotypical feminine qualities are associated with lower status and more poorly paid work

The Beauty Myth, Naomi Wolf- argued that glamourised pictures of women by the media in general are indications of a patriarchal attack on women's bodies-women's bodies and female sexuality have become commodities and this has led to many problems such as eating disorders

The male gaze theory, Laura Mulvey-women understand what it is to be an object of what Mulvey described the 'male gaze'-a partriarchal perspective-constructs reality from a male point of view-the idea is that women are encouraged to see themselves from the eyes of men 

Queer theory

offers the view that all identities are social constructions 

Judith Butler-key objective is to break the link of categorisation of 'sex' and 'gender' so that all forms of sexual identity can be accepted/celebrated

gender trouble is everywhere, gay and lesbian characters appear in fictional narratives

Marxism

Marxist theory- states that a small ruling, elite group have control. This group dominate the poorer, less powerful mass (the workforce which is the larger group

His ideas: Everyone is equal Capitalism is an evil and corrupting force The government should protect it's people, not oppress them

I

IN THE MEDIA...mainstream media contributes to persuading the labour force to accept capitalism as natural and inevitable whilst simultaneously distracting them from complaining about exploitation

in other words....the ideological role of the media is to persuade us that it is in our best interest to accept the dominance of this elite

THE MEDIA

THE MEDIA play a central role in maintaining class domination they reinforce the dominant social norms and values

Liberal Pluralism

takes a more flexible view arguing that the media is merely responding to the demands of the audienceIN OTHER WORDS...it sees the mass media as having a generally positive and beneficial role 

liberal- individual choice and freedom are seen as a crucial human rightpluralist- that democratic societies allow a range of political views and opinions and a range of political parties between which the population chooses in free elections

KEY POINTS the media are completely free to express themselves in any way they see fit the mass media help to ensure that people have a good understanding of the issues when they vote the government has the power to intervene in order to address any problems which might arise from the operation of the free market

Hegemony

we live in societies where there are power structures According to Gramsci's theory of hegemony, these systems of power cannot be maintained by force alone People have to do things, willingly and happily, in their everyday lives that keep the powerful people on top

-traditional, old fashioned representations or ideologies that are selected, constructed and mediated to audiences as common sense

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argues that the elite is able to rule because the rest of the population allow it to do so

Feminism

Queer theory

Marxism

Liberal Pluralism

Hegemony