Target audience
• Mirror society
• Feel normal
• Inverted stereotype – we are normal
• Stereotype usually negative
• Archetype – positive – reflects change in society
• Authenticity – trustworthy
Laura Mulvey
Women objectified
Subordinate in narrative
Sexual angles
Assuming things about gender
Subverting traditional gender assumptions has become a key attribute of star image if wanted.
Goffman has categorised these messages under six rubrics.
Relative size
Feminine touch
Function ranking
Ritualization of subordination
Licensed withdrawal
Media ‘whore’
Gaze theory
How we look at image and how image looks at us
Notion of gaze
Mutual gaze
Extra diegetic – Richard Dyers Paradoxes of the star image fit with this
Inter diegetic – Richard Dyers Paradoxes of the star image fit with this
Female gaze – territorial kinship
The male gaze
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