Representation Theories

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

Theories which I shall be applying…

Hegemony and Stereotypes (subverted) Women Representation - Gauntlett’s Empowered Female - Butler’s Gender Performance

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.

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.

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.

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.

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.

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.