Collective Identity Gender-
Gauntlett: identity consciously constructed
Male Gaze theory- Laura Mulvey: Consumer in position of heterosexual male
Jonathon Schroeder- 1998: Phycological relationship gazed is superior to object
Female Gaze- gaylyn Strudiar
David Buckingham: Identity complicated
Giddens- structuration: Changing social structure
"The average percentage of female reporters 22.6% compared to 77.4% of male"- The Gaurdian
Patriarchy- Due to the patriarchy nature of our society- woman are less likely to be the source of leading news stories (politics, business, law and religion stories)
Hegemony- Gramsci
"Media do not just offer us a transparent; window on the world but a mediated version of the world. They don't just present reality, they represent it"- David Buckingham
Scopophilia- the pleasure of looking a voyeuristic gaze
hypodermic needle theory- Passive acceptance
Gauntlett- (negotiated acceptance of the media, influenced by the media but not overwhelmed)
"Identity is now consciously constructed, and the media provides some of the tools to help us construct our identities. The media contains a huge number of messages about identity and acceptable lifestyles. At the same time
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