Uses and gratification
Blumler and Katz’s uses and gratification theory
-Audience have an active role in choosing the media they consume and how they comsume it.
-Audiences use the media to fulfil their needs. eg. idenification, escapist.
-Links with pluralistic views

Receoption Theory
-How the audince reads a text, which can be interpreted in different views.
-Audiences can comsume a text with out realising eg in a film a product will be shown, the audience does not acknowlegde this.
-David Morley mentions the:
Dominant-is the prefered reading, audience.
Negotiated-accepts the prefered reading.
Oppositional- understands the reading but rejects it.



Effects theory
-Began at Frankfurt School.
-Hyperdermic needle model, where values and ideologies are 'injected' into an audience.
-The audiece is passive and active.
-Link between the media and behaviour of the audience consuming it, people are influenced by the media.
-Audience is manipulated by hegemonic values.

Laura Mulvey's theory

Laura Mulvey is a theorist that argues audiences look at films voyeuristically, were the charaters cant see them and usually the audience cant either. Watching the characters on screen makes them voyeurs, which can lead to objectification. The male gaze is very well known, mentioned in Mulveys book 'Visual Pleasure and Narrative Cinema'(1975), showing how and why men get pleasure from looking at women.
Mulvey also mentions that male protagonist's are not conventionally attractive, although women(actresses) have to be attractive and usually young, and still remain in supporting roles. These women are apart of the male gaze ('eye candy').


Definitions

Voyeurism: Voyeurism is a practice in which an individual derives sexual pleasure from observing other people. Such people may be engaged in sexual acts, or be nude or in underwear, or dressed in whatever other way the "voyeur" finds appealing.
Fetishism: Fetishism in psychoanalysis refers to an over-investment in a strangely ( unnaturally ) attractive object, person or practice. For Freud, this desire is driven by a significant but unconscious absence or lack, which is then displaced onto something else. As always with Freud, the lack of the phallus is significant for women, the castration complex for men. See also the marxist notion of commodity fetishism.
Objectification: Objectification refers to the way in which one person treats another person as an object and not as a human being. This is commonly used to refer to the way the mass media, in particular advertising, is perceived by some as portraying women as sex objects (although this treatment now increasingly also extends to men). Narcissistic scopophilia: is looking at other people as seeing them as surrogates for yourself. We also identify with people in movies. So there is a tension here between the sense of power we get from observing others as separate from ourselves and the pleasure we get in imagining that we are the people we are looking at.

Women in adverts

http://www.youtube.com/watch?v=YRlGQvOxDwI
This is the shake n vac advert which was shown in the late 1970s or mid 1980s. This advert featured a typical stereotype of a women (jenny Logan), who was dancing around, happy and willing to do the house work, while her husband is presumably at work. This is considered an advert which shows the traditional roles of women in a domestic role.

http://www.youtube.com/watch?v=_rMAvZXj09g
This is a Lynx advert were we assume that two people have had sex. They go walking the streets looking for their clothes which they have presumably pulled off each other. As they both walk around with barely any clothes on, the end caption reads 'because you never know when'.

http://www.youtube.com/watch?v=j8cLJ5RMG8U
Above is a link to the halifax advert, which shows women who seem very succussful, although they arent really in the light as much as the two men, they are also seen as 'sex objects'.