Representation

Stuart Hall: Preferred reading theory = (Old view): Representation is re-submitted information where there is only ONE set of fixed meanings as we understand representations how we have experienced them. (New view): The audience must investigate representations from within and they are open to multiple interpretations as it is a continuous active cycle of creation. "The question of power can never be bracketed out of representation".

EXAMPLE: Miley Cyrus - Wrecking Ball

Dominant reading: Miley Cyrus is hurt from her recent break up with her boyfriend and expresses her vulnerable state through her lack of clothes as she has been emotionally stripped bare.

Negotiated reading: I understand that Miley Cyrus has been left really hurt after her split with her boyfriend but there is no need for her to be naked.

Op-positional reading: Miley Cyrus is just attention seeking, she is naked because she wants to show off her body, she wants to be provocative. This is a very bad image for her as she is a very bad role model.

Laura Mulvey: The male Gaze = The term 'The male gaze' was first used by Mulvey to describe what she felt was the male point of view adopted by the camera for the benefit of an assumed male audience.

Nicki Minaj - 'I endorse these strippers'

The image above proves the objectification of women in the media as we see a half naked woman upside down, with money falling on and around her. There is literally a male audience around, staring at her body, this be little's the worth of women as money is just being thrown at this woman.

The image above can also display the empowerment of women, as we see a woman with her hands on her hips alone in the centre of the image, connoting that she is an independent woman who makes her own money as we see her in the shot with money falling.

Kelly Rowland - 'Motivation'

Proof of male objectification is provided in the image above as we see Kelly Rowland seductively gripping the males chest whilst slowly stroking it as he is wearing no top, his body is being revealed.