Body Image

Match of the Day
http://www.bbc.co.uk/iplayer/episode/b03z98hk/Match_of_the_Day_2013_2014_22_03_2014/

In the subtitles, it shows professional football players. they are obviously all in good shape and not necessarily ugly. This shows you have to have a high standard of fitness to be up to their standard as they train hard and often. In the programme match of the day, broadcasted BBC 1, they use 3 main male presenters. They are fairly attractive for their age. Many TV presenters of prime time shows are attractive because people don't want to see an ugly presenter if they are the main part of the show. These 3 men are stereotypical british men who have a large interest in football, like many men. They are also previous footballers themselves.

Cultivation Theory

Main points of cultivation theory
'The more we live with TV, the more invisible it becomes (Chandler 1995)

• Was an approach developed by Professor George Gerbner
• Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a more dangerous place than it actually is
• Theorists break down the effects of cultivation into 2. First order - is a general beliefs about the our world such as , and second order - which are specific attitudes, such as hatred towards government/law, paedophiles, etc. 

Examples
Horror movies - make people think the world is dangerous, excessive amount of murderers, paedophiles.

Gender Representation Case Study Task

Female

1. Sexualised/objectified females

This is one example of how females are sexualised and objectified in the media such as advertisements.  It coinsides with Laura Mulvey's theory of "sexual objectification and the male gaze". In this particular advertisement, the female is extremely objectified as she is in a sexual position. The female on display is passive and objectified for the male gaze. The man leaning over the top of her is highly dominating, also it is empowering and makes the female vulnerable due to the fact there's a group of males surrounding her, all looking at her with sexual authority. Her facial expression shows struggle and her posture looks forced. It looks like she has been forced to be the males sexual object, purely for the males pleasure and entertainment. The voyeuristic treatment of the females body is used as an adornment of the males ago. Laura Mulvey's theory suggests that the male gaze denies women of human identity, forcing them to the status of objects to be admired for physical appearance. Mulvey argues that for women, the result of media presentation from the perspective of men and the male gaze, women find themselves taking of the male gaze sometimes. This means that women gaze at other females in the same way a man would, and end up objectifying other women. This objectification is related to the gaze. The person gazed at(the female in the Dolce and Gabbana advert show) are treated as an object whose sole value is to be enjoyed or possessed by the voyeur. This advert represents a patriarchal society as stated in Mulvey's theory.