Liesbet Van-Zoonen
- "men and women are represented differently in media products, and these representations are constructed through media language"
- "women's bodies are used as a spectacle for an assumed heterosexual male audience"
- "the typical representation of women therefore reinforces patriarchal hegemony"
- "even in products targeting women, women are still presented as spectacle, and presented as aspirational role models"
Example from Kiss Of The Vampire
Clearly sexualised women are a stereotypical example of women's bodies being used as a spectacle
John Berger
- "men act, women appear"
Example from Kiss Of The Vampire
Facial expression of male vampire is intriguing and subversive, and pits him as the main character. His fear is clearly important to the story
Stuart Hall (representation)
- "constructed through media language, and use stereotypes to reflect the ideology of the producer"
- "stereotypes are an excellent of identifying and categorising groups, and ordering the world"
Example from Kiss Of The Vampire
The female victim is hegemonically attractive, especially by 1960s standards, and her blonde hair is is symbolic of vulnerability, submissiveness and hegemonic beauty standards
David Gauntlet
- "Identities are constructed through a number of different factors, including values, past, personality, political views, ethnicity, language, food we eat, sexuality, clothes..."
- "audiences are not passive!"
- "audiences can pick and mix elements from media products to construct their own identities"
Example from Kiss Of The Vampire
Straight women may be intrigued by the atypical representation of women in the poster, and may seek a challenging representation