Issues and debates linked to my C.I

representation and stereotyping

Richard Dyer's ( how we are seen determines in part how we are related)

structure of binaries presents black women as 'loose, violent' with a lack of control and they are focused on the exotic dangerous nature. They are more dominant than males and usually in the videos they have some object/ action which shows they have the men right where they want them. E.g in Rihannas ' So hard' shes stomping around with explosion in the background and her makeup and costume anchor her daredevil nature as its black and prominent.

Goffman -superiority, domination shown through body language e.g in Rihanna 'So Hard' shes holding the gun and in other shots theres high angles of her wearing a top with bullets around the neck juxtaposed with her childlike mickey mouse hat to show her innocent side.


media effects

Cultivation theory in its most basic form, then, suggests that exposure to television, over time, subtly "cultivates" viewers' perceptions of reality. This cultivation can have an impact even on light viewers of TV, because the impact on heavy viewers has an impact on our entire culture. Gerbner and Gross (1976) say "television is a medium of the socialization of most people into standardized roles and behaviors.

eg if viewers keep seeing a certain construction of a repeated concept/image they may start to believe its the dominant ideology.

densensitisation exposed to too much sexuality e.g in Rihanna's ' Te Amo' where the lyrics anchor it

post feminism

In Beyonce's 'If i were a boy' she is presented as the more dominant figure where her partner waits on her hand on foot suggesting that society is not so patriarchal. In Rihanna's 'Te Amo' she promotes lesbianism in her video giving the message that we don't need men.


gender and ethnicity
Male gaze/ self objectification/ voyeurism


four key themes in racial representations: Alvarado Et Al

- exotic

- humorous

-dangerous

-pitied


audience theories/genre theories

Uses and Gratifications- escapism /personal identification /entertainment.

psychographics- mainstreamers, reformers & aspirers

''On the triumphant Hard, she snaps: "No pain is forever: yup, you know this." It is an album that rings psychologically true, and provides a fresh insight into how and why Rihanna's fans find it easy to identify with her. '' - The Guardian

http://www.guardian.co.uk/music/musicblog/2010/aug/06/eminem-rihanna-video