Essay Theorists and Contemporary examples.

GAUNTLETT- Gauntlett argues that identity is consciously constructed from the tools that the media give us. For example, women within film are now shown to be stronger and independent taking lead roles like in Wonder Woman 2017 and 'Rey' in the recent Star Wars films (2015-17) . However, they are still shown as emotional and emotionally driven as within Wonder Woman, when Steve dies she becomes very emotional and in Star Wars: The Last Jedi, 'Rey' creates an emotional connection with Kylo believing she could sway him back to the light.

GIDDENS- Giddens agues that there is a social structure which shapes our lives, such as traditions and moral codes, but it relies on individuals following these norms. Within the media there was usually this idea of having males as the 'bread winner' an the female is the nurturer. For example in the 1960s there was a Fairy Liquid advert that showed the woman at home washing up with her daughter, but in 2017 males were shown as the nurturers too. Nutella released an advert for pancake day in 2017 where the male can be seen to flipping pancakes with the children not just the mother.

BUCKINGHAM- 'Genre is not simply given by the culture, it is a constant state of change and negotiation.' He believes that due to the change within the media, identities are changing too. He believes the media show the bad side of the world which leads parents to stop their children going out. This increases children's exposure to TV and Computers increasing the level of change from the different cultures, views and opinions of which they are exposed to.  For example,

GERBNER-  'Cultivation Theory' He argues that the more we watch TV the more invisible it becomes. It changes viewers attitudes rather behaviour, this overexposure will have long term effects small, indirect but significant. There are 2 order effects: First order effects which adapt general beliefs about the world. 2nd order, changes specific attitudes and judgements. Creating 2 levels of viewers, light and heavy. Mean world syndrome. For example,

BAULDRILLARD- Hyperreality ' a condition in which "reality" s replaced with simulacra'  so simulations come along to replace the real representation. The bridge between real and simulation collapse and so the illusion is no longer there as the real object doesn't exist. For example,

Genderquake