Claim that in Reality Tv there is a move towards 'Televisual intimacy'. TV depends on the spectacle and a 'manipulative misuse' of the camera favoring the close up, shaky hand held moved, zooming in to capture the emotional moment.

Reality TV offers a higher gratification for viewers. We obtain forgiveness and absolve our own shortcoming through watching the errors of others' way of life.

Theory by Mulvey. Happens when men are able to view a text from the perspective of a woman.

Analyses role of women in advertisements. Women are often dismembered on ads( eg: only legs shown or certain body parts). The Voice-Over authority: male voices dominate ads rather than women's voice-overs. Women are physically portrayed in sexual or reclining poses with blank or inivting expressions.

Stan Cohen Theory that explains how media focus on the behaviour of a certain social group or event and sensational reporting and the repeated use of stereotypes can result in a public over-reaction to a perceived threat at society.

The media doesn't reflect and represent the reality of the public but instead produces it, employing the simulation to justify their own continuing existence.

Says that the dominant POV is male and that women are objectified for the male gaze.

3 types of reading: 1. Hegemonic or Dominant reading: Reader shares the text's code and accepts prefrerred reading. 2. Negotiated Reading: Reading mostly shares text's code and partly agrees witht he preferred reading but sometimes modifies it to fit their own interests and experiences. 3. Counter-hegemonic or oppositional reading: Reader understands the preferred reading but their social situation puts them in direct opposition to the text's code.