Collective Identity

Spectatorial / Participatorial 

- Rather than a spectatorial audience, we are now a participatorial one as we can now create our own media for example there are parodies of the music video for Sia's 'Chandelleor'

- Henry Jenkins

Mediation: -

•  Focussing 

A certain area is focussed on in the media for example a live football match would still be an example of mediation as the focus would only be on the ball

• Selection / rejection 

Only certain areas are selected for example in the news they only show what they want us to see, and reject everything else. The same goes for a photograph. The photographer is only selecting certain areas to shoot rather than the whole object or person

• organisation

Footage is organised for example in a sports game to make it understandable and look as if it flows even though it may not. This is the same for tv shows such as x factor. Footage may be placed together from completely different days or venues but made to look as if it is all happening in a linear way.

Web 2.0

We can now create our own media for example parodies, where we may compare ourselves to the real media product that has been mediarized. We can also cut and edit existing media to use in our own media products.

Representation of women 

Women may be objectified in the media for example women dressed suggestively. They do not need to be there as they do not contribute to the song but to get publicity for the video.


Male gaze - Laura Mulvy

The camera positions the audience in the perspective of a male hetrosexual. The camera may pan up and down a womens' body for example in athletics.