David Gauntlet // Elizabeth Van Zoonen // Bell Hooks


David Gauntlet
Audiences are not passive, and media products allow the audience to construct their own identities.
One theory that can be attributed to Gauntlet is often referred to as the 'pick and mix' theory. Audiences can pick and mix which ideologies suit them, and completely ignore the elements of the product which they do not agree with.


'Woman' Magazine - 'A Present For Your Kitchen' article
There are many different products, and a pick and mix feel about them because there are different styles of a similar product. You can choose what you agree with and omit what you don't agree with.



Elizabeth Van Zoonen
Gender is constructed through codes and conventions of media products, and the idea of what is male and what is female changed over time.
Women's bodies are used in media products as a spectacle for heterosexual male audiences, which reinforces patriarchal hegemony.

'Woman' Magazine - Alfred Hitchcock




Bell Hooks
Feminism is a struggle to end patriarchal hegemony and the domination of women.
Feminism is not a lifestyle choice: It is a political commitment.
Race, class, and gender all determine the extent to which individuals are exploited and oppressed.



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