Keywords

Below are 10 keywords that will use throughout my independent study.

1. Archetype: This is an often repeated character type or representation which is instantly recognisable to an audience. I can use this in my independent study as Betty is portrayed as the stereotypical 'geek', so by her appearance and by the way she is dressed the audience can make a instant recognition that Betty will be the geek in the programme and assume that she will have geek like characteristics
2. Binary-opposition: Term which is associated with Levi-strauss, he argues that narratives are structured around oppositional elements in human culture e.g. good vs evil. In Ugly Betty there are a number of oppositions used, therefore using this theory will benefit me immensely.
3. Empathy: The ability to share the emotions or point of view of a group or individual. This term relates to my study as it allows the audience who watch programmes such as Ugly betty to be able to relate to her as if they are in her shoes. It also gives them a sense of escapism and reassurance.
4. Feminism: A political movement to advance the status of women by challenging values, social, constructions and socioeconomic practices which disadvantage women and favour men. I wiil be relating to a number of different feminists throughout my independent study. As well as breaking the stereotypical representation of women who are unattractive can't be successful, a number of media texts still objectify women.
5. Hyperdermic syringe theory: The theory argues that consumptions of media text is like the injection of a drug and that the audiences behaviour and opinions are therefore directly affected. At the start of Ugly Betty she is ignored and not taken seriously, this may inject idea's into the audience's mind who find themselve unattractive that being this way won't give you the oppurtunity to be successful. It may also benefit them because Betty breaks the stereotype and proves to be quite successful at the industry, so it may make them think that is she can do it so can we.
6. Kaplan (feminsit theorist): Representation of women are changing within the media. This finding is supported by a number of texts that i am using. In a number of programmes and films there is normally a stigma that is attached to an individual such as blondes are bimbo;s or if you havn't got the looks you can't be successful in life. But media texts such as Ugly Betty, Legally Blonde and Hollyoaks have broken the stereotype.
7. Male Gaze: This is a term that is normally associated with Laura mulvey (1975). She argued that the camera focusing on women's bodies is evidence that women are believed to be sex objects for the grattification of men. I can use this in my study as this is portarayed to be the case in the media texts that i am studying. For example even though Betty is portrayed to be unattractive, the producers of the programme have got an attractive substitute to appeal to the male audience.
8. Protogonist: The leading character or hero in a film/programme with whom the audience can identitfy with and from whose point of view the action is positioned. Often set in binary opposition against the antagonist. I will be using this term throught my independent study when i talk about the main character. Betty suarez- America Ferrera and Elle woods-
   Reese Witherspoon.
9. Status quo: Leaving things as they are. The media tend to leave representations as they are, however in media texts such as ugly betty, legally blonde and characters in Hollyoaks have broken status quo and hasn't followed it.
10. Watershed: Programmes that are aired after 9pm due to the contents of that programme. Programmes after this time tend to contain violence or sexual contents. Ugly Betty shows scenes that are inappropriate to children of a younger age. The programme makes reference to sex and even show scenes which are quite x-rated.