Summarising Theories

Althusser - Interpellation
Interpellation is a concept in Marxist social and political theory associated with the work of the philosopher Louis Althusser, to describe the process by which ideology, embodied in major social and political institutions, constitutes the nature of individual subjects' identities through the very process of institutions and discourses. 

Barthes - Images reinforcing cultural myths
Many of Barthes monthly myth articles in the 50s had attempted to show how a photographic image could represent implied meanings and thus be used by bourgeois culture to infer ‘naturalistic truths’. But he still considered the photograph to have a unique potential for presenting a completely real representation of the world.

Barthes - Death of the author
"The Death of the Author" is a 1967 essay by the theorist Roland Barthes. Barthes's essay argues against traditional literary criticism's practice ofincorporating the intentions and biographical context of an author in an interpretation of a text, and instead argues that writing and creator are unrelated.

Mulvey - Male Gaze Theory
The theory explores the idea that an audience has to watch cinema in the perspective of a heterosexual male. Subjecting women to the status of an object and the female viewer must watch the narrative secondarily, by identification from the male.

Winship - Gender Complicity
Winship argues that adverts which endow woen with the power offer a defferent scopic regime than earlier adverts, and frequently take as their topic the politics of looking that have been problematized by feminism.