Theoretical Approaches to "Kiss of the Vampire" Poster Analysis

This page explores various theoretical frameworks that can be applied to analyze the "Kiss of the Vampire" poster in the context of A level media studies. These approaches provide different lenses through which to interpret the poster's imagery, representations, and cultural significance.

Stuart Hall - Representation Theory

Stuart Hall's representation theory is particularly relevant when examining the poster's use of familiar horror genre iconography. The audience is encouraged to actively decode elements such as:

• The castle in the background
• Bats flying in the sky
• The vampire's cape
• Dripping blood

These visual cues rely on the audience's pre-existing knowledge of horror conventions to create meaning and expectations about the film.

Definition: Decoding refers to the process by which audiences interpret and make sense of media messages based on their cultural knowledge and experiences.

Van Zoonen - Feminist Approach

Liesbet van Zoonen's feminist media theory can be applied to understand how the poster both reinforces and challenges traditional gender roles:

• The female vampire represents women in non-traditional, powerful roles
• The passive female victim reinforces stereotypical representations
• The overall imagery contributes to ongoing social changes in gender perception

Highlight: The contrasting representations of women in the poster reflect the complex and evolving nature of gender roles in 1960s society.

Judith Butler - Gender Performativity

Butler's theory of gender performativity is evident in the poster's depiction of fluid gender roles:

• The male character becomes the victim
• The female vampire adopts traditionally masculine traits of aggression and dominance
• These representations challenge fixed notions of gender identity

Example: The female vampire's aggressive stance and the male's submissive posture subvert typical gender performances in horror media.

Laura Mulvey - Male Gaze Theory

Mulvey's concept of the male gaze is clearly present in the poster's composition:

• Both female characters are sexualized, even the antagonist
• The women's clothing emphasizes their bodies, particularly shoulders and chest areas
• The imagery is designed to appeal to a heterosexual male viewer

Quote: "The poster is clearly meant to be read as if from the positioning of a heterosexual male - clearly illustrated by the sexualisation of both female characters within."

David Gauntlett - Identity Theory

Gauntlett's work on media and identity can be applied to understand the poster's potential impact on viewers:

• The female vampire may serve as a role model for women struggling against male oppression
• Her character represents the desire for gender equality, even in fantastical narratives
• The poster offers a complex representation of female identity that both challenges and reinforces societal norms

Vocabulary: Role model, in this context, refers to a character or figure that embodies aspirational qualities or behaviors for a particular group.