Representation

Representation 

DEFINITION: How the media portrays events, issues and social groups.
Controlled by the power of industry leaders.                                               

Class

Age

Gender

Ethnicity

Disability

STUART HALL
Keyword: POWER
Audience are active and respond to media
Gossip mags, Music Videos, Adverts -----> Ideology lurk beneath them.
1. Dominant reading - agree
2. Negotiated reading - partially agree
3. Rejected reading - disagree

CASE STUDY
Avengers : Ideology showing that all women can be powerful and strong - shown through a diverse  group of women. Shows the inclusivity of Marvel as a brand. Promoting feminism.                                REJECTED - Tokenistic representation as main characters are all male.                                     
                         Inequality with male characters                                                                                          
NEGOTIATED - Good representation, feels forced.                                                                                 

HYPER REALITY
" An inability of consciousness to distinguish reality from a simulation of reality (especially in technologically advanced postmodern societies"
  • AI
  • Deepfakes
  • Adverts
  • Social media  
STUART HALL: REPRESENTATION
  • Producers use power to 'fix' a preferred meaning in a text
  • Meaning is constructed by what is present, absent and different.
  • Challenging stereotypes can be clunky and not always be the best solution to the issue.
  • It is better to deconstruct the stereotype rather than to fix it.
CONCEPT OF THE OTHER

The media create a 'norm' where they encourage the audience 'us' to portray people outside the norm 'they' as less important.
e.g. US being British and THEM being Immigrants.
  • known as binary opposites.
VAN ZOONEN
  • Patriarchal society, dominated by men
  • Women objectified, seen as accessories to men.
  • Gender is performative, what you do rather than what you are.
  • Women's bodies are seen as their most powerful and only tool.

Comments

Post a Comment

Popular posts from this blog

Audience

  AUDIENCE How media forms target, reach and address audiences. How audiences interpret and respond to them. How audiences become producers. TARGET AUDIENCES : The intended audience/readership of a piece of media. Age, sex, occupation and education should be considered. OCCUPATION GROUPS   A : Lawyers, doctors, scientists; well paid professionals B : Teachers, middle management; fairly well paid professionals C1 : Junior management, bank clerks, nurses; 'white collar professionals' C2 : Electrician, plumbers, carpenters; blue collar professionals D : Manual workers; drivers and postal workers E : Students, unemployed, pensioners OR PSYCOMETRIC AUDIENCE PROFILE : Values, lifestyle and attitudes considered. ASPIRER Seek status EXPLORER Seek discovery MAINSTREMER Seek security REFORMER Seek enlightenment RESIGNED Seek survival STRUGGLER Seek escape SUCCEEDER Seek control Psychometric data fits a wider range of people and is less outdated/stereotyped.  
Read more