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.
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