This document discusses several key theories related to stereotypes and representation in media: 1. Richard Dyer's theory from 1979 that stereotypes reduce groups to a few exaggerated characteristics and are used to portray social power dynamics. 2. Tessa Perkins' revised view that stereotypes are shorthand not inherently problematic, and audiences wrongly assume they apply to all group members. 3. An assignment asking students to analyze stereotypes in media like TV shows and ads based on these theories, considering how stereotypes are constructed and their potential effects on audiences.

2. Key Theory 2
Hegemony and
Marxism
As a class read through the theory sheet in the media highlighting
important sentences.

3. Key points to remember
• In the 19th Century Marx and Engles saw the Dominant Ideology of
Capitalism as a problem.
• Only the ruling class benefited – most people suffered
• Only revolution could change this.

4. Key points to remember
• Antonio Gramsci developed the theory of Hegemony.

5. Task - on your blog title a post
Hegemony and Marxism.
• Write a brief summary of the two theories.
• Under Marixism research and name the few
countries that DID have a revolution to try and
break away from Capitalism.
• Under Hedgemony research examples of the
media using hegemony in operation (think of war
coverage)
15 minutes – feedback to the class

6. Stereotype theory
• With difference comes a tendency to stereotype.
• A stereotype is a simplification we use to make
sense of a person or group.
• Four parts to a stereotype
– Appearance
– Behaviour
– Constructed to fit in to a particular medium
– Comparison with normal behaviour.

7. Stereotype theory - Dyer
– Richard Dyer - 1979
Many of the debates and critical approaches to representation
focus upon stereotypes, which, according to Dyer
(1979), involve a number of processes:
The complexity and variety of a group is reduced to few
characteristics.
An exaggerated version of these characteristics is applied to
everyone in the group as if they are an essential element of all
members of the social group
These characteristics are represented in the media through
media language.

8. – Dyer (1979) suggested that stereotypes are always about
power - those with power stereotype those with less power.
– Hence he argued there were more recognisable stereotypes of
gay men, non-white racial groups, the working class and
women in society , and alternatively it was perhaps not so easy
to point to media stereotypes of white, middle
class, heterosexual men.
– Dyer wrote about gay stereotypes nearly 30 years ago and
there is much debate about the extent to which the
representation of this group has shifted since then.
– This is an issue that would need to be explored and addressed
when undertaking a case study

9. – Stereotyping can be seen to exaggerate difference and
in doing so may increase antagonisms between groups
.
– A problem with the media’s use of stereotypes is its
selectivity , as it conveys values and assumptions that
may help construct the audience’s perception of the
world and consequently their behaviour.
– It is important to note that the media does not invent
stereotypes, but by repeatedly using them, media can
be accused of reinforcing certain values and
assumptions

10. – suggested that stereotypes can be seen as a type of media
shorthand that provides an easy point of contact when the
text needs to communicate quickly with the audience .
– Some genres and mediums are more prone to the use of
stereotypes than others, for example, stereotypes are often
seen on television in adverts and sitcoms.
– Other genres, such as soap opera, use stereotypes for less
significant characters or when introducing new characters.
– Over time, both soap opera and sitcom may develop these
initial stereotypes into more rounded and complex
characters , which challenge the audience’s first impressions
and which provide for more complex enigma narratives
Stereotype Theory – Medhurst (1995)

11. Stereotype theory – Dyer. Task
– Compose a table giving a summary of many of the
media’s stereotypical representations of teenagers. -
10 minutes
– Then discuss your answers with a partner – are there
similarities or differences?
– What does this tell you about the importance of
stereotyping in constructing images of social groups?
Feedback as a class.

12. Task - on your blog title a post
Stereotype Theory
• Copy the quotes onto your post.
• For Dryer’s theory find an example from;
– TV
– Film
Countertypes
A Challenging of traditional stereotypes from;
• TV
• Film
Hybrids
Representations which are a mixture of stereotypes and counter-types
– TV
– Film
15 minutes – feedback to the class

13. Key theory 4 – Rethinking stereotypes
• Tessa Perkins – shorthand ways of referring to
complex social relationships.
• She states that there are false assumptions
about stereotypes
• No single reading of a stereotype

14. – For example, the stereotypical image of the
Frenchman as riding a bicycle, wearing the beret and a
striped jumper has its origins in the French garlic
sellers who, in the first half of the 20th century, came
from Brittany to sell garlic and onions to housewives in
the south of England.
– It could be argued that there is some truth behind the
representation of Asian families, the Masoods and the
Alahans, in both Eastenders (BBC, 1985-) and
Coronation Street (ITV, 1960-) as running shops.
– The problem lies with these being the only
representations of Asians within soap operas.

15. Task - Revised
Stereotype theory.
• Write a brief summary of the revised theory of
Perkins.

16. Stereotyping.
• Theoretical perspective
• It can be argued that it is not the media’s use
of stereotypes that is problematic but the
audience’s assumption that this
representation can be applied to all members
of a particular group.

17. Examiners tip
• Exploring the stereotypes of a particular identity group within
different genres of media texts and across different media
platforms is a good way to undertake a case study of
representation.
• Analyse how the stereotypes are constructed with reference
to clothing, body language or mannerisms, décor of
habitat, location, accent or language, music, relationships and
lifestyle.
• In examining a stereotype, try to consider whether Dyer’s
(1979), Medhurst’s (1995) and Perkins’s (1979) arguments
have any credibility

18. Analyse
the following extracts in terms of how the stereotypes
are constructed
• Review the previous three theoretical ideas and see if
you can apply them to these texts.
• Do they have credibility? Explain your answer.
• 1. Kevin the teenager – Harry Enfield and Chums
• 2: Vicky Pollard – Little Britain
• 3:David Platt – Coronation Street
• 4: Quorn advert
• 5: Lauren – The Catherine Tate Show

19. • How do you feel about these stereotypes and
the way in which they are used?
• What effect do you think such stereotypes
have on the audience’s perceptions of
teenagers?
• Read through the following theoretical ideas
about the possible influence the media has
over its audience.
• Discuss with a partner whether these ideas
might apply to the texts you have been
discussing so far.

20. Task -Analyse how British youth are
represented in The Inbetweeners.
• Season 1 episode 2 – Can be view on Channel 4oD
• Use the theories we have looked at today, make sure you can answer:
– Who produced it?
– What/who is represented in the text?
– How is that thing represented?
– Why was this particular representation (this shot, framed from this angle, this
story phrased in these terms, etc) selected, and what might the alternatives
have been?
– What frame of reference does the audience use when understanding the
representation?
• Use the Constructionist view.
• To be completed as homework for next week