3. Related key concepts…
• Media Language
(how the representation is created/mediated,
denotation and connotation)
4. Related key concepts…
• Media Language
(how the representation is created/mediated,
denotation and connotation)
• Institution and audience
(who is doing the representation and
who it is aimed at?)
5. What we need to know?
Who is being represented?
• In what way?
• By whom?
6. What we need to know?
Why is the subject being
represented in this way?
• Is the representation fair and accurate?
• Is there an opportunity for self-representation?
7. Mediation
Every time we encounter a
media text, we are not seeing
reality, but someone's version of
it.
This may seem obvious, but it is easily forgotten
when we are enjoying a text.
26. Reflective
The representation takes the true meaning
and tries to create a replica of it in the mind
of the viewer.
This is the view that many people have of
how news works - news producers take the
truth of news events and simply present it to
us as accurately as possible.
Representation Theory
30. Constructionist
A representation can never just be the truth
(reflective) or the version of the truth that
someone wants you to hear (intentional)
since that is ignores your ability as an
individual to make up your own mind and
the influences of society on the way you do
it.
Representation Theory
39. Dominant Ideology
The way most people think and the codes
that most people live by in any given society.
This is not static but constantly changing as
new ideas and attitudes develop and
become predominant.
Representation Theory
40. Dominant Ideology
Over the years representations are gradually
accepted (or rejected) by the majority of
people and in this way the dominant
ideology is gradually changed. A process
called negotiation.
The “establishment” tends to reinforce this
ideology while others will attempt to “push
the boundaries”
Representation Theory
41. Dominant Ideology
is reinforced every time a text is
presented which represents the
opinions and beliefs of the
majority of the people
Representation Theory
44. Stereotypes
Representation Theory
A stereotype is a standardised and usually
oversimplified, mental picture or attitude
that is held in common by members of a
group.
It is a simplification used to make sense of a
real person or group (or place) which, in
reality, is much more complicated.
45. Reality is complex and
difficult to fully understand….
STEREOTYPING
Simplifies and speeds up
communication
Stereotypes
48. Stereotyping is something that we
all do in order to survive mentally
in the confusing world
around us.
Stereotypes
49. We should also be aware that
just as with the process of mediation
stereotyping involves the selection,
organisation and focusing of the
complicated reality.
Stereotypes
51. A media stereotype is constructed from…
Representation Theory
• appearance
52. A media stereotype is constructed from…
Representation Theory
• appearance
• behaviour
53. A media stereotype is constructed from…
Representation Theory
• appearance
• behaviour
• media specific factors
54. A media stereotype is constructed from…
Representation Theory
• appearance
• behaviour
• media specific factors
• comparison with the norm
55. Appearance and behaviour
These are not media specific and are
what we use everyday to judge
(and stereotype) people.
Stereotypes
56. Media specific elements
Our expectations as an audience for any
given genre and its conventions are well
known to producers.
So they will build stereotypes to satisfy us
Stereotypes
