Lesson 1. Critical perspectives- question 1b- representation

1. REPRESENTATION

2. What is
Representation?
• A representation can be a single image, a
sequence of images or a whole
programme.
• The media do not present reality they ‘re-
present it’ – they are representing things
that have already occurred.
How does Representation
work?
• Representations invite audiences to
understand them and agree with them in

3. The Power of
Representations
Whatever representations are
used, there are ideologies,
meanings and values that are
implicit in that presentation.
Clearly this gives great power
and responsibility to media
institutions as the
representations, to some extent
can influence social attitudes to
social groups in many ways.

4. Stereotypes
Stereotypes are used to enable an
audience to instantly identify and
understand the meaning of a text.
Stereotypes are an extreme form of
representation . Certain aspects are
focussed on and exaggerated.
In texts, stereotypes are characters who
are ‘types’ rather than complex people.
Stereotypes are usually negative
representations and most have a lot of
assumptions.
Stereotyping is often evident when there
is a power imbalance between members
of society. Relations from men and
women, for example, could encourage the
development of stereotypes on both
sides. In the same way, disadvantaged
minority groups (ethnicity, disability) often
have stereotypes associated with them.

5. TASK
Did you use stereotypes in your music
videos? Why did you use them? What initial
interpretation did you intend your audience
to make? How do stereotypes aid
understanding of the narrative/genre?

6. Ideology
O’Sullivan States that underpinning most of the media,
various powerful vested interests operate to ensure that
particular representations are manifested.
Ideology then is a set of beliefs and ideas that are
presented in a media text. Dominant Ideologies those
which are accepted and understood by the majority of
people as part of our culture and expectations.

7. Andrew Godwin
Goodwin suggests lyrics make constant references to visuals on screen. Visuals
therefore should reinforce what the lyrics say.
Genre characteristics – are representations associated with particular genres?
Voyeurism (notion of looking). Critics argue that in contemporary, women especially,
are offered up for the gaze. However, we could argue that this is true of men.

8. Task
Watch these music videos – what ideologies are reinforced? How have stereotypes
been used to portray this? Consider the genre of the music when you do this and the
lyrics – are they visually represented?
https://www.youtube.com/watch?v=8xg3vE8Ie_E – Taylor Swfit “Love Story”
https://www.youtube.com/watch?v=lp-EO5I60KA - Ed Sheeran “Thinking out loud”
https://www.youtube.com/watch?v=Do5MMmEygsY – 2Pac “Ghetto Gospel”
Now watch your video – what ideologies are
embedded within your work? Is Chomsky correct?