1. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
MS1 exam: representations
representations of men.

2. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Representations & the Media Studies Exam
As you know your media studies exam will be made up of three questions.
The first will always be a textual analysis of either an AV (audio visual) clip, or two print based media
texts.
Question two will be a stepped question with two or three parts, with each part progressing in the
marks available.
Question three will be a longer essay style question.
Two important facts about questions 2 & 3:
One of the questions will always be about Audience theory, the other will always be
about Representations.
The last part of question 2 and all of question 3 will require you to provide: ‘Your own
specific examples’
At the beginning of the year you were asked to keep a media diary to help you keep a note of all the
different media you encountered and to help you revise the theories we had studied in class by
applying it to the media you watch and read in your everyday life.
This booklet aims to help you improve and expand your media diary by researching different types
of media with a specific focus on representations of youth.
It is also a guide to help you answer the representations question as fully and theoretically as
possible.
Let’s start with the basics:
What is representation and why do we study it?
The easiest way to describe the word is to break it in two: re-presentation. If we were to present
something we would show it to the world as it actually is. By re-presenting we can infer that some it
has gone through some kind of change or filter or manipulation before it reaches us.
Because we experience people and groups through the media, whether that’s the screens in our
living rooms, colleges, bedrooms or pockets, the paper we read in the morning or the magazine we
read on the bus, we know that those groups are not being presented to us in person, but re-
presented to us through the lens of the camera and the words written by others.

3. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
The exam will expect you to know and understand various theories and ideas surrounding the
subject of representation and be able to apply these ideas to your own experience of the media.
Here are some questions we can always consider about representations in media texts, and which
we will attempt to explore in this booklet:
Key Questions:
• Who or what is being represented?
• Is it a positive or negative representation?
• How is it being established (visually, aurally, juxtaposition against mise-en-scene, use of
camera)?
• How does this representation relate to the target audience?
• Is it a stereotypical representation?
• Is it a fair and/or accurate representation?
• Are the representations conventional or subversive?
• Are there representations you expect to see which you would have expected to see which
are not in the text?
3 theories of representation
1. Reflexive approach – that what we see is a straightforward reflection of the real world
e.g. Men are heroic, as we see in the movies. All men are loving fathers, as we see in TV advertising.
2. Intentional approach – where our understanding of reality is created by representations
e.g. We believe men are heroic because of their role in movies. We believe men are loving fathers
because of how TV adverts portray them.
In media studies we tend to reject both of these ideas. Instead we consider a third approach which is
in between the two:
3. Constructionist approach – where representations create, or construct meaning, but this is
based on a material reality.
In other words any representation is a mixture of:
• The person or group being represented
• The opinions of those encoding (making) the representation – through use of symbolic,
visual, technical and written codes.
• The reaction of the target audience

4. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
• The context of the society – how the representation fits in with certain dominant ideologies
e.g. A magazine that represents men as strong, masculine and image conscious.
The person being represented: The man in this advert looks happy, healthy and casually dressed.
It is obvious from his physique that he is physically fit. His smile and crossed arms are both very
confident gestures.
The opinions of those encoding the representation: The photograph is framed as a medium
long shot which allows the audience to see the extent of the model’s physique, it is also taken from a
slightly low angle which emphasises his size even more. These factors combined with the fact that
the model stands alone create a representation that suggests that men are independent, and
confident in their abilities, furthermore, the image covers the masthead of the magazine reinforcing
man’s prominence. More telling are the coverlines which surround the model. Many of these
emphasise fitness and self improvement to reach prominence: “Your Best Body Ever!” and so on.
There are many items which imply exclusivity and fast results, others which promise a better sex life.
The magazine clearly promotes certain ideologies surrounding self improvement, inner confidence,
style over substance and heterosexuality.

5. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
The reaction of the target audience: The target audience of this magazine clearly fit within the
aspirer and succeeder categories of the 4Cs model. Young men who want their needs for
prominence, self-esteem and sex fulfilled. A preferred reading of the text would suggest that the
magazine ticks all the boxes on these fronts and the target audience would share the beliefs of the
magazine. An oppositional reading from a different audience may take the view that this magazine
promotes ideologies of vanity and self indulgence. That in promoting style over substance, the
magazine neglects to tackle anything of value or meaning and that the: ‘Get Fit Quick’ schemes show
a lack of patience or commitment. A negotiated reading of the text may be provided by some gay
men who accept the messages of self improvement and improved fitness, health and style tips –
whilst ignoring some of the more overt ideologies that the magazine is supposed to be for
heterosexuals.
The context of our society and dominant ideologies: Maintaining a healthy body has been a
dominant ideology in society for many years, as has the belief that everyone should strive to be the
best that they can. In more recent years, the capitalist society has tended to value looks and style
more and more. Looking good is seen as they key way to win a mate, and the magazine reinforces
these ideologies whole heartedly!
In a short paragraph, sum up how you would say Men’s Health represents men overall..
]
RESEARCH POINT: Find three more examples where men are represented as; confident,
healthy, masculine achievers in society.
1.
2.
3.

6. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Now your turn to analyse:
Watch the following Guinness advert and work through the four parts of the Constructionist
Approach to say how men are represented.
http://www.youtube.com/watch?v=Zf96i3zViik
1. The person/people being represented:
Hint: Analyse one or two of the men in the clip based on what they do and how they look etc.
2. The opinions of those encoding the representation:
Hint: How has the advert been filmed and edited to get their point across, what is the narrative?
3. The reaction of the target audience:
Hint: Who are the target audience and what will the preferred reading of this advert be?

7. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
4. The context of our society & dominant ideologies:
Hint: What roles do men have in society? What roles do they have traditionally? Does this add
anything to the representation of men or does it confirm things that we already believe?
Sum up in a short paragraph, how the advert represents men as a group – what
qualities does it attribute to them? Is it a positive or negative representation?
Stereotypes
Stereotypes are widely circulated ideas or assumptions about particular groups. They are often
negative and derogatory but can be sometimes be positive. They have the following characteristics:
1. They involve both a categorising and an evaluation of the group being stereotyped.
2. They usually emphasise some easily grasped feature(s) of the group, these are often based
within:
• Appearance – what they look like, wear, how they speak
• Behaviour – the things they do and say
3. Stereotypes often try to insist on absolute differences and boundaries where the reality is
that groups of people have a spectrum or variety of differences
4. Stereotypes often evaluate groups in a negative way – but this may depend on the reading of
the audience

8. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Phil Mitchell from EastEnders is supposed to represent the typical working class man – even if the
things that happen to the character are extraordinary. His character stereotypes men as fearless,
protective and family oriented but also flawed.
Appearance: His cropped yet receding hair reveal masculine traits as does his unshaven face.
He is of stocky build and is always wears clothing synonymous with masculinity – either denim
jeans and a shirt or workman’s overalls. Mitchell’s voice is deep and gruff, again emphasising his
masculinity.
Behaviour: Phil Mitchell may be described as one of the soap’s Alpha Males. He is very
protective of both his family and the businesses he has successfully built up over the years. He
will resort to any means (often criminal and violent) to secure his status in Albert Square. If
anyone crosses him, he is seen as ruthless in taking revenge however his motives are often
routed in an instinct to survive or keep his family safe. Whilst his brutish behaviour may be seen
as negative, another flawed side to the character is his alcoholism. Mitchell is addicted to alcohol
and at moments of uncertainty or defeat he often gives in to this weakness. The character
represents men as strong but fallible, this is a stereotype seen throughout the media.
RESEARCH POINT: Find three more examples where men are represented as; strong but
fallible. Look for examples in film, TV, video games, comic books, newspapers and magazines.
1.
2.
3.

9. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Now your turn to analyse:
The following sequence is from the sitcom Spaced. In it are three characters: Mike (in the army
fatigues), Tim (on the Playstation), and Brian (with the waistcoat and goatee beard).
http://www.youtube.com/watch?v=7sqSQ5Vu8vM
Choose one or two of the characters and analyse the stereotypes.
Spaced stereotypes men as…
Appearance:
Behaviour:
Can you think of other texts which represent men in similar ways?

10. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Mediation
By now you will have realised that the ‘reality’ we see on our television screens and read in
newspapers is constructed. Every time we watch or read a media text we are not seeing ‘reality’ but
someone else’s version of it. We rely upon receiving our information about a range of events from
different sources as we cannot actually be there to witness what is happening first hand.
However what we finally experience has gone through a process of mediation.
Think of mediation as like a machine. Real events and real groups of people get put in at one end and
their representation in the media is what comes out the other end. The machine puts them through
a process of:
• Selection
• Organisation/Construction
• Focus
Here’s a closer look at all three…
Selection
Whatever ends up on the screen or in print, a lot more will have been left out. Someone will have
made the decision about what will be included and what to omit. Think about how this might affect
how the audience feels about what it sees.
Organisation/Construction
The elements that go to make up the final text will have been constructed in a way that real life is
not. When we witness an accident in real life we do not see it from three different camera angles
and in slow motion, this is often the way we view an event in a hospital drama. In ‘real life’
arguments, we do not have the use of close ups to show emotion – these are regularly used in films
and on television to heighten the experience for the audience. What we see when we watch Big
Brother is a construction of the hours of filming which have been edited often to show a particular
viewpoint about a storyline or character.
Focus
Mediation encourages the audience to focus upon a particular text to push us towards making
assumptions and to draw conclusions. In a drama the camera may focus upon a particular character.
Similarly, our eyes are drawn to the headlines and coverlines in newspapers and magazines.
Follow the link and watch the American advertisement for Old Spice shower gel...
http://www.youtube.com/watch?v=cGXMtDKeCj0
...and consider how men have been mediated.

11. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Selection
The actor selected to represent men in this advert is
tall and handsome. He fulfils many of the
stereotypical features of the ‘model man’ – his
well built physique and deep voice are all
signifiers of masculinity – however his delivery
of the scripted lines in the advert are very
over the top. An audience should be able to
read that a sense of humour is implied in the
advert and that the message is being ironic
about the way men are represented. The
advert is supposed to be a joke and as such a
‘perfect specimen’ of masculinity has been chosen.
Construction/Organisation
To continue the joke of the advert – and create a representation of men that every man should
aspire to be, the advert puts the actor in a variety of settings that emphasise his prominence and
success. At one moment he is in a shower room, the next on a yacht. One minute he has two
tickets in his hand, the next diamonds, finally ending up as the proverbial knight (albeit without
shining armour) on a horse. These examples are extreme to draw attention to how ridiculous
regular representations of men are in advertising – we might see the 1989 Gillette advert as a target
for their satire.
Focus
The focus of the advert is the satirical
look at other representations of men.
Throughout the ad the actor is
addressing the women in the
audience and telling them that their
men should be like him, furthermore,
if they used Old Spice they would be
like him! The focus is to make a joke
about representations of men in
advertising, and in that way could be
seen as intertextual and even be
described as Postmodern.
It’s important to always be aware that representations are changing and old stereotypes and
‘traditional’ representations can be used in the creation of new ones. Sometimes for the sake of
humour, sometimes to reinvent or create a new representation based on old ones.

12. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Now your turn to analyse:
Watch this Nuts advert. Analyse how the representation of men has been mediated by each stage of
the process.
http://www.youtube.com/watch?v=IczICZXvkSk
Selection:
Hint: What elements of a man’s life does the advert suggest are important– what roles do men
have in life, as suggested by the advert?
Construction/Organisation:
Hint: How does the advert get its message across about what men do, and how they relate to
others in their lives?
Focus:
Hint: Sum up the key things this advert tells us about men and their lives. Is it a positive or negative
representation of men, or somewhere in between?

13. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Archetypes
These are similar to stereotypes but are not usually supposed to be derogatory or negative. Rather
than trying to create an ideology about a group of people they are used as a shortcut to help an
audience quickly understand what their role in the text is.
They are used in fictional texts such as TV, film or Video Games to represent a specific type of
character within a specific genre. Certain groups in society often fulfil certain archetypes in media
texts.
Here is a list of common archetypes of men used in film:
• The Joker
• The Strong Silent Type
• The Buffoon
• The Geek
• The Action Hero
• The Big Shot
RESEARCH POINT: Find any three examples of where men have been represented in the media
where you can briefly sum up their representation and the elements of Selection, Construction & Focus
1. Represented as…
• Selection:
• Organisation:
• Focus:
2. Represented as…
• Selection:
• Organisation:
• Focus:
3. Represented as…
• Selection:
• Organisation:
• Focus:

14. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Ideology & Queer Theory
Ideology
Whose point of view is presented through the text? This follows on from mediation and considers
the idea that those who are in positions of power use that position to communicate their opinions
and beliefs. These are usually termed as ‘opinion leaders’. They present, repeat and reiterate a
particular viewpoint that then appears to become the norm for some elements of the audience.
Some ideologies are so engrained in us that we take them for granted – they appear to be common
sense.
When we consider gender the roles we must remember that ‘Gender’ is constructed in society and
that what it means to be masculine or feminine, or the roles that men and women have in life are
based more on ‘Gender’ than they do on biology.
Try and answer the question:
RESEARCH POINT: What examples of Archetypes of men can you find in Film, Advertising &
Video Games – and what is it that makes them fit into that archetype?
Action/Crime Film
1.
2.
3.
Advert (print or AV)
1.
2.
3.
Video Game
1.
2.
3.

15. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Why do we associate blue with boys and pink with girls?
One colour can’t be more masculine than another. It’s completely invented in our society. Most
‘Gender’ differences are like this. Over time many of these ideas have been broken down, for
example the idea that; women are inferior to men or more emotional than men.
However much of the media continues to promote certain ideologies as common sense.
Watch the Dove commercial and look at the ideologies that are reinforced and those that are
challenged:
http://www.youtube.com/watch?v=3FWrZYo2wMU
Traditional Ideologies Reinforced
• Men should be providers
• Men should be tough
• Men should protect
• Men should be fathers
• Men should be heterosexual
Traditional Ideologies Challenged
• Men can be scared
• Men get things wrong
• Men should pamper themselves
• Men should be concerned with cosmetic issues
Queer Theory
This is less to do with homosexuality and more to do with challenging accepted gender stereotypes
and representations of men.
Judith Butler’s basic argument is that:
1. We accept that Gender is a construction and has little to do with the biological differences
between men and women.
2. The media perpetuates certain ideologies about men and women that reinforce these
differences.
3. Therefore, if there are alternative representations of men & women in the media that
challenge the traditional ideologies of gender – then our understanding of gender will also be
change.

16. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
As an example let’s consider the Actor, Comedian, Writer and Marathon Runner: Eddie Izzard
Izzard has been famous for years as a hugely popular comedian and actor, but most recently he has
been in the news for an incredible fundraising event for the charity Sport Relief.
To anyone unfamiliar with Eddie Izzard, this may seem to reinforce various ideologies of men
carrying out an epic feat of physical stamina. However Izzard is also well known for his unique comic
routines, unusual views on life as well as his transvestism.
Eddie Izzard is as likely to appear in the media in ‘women’s’
clothes as he is in ‘men’s’ clothes. This is not part of a stage
character like Paul O’Grady’s creation: Lilly Savage. It is not part
of a staged act like a burlesque show. Izzard is not gay or bisexual.
It is simply the case that he wears clothing that we associate with
women as well as clothing more traditionally worn by men.
This is a good example of how traditional gender roles can be
challenged through alternative representations of men.

17. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
The way the media represents men and masculinity is changing all the time – even sports stars such
as David Beckham are contributing to this change. Old ideologies can’t be taken for granted
anymore.RESEARCH POINT: Find two examples from any media where Traditional Ideologies are
reinforced and two examples where Alternative Ideologies are represented that challenge
traditional views.
1. Traditional:
Type of Media:
Ideologies promoted:
2. Traditional:
Type of Media:
Ideologies promoted:
3. Alternative:
Type of Media:
Alternative Ideologies represented:
4. Alternative:
Type of Meedia:
Alternative Ideologies represented:

18. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
And finally, the big question!
The most you will have to write about representation is if it comes up as Question 3.
Before we look at the question, let’s remind ourselves of the theories of representation we have
looked at:
• Constructionist Approach
• Stereotyping
• Mediation
• Archetypes
• Ideology
• Queer Theory
Here is what the question will look like:
Now – using the research you’ve done in this booklet and any texts that relate to this topic you
have in your media diary. Answer the question covering all of the theories we have looked at. Here
are some points of guidance to maximise your marks:
• Write at least 500 words
• Use at least 3 examples (use many more than this and you won’t be writing in enough detail
– less than this won’t allow you to provide enough variety).
• Make sure you use examples from different types of media. (Film, Magazines, Newspapers,
Video Games, Advertising, Music Videos, Internet, Video Games)
With reference to your own detailed examples, explore the ways in which men are
represented in the media today?
[30]

19. These pages can be found on the SSC Media blog  MS1  Representations  Gender: Men
Off you go!