Representation

Re-presentation

Representation

How the media text represents the real world to an audience.

Representation

Richard Dyer theorised about Stereotypes.

How are stereotypes made?

Representation

Richard Dyer

Complexity of a group is reduced to a few characteristics.

Exaggerated version of these are applied to all members of the group, as if they are an

essential element.

These characteristics are represented through media language.

Representation

Who creates stereotypes?

Representation

Dyer suggested that those with more power stereotype those with less power. (1979)

Is that still true?

Representation

Dyer

Selectivity

Values and assumptions put across that may influence and audience's perception of the

world and their behaviour.

Representation

What are the benefits of stereotypes in media texts?

Representation

Medhurst (1995)

Stereotypes are a kind of media shorthand.

Point of contact allowing quick communication with an audience.

Initial stereotypes can be developed into more complex characters – Sitcoms, Soaps

Representation

Perkins (1979) Stereotypes are always erroneous in content They are normally negative concepts They are about groups with whom we have little or no social

contact; by implication, therefore they are not held about one’s own group

They are about minority or repressed groups They are simple They are rigid and do not change They are not structurally reinforced The existence of contradictory stereotypes is evidence that

they have errors but of nothing else People either hold stereotypes of a group (believed them to

be true) or do not Because someone holds a stereotype of a group, his or her

behaviour towards a member of that group can be predicted.

Representation

Perkins (1979)

Stereotypes are not always negative.

They are invaluable to our understanding of the world.

Representation

If we interpret a media text's representation as a stereotype, are we creating the stereotype

ourselves by assuming that this representation is a stereotype?

Representation

How are these representations communicated to the audience?

Representation

Semiotics

RepresentationWhat is this?

Representation

Beer

Representation

Semiotics

Signs only make sense in a system of other signs

Representation

Semiotics

Ferdinand de Saussure

Two levels of meaning.

Denotation

Meaning by definition. Literal, obvious meaning of the sign.

Conotation

Socio-cultural, personal associations.

Related to the interpreter's age, culture, ideology.

Representation

Stereotypes

Can be created using semiotics.

Representation

Ideology

Set of beliefs of a group

Representation

Ideology

Who is the target audience?

What Ideology do they hold?

Representation

Look at your coursework.

What is the target audience for your film opening or music video?

What would their Ideology for your represented characters be?

Have you supported or challenged this?

How?