Representation theory

Notes:

Richard Dyer: Stereotyping and power
Richard Dyer's theory suggests that the complexity and variety of a group is reduced to a few key characteristics. An exaggerated version of these characteristics is then applied to everyone in the group. 

He states that those with power stereotype those with less power. 

Therefore, we have stereotypes of non-white people, poor people and women... but not so many of white, middle class men.


Medhurst: shorthand that carries value judgements
Andy Medhurst suggests stereotyping is shorthand for identification. This means we use stereotypes to tell audiences a lot in a short space of time.

However, this can carry value judgements and therefore be very negative for the representation of minority groups. Medhurst gave the example of the representation of gay men: 

"The image of the screaming queen does not just mean 'all gay men are like that', it means 'all gay men are like that and aren't they awful', which in turn means 'and they are awful because they are not like us'."

Perkins: stereotypes can be positive or partly true

Tessa Perkins suggests some stereotypes can be positive and are often true.

Specifically, she stated that stereotypes are...

• Not always negative (the French are good cooks)
• Not always about the less powerful (Politicians are corrupt)
• Can be about our own social groups (Students are lazy)
• Not always false (The Scottish wear kilts)
• Can change over time (A typical British holiday was in Blackpool; now it is Spain)

Mulvey: the male gaze

Laura Mulvey suggests that the dominant view in the media is masculine and created for the benefit of men. Women are presented for men to look at, hence the ‘male gaze’. This links to the idea of ‘sex sells’ and women being represented as sex objects.

More recently, the idea of the ‘female gaze’ has been suggested. Rosalind Gill suggests the objectified male is an example of post-feminist media culture in modern Britain. Task: write down an example for each.

Linked to Mulvey...

Berger: ‘Ways of seeing’

An additional representation theory that influenced Mulvey:

John Berger (1972) stated that: “Men act and women appear”

“Men look at women. Women watch themselves being looked at.”

Levi-Strauss: Representation and ideology

Claude Levi-Strauss suggests that representations in the media are informed by ideology: the set of beliefs and values held by the producer of the text.

Some things are included and others are left out to create a dominant or preferred representation. 

1) Why is representation an important concept in Media Studies?

representation is an important concept in media studies because it shows how a group is represented and how the media may alter the way people think about the people that are apart of those groups. 
2) How does the example of Kate Middleton show the way different meanings can be created in the media?

The photograph of Kate Middleton in the newspaper is a re-presentation of what she looks like, with people controlling and manipulating the image at various stages throughout the process.

3) Summarise the section 'The how, who and why of media representation' in 50 words.

The how, who and why of media representation: producers and media creators will always consider: 

• the expectations and needs of the target audience 

• the limitations provided by genre codes 

• the type of narrative they wish to create 

• their institutional remit.

All representations, then, are the cumulative effect of a collection of media language choices. The media creators or producers will choose what representations they want to present to the audience, some may be rejected and some may be accepted.

4) How does Stuart Hall's theory of preferred and oppositional readings fit with representation?

Stuart hall's theory of preferred and oppositional readings fit with representation because the audience may want to reject the representation shown in the media and some may want to accept it.

5) How has new technology changed the way representations are created in the media?

new technology mean that representations are spread more easily because the media can show representations through the audiences phones, computers, laptops, newspaper, tv, etc whereas before, it was limited, it would be most likely spread through just newspapers.

6) What example is provided of how national identity is represented in Britain - and how some audiences use social media to challenge this?

This representation may have helped some audience members to identify with a certain idea of national identity and our politicians seemed keen to represent themselves in relation to it, reinforcing The Sun’s messages about what it means to be British.