Learning Objective: To learn 4 new key theorists and their ideas on representation

Richard Dyer (1983) posed a few questions when analysing media representations in general. 1. What sense of the world is it making? 2. What does it imply? Is it typical of the world or deviant? 3. Who is it speaking to? For whom? To whom? 4. What does it represent to us and why? How do we respond to the representation?

Dyer (1977) details that if we are to be told that we are going to see a film about an alcoholic then we will know that it will be a tale either of sordid decline or of inspiring redemption. This is a particularly interesting potential use of stereotypes, in which the character is constructed, at the level of costume, performance, etc., as a stereotype but is deliberately given a narrative function that is not implicit in the stereotype, thus throwing into question the assumptions signalled by the stereotypical iconography.

Dyer (1977) summed up the importance and concept of Representation the best. He said: “How we are seen determines how we are treated, and how we treat others is based on how we see them. How we see them comes from representation.”

Tessa Perkins (1979) says stereotyping is not a simple process. She identified that some of the many ways that stereotypes are assumed to operate aren’t true.

Tessa Perkins 1. Stereotypes are not always negative, e.g: – Italians are very family orientated – Asians are good at maths – Gay men are stylish (These are still over-simplified and take no account of individuality)

Tessa Perkins 2. Stereotypes are not always about minority groups or the less powerful Upper class twit of the year Upper class = usually the most powerful social class Male/Female stereotypes = stereotyping half the population

Tessa Perkins 3. Stereotypes can be held about one’s own group e.g. teenagers/football supporters etc

Tessa Perkins 4. They are not rigid – they change over time e.g.: the poor uneducated working class stereotype – Harry Enfield – The Working Class (1930/40s)The Working Class – Royale Family (1990/2000s) Royale Family

Tessa Perkins 5. They are not always false This seems obvious, but stereotypes by their nature are based on some kind of reality and common experience. This is why people share these perceptions.

Tessa Perkins Summary: Stereotypes can: – Be positive – Be about social groups that are powerful or not in the minority – Be held about one’s own group – Change over time – Be based in truth

David Gauntlett (2002) argues that “identities are not ‘given’ but are constructed and negotiated.” Collective Identity In 2007, Gaunlett argued that “Identity is complicated. Everybody thinks they’ve got one. Artists play with the idea of identity in modern society.”

H/W – due Tuesday Watch the video.video In this video David Gauntlett explains the differences between Web 1.0 and Web 2.0. As a result of the difference he suggests that new media erodes the boundary between producer and audiences. – Briefly summarise what Web 1.0 is and what Web 2.0 is. – How has this changed how audiences respond to texts.

Baudrillard was concerned with the effect that the media was having on society as a whole, and representation was a big part of his theory. In his book Simularca and Simulation, 1981, Baudrillard argued that our media- focused society has become reliant upon representations.

Baudrillard discussed the concept of hyperreality – we inhabit a society that is no longer made up of any original thing for a sign to represent – it is the sign that is now the meaning. He argued that we live in a society of simulacra – simulations of reality that replace the real.

This means that we have lost contact with the real, and we can no longer tell the real from the artificial. This state of affairs is what Baudrillard referred to as hyperreality. The sign or representation of reality is now of more importance or has replaced what it was representing.

These simulations of reality that have replaced the reality itself were what Baudrillard referred to as simulacra.

The representation of the ‘thing’ comes to replace the reality - what we are represented with is now more important than what it is actually like. This is an example of simulacra. The copy is more important to most of us than the reality.

Were he alive today, Baudrillard would say that Facebook represents a hyperreality. Our Facebook profiles are a representation of ourselves. However, we now live in a time where to many this representation is more important than their actual personality, and their interactions on Facebook hold more meaning than their real-life interactions. To some, their Facebook profile is a replacement for their real personality - a simulacra.

Another example of hyperreality… PORN ‘Porn on the brain’ trailer

This 'Porn on the Brain' documentary is part of Channel 4's 'Campaign for Real Sex'.

Pornography was created and designed to portray real sexual interactions between real people. It is not literally simulated, however the act itself is a simulation (the presence of cameras, the intention to have sex etc. is all 'faked')

A prominent theory is that today men (in particular) have expectations of how women will look and act in a sexual manner in comparison with pornographic performers. This has been argued to lead to relationship problems due to conflicting opinions between partners about what 'real' sex is.

This is another example of simulacra. Pornography, which is a representation of real-life sexual relationships, ends up changing (and even replacing) 'real' sexual interactions between real people. A hyperreality now exists where men who have grown up with pornography now perceive this to be the reality. The representation has therefore replaced the reality.

So, Baudrillard key points: A media-heavy world means an increase in representations of reality These enter public consciousness... Which creates a hyperreality made up of representations The representation becomes more important than reality (a simulacra)

Is he right…? Youtube video Youtube Social media. Is it a fad? (from 2 mins) Social media. Is it a fad?