1. Learning Objective
To understand theories associated with the representation by the media

2. Last lesson…
We looked at mediation, and discussed what mediation is, and why it is an important thing to consider when studying media.

3. Representation Theories
Now we are going to look more in-depth at how Representations are formed, and what theorists are important in the study and understanding of representation in Media. Referring to theorists will get you higher marks in exams and essays.

4. Representation Theorists
Stuart Hall
Laura Mulvey
Richard Dyer
Tessa Perkins
Jean Baudrillard

5. Representation Theorist
Stuart Hall
His name will crop up reasonably frequently in Media Studies (it has already done so).
A Cultural Theorist and Sociologist
Prominent figure in media studies theory

6. Representation Theorists
His theories focused on Representation and the media (1997)

7. Representation Theorists
Important figure, but not the most exciting.
Key points:
Hall emphasises the importance of visual representation – the image seems to be the prevalent sign of late modern culture.
Representation is that which stands in for something else.
Representation is the way in which meaning is given to the things which are depicted in the media

8. Representation Theorists
In 'Representation and the Media', Hall described 3 main approaches to Representation:
Reflective
Intentional
Constructionist

9. Reflective approach
The reflective approach suggests that what we see and hear through the media is a reflection of real life. In other words, the representation is created from what exists in reality. This approach would have us believe that the producers are taking something's true meaning and recreating it in the mind of the audience.

10. Reflective approach
Can you think of an example of a type of media that we perceive as being reflective?

11. Reflective approach
News (programmes and papers) are usually perceived as being reflective media - they take what exists in reality and claim to then re-present it to us as accurately as possible.

12. Reflective approach
Reality TV also claims to reflect real-life, as it tends to show real people in real situations. How 'real' it is a subject of some debate, and this debate essentially boils down to the type of representation used.

13. Intentional Approach
The intentional approach to representation suggests that all representations are loaded with the intent of the producers who created it. Unlike the reflective approach the most important details are not what is shown, but who is showing it. They are presenting their own view and the words and images used mean what they want them to mean..

14. Intentional Approach
Can you think of an example of media which most clearly demonstrates an intentional approach?
If we take the intentional approach, all media content represents the intention of the producer. This would mean that the producer would have to have some intent, such as to persuade us something. Propaganda is a good example of this.

15. Constructionist Approach
The Constructionist approach is a mixture of reflective and intentional. It is seen as a response to the weaknesses in those other two approaches, as some would argue that they are too simplistic. This approach suggests that the meaning of a representation is constructed in the mind of the audience.

16. Constructionist Approach
The Constructionist approach is a mixture of reflective and intentional. It is seen as a response to the weaknesses in those other two approaches, as some would argue that they are too simplistic. This approach suggests that the meaning of a representation is constructed in the mind of the audience.

17. Constructionists believe:
Representation is a mixture of:
The actual thing being represented
The values/attitudes and lifestyle (VALs) of the people/institutions constructing the representation
The reaction of the individual member of the audience (and their VALs)
The context of the society in which the representation is taking place

18. Constructionists believe:
Constructionists would say that a representation can never be the absolute truth, nor can it only be the media producer's version of the truth. These approaches ignore the one thing that you as audiences all have in common - the ability to make up your own minds, in addition to the external influences on you that the text has no control over (society)

19. Constructionists believe:
So, the representation is CONSTRUCTED from a mixture of:
The thing itself (image, text or sound)The opinions of the people doing the representation
The reaction of the individual to the representation
The context of the society in which the representation is taking place

20. Constructionists believe:
A reflectionist would say that this is how British people really are - they have been reflected accurately
An intentionalist would say that the producers are intending to make us believe that this is how British people are, or that the producers are intending to genuinely offend British people by mocking them.

21. Constructionists believe:
A constructionist would say that this representation is constructed from the following elements:
There are British people that maybe the producers have seen or met that are like this. They formed an opinion of them based upon this and they used this as a basis for their exaggerated representation
As an individual, you can choose whether to believe that this is accurate or not, and choose whether or not you are offended by this.
You were probably influenced by the fact that you live in Britain and are (probably) British. An American might come to a different conclusion, and a Russian might come to another.

22. TASK
Write down what you think a reflectionist, an intentionalist, and a constructionist would say about the representation of events that occur in the Big Brother House.

23. Summary So, that's Stuart Hall. The key thing to remember
Reflective - Reflects real life
Intentional - Intends to persuade you
Constructional - Is constructed by a combination of the producer, the audience and the society

24. Ideology Media texts convey ideological messages:
Ideology is a system of ideas, values and beliefs promoted by dominant groups to reinforce their power (e.g: governments, state institutions, corporations).

25. Theorist - Karl Marx Developed the concept of ideology in 1900s.
Analysed the way those in power protected their interests by representing their privileged position as being natural.
Consider how dominant ideologies are reinforced/challenged by media texts.

26. Homework Research the following two theorists.
Summarise their theories – what do the concepts mean? Apply these theories to contemporary media texts
Theorist
Year
Concepts
Karl Marx
1848
Marxism (1 page)
Antonio Gramsci
1971
Cultural hegemony (half a page)
Charles R
Acland
1995
Ideology of protection; deviant youth and reproduction of social order (half a page)