1. L.O – What is representation and why are we so concerned with it?

2. What is representation
The process by which the media present to us the ‘real world’
The media saturates our lives and therefore many people are concerned about how the media can be used to shape our attitudes and beliefs
The way the media interprets the world is called representation
They do this through a series of sign systems (see previous presentation)

3. How accurate are representations?
Important debates surrounding the media often include the accuracy of the representation. We must remember that the media offers us a representation of reality rather than reality itself
We must ask ourselves:
- can we trust the representation that is being made to be an accurate portrayal?
- how far have the institutional context and audience expectations determined the nature of the representation?
- in whose interests is it that the representation is made in this way?

4. Mediation
Mediation is the process by which a media text represents an idea, issue or event to us. This is a useful word as it suggests the way in which things undergo change in the process of being acted upon by the media
Consider an event that takes place and is shown on television, e.g. a sporting fixture, protest/demonstration or concert.
- In what ways is there a difference being at the live event and watching it on television?
- are there qualities that are present in the live event that cannot be experienced through watching television?
- are there some things in the televisual representation that may not be experienced by being there?

5. Stereotyping
An important result of the media needing to simplify in order to make a representation is in the production of stereotypes.
The process of simplification in order to make events and issues more digestible for the audience in this case is extended to the representation of groups of people. Rather than them being represented as individuals, sections of the media use a kind of shorthand in the way in which they represent some groups of people.
Stereotyping characterises whole groups of people by attributing qualities that may be found in only one or two individuals. These characteristics are often exaggerated, and entire racial groups or nationalities become reduced to single characteristics

6. Deconstructing Stereotypes
Deconstruct the following images using visual codes: clothing, gesture, expression and technique (way image is presented)

7. How do these images reinforce / conform to stereotypes?

8. How do these images subvert the stereotype?

9. Find an image online, print it out and stick it in on a piece of paper in your folder
Sophisticated representations are likely to both reinforce and subvert stereotypes within the same person/character/situation etc. Write down why this might be.
In detail, write about how this image reinforces/conforms to the stereotype
In detail, write about how this image subverts the stereotype

10. Young People and their representation in the media
During the latter half of the twentieth century, young people have suffered a negative representation in the media
From Elvis Presley and James Dean in the 1950s to punks and drug culture today, young people have had a much publicised negative media representation.

11. Discussion points
How are young people represented negatively in today’s media?
Can you think of any media representations of youth that are positive?
If so, where are these likely to be found?
Do you feel that these are accurate representations?
Watch the following film:
What is interesting about the way young people are represented?

12. Stereotypes can be negative and inaccurate, so why are they used in the media?
They act as a useful shortcut for media producers to reproduce and represent groups of people in the media
They allow them to condense a lot of complex information into a character who not only is easily recognised but also easy to deal with
Minor characters in films may be stereotypical, as there’s no time to develop their character

13. Representation tomorrow…
Representations of groups are not fixed for ever, as they change over time
The emergence of specific groups and subcultures is often accompanied by a challenge to existing stereotypes and a challenge to the media to produce more positive representations
It can be argued that this is linked ideologically to such things as legislation promoting equal opportunities

14. Key questions to consider when looking at representation
What kind of world is being constructed by the media text?
What you need to know:
- that the world presented is constructed
- that the reality presented by the text is constructed
- that audiences deconstruct texts according to their knowledge of the world presented to them and their own unique experience
- that characters, locations and issues are presented in different ways

15. 2. How are stereotypes used as shorthand to represent certain groups of people?
What you need to know:
- that makers of media texts use audience recognition of types to transmit messages rapidly. Most media texts including films, magazine articles and television programmes have only a short time to establish characters and as a result offer limited representations. This is especially the case with advertisements.
- audiences often feel happier when a character stays within the limits of the stereotype because they feel they ‘got it right’. They feel comfortable that they understand and can predict their behaviour and narrative function.

16. Who is in control of the text
Who is in control of the text? Whose ideas and values are expressed through the representations?
What you need to know:
- texts are constructed and manipulated by the producers of the text
- a process of mediation occurs in the construction of a media text, for example, a news report

17. How will audiences interpret / decode the representation in the text
How will audiences interpret / decode the representation in the text? At whom is the text aimed?
What you need to know:
- representation is linked to the cultural experiences of the audience. The cultural competence will be different for different audiences
- the ability to decode the representation will also be related to situation . Race / gender / age
- it is also affected by the audience relationship with the individual star / event / environment

18. What ideology / message is contained within the representation?
What you need to know:
- you need to recognise and be aware of the view being presented through the text
- particular interests / views of the world may be challenged or promoted
- texts may promote, challenge or judge the roles, gender, ethnicity or age

19. Ideology: a set / system of beliefs belonging to an individual’s or country’s values and beliefs
Feminist ideology: a system of beliefs that women should be treated equally to men in all aspects of society
Patriarchal ideology: a system of beliefs that men are superior to women

20. To sum up…
Media theorists have defined the term in various different ways: O’Sullivan et al (1995) says a stereotype is:
‘a label which involves a process of categorisation and evaluation. Although it may refer to situations or places, it is most often used in conjunction with representations of social groups.’

21. Branston and Stafford in The Media Student’s Book (Routledge 2006) suggest that mistakes are made in using the term:
‘which does not describe actual people or characters. Brad Pitt is not a stereotype. But the way his image is constructed does carry some …stereotypical assumptions about ‘masculinity’, toughness-with-tenderness’, etc.’
Their one line definition is useful:
‘Stereotypes are widely circulated ideas or assumptions about particular groups.’

22. Stereotypes are also essential tools for media producers
Stereotypes are also essential tools for media producers. They can be used as a shorthand to condense a lot of complex information and detail into a character who is easily recognised and simple to deal with – Ugly Betty is a good example. This stereotyping of characteristics makes it easier for the audience to understand the character and his or her role in the text.
James Bond has become a stereotype for what he represents – handsome, suave, sharp, witty, good with gadgets and attracted to beautiful women.

23. Branston and Stafford give stereotypes four main characteristics:
They involve both a categorising and an evaluation of the group being stereotyped.
They usually emphasise some easily grasped features of the group and suggest that these are the cause of the group’s position.
The evaluation of the group is often, though not always, a negative one.
Stereotypes often try to insist on absolute differences and boundaries where the idea of a spectrum of difference is more appropriate.

24. Representation in the opening of ‘Children of Men’ (2006)
WHERE is being represented?
How is it being represented?
Is it a positive or negative representation?
How is this created?
WHO is being represented?
Eg. Do we have a “hero”?
How do we know he is the hero?
Does he fit all of our established ideas of what a hero in a film should be?
If yes, what are these: if no, what is there in the text which makes him unsatisfactory as a hero?
How are women represented?
How is the future represented?
Can you notice any other social groups or places which are represented?
How are these representations constructed?

25. Home Learning
Write approximately words on representation in your favourite television programme, film or advert. Are the representations subverting or conforming to stereotype?
Remember to use media terminology in your answers and include all issues raised in this PowerPoint presentation
Hand In –