1. Representation of LGBT
Learning Objective: to be able to apply analysis of mediation

2. Starter
Representation is the ‘hot’ issue right now because it’s a major realm of power for any system of domination. We keep coming back to the question of representation because identity is always about representation.
bell hooks
What do you understand by media representation?
Why might it be a ‘major realm of power’?
Do you feel bell hooks is right in what she says?

3. Stereotypes
These are created when knowledge is lacking or unattainable and the substitution of thoughts and opinions are implemented.
This often leads to misjudgement and unfair discrimination towards certain groups.
In media products, they have the potential to impact the mindset of audiences, often sustaining, perpetuating and creating stereotypes.
Media products portray the unspoken norms of an ideology.
Such products appeal to the widest audience – intellectually and globally.

4. Representing LGBT
Media representations of sexuality in Britain are overwhelmingly heterosexual. Gerbner (2002) argues that the media participate in the symbolic annihilation of LGBT by negatively stereotyping them, by rarely portraying them realistically, or by not portraying them at all. Craig (1992) suggests that they are often stereotyped as having amusing or negative psychological and social characteristics:
Campness – the camp persona reinforces negative views of gay sexuality by being somewhere in between male and female.
Macho – a look that exaggerates masculinity and which is regarded by heterosexual men as threatening because it subverts traditional ideas of masculinity.
Deviant – evil or as devious in television drama, as sexual predators or as people who feel tremendous guilt about their sexuality. In many cases, gay characters are completely defined by the ‘problem’ of their sexuality.
Gauntlett argues that LGBT are still under-represented in the mainstream media, but things are slowly changing for the better. Tolerance of sexual diversity is growing in society, and images of diverse sexual identities may assist in making the population generally more comfortable with these alternative sexual lifestyles.

5. Attitude
Access a selection of linked stories on Attitude’s website. How do they construct images to represent a more positive, realistic or non-stereotypical representation?
Attitude changes it’s content monthly and therefore you must make thorough revision notes using screenshots as appropriate.
Now work in groups of three or four to share your findings.

6. Attitude Adjustment
In your groups outline where you have considered technical codes, direct gaze, mode of address, costuming, design features e.g. rainbow symbol and lexis.
Does the website reflect Gauntlett’s notion of increased plurality by offering a diversity of representations with which audiences may identify? How?

7. Plenary
How far are the representations constructed in the set text of Attitude stereotypical? Explore three different pages in your response.
15 minutes

8. Homework
How far are the representations constructed in the set texts of Zoella and Attitude stereotypical? Explore three different pages in your response.
Write two more paragraphs extending your ideas to compare with Zoella.