2. Representation and Ideology What do these terms mean to you?

3. 2 What is Ideology? Ideology is the term given to the ideas, values and beliefs that are present in a media text. Ideology is the term given to the ideas, values and beliefs that are present in a media text.

4. 3 What ideology is evident in this media text? ideas values beliefs Think about: representation: what qualities are / are not attractive? representation: what qualities are / are not attractive? representation of sex and sexuality in media texts representation of sex and sexuality in media texts

5. 4 What ideas, values and beliefs are represented in this media text? What judgements are being made? Do you agree with the opinions being expressed here? If so, why? Can you think of how you came to have these values?

6. 5 Key Question: Do representations in the media reflect cultural climate or do they create it? Do representations in the media reflect cultural climate or do they create it?

7. 6 Homework Look through and analyse this week’s “ heat ” magazine. Look through and analyse this week’s “ heat ” magazine. Make detailed notes, with examples (use page numbers!), on the ideas, values and beliefs represented in this media text. Make detailed notes, with examples (use page numbers!), on the ideas, values and beliefs represented in this media text. Use each of the three key areas of ideology as subheadings, as this will help you structure your ideas. Use each of the three key areas of ideology as subheadings, as this will help you structure your ideas.

8. 7 Aims of this session To develop an understanding of the power of ideology and representation in influencing the target audience. To develop an understanding of the power of ideology and representation in influencing the target audience.

9. 8 ‘Effects’ …are concerned with what the media ‘do to you’, …are concerned with what the media ‘do to you’, … are about how you behave and how you think as a result of your exposure to media messages. … are about how you behave and how you think as a result of your exposure to media messages. ‘Ideology’ …is concerned with politics, from personal and family, to regional, national and global, …is about the attitudes, values and beliefs that direct the representation of individuals and groups. Effects and Ideology

10. 9 The Hypodermic Needle Effect The idea that there is a simple cause and effect relationship between media content and audience behaviour is often called the ‘effects model’ or the ‘hypodermic needle effect’. The idea that there is a simple cause and effect relationship between media content and audience behaviour is often called the ‘effects model’ or the ‘hypodermic needle effect’.

11. 10 What does this model suggest? This theory suggests that the audience can be ‘injected’ with ideas and values from the media. For example, they might blame violent films for the Jamie Bulger murders. Do you agree with this theory? Why / why not?

12. 11 What was said at the trial After the boys had been taken down from the dock, the judge made a strong statement attacking the influence of violent films on children. "It is not for me to pass judgment on their upbringing, but I suspect exposure to violent video films may in part be an explanation."

13. 12 What was said at the trial After the boys had been taken down from the dock, the judge made a strong statement attacking the influence of violent films on children. "It is not for me to pass judgment on their upbringing, but I suspect exposure to violent video films may in part be an explanation."

14. 13 What was said at the trial After the boys had been taken down from the dock, the judge made a strong statement attacking the influence of violent films on children. "It is not for me to pass judgment on their upbringing, but I suspect exposure to violent video films may, in part, be an explanation.“

15. 14 …So to what extent are audiences influenced by the ideas, values, beliefs and assumptions being communicated in the media?

16. 15 Case Study – ‘Sex and the City’ What is the underlying ideology of this programme? What is the underlying ideology of this programme? How are female / male characters represented? How are female / male characters represented? To what extent do you agree with the ideology of this media text? To what extent do you agree with the ideology of this media text?

17. 16 …So to how might the hypodermic needle effect be responsible for changing attitudes and values in society? Think back to what we read about how the media has changed since 1945. Think back to what we read about how the media has changed since 1945.  There was no television.  Four letter words and topless girls were taboo.

18. 17 Key Question: Do representations in the media reflect cultural climate or do they create it? Do representations in the media reflect cultural climate or do they create it?

19. 18 The Hypodermic Needle Effect in Film Write a paragraph, analysing the representation and ideology in the image. Write a paragraph, analysing the representation and ideology in the image. How would advocates of the hypodermic needle theory view the effect of this media product on the audience? How would advocates of the hypodermic needle theory view the effect of this media product on the audience?

20. 19 Key Points to Remember… How is the character of James Bond represented in the films? How is the character of James Bond represented in the films?  What visual clues are provided in the image?  What is your reaction to a man, dressed in a formal dinner suit, holding a gun? How might the hypodermic needle effect theory explain your reaction to James Bond, as a media icon? How might the hypodermic needle effect theory explain your reaction to James Bond, as a media icon?

21. 20 The Hypodermic Needle Effect in Film Write a paragraph, analysing the representation and ideology in the image. Write a paragraph, analysing the representation and ideology in the image. How would advocates of the hypodermic needle theory view the effect of this media product on the audience? How would advocates of the hypodermic needle theory view the effect of this media product on the audience?

22. 21 Case Study: “Pulp Fiction” To what extent do images such as these, from Quentin Tarantino’s “Pulp Fiction”, suggest that the audience has become de-sensitised to violence in film?