1. Representation

2. The Media is the arena through which people receive most of their information and entertainment. Therefore, it is the primary source for how we see the world. We form opinions about cultures, groups, places, race and religions based on what the media tell us.

3. For example; most of us have some idea about what the Himalayas are, what they look like, who lives there etc. This knowledge is most likely to be gained from us reading about them, seeing pictures of them, films that feature them… Our ACTUAL knowledge may be quite limited.

4. Therefore, we can agree that the media has the power to re-present a place, person, group, religion, culture to us. They create a representation of them. For example, certain groups in society may be presented as violent. Some as weak. Some as fussy. Some as bad drivers. Some as intelligent….the list goes on.

5. Cultural Hegemony (Hegemony = leadership/dominance, usually of one social group over another) Cultural hegemony refers to information that is constantly transmitted to the public. -Information is often conveyed by those who are in power. Most often in today’s society, those who have the power are those who produce mass media. -These sources of information can then dictate what information is ‘true’ and ‘reliable’. They create a ‘hegemonic discourse’ – literally, statements that we believe to be true.

6. Examples of hegemonic values The police are always right It is important to be slim A credit card is a desirable status symbol Mass immigration is undesirable The poor are lazy and deserve their hardship Men are better drivers than women It is important to wear fashionable clothes

7. Dominant Ideology “The set of common values and beliefs shared by most people in a given society.” This set of values and beliefs is often set by those in power, and who create the cultural hegemony. They have the power to create the dominant ideology in society.

8. SO WHAT? -Well, who HAS the power? -Who feeds us information? -Is this information always ‘true’ and ‘reliable’? -Whose interests are served by those who create a dominant ideology?

9. These are all representations of muslim women.

10. Representations of New Zealand

11. In their representations, the media give information about the world that we live in, and the people who live in it with us. In doing so, they often privilege some ISSUES and IDENTITIES while devaluing others. This affects the decisions and impressions that WE then make about the world and its people.

12. Why is the Media called the Media?

13. Because they MEDIATE our view of reality. Reality Producers TextsAudiences

14. Constructions of Reality How might the following media construct rather than reflect reality? TV News programme (by selecting which stories to “run” and which to ignore). TV crime drama A lifestyle magazine

15. Representation – some definitions Representation refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts. Such representations may be in speech or writing as well as still or moving pictures.

16. Representation – some definitions Representation is the ability of texts to draw upon features of the world and present them to the viewer, not simply as reflections, but more so, as constructions (O’Shaughnessy & Stadler 2002). Hence, the images do not portray reality in an unbiased way with 100% accuracy, but rather, present ‘versions of reality’ influenced by culture and people’s habitual thoughts and actions (O’Shaughnessy & Stadler 2002).

17. Representation – some definitions In a world dominated by print and electronic media, our sense of reality is increasingly structured by narrative. Feature films and documentaries tell us stories about ourselves and the world we live in. Television speaks back to us and offers us ‘reality’ in the form of hyperbole and parody. Print journalism turns daily life into a story. Advertisements tell the stories of our fantasies and desires.

18. Representation of Social Groups We often analyse representations in the media according to categories such as: Age Disability Gender Socio-economic grouping Race Nationality sexuality

19. Ideology An ideology is a belief system that is constructed and presented by a media text. Media texts represent the world in order to support a dominant ideology. For example, newspapers often promote the dominant ideology of patriotism through their representation of race and nationality.

20. Some Dominant Ideologies Capitalism. The production of capital and consumption of surplus value as a life goal. Patriotism. To love, support and protect one’s country and its people. Marriage and family. The “right way” to live is to marry an opposite-sex partner and have children. Male superiority. Men are more suited to positions of power, and more suited to decision-making at work and at home.

21. Dominant Ideologies around the world Many dominant ideologies are extremely culture- specific. For example: Christian fundamentalism as a political force in the USA Shariah law in some Muslim countries Dominant ideologies are central to people’s belief systems. It is often difficult or impossible to challenge them effectively.

22. Antonio Gramsci Antonio Gramsci (January 22, 1891 – April 27, 1937) was an Italian political theorist. A founding member and onetime leader of the Communist Party of Italy, he was imprisoned by Mussolini's Fascist regime. He is renowned for his concept of cultural hegemony as a means of maintaining the state in a capitalist society.

23. Gramsci’s Theory of Cultural Hegemony It means that a diverse culture can be ruled or dominated by one group or class. That everyday practices and shared beliefs provide the foundation for complex systems of domination

24. Gramsci and Hegemony In "advanced" industrial societies hegemonic cultural innovations such as compulsory schooling, mass media, and popular culture have indoctrinated workers to a false consciousness.

25. Stereotypes Stereotypes are characters in a media text who are “types” rather than complex people. Stereotypes are often defined by their role, such as “bad cop” or “nice old lady”. Children’s media texts often use stereotypes so a young audience can identify quickly with the characters. Stereotypes are usually negative representations, considered to be too reductive. Many are considered offensive, such as a “drunken Irishman”, a “fanatical Muslim” or an “over-emotional woman”.

26. Extension/restriction of our experience of reality By giving audiences information, media texts extend experience of reality. Every time you see a media text, you extend your experience of life but in a second-hand way (vicarious). However, because the producers of the media text have selected and constructed the information we receive, then our experience is restricted.

27. Representation as Process

28. Analysing an Image for Representation Tone. Friendly or “edgy”? A positive or negative portrayal of the subject? Is the subject of the image the subject of the text, or merely used to accompany it? Connotation & symbolism Does the image attempt to REFLECT or CONSTRUCT reality? Is the image associated with a commodity or brand? Does the image PORTRAY a commodity or brand? Use of colour and lighting. Realistic or “ideal”? Representations of lifestyle: realistic or aspirational about: 1. Material wealth 2. body image/beauty 3. social/personal relationships Assumptions or stereotypes regarding class, race, gender, age or sexual orientation

29. “Because it’s a Jungle Out There”

30. “Sony PSP – Now in White”

31. The Sophie Dahl “Opium” Ad Expensive, aspirational accessories Exposed nipple – a broken taboo Purple velvet – connotations of royalty & luxury Idealised female form enhanced using Photoshop Sexually submissive pose