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Media Studies Key Concepts
Representation
Other Key Concepts we need to consider are …
Representation
• Media Language how was the representation created/mediated - denotation and connotation
• Institution and audience who is doing the representation and who is it aimed at?
• Theories and ideology deconstructing the representation and making sense of it
Things we need to consider
Representation
Who is being represented?In what way and by whom?
Things we need to consider
Representation
Who is being represented?In what way and by whom?
Why is the subject being represented in this way?Is the representation fair and accurate?
Mediation
Every time we encounter a media text, we are not seeing reality, but someone's version of it.
Representation
Mediation
Every time we encounter a media text, we are not seeing reality, but someone's version of it. This may seem obvious, but it is easily forgotten when we are enjoying a text.
Representation
MediationThree things to look out for....
Representation
MediationThree things to look out for....
• SELECTION
Representation
MediationThree things to look out for....
• SELECTION• ORGANISATION
Representation
MediationThree things to look out for....
• SELECTION• ORGANISATION• EMPHASIS
Representation
SELECTION
Whatever ends up on the screen, much more will have been left out.
Representation
ORGANISATION
Elements will be organised carefully in ways that real life is not.
Representation
ORGANISATION
This organisation of the material will result in…….emphasis
Representation
EMPHASIS
The audience is pushed towards concentrating on one aspect of the text and ignoring others.
Representation
This is mediation.Reality has been changed
Representation
This is mediation.Reality has been changed
It may not always be obviousbut it is always and inevitably the case
Representation
There are three ways of looking at representation. It can be considered as..
• Reflective• Intentional• Constructionist
Representation
Reflective When we represent something we are taking its true meaning and trying to create a replica of it in the mindof our audience - like a reflection.
This is a popular view of how news works - news producers take the truth of news events and simply present it to us as accurately as possible.
Representation
IntentionalThe most important thing is the person doing the representing. They are presenting their personal view and the words or images that they use mean whatthey intend them to mean.
According to this theory, if you see a picture of an attractive person drinking a can of Coke in an advert, it will have the same meaning to you as the advertiser intended – go and buy one. Representation
ConstructionistThis is really a response to what have been seen a weakness in the other two theories. Constructionists feel that a representation can never just be the truth, or the version of the truth that someone wants you to hear, since that is ignoring your ability as an individual to make up your own mind, as well as the influences of the society that you live in.
Representation
Representation is a mixture of…
• The thing itself• The opinions of the people doing the representation• The reaction of the individual to the representation
Representation
Dominant Ideology
Representation
Dominant ideology?
The ideas and beliefs that are adopted by the majority of the population and organsiations in a society.
Representation
Dominant ideology is reinforced every time a text is presented that represents the opinions and beliefs of the majority of people.It makes us comfortable to see our beliefs backed up by the media texts we consume
Representation
Dominant ideology?
The ideas and beliefs that are adopted by the majority of the population and organsiations in a society.Family, schools, government, church, media…
Representation
Dominant ideology?These beliefs are not static but change as new ideas are encountered and people discuss and embrace them. Over the years, representations are accepted or rejected by the majority of people and the dominant ideology is gradually changed.
Representation
This process of change is called…
Negotiation
Representation
Stereotypes
Representation
Representation
What is a stereotype?
A standardised, usually oversimplified, mental picture or attitude that is held in common by members of a group.
Stereotypes are potentially highly dangerous and can upsetminorities, but stereotyping itself is impossible to avoid.
Representation
Stereotypes are potentially highly dangerous and can upsetminorities, but stereotyping itself is impossible to avoid.It is a natural function of the human mind, something that we all do to help us make sense of the world around us.
Representation
Stereotyping…
is a natural function of the human mind - something thatwe all do to help us make sense of the world around us.
Representation
The four elements of a media stereotype
• appearance• behaviour• medium specific construction• contrast with normality
Representation
Appearance & behaviourThese are what we use everyday to stereotype people and are not media specific.
Representation
Appearance & behaviourThese are what we use everyday to stereotype people and are not media specific.
Typical aspects of this stereotyping would be physical appearance clothes, voice, attitude, age, etc.
Representation
Stereotypes
Media specific elementsOur expectations as an audience for anygiven genre and it’s conventions are well known to producers.
Stereotypes
Media specific elementsOur expectations as an audience for anygiven genre and it’s conventions are well known to producers.
They will build appropriate stereotypes to suit our expectations.
Stereotypes
Comparison with normalityThis is how we judge a stereotype
Stereotypes
Comparison with normalityThis is how we judge a stereotype
BUT…
Stereotypes
Comparison with normalityThis is how we judge a stereotype
BUT…
WHAT IS NORMAL?
Stereotypes
ARE YOU NORMAL ?
Stereotypes
ARE YOU NORMAL ?
ARE YOU A STEREOTYPE ?