STEREOTYPE THEORIES

RICHARD DYER - 1979

• Dyer states that many of the critical approaches and debate surrounding

representation focus on stereotypes, which encompass a number of processes

according to Dyer himself. These are stated below:

The complexity and variety of the group is narrowed down to a few characteristics

An exaggeration occurs surrounding these certain characteristics and are then

applied to everyone associated with the group. This is as if they are essential

elements to all those people who belong to the group

These characteristics are then displayed within the media via the use of media

language

THEORETICAL PERSPECTIVE

• Dyer (1979) suggested that stereotypes are all about power, and those who have

power tend to stereotype groups that don’t

• He then said that after research he argued that there is more recognisable

stereotypes of gay men, non-white races, women and the working-class. He pointed

out it was more difficult to stereotype white, straight middle-class males

• Dyers view about gay stereotypes was noted around 25 years ago and we must now

therefore think about whether the representation of this group has shifted any.

THEORETICAL PERSPECTIVE CONTINUED…

• Medhurst (1995) also said that stereotypes can be seen as media shorthand that

allows for quick and easy points for contact when the text needs to communicate

with the audience, allowing them to recognise groups quickly

• Soap operas tend to use stereotypes to introduce new characters or for less

significant characters. Over time it is common for this initial stereotype may be

developed and lead to them becoming more complex and rounded characters. This

then challenges the audiences impressions and provides a more complex narrative

• Stereotypes are seen more in some genres than others, for example television

adverts tend to use them as it allows for quick recognition from the audience

THEORETICAL PERSPECTIVE CONTINUED…

• Perkins (1979) suggested that stereotypes aren’t always negative and that they

usually contain an air of truth. For example, some stereotypes come from historical

references, ie a Frenchman riding a bicycle wearing a striped jumper.

• It could be argued that an element of truth is shown within the representation of the

Masood family in Eastenders and the Alahan family in Coronation Street. They are

both Asian families and are depicted as shop owners. The problem behind this is the

fact that they are the only representations of Asians in soap operas and therefore

exaggerates certain characteristics and only showing the minority.

PERKINS – RE-THINKING STEREOTYPES

• There is no single way of reading a stereotype

• She states that there are a lot of false assumptions of stereotypes

• She says stereotypes are shorthand ways of referring to complex social relationships

• They are not always about minority groups or those with less power

• They are not rigid or unchanging – they can be modified

• “stereotyping is not a simple process and contains a number of assumptions that can

be challenged.”