Learning objectives:
To consider how stereotypes can be used to communicate a message quickly.
Key terms:
Representation-how people, places, issues and events are presented in different media texts in order to create meaning.
Digitally enhanced-this means that an image is changed on a computer. For example, a computer programme such as Adobe Photoshop can lengthen the neck of the model, get rid of any blemishes, make them thinner, straighten their nose and represent them as being more attractive to the target audience.
Stereotypes-this is where a group of people are shown repeatedly in a particular way by exaggerating certain characteristics.
Task 1:
Write the above key terms and their meanings in your orange books.
Representation is another important element of media studies and it is quite complicated.
The media is not a 'window on the world', by this we mean that it does not show the real world, it show us a version of it that has been re-presented according to the type of text.
In order to help you to analyse the representations in a range of media texts you will need to understand:
All media texts are constructed. For example, a model on the front of a magazine may be airbrushed and digitally enhanced; they would not look the same if we saw them in real life.
Technical codes and editing in audio visual texts is another way in which representations are constructed.
For example, taking a photograph of a group of teenagers using low key lighting for a film poster will make them look dangerous.
The photos below are images of the actor Rachel Weisz. The image on the right is an ad for anti-wrinkle cream that has clearly been digitally enhanced.
The ad was banned by the ASA (Advertising Standards Authority) because it was seen as being misleading to audiences.
Task 4:
To consider how stereotypes can be used to communicate a message quickly.
Key terms:
Representation-how people, places, issues and events are presented in different media texts in order to create meaning.
Digitally enhanced-this means that an image is changed on a computer. For example, a computer programme such as Adobe Photoshop can lengthen the neck of the model, get rid of any blemishes, make them thinner, straighten their nose and represent them as being more attractive to the target audience.
Stereotypes-this is where a group of people are shown repeatedly in a particular way by exaggerating certain characteristics.
Task 1:
Write the above key terms and their meanings in your orange books.
Representation is another important element of media studies and it is quite complicated.
The media is not a 'window on the world', by this we mean that it does not show the real world, it show us a version of it that has been re-presented according to the type of text.
In order to help you to analyse the representations in a range of media texts you will need to understand:
All media texts are constructed. For example, a model on the front of a magazine may be airbrushed and digitally enhanced; they would not look the same if we saw them in real life.
Technical codes and editing in audio visual texts is another way in which representations are constructed.
For example, taking a photograph of a group of teenagers using low key lighting for a film poster will make them look dangerous.
Task 2:
List how the relevant visual and technical codes that have been used in the above poster for the film Kidulthood and describe how young people been represented. (C. F. C. B. G. S / framing, lighting).
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The Advertising Standards Authority are the regulators of advertising in the UK. They deal with complaints from the public about adverts that could be misleading or harmful.
The ad was banned by the ASA (Advertising Standards Authority) because it was seen as being misleading to audiences.
Most media texts use stereotypes to give out messages quickly to an audience.
Stereotypes work by over emphasizing certain features of a person or group of people.
For example the moodiness and unreasonable behaviour shown by a teenager.
An audience will recognise certain stereotypes and expect them to behave in a certain way because the representation has been used over and over.
For example a career woman in an advert or an enthusiastic rookie cop in a police drama.
Not all stereotypes are negative.
'Irish people are friendly' is a generalization which is more positive.
Different audiences will respond to representations in different ways.
For example, young people may be unhappy with the way they are represented in some national newspapers.
Task 3:
Consider how young people are represented in the text below Anuvahood promotional poster and trailer.
Write a list of bullet points to support your argument and consider the visual and technical codes used to create the representation including sound.
Task 4:
Write a paragraph (100-150 words) about representation in your first textual investigation with consideration given to the following:
- What type of characters would an audience usually expect from the genre of your text? Describe the appearance and behaviour generally expected.
- Give some examples of characters from other texts of the same genre.
- How have the characters in your text been constructed?
- Consider age, appearance, visual and technical codes.
- Is there a positive or negative representation? Say why.
- Has the image been digitally enhanced? Say what effect this may have on the target audience.
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