Richard Dyer - 1979 Many of the debates and critical approaches torepresentation focus upon stereotypes, which, according toDyer (1979), involve a number of processes: The complexity and variety of a group is reduced to fewcharacteristics An exaggerated version of these characteristics is applied toeveryone in the group as if they are an essential element of allmembers of the social group These characteristics are represented in the media throughmedia language
Stereotyping – theoretical perspective Stereotyping can be seen to exaggerate difference and indoing so may increase antagonisms betweengroups . A problem with the media’s use of stereotypes is itsselectivity , as it conveys values and assumptions that mayhelp construct the audience’s perception of the world andconsequently their behaviour. It is important to note that the media does not inventstereotypes, but by repeatedly using them, media can beaccused of reinforcing certain values and assumptions.
Stereotyping – theoretical perspective It can be argued that it is not the media’s use of stereotypesthat is problematic but the audience’s assumptionthat this representation can be applied to allmembers of a particular group .
Stereotyping – theoretical perspective Consider how the stereotypes are constructed withreference to… clothing body language or mannerisms décor of habitat location accent or language music Relationships lifestyle.
Stereotyping – theoretical perspective Task 2 : Analyse the following extracts in terms of how thestereotypes are constructed. Remember to detail yourresponse. Text 1 : Kevin theTeenager – Harry Enfield and Chums Text 2:Vicky Pollard – Little Britain Text 3 : Lauren –The CatherineTate Show
Text 1 : Kevin the Teenager – HarryEnfield and Chumshttp://www.youtube.com/watch?v=Lqm8JGnSshE