3. 1. Informing
2. Correlation (explains and helps us to
understand the meaning of the
information)
3. Continuity: expressing the dominant
culture, recognizing new social
development and forging common
values.
4. Entertaining
5. Mobilization (in war time, campaigns)
- This is Functionalist theory (Denis
McQuail-2000)
8. Selection
Mediation
Organizing (News/documentary
In visual media Vs. Fiction)
Mise-en-scne
Focusing
Mediation ends
up with
audience
9. OXFORD definition: To
represent something is to
describe or depict it, to
call it up in the mind by
description or
portrayal.....; to place a
likeness of it before us in
our mind.
10. But to simplify it:
Representations are a result
of a selection from different
possibilities. So both those
representing and the
representations are
Ideological.
11. Stereotypes: values,
attitudes, behavior,
background of certain
group.
Content analysis &
ideological approach
Power relations in society:
this can lead to
stereotyping.
The matter of belonging to
a social group
12. media owners can
manipulate content and
“reproduce the relations
of dominant class”(refers
to Marx‟s view on
ideology).
13. How media can manipulate
representation of social relations?
-mise-en-scene
-Editing
-Framing (camera angels
in film and TV, sounds in
radio and music, texts in
newspapers and magazines).
-The notion of “otherness” or
“others” is an issue that
media touches sometimes.
-Film industry, TV, Radio,
newspapers, Magazines
-Conflicts/tensions
14. Content analysis:
in order understand how
media can shape, create or
change the public opinion
How to we need to analyze the
content of the media.
analyze
media?
Compare the TV images
and real life.
15.
16. The hegemonic model says that the
ruling classes maintain their power
through control of ideas and culture
rather than force.
In hegemony, the ruling classes
govern by consensus: they control
the way the media represents the
world so as to influence the way
people think about the world, and
the ruling classes. This can become
a running battle between rivals.
E.g. Cyprus society
17. Pluralism says that the media is
diverse, with a wide range of
available choices for
consumers rather than the
media influencing consensus,
consensus values influence
media representations.
18. If particular
representations are
dominant, because they
are popular among the
audience, not because
powerful media
institutions are „pushing‟ a
particular ideology.
19. Media tries to please
audiences, to provide
representations that meet
audience expectations
&
This is where stereotypes
come in…
20.
21.
22.
23. References:
Class notes- Dr. Nayia Rossou
-Joseph.R.Dominik –
Mass communications -2009
-Steve Baker-Representation -2007