AS Lesson 6 - 3 approaches


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AS level introduction to the three approaches (intentional, constructive and reflective)
LESSON 7 - Follow up lesson was to research how age is represented and present their chosen examples.

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AS Lesson 6 - 3 approaches

  1. 1. Reflective approach • This approach suggests that representations are a direct reflection of reality.
  2. 2. Intentional Approach • This suggests that producers deliberately shape reality through representation and suggests an audience’s understanding of the world is as a result of those representations.
  3. 3. Constructionist Approach • This is a mixture! It accepts that representations construct meaning, but that this meaning is understood through reference to reality and the audience’s own ability to analyse, accept and reject.
  4. 4. Constructionists believe: • Representation is a mixture of: – The actual thing being represented – The values/attitudes and lifestyle (VALs) of the people/institutions constructing the representation – The reaction of the individual member of the audience (and their VALs) – The context of the society in which the representation is taking place
  5. 5. Ideology • Media texts convey ideological messages: • Ideology is a system of ideas, values and beliefs promoted by dominant groups to reinforce their power (e.g: governments, state institutions, corporations).
  6. 6. Theorist - Karl Marx • Developed the concept of ideology in 1900s. • Analysed the way those in power protected their interests by representing their privileged position as being natural. • Consider how dominant ideologies are reinforced/challenged by media texts.
  7. 7. Homework • Research the following two theorists. • Provide a brief summary of their theories – what do the concepts mean? Theorist Gramsci Acland Year 1971 1995 Concepts Cultural hegemony Ideology of protection; deviant youth and reproduction of social order
  8. 8. Positive/negative representations • If representations do affect the way in which we think about particular groups, what does that suggest about the media audience?
  9. 9. Your task • In pairs, to research representation of age from any medium on the next slide. • Produce a presentation, including images/footage: saved to the ‘Mac Shared’ Area. • Make reference to semiotics (visual codes and audio codes if appropriate).
  10. 10. The choices! Ooh! • • • • • • • • • • Soaps Adverts Magazines Films News Sitcoms Cartoons Comics Reality TV TV Drama
  11. 11. Representations of age • What is the media (form and genre). • How has the representation been constructed (visual and audio codes)? • What reasons are there for the representation? • How might the representation affect audience? • Who produced the representation? • What approach do you think could apply to your chosen example?
  12. 12. Your presentations!