What is Representation?Construction in a medium of aspects of ‘reality’For example: People Places Events Objects Cultural Identities
What does Representation meanto you? Create a mind map of what representation means to you
Definitions Stereotypes Media Institutions use stereotypes because the audience will instantly understand them. Think of stereotypes as a ‘visual shortcut’. They’re repeated so often that we assume they are normal or ‘true’. Task – Think of a stereotypical representation of Scotland or O.A.P’s Archetypes This is the ‘ultimate’ stereotype. For example, the white stiletto wearing, big busted, brainless blonde bimbo Countertype A representation that challenges tradition stereotypical associations of groups, people or places
What is a Stereotype?The common understanding of a group of peopleCan you think of any examples?
TaskLook at the next two slides:Suggest stereotypical views of men and women
How have the roles of men andwomen changed?Go back to your mind map:Suggest how you think the roles of men and women have changedYou can use the examples from the handout to help
How & why do the media createrepresentations for The Sun, 1998 Headline an audience? ‘Banished Beckham’The Sun, 2001Headline ‘GloriousGolden Balls’ Representations can change over time.
Burberry used to REPRESENTED as sophisticated, classy & expensive. Nowit is REPRESENTED differently by the media.
These images RE-PRESENT AmyWinehouse in very different ways.Her official website used the imageabove. The Daily Mail used theimage on the right. Why?
Applying Representation to AdvertisementsHow is Why does he have red & whiteRooney paint on his body? What mightbeing this represent?represented? Thinkabout hisbodylanguage;what mighthe havedone? Who is the AUDIENCE This advertisement was for this advertisement and created by an ADVERTISING where might we see it? AGENCY for Nike. Why doesn’t it have ‘Nike’ on the advert?