1. Revision– media messages
Representation of gender:
Male = strong,dominant,breadwinner,smart,DIYhandy,angry,sportsman,businessman,father
Female =weak,inferior,homemaker,lessknowledgeable,caring,kind,sweet,mother
Representation of race– Alvarado’stheory:
Race = exotic,humorous, dangerous,pitied
Black = musician,sportsman,sociallydysfunctional,humorous,criminal,promiscuous,physical
Newspaperfrontcover– key components:
Masthead,sans-serif,serif font,headline,mainimage, boldtext,mode of
address,standfirst,copy,mainimage,colourpalette,hierarchy,anchor,
slang,informal language,formallanguage
Media language– hownewspaperscommunicatemeanings:
Throughthe selectionof specificandsignificantnewspapercomponentsthe producers
communicate meanings.Forexamplebychoosingabold,sans-seriftypeface foratextas the
hierarchythiscreatesan ideologythatithasimportance andauthorityandwill therefore be read
and reactedto firstbythe consumers. Picturesandimagesare alsoselectedtoanchortext meanings
as theyare oftenseenasproof and theycan alsobe usedto sensationalise.
Gilroy’s post-colonialisttheory:
o Colonialization –1500s – countriesinvadingandtakingoverandrun othercountriesas the
rulers(BritishEmpire)
o They didthisfor resources(e.g.spicesinIndia) andowninglandandpeople
o Colonizersgainwealthfromusingothercountriesresources,landandpeople
o Believesethnicminoritiesare oftenshownaspowerless,weak,dehumanised,marginalised
and “other”
o Believeswhitewesternpeople are oftenshownasmore powerful,successfulandimportant.
o White westernpeople canaffordtohelppowerlesspeople inotherpoorercountriesthatwe
colonializeddue tothe factthat Britainis wealthyandtherefore powerful.
Strengths Limitations
2. Van Zoonen’stheory –fouraspects:
o In patriarchal culture,the waywomen’sbodiesare representedasobjectsisdifferenttothe
representationof male bodiesasspectacle.
o Genderis performative –ourideasof femininityandmasculinityare constructedinour
performancesof these roles.Genderis‘whatwe do’ratherthan ‘whatwe are’.
o Moreover,genderiscontextual –it’smeaningchangeswithcultural andhistorical contexts.
How race is represented using PaulGilroy’s ethnicity and post-
colonial theory:
The white manin the article clearlythinksthatthe white
westernrace ismore powerful,successful andimportantthan
the supposedpoorer,lessable andpowerlesscountriesthat
the football playerrepresents(e.g.Brazil).Thismaybe due to
whenBritainhadan empire andcolonisedmanyeastern
countries,rulingovertheirlandandresourcesandeventheir
people.The white manmaytherefore havethe ideologythat
hisrace is superiortoethnicminoritieslike the Brazilian
football playerandtherefore thinksthathe candemonstrate racist
behaviourbydehumanisinghimbymakingmonkeygesturesand
throwinglightersathim.Thisact of racial abuse isrepresentative
of historical contextwhichhasspurredracistbehaviour.
Colonialism:control of countriesandtheirresources
Consequences:prejudice,racistbehaviourandattitudes
Revealingdresscode:
choice of costume
allowsskintobe on
show,wrongly
connotingsexual
behaviour
Powerful menwhoare
role modelstomany
engagingin
sexualisationand
objectificationof
women,usingthemfor
theirownselfish
reasonsforpleasure.
Female stereotype thatwomen
shouldbe concernedabouttheir
weightandneedtobe slimto be
‘beautiful’astereotype made by
mento bestsuittheirneedsand
wants.
Dresscode and
colourpalette is
pink whichis a
stereotypical
female colour.
Womenstereotype of
shopping,maybe drawnin
by mentioningdealsand
discountsastheycan get
more for less.
