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BRITISH
SUBCULTURE
REPRESENTATION
LO: TO ANALYSE AND HIGHLIGHT THE
NEGATIVE REPRESENTATION OF THE MODS
AND ROCKERS SUBCULTURE
DO NOW
In your book write number 1 – 6 and write down
the best known subcultures for each time
period.
1.
2.
3.
4.
5.
6.
1. 1950’S
2. 1960’S
3. 1970’S
4. 1990’S
5. 1980’S
6. 2000’S
EXAM REFERENCE
1950s
Birth of teenage culture - following world war II, there was a baby
boom which brought about some strong youth cultures in Britain.
Young people were beginning to turn away from their parents and
create new cultural expressions. Among these cultural
phenomenon's were the 'Teddy Boys' also known as 'Ted'. They
formed gangs and became high profile rebels in the media. This
young group of delinquent young men dressed in 'Edwardian'
clothing who introduced anarchy into British society and used early
rock and roll as their battle call.
'Teddy girls' also known as 'judies' would dress up in their own
drape jackets, rolled-up jeans, flat shoes, tailored jackets with
velvet collars , straw boater hats, brooches, espadrilles and elegant
clutch bags. They would go to the cinema in groups and attend
dances and concerts with the boys, collect rock’n'roll records and
magazines. Together, they essentially cultivated the first market for
teenage leisure in Britain. Despite this the media was less
interested in Teddy girls since a young working class women's role
was still at the time focused around the house.
1960s
The mods and rockers were two conflicting British youth subcultures of the early to mid
1960s. Media coverage of mods and rockers fighting in 1964 sparked a moral panic about
British youths and the two groups became labelled as folk devils.
Mod is a youth culture of the early to mid-1960s. Focused on
fashion and music, the subculture has its roots in a small group
of London-based stylish young men in the late 1950s who were
termed modernists because they listened to modern jazz.
Significant elements of the mod subculture include fashion
(often tailor-made suits); music (including Soul, SKA , and R&B);
and motor scooters (usually Lambretta or Vespa). The original
mod scene was associated with amphetamine -fuelled all-night
dancing at clubs
Rockers, leather boys or ton-up boys are members of
a biker subculture that originated in the United Kingdom during
the 1950s. It was mainly centred around British café racer,
motorcycles and rock and roll music. The Teddy boys were
considered their "spiritual ancestors". The rockers or ton-up
boys took what was essentially a sport and turned it into a
lifestyle, dropping out of mainstream society and "rebelling at
the points where their will crossed society's". This damaged the
public image of motorcycling in the UK and led to the
politicisation of the motorcycling community
1970s
Glam rockers followers of style of rock and pop music that
developed in the UK in the early 1970s, which was performed by
singers and musicians who wore outrageous clothes, makeup and
hairstyles, particularly platform-soled boots and glitter. The
flamboyant costumes and visual styles of glam performers were
often camp or androgynous, and have been connected with new
views of gender roles.
The punk subculture which centres around punk rock music,
includes a diverse array of ideologies, fashions and forms of
expression, including visual art, dance, literature and film. The
subculture is largely characterized by anti-establishment views
and the promotion of individual freedom. Notable trends include
rebellion, individualism, anti-capitalism, anti-racism, anti-
sexism, anti-homophobia, environmentalism, vegetarianism
and animal rights.
The goth culture is most closely associated with repressed teenage
rebellion, outsider culture and a dark, alternative to punk. The two
genres came together in the late 1970s/ Thought of as a two-fingered
renunciation to sparkly-eyed, perfect preppy kids, goths favoured
eyeliner and a neo-Victorian style – all in black. Goth was never
about being at the cutting edge of cool, but will always live on with
youth as a way to say: “I don’t conform”.
1980s
New Romantics (also called blitz kids and a variety of other
names) was a pop culture movement in the UK that began as a
nightclub scene around 1979 and peaked around 1981. Developing
in London and Birmingham, at nightclubs such as Billy's and the
Blitz, and fashion boutiques such as Kahn and Bell, it spread to
other major cities in the UK and was based around flamboyant,
eccentric fashion and new wave music.
For Britain, the Swinging 80s were a tumultuous period of social
change when the young gained many levers of power away from
the over-40s. London became a creative powerhouse and its pop
and street fashion the toast of world capitals. All because a vast
dance underground had been gagging for a very sociable
revolution.
Soul boys were a working class English youth subculture of the late 1970s and early 1980s, and
fans of American soul and funk music. Although the soul boy scene was huge by the early
1980s, it was centred around American funk acts and was largely working class; therefore it
received far less media coverage than more middle class youth cultures of the same period,
notably the new romantics.
1980s also saw the emergence and occurrence of many football hooligans firms.
1990s
Lad culture is a subculture initially associated with Britpop music
of the 1990s. "The image of the 'lad' or 'new lad' arose in the early
1990s as a generally middle-class figure adopting attitudes usually
recognised to the working classes”. These attitudes included male
pastimes of drinking, watching football and sex. This culture is seen
as a reaction to a time where males saw themselves battered by
feminism. It is shown as males taking their masculinity back after
subcultures that emerged both sexes as one with men wearing lots
of makeup e.g. New Romantics.
The word "ladette" has been coined to describe young women who try to emulate laddish
behaviour; it is defined as ‘Young women who behave in a boisterously assertive or crude
manner and engage in heavy drinking sessions’.
Raves and acid parties became a way of life for many
during the 1990s. Due to this drugs became a part of
mainstream youth culture. A BBC article from 1999 stated
that ‘It was found that 70% of young people said they had
used drugs in the last year and 93% of those who had used
drugs said they were prepared to mix substances’.
2000s
During the 2000s, hoodies had gained a negative image, being
associated with trouble making teens and anti-social behaviour. It
became one of the later items associated with "chavs”, or Neds.
Due to increase in gang violence crimes, hoodies became
nationally feared and there were many protests in favour to have
hoodies banned.
Chav refers to a anti-social subculture. Chav as an informal
British derogatory meaning a young lower-class person who
displays brash and loutish behaviour and wears real or imitation
designer clothes.
Another issue is that new forms of media, such as the internet, create new forms of
misbehaviour that have high public visibility. Incidents of “happy slapping” caught on mobile
phone can be distributed around the world within minutes. Such cases bring crime “into the
living room of people who may not previously have been concerned by it. This does not,
however, mean that youth behaviour is worse than it used to be.
In 2008 an American magazine stated that ‘British youngsters drink far more than their
European counterparts, are more frequently involved in violence and are more likely to try
drugs, adding that English girls are the most sexually active in Europe.’
A BBC TV documentary suggested that "chav" culture is an evolution of previous working-
class youth subcultures associated with particular commercial clothing styles, such
as mods, skinheads, and casuals.
MODS AND
ROCKERS
https://www.youtube.com/watch?v=r61ks1
8Bd7I&t=95s
TASK
Your task will is to write an essay detailing:
• Who the mods and rockers were
• How they were represented by the media
• The impact they had on society
• A representation theory that can applied
to them with an explanation of it’s
relevance
• A conclusion of your discussion
SUCCESS CRITERIA
• Supporting evidence relevant to discussion
• Social implications highlighted
• Application of theory
• Future predictions
Subculture Representation
Subculture Representation
Subculture Representation
INTRODUCTION
What is the purpose of your
essay?
What will you discuss?
What will you reference in
your discussion?
PARAGRAPH 1
Who were the mods and
rockers?
Supporting Documents:
https://en.wikipedia.org/wiki/Mods_and_rockers
http://subcultureslist.com/mods-and-rockers/
PARAGRAPH 2
How were the mods and rockers
represented by the media?
What impact did this have on society?
Refer to a news story that highlights the way the media represented
the mods and rockers embedding the term ‘moral panic’ and
explaining how it relates to Cohen’s beliefs.
Refer to a news story that highlights the way the media represented
the mods and rockers embedding the term ‘moral panic’.
Refer to a news story that highlights the way the media
represented the mods and rockers.
UNSURE?
PARAGRAPH 2
How were the mods and rockers
represented by the media?
What impact did this have on society?
Refer to a news story that highlights the way the media represented
the mods and rockers embedding the term ‘moral panic’ and
explaining how it relates to Cohen’s beliefs.
Refer to a news story that highlights the way the media represented
the mods and rockers embedding the term ‘moral panic’.
Refer to a news story that highlights the way the media
represented the mods and rockers.
Differentiation: Refer to the film
text ‘Quadrophenia’
PARAGRAPH 3
Other than Cohen, apply a
representation theory to your
analysis of the mods and rockers.
Refer to two theories from the theories booklet and also link to the
cultivation theory.
Refer to two theories from the theories booklet
Refer to one theory from the theories booklet
APPLICATION OF
THEORY
Point
What theory can be applied?
Based on the representations within the media case study
the theory of ‘………..’ can be applied.
Evidence
What has been evidence has been demonstrated that links to
the behaviour?
The theory can be applied to the media coverage of…
Explain
How does this link to the theory?
…………….’s theory can be linked because…
APPLICATION OF
THEORY
Point
’The Selfish Giant’ (2013) follows the lives of two teenage boys, Arbor and Swifty,
growing up in a poor and run down area of Bradford, northern England. Within the story
the boys are suspended from school after a fight and finally decide to earn money
collecting and selling scrap metal to devastating consequences.
Evidence
In terms of representation the film is a rich source to refer to in discussing the negative
representation of youth because negative stereotypes are central to its narrative. Within
the opening scenes of the film audiences are presented with images of Arbor wildly out
of control due to a medical condition, acting antisocially late at night and in various
instances of conflict inside and outside of school.
Explain
These scenes alone can be seen to conform to the beliefs of Gramsci (1971) as the
lower class youth are represented negatively, manipulated in a way without any
consideration of the context of the events. As the film progresses positive acts are
shown through Arbor and Swift as the defy expectation attempting to provide for their
family though this thought is soon overshadowed. Scenes involving further conflict and
theft take precedence again negatively stereotyping youth in an exaggerated manner
that communicates quickly with audiences (Medhurst, 1995).
Subculture Representation
Subculture Representation
Subculture Representation
Giroux (1997)
Giroux theory
 Media representations youths
= ‘Empty category’
 DUE to media = ADULTS (No
teenagers)
 Means – DOES NOT reflect
reality of teenagers
Representation of youth
 Giroux views show how the youth are
mistreated within the media. Describing them
as an ‘Empty category’ explains that adults do
not really understand what it is like to be a
youth in this generation. Therefore they just
plonk their own ideas into this empty space of
what they believe the representation of youth
it.
Effects of these representations
 Media involving just adults therefore
greatly effects these representations. The
adults do not want their generation to look
bad therefore use teenagers as a scapegoat to
place the blame on.
The role of media representations in
society
By looking at this theory we are able to
see that the representation of youth is
moulded together through what adults
believe and think. Thus then would lead
to uprising of stereotypes through the
media and also cause moral panics of
youths. When all of this has just been
created through hegemony and the media
raining down their ideas onto the adults
Acland (1995)
Acland theory
 Media representations –
Delinquent youths = enhance
hegemony
 Done by ideal of ‘NORM’ adult
and youth behaviour =
Contrasts deviant youth
behaviour = Unacceptable
Representation of youth
 Media representations of young people =
allows state to control them (EG ASBOs)
 This is known as ‘Ideology of protection’ 
Idea that youths need to be CONTANTLY
watched
= Youth is the time where they learn about
social roles/values  State needs to confirm
these values
Effects of these representations
 This therefore effects the representations
as the adults see youths as all being reckless
and they have to keep enforcing that these
actions are bad. This is to enforce the
hegemony of how the should not behave
when I comes to adulthood. This means that
there will be more negative stories in the
media
The role of media representations in
society
By looking at this theory we are able to
see that adults believe that it is necessary
to show youths in such a disastrous way.
This is so they can tell youths how to act
an how not to act so they can enforce
middle class hegemony.
Hebdige (1979)
Hebdige theory
 Studies British youth subcultures
(Late 1970’s)
 Focused on the reality of youth
cultures.
 Subcultures = Youths to express
themselves and to challenge
hegemony (Mostly through style)
Representation of youth
Hebdige argues that the
representation of youths is VERY
limited  Either shown as Trouble or
fun there is no inbetween.
 Suggest media representation of
youths in NOT REALITY
Effects of these representations
 Therefore this would effect the
representation of youths dramatically. Due
to them either being shown in two different
ways of being trouble or having fun in the
media it suggest that we never get to see
the good and hard working teens of society
who just fade into the background (Being
seen by the media as boring)
The role of media representations in
society
By looking at this theory we are able to
see that the media in society tends to
ignore the good and the hard working and
focuses on the fun and the trouble. This
therefore makes adults believe that all
Youths behave in this manner.
Cohen (1972)
Cohen theory
 Studied media response to mods
and rockers riots (60’s)
 Time ‘Folk devils’ emerge in society
 Reflect anxieties at the time
= Causing a moral panic to occur
Representation of youth
 The effect of the moral panic is to
reinforce hegemony by the media making
it clear what values society do not accept.
This shows that when youths try to
express themselves in a way that adults
have not seen before they try stop it by
showing it as a negative aspect
Effects of these representations
 Therefore this would effect the
representation of youths as it shows that
they are not allowed to express themselves
within a different way that society does not
see as acceptable. Therefore this places a
more negative effect on the youths as
everything they do out of the norms of
society is seen as bad.
The role of media representations in
society
By looking at this theory we are able to
see that the media places the blame onto
the youths seeing them as an easy target.
This causes the moral panic cycle to
happen in order to stamp down hard onto
anything that youths try to do that is out
of the norms.
Gramsci
Gramsci theory
Developed concept of cultural
hegemony  Social class (Middle class)
dominate society by: Their life = Normal,
natural and common sense.
Representation of youth
Therefore other social groups/classed
ACCEPT these values and class these as a
normal way of life. This meaning that lowe
social classes will always be shown as
negative as they are unable to have the
same lifestyle as middle class people.
Effects of these representations
 This would effect representations as all
representations of youth will always be
contrasted with middle class youths. Thus
meaning that if the lower class youths are
not living up to the standard of the middle
class youths then they will always be looked
down upon within society
The role of media representations in
society
By looking at this theory we are able to
see that the media always still with the
hegemony of the higher classes as these
are seen as more acceptable. Also that
they do not take into consideration how
other people live within society
Greg Philo
Greg Philo theory
Argues that  Contemporary ‘Hoodie
cinema’ reflects middle class anxiety
about the threat of the working class
Representation of youth
 This shows that anyone under middle
class is inserted into this ‘Hoodie cinema’
which is basically summing up that in all
films that if you are not middle class then
you are a thug in a hoodie.
Effects of these representations
Therefore this would effects working class
youths as by everyone else they would be
seen as thugs and upper class people would
be more threatened of them. Also it would
be harder for them to make something of
their life if they believe that they will always
be linked with the ‘hoodie cinema’ idea.
The role of media representations in
society
By looking at this theory we are able to
tell that the media link social classes with
strong stereotypes. With the middle class
being the ideal person and anyone lower
than this being a hooligan.
Gerbner – Cultivation theory
Gerbner – Cultivation theory
Studied effect of television 
Perception of crime.
Found  Watched loads of TV =
Overestimate crime (Mean world
syndrome)
News reports/TV dramas/ films = Lots of
crime = influence perception of world
(CULTIVATION THEORY)
Representation of youth
 This shows that youth are always the
victims of being involved within crime
throughout many media platforms. This
therefore would give people the
perception that youths do all the crime
thus making them being represented
badly.
Effects of these representations
Therefore this would effect the
representation of youths by automatically
giving them a bad name no matter what
they are like. This is because of all these
programmes indoctrinating the public to
place the blame onto teens automatically
The role of media representations in
society
By looking at this theory we are able to
tell that representation is closely linked to
what we see on the television. These then
cause peoples perceptions to change on
representations depends on what has
been shown on the television.
Subculture Representation
PARAGRAPH 3
Other than Cohen, apply
representation theory to your
analysis of the mods and rockers.
Refer to two theories from the theories booklet and also link to the
cultivation theory.
Hebdidge, Acland and Gerbner
Refer to two theories from the theories booklet
Hebdidge and Acland
Refer to one theory from the theories booklet
Hebdidge
CONCLUSION
Write a conclusion having your
final say on the issues raised in
your essay
Conclude your argument emphasising if the representations offered were
positive or negative, make a brief comment on the representation of other
subcultures as time has past, highlight what you expect future representations
to be like for youth
Conclude your argument emphasising if the representations offered
were positive or negative with a brief comment on other subcultures as
time has past
Conclude your argument emphasising if the
representations offered were positive or negative

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Subculture Representation

  • 1. BRITISH SUBCULTURE REPRESENTATION LO: TO ANALYSE AND HIGHLIGHT THE NEGATIVE REPRESENTATION OF THE MODS AND ROCKERS SUBCULTURE
  • 2. DO NOW In your book write number 1 – 6 and write down the best known subcultures for each time period. 1. 2. 3. 4. 5. 6.
  • 10. 1950s Birth of teenage culture - following world war II, there was a baby boom which brought about some strong youth cultures in Britain. Young people were beginning to turn away from their parents and create new cultural expressions. Among these cultural phenomenon's were the 'Teddy Boys' also known as 'Ted'. They formed gangs and became high profile rebels in the media. This young group of delinquent young men dressed in 'Edwardian' clothing who introduced anarchy into British society and used early rock and roll as their battle call. 'Teddy girls' also known as 'judies' would dress up in their own drape jackets, rolled-up jeans, flat shoes, tailored jackets with velvet collars , straw boater hats, brooches, espadrilles and elegant clutch bags. They would go to the cinema in groups and attend dances and concerts with the boys, collect rock’n'roll records and magazines. Together, they essentially cultivated the first market for teenage leisure in Britain. Despite this the media was less interested in Teddy girls since a young working class women's role was still at the time focused around the house.
  • 11. 1960s The mods and rockers were two conflicting British youth subcultures of the early to mid 1960s. Media coverage of mods and rockers fighting in 1964 sparked a moral panic about British youths and the two groups became labelled as folk devils. Mod is a youth culture of the early to mid-1960s. Focused on fashion and music, the subculture has its roots in a small group of London-based stylish young men in the late 1950s who were termed modernists because they listened to modern jazz. Significant elements of the mod subculture include fashion (often tailor-made suits); music (including Soul, SKA , and R&B); and motor scooters (usually Lambretta or Vespa). The original mod scene was associated with amphetamine -fuelled all-night dancing at clubs Rockers, leather boys or ton-up boys are members of a biker subculture that originated in the United Kingdom during the 1950s. It was mainly centred around British café racer, motorcycles and rock and roll music. The Teddy boys were considered their "spiritual ancestors". The rockers or ton-up boys took what was essentially a sport and turned it into a lifestyle, dropping out of mainstream society and "rebelling at the points where their will crossed society's". This damaged the public image of motorcycling in the UK and led to the politicisation of the motorcycling community
  • 12. 1970s Glam rockers followers of style of rock and pop music that developed in the UK in the early 1970s, which was performed by singers and musicians who wore outrageous clothes, makeup and hairstyles, particularly platform-soled boots and glitter. The flamboyant costumes and visual styles of glam performers were often camp or androgynous, and have been connected with new views of gender roles. The punk subculture which centres around punk rock music, includes a diverse array of ideologies, fashions and forms of expression, including visual art, dance, literature and film. The subculture is largely characterized by anti-establishment views and the promotion of individual freedom. Notable trends include rebellion, individualism, anti-capitalism, anti-racism, anti- sexism, anti-homophobia, environmentalism, vegetarianism and animal rights. The goth culture is most closely associated with repressed teenage rebellion, outsider culture and a dark, alternative to punk. The two genres came together in the late 1970s/ Thought of as a two-fingered renunciation to sparkly-eyed, perfect preppy kids, goths favoured eyeliner and a neo-Victorian style – all in black. Goth was never about being at the cutting edge of cool, but will always live on with youth as a way to say: “I don’t conform”.
  • 13. 1980s New Romantics (also called blitz kids and a variety of other names) was a pop culture movement in the UK that began as a nightclub scene around 1979 and peaked around 1981. Developing in London and Birmingham, at nightclubs such as Billy's and the Blitz, and fashion boutiques such as Kahn and Bell, it spread to other major cities in the UK and was based around flamboyant, eccentric fashion and new wave music. For Britain, the Swinging 80s were a tumultuous period of social change when the young gained many levers of power away from the over-40s. London became a creative powerhouse and its pop and street fashion the toast of world capitals. All because a vast dance underground had been gagging for a very sociable revolution. Soul boys were a working class English youth subculture of the late 1970s and early 1980s, and fans of American soul and funk music. Although the soul boy scene was huge by the early 1980s, it was centred around American funk acts and was largely working class; therefore it received far less media coverage than more middle class youth cultures of the same period, notably the new romantics. 1980s also saw the emergence and occurrence of many football hooligans firms.
  • 14. 1990s Lad culture is a subculture initially associated with Britpop music of the 1990s. "The image of the 'lad' or 'new lad' arose in the early 1990s as a generally middle-class figure adopting attitudes usually recognised to the working classes”. These attitudes included male pastimes of drinking, watching football and sex. This culture is seen as a reaction to a time where males saw themselves battered by feminism. It is shown as males taking their masculinity back after subcultures that emerged both sexes as one with men wearing lots of makeup e.g. New Romantics. The word "ladette" has been coined to describe young women who try to emulate laddish behaviour; it is defined as ‘Young women who behave in a boisterously assertive or crude manner and engage in heavy drinking sessions’. Raves and acid parties became a way of life for many during the 1990s. Due to this drugs became a part of mainstream youth culture. A BBC article from 1999 stated that ‘It was found that 70% of young people said they had used drugs in the last year and 93% of those who had used drugs said they were prepared to mix substances’.
  • 15. 2000s During the 2000s, hoodies had gained a negative image, being associated with trouble making teens and anti-social behaviour. It became one of the later items associated with "chavs”, or Neds. Due to increase in gang violence crimes, hoodies became nationally feared and there were many protests in favour to have hoodies banned. Chav refers to a anti-social subculture. Chav as an informal British derogatory meaning a young lower-class person who displays brash and loutish behaviour and wears real or imitation designer clothes. Another issue is that new forms of media, such as the internet, create new forms of misbehaviour that have high public visibility. Incidents of “happy slapping” caught on mobile phone can be distributed around the world within minutes. Such cases bring crime “into the living room of people who may not previously have been concerned by it. This does not, however, mean that youth behaviour is worse than it used to be. In 2008 an American magazine stated that ‘British youngsters drink far more than their European counterparts, are more frequently involved in violence and are more likely to try drugs, adding that English girls are the most sexually active in Europe.’ A BBC TV documentary suggested that "chav" culture is an evolution of previous working- class youth subcultures associated with particular commercial clothing styles, such as mods, skinheads, and casuals.
  • 17. TASK Your task will is to write an essay detailing: • Who the mods and rockers were • How they were represented by the media • The impact they had on society • A representation theory that can applied to them with an explanation of it’s relevance • A conclusion of your discussion
  • 18. SUCCESS CRITERIA • Supporting evidence relevant to discussion • Social implications highlighted • Application of theory • Future predictions
  • 22. INTRODUCTION What is the purpose of your essay? What will you discuss? What will you reference in your discussion?
  • 23. PARAGRAPH 1 Who were the mods and rockers? Supporting Documents: https://en.wikipedia.org/wiki/Mods_and_rockers http://subcultureslist.com/mods-and-rockers/
  • 24. PARAGRAPH 2 How were the mods and rockers represented by the media? What impact did this have on society? Refer to a news story that highlights the way the media represented the mods and rockers embedding the term ‘moral panic’ and explaining how it relates to Cohen’s beliefs. Refer to a news story that highlights the way the media represented the mods and rockers embedding the term ‘moral panic’. Refer to a news story that highlights the way the media represented the mods and rockers.
  • 26. PARAGRAPH 2 How were the mods and rockers represented by the media? What impact did this have on society? Refer to a news story that highlights the way the media represented the mods and rockers embedding the term ‘moral panic’ and explaining how it relates to Cohen’s beliefs. Refer to a news story that highlights the way the media represented the mods and rockers embedding the term ‘moral panic’. Refer to a news story that highlights the way the media represented the mods and rockers. Differentiation: Refer to the film text ‘Quadrophenia’
  • 27. PARAGRAPH 3 Other than Cohen, apply a representation theory to your analysis of the mods and rockers. Refer to two theories from the theories booklet and also link to the cultivation theory. Refer to two theories from the theories booklet Refer to one theory from the theories booklet
  • 28. APPLICATION OF THEORY Point What theory can be applied? Based on the representations within the media case study the theory of ‘………..’ can be applied. Evidence What has been evidence has been demonstrated that links to the behaviour? The theory can be applied to the media coverage of… Explain How does this link to the theory? …………….’s theory can be linked because…
  • 29. APPLICATION OF THEORY Point ’The Selfish Giant’ (2013) follows the lives of two teenage boys, Arbor and Swifty, growing up in a poor and run down area of Bradford, northern England. Within the story the boys are suspended from school after a fight and finally decide to earn money collecting and selling scrap metal to devastating consequences. Evidence In terms of representation the film is a rich source to refer to in discussing the negative representation of youth because negative stereotypes are central to its narrative. Within the opening scenes of the film audiences are presented with images of Arbor wildly out of control due to a medical condition, acting antisocially late at night and in various instances of conflict inside and outside of school. Explain These scenes alone can be seen to conform to the beliefs of Gramsci (1971) as the lower class youth are represented negatively, manipulated in a way without any consideration of the context of the events. As the film progresses positive acts are shown through Arbor and Swift as the defy expectation attempting to provide for their family though this thought is soon overshadowed. Scenes involving further conflict and theft take precedence again negatively stereotyping youth in an exaggerated manner that communicates quickly with audiences (Medhurst, 1995).
  • 33. Giroux (1997) Giroux theory  Media representations youths = ‘Empty category’  DUE to media = ADULTS (No teenagers)  Means – DOES NOT reflect reality of teenagers Representation of youth  Giroux views show how the youth are mistreated within the media. Describing them as an ‘Empty category’ explains that adults do not really understand what it is like to be a youth in this generation. Therefore they just plonk their own ideas into this empty space of what they believe the representation of youth it. Effects of these representations  Media involving just adults therefore greatly effects these representations. The adults do not want their generation to look bad therefore use teenagers as a scapegoat to place the blame on. The role of media representations in society By looking at this theory we are able to see that the representation of youth is moulded together through what adults believe and think. Thus then would lead to uprising of stereotypes through the media and also cause moral panics of youths. When all of this has just been created through hegemony and the media raining down their ideas onto the adults
  • 34. Acland (1995) Acland theory  Media representations – Delinquent youths = enhance hegemony  Done by ideal of ‘NORM’ adult and youth behaviour = Contrasts deviant youth behaviour = Unacceptable Representation of youth  Media representations of young people = allows state to control them (EG ASBOs)  This is known as ‘Ideology of protection’  Idea that youths need to be CONTANTLY watched = Youth is the time where they learn about social roles/values  State needs to confirm these values Effects of these representations  This therefore effects the representations as the adults see youths as all being reckless and they have to keep enforcing that these actions are bad. This is to enforce the hegemony of how the should not behave when I comes to adulthood. This means that there will be more negative stories in the media The role of media representations in society By looking at this theory we are able to see that adults believe that it is necessary to show youths in such a disastrous way. This is so they can tell youths how to act an how not to act so they can enforce middle class hegemony.
  • 35. Hebdige (1979) Hebdige theory  Studies British youth subcultures (Late 1970’s)  Focused on the reality of youth cultures.  Subcultures = Youths to express themselves and to challenge hegemony (Mostly through style) Representation of youth Hebdige argues that the representation of youths is VERY limited  Either shown as Trouble or fun there is no inbetween.  Suggest media representation of youths in NOT REALITY Effects of these representations  Therefore this would effect the representation of youths dramatically. Due to them either being shown in two different ways of being trouble or having fun in the media it suggest that we never get to see the good and hard working teens of society who just fade into the background (Being seen by the media as boring) The role of media representations in society By looking at this theory we are able to see that the media in society tends to ignore the good and the hard working and focuses on the fun and the trouble. This therefore makes adults believe that all Youths behave in this manner.
  • 36. Cohen (1972) Cohen theory  Studied media response to mods and rockers riots (60’s)  Time ‘Folk devils’ emerge in society  Reflect anxieties at the time = Causing a moral panic to occur Representation of youth  The effect of the moral panic is to reinforce hegemony by the media making it clear what values society do not accept. This shows that when youths try to express themselves in a way that adults have not seen before they try stop it by showing it as a negative aspect Effects of these representations  Therefore this would effect the representation of youths as it shows that they are not allowed to express themselves within a different way that society does not see as acceptable. Therefore this places a more negative effect on the youths as everything they do out of the norms of society is seen as bad. The role of media representations in society By looking at this theory we are able to see that the media places the blame onto the youths seeing them as an easy target. This causes the moral panic cycle to happen in order to stamp down hard onto anything that youths try to do that is out of the norms.
  • 37. Gramsci Gramsci theory Developed concept of cultural hegemony  Social class (Middle class) dominate society by: Their life = Normal, natural and common sense. Representation of youth Therefore other social groups/classed ACCEPT these values and class these as a normal way of life. This meaning that lowe social classes will always be shown as negative as they are unable to have the same lifestyle as middle class people. Effects of these representations  This would effect representations as all representations of youth will always be contrasted with middle class youths. Thus meaning that if the lower class youths are not living up to the standard of the middle class youths then they will always be looked down upon within society The role of media representations in society By looking at this theory we are able to see that the media always still with the hegemony of the higher classes as these are seen as more acceptable. Also that they do not take into consideration how other people live within society
  • 38. Greg Philo Greg Philo theory Argues that  Contemporary ‘Hoodie cinema’ reflects middle class anxiety about the threat of the working class Representation of youth  This shows that anyone under middle class is inserted into this ‘Hoodie cinema’ which is basically summing up that in all films that if you are not middle class then you are a thug in a hoodie. Effects of these representations Therefore this would effects working class youths as by everyone else they would be seen as thugs and upper class people would be more threatened of them. Also it would be harder for them to make something of their life if they believe that they will always be linked with the ‘hoodie cinema’ idea. The role of media representations in society By looking at this theory we are able to tell that the media link social classes with strong stereotypes. With the middle class being the ideal person and anyone lower than this being a hooligan.
  • 39. Gerbner – Cultivation theory Gerbner – Cultivation theory Studied effect of television  Perception of crime. Found  Watched loads of TV = Overestimate crime (Mean world syndrome) News reports/TV dramas/ films = Lots of crime = influence perception of world (CULTIVATION THEORY) Representation of youth  This shows that youth are always the victims of being involved within crime throughout many media platforms. This therefore would give people the perception that youths do all the crime thus making them being represented badly. Effects of these representations Therefore this would effect the representation of youths by automatically giving them a bad name no matter what they are like. This is because of all these programmes indoctrinating the public to place the blame onto teens automatically The role of media representations in society By looking at this theory we are able to tell that representation is closely linked to what we see on the television. These then cause peoples perceptions to change on representations depends on what has been shown on the television.
  • 41. PARAGRAPH 3 Other than Cohen, apply representation theory to your analysis of the mods and rockers. Refer to two theories from the theories booklet and also link to the cultivation theory. Hebdidge, Acland and Gerbner Refer to two theories from the theories booklet Hebdidge and Acland Refer to one theory from the theories booklet Hebdidge
  • 42. CONCLUSION Write a conclusion having your final say on the issues raised in your essay Conclude your argument emphasising if the representations offered were positive or negative, make a brief comment on the representation of other subcultures as time has past, highlight what you expect future representations to be like for youth Conclude your argument emphasising if the representations offered were positive or negative with a brief comment on other subcultures as time has past Conclude your argument emphasising if the representations offered were positive or negative