Media AS Section A- Stereotypes

1. Stereotypes
Representation

2. Gender
 In regards to the representation of gender, males are typically represented as the
dominant figure over females. This links into Laura Mulvey's Men’s Gaze theory, this
being that within media women possess a passive, less significant role in comparison
to that of men, often possessing an importance in regards to appearance and appeal,
stereotypically for male audiences.
 Women are often stereotyped as elegant, perhaps serious and stern (in comparison
to a husband).
 Females are often portrayed as liking aesthetically pleasing items, as well as caring
deeply upon their outer appearance, possessing a like towards shopping, clothing
and make-up.
 Males are often stereotyped as strong, dominant and in control of their situations.
They are often portrayed as possessing an interest in sports, cars and perhaps
politics (more so than females).
 Females are also often presented as either an object of sex appeal, or as very
innocent and pure. They are often intended to be caring and compassionate, whose
place is believed to be within the home, whilst men act as the conventional
breadwinners for the family.
 Some women can also be stereotyped as easily bickering, and argumentative in a
verbal form, whereas men are often portrayed to resolve conflict in a more physical
and violent form.

3. Age
 Elderly– The elderly are often stereotyped as nostalgic of the past, kindly and caring. They can also
be portrayed as a burden upon the youthful, often being seen as vulnerable, and in need of constant
assistance or care. They are portrayed as vulnerable to illness, and often having weak and
defenceless when faced with a dangerous situation.
 Children- Children are often stereotyped as playful, cheerful, somewhat carefree, disconnected from
adult affairs. They can also be portrayed as weak and vulnerable, innocent and over trusting of
strangers, as well as reliant upon adults. They can also be regarded as insignificant to adults and
teens, portrayed with a limited understanding of life affairs. They can also be regarded as cute and
attended highly upon by their parents, perhaps also suggesting children to be regarded as attention
seeking.
 Adults- Adults are often portrayed as serious, responsible and powerful. They are often seen as a
key element to the professional world, possessing high paying and important work, that other groups
such as teenagers would not stereotypically possess. They can also be regarded as parents,
perhaps overly stern and protective of their children as well as stressed.
 Teenagers- They can be portrayed as anti-social, in tune and highly connected with the influence of
new technology, often difficult to talk to or to approach. They can be regarded as intimidating or
reversely as sensible, quiet and polite. They are often regarded as students or possessing low
paying part time employment.

4. Ethnicity
 Black- The stereotype of black people is that they often possess a less
significant role within the media. Perhaps not as important as white
people. They can also be portrayed as vulnerable and a victim of racism.
They can also be seen as rather jovial and perhaps intimidating. They are
often seen as playing side-kick type roles, often inferior to the protagonist
(often white) in ability. They can also be portrayed as highly athletic.
 White- White people are often regarded as stereotypically racist towards
ethnic minorities. Often possessing a great deal of pride in their race and
often looking down u[on those who are not the same. They can be
portrayed as important and possessing significant, hero-like roles within
the media.
 Ethnic Minorities- They can often be presented as poorly fluent in English,
they can often be portrayed as dangerous (perhaps terrorists) as well as
inferior and undesirable by a white majority population, for example as
illegal immigrants.

5. Disability
 Disabled- Often portrayed as vulnerable and weak,
perhaps also childish and reliant upon the able. They are
often portrayed as innocent and perhaps unintellectual
upon the world and serious affairs. They are also often not
entrusted with positions of responsibility. As well as
someone to take pity upon creating a sense of inferiority.
 Abled- Often portrayed as dominant and superior to the
disabled. They are often possessed as being burdened by
disabled people and perhaps slightly disrespectful and
inconsiderate towards the disabled. They are often trusted
with positions of responsibility and possess higher
expectations upon their achievements then that of
disabled people.

6. Sexuality
 Heterosexual- Heterosexual people are often presented as the social
majority, often homophobic towards same sex couples, and conforming to
the expectations of society. Male heterosexual people are often portrayed
as strong and dominant over their female partners. Female heterosexual
people are often disregarded as weak and passive in comparison to men,
often flirtatious. And also arrogant and lacking an understanding of other
sexual preferences.
 Homosexual- Males- Are often portrayed as rather feminine, perhaps
caring deeply upon their outer appearance (often fashionable), they are
also stereotyped as overly sensitive and jovial. Females- Often portrayed
as masculine, tom-boyish and often harbouring a dislike for males.
 Bisexual- They are stereotypically regarded as confused, sometimes
attention seeking or perhaps greedy and undecided. The yare also
regarded as ambiguous in their sexual preference often portrayed as
misunderstood in their sexual preferences by the stereotypically
heterosexual majority.

7. Regional Identity
 Northerners- Often portrayed as disliking and bitter towards southerners. Believed to be of a lower
socio-economic grouping than those within the south. Often portrayed as less intelligent and
possessing lower paying, perhaps more labour intensive work, such as a builder.
 Southerners- Portrayed as people of a middle and upper class. Believed to be proud and somewhat
snobbish in behaviour, often looking down upon people form the north. They are often believed to
possess work within places of high paying employment and importance, and accustomed to city life,
for example within London.
 British- Patriotic, and proud of heritage, possessing a stereotypically articulate dialect, much like that
of royalty. As well as possessing a highly cultural lifestyle, often stereotyped with the elegance of the
Victorian period, living within large manners and possessing a great amount of countryside and
agricultural employment.
 Scottish- Often portrayed as disliking towards the British, seeking independence as a country. Often
portrayed as strong drinkers of alcohol. Also portrayed as impulsive and aggressive as well as lovers
of the outdoors. Stereotypically regarded as wearing kilts, playing bag-pipes and eating traditional
foods such as haggis.
 Irish- Often regarded as living a simple, agricultural lifestyle, perhaps inferior in intellect in
comparison to those who have lived within the city. Often kindly and over trusting/welcoming of
strangers. Also very religious and jovial, often portrayed as dancing and singing folk songs.
 Welsh- Portrayed as people with a simple, agriculturally based lifestyle, perhaps less intelligent and
significant than people from a city-life.

8. Social Class
 Upper- Often portrayed as snobbish and superior to the lower class. Often
wealthy and lovers of tea, possessing the stereotypically elegant dialect of
the Queen.
 Middle- Often portrayed as rather posch. Possessing a high intellect and
perhaps overly polite in public. Often portrayed as possessing a stable
family life with a family member (stereotypically the father) within a high
level of employment.
 Working- Often portrayed as stressed, overworked, often possessing a
strong link to those within their community and often faced wit ha range of
trivial domestic family/ friend issues.
 Unemployed- Often portrayed as untidy, unorganised, dirty, with a
troubled home life and upbringing. Perhaps possessing a lack of
intelligence and somewhat of a burden upon society. They can also be
regarded as highly dependent upon benefits from the government.