This document provides an introduction to representation theory. It defines key concepts related to representation including denotation, connotation, anchorage, codes, ideology, signs, signification, realism, suspension of disbelief, intertextuality, and enigma codes. Examples are given for many of these terms. The document suggests exploring how these various concepts are used in advertisements and media texts to construct meaning. It encourages analyzing the technical, verbal, and symbolic codes at play in a provided advertisement, as well as the signs, signification, degree of realism, and any intertextual references or enigma codes.

1. Introduction to Representation

2. Representation
Aim:
Explore representation theory
Starter :
Look at advert a.-
What can you see?
What does it mean?

3. Representation
What is representation?
Representation means the way images are
CONSTRUCTED to create meaning.
All texts are CONSTRUCTED. They are ENCODED
(meaning put in) with meanings which we DECODE
(meaning explained/understood) when we analyse a
text.
Everything in the text is there for a reason!

4. Representation
What is denotation?
What can be seen/heard
What is connotation?
What ‘What can be seen/heard’ means to us
e.g
Denotation: We can see a baby
Connotation: The baby means innocence

5. Representation
What is anchorage?
When a text uses dialogue or captions (words)
to confirm the meaning
e.g. Look at the next slide
How is the meaning anchored?

7. Stereotypes- Lippman
• Stereotypes are a shortcut used by the media
in both uses of representation and audience
targeting.
• They are usually negative representations
based on age, gender, sexuality, race and
ethnicity etc

8. Semiotics- codes
• Codes (technical codes, visual codes, iconography)
Technical codes:
Mise-en-scene, cinematography, editing, sound, sfx
Verbal codes:
everything to do with language -either written or spoken
Symbolic codes/iconography:
codes that draw upon our experience and understanding of other media
texts, or culture
e.g we know the Eiffel Tower is in Paris therefore if we see it in a film we know
it is set in Paris.
Logos can be iconography too.

9. Semiotics- codes
How are
technical, verbal
and symbolic
codes used in
this advert?

10. Semiotics- Ideology
What’s this?
Ideology is a set of beliefs which the producers
encode in media texts.
These can be:
Moral
Religious
Political
Cultural

11. Semiotics– Signs and signification
Sign:
a symbol which is understood to refer to
something other than itself. (denotation)
Signified:
the meaning. (connotation)

12. What signs are used in this text?
What do the signs signify?

13. Semiotics- realism
When a text attempts to mirror the real world
e.g Pat popping out for a pint of milk
All texts have varying degrees of realism
How realistic is this trailer?

14. Semiotics- realism
Suspension of disbelief:
When an audience makes the decision to accept
fiction as real for the duration of the text.
e.g vampire films- while we watch them we will
believe in aliens and accept the story however
we know that vampires don’t exist

15. Semiotics- Intertextuality and Enigma
codes
Intertextuality:
When one text references another
Eg
Enigma codes:
A question that is not immediately answered
Eg someone is murdered...who is the murderer???

16. Your turn
In pairs plan a 15 min lesson (not presentation)
On one of the following:
• Applying Post-Modernism to representation
• Applying Marxism to representation
• Hyperreality in media texts
You will need to include a starter, delivery of new
knowledge and an assessment activity (make it
fun)

17. Choose one of the theories and apply to your
moving image coursework.