The document discusses discourse and how values shape representations. It defines discourse as the articulation and exchange of ideas among social groups. Values emerge from this discourse, with dominant values reflecting what a society widely accepts as normal or true, and emerging or oppositional values challenging dominant values over time. The documentary The Social Dilemma is used as an example of how media representations can both reference and shape social reality and values.

1. 6.3 HowValues shape
representations & ‘The
Social Dilemma’
Task 6 – Extended Response to Documentary
Syllabus Point:
How values shape
representations

2. Discourse
Paradigms orways
of understanding
that are
communicated
through texts and
language use, and
that organise
knowledge and
social power.
Derived from the French word Discours, which means
dialogue, speech or conversation. It’s simplest meaning is
the articulation , voicing or putting forward a point of view.
This act of articulation is usually part of an exchange of ideas
among social speakers or social groups.
Each group develops its own methods of of
communicating knowledge.This knowledge is shared
among members of the group, hence discourse relied of
collective understanding.
The term typically refers to the collective discussion or
interplay of meanings and ideas circulating around a
particular subject, incorporating these different modes of
expression and instances of communication.
What are some examples of discourse that are currently
circulating among the masses?
(Consider politics, social issues, belief systems)

3. Discourse
Analysis
Media discourse analysis involves a study of the discourse practices used
in the creation and distribution of media texts which contain visual,
language and other textual codes and conventions that represent ideas
in media products.
Media discourse includes an analysis of how texts are read by audiences
within a culture. For example, representations of technology in a text
will suggest meaning based on the discourses about technology existent
at the time and place of the text’s construction and its intended
audience. (The Social Dilemma)
Discourse is simply the social production of meaning.
Discuss with the person next to you the discourse on ‘technology’
that exists and takes place between your friend group.
Compare this with the current discourse that News Media and
Mainstream media currently takes on ‘technology’.
Are there notable differences?Why is this the case?
Discourse is a fantastic media
term that lends itself well to
discussions in exam responses. If
you’re discussing things such as
social issues, or representations
of issues, values etc.
Discourse is a great term to use
to bump up your ‘terminology
and language’ marks.
Mr Dixon recommends!

4. SocialValues &
Context
How can a text can tell us about the society that produced it?
In general, a text will contain the values that its society believes in
and holds to be ‘true’ or ‘normal’.These are social values. For
example, a politician or journalist who calls an action ‘un-
Australian’ is expressing a social value.
For an audience to understand and accept a text, the text will
need to reference a ‘reality’ that the audience shares, and this
shared reality includes a shared set of social values.
Audiences may not consciously notice many of the social values
expressed in a text, because these social values will simply seem
natural and normal.
‘I think that nowadays you have to show audiences the way they themselves
behave most of the time,’ saidAlfred Hitchcock in a 1962 interview
A social value can best be
described as a value that a
society holds to be true,
important or valuable.
A social value manifests itself
as an attitude or stance. Social
values are not ‘of’ race,
gender or violence: the social
values are of society’s
attitudes towards these
things.

5. Dominant
Emerging &
Oppositional
Values
In the process of making meaning, interpreting, and using
images, meanings change.
The production of meaning involves at leastTHREE
elements (besides the image itself and the producer):
1.The codes and conventions that structure the imagery
2.The viewers & how they interpret and experience the
image
3.The contexts in which an image is exhibited and
viewed.
Although we can say that images have dominant or
primary meanings, they are interpreted and used by
viewers in ways that do not strictly conform to these
meanings.

6. Dominant
Emerging &
Oppositional Values
Of course, not everyone in a particular society holds the same social
values, and not all texts reflect the same social values. Also, social values
are never static; as societies change, various social values often evolve in
conflict with each other.The social values involving attitudes towards
slavery are a good example of how discourses can change over time and
also how a society can hold what appear to be conflicting values.
In many ancient societies, slavery was considered neither good nor bad; it
was simply normal, the way things were, and this attitude can be seen in
the cultural artefacts and products of the time.
When most people in a society hold the same social value, it is called a
dominant social value.
In ancient societies, this attitude to slavery could be called a dominant
social value. Over time, a variety of new discourses evolved to challenge
this dominant social value. In Europe in the eighteenth century, discourses
involving religion, the Enlightenment, the French Revolution and the
‘Rights of Man’ created new ideas and groups opposed to slavery. When a
new social value emerges against or alongside a dominant social value,
it is called an emerging social value.
Social values are never stable;
they are as dynamic and
changeable as the society that
produces them. Furthermore,
the reception of the social values
in a text is always changing:
because the text exists as a site
of constructed meaning, the
meaning changes as the
audience changes.
A text from 1940s Germany will
be received and interpreted very
differently in 2020s Australia.

7. Emerging social values sometimes fade away, but sometimes they grow
to become oppositional social values. An oppositional social value is
strongly positioned against dominant social values and discourses. In
the case of slavery, the emerging social value soon became
oppositional: the dominant social value held that slavery was good and
normal, and the oppositional value held that slavery was evil and
unnatural.
Over time, the oppositional social value grew to overwhelm old
attitudes, so that eventually it became the new dominant social value.
This change in attitudes towards slavery followed a common path for
social values: from the dominant ‘this is normal’, to the emerging
‘something is wrong’, to the oppositional ‘this must change’, until the
oppositional succeeds to become the new dominant.
Dominant
Emerging &
Oppositional
Values
In your notes add a brief description of your understanding of
Dominant Values
EmergingValues
Oppositional Values.
See if you can give a current example of each.

8. TheSocial
Dilemma
(2020)
Pre-viewing
Explores the dangerous
human impact of social
networking, with tech
experts sounding the alarm
on their own creations.
Director:
Jeff Orlowski-Yang
Stars:
Tristan Harris
Jeff Seibert
Bailey Richardson

9. TheSocial
Dilemma
Post-viewing
Post-Viewing Part 1 (Inquiry Questions)
How does the Social Dilemma reference reality?
Does the Social Dilemma create co-presence or
distance for audiences? How?