The document discusses key concepts in media studies, with a focus on representation. It defines representation as how media texts portray people, objects, events, and ideas. Representation is mediated, as it involves selection, organization and emphasis that shape reality for audiences. There are three views of representation - reflective, intentional, and constructionist. Representation also relates to dominant ideology, which influences the ideas and beliefs reinforced through media. The document also discusses stereotypes, defined as oversimplified mental pictures held about groups. Stereotypes in media include aspects of appearance, behavior, genre-specific conventions, and comparisons to perceived normality.

1. Media Studies Key Concepts
Representation

2. Other Key Concepts we need to consider are …
Representation
• Media Language
how was the representation created/mediated - denotation and
connotation
• Institution and audience
who is doing the representation and who is it aimed at?
• Theories and ideology
deconstructing the representation and making sense of it

3. Things we need to consider
Representation
Who is being represented?
In what way and by whom?

4. Things we need to consider
Representation
Who is being represented?
In what way and by whom?
Why is the subject being represented in this way?
Is the representation fair and accurate?

5. Mediation
Every time we encounter a media text, we
are not seeing reality, but someone's version
of it.
Representation

6. Mediation
Every time we encounter a media text, we
are not seeing reality, but someone's version
of it.
This may seem obvious, but it is easily forgotten when we are
enjoying a text.
Representation

7. Mediation
Three things to look out for....
Representation

8. Mediation
Three things to look out for....
• SELECTION
Representation

9. Mediation
Three things to look out for....
• SELECTION
• ORGANISATION
Representation

10. Mediation
Three things to look out for....
• SELECTION
• ORGANISATION
• EMPHASIS
Representation

11. SELECTION
Whatever ends up on
the screen, much
more will have been
left out.
Representation

12. ORGANISATION
Elements will be
organised carefully in
ways that real life is
not.
Representation

13. ORGANISATION
This organisation of
the material will
result in…….emphasis
Representation

14. EMPHASIS
The audience is
pushed towards
concentrating on one
aspect of the text and
ignoring others.
Representation

15. This is mediation.
Reality has been changed
Representation

16. This is mediation.
Reality has been changed
It may not always be obvious
but it is always and inevitably the
case
Representation

17. There are three ways of looking
at representation. It can be
considered as..
• Reflective
• Intentional
• Constructionist
Representation

18. Reflective
When we represent something we are taking its true
meaning and trying to create a replica of it in the mind
of our audience - like a reflection.
This is a popular view of how news works - news
producers take the truth of news events and simply
present it to us as accurately as possible.
Representation

19. Intentional
The most important thing is the person doing the
representing. They are presenting their personal view and
the words or images that they use mean what
they intend them to mean.
According to this theory, if you see a picture of an
attractive person drinking a can of Coke in an advert,
it will have the same meaning to you as the advertiser
intended – go and buy one.
Representation

20. Constructionist
This is really a response to what have been seen a
weakness in the other two theories.
Constructionists feel that a representation can never just
be the truth, or the version of the truth that someone
wants you to hear, since that is ignoring your ability as an
individual to make up your own mind, as well as the
influences of the society that you live in.
Representation

21. Representation is a mixture of…
• The thing itself
• The opinions of the people doing the representation
• The reaction of the individual to the representation
Representation

22. Dominant Ideology
Representation

23. Dominant ideology?
The ideas and beliefs that are adopted by
the majority of the population and
organsiations in a society.
Representation

24. Dominant ideology is reinforced every time
a text is presented that represents the
opinions and beliefs of the majority of
people.
It makes us comfortable to see our beliefs
backed up by the media texts we consume
Representation

25. Dominant ideology?
The ideas and beliefs that are adopted by
the majority of the population and
organsiations in a society.
Family, schools, government, church, media…
Representation

26. Dominant ideology?
These beliefs are not static but change as new ideas are
encountered and people discuss and embrace them.
Over the years, representations are accepted or rejected
by the majority of people and the dominant ideology is
gradually changed.
Representation

27. This process of change is called…
Negotiation
Representation

28. Stereotypes
Representation

29. Representation
What is a stereotype?
A standardised, usually oversimplified,
mental picture or attitude that is held in
common by members of a group.

30. Stereotypes are potentially highly
dangerous and can upset
minorities, but stereotyping itself is
impossible to avoid.
Representation

31. Stereotypes are potentially highly
dangerous and can upset
minorities, but stereotyping itself is
impossible to avoid.
It is a natural function of the human mind,
something that we all do to help us make sense of the
world around us.
Representation

32. Stereotyping…
is a natural function of the
human mind - something that
we all do to help us make
sense of the world around us.
Representation

33. The four elements of a media
stereotype
• appearance
• behaviour
• medium specific construction
• contrast with normality
Representation

34. Appearance & behaviour
These are what we use everyday to stereotype
people and are not media specific.
Representation

35. Appearance & behaviour
These are what we use everyday to stereotype
people and are not media specific.
Typical aspects of this stereotyping would be
physical appearance clothes, voice, attitude,
age, etc.
Representation

36. Stereotypes
Media specific elements
Our expectations as an audience for any
given genre and it’s conventions are well
known to producers.

37. Stereotypes
Media specific elements
Our expectations as an audience for any
given genre and it’s conventions are well
known to producers.
They will build appropriate stereotypes to suit our
expectations.

38. Stereotypes
Comparison with normality
This is how we judge a stereotype

39. Stereotypes
Comparison with normality
This is how we judge a stereotype
BUT…

40. Stereotypes
Comparison with normality
This is how we judge a stereotype
BUT…
WHAT IS NORMAL?

41. Stereotypes
ARE YOU NORMAL ?

42. Stereotypes
ARE YOU NORMAL ?
ARE YOU A STEREOTYPE ?