Media representations can have both positive and negative effects on individuals, groups, and society. They can influence attitudes and behaviors through copycat behavior, education and information, socialization, objectification, and stereotypes. Representations can reinforce dominant ideologies but also potentially challenge them. The media is an effective vehicle for spreading dominant worldviews to wide audiences.

1. EFFECTS OF
REPRESENTATIONS
LO: To highlight the effects of media representations considering the
positive and negative impacts possible

2. INDEPENDENT
ENQUIRER
CREATIVETHINKER REFLECTIVE
LEARNER
TEAM WORKER SELF MANAGER EFFECTIVE
PARTICIPATOR
Feedback Autonomy Challenge Engagement
D1 – Effects of Media Representations
Each representation carries the values of the producer and shapes the opinions and beliefs of
the audience.
• Positive and negative effects:
• copycat behaviour (positive and negative)
• education and information
• socialisation
• Objectification.
• Stereotypes and archetypes.
• Impact on individuals, groups and society (changes in behaviour, attitudes).
• Reinforcement of an ideology (dominant, counter).
• Challenging dominant ideology.

3. Positive and Negative Effects
Copycat behaviour

4. Positive and Negative Effects
Copycat behaviour
Links to Hypodermic NeedleTheory /
Passive AudienceTheory
• The audience is directly affected by the
representations shown and accept them
• A passive audience who view violence or
other criminal behaviour in media could try to
use it as an excuse for their own.
https://www.theguardian.com/uk/2004/jul/29/
ukcrime.colinblackstock

5. Positive and Negative Effects
Education / Information

6. D1 – Positive and Negative Effects
Education / Information
Links to both Uses and GratificationTheory and Hypodermic Needle
(depending on whether the audience have actively sought out the media itself
and whether they receive it actively or passively.)
• Audiences can gain otherwise unseen insight
into unfamiliar topics
• Learn new things to pass on to others
• Sometimes information is misunderstood
/ misinterpreted
• The text could be viewed by an
inappropriate audience

7. INDEPENDENT
ENQUIRER
CREATIVETHINKER REFLECTIVE
LEARNER
TEAM WORKER SELF MANAGER EFFECTIVE
PARTICIPATOR
Feedback Autonomy Challenge Engagement
Positive and Negative Effects
Socialisation

8. Positive and Negative Effects
Socialisation
Links to Uses and Gratifications
Theory / Active AudienceTheory
• Audiences are made to feel like
part of the discussion
• Making dominant audience
groups aware of minorities
• Giving people opportunities to
form relationships with others

9. Effects of Representations
Media Representations can have a profound
impact on the attitudes and behaviour of the
audiences who view them
Individuals
….
Groups
…
Society
…

10. Effects of Representations
Dominant Ideology is…
The central claim of the dominant ideology model is that powerful
groups in society influence the attitudes and behaviour of the public.
The media is a successful carrier of ideology because it reaches such a
huge audience.The study of the media allows us to consider and
question dominant ideologies and look for the implications of different
ideology and value systems.
When studying a media text you may look for the dominant ideology
present and question whose world view is represented and which
group(s) and their associated world view(s) have not been represented.

11. Effects of Representations
Dominant Ideology is…
Using an example of your choice:
Identify the Dominant Ideologies
that are being shown through the
representations.
Does the text in any way challenge
dominant ideologies?
What do you think the effect is of
the representations displayed.

12. MediaTexts:
INDEPENDENT
ENQUIRER
CREATIVETHINKER REFLECTIVE
LEARNER
TEAM WORKER SELF MANAGER EFFECTIVE
PARTICIPATOR
Understand the features, formats and purposes of…
Examine and analyse a specific examples of existing … focusing on …
Evaluate the effectiveness of … referring to the approaches used and impact on the target audience
Democracy Law Liberty Tolerance