Introduction to the concept of Representation

2. By the end of this lesson you:
 Must – be able to explain what representation
is.

3. Let’s have a l0ok at the following images:
 Can you spot the difference?

4. Let’s have a l0ok at the following images:
 Can you spot the difference?

11. The media is not a reflection of
reality.
It is a representation of reality.

12.  Using a dictionary, search for a definition of
representation.
 Write this definition in your notebook.

13.  To represent something is to describe
or depict it, by description or portrayal.
[descriptive level]
 This description or portrayal is
carefully constructed.

14. What would you suggest that is happening in
this scene?

15. And now what would you suggest
that is happening? How has the
message changed?

16. This is actually what it is happening.

17.  Selection
Whatever ends up on the screen or in the paper, much more will have been
left out.
(i.e. any news picture has been selected from hundreds of others)
 Focusing
The audience is being pushed towards concentrating on one aspect of the
text and ignoring others.
(i.e. the content of that information or media text focuses in one aspect while
several others are omitted)
 Organisation
The various elements of that media text will be organised carefully in ways
that real life is not.
(i.e. In visual media this involves mise-en-scene and the organisation of
narrative, in the recording of an album the production might involve re-
mixing a track.Any medium you can think of will have an equivalent to
these forms of mediation)

18.  To represent also means to symbolise,
stand for, to be a specimen of or to
substitute for. [symbolic level]
Peace Religious symbols

20. How isWayne Rooney being
represented?Think about his
body language.
Why does he
have red & white
paint on his
body?What
might this
represent?
Who is the AUDIENCE for
this advertisement and
where might we see it?
This advertisement was created by
an ADVERTISING AGENCY for Nike,
but the word Nike is not in the
image.
Why do we still know that is a Nike
advert?
How does the figure ofWayne Rooney
relates to the background?
Why is the background white?

21. English flag Nike logo
English football team’s captain
SYMBOLS USED INTHIS ADVERT

23. The Windsor Swastikas were a Canadian ice hockey team inWindsor, Nova Scotia, from
1905–1916.

24. • The swastika is an ancient symbol that has been used for over 3,000
years.
• Artefacts such as pottery and coins from ancientTroy show that the
swastika was a commonly used symbol as far back as 1,000 BC.
• During the following thousand years, the image of the swastika was used
by many cultures around the world, including in China, Japan, India,
and southern Europe. By the MiddleAges, the swastika was a well
known, and commonly used pagan symbol to represent the cosmos.
• The swastika was used by many cultures throughout the past 3,000 years
to represent life, sun, power, strength, and good luck.
• Since 1920, theGerman Nazi Party made extensive use of
the swastika, which became the co-national flag of Nazi Germany in 1933,
and the sole national flag in 1935.
 What are the denotations of this symbol?
 What are the connotations of this symbol since 1920?

25. 1. Find a print advertisement.
2. Copy the image and paste it into a PowerPoint slide (and save your
document as “Lesson 3_Media Representation”)
3. Analyse the advertisement to explain how media representation is
operating. Consider all of these points:
• What are the important elements in the advert and why?
• How has the image been used?
• How has colour been used?
• How has language been used?
• Who is the target audience and how does the advert appeal to them?
(You can see some examples of the task in the next slides)

26. Lesson 3 - Media Representation
This advert uses dark
colours such as black
and grey to represent
the death of a victim.
The advert also uses
light colours such as
white a light blue.
The position of the
camera shows how
relaxed the people in
the car are and how
scared the child out
side is. This shows both
sides of what is
happening.
The main part of the
slogan is creating a
colour contrast to make
the message of the
advert stand out.
The target
audience of
this advert are
people who
drive and
parents but
can also relate
to anyone. This
appeals to
them because
they wouldn’t
want to come
across this
situation
themselves
and rather be
safe.
The position of the camera makes sure that the child that is about to be
run over is in line with the baby in the back seat of the car. This sends a
power full message to the viewer of the advert. This may make a viewer
think about what would happen if their child was the child about to get hit
making the advert personal.
The sentence at the bottom of the advert is small so the
viewer can concentrate on the main image.

27. The important element of the advert
is the “trash sushi”. This is because it
is the first thing that catches the audience’s
eye. The use of the light background and the
darker colours on top, make a colour contrast,
and allows the object to stand out more.
S U R F R I D E R
P r i n t A d v e r t
Another way colour has been used is the
text they have used and the colour they had
decided to make it. The blue colour that’s
darker than the actual background, allows
the audience to view it immediately, since it
stands out so much.
The language has been used, as the slogan or
the main sentence of the advertisement.
The phrase they used “What goes in the ocean,
goes in you.” is a short statement, that’s very
sharp and powerful and can get the audience
to think about what it means.
The use of the full stop shows how sharp and
direct it is, as well as the use of the word “you”
which makes the audience feel grasped and
involved. This may even urge some of the
people seeing it to continue reading the
smaller text.
I think the target audience is anyone that decides to read it. I think this because the message of the
advert is an educational one, and anyone who understands it and decides to comprehend it, will be able
to get the massage across to other people. Therefore, I believe there isn't one specific age group or
category for it.

28. In this advertisement the theme of speed is being represented by using a cheetah as the development of Nike.
This concludes to the important elements in this advert, for example; colour contrast, foregrounding, secondary
meaning and layering. These features add potential for he advert to appeal and attract an audience which at the end
of the day, could reward them with a profit.
I believe that the reason why the cheetah, in this image, may have a Nike tick (symbol)on it’s body is to represent the
Nike brand and the representation of how Nike products (trainers) will uplift you with speed.
The figure of the
cheetah stands out
from the
background, since
the greenery has
been blurred out,
therefore you can
only really see the
blur of green.
Furthermore, this is
a colour contrast to
the colour of the
cheetah, which has
been purposely
placed in order for
the cheetah to be
the centre of
attention in this
image.
The reason why
the maker of this
advert included a
question was due
to the question
attracts those who
would like to gain
speed, since speed
is a good thing but
fast speed is even
better. Therefore,
the question
illustrated gives
the answer :’Nike’.
The audience in which may be most attracted to this is someone at good age and is still
capable to run with speed. In addition, I can infer from this representation that the audience
may look to the brand ‘Nike’ as being a master of speed, due to it’s text which is used to
appeal to more customers.

29. These parts that make
up this “animal” is a
representation on the
reality of tuna fishing,
showing the effect on
other animals when
complying with that
trade.
Instead of using
Photoshop in a way that
makes a body figure look
more “appealing”, they
have used it to create an
image that has a
message and that they
have done on purpose.
An advert that has
been commisioned
by WWF and
SASSI.
Tells the audience
about why it is
important to know
about the effect of
tuna fishing and how is
affecting people.
This is an important
part of the media
because it is
something that isn't
spoken about enough
or doesn’t have
people’s strong
opinions backing it up,
so by WWF and
SASSI making these
adverts that represent
a more effective
message it has more
of a chance to be
viewed.

30. 1. Using Microsoft Publisher create your own advert for a new
soft drink, called Biovita. Your task is to represent the
product as natural and healthy.
2. Write one paragraph in your book explaining how have
represented Biovita in this way

31.  Define the concept of representation in Media
Studies? (What is representation?)
 How is representation constructed?
 What are the two levels of representation?
 Define descriptive level.
 Define symbolic level.

32.  Each lesson you will reflect on your own
work.You must self-assess your work and
then compare this with your teachers’
assessment.
 You will have 3 minutes each lesson. For you
to do this, you must give yourself an effort
mark for each lesson and write down one
thing you did well and one thing you will aim
to improve for next lesson.

33. Effort
Level:
Description:
5 Excellent – all work completed, with great
detail, description.
4 Good – most work completed but more
detail required.
3 Satisfactory – some work completed.
2 Unsatisfactory – some work incomplete.
1 Poor – most work incomplete.

34.  What have I learnt today?
 Have I finished all my tasks?
 What did I do well?
 What can I improve for the next lesson?
 How do I rate my effort level for today’s lesson?