Hall's theories about Representation.

1. MEDIA REPRESENTATION
STUART HALL’S THEORIES ON REPRESENTATION

2. REPRESENTATION ???

3. REPRESENTATION ???
A word, sound, image or set of images/sounds in a
media text that stands in for something else.

4. REPRESENTATION ???
A word, sound, image or set of images/sounds in a
media text that stands in for something else.

5. REPRESENTATION ???
A word, sound, image or set of images/sounds in a
media text that stands in for something else.
WATER

6. REPRESENTATION ???
A word, sound, image or set of images/sounds in a
media text that stands in for something else.
WATER

7. REPRESENTATION ???
A word, sound, image or set of images/sounds in a
media text that stands in for something else.
WATER

8. REPRESENTATION ???
A word, sound, image or set of images/sounds in a
media text that stands in for something else.
WATER

9. STUART HALL
Hall is one of the founders of British Cultural
Studies. As a professor of sociology, he
attempted to develop an understanding of
how the media shape our understanding of
the world, sometimes subtly and sometimes
not so subtly.
As a Marxist thinker, one of Hall’s main
concerns was the media’s ability to
manufacture and reinforce social
inequalities through the process of
stereotyping.

10. STUART HALL
Hall is one of the founders of British Cultural
Studies. As a professor of sociology, he
attempted to develop an understanding of
how the media shape our understanding of
the world, sometimes subtly and sometimes
not so subtly.
As a Marxist thinker, one of Hall’s main
concerns was the media’s ability to
manufacture and reinforce social
inequalities through the process of
stereotyping.

11. STEREOTYPE ???

12. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.

13. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.

14. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.
Most/many people in a society of culture believe it.

15. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.
Most/many people in a society of culture believe it.
It seems natural to believe it.

16. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.

17. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.

18. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.

19. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.

20. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.

21. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.

22. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.
Class Age Gender Ethnicity

23. STEREOTYPE ???
A commonly held value or belief about a
person, social group, place or thing.
Class Age Gender Ethnicity
Sexuality Gender Identity Race

24. STEREOTYPE
A commonly held value or belief about a
person, social group, place or thing.

25. STEREOTYPE
A commonly held value or belief about a person,
social group, place or thing.
Archetype
The perfect/original example (contains most/all
elements of stereotype).
Countertype
A representation that contradicts/breaks the
stereotype.

26. HALL’S THEORIES ABOUT REPRESENTATION

27. HALL’S THEORIES ABOUT REPRESENTATION
WHAT DOES THE EXAM BOARD TELL US?

28. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open it
up from within, to deconstruct the work of representation.

29. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

30. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.

31. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
media reflects or distorts reality

32. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
media reflects or distorts reality
According to the ‘reflective’ school of thought, media products reproduce the
real world without distortion; the media acts like a mirror – capturing and relaying
a faithful version of the real world to audiences. Media producers (journalists,
writers, filmmakers) have the responsibility to faithfully reproduce the world they
experience.

33. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
media reflects or distorts reality
Hall acknowledges that a photograph is largely an accurate depiction of a scene,
but he reminds us, that media products, are composed through the selection and
ordering of visual, aural and linguistic elements; they are not accurate or
objective, they are shaped by the subjective viewpoints of their creators.

34. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
media reflects or distorts reality
Hall acknowledges that a photograph is largely an accurate depiction of a scene,
but he reminds us, that media products, are composed through the selection and
ordering of visual, aural and linguistic elements; they are not accurate or
objective, they are shaped by the subjective viewpoints of their creators.

35. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
media reflects or distorts reality
Hall acknowledges that a photograph is largely an accurate depiction of a scene,
but he reminds us, that media products, are composed through the selection and
ordering of visual, aural and linguistic elements; they are not accurate or
objective, they are shaped by the subjective viewpoints of their creators.
There is no ‘true’ meaning.

36. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
Meaning is constructed through what is present, absent, and different.

37. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
Meaning is constructed through what is present, absent, and different.
Present … What have producers chosen to show/emphasise?
Absent … What or who have they chosen to leave out of their representation?
Different … How is it different to what the audience expected?

38. Present …
What have producers chosen
to show/emphasise?
Absent …
What or who have they
chosen to leave out of
their representation?
Different …
How is this different to
what the audience expected?

39. Present …
What have producers chosen
to show/emphasise?
Absent …
What or who have they
chosen to leave out of
their representation?
Different …
How is this different to
what the audience expected?
WHERE the Lions had so often fought and failed, the Lionesses came
and conquered last night: England 2 – Germany 1.
More than half a century of disappointment had concluded in a
manner that would have seemed inconceivable the last time England’s
footballers lifted a major trophy at Wembley. For the nation that
invented the game – and has been banging on about ‘football coming
home’ ever since – the final of the Women’s Euros is the greatest
sporting triumph in the lifetimes of most of those lucky enough to
witness it.
Within minutes, the Queen had saluted the achievement.
“Your success goes far beyond the trophy you have so deservedly
earned,” the Lioness-in-Chief declared in a statement from Balmoral.
“You have all set an example that will be an inspiration for girls and
women today and for future generations.”
The game was saved from the seemingly ghastly inevitability of
penalties by a winner from Chloe Kelly, whose shirtless celebration
sprint around the
Turn to Page 4

40. Present …
What have producers chosen
to show/emphasise?
Absent …
What or who have they
chosen to leave out of
their representation?
Different …
How is this different to
what the audience expected?

41. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
Thus, meaning can be contested.

42. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
Thus, meaning can be contested.
Hall suggests that the audience can (and possibly must) accept the meaning that
is constituted by the representation or reject (contest) it.

43. HALL’S THEORIES ABOUT REPRESENTATION
Representation is not about whether the media reflects or distorts
reality, as this implies that there can be one ‘true’ meaning, but the
many meanings a representation can generate. Meaning is constituted
by representation, by what is present, what is absent, and what is
different. Thus, meaning can be contested.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

44. HALL’S THEORIES ABOUT REPRESENTATION
implicates the audience
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

45. HALL’S THEORIES ABOUT REPRESENTATION
implicates the audience
Hall argues that the audience is responsible for generating their own meaning, by
selecting from the range of potential meanings. He acknowledges that the
audience is not passive in simply receiving the messaging in a text, but rather that
they “have an investment, in the meaning which is being taken from it.”
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

46. HALL’S THEORIES ABOUT REPRESENTATION
Power
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

47. HALL’S THEORIES ABOUT REPRESENTATION
Power
As a Marxist, Hall is likely referring to political, economic or institutional control.
However, he also suggests an interwoven relationship between the dominant
culture and the representations that they accept but also demand.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

48. HALL’S THEORIES ABOUT REPRESENTATION
Power – through ideology or by stereotyping – tries to fix the meaning
of a representation in a ‘preferred meaning’
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

49. HALL’S THEORIES ABOUT REPRESENTATION
Power – through ideology or by stereotyping – tries to fix the meaning
of a representation in a ‘preferred meaning’
So, Hall argues that media stereotypes reflect the wider views of society, so
studying the media can give us a sense of what wider society thinks about those
groups that are routinely stereotyped. However, he further argues that these
stereotypes significantly shape social attitudes regarding specific groups.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

50. HALL’S THEORIES ABOUT REPRESENTATION
Power – through ideology or by stereotyping – tries to fix the meaning
of a representation in a ‘preferred meaning’
Hall noted the consistent media stereotyping of young black men as criminals,
both in fiction and in news stories. He concluded that black youths internalised
these criminal stereotypes as a self-fulfilling prophecy.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

51. HALL’S THEORIES ABOUT REPRESENTATION
Power – through ideology or by stereotyping – tries to fix the meaning
of a representation in a ‘preferred meaning’
Perhaps more importantly, he noted that the demonisation of black youths by
newspapers also meant that white audiences were reluctant to trust young black
males, which significantly impacted their employment prospects, forcing them to
pursue criminal activities in order to survive.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

52. HALL’S THEORIES ABOUT REPRESENTATION
Power – through ideology or by stereotyping – tries to fix the meaning
of a representation in a ‘preferred meaning’
Hall claims that stereotypes are “a powerful way of circulating in the world a very
limited range of definitions of who people can be, of what they can do, what are
the possibilities in life, what are the natures of the constraints on them.” We can
see that this can be extended to all identity categories.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

53. HALL’S THEORIES ABOUT REPRESENTATION
To create deliberate anti-stereotypes is still to attempt to fix the meaning
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

54. HALL’S THEORIES ABOUT REPRESENTATION
To create deliberate anti-stereotypes is still to attempt to fix the meaning
Hall acknowledges that “positive representation” can and is used to reverse the
negative effects of stereotyping.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

55. HALL’S THEORIES ABOUT REPRESENTATION
To create deliberate anti-stereotypes is still to attempt to fix the meaning
Hall acknowledges that “positive representation” can and is used to reverse the
negative effects of stereotyping. However, meaning can be contested, and so in
attempting to fix a positive meaning, we risk reinforcing the negative
representation.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

56. HALL’S THEORIES ABOUT REPRESENTATION
A more effective strategy is to go inside the stereotype and open it up
from within, to deconstruct the work of representation.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

57. HALL’S THEORIES ABOUT REPRESENTATION
A more effective strategy is to go inside the stereotype and open it up
from within, to deconstruct the work of representation.
I think Hall is suggesting that we need to scrutinise the way that stereotypes work,
to become cognisant of their effects and hopefully immune to their impact.
Moreover, he seems to be suggesting that this needs to be generalised as part of
our social and cultural education.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.

58. HALL’S THEORIES ABOUT REPRESENTATION
A more effective strategy is to go inside the stereotype and open it up
from within, to deconstruct the work of representation.
Another way we might achieve it is by opening up the means of production to a
diverse range of marginalised voices. Hall might argue that allowing a greater range
of diversity in representation, will deconstruct the stereotypes around marginalised
social groups by offering a multiplicity of representations.
A representation implicates the audience in creating its meaning. Power
– through ideology or by stereotyping – tries to fix the meaning of a
representation in a ‘preferred meaning’. To create deliberate anti-
stereotypes is still to attempt to fix the meaning (albeit in a different
way). A more effective strategy is to go inside the stereotype and open
it up from within, to deconstruct the work of representation.