1) Richard Dyer's theory of representation outlines four aspects: re-presentation through media language, being representative of types and stereotypes, institutions prioritizing profit over accuracy, and audiences responding in preferred, negotiated, or oppositional ways. 2) When analyzing a representation, one should consider who and what is being represented, who is doing the representing, and whether it is fair and truthful or relies on stereotypes without self-expression.

1. Exam revision sheet – Media Studies A2 level Q1(b)
Representation theory
The way a subject is shown to the audience is the essence of representation.
Richard Dyer’s typographical theory stated there were four aspects to
representation.
1. Re-presentation: What type of media language is being used to portray the
subject? If a person is shown with lighting below the face, contrasting and
sinister shadows are shown, making the subject appear sinister, for example.
2. Being representative of: the media uses types to communicate. Often these
types are stereotypes; so all East End men have shaved heads and intimidate
people with violence. All motorcyclists are rebels that wear leathers and speed
dangerously. Careful selection of mise-en-scène is used to convey meaning
and reinforce stereotypes.
3. Institutions create texts for profit, not accuracy or realism. Many
audiences prefer to be entertained rather than think, so stereotypes are used
repeatedly because they comfort. Countertypes (where stereotypes are
challenged or subverted) do not go down well with many audiences. Many
audiences would feel cheated after seeing a James Bond film where Bond
turned out to be gay!
4. Audiences’ responses to representations: audiences can make preferred,
negotiated or oppositional readings of texts.
There are some important questions to ask whenever you see a representation:
• Who or what is being represented?
• Who is doing the representation?
• Is the representation fair, truthful and accurate?
• Does the person being represented have any opportunity for self-expression,
or are words put into their mouth by editing, mise-en-scène and so forth?