Richard Dyer argued that stereotypes narrow down groups to a few exaggerated characteristics that are then displayed in media. Stereotypes are about power and tend to stereotype groups without power more, such as gay men, non-white races, women, and the working class. Later theorists noted that stereotypes can act as media shorthand for quick audience recognition but also oversimplify groups and are more common in genres like advertising. Perkins argued that stereotypes are not always negative and contain elements of truth but media exaggeration of minority stereotypes is problematic.

1. STEREOTYPE THEORIES

2. RICHARD DYER - 1979
• Dyer states that many of the critical approaches and debate surrounding
representation focus on stereotypes, which encompass a number of processes
according to Dyer himself. These are stated below:
The complexity and variety of the group is narrowed down to a few characteristics
An exaggeration occurs surrounding these certain characteristics and are then
applied to everyone associated with the group. This is as if they are essential
elements to all those people who belong to the group
These characteristics are then displayed within the media via the use of media
language

3. THEORETICAL PERSPECTIVE
• Dyer (1979) suggested that stereotypes are all about power, and those who have
power tend to stereotype groups that don’t
• He then said that after research he argued that there is more recognisable
stereotypes of gay men, non-white races, women and the working-class. He pointed
out it was more difficult to stereotype white, straight middle-class males
• Dyers view about gay stereotypes was noted around 25 years ago and we must now
therefore think about whether the representation of this group has shifted any.

4. THEORETICAL PERSPECTIVE CONTINUED…
• Medhurst (1995) also said that stereotypes can be seen as media shorthand that
allows for quick and easy points for contact when the text needs to communicate
with the audience, allowing them to recognise groups quickly
• Soap operas tend to use stereotypes to introduce new characters or for less
significant characters. Over time it is common for this initial stereotype may be
developed and lead to them becoming more complex and rounded characters. This
then challenges the audiences impressions and provides a more complex narrative
• Stereotypes are seen more in some genres than others, for example television
adverts tend to use them as it allows for quick recognition from the audience

5. THEORETICAL PERSPECTIVE CONTINUED…
• Perkins (1979) suggested that stereotypes aren’t always negative and that they
usually contain an air of truth. For example, some stereotypes come from historical
references, ie a Frenchman riding a bicycle wearing a striped jumper.
• It could be argued that an element of truth is shown within the representation of the
Masood family in Eastenders and the Alahan family in Coronation Street. They are
both Asian families and are depicted as shop owners. The problem behind this is the
fact that they are the only representations of Asians in soap operas and therefore
exaggerates certain characteristics and only showing the minority.

6. PERKINS – RE-THINKING STEREOTYPES
• There is no single way of reading a stereotype
• She states that there are a lot of false assumptions of stereotypes
• She says stereotypes are shorthand ways of referring to complex social relationships
• They are not always about minority groups or those with less power
• They are not rigid or unchanging – they can be modified
• “stereotyping is not a simple process and contains a number of assumptions that can
be challenged.”