1. Theories of
Representation

2. There are two main theories about
representation.
They seek to explain
why there are more
than one representation
of a person or group
and why some of these
are more dominant than
others.

3. THEORY 1: PLURALISM
Pluralism states that
the media is a
passive mirror – it
simply reflects what
is out there without
interfering with or
manipulating
material in any way.

4. The fact that different representations exist
reflects the fact that different views about a
person or group exist within society.
The media is, therefore, a kind of neutral record of
the range of views about a person or group

5. How would pluralism
explain, then, that some
views are more common
or are more powerful
than others?
Pluralism would argue that a dominant
representation is one that more people in
society hold or accept, whereas an alternative
representation is one that fewer people hold.
In this way, whether a representation is
dominant or alternative is simply a barometer
of its popularity!

6. Pluralism imagines that the media is like a
democracy – it exists to reflect the views of the
people rather than impose its own!

7. THEORY 2: HEGEMONY
Hegemony is the theory linked to Marxist
theorist Antonio Gramsci.
Hegemony states that
power in society is vested
in a small elite group.
Amongst other things,
this group controls the
representations of people
and groups that appear in
the media.

8. This elite group (white,
middle class, middle
aged males), according
to hegemony, use their
power to promote a
positive view of their own
group and a negative
one of other groups.
Over time, through repeated exposure to these
images in the media, the aim was for these
images and the ideas they encode to become
seen as “normal”.

9. The repeated occurrence of these images was
intended to “brainwash” the other groups to
accept this power imbalance as normal (i.e.
the fact that some groups have more power
and privilege than others)

10. The ultimate aim and hidden agenda of hegemony
is for the elite ruling group to keep themselves in a
position of superiority through ideology rather than
through civil strife and armed repression.
In other words, if you can persuade the
downtrodden that it is natural and right for them
to be worse off than the rich elite, then they
probably will accept their lot and abandon the
revolution!

11. Hegemony, unlike
pluralism, sees the
media as a dictator -
it seeks to control and
influence how we see
others and supposes
that the audience are
powerless to resist.

12. In terms of hegemony, dominant
representations are those foisted on society by
the ruling elite to further their own ends.

13. Alternative
representations become
the voice of the oppressed
underclass seeking to be
heard. They challenge the
views of the ruling group.
Because they are
subversive, the ruling group
may seek to deny them
presence in the media.
This is entirely possible to achieve because often
the creators of alternative representations lack
power and access to the media.

14. Hegemony sees every act of representation
as a political act:
The ruling ideas are the ideas of the
ruling classes (Marx)
Those groups with more power are, in the main,
able to exercise their influence culturally rather
than by force
(O’Sullivan, Dutton and Rayner)

15. The two theories differ in their idea about
where the real power behind representation
lies:
PLURALISM assumes power lies with
society and is not held by the media.
HEGEMONY assumes that power is held
by the media and those who control her

16. They also differ in how they regard the
role of the media:
PLURALISM sees the media as entirely
neutral
HEGEMONY sees the media as entirely
biased

17. There are no definitive answers about
which theory is right. Both have their
supporters and detractors.
As you explore representation, try to
work out what YOU think about
pluralism and hegemony!

18. Thinking It Through:
Can you explain how someone
who supports the hegemonic view
might explain how adverts for
beauty products work?
•Consider what ideologies they
promote
•Consider what effect they might
have?
•Consider who might want to
promote these views?

19. How would a pluralist explain the prevalence of
beauty ads in women’s magazines?

20. And what about the
same beauty
ideologies at work
here?