3. Cohen (2002)
Argues that young people are relatively powerless
and an easily identifiable group to blame for society’s
problems,
Young (typically) African Caribbean males are often
used as scapegoats by the media to create a sense of
unity through the creation of moral panic
(society’s common enemy),
Media generated moral panics based on stereotypes
means that all young people from a specific group get
labelled as troublemakers and an antisocial problem
group.
4. What about old people? What
do you think ?
How do you feel older people
are stereotyped in the media ?
5. Older people
Presented in the media in quite negative ways,
Suffer from negative stereotypes more than any
identifiable group,
Usually represented as being
poor, forgetful, antisocial, incapable of work, in ill
health, difficult and grumpy.
6.
7.
8. Key theorist
Biggs (1993)
Found that old people were represented in the media
TV sitcoms as being forgetful and difficult,
Cuddy and Fiske (2004)
Showed that in the US TV portrayed just 1.5% of its
characters as elderly with most of them in minor roles,
Usually appeared on TV as a figure of fun and comic
relief usually based on ineffective mental, physical and
sexual capacities.
9. Gender differences
Male
Represented as sexual partners of younger women
(Clooney, Heffner, Willis)
Political or religious leaders (Mandela)
Successful business people ( Branson, Murdoch)
Experts, authoritative journalist, and commentators.
Female
Seen as invisible as they are expected to remain
youthful and forever young.
Lack of positive roles.
10. Szmigin and Carrigan (2000)
Study of the views of advertising executives in 19
London agencies,
Types of products and services which could
appropriately be represented by older people,
Agencies wary of using models which they believe
might alienate pupils.
11. Szmigin and Carrigan (2000)
Growing number of people in the populations have
changed advertising,
More older women with money to spend (the grey
pound),
Increase of positive images of ageing and positive
roles for older women,
Conglomerates pursuit of the older people’s market.
12. Visual example ....
http://www.youtube.com/watch?v=vilUhBhNnQc
Write a response to the following
statement:
Representations of the women in
this ad challenge media stereotypes
of age and gender
14. Benidorm
Explore the ways in which the extract constructs
the representation of age using the following
micro elements:
Camera shots, movement, angles and composition
Editing
Sound
Mise-en-scene
Finish for homework:
http://www.youtube.com/watch?v=hD_NI7ZyMy4#t=1
03