1. REPRESENTATION

2. What is Representation?
• A representation can be a single image, a sequence of
images or a whole programme.
• The media do not present reality they ‘re-present it’ – they
are representing things that have already occurred.
How does Representation work?
• Representations invite audiences to understand them and
agree with them in certain preferred ways. Different
interpretations are possible to some extent, depending on
the audience.

3. The Power of
Representations
Whatever representations are used,
there are ideologies, meanings and
values that are implicit in that
presentation. Clearly this gives
great power and responsibility to
media institutions as the
representations, to some extent can
influence social attitudes to social
groups in many ways. In particular
some institutions could be accused
of starting what Stanley Cohen
coins ‘moral panics’.

4. Stereotypes
Stereotypes are used to enable an audience to
instantly identify and understand the meaning of a
text. Stereotypes are an extreme form of
representation . Certain aspects are focussed on
and exaggerated.
In texts, stereotypes are characters who are
‘types’ rather than complex people.
Stereotypes are usually negative representations
and most have a lot of assumptions.
Stereotyping is often evident when there is a
power imbalance between members of society.
Relations from men and women, for example,
could encourage the development of stereotypes
on both sides. In the same way, disadvantaged
minority groups (ethnicity, disability) often have
stereotypes associated with them.

5. TASK
What stereotypes have you used in your trailer? Why did you
use them? What initial interpretation did you intend your
audience to make? How do stereotypes aid understanding of
the narrative/genre?

6. Ideology
O’Sullivan States that underpinning most of the media,
various powerful vested interests operate to ensure that
particular representations are manifested.
Noam Chomsky argues that the media serve the
interests of the state and corporate power.
Ideology then is a set of beliefs and ideas that are
presented in a media text. Dominant Ideologies those
which are accepted and understood by the majority of
people as part of our culture and expectations.
What dominant Ideologies govern our society? How do
stereotypes in media texts help to re-affirm and
reinforce these?

7. Task
Watch these trailers – what ideologies are reinforced? How have stereotypes been
used to portray this?
Ideal 2.4 family set up, living in suburbia. Threat to the family unit
http://www.youtube.com/watch?v=MRJA3lN0xCQ
Threat of otherness (to western society), defining masculinity?
http://www.youtube.com/watch?v=qDMXkPfxjOc#
Working mother – is it manageable? Should women concentrate on either
motherhood or career – can you do both?
http://www.youtube.com/watch?v=Uv1QsQN78Hk
Now watch your trailer – what ideologies are
embedded within your work? Is Chomsky correct?

8. Hegemony
Gramsci defined hegemony as the way
in which those in power maintain their
control. Dominant ideologies are
considered hegemonic. An accepted
hegemony, in our culture, is that the
police are always right.
Althusser argued that ideology is a
force in it’s own right – ideologies
reinforce ‘common sense’
assumptions, attitudes and
expectations e.g. women are better
parents, men are
stronger, homosexuality isn’t natural.
Your work will have implicit
ideologies in them in the sense that
is constructed visually.