Representations

 1) Why is representation an important concept in Media Studies?                                                                                 Representation-  It refers to how aspects of the real world, such as people, events, cultures, and ideas, are presented and constructed in media texts. everything that appears in the media is a representation. They carry particular meanings or values.

2) How does the example of Kate Middleton show the way different meanings can be created in the media?

The writer discusses how the power to create representations has been in the hands of media producers working within media institutions. In the paparazzi photo above of Kate Middleton, The Duchess of Cambridge, Middleton has very limited control of how she is represented. The outfit she is wearing is the only thing in her control but the location of the image, her pose and facial expressions aren't as she was not expecting the photo. News and photo editors decide which photo is chosen in their article and the words that will go around the image that will ultimately anchor the meaning of the image. The photo on the left could be manipulated to imply that the Duchess had a bit of a drinking problem or it could be used to show her celebrating the success of something. Thus a photograph of the Duchess could be used to help stir up positive support for the Royal Family; alternatively it could imply a critical view of the monarchy. It depends on the context of the image, and the other media language choices that surround it.

3) Summarise the section 'The how, who and why of media representation' in 50 words. 

When analysing representation we must consider how they will been created, who created them and why the person responsible chose to do this. All media products have a specific function which will impact on the representations they construct. Producers will consider: the expectations and needs of the target audience, the limitations provided by genre codes, the type of narrative they wish to create the institutional remit. 

4) How does Stuart Hall's theory of preferred and oppositional readings fit with representation?

The preferred reading of a media text is acquired due to the representation that the media producer has created. the oppositional reading is an alternative reading that goes against the representation that the media producer has created. in some cases the oppositional reading may be the truth that has been concealed.

5) How has new technology changed the way representations are created in the media? 

With the rise of new media, audience members can now construct and share their own media products. Individuals can now engage in the act of their self representation, often on a daily basis. When we post an image on Instagram the choices we make in terms of which images to upload create a construction of an idea about ourselves. Social media allow us to construct selective and controlled representations of the public identity we wish to communicate to the world. Our personal identities may be based on the characteristics we see as being part of who we are – e.g. our age, gender, sexuality, ethnicity – or we may foreground our cultural identities, based on our sense of belonging to specific cultures or groups.

6) What example is provided of how national identity is represented in Britain - and how some audiences use social media to challenge this?

Youtuber 'Zoella' (Zoe Sugg) is used as an example of an identity represented in social media. Part of her appeal is that she is perceived by her followers as a ‘normal person’ rather than a celebrity media construction; but this identity is carefully constructed and maintained by Zoe herself . Her audience identify with her as she offers an aspirational lifestyle that her fans admire.

Watch the clip from Luther that we studied in class (Season 1, Episode 1 - minute 7.40-10.00 - you'll need your Greenford Google login to access the clip). Now answer these final two questions:

7) Write a paragraph analysing the dominant and alternative representations you can find in the clip from Luther 

Luther’s costume in the extract of a shirt and tie connotes his official status and authority as a police detective. Luther’s costume in the extract of an undone top button and loosened tie connotes that he is not conventional and doesn’t conform to rules .Alice Morgan’s long, red hair in the extract connotes that she is volatile, dangerous and sexual. It contrasts with her short, messy hair at the beginning of the extract when she is pretending to be innocent. Alice Morgan is wearing a smart jacket, trousers and boots in the extract. This gives her a business-like appearance which connotes that she is an efficient and ruthless criminal. Alice Morgan’s costume in the extract contrasts with her costume at the beginning of the episode when she is pretending to be innocent, wearing an ordinary raincoat and looking dishevelled. This contrast connotes her ability to disguise herself and her sociopathic nature

8) Write a paragraph applying a selection of our representation theories to the clip from Luther. Our summary of each theory may help you here:

Levi-Strauss: representation and ideology

Mulvey: the male gaze

Dyer: stereotyping and power
Medhurst: value judgements
Perkins: some stereotypes can be positive or true

Claude Levi-Strauss suggests that representations in the media are informed by ideology: the set of beliefs and values of the producer of the text .Some things are included and others are left out to create a dominant or preferred representation. This links to Hall’s work on Reception theory. Media messages have to be communicated quickly which often means relying on stereotypes. Stereotypes work as a kind of shorthand where a word, image or sound will stand for a lot more. A stereotype is a standardised, usually oversimplified mental picture or attitude towards a person, group, place or event. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their gender, class, ethnicity or race, sexual orientation, social role or occupation.Laura Mulvey suggests that the dominant view in the media is masculine and created for the benefit of men. Women are presented for men to look at, hence the ‘male gaze’. This links to the idea of ‘sex sells’ and women being represented as sex objects. More recently, the idea of the ‘female gaze’ has been suggested. Rosalind Gill suggests the objectified male is an example of post-feminist media culture in modern Britain. Task: write down an example for each.