What representation means
- Representation is how the media re-present people, places, events and ideas. All representations are constructed through choices, not simply a reflection of reality.
- Producers select what to include and leave out, and choose how to show it (mediation).
Stereotypes and alternatives
- A stereotype is a simplified, generalised view of a group. Stereotypes can be positive or negative and are used because they are quick for audiences to understand.
- Countertypes challenge stereotypes, such as a woman shown as a scientist or a man shown as a carer.
- Under-representation means a group rarely appears; misrepresentation means a group is shown inaccurately.
- Groups often discussed: gender, ethnicity, age, disability, social class, and places (such as how an island like Guernsey is shown in tourism adverts).
Theory and audience positioning
- Stuart Hall argued that representations are shaped by power, and that stereotypes can reinforce inequality.
- David Gauntlett argued that audiences use media to construct their own identities, and that the media now offer more varied representations.
- Media products position the audience to accept a preferred reading, but audiences may negotiate or reject it.
Key terms
- Representation
- How the media re-present people, places, events and ideas.
- Stereotype
- A simplified, generalised view of a group of people.
- Countertype
- A representation that challenges a stereotype.
- Under-representation
- When a group rarely appears in the media.
- Mediation
- The process of shaping reality when it is shown in the media.
- Preferred reading
- The meaning the producer wants the audience to take.
- Selection
- Choosing what to include and leave out.