representation

 Read the Media Magazine feature 'Representation old and new'. This is in MM51 on page 6 - go to our Media Magazine archive to find the article. Complete the following tasks:

1) Why is representation an important concept in Media Studies?

The word representation itself holds a clue to its importance. When we see a person, place, object or idea being represented in a media text, it has in some way been mediated by the very act of representation. A representation is a re-presentation

2) How does the example of Kate Middleton show the way different meanings can be created in the media?
The meanings in the media are constructed. If Kate knew about the image being taken, her posture, clothes and behaviours would all be a certain way because she has a reputation to maintain, however, if she didn't know her and her  team wouldn't have any control over that which can then let you argue that she is being her natural self in the photo, although, knowing that there is paparazzi the second she steps out she has to act a certain way. Still maintaining her image in the media.
3) Summarise the section 'The how, who and why of media representation' in 50 words.

When creating meaning in a media product or text the producers have to consider the audience expectations, genre codes, narrative the institution remit. For example, trying to present a family as rich and prestige everything down to the wallpaper and these become genre codes. The audience then expect these genre codes and have them Normalised as Roland Barthes suggests. These codes are so normalised the audience doesn't even think about it and consider them "just the way it is".
4) How does Stuart Hall's theory of preferred and oppositional readings fit with representation?

Hall argued that audiences do not necessarily accept the ideology of texts passively, but instead draw on their own cultural and social experiences to create their own interpretations. Producers use this to create preferred meanings, however, sometimes the audience perceives these preferred meanings slightly differently. Hall calls this negotiated meanings.

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, and in websites, video-sharing platforms and social media there are more opportunities for people to represent themselves than ever before. Individuals. The choices we make in terms of which images to upload and which comments to 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.

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

National identity is invariably raised during national sports competitions. During the 2014 World Cup, The Sun sent a free newspaper to 22 million households in England which represented its own concepts of ‘Englishness’

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.

An alternative representation is that the woman is the boss and the men have to listen and report back to her. This is shown when Luther refers to her as boss and listens patiently when she tells him orders to do. Another alternative representation is the white man looking up to Luther (the black man) and seeing him as a superior. This is further demonstrated in the over dramaticised height difference between the two.

A dominant representation is that Luther is going through a separation with his wife. This is a reinforcement of the stereotype that black men are bad partners or go through divorces and separations a lot. 

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:
The boss doesn't prove Mulvey's male gaze theory as her character isn't getting exposed, dressed provocatively, furthermore, her character and position is important to the line which also goes the theory that "men act and women appear" by Dyer as all the characters role are valuable in that clip. The stereotype that black men never stay in a marriage was reinforced and proved to be "true" therefore proving Perkins theory that some stereotypes are true but this stereotype isn't necessarily positive.
Levi-Strauss: representation and ideology

Mulvey: the male gaze

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