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Media Studies Key Concepts
Media Studies Key Concepts
Media Studies Key Concepts
Representation
Other Key Concepts we need to consider are …
Other Key Concepts we need to consider are …• Media Language
(how the representation is created/mediated, denotation and connotation)
Other Key Concepts we need to consider are …• Media Language
(how the representation is created/mediated, denotation and connotation)
• Institution and audience (who is doing the representation and who it is aimed at?)
Other Key Concepts we need to consider are …• Theories and ideology
(how can we deconstruct the representation and how can we make sense of it?)
Other Key Concepts we need to consider are …• Theories and ideology
(how can we deconstruct the representation and how can we make sense of it?)
What do we need to know?
What do we need to know?Who is being represented?
• In what way?• By whom?
What do we need to know?Who is being represented?
• In what way?• By whom?
Why is the subject being represented in this way?
• Is the representation fair and accurate?• What opportunities exist for self-representation?
Mediation
Every time we encounter a media text, we are not seeing reality, but someone's version of it.
Mediation
Every time we encounter a media text, we are not seeing reality, but someone's version of it.
Mediation
Every time we encounter a media text, we are not seeing reality, but someone's version of it.
This may seem obvious, but it is easily forgotten when we are enjoying a text.
MediationThree things to look out for....
MediationThree things to look out for....
• SELECTION
MediationThree things to look out for....
• SELECTION• ORGANISATION
MediationThree things to look out for....
• SELECTION• ORGANISATION• EMPHASIS
Mediation
SELECTION
Mediation
SELECTION
Whatever ends up on the screen, much more will have been left out.
Mediation
ORGANISATION
Mediation
ORGANISATION
Elements will be organised carefully in ways that real life is not.
Mediation
ORGANISATION
This organisation of the material will result in…….
Mediation
EMPHASIS
Mediation
EMPHASIS
The audience is pushed towards concentrating on one aspect of the text and ignoring others.
Mediation
This is mediation.
This is mediation.Reality has been changed
This is mediation.Reality has been changed
It may not always be obviousbut it is always and inevitably the case
Society, the individual &representation
Society, the individual &representationThree views…
Society, the individual &representationThree views…
• Reflective
Society, the individual &representationThree views…
• Reflective• Intentional
Society, the individual &representationThree views…
• Reflective• Intentional• Constructionist
Three ways of looking at Representation
ReflectiveWhen we represent something we are taking its true meaning and trying to create a replica of it in the mind of our audience - like a reflection.
ReflectiveWhen we represent something we are taking its true meaning and trying to create a replica of it in the mind of our audience - like a reflection. This is a popular view of how news works - news producers take the truth of news events and simply present it to us as accurately as possible.
Three ways of looking at Representation
3 views on representation
• IntentionalThe most important thing is the person doing the representing. They are presenting their personal view and the words or images that they use mean whatthey intend them to mean.
3 views on representation
• IntentionalThe most important thing is the person doing the representing. They are presenting their personal view and the words or images that they use mean whatthey intend them to mean.
According to this theory, if you see a picture of an attractive person drinking a can of Coke in an advert, it will have the same meaning to you as the advertiser intended – go and buy one.
3 views on representation
• ConstructionistThis is really a response to what have been seen a weakness in the other two theories. Constructionists feel that a representation can never just be the truth or the version of the truth that someone wants you to hear since that is ignoring your ability as an individual to make up your own mind as well as the influences of the society that you live in.
Representation is a mixture of…
Representation is a mixture of…• The thing itself
Representation is a mixture of…• The thing itself• The opinions of the people
doing the representation
Representation is a mixture of…• The thing itself• The opinions of the people
doing the representation• The reaction of the individual
to the representation
Dominant Ideology
What is the dominant ideology?
What is the dominant ideology?The ideas and beliefs that are adopted by the majority of the population and organsiations in a society.
What is the dominant ideology?The ideas and beliefs that are adopted by the majority of the population and organsiations in a society.They are not static but change as new ideas are encountered and people discuss them.
Dominant ideology is reinforced every time a text is presented that represents the opinions and beliefs of the majority of people.
Dominant Ideology
Dominant ideology is reinforced every time a text is presented that represents the opinions and beliefs of the majority of people.• We like to see our beliefs backed up by
media texts.
Dominant Ideology
Dominant ideology is reinforced every time a text is presented that represents the opinions and beliefs of the majority of people.• We like to see our beliefs backed up by
media texts.• This makes us comfortable.
Dominant Ideology
Dominant ideology is reinforced every time a text is presented that represents the opinions and beliefs of the majority of people.• We like to see our beliefs backed up by
media texts.• This makes us comfortable.Over the years representations are accepted or rejected by the majority of people and the dominant ideology is gradually changed. Dominant Ideology
This process of change is called…
Negotiation
Dominant Ideology
Stereotypes
What is a stereotype?A standardised, usually oversimplified, mental picture or attitude that is held in common by members of a group.
What is a stereotype?A standardised, usually oversimplified, mental picture or attitude that is held in common by members of a group.
A stereotype is a simplification that we use to make sense of a real personor group which is much more complicated.
What is a stereotype?
Stereotypes are potentially highly dangerous and upsetminorities but stereotyping itself is impossible to avoid.
Stereotyping…
is a natural function of the human mind - something thatwe all do to help us make sense of the world around us.
The four elements of a media stereotype
Stereotypes
• APPEARANCE
The four elements of a media stereotype
Stereotypes
• APPEARANCE• BEHAVIOUR
The four elements of a media stereotype
Stereotypes
• APPEARANCE• BEHAVIOUR• MEDIUM SPECIFIC CONSTRUCTION
The four elements of a media stereotype
Stereotypes
• APPEARANCE• BEHAVIOUR• MEDIUM SPECIFIC CONSTRUCTION• CONTRAST WITH NORMALITY
Stereotypes
Appearance & behaviourThese are what we use everyday to stereotype people and are not media specific.
Stereotypes
Appearance & behaviourThese are what we use everyday to stereotype people and are not media specific.
Typical aspects of this stereotyping would be physical appearance clothes, voice, attitude, age, etc.
Stereotypes
Media specific elementsOur expectations as an audience for anygiven genre and it’s conventions are well known to producers.
Stereotypes
Media specific elementsOur expectations as an audience for anygiven genre and it’s conventions are well known to producers.
They will build appropriate stereotypes to suit our expectations.
Stereotypes
Comparison with normalityThis is how we judge a stereotype
Stereotypes
Comparison with normalityThis is how we judge a stereotype
BUT…
Stereotypes
Comparison with normalityThis is how we judge a stereotype
BUT…
WHAT IS NORMAL?
Stereotypes
ARE YOU NORMAL ?
Stereotypes
ARE YOU NORMAL ?
ARE YOU A STEREOTYPE ?
