media institutions use sterotypes beacause the audience will instantly understand them. they are rrepeated sooften we assume they afre normal.
Archtypes- this is the ultimate sterotype. for example dumb blonde
Countertype- a representation that challeneges traditional stereotypical assocoiations of groups, people or places.
Representation- the way in which people, events and ideas are presented to the audience
to break it down, the media takes something thst is alreadty there and re presents it to us in the way they choose
These representations are created by the producers of media texts
who what why were
Who is being represented
Who is the target audience
What are they doing,
why are they present, what purpose do they serve
where are they, what enviuronment are they in
Encoding: The messages and ideas that are packaged into a media text by the producers
Decoding: the ways in which any audience unpackages or rerads the meaning.
Richard dyer’s typography of representation
what is represented?
different positions in the police
how is the representative of social groups?
youuth, pollice, male female, race counter type police officer, the black and muslim people aernt the criminals.
race, younger people are lower in police force
who is ressponsible for the representation?
directors and producers
what does the audience make of it ?
many audiences from many relatble charchters
the town is nice due to colour
Media representations often use stereotypes as a cultural shorthand
dyer argues stereotypes are a way of reinforcing differencez between people
sterotypes legitamise inaqualitites
The Representation Project
Stewart Hall’s reception theory
3 different way you can interpret
-opsitional, reject dont like it
-negotaiting, on the fence
-prefered, domminant readrer fully accepts the preffered reading
different audiences respond to representations in different way for different reasons
the way we respond to something
gender, age, ethnicity
demographic, age , gender, mixed race charachters
preffered: some young men and women may be able to relate to this representation as they may have had similar experiences
Negotiated: some men and women may find the stereotyping inaccurate but still enjoy the show for its dark humor
Some parents, OAP’s and religious groups will find this subject matter offensive as it challenges theor beleifs and values.