1.3.1

Stereotypes

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Representation and Stereotypes

Representation is the way in which media producers construct and present individuals, groups, events and ideas in media products.

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Mediation

  • Mediation is the process of constructing representations.
  • Media producers take an existing event, individual or idea and decide what and how the audience sees it through choices made about camera angle, editing, costume etc.
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Representations

  • As representations are created, they have elements of the producers' views embedded into the product as it has been constructed by them.
  • Because of this, representations are not a reflection of reality.
  • Representations can only ever create a version of reality, but it is important to understand that these are a creation, created through selecting and combining technical and verbal codes.
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Stereotypes

  • Representations can often be described as being stereotypical.
  • This is where a representation uses widely held views about its subject matter in its construction
    • E.g. A blonde’s lack of intelligence.
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Audience ease

  • Stereotypes tend to represent people, groups, events etc through a few simple characteristics.
    • E.g. Smart people wear glasses.
  • As stereotypes have been used over and over again in media products, they can be easily identifiable for the audience.
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Dominant ideology

  • Widely held, mainstream views and values which are often stereotypical can be referred to as dominant ideology.
  • This simply means dominant or popular ideas held within society.
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Damages

  • Stereotypes can be positive in some cases, but can also be damaging as they only offer a limited, constructed view and function to maintain dominant ideology.
  • Because of this, stereotypes can restrict change within society if they are repeatedly used.

Countertypes

Countertypes are the opposites of stereotypes. These representations can be used in media products to challenge dominant ideology e.g. women can be independent.

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Alternative ideology

  • Countertypes can construct an alternative ideology which reflects a less mainstream view point.
    • Wonder Woman is a good example of a countertypical representation.
    • She is a strong, independent woman and saves the man, as well as the world, which goes against mainstream representations of gender.
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Frequency

  • Countertypes can be seen more frequently in contemporary media products as media industries have become more diverse through the make up of their workforce.
  • With more diversity involved in the process of mediation, it means different viewpoints can be considered when constructing representations.

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1Overview

2Component 1: Section A

3Component 1: Section B

4Component 2: Section A

5Component 2: Section B

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