Representation

Representation

Stereotypes

Media institutions use stereotypes because the audience will understand them. They are a visual short cut.

Archetypes= ultimate stereotype

Countertype= challenges tradition

The way in which people, events and ideas are presented to the audience is the representation. The media takes something that is already there and re-presents it.

These representations are created by the producers (anyone who makes a media text) or media texts.

A media 'gatekeeper' is any person involved in a media production with the power to make a decision about something the audience are allowed to read, hear or see.

A mogul is the kind of person who owns the newspaper, for example, Rupert Murdoch.

The producer answers to the gatekeeper, who answers to the moguls.

Media consumers are the audience. When analysing, think about: who is being represented, what they are doing, why they are present and where they are.

The Male Gaze

Hollywood cinema puts the audience in a masculine subject position, with a women on the screen seen as an object of desire.

Richard Dyer

How we are seen determines how we are treated, and how we treat others is based on how we see them.