introduction to representation
Stuart Hall - theories of representation
Representation = something that shows something again (the way in which something is shown in a different way).
Representation is the way in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events.
"their importance for language is not what they are but what they do"
Everything we see in a media product, represents something else.
HOW TO WRITE OR TALK ABOUT REPRESENTATION:
- Who or what is being represented?
- How is the representation being constructed through media language?
- what ideology is presented about the represented group?
- what is the societal impact of this message on the group being represented?
Lindt "Do You Dream In Chocolate?" advert =
- The woman is in a sexual relationship with the chocolate
- very romantic advert
- extreme close up of the relaxed face connotes sex and sexual activity
- slow paced editing - use of fades represents sex
- voiceover is whispering/ relaxed/slow/ seductive in a romantic way also has connotations of sex
- stereotype of woman loving chocolate so much so that they are in a relationship with it.
- stereotype of a male role, he is making the chocolate - men are taking an active role in this advert, he is addressed as a "master choceteur"
- she is wearing very neutral and natural colours for example white representing purity - she is also in her bedroom.
- advert portrays the chocolate to be better than any other chocolate.
- advert is selling the lifestyle of the woman - she doesn't do a lot, relaxing, simple, idealistic, quite luxurious.
- men and women form a binary opposition in this advert - woman is relaxing in her bed and the man is active and making the chocolate to please her.
Superbowl commercial break 2018:
Alexa amazon advert
- ridiculously famous people within the advert - which draws in an audience
- would have cost a lot of money
- rich people had control over the people using Alexa
Mexican avocado advert =
- there is no Mexican people within the advertisement, hinting at a racist undertone
- it assumes people go crazy over very small things - hints towards millennials struggling to have no wi-fi
- target audience is aimed at 15-25 white millennials. this is because there is a lack of diversity in the advert.
- Mexicans not represented in advert at all - their absence shows how unimportant they are
- They were all white people within the advert - shows the white people are superior to the Mexican people.
- They are middle class white people in the advert - they are wearing casual outfits
Doritos advert =
- Morgan freeman vs peter Dinklage - Morgan who is black was very calm and then peter was white and agressive showing that there was a difference between them.
Stereotypes
- A commonly/widely held belief about a certain group of people
why do stereotypes exist?
- to group people together
- helps producers make films and tv shows and to see who their audience can be
- makes the world simpler
Richard Dyer - The role of stereotypes
- An ordering process
- A short cut (for producers)
- A reference point (for audiences)
- An expression of dominant societal values
Identity - who we think we are/who we are
Anchor spreadable butter advert -
- sounded Jamaican
- They were looking to send the old women to a nursing home
- older people were represented as having grey hair, she is confused by the technology (stereotypical representation)
- young boys and girls - they are different ages simply because the boy looks taller - assuming genders because girl has her hair tied up (stereotypical assumptions made about a gender)
- assumes that the younger people know everything about technology
- binary opposition is formed between young and old people - not always the case - not as different as the advert points out
- proairetic code - she waves a knife at them threatening that she is going to kill them
reinforcement = if we keep on seeing certain people in certain roles and situations they begin to become reinforced
Subvert - opposite/ going against a stereotype
Pot noodle - you can make it advert
- teenager boys room = messy - stereotypical representation
- working class teenage boy - setting of gym = disused warehouse, very dusty
- dramatic music doesn't belong in the pot noodle advert
- he doesn't fit in, in Vegas - wide shot type - he is in the middle of the road (symbolic code) showing he is poor and is somewhere where there is loads and loads of rich place (binary opposition) emphasising how he doesn't fit in as he stands out in the wrong ways
- Living room also emphasises working class - girls have orange foundation on, hair is done up in slick-back ponytail
- by the end you expect him to be a fighter but he ends up being a ring-girl - yet he is a guy so there is a binary-opposition (joke that he's doing the woman's role - job of ring girl is normally a sexually attractive girl wearing a revealing outfit yet he's a boy who is TV ugly)
- difference between men and woman's body = they aren't as sexy as a females body - the assumption of this being a woman's role
- one black person within the advert - assumption made is that black men are attracted to white men when he licks his lips.
Media = the plural of medium, a type of product
Hermeneutic code = something that creates a mystery
Representation = something that shows something again (the way in which something is shown in a different way).
Representation is the way in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events.
"their importance for language is not what they are but what they do"
Everything we see in a media product, represents something else.
HOW TO WRITE OR TALK ABOUT REPRESENTATION:
- Who or what is being represented?
- How is the representation being constructed through media language?
- what ideology is presented about the represented group?
- what is the societal impact of this message on the group being represented?
Lindt "Do You Dream In Chocolate?" advert =
- The woman is in a sexual relationship with the chocolate
- very romantic advert
- extreme close up of the relaxed face connotes sex and sexual activity
- slow paced editing - use of fades represents sex
- voiceover is whispering/ relaxed/slow/ seductive in a romantic way also has connotations of sex
- stereotype of woman loving chocolate so much so that they are in a relationship with it.
- stereotype of a male role, he is making the chocolate - men are taking an active role in this advert, he is addressed as a "master choceteur"
- she is wearing very neutral and natural colours for example white representing purity - she is also in her bedroom.
- advert portrays the chocolate to be better than any other chocolate.
- advert is selling the lifestyle of the woman - she doesn't do a lot, relaxing, simple, idealistic, quite luxurious.
- men and women form a binary opposition in this advert - woman is relaxing in her bed and the man is active and making the chocolate to please her.
Superbowl commercial break 2018:
Alexa amazon advert
- ridiculously famous people within the advert - which draws in an audience
- would have cost a lot of money
- rich people had control over the people using Alexa
Mexican avocado advert =
- there is no Mexican people within the advertisement, hinting at a racist undertone
- it assumes people go crazy over very small things - hints towards millennials struggling to have no wi-fi
- target audience is aimed at 15-25 white millennials. this is because there is a lack of diversity in the advert.
- Mexicans not represented in advert at all - their absence shows how unimportant they are
- They were all white people within the advert - shows the white people are superior to the Mexican people.
- They are middle class white people in the advert - they are wearing casual outfits
Doritos advert =
- Morgan freeman vs peter Dinklage - Morgan who is black was very calm and then peter was white and agressive showing that there was a difference between them.
Stereotypes
- A commonly/widely held belief about a certain group of people
why do stereotypes exist?
- to group people together
- helps producers make films and tv shows and to see who their audience can be
- makes the world simpler
Richard Dyer - The role of stereotypes
- An ordering process
- A short cut (for producers)
- A reference point (for audiences)
- An expression of dominant societal values
Identity - who we think we are/who we are
Anchor spreadable butter advert -
- sounded Jamaican
- They were looking to send the old women to a nursing home
- older people were represented as having grey hair, she is confused by the technology (stereotypical representation)
- young boys and girls - they are different ages simply because the boy looks taller - assuming genders because girl has her hair tied up (stereotypical assumptions made about a gender)
- assumes that the younger people know everything about technology
- binary opposition is formed between young and old people - not always the case - not as different as the advert points out
- proairetic code - she waves a knife at them threatening that she is going to kill them
reinforcement = if we keep on seeing certain people in certain roles and situations they begin to become reinforced
Subvert - opposite/ going against a stereotype
Pot noodle - you can make it advert
- teenager boys room = messy - stereotypical representation
- working class teenage boy - setting of gym = disused warehouse, very dusty
- dramatic music doesn't belong in the pot noodle advert
- he doesn't fit in, in Vegas - wide shot type - he is in the middle of the road (symbolic code) showing he is poor and is somewhere where there is loads and loads of rich place (binary opposition) emphasising how he doesn't fit in as he stands out in the wrong ways
- Living room also emphasises working class - girls have orange foundation on, hair is done up in slick-back ponytail
- by the end you expect him to be a fighter but he ends up being a ring-girl - yet he is a guy so there is a binary-opposition (joke that he's doing the woman's role - job of ring girl is normally a sexually attractive girl wearing a revealing outfit yet he's a boy who is TV ugly)
- difference between men and woman's body = they aren't as sexy as a females body - the assumption of this being a woman's role
- one black person within the advert - assumption made is that black men are attracted to white men when he licks his lips.
Media = the plural of medium, a type of product
Hermeneutic code = something that creates a mystery
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