Your starter today; apply representation theory to this magazine

Applying theory of Representation Chris Brown Vibe magazine as practice ( G325) by Rebecca Abrahamson

Representation

Key vocabulary for today's lesson:

Denote Reality

Symbol Sign

Layers Society

Stereotype Archetypal

Countertype Reaction

Mise-en-scene Hierarchy

Connote Subversive

Representation relates to how a ‘thing’ (person, place, object, concept) is presented to an audience. This is a ‘re-presentation’ as the ‘thing’ has been through a process of modification, mediation and selection before being presented. Even words and photographs are ‘re-presentations’. The physical shape of a word has no meaning in itself – it is merely lines and curves. It has been given an agreed and accepted meaning. A photograph is not the ‘thing’ but an image or representation of the ‘thing’.

Understanding the central concept thatpresentation has been constructed and meaning is negotiated or accepted and agreed, means that we can examine representations more critically and analytically.

Stereotypes :
Tessa Perkins (1979) argues that Stereotypes are not ‘simple’. They contain complex understanding of and information about roles and status in society. Perkins also argued that they are not always negative and often contain truth.
Look at your music video.

Who is being represented?In what way?Why is the object/person being represented this way?

Is this representation fair and accurate?

What is the significance of the mise-en-scene?

What are the non-verbal structures of meaning in the text? (e.g. gestures, facial expressions, position, clothing, prop?)

What are the dominant images/symbols and how do they link to the theme?

Are there any stereotypes? How have these stereotypes been reinforced?

What are the dominant images/symbols and how do they link to the theme?


Who are the representations aimed at? Are they aspirational images for the

audience?

Who is creating the representation [institutional context, director/auteur] and why?

What is the institutional / production context and what constraints does this involve

[budget, studio/production company, genre]

Are there genre restraints on the representation – eg women must appear differently

in horror and musicals.

How are representations affected by social/historic context [key events,

contemporary social values, changes in society, ideological context]

'Stereotypes are not one-dimensional distortions of reality. In order to gain credibility and

widespread cultural currency, they usually

contain an element of truth... The most

powerful stereotypes tend to be rooted in a degree of reality which is then naturalised

rather than questioned in order to pass judgement about the inevitability of such a situation

or behaviour... The danger is little attention is paid to the function of the stereotype within

the narrative. Is the audience invited to denigrate, laugh at the character.’
B.Dutton,

Some critics, like Stuart Price, would argue that representations reinforce

dominant

ideologies

in society:

'If gender differences are socially constructed, and society itself is based on unequal

relations of power, then we can see why many writers argue that mainstream

representations will be biased against subordinate groups. Dominant ideology is

supposedly used to keep the downtrodden in their place... Ideologies of gender

promote sexist representations of women... ideologies make equalities and

subordination appear natural.'

Other critics would argue that representations in the media can challenge and subvert

dominant ideologies in society.

 

Some Representation Terms

Dominant-  the main way a group are seen in society.

Alternative -a different way to show a group, either by the group itself

or by the maker of the image.

Redundant - when a group is shown often enough, in the same way, the

image no longer has any power.

Absent - When a group is not really shown in society.

Entropic When there is a really challenging or v. different, or

controversial image of a group.

 

REPRESENTATION theories to consider
 

 

Hegemonic Marxist theory

The hegemonic approach argues that media industries operate within a structure that

produces and

reinforces the dominant ideology via a consensual 'world view'. Rather

than the owners having direct control, they have established an order within which to produce

values and ideas that appear to be 'natural'. This world view is

produced predominantly by

white, middle class, middle aged, heterosexual men. These are the people who write

the television shows, report the news, direct the cameras or commission others to do

this work. It is their ideas and values that infiltrate media texts and insure that 'other'

voices do not get heard.

PluralismThe most significant factor is the

ability of the audience to

consume the media for their own gratifications and needs.

In this way, the audience is

active in the meaning process

and thus dilutes the debate about audiences being

manipulated into the acceptance of dominant ideology.


























 

Tasks for today

1. read and understand the power point below
2. take screen grabs of your video and magazine and make notes
3. think about
• how have you represented your artist? comment on mise-en-scene ( clothing, hair, props e.g instruments, location, )
• how did your research and planning inform you about how you wanted to represent your artists? (UK Tribes etc)
• is this a stereotypical representation( Tessa perkins ) or have you challenged this?
• how will the audience respond to the artist(s)?
• what have you done with mode of address( how you 'speak' to your audience) through cover lines, colour palette, postioning, screen time, edits...)

Representation Theory from today

A2 media Representation by Rebecca Abrahamson

Genre

Genre theory (2012 lesson 1) from nicolanais

I did do a lovely powerpoint but have lost it :( Here's one someone else made

Homework for Tuesday 12th March 2013

Remeber to use your scaffold sheet to help you to structure this essay (used in the lesson on Tuesday)

‘Describe how your analysis of the conventions of real media texts informed your own creative media practice. Refer to a range of examples in your answer to show how these skills developed over time’

  (July 2012

Alternative readings of film posters

Alternative readings of film posters

 

 

Robert Smyth Media Blog

Evaluating your own work with audiences

 Without an audience there isn’t much point in producing a

 text, so we can start  by saying that the audience is crucial. If

 the text appeals to the audience then it is a successful text.


Choose one of your productions (main or ancillary, AS or A2) and explain how you selected and targeted a specific audience.

 

You could consider:


·
How you chose a target audience in relation to the genre and form you selected.
·
Whether you targeted an existing audience which already enjoys specific existing products like yours.


· How you made creative choices to appeal to this target audience.

· How you think your target audience will use your text (consider uses and gratifications here)

· How your media text could be marketed to the target audience (e.g. making use of social networking and other interactive technology)

-Under Stuart Hall’s theory of ‘Preferred Readings’ what type of ‘reading’ might this target audience give to your text?