Representation (Stuart Hall, Representation)

Representation – Stewart Hall

Representation – The ways in which a media product constructs the world and aspects in it. E.g. social groups, individuals, issues and events.

Lindor Chocolate Advert – 2001

Notes:       

·       Soft lighting – romance, sexuality, sensual, relaxing

·       Voice over – soothing, calm, relaxing, again sensual

·       Close up – erotic, sexual, beautiful

Stereotypes – a commonly held belief about a certain group of people.

·       Richard Dyer

Is it possible to have a positive stereotype?

Anchor Spreadable Butter Advert:

Representations:

·       Elderly - women

·       Children

·       Teenagers – British accent

·       Jamaican

·       Technology – robotic woman’s voice

·       Families

·       Second generation immigrants

Stereotypes used:

·       That elderly people are confused by new technology – close shot

·       All teenagers who wear hoodies are presumed to be a rebel and sarcastic

·       Binary oppositions – elderly and children, the younger are smarter and quicker while the elderly woman is consistently confused

They are presenting an ideal family, with humour involved, connotations to the woman’s Jamaican accent,

Pot Noodles Advert:

Representations:

·       Working class

·       Lower class

·       Teenagers – boys, messy room, student

·       Large families

The music up until the end is an inspirational crescendo

His job is stereotypically female

By dressing as a female, he is challenging that ideology.

In What Ways Can We Define Ourselves and To Others

Education

Background

Political view

Personality

Friendships

Wealth

Music

Gender

David Gauntlet

Believes that despite many negative perception on media, audiences are capable of constructing their own identities through what they see on TV