28/9/23 (absent) 29/9/23

Stuart Hall -Theories of representation

Representation-The way in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events.

The way in which a group of people, and issue, enemy or location is shown again by the producer for the purpose of demonstrating their ideology.

Audience theory

Media language-What a product means

Representation- The construction of messages and values

Industry- How the product makes money.

Audience- How producers target audiences and how audiences respond to the product.

Key theory 16- George Gerbner- Cultivation theory

• The idea that prolonged and heavy exposure to [TV]…cultivates”, as in grows or develops in audiences “a view of the world consistent with the dominant or majority view expounded by television- Dictionary of Media.
• Television (and by extension other tools of mass media distributions) present a mainstream view of culture, ignoring everything else.
• In doing so television distorts reality.
• Heavy television users are therefore more likely to accept this edited and distorted view of reality.

The tide advert cultivates a stereotypical dominant ideological perspective about the representation of women.

Hegemony- Where one group wields power over another not through domination but through coercion (persuasion by force of threat) and consent.

• Hegemonic power- The school system, Patriarchal hegemony, Cultural hegemony, Hegemonic structure of class, Political hegemony.
• Non-hegemonic power-Military conquest.

Name of brand being advertised: Racketon
Celebrities advertising brand: Alicia Silverston, Elisa Donovan
Key representations in advertisement (for example white people, middle aged white men, the working class, Americans, America, Boston...): Rich Teenage girls, Cher from Cluless
How are each of these representations constructed through media language? Screencap three key images and analyse media language using the technical analysis toolkit

The representation of an upper class teen is shown here as she is seen with lots of shopping which isn't a realistic representation of the target audience of the super bowl.

This shows a representation of Cher and Amber from Clueless as this is a recognisable scene from the movie and may create a sense of nostalgia for the female viewers watching.