AS Media StudiesRepresentation (5)

WALT Understand the final

Audience Positioning This theory was created in 1973 at Birmingham

University the theory considers how message are produced, diss. The theory considers that the audience are active in consuming the media and are able to decode encoded message within the product. The decoding of the product includes the verbal messages spoken but also the visual messages conveyed through e.g. body language or for TV / Film the cinematic visual language used. This theory also excepts that the individual based on there background and views can decode a message within a product differently than another person. The

Audience Positioning The decoding can fall into three categories;

Dominant reading - the viewer full accepts the preferred reading of the product, within the intentions of the creator / writer.

Negotiated reading - The viewer broadly accepts the preferred reading of the text but may make small changes to this to reflect their own views and opinions.

The Oppositional reading - The viewers own views will put them in direct opposition with the views being represented within the Media product and therefore will completely reject the views being represented.

Semiotics the study of signs and symbols as

elements of communicative behaviour; the analysis of systems of communication, as language, gestures, or clothing.

https://prezi.com/y8btjn21oiho/stuart-hall-reception-theory-1980/?utm_campaign=share&utm_medium=copy

Audiences – Key Terms Homogenous - Of the same or similar

nature or kind. Uniform in structure or composition throughout, as of a chemical mixture.

Heterogeneous – A viewer who has a widely different opinions or views, does not like similar things as others – more niche and different.

Example Consider what the different readings of

this clip might be. To answer this you will need to think about

how different viewers might see this. Consider the type of viewer their interest age and how if could affect their views.

https://www.youtube.com/watch?v=GSsGuh4Ajhk

Representation Media representations of ethnicity

EthnicityDictionary Definition 1. relating to or characteristic of a human group having racial,

religious, linguistic, and certain other traits in common 2. relating to the classification of mankind into groups, esp on

the basis of racial characteristics 3. denoting or deriving from the cultural traditions of a group of

people: the ethnic dances of Slovakia 4. characteristic of another culture: the ethnic look ; ethnic food

Your ethnicity is defined by your cultural identity which may demonstrate itself through customs, dress, food. Ethnicity suggests an identity that is based on a sense of place, ideology or religion. You can be British but of Jewish ethnicity.

Britain is a multicultural society. 7.9% of the UK population are from

ethnic minority groups. Ethnic minority groups are at the

forefront in their use of the new media. So, what should we expect in terms of

ethnic minority representations within the media?

Stereotypes of EthnicityAlvarado’s (1987) stereotypes in the representation of ethnicity and race;

EXOTIC DANGEROUS PITIED HUMOUROUS. A recent revision of this has added the

SEXUALISED stereotype

Introduction https://www.youtube.com/watch?v

=efiW2K8gASM

Change Representation of people from other cultures in the media has changed dramatically since earlier days where they were defined in their potential for comedy and ‘foreignness’

Fawlty Towers: http://bit.ly/1jCS7JS

1970’S Love Thy Neighbour https://www.youtube.com/watch?v=

B1dakp4FT0w

Til Death Do Us Part https://www.youtube.com/watch?

v=KonChsnUO6Y

Otherness People from other cultures still tend to

be defined by their ‘otherness’. This can be see as either positive or negative.

Stereotypes and mis-representation

Some stereotypes and mis-representations can be dangerous as the representation that is constructed by the media is often the only experience of these cultures some audiences will have.

Tokenism Some programmes have representations of ethnic

minorities. These tend to focus on the stereotypical aspects of that culture, for example arranged marriages.

Do you have any examples?

Ethnicity in Media Video – Essay

https://www.youtube.com/watch?v=BZAIkubqtNc

Discuss.

Young Blacks Young black people have been demonised by

some areas of the media and are presented as linked to violence and gang culture

Key ways in which ethnic minorities are represented within the media

Underrepresented Represented in a

stereotypical way Represented

negatively As criminals As a threat As culturally abnormal As unimportant As dependent As invisible

These are the findings of Van Dijk, who has examined media representations of ethnic minorities.

He made these findings via content analysis of thousands of news items over several decades.

So, what can we say about Van Dijk’s findings in relation to representativeness?

Moral panics…. The findings of the previous thinkers (Van Dijk, Akinti, Agbetu)

indicate that Black people are newsworthy because they are bad news!

Rarely are Black people portrayed as normal functioning individuals within everyday society.

Watson notes that moral panics often result from such stereotyping of Black people within the media, particularly the panic that they are potentially criminal.

Think headlines!! Such headlines back up Hall’s study of a 1970s moral panic

around the ‘Black mugger’. More recently, moral panics have remained around the idea of

Black crime – particularly gang crime In 2003, David Blunkett (Home Secretary) said he was ‘appalled’

by lyrics in rap & hip-hop music. Kim Howells (Culture Secretary) claimed a particular Black band

was glorifying gun culture. In 2005, ASA criticised 50 Cent’s film poster for glamorising gun

crime. In 2006, David Cameron (leader of Conservative party) criticised

BBC Radio 1 for playing gangsta rap as such music ‘encourages people to carry guns & knives.

However, there are many negative representations of black people, portrayals which seem deliberately designed to inflame the fear and hatred of other cultures - how positive a representation is the archetypal African-American gangsta?

Yet these are representations coming from within black culture itself...

https://www.youtube.com/watch?v=64AQ3BzhWKI

Activity 2: Representation of ethnic minorities is, by and large, based on stereotypes. (In pairs, 3 mins) Can you think of recent examples of media texts that offer stereotypical portrayals of black culture?

WHY do you think such stereotypes (a) are created and (b) continue?

Ethnic minorities are a threat!! Through his content analysis Van Dijk has

said a common stereotype is that ethnic minorities are posing a threat to the majority.

This is seen through news content, again contributing to moral panics.

Main ethnic minorities that are portrayed as posing a threat are:

1. Immigrants2. Refugees & asylum seekers3. Muslims

Asian racial features, names, accents, or mannerisms as inherently comic or sinister. Because distinctive Asian characteristics are less common in the United States, movies and TV shows often fall back on them for quick and easy gags or gaspsFisher Stevens as Ben Jabituya

Ben Jabituva

Immigrants This group is seen as a threat in terms of their numbers. Common media coverage focuses on how their

presence is affecting housing, jobs etc. In 1995, a government trade minister resigned because

he was unhappy with the lack of European border controls – leading to illegal immigration into the country.

Philo & Beattie explain this resignation set off media hysteria about immigration & the consequences of it. Immigration portrayed in an alarmist way & reported as threatening the British way of life. Sensationalists language, such as ‘flood’ & ‘tidal wave’ also used.

Philo & Beattie basically believe that such media coverage created a moral panic about immigration, particularly as no positive stories about the contribution of ethnic minorities were presented.

Which ethnicity do you see?

Can you recall the last time you saw a sikh represented in the media?

Do you think sikhs are often represented POSITIVELY or NEGATIVELY

in the media?

Which ethnicity do you see?

When was the last time you recall seeing this ethnicity represented in the media?

Do you think Romany gypsies are often represented POSITIVELY or NEGATIVELY?

Which ethnicity do you see?

When was the last time you recall seeing this ethnicity represented in the media?

Do you think people of mixed race are often represented POSITIVELY or

NEGATIVELY?

Which ethnicity do you see?

When was the last time you recall seeing this ethnicity represented in the media?

Do you think Chinese people are often represented POSITIVELY or NEGATIVELY?

Which ethnicity do you see?

When was the last time you recall seeing this ethnicity represented in the media?

Do you think Muslims are often represented POSITIVELY or

NEGATIVELY?

Representation of Ethnicity –TV Drama: extract: Top Boy season 1 ep 1. (2011) Channel 4 Top Boy 2011 (season 1 ep

1) Channel 4Watch the next section of Series 1 Episode 1 of ‘Top Boy’ (4oD, available on Youtube).

Deconstruct the codes used to create the representations (audio, visual, technical)

How is the representation constructed?

Link this to theory. (Alvarado) – dangerous/pitied

Consider audience. Why is this representation constructed?