StereotypesLook at what stereotypes are and why they are used by media texts

Discuss how stereotypes/countertypes are used by media textsIdentify some characteristics of stereotypes

Discuss how stereotypes are formed

StereotypesStereotypes are used to enable an audience to instantly identify and understand the meaning of a text. Stereotypes are an extreme form of representation . Certain aspects are focussed on and exaggerated. The ideas and values that these represent are part of the dominant ideology.

In texts, stereotypes are characters who are ‘types’ rather than complex people.

Stereotypes are usually negative representations and most have a lot of assumptions.

Stereotyping is often evident when there is a power imbalance between members of society. Relations from men and women, for example, could encourage the development of stereotypes on both sides. In the same way, disadvantaged minority groups (ethnicity, disability) often have stereotypes associated with them.

Task

• What stereotypes are you using in your short film? Why are you using them? How will your audience react to them? How will these stereotypes aid to understanding of the narrative/genre?

Why use stereotypes?

• Characters and plots are very quickly established Characters and plots are very quickly established through the use of stereotyping (especially important in through the use of stereotyping (especially important in sitcoms and soaps – half hour long)sitcoms and soaps – half hour long)

• Provide points of identification (“us”) and distancing Provide points of identification (“us”) and distancing strategies (“them”)strategies (“them”)

• Construct images of “otherness” which help to reinforce Construct images of “otherness” which help to reinforce and naturalise the status quoand naturalise the status quo

• Unconscious institutional or social prejudiceUnconscious institutional or social prejudice• Realism: some stereotypes can be argued to have a Realism: some stereotypes can be argued to have a

basis in realitybasis in reality• Institutions dominated by white, middle class male Institutions dominated by white, middle class male

producersproducers

What makes a stereotype?

• Appearance e.g.young people that choose to wear hoodies have a criminal tendency

• Behaviour - e.g. males being interested in football

• Attitude - e.g. males don’t want to be in serious romantic relationships whilst females are often represented as being fixated on the dream wedding

• The Media, stereotypes often fit the particular medium or genre. E.g. the same stereotype can be used in different ways depending on the form or genre of the media text

Representation of social group, gender, race, class etc

AUDIENCE

The target audience (age, gender, class) will influence the representations in the text.

Wide or niche audience?

GENRE

Most texts will be working in relation to a set of generic conventions and these will usually have an impact on the representations in the text (use of stereotype

INSTITUTIONAL CONTEXT

It is important to know who produced the text and why. This may shed some light on the nature of the representations in the text.

TECHNICAL CODESElements of texts which work to create larger meanings and values, e.g. camerawork, editing, mise-en-scene, narrative structure, sound.

The body language in these images is almost identical but Monroe is clearly being ‘caught unawares’ whereas Diaz is aware of the camera and is making eye contact with the audience. In addition, Monroe is displaying a modest attempt to cover her legs – the narrative within the image suggests the display of flesh is accidental. Diaz’s dress is a revealing one and so, along with the images repeated behind her, the connotations are that she is choosing to reveal her body and the overall impression created is that she is more in control than in the Monroe image. Monroe’s character appears more naïve – eveninnocent. Diaz is more knowing and active in the creation of the representation. These differences could be related to different attitudes towards women at these points in history although it is clear that they are still portraying similar stereotypes that are expectations within the genre of ‘romantic comedy’. Despite the time differences, the roles the women play in the films are likely to be very similar.

Choose at least 3 film posters and look at how age, gender, attitude, lifestyle and behaviour are being presented (what behaviours are assumed based on

their appearance?)

Film Poster Name

AgeGender

Attitude

Lifestyle

Behaviour

Film representing gender

• How are the characters represented?

• What evidence of stereotyping is there? Why?

• How do representations challenge or reinforce dominant conventions?

Extension Task

• Identify other genres where stereotypes are dealt with differently? • Consider the stereotypes of the ‘serial killer’ as depicted in

psychological horrors and compare this to their representation in factual or news programming.

• What qualities does a stereotypical policeman have in a drama compared to a comedy?

• Are young people depicted differently in newspapers than in magazines?