Representation driving test summary

 Stereotype is a characterization of a individual or group that has certain features, they work as symbolic codes and signs. Stereotypes are often generalised and inaccurate. The frequency makes them more accepted in society.

Archetype - someone who looks like they act in a manor you would expect

Countertype- someone who is opposite to how people see them as

Ideology- ideas of someone

How the media portray events, issues, individuals and social groups

You cannot think about anything in media without thinking about representation. Representation works by enforcing stereotypes, a stereotypes is characterization of an individual or group that has certain features. Work as symbolic codes or signs. They are more acceptable in society due to frequency their used.

Barthes, the creator of semiotics, the study of signs, suggests that the values attributed to these stereotypes are not real but are used to reinforce dominant groups in society. Middle-class, educated, white men will always be seen in a positive light

Stuart Hall: Representation theory

Hall was born in colonial Jamacia and educated at oxford became intellectual in mass culture.

The dominant hegemonic position a ' preferred reading' that accepts the text's messages and the ideological assumptions.

Negotiated position: Reader accepts text's assumptions but disagrees with aspects

Oppositional position: Rejects all the text's assumptions

Hyper reality theory

Hyper reality is where a person consumes so much artificial media to represent a better reality, however at the frequency they consume it it then becomes reality to them and overrules the reality of the real world.

A popular example of Hyper reality is the Disney castle as it is a castle but is made to look different and far more grand than a real castle so it distorts our belief of what a castle should look like through the frequency that we see it.

Van Zoonen theory

Van Zoonen suggests we live in a patriarchal society dominated by men. Women are represented as accessories to men, and are often objectified, rather than admired, as with the male body.

An example of this is the Jimmy choo man advert we looked at in lesson.

In this Jimmy Choo advert the woman is represented as a simple accessory for the man, first by literally being on his shoulder. As well this conveys a sense of ownership and that the woman is a possession of the man that is highlighted by the de personalization of the woman with the woman's head cut out of the mid shot with the full focus on the male model. The man's grip on the woman's leg amplifies the ownership aspect. On the other hand, the man is represented to be a dominant classic masculine trope, with a stern facial expression and wearing a dark outfit with a leather jacket to make him look stronger and more powerful.