Stereotypical representations

Stuart Hall

-Said that representation is the production of meaning through language (spoken or visual)

-Suggested reality is mediated through language

-reality -> media machine (language) -> 'reality'

-Means the truth is filtered through perspective of person making the media



By these newspaper front covers, the producer makes their opinion obvious to their readers.

Richard Dyer

-Wrote in 'The Role of Stereotypes" about how the complexity and diversity of a group or individual is reduced to a few limited characteristics.
-Steryotypes exaggerate difference, which may create conflict between groups
-The media may not invent stereotypes, but do enforce them
-Steryotyping is a way of imposing order on diversity by oversimplifying traits
Stereotypes are a way of quickly conveying information about a character
Seeing certain assumptions may help construct audience perspective of them
-Identities can be constructed and communicated via stereotypes
-Those with power stereotype the less powerful

Laura Mulvey

-Argued that the audience (male or female) view women from the vantage point of a heterosexual man
-This is called Male Gaze
-It suggests that females are objectified in the media and are there for the viewing pleasure of the camera


Audience Positioning: Key Terms

Voyeurism - gratification from observing others when they are not aware
Scopophillia - deriving sexual pleasure from looking
Fetishism - Dehumanizing an object and transforming into something satisfying
Exhibitionism -Welcoming and encouraging an objectifying gaze
Narcissism -

Audience Coding - Roland Barthes

-Said texts were either open or closed
-He said none were fully one or the other, however some texts attempt to restrict their meaning more than others
-Some texts encourage polysemy (multiple meanings) and are open texts
-Some texts discourage polysemy and are closed texts

Open texts - poetry, experimental / independent film, abstract art, music lyrics
Closed texts - Instructions, recipe books, TV commercials, advertisements, leaflets