Richard Dyer, (1983) gave some questions to keep in mind when analysing media texts in reference to representation;
- WHAT SENSE OF THE WORLD IS IT MAKING?
- WHAT DOES INT IMPLY? IS IT TYPICAL OF THE WORLD OR DEVIANT?
- WHO IS IT SPEAKING TO? FOR WHOM? TO WHOM?
- WHAT DOES IT REPRESENT TO US AND WHY? HOW DO WE RESPOND TO THE REPRESENTATION?
A hegemonic view of society, fundamental inequalities in power between social groups. Groups in power exercise their influence through culture rather than by force. Origins in Marxist theory, ruling capitalists class are able to protect their economic interests. Representations are encoded into mass media texts in order to gain this - reinforce dominant ideologies in society.
Links to Roland Barthes (1973) which states that ideologies work through symbolic codes, which are mythic in the sense of having the appearance of being natural or commonsense.
Judith Williamson (1978) said that advertisements rely heavily on myths, using cultural signifiers to represent qualities which can be realized through the consumption of the product. This links back to Abraham Maslow's hierarchy of needs theory, 1954.
FEMINISM
Masculinity and femininity are socially constructed. Feminism is a broad term that refers to a range of issues and topics that link to the assumption of gender inequality in society, patriarchy excercised at the right of women interests and rights. O'Sullivan et al (1998) states that ideas about gender are produced and reflected through language. The idea of feminism is particularly strong in music videos, as commonly women's bodies are objectified in them.
This idea of feminism relates closely to Laura Mulvey's (1975) theory - the Male Gaze. This states that women are just there for the visual pleasure of men. Meaning that the media objectifies women, no matter the audience and they are meant to accept this view.
Carol J Clover states that in slasher films, the antagonist is stopped by the 'Final Girl'. The final girl is always innocent, who abstains from sex and is possibly not as attractive as the other female characters in the film.
POSTMODERNISM AND REPRESENTATIONS OF REALITY
Julian McDougall (2009) says that in a world focused on and revolving around media, the distinction between reality and media representations become blurred. Daniel Strinati (1995) details that "relality is now only definable in terms of the reflection in the mirror".
Jean -Francious Lyotard (1984) and Jean Baudrillard (1980) both believe that the idea of truth needs to be deconstructed so that dominant ideas can be challenged. Baudrillard used the concept of hyperreality - where society is no longer composed of anything original for a sign to represent, the sign is now the meaning. He argued we live in a society of simulacra - simulations of reality in replacement of the real.
STEREOTYPES
O'Sullivan et al (1998) details that a stereotype is a label that involves a process of categorization and evaluation.
The term 'stereotype' was first introduced by Walter Lippman (1956) which was not initially a negative term, but one that was meant to be a short cut or ordering process. In terms of ideology, stereotyping means support is provided by one groups differential against each other.
Orrin E.Klapp (1962) made a distinction between stereotypes and social types, with Klapp defining social types as representations of those who belong to society. That there are kinds of people that you should expect and are led to expect in society, whereas stereotypes are those who do not belong or are outside of the society.
A slightly contrasting view is that of Tessa Perkins (1979) who says that stereotyping is not a simple process, identifying some ways that stereotypes are assumed to operate are not true;
- NOT ALWAYS NEGATIVE
- ARE NOT ALWAYS ABOUT MINORITY GROUPS OR THOSE LESS POWERFUL
- NOT ALWAYS FALSE - SUPPORTED BY EVIDENCE
- NOT ALWAYS SOLID/UNCHANGING
She argues that if stereotypes were simple, they would not work culturally and over time.
Richard Dyer (1977) says that if we are going to be told that a film is about an alcoholic, we will know it is either going to be a story of inspiring redemption or sordid decline. This is a particularly interesting use of stereotypes in which the character is constructed at the level of different factors including dress and performance, but, in terms of narrative the stereotype is not implicit.
My planning and plot will relate to the idea of representation in a few ways, and link to the theories. For example, my trailer will link strongly to the idea of feminism, as the female characters are going to come across as weaker than the male character who will effectively be in control. This however, will flip and relate to Carol J Clover's (1992) theory about the 'Final Girl' as the girl that gets away and effectively defeats the psychopath. My trailer will also link into the idea of stereotypes, as the murderer will conform to most conventions of a horror film murderer to make him easily identifiable as the antagonist. The female characters will also link into the stereotypical victims convention, being blonde and stupid enough to decide staying in the abandoned house is a good idea.
My planning and plot will relate to the idea of representation in a few ways, and link to the theories. For example, my trailer will link strongly to the idea of feminism, as the female characters are going to come across as weaker than the male character who will effectively be in control. This however, will flip and relate to Carol J Clover's (1992) theory about the 'Final Girl' as the girl that gets away and effectively defeats the psychopath. My trailer will also link into the idea of stereotypes, as the murderer will conform to most conventions of a horror film murderer to make him easily identifiable as the antagonist. The female characters will also link into the stereotypical victims convention, being blonde and stupid enough to decide staying in the abandoned house is a good idea.
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