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REPRESENTATION
WHAT IS REPRESENTATION?
• Representation refers to the construction of any medium of aspects of ‘reality.’
• It can be a single image, a sequence of images or a whole programme.
• The media does not present reality they ‘re-present it’ – they are representing things that have already occurred.
HOW DOES REPRESENTATION WORK?
• Representations invite audiences to understand them and agree with them in certain preferred ways.
• Different interpretations are possible to some extent, depending on the audience.
• Whatever representations are used, there are ideologies, meanings and values that are implicit in that presentation.
• This gives great power and responsibility to media institutions as the representations can influence social attitudes in many different ways.
POWER OF REPRESENTATION
• Stereotypes are used to help an audience instantly identify and understand the meaning of a text or media.
• They are an extreme form of representation and can sometimes be focused on and therefore exaggerated.
• Stereotypes are usually negatives representations and most have many assumptions.
STEREOTYPES
• Ideology is a set of beliefs and ideas that are presented in a media text. Dominant ideologies are those which are accepted and understood by the majority of people as part of our culture and expectations.
• O’Sullivan – States that underpinning most of the media, various powerful vested interests operate to ensure that particular representations are manifested.
• Noam Chomsky – argues that the media serve the interests of the state and corporate power.
IDEOLOGY
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