The media institutions use stereotypes because the audience will instantly understand them. Think of stereotype as a 'visual shortcut'. They are repeated so often that we assume they are normal of 'true'.
Archetypes:
This is the 'ultimate' stereotype for example for a stereotypical Essex girl people would imagine a bimbo blonde, high heels quite ditzy a lot of make up and fake tan but in realty this only a small proportion of Essex girls.
Countertype:
A representation that challenges tradition stereotypical associations of groups people or places.
Representation:
The way in which people, event and ideas presented to the audience created by the producers or anyone who makes a media text. What they choose to use is controlled by gatekeepers.
Media Moguls:
Rupert Murdoch
Who, what, why, where- When analysing representation
Who- Is being represented? Who is the preferred audience for the representation
What- Are they doing. Is their activity presented as typical or atypical? Are they conforming to genre expectations or other conversations?
Why- Are they present? What purpose do they serve? What are they communicating by their presence? Whats the preferred reading?
Where- are they? How are they framed? Are they represented as natural or artificial? What surrounds them? What is in the foreground and what is in the background?
DR CAGES
Disability
Regional identity
Class
Age
Gender
Ethnicity
Sexuality
Disability: Wheelchair user
- Treated differently from other humans
- Weak
- People with disabilities cannot do anything by themselves
- Cannot work and survive on benefits
- A disabled employee cannot possibly do better work than an non-disabled employee
- Cannot walk
Countertype: Steven Hawkins goes against all this, and is shown in the media as a very powerful person in the scientific world.
Regional identity: A French man
- Ride bicycles
- Wear striped clothing
- Carry onions
- Have moustache
- Wear berets
- Romantic
- Carry baguettes
- Love art
Class: Lower class
- Not well educated
- Unfriendly
- Dirty
- Lazy
- Substance abusers
- All criminals
Age: Teenagers
- Loud
- Obnoxious
- Addicted to social media
- Always up to no good
- Moody
- Out late vandalising
- Criminals
- Obsessed with materialistic things
Countertype: A teenager who wins an award for saving someone's life
Gender: Girls/Women
- Dependant on men
- Weak
- Fragile
- Do not like any sports
- All amazing cooks
- Home oriented
- Easily emotionally hurt
Ethnicity:
Sexuality : A gay man
- Feminine speaking tone
- Limp wrist
- Good shoppers
- Fashionable
- Haters of sports or any physical activities
- All love Broadway
- Gossips
- Weak and delicate
- Sassy
- Surrounded by a lot of girls
