Stuart Hall theory 6

• Theory of representation.
• Hows something is shown to portray a certain subject.
• Producer is showing something again.
• Representation- The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events.
• How to structure an paragraph:
• who or what is being represented 
• how is the representation constructed through media language.
• what ideology is presented about the represented group.
• what is the societal impact of this message on the group being represented.

Lint lindor advert (2011).

• polysemy
• The advert cuts from different settings.
• In the kitchen theres only men.
• He is represented as smooth and luscious.
• women are presented as submissive as the man makes something women 'dream' about.
• The chocolate symbolises sex.
• combines the representation of sex.
• aimed at women age 25-45.
• chocolate better than sex.

superbowl ads.

• fantasy
• breaking 4th wall
• comedy
• stereotype
• lip sync
• binary opposition
• boastful
• references
• use of figures and icons

Reinforcement:
Stereotype: A commonly held belief about a certain group of people.

Essex stereotype: dumb, fake, dramatic, fast talking, loud.
Irish: Guinness, drinking, leprechauns, violent, potatoes
Norfolk: cheap, simple, bitter

stereotypes can cause self fulfilling prophecy.

Why stereotypes exist:

• allows audience to put people into categories.
• help people make sense of the world.
• allows audiences to identify characters.
• use as a warning to help people not to be scared of the unknown and to have a sense of order with the world and how it works.

Richard Dyer- The role of stereotypes

• An ordering process
• a short cut ( for producers)
• a reference point ( for audiences)
• an expression of dominant societal values.

A stereotype can't really ever be positive as its categorising people.