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Media Representation
infoWhy this? This unit develops students’ understanding of how media construct reality, represent individuals and groups, target audiences and operate within industrial contexts. It introduces key theories that are revisited throughout the course and are essential to all examined media products.
scheduleWhy now? Having already explored how meaning is created through media language, students are now ready to examine the impact of those meanings on society, audiences and industries. This builds naturally on the knowledge established in the opening unit
neurologyYou need to know
- Producers select, omit and combine elements to create representations.
- Stereotypes simplify social groups through repeated traits.
- Countertypes challenge established stereotypes.
- Representation can marginalise groups through omission or misrepresentation.
- Representations can reinforce dominant ideologies and power structures.
- Media language positions audiences towards represented groups.
- Hall argues that meaning is produced through representation and stereotyping is linked to power.
- Gauntlett argues that identities are fluid and negotiated.
- Producers use demographic and psychographic data to target audiences.
- Audiences use media for information, identity, interaction and entertainment.
- Early effects theories present audiences as passive.
- Bandura argues behaviour can be learned through observation and imitation.
- Media effects may develop through repeated exposure.
- Hall's reception theory includes dominant, negotiated and oppositional readings.
- Media organisations influence agendas and frame issues.
- Ownership and concentration can affect media diversity.
- Regulation seeks to protect audiences and maintain standards.
- Public service broadcasting has aims beyond profit.
- Blinded by the Light is a UK/US co-production studied as an industries CSP.
rocket_launchYou must be able to
- Analyse how representations are constructed.
- Identify and evaluate stereotypes and countertypes.
- Analyse omissions, visibility and misrepresentation.
- Identify dominant ideologies within media products.
- Explain how audiences are positioned by media language.
- Apply Hall's theory of representation.
- Apply Gauntlett's identity theory.
- Construct analysis of social groups in media products.
- Identify target audiences using demographic and psychographic factors.
- Analyse how products attract and address audiences.
- Apply uses and gratifications theory.
- Evaluate audience effects theories.
- Apply Bandura's social learning theory.
- Evaluate the role of media literacy and cumulative effects.
- Construct dominant, negotiated and oppositional readings.
- Analyse agenda setting and framing.
- Explain production, distribution and circulation processes.
- Apply theories of media power, ownership and regulation.
- Analyse the industrial context of Blinded by the Light.
- Make synoptic links between representation, audiences and industries.
Revision Quiz
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Congratulations! You have completed the quiz.