Representation in the Media

Definition:
By definition, all media texts are re-presentations of reality. This means that they are intentionally composed, lit, written, framed, cropped, captioned, branded, targeted and censored by their producers, and that they are entirely artificial versions of the reality we perceive around us.

When studying the media it is vital to remember this - every media form, from a home video to a glossy magazine, is a representation of someone's concept of existence, codified into a series of signs and symbols which can be read by an audience.

However, it is important to note that without the media, our perception of reality would be very limited, and that we, as an audience, need these artificial texts to mediate our view of the world, in other words we need the media to make sense of reality.

Therefore representation is a fluid, two-way process: producers position a text somewhere in relation to reality and audiences assess a text on its relationship to reality.

Hypodermic Needle Theory:
The media can just inject ideas and messages straight to an audience; very controversial.

Stuart Hall (1950)
Created this audience theory --> ENCODE + DECODE
Producers want us to read their media text with a 'Preffered' meaning. If we decode their encoded TV texts, we'll most likely agree with what they're saying. 
e.g. the Yorkie bar; specifically advertised that it's 'Not for Girls' so instantly woman decided to go against this 'ban', they hit the hidden meaning and went out and bought the chocolate bar that was meant to be for men.


In order to fully appreciate the part representation plays in a media text you must consider:

• Who produced it?
• What/Who is represented in the text?
• How is that thing represented?
• Why was this particular representation (this shot, framed from this angle, this story phrased in these terms, etc) selected, and what might the alternatives have been?
• What frame of reference does the audience use when understanding the representation?

Representations of women across all media tend to highlight the following:

• Beauty (within narrow conventions)
• Size/Physique (again, within narrow conventions)
• Sexuality (expressed by the above)
• Emotional (as apposed to intellectual) dealings
• Relationships (as opposed to independence/freedom)

Representations of men across all media tend to highlight the following:

• Strength - physical and intellectual
• Power
• Sexual Attractiveness (which may be based on the above)
• Physique
• Independence (of thought, action)