Task 5 starter

Representation = The way that something is presented by media

• Gender
• Age
• Lifestyle
• Ethnicity
• Class
• Communities
• Sub-cultures
• Ideal lifestyles
• Ideal self
• Ideal partners

Ideology = Belief system

A.) Active and passive

Two schools of thought:

1.- Hypodermic syringe (Theodore Adorno, 1930s)- media has a negative impact. Mass audiences believe everything that they see and hear.

Issues about Violence
Issues about sexual content
issues about representation
Positive impact/ Role models

2.) Other school of thought- We are able to filter and adapt to content in media (Gauntlett). We have uses and gratifications theory - People use media for their own purpose?


B.) Representation

Who is being represented
all representations are mediated (Hall, 1980)

Is there use of stereotypes/ countertypes (Perkins, 1979). Not all stereotypes are negative.


Representation of women - are they objectified (Mulvey,1975). Representation of men (Earp and Katz, 1999) - 'equation of masculinity with pathological control ad violence.'

Representation of Gay people (Butler. 1993)- are they stereotypical.     

Alvarado (1987) - Ethnicity 'exotic, dangerous, humorous, pitied'.

 C.) Legal and ethical

Legal- copyright infringement? - Main worry in film industry illegal downloading?

Ethical - offensive material? sensationalism? Censorship - has the film been censored?

Digital economy bill 2014

Sensationalism - When you exaggerate something n order to get more views.


C.) Regulatory Bodies

BBFC - Who are they? what is the age range? did the age range get changed at any time? is it different to the US? How does the film keep to the guidelines it has set for the film.

ASA - Who are they? CAP codes regulate print material? Show the codes in your vlog - how does your marketing in posters etc adhere to the rules set.