Learning objectives:
Consider how gender and national identity have been represented in a Budweiser TV ad.
Key terms:
Context - where the representation appears, for example the representation of young people may be different in a news bulletin compared to a situation comedy.
Encoding - The ideas and messages that are contained within the media text. These may reflect the ideas of the producers of the text.
Decoding - The different ways in which the audience interprets these messages.
Task 1: Watch the video clip below and consider the question; do boys and girls like "boys/girls toys" because they have been marketed to them, or is there something naturally programmed into our brains to select one type of play over another as a result of evolution and biology.
Write a paragraph and include the key media terms:
What do we mean by Representation?
In the context of Media Studies, this means the way in which aspects of society including gender, age, ethnicity and national or local identity are presented to an audience by specific media texts.
It is also important to consider how events and issues are presented in the media and what effect this ahas on audience response.
The way in which these areas are represented will change according to context.
The following questions are important to consider when dealing with representation:
What kind of world is represented by the media text?
How are stereotypes used in the text? What are their purpose?
Who is in control of the text?
Are there any values or ideas apparent in the text?
'All Geordies are Chavs' for example.
Who is the target audience of the text?
Will different audiences respond to representations in different ways?
What messages are contained within the text?
Encoding and decoding
The media are very powerful and the way in which they represent key areas of society, issues and events link directly to the ways in which audiences interpret, understand and respond.
Repetition by a media text of a particular representation over time makes that representation appear normal. For example, front covers of women's magazines continually bombard the audiences with unrealistic pictures of 'perfect' women.
The producers of media texts encode ideas and messages through the representations contained within the text.
The audience then decode the messages and may respond to them in a range of different ways.
The way in which women are represented in magazines may be accepted by some audiences who 'buy into' the message regarding body size. Other readers may challenge or ignore that message and will decode the text differently extracting from it what matters most to them.
All media texts, fact and fictional are constructed.
They offer versions of reality that have gone through a process of mediation.
The constructions contain messages and will be interpreted differently by different audiences.
The ideology of the creators will often be encoded into the constructed representations.
In the exam, be sure to demonstrate your understanding that representations in media texts
Do Not reflect reality.
Task 1:
Watch the ad below and discuss how gender and national identity have been represented.
Consider how gender and national identity have been represented in a Budweiser TV ad.
Context - where the representation appears, for example the representation of young people may be different in a news bulletin compared to a situation comedy.
Encoding - The ideas and messages that are contained within the media text. These may reflect the ideas of the producers of the text.
Decoding - The different ways in which the audience interprets these messages.
Task 1: Watch the video clip below and consider the question; do boys and girls like "boys/girls toys" because they have been marketed to them, or is there something naturally programmed into our brains to select one type of play over another as a result of evolution and biology.
Write a paragraph and include the key media terms:
- Representation
- Stereotypes
- Encoding - decoding
- Response
- Objectification
What do we mean by Representation?
In the context of Media Studies, this means the way in which aspects of society including gender, age, ethnicity and national or local identity are presented to an audience by specific media texts.
It is also important to consider how events and issues are presented in the media and what effect this ahas on audience response.
The way in which these areas are represented will change according to context.
The following questions are important to consider when dealing with representation:
What kind of world is represented by the media text?
How are stereotypes used in the text? What are their purpose?
Who is in control of the text?
Are there any values or ideas apparent in the text?
'All Geordies are Chavs' for example.
Who is the target audience of the text?
Will different audiences respond to representations in different ways?
What messages are contained within the text?
Encoding and decoding
The media are very powerful and the way in which they represent key areas of society, issues and events link directly to the ways in which audiences interpret, understand and respond.
Repetition by a media text of a particular representation over time makes that representation appear normal. For example, front covers of women's magazines continually bombard the audiences with unrealistic pictures of 'perfect' women.
The producers of media texts encode ideas and messages through the representations contained within the text.
The audience then decode the messages and may respond to them in a range of different ways.
The way in which women are represented in magazines may be accepted by some audiences who 'buy into' the message regarding body size. Other readers may challenge or ignore that message and will decode the text differently extracting from it what matters most to them.
All media texts, fact and fictional are constructed.
They offer versions of reality that have gone through a process of mediation.
The constructions contain messages and will be interpreted differently by different audiences.
The ideology of the creators will often be encoded into the constructed representations.
In the exam, be sure to demonstrate your understanding that representations in media texts
Do Not reflect reality.
Task 1:
Watch the ad below and discuss how gender and national identity have been represented.
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