Introduction to Representation and Gender Flashcards
what is representation?
The way aspects in society and social identity are presented to an audience through the constructions of media texts and through media language
what is context?
environment that surround a product at the time of its creation or reception that may affect its meaning
what is construction?
The process by which a media text is shaped and given meaning through a process that is subject to a variety of decisions and is designed to keep the audience interested in the text.
what is a stereotype?
recognized characteristics are used to label members of social or cultural groups
what is mediation?
basically the process of altering the media before it gets sent out to the public.
what is anchorage?
The words that accompany an image (still or moving)
what are the three points of Stuart halls representation theory?
- Representation is the way meanings are produced through signs and codes
- Stereotyping reduces people to few simple, recognizable characteristics
- Stereotyping occurs in inequalities of power
what are the three points of David gauntlet’s theory of identity?
- Media provides audience with tools to construct their own identities
- products used to conveyed straightforward messages about ideal gender identities
- Contemporary products offer audiences diverse range of icons and characters, they can pick & mix ideas.
What is Patriarchy?
a system of society or government in which men hold the power and women are largely excluded from it.
What is Feminism?
the advocacy of women’s rights on the ground of the equality of the sexes.
Contemporary Context
2019 - ASA enforced a new code which bans any adverts that depict men and women in gender-stereotypical activities
What is the meant by the term ‘New Man’?
men who reject sexist attitudes in touch with femininity
