Representation - Tide Media Theory Flashcards
Which theories can be applied for the Tide text?
- Theory of Representation by Stuart Hall
- Theory of Identity by David Gauntlett
- Feminist Theory by Liesbet Van Zoonen
- Feminist Theory by bell hook
Who made the Theory of Representation?
Stuart Hall
Who made the Theory of Identity?
David Gauntlett
Who made the Feminist Theory (which explores positive feminine constructions in media)?
Liesbet Van Zoonen
Who made the Feminist Theory? (Which explores all female races)
bell hook
Explain the ‘Theory of Representation’ by Stuart Hall
The process by which meaning is produced and exchanged between members of a culture through the use of language, signs and images which stand for or represent things.
Application of the Theory of Representation to the Tide text.
The images of domesticity (including the two women hanging out the laundry) form part of the “shared conceptual road map” (desirable outcome) that give meaning to the “world” of the advert. Despite its comic strip visual construction, the scenario represented is familiar to the audience as a representation of their own lives.
Explain the ‘Theory of Identity’ by David Gauntlett
The exploration of how audiences can identify with themselves and establish their role in society all through the power of media.
He believed that people having a route to self-expression, and therefore a stronger sense of self and participation in the world, through making and exchanging online can be places of conversation, exchange and transformation.
Application of Theory of Identity to the Tide text
This theory can be applied to Tide as the
women in the advert act as role models for domestic perfection for the audience members; they are able to construct their own identity against the characters in the text, thus demonstrating a traditional role of femininity.
