Representations

-A representation is the way in which people, events and ideas are presented to an audience. The media will take something that is already there and represent it to us in a way that they choose.

-Representations are created by media text producers. What they choose to present to us is controlled  by Gatekeepers.

Gatekeepers: Any person involved in a media production with the power to make a decision about                             something the audience are allowed to read, hear or see, and not get to see.


Stereotypes: Media industries use stereotypes because the audience will instantly understand them.                         Stereotypes are like 'visual shortcuts', they are repeated so often we end up seeing them                       as normal/ true.

Archetypes: The 'ultimate' stereotype, e.g. the white stiletto wearing, big busted, brainless, blonde                           bimbo.

Countertype: This is a representation that challenges traditional stereotypical associations of groups                           of people or places.


Disability 
Regionalism 

Class
Age 
Gender
Ethnicity 
Sexuality 

 This advert for Alcoa Aluminium shows that a stereotype related to women is that they are weak. The caption "you mean a woman can open it...?" suggests that women don't have enough strength to even open a lid on a bottle. The shocked expression on the woman also shows how it may be a rare occasion that a woman can open a bottle further stereotyping them as weak.

 This more modern advert has sexualised the woman. The ad is for a Tom Ford men's fragrance. the right image shows a man being clung onto by a woman's hand suggesting that women are sexual objects to men. This is further supported by the left image, where the bottle of fragrance is placed over a woman's intimate area therefore stereotyping them as a sexual goal/ object for men. As well as this, the let picture shows the woman as having soft, clear, spotless intimate skin, therefore suggesting all women should look like that.

This Wonderbra advert is once again sexualising women. It is suggesting that a bra is a sexual item of clothing instead of showing its real purpose of supporting women. The caption "Hello boys" further shows how the woman has been sexualised and stereotyped that as she is only wearing her underwear, she therefore only wants the attention of boys.






Countertype example:
This music video is for Beyoncé's- Grown Women. The thought behind the song is that woman can do whatever they want and are strong, independent and don't need men.