Representation

Narrative

• All media texts have some sort of story

• Narrative is how these are organised

• Adverts often have the “its better now” narrative

• Narrative works within genre

Genre

• Different types of media products have different repeatable and recognisable codes and conventions

• Sometimes we take pleasure of the text when we guess these

Postmodern

• Everything’s been done before!

• Media texts are often self-referential, ironic, parody other texts, borrow styles from things and mix it up

Representation

“the cultural activity of making and communicating meaning.

Events, people and issues are represented in media output and in cultural situations. These representations are often diverse and contrasting”

Representation• Re – Presentation

• Construction – not transparent window onto reality• Never present the world directly• Contributes towards people making an assumption or taking things for granted – shifts public opinion

Stereotyping

• An over simplified representation used to categorise and evaluate all members of a particular social group

Ideology

• = a set of ideas which produce selected view of reality.

• Ideology helps keep power in place

• Adverts legitimise ideologies by repeating pre-conceived ideas