Representation focuses on how an individual, group, issue or even has been constructed by a media text.
We refer to the person who creates a media text as the producer. We refer to the consumer as the audience.
You need to discuss WHY a group is represented in a certain way. It would be helpful to discuss who the producer may well be.
Let's consider news media as a case study. Journalism remains a popular career goal for both women and men. Of those entering a journalism degree, 60% are women. However, those who work at the highest level of journalistic jobs (editors, heads of department), only 10-15% are women.
So, who is it making media?
The assumption we can make, at least of mainstream news media. is that it is created overwhelmingly by men. This has implications for he ways in which women are represented. Put simply, things can get very one-sided.
What you need to remember when answering an audience question is that the producer will always embed a message, point of view, or ideology within the text. This message may be simple or complicated. It is likely to connote positive associations with the brand or institution associated with the text.
So ideology is a system of beliefs. But it has further value. According to The Dictionary of Media Studies (an invaluable reference book), the term 'ideology' is often used to describe the ways in which those in power use their power to distort meaning.
Additionally ideology can be used to normalise the dominant ideas of the ruling class. But what does this mean?
Case study - Mr Muscle
Have a look at this advert for Mr Muscle drain cleaner and consider the language that is used to describe the product and what it does.
POWER
BLAST
SUPER
TOUGH
MUSCLE
What connotations does this lexis have? Why has this mode of address been constructed?
There are two characters in this advert. The first is a stereotypical damsel in distress, on the verge of tears as she tries and fails to unblock a sink. The second, a brightly coloured, hypermasculine computer generated superhero with a variety of stereotypically masculine features. Together they form a definite binary opposition between two stereotypes.
Who is the target audience for this advert? This is a more difficult question to answer than you might expect.
Traditionally, advertisements for cleaning products have traditionally been aimed at women, and depict women using the product, usually in a domestic setting. This arguably confirms gender stereotypes and conforms to hegemonic representations of women.
The Mr Muscle advert bucks the trend by featuring a male protagonist. The woman is unable to complete the housework because she lacks the physical strength and attitude to unblock the sink. This can be connoted through mid-shot of her frantically attempting to unblock the sink and her grimaced, upset expression.
So the Mr Muscle campaign is probably targeting male audiences, with women as a secondary audience.
What is the impact of this representation on the target audience?
For both men and women, it confirms traditional ideological notions regarding power in male and female relationships. It's as old school as it's possible to get. A weeping princess is saved by a powerful knight. Of course, it's played for laughs, but the message comes through loud and clear. Women need a strong man to sweep them off their feet when the going gets tough! If this stereotype becomes normalised, it causes problems for both men and women.
A quick bit of research in to the corporate structure of the company that manufactures the product reveals that it's overwhelmingly men in the most prominent positions. When we realise who is making this statement, the ideology behind this construction arguably becomes a lot harder to swallow.
