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Driving Test

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  MEDIA REPRESENTATION Media Representation is the result of media showing or describing people, places or events. Media messages can be analysed through class, age, gender, ethnicity and/or disability.  A  stereotype  is a characterisation of a certain group or individual that has certain features, they can be both positive or negative however they are often generalised and inaccurate, media representations work by reinforcing these stereotypes. Roland Barthes,  who studied signs in media argued that values that we attach to these stereotypes are not natural but created by society. When producing these stories, decisions are made to represent them in certain ways, for example they have to understand who their target audience is, what political views the newspaper is aligned with eg The Daily Mail is more right wing whereas The Guardian is more left wing.  Staurt Hall  is a theorist who believed that media is an active agent in shaping and affecting th...
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Assesment

 Explain how viewpoints and ideologies are communicated by the media language used in adverts. Refer to Source C to support your answer. The advertising industry is a powerful and important industry that can shape and create ideas that are then pushed onto audiences and consumers who see these adverts. In the UK in 2024, the advertising industry saw a total spend of £42.6billion, because this industry is worth so much, brands want to make sure that the messages and ideas they are pushing out are meaningful and effective.  Within the industry, certain brands can create different ideas and values by forming a narrative which they will then include in their adverts.  Dove are a beauty and personal care brand who focus on uplifting women and promoting self confidence, since 2004, Dove have had central idea that is key to their success. 'Real Beauty' is the tagline used, this brand focuses not on supermodels and celebrities in their adverts, but real people and real lives. Thi...
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representation

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  Hall - the concept of the other  The idea that media representations define a 'norm' which they encourage the audience to identify with and portray those outside this norm as 'other' lesser and alien. You, are one of us, they don't belong and they are less important Us vs them ideology Binary opposition Colonialism and post colonialism Colonialism - when one country goes to another place, takes control of it and uses its land, resources and people for its own benefit. Post colonialism -  loss of power and resources - they no longer take control of the colonies  cultural reflection  post colonial reflection  Paul Gilroy - post colonial theory The political context which characterize multicultural societies is linked to our imperial and colonial history Gilroy connects a country ideas of race, racism, immigrants, and national identity to its imperial past He argues that the near worship of WW2 era Britain obscures the reality of modern, multi-cultural Brita...
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