PLAN
Intro
- Mediation - Process of a media outlet using focussing and selection vs rejection in order to create a false or representation of a particular group or issue - often conforming to stereotypes. David Buckingham - "The media do not just offer a transparent window of the world, but a mediated one. They don't just present reality, they represent it."
- It could be argued that mediation is a processed used that it imperative to the economy of the industry - Merrin (2005) - "The media do not reflect and represent the reality of the public, but produce it, employing this simulation to justify their own continuing existence"
- Mediation to maintain hegemony (Gramsci). - Dyer (1979) "Stereotypes are all about power, those who have power stereotype those without power" - Media corporations are powerful, and are controlled by those with wealth and influence
Youth
Contemporary
- Youth are an identity group that are often misrepresented in the media in the present day.
- Youth Media Agency - 76% of the reporting of young people in the media is negative.
- In contemporary media, youths are often portrayed as: rebellious, violent, part of an artificial tribe (in line with Ann Gould's 6 youth stereotypes) Attack the block conforms to this.
- E.g Attack the Block (2011), Joe Cornish - a group of youths in East London whose estate becomes under attack from aliens. Throughout we are presented with themes of murder and drugs (when The gang and Sam decide to go to Ron's safe room on the top floor and hide out there, but are shot at by Hi-Hatz, a drug dealer) as well as theft and general deviance, such as in the opening scene when the gang attempt a mugging on a young, white female in the estate
- Ill Manors (2012), directed by Plan B also reinforces these stereotypes by using similar archetype characters, and themes of drug use, murder and sexual abuse throughout.
- The portrayal of youth in this product could create the a negative impression of youths, especially when considering Gerber's Cultivation Theory - people who consume lots of media tend to overestimate the amount of crime. This could lead to them being considered Folk Devils (Stan Cohen), and lead to a Moral Panic.
- Active viewers (Uses and Gratifications theory) vs. Passive audience (Hypodermic Needle model)
- Youths become an empty category in representation and represents adults concerns, (Giroux) in order to maintain social order (Acland)
Historical
- Historical texts both reinforce and contrast with modern representations of youth.
- The Young Ones Musical (1961), Disney J Furie contrasts with this, presenting youths as :
- Inclusive/inspirational to younger generations - beach scene where children surround Nicky (Cliff Richard) as he sings
- Polite and caring/helpful asset to community - Nicky, played by Cliff Richard helps young child into boat at harbour area. Social but responsible, socialising in a dedicated space.
- Social norms and structures that make up the structuration process (Anthony Giddens) have changed from one point to another, leading to a change in representation over time.
- In contrast Quadrophenia, (1979) directed by Franc Roddam shows a similar representation to the contemporary text.
- The film stars Phil Daniels as Jimmy, a young 1960s London-based Mod who escapes from his dead-end job as a mailroom boy by dancing, partying, taking amphetamines, riding his scooter and brawling with the motorcycle-riding Rockers.
- Hebdidge - "A subculture is a group of like-minded individuals who feel neglected by societal standards and who develop a sense of identity, which differs to the dominant on to which they belong."
- - Drug taking - Violent - Sex orientated - Link to Ann Gould's stereotype
- Even though the type of violence used by youths in modern films such as Attack the Block or Ill Manors seems much more extreme, the youth in Quadrophenia are still portrayed as having the same aims and destructive behaviour which at the time, created a massive moral panic in society.
- Hegemony reinforced, policing and parental force used
Gender
- Females are a second group that often suffer misrepresentation in the media, many arguing that that the patriarchic nature of society and large media institutions is responsible for this - reflected by the fact that whilst 23% of news reporters are female, 77% are male.
- It may be argued that there has been a significant change in the ways that females are represented in the media over time, with historical media texts often presenting characters using traditional binary gender roles, such as by domesticating the female whilst placing her male counter part in a more powerful, working position.
- EG Fairy Liquid Ad 1966, shows the female washing up (domestic role) appearing to teach child as she does it, assuming that she will have the same role one day. Paying attention to ensure hands kept in good condition - representation of beauty, and presenting as object of male.
- I believe that in the modern day there is more of an effort, albeit sometimes a tokenistic one, to counter these stereotypes, such as through modern adverts such as the ARIEL liqui-tabs advert of 2012, which shows the male to be in a housekeeping role, doing his own washing, whereas historically, media representations of females may suggest that this would be their duty.
- The way that she is presented as an object of the male however still takes place in contemporary media. Laura Mulvey (1975) suggests that audiences are made to view texts from the perspective of a heterosexual male, in her Male Gaze theory, reinforcing this.
- Robin Thicke Blurred Lines
- Effort to counter gender stereotyping: Kill Bill, Quentin Tarantino, starring a female protagonist in a powerful role - however, still sexualised through the latex outfits
- However, Miriam Hanson's Theory of the Female Gaze (1984) suggests that the positioning of the audience to view a text from a females perspective is also common - Diet Coke Ad 2013.
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