Representation/Audience Theories

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Representations Theories

Theory 1: Stuart Hall’s theory of representation

Hall believes that all representations are constructed through signs/codes which are understood by the audience. He asserts that stereotyping reduces people and social groups to a few characteristics which are recognisable to audiences because they are reinforced over time. He argues that stereotypes tend to occur when there are inequalities of power.

Stereotypes- Often used in media as showcasing a culture.

Applying Hall’s Theory of representation: Consider-

  • What stereotypes are prevalent in advertising? How are they constructed? What key elements of stereotypes are therefore recognisable by the audience?
  • Are the stereotypes constructed by the audience either/both positive/negative?
  • How are subordinate (minority) groups constructed as ‘different’?, and the effects this has

Theory 2: David Gauntlett’s theory of identity

Gauntless asserts that the media provides us with the tools/ resources that we use to construct our own identities. Advertising offers us ‘role models’ suggest that we often ‘pick & mix’ which aspects of these products we want to use in the construction of our own identity.

He argues that the media today, unlike in the past, offer a more diverse range of stars, icons & characters. The 2018 JD advert is an example of this

When applying Gauntlett’s theory of identity, consider:

  • To what extent do the representations of gender differ from those in the past?
  • Do different sub-genres of advertising offer different types of representation?
  • How might an audience respond to the representations they see in advertising?

Audience

Demographic profiling: A way of categorising by dividing consumers into groups based on: (e.g. YouTube can tailor ads due to the content that you watch)

  • Age
  • Gender
  • Income
  • Education
  • Occupation etc

This means that this information can help advertisers determine their target audiences for products and develop adverts that focus on a specific demographic.

 

Psychographic Profiling: A way of categorising audiences based upon personality, values, opinions, attitudes & lifestyles.

There are 5 types:

  • Mainstreamers: (make up about 40% of the population), they like security, tried and trusted brands and like to think they belong to a group of like-minded people. They are persuaded by value for money and are less likely to take risks.

 

  • Aspirers: They want status and prefer brands which show their place in society. They are happy to live on credit and will buy designer label items. They are stylish and may be persuaded by celebrity endorsement.

 

  • Explorers: This group like to discover new things, they are attracted by brands and products that offer new experiences and instant results. “I knew them before they were famous”

 

  •  Succeeders: People who already have status and control, have nothing to prove. They prefer brands which are serious and reliable and believe they deserve the best.

 

  • Reformers: This group is defined by their self-esteem and self-fulfilment. They tend to be less impressed by status and not materialistic. They are more inclined to buy brands which are environmentally friendly/healthy.

 

Audience Theories

Theory 1: Stuart Hall’s reception theory

Hall believes that audiences are active- not passive. They engage with/repond to texts.

He suggest three main ways in which audience may respond to a media product:

  • The preferred reading

Audiences accepts the messages contained within a product, in the way the producer intended. Usually the case if a product reflects the ideas and beliefs of the audience (e.g. when you read a newspaper)

  • The negotiated reading

When the audiences accepts some of the product’s messages and disagrees with others.

  • Oppositional reading

Where the audience does not agree with the values, attitudes and beliefs of the product/its content.

This may be related to culture, age, gender or other factors affecting audience response.

 

Example: Straight Outta Compton’s representations of African Americans

Preferred Reading: Accept the meaning behind the film and sympathise with the characters from their tough lifestyles. The cultural significance of N.W.A and the positive aspect these had. Links to a realistic African American experience in areas like Compton.  -Prejudice police & brutality.

Negotiated Reading: Understand the messages behind the film about life in Compton, and the positive aspect of the men yet disagree with the representations of African American women in the film.

Oppositional Reading: The audience sees a mis-representation of African Americans (stereotypes) as rebellious and violent. That the film portrays all police are corrupt and therefore a dishonest outlook on society. Disagree with excessive use of drugs, violence and bad language being shown. Racism and prejudice against African Americans.

 

 

 

Theory 2: Albert Bandura’s Media Effects

Albert Bandura is an American psychologist who conducted research into media effects.

Social learning theory: Suggested that audiences may learn aggressive behaviour from viewing others. AKA The Hypodermic Needle Theory

He therefore theorised that:

  • The media implant ideas in the mind of the audience directly.
  • Audiences acquire attitudes, emotional response and new ways of behaving through copying those they observe.

This theory is criticised by many, (including David Gauntlett) as being outdated and unhelpful because it assumes that all audience members are passive and not actively engaging with the product.

Theory 3: George Gerbner’s Cultivation Theory

The idea that the exposure to repeated patterns of representations over long periods of time can shape and influence the way in which people perceive the world around them. (e.g. 1950’s sexist adverts are an example of this)

The idea that cultivation reinforces often outdated values or stereotypes. A reflection of the time period it is set in.

 

 

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