Stuart Hall's Representation Theory

Overview

• Stuart Hall's representation theory involves how media use stereotypes.
• Representation comes in three main parts according to his theory:
  1. The use of stereotypes by media
  2. The creation of stereotypes by media
  3. The influence of dominant hegemonic groups on these stereotypes

Use of Stereotypes

• Definition: Stereotypes reduce a group of people to minor characteristics.
• Examples:
  • Women are often portrayed as mothers, emotional, and housewives.
  • Men are often shown as strong, brave, and big.
  • Ethnic minorities are often depicted negatively, such as dangerous or criminal.
• Media often relies on stereotypes across various products.

Creation of Stereotypes

• Media not only uses stereotypes but often creates them.
• Stereotypes are frequently the product of media interpretation of society.

Influence of Dominant Hegemonic Groups

• Dominant groups in society often influence media stereotypes.
• Examples of Dominant Groups in Britain:
  • White, middle to upper-class, rich males.
  • Media companies often owned by this demographic.
• Impact:
  • People from outside these groups are often stereotyped negatively due to the lack of diverse representation in media ownership.
  • Few women or people of color in top media positions lead to vulnerable groups being poorly represented.

Analyzing Media Texts

• Identify Stereotypes:
  • Look for stereotypes related to gender, ethnicity, age, etc.
• Explore Creation of Stereotypes:
  • How were these stereotypes developed?
• Consider Hegemonic Influence:
  • Who owns and makes the media product?
  • Explore if ownership influences the presence of stereotypes.