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Representation - Stereotype Theory

The document discusses theories of stereotypes and representation from three theorists: 1) Richard Dyer (1979) argued that stereotypes are used by those in power to stereotype groups with less power, such as gay men, racial minorities, women, and the working class. 2) T.E. Perkins (1979) contended that stereotypes are not always negative and may contain elements of truth. 3) Medhurst (1995) viewed stereotypes as a media shorthand that allows news media to quickly communicate with audiences, with some genres and mediums relying on stereotypes more than others.

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2K views

Representation - Stereotype Theory

The document discusses theories of stereotypes and representation from three theorists: 1) Richard Dyer (1979) argued that stereotypes are used by those in power to stereotype groups with less power, such as gay men, racial minorities, women, and the working class. 2) T.E. Perkins (1979) contended that stereotypes are not always negative and may contain elements of truth. 3) Medhurst (1995) viewed stereotypes as a media shorthand that allows news media to quickly communicate with audiences, with some genres and mediums relying on stereotypes more than others.

Uploaded by

mediamiss
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The Politics and Theories of

Stereotypes and
Representation

Lesson Objective:
Apply stereotype theory to
representations in news media.
Three major theorists
• Key texts:
• ‘The Role of Stereotypes’, Richard Dyer, 1979.
• ‘Rethinking Stereotypes’, T.E. Perkins, 1979.
• Medurst lecture at Chichester University, 1995.
• Dyer (1979) suggested that stereotypes are
always about power – those with power
stereotype those with less power.  Hence he
argued there were more recognisable
stereotypes of gay men, non-white racial groups,
the working class and women in society.
RICHARD DYER
• Dyer (1979) suggested that stereotypes
are always about power – those with
power stereotype those with less power. 
Hence he argued there were more
recognisable stereotypes of gay men, non-
white racial groups, the working class and
women in society.
T.E. PERKINS
• Perkins (1979) suggested that
stereotypes are not always negative and
they often contain an element of the truth. 
The English have been stereotyped by the
French as ‘Roast beefs’, as this used to be
the traditional Sunday lunch in England.
MEDURST, 1995
• Medurst (1995) has suggested that
stereotypes can be seen as a type of
media short-hand that provides an easy
point of contact when the text needs to
communicate quickly with the audience. 
Some genres and mediums are more
prone to the use of stereotypes than
others, for example, stereotypes are often
seen on television in adverts and sitcoms.
FOLDERS
• Unit and year overviews and the
specification
• Definitions
• MEST 3 – Representation, New and Digi
Media: NOTES, HANDOUTS
• MEST 4: COURSEWORK
• THEORIES
• MARKED WORK
Independent Study
• Read Dyer essay
• Annotate and underline key points
• Choose a media text of your choice in which
teenagers are represented and decide whether
Dyer’s view that those with less power in society
– of which teenagers are one group – are more
stereotyped than those with more power is valid
within that text.
• This is a MARXIST interpretation of
stereotyping.
• FOR DISCUSSION ON THURSDAY
STEREOTYPES
• Label with:
• - WHAT is the representation?
• - HOW is it created?
• - WHICH theorist applies and why?
What factors might LIMIT the range
of representations available?
• Appeal to advertisers – Channel 4 lost over $1 million of
advertising after showing 2 men in bed together in
‘Thirtysomething’ in 1987.
• Regulation – voluntary – serving a ‘D Notice’ asking
institutions to voluntarily withhold something from
publication (in the 1990s a senor military officer left
computers containing battle plans in his car which were
stolen – British newspapers asked not to publish as it
might endanger the war effort).
• Censorship – offensive representations banned e.g. the
incitement of racial or ethnic violence is a criminal offence.
• Public Service Broadcaster values – duty to convey a
range of representations to appeal to a wide demographic.
THIS IMAGE OF THE CAR IN WHICH PRINCESS DIANA DIED
WAS NOT PRINTED BY THE BRITISH MEDIA BUT WAS
RELEASED ON THE INTERNET. WAS THIS THE RIGHT THING TO
DO? ARE THESE PICTURES IN THE PUBLIC INTEREST? HOW
HAS THE INTERNET INFLUENCED CENSORSHIP?
REPRESENTATION and
CENSORSHIP
• MINORITY GROUPS
• THINGS YOU ARE NOT ALLOWED TO
SAY ABOUT:
• Women
• Men
• Homosexuals
• Black people/ethnic groups
Have your news representations
been influenced in any way y
issues surrounding regulation and
censorship?

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