Theory - Representation + Sterotypes

Stereotypes have been made to group people together to make events and issues more digestible to audiences. Rather than texts representing people as individuals media represents them in the way of some of the people in a group. Stereotyping groups from one or two individuals has its problems as it can mean people will judge people for wearing a certain types of clothing because they think they do what other people do wearing those clothes. Stereotypes in moving media are often exaggerated, and entire countries are grouped to all be good/bad at the same things. For example the Americans are patriotic.

Tessa Perkins - 1997

" Stereotyping is not a simple process and contains a number of assumptions that can be challenged. She identifies 5 assumptions;

- There not always 'false' - Cowboys do wear hats - The question is to what extent social groups consciously adopt stereotypical signs in order to identify themselves, and to what extent the mass media amplify these social acts of communication, deliberately.

- Stereotypes can be positive to some existent Germans are efficient although there always backhanded compliments as Germans are seen to be ruthlessly efficient.

- Stereotypes can be held about ones own social group, the English have stereotypical images of themselves for example young British women drink to much

- Not always concerned with oppressed groups, celebrates are self righteous

- Not always minority groups which we have little direct experience, stereotypes of men and women, everyone has wide spread experience off

- Stereotypes can be simple and complex at the same time, Marilyn Monroe being a dumb blonde, which represents her as having a lack of intelligence

- Not rigid or unchanging, stereotypes change and evolve as they are based around struggles and power which changes over time.

- people don't believe or disbelieve in stereotypes they can 'work' for us to communicate without necessarily agreeing with them.

- Stereotypes don't always influence are behaviour and attitudes, it is possible to 'hold' a stereotype without believing in it. The reaction of the viewer will depend on the complex set of social, historical and individual experience.

Everyone stereotypes even if they don't mean to, especial in media every character is a stereotype to a certain existent. My stereotype is a girl who is in fear of her future, Lily Allen. Stereotypes mean that audiences can relate to text so it is not always a bad thing.

Leon Festinger

Festinger has a theory of 'cognitive dissonance' argued that we resist adjusting out attitudes unless faced with overwhelming evidence against it. Believed that we seek out confirmation of out thoughts/beliefs.