Introduction to representation

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Introduction to representation

Key Theory 6 - Stuart Hall - Theories of representation 

Representation - To show again, done by the producer. The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events. 

Representations construct reality.

How to write and talk about representation:

  1. Who or what is being represented?
  2. How is the representation constructed through media language?
  3. What ideology is presented about that about the represented group?
  4. What is the societal impact of this message on the group being represented?

Polysemy - means multiple meanings.


Lindt lindor - Do you dream in chocolate? (2011)

  •  Seductive sounding voice over, with a middle-class accent.
  • The chef at the start is the master chocolatier, giving the Lindt chocolate a luxurious feel.
  • The master chocolatier looks European - such as France, Austria, Germany. The connotations of these countries are that they produce great chocolate. These are exotic, making the audience believe that the chocolate is luxurious.
  • He is looking at the chocolate, reinforcing the importance of it.
  • The representation of men. The mise-en-scen of the chocolatier's hat shows he is a chef, and not a factory worker. He is a professional. 
  • Kids are not going to understand the sexual side of the advert
  • The woman closes her eyes, function as a symbolic code, suggesting an orgasm to the audience.
  • The word 'passion' is used, connoting sexual passion.
  • Message about men and women. Men should work, women stay at home.
Superbowl commercial break 2019
  • White people are represented as bland and boring. White, working class Americans. This is reinforced by the setting. It is bland, boring and straight-forward. The diner is standard in America.
  • A whip pan is emphasised by the sound effect.
  • The black person is wearing shades, dreads, chains. It is a stereo-typical representation of a  black man. This is supposed to be funny because he does not belong there.
  • The music is distributed around, like a crowd watching.
  • There is loud bass, hiphop, trap/rap music associated with black people. Her own song, I Like It.
  • Cardi B is attractive, the other woman is not.
  • Pepsi is a darker coloured drink, the people in the advert have darker skin, so therefore it suggests that the drink is exciting.
  • Things are boring until black people arrive.
  • White people are boring, but they are also normal.
  • By drinking pepsi you will become fun and exciting.

Advert 2

  • They need to encode this idea of diversity 
  • But, in content they are not diverse. Every black person we have seen so far has all been the same. It is showing that all black people are the same. Whereas white people on the other hand may be boring, but they are presented as being more normal.
  • Chance the rapper is spicier and more exciting than the backstreet boys.

Stereotype - A commonly held belief about a certain group of people.

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