Media Studies

www.curriculum-press.co.uk

Number 005

Stereotypes: Simplifying the Complex

This Factsheet introduces and defines stereotyping as a part of the
concept of representation. This Factsheet will:
1. Look at what stereotypes are and why they are used by media
texts;
2. Discuss how stereotypes and countertypes are used by media
texts;
3. Identify some characteristics of stereotypes;
4. Discuss how stereotypes are formed.

This may offer a cultural explanation as to why it is that gossip is

seen to be a feminine activity and that the media products which
provide gratifications based on imparting and speculating on
personal details of celebrities lives, discussing real life stories and
focussing on relationships, marriage and scandal are often seen as
products for women (Heat magazine for example).

1. What are stereotypes and why are they used in Media texts?
Stereotypes are:
Simplified representations which focus on certain characteristics
of the group and assumes these to be shared across all group
members. Inherent within a stereotype is a judgement on this
characteristic (usually negative but not always).

The media uses stereotypes to communicate complex information

about a character, time period, location etc. as quickly as possible.
They are able to do this as, they do
not simply create stereotypes, they
reflect the stereotypes that already
exist within a culture. By using these
stereotypes, the media can be said to
be reinforcing the ideas behind them
and consolidating the views they
contain. Often the media is criticised
for creating stereotypes, but they are
usually part of the audiences way of
thinking about the world anyway.

One look at the sports pages in a tabloid newspaper or the content

of a lads mag shows how this is, however, not necessarily the
truth. Much of what is contained in these texts can be described as
gossip but, because it is on a different topic and is an acceptable
point of discussion for men in this culture, it is not perceived in the
same way.

Stereotypes are assumptions about all members of a particular group.

All women enjoy to gossip is a flawed statement. There will
inevitably be some women that dont or indeed some men that do.
However, the theorist Perkins noted that stereotypes usually have
an element of truth in them which makes them plausible. Some women
do like to gossip women may also be more comfortable doing so
than men as it is more culturally acceptable for them as it is seen as
a feminine trait.

In the essay-based papers both AQA and WJEC require that

representations are dealt with within the topics set. WJEC
examines specifically on representations within given areas
which are detailed in the specification.

AQA/OCR/WJEC?
Stereotyping is part of the creation of representations and as
such is an important part of all forms of assessment in Media
Studies specifications. Stereotyping needs to be considered in
practical analysis assessments and may need to be considered
when planning and evaluating practical production work.

Stereotypes are often assumed to be negative as:

1 The judgement making the basis of the stereotype is usually a
negative one gossip is a bad thing, a waste of time,
2 They do not allow for individual traits to exist in members of the
group some women may not be interested in other peoples
domestic lives,
3 They are created by those outside the stereotyped group and
are often seen to be an exertion of power the stereotyped
group often has no way to answer back,
4 The stereotype gives a complete picture about the group and
implies a knowledge and understanding that can be applied to
all members of the group.

What is often overlooked are the historical or cultural reasons for

perceived shared traits within a group. Until relatively recently
females were not encouraged to engage in discussions that were
not based in the domestic (family, home, relationships) and men
were not expected to show interest in these things. These were part
of gender role expectations.