OCR A Level Media Studies: Theories

Theories of representation

Learning Objective:
• To understand different theories of representation.

Do Now:
1. Do you feel that the media portrays certain groups in different ways? Include examples.
2. How could audiences react if they view certain groups of people being villainised within the media.
3. Do all audiences consume a media text with the same reading (same way)?

Stretch task:
“Patriarchy is the dominant value held within newspapers and this causes audiences to uphold a
patriarchal narrative.” – Do you agree?
 Newspaper example
Analyse the representations in the The Sun.

No representation of ethnic
minorities- all are white.

Sexualisation of women-
column on the left. ‘Bikini
week’ could be seen as
dehumanising when
expressing women.

Mention of fund bosses’,

represented through white
man. Could reinforce
patriarchal ideas of men in
power.
 Newspaper example
Media theorists argue that different groups are represented differently
within the media.

1. Which groups of people may be negatively represented in the

media?
2. Write down recent examples of how certain groups of people have
been negatively represented in the media and what the outcome of
this has been within the wider public.
 Van Zoonen
The media represents women with stereotypical images and
this reinforces the ideological concept of what it means to be
a woman being feminine, reinforcing patriarchy.

Men are represented as masculine and dominant.

Media does this because they believe it reflects dominant

social values

Gender is constructed and its meaning varies depending on

cultural and historical context.

In pairs, outline examples of media which reinforces Zoonen’s theory of patriarchy.

 Butler’s Queer Theory
Judith Butler suggests gender is not the result of nature, but
is socially constructed

Male and female behaviour roles are not the result of

biology but are constructed and reinforced by society
through media and culture

Sees gender as a performance

Butler argues that there are a number of exaggerated

representations of femineity which cause ‘gender trouble’.

In pairs, outline examples of media which have reinforced Butler’s Queer Theory
 bell hooks
Believed that white, male upper class control the media
industries and their values and beliefs are the ones that we
see in most media products.

This means those who are not white, males and upper class
will not see their values in media products.

Means that whole groups of people and their values can be

misrepresented and ignored.

Can create prejudice and discrimination towards these

groups.

In pairs, outline examples of media which have reinforced bell hook’s Theory
Hall’s Theory of Representation
Women are represented as submissive, weak and at the
mercy of their male counterparts.

Men are hegemonic and powerful.

Stereotyping occurs where there are inequalities of power.

Hegemonic: ruling or dominant in a political or social

context.
 bell hooks

Link bell hook’s theory into each paper in pairs and write your answers into your book.
Gilroy's Postcolonialism Theory
Gilroy’s theory explores the ideas that race and ethnicity continue to
inform contemporary attitudes in the post-colonial era (modern world).

He highlights that the Western ‘civilised’ world constructs racial

hierarchies and binary oppositions based on notions of otherness.

Us vs Them: Hierarchies and binaries are represented and perpetuated

in the media and are therefore, despite living in a ‘post-colonial’ world
which has overcome the explicitly violent aspects of its colonial past
(most obviously slavery), non-white people are still oppressed, othered
and discriminated against using colonial ideas which revolve around ‘us
v them’.

Ethnic minorities are dehumanised.

 Quiz – No Notes

Zoonen Butler bell hooks Gilroy

Suggests gender is not the result of nature, but is socially constructed

Male and female behaviour roles are not the result of biology but are constructed and reinforced by
society through media and culture

Sees gender as a performance

Argues that there are a number of exaggerated representations and feminist which cause ‘gender
trouble’.
 Quiz – No Notes

Zoonen Butler bell hooks Gilroy

Explores the ideas that race and ethnicity continue to inform contemporary attitudes in the post-colonial era (modern world).

They highlight that the Western ‘civilised’ world constructs racial hierarchies and binary oppositions based on notions of otherness.

Us vs Them: Hierarchies and binaries are represented and perpetuated in the media and are therefore, despite living in a ‘post-
colonial’ world which has overcome the explicitly violent aspects of its colonial past (most obviously slavery), non-white people are
still oppressed, othered and discriminated against using colonial ideas which revolve around ‘us v them’.

Ethnic minorities are dehumanised.

 Quiz – No Notes

Zoonen Butler bell hooks Gilroy

The media represents women with stereotypical images and this reinforces the ideological concept of
what it means to be a woman being feminine, reinforcing patriarchy.

Men are represented as masculine and dominant.

Media does this because they believe it reflects dominant social values

Gender is constructed and its meaning varies depending on cultural and historical context.
 Quiz – No Notes

Zoonen Butler bell hooks Gilroy

Believes that white, male upper class control the media industries and their values and beliefs are the
ones that we see in most media products.

This means those who are not white, males and upper class will not see their values in media products.

Means that whole groups of people and their values can be misrepresented and ignored.

Can create prejudice and discrimination towards these groups.

Apply Zoonen’s theory of patriarchy to the
Daily Mail.
Theresa May and Nicola Sturgeon have been objectified due to
their legs being visible.

‘Never mind Brexit, who won Legs-it!’, reinforces patriarchy as it

suggests that women who are in high positions are unable to
focus on their role but rather their bodies (ie. the commentary
on their legs).

Regardless of their role or intentions, the media continues to

objectify women. Reinforcing patriarchy.
 Exam Practice 15
min
Answer the following question, you can use your notes.
Analyse the representations in Sources A and B. Use Van Zoonen’s concept of patriarchy in
your answer. [10]

Zoonen argues…

One way Zoonen’s theory of

patriarchy can be seen on
the Sun…

One way Zoonen’s theory of

patriarchy can be seen on
The Times…

Overall…
 Exam Practice 15
min
Answer the following question, you can use your notes.
Analyse the representations in Sources A and B. Use Van Zoonen’s concept of patriarchy in
your answer. [10]

Zoonen argues that the media represents women with stereotypical images and this reinforces the ideological concept of what it means to be a woman being feminine and
sexualised, reinforcing patriarchy.

One way Zoonen’s theory of patriarchy can be seen on the Sun is through the use of displaying Camaron as unmasculine. For example, the use of the coverline “emotional”
which is further emphasised from the mis-en-scene of Camaron appearing to be holding back tears creates a comedic affect. This represents Zoonen’s theory as the Sun have
portrayed Camaron as being weak and unmasculine, stereotypically female traits. In addition, the use of the coverline “Reason Cam Quit” suggests that he is “weak” and
“soft”. The use of the enlarged headline in first person which reads “Why should I have to do this hard s***” reinforces that Camaron is weak as he is unable to carry out
difficult tasks and roles, thus reinforcing unmasculine traits and representing him as feminine. This shows that The Sun is actively conveying to the audience that it is unnatural
for men to show some sort of emotion, thus upholding patriarchal standards. Therefore, ideas of gender are being reinforced even when emotion seen from men. However,
when men display their emotions which typically challenge gender sterotypes they are heavily criticised and made to be a laughing stock.

One way Zoonen’s theory of patriarchy can be seen on The Times is through highlighting that Camaron is in a higher position than his wife (right) due to their positions within
wider society. For example, in the enlarged main image Camaron appears to be leading his wife out with him. For example, the coverline on the left which reads “David
Camaron with his wife” conveys that Camaron “owns” his wife which further upholds patriarchal values as Samantha is essentially dehumanised and unnamed. In addition,
Samantha is represented as belonging to Camaron rather than being in an agreed marriage with him. Therefore, Zoonen’s ideas of patriarchy can be seen through The Times
use of conveying that Samantha belongs to Camaron rather than being her own, separate person.

Overall, it’s clear that in both texts Zoonen’s idea of patriarchy is reinforced, although The Sun is using Zoonen’s idea of patriarchy to mock Camaron rather than sexualise or
reinforcing what it means to be feminine towards women. The Times however isn’t sexualising Samantha but is dehumanising her due to representing her as belonging to
Camaron through marriage.
 Teacher recourses
Lesson Code: OAMT1

Sheet which summarises theory can be printed and given to students.

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