Media Representations of Social Groups (Theories)

Media Representations of Social Groups (Theories)

1. Feminism

   • Liberal
     • More optimistic about the possibility of change, contend evidence of greater equality in gender representations
     • Argue that increasing numbers of women are employed as media professionals, contributes towards changes in way which representations are conceived/produced
     • Wider variety of roles being played in film and TV by women
       • E.G. Buffy the Vampire Slayer, Ugly Betty
     • Gauntlett (2008) Offers views that acknowledge changing gender roles
     • Frazer (1987) Found girls read magazines (Heat, Closer) critically, likely to laugh at content
   • Radical
     • Little change
     • Traditional stereotypes are ever-present in advertising, media still degrades women, presenting them as sex objects
     • Culture continues to be controlled/dominated by men and they still occupy key positions of power in society
     • 'Malestream perspective'
     • Oakley (1974) Men and women's roles haven't changed
     • Whelehan (2000) Study of men's magazine (Loaded, FHM) attempt to challenge feminism by promoting a world where women are seen as sex objects
   • Marxist
     • Link media representations of gender with capitalism and patriarchy
     • In the interest of the power systems to maintain gender inequalities
     • See media as reinforcing hegemonic roles by promoting an ideology of femininity and masculinity that conforms to norms and values
     • McRobbie: Magazines had a significant influence on their female readers identity, negative in effect in terms of celebrity magazines

2. Marxism

   • Support the interests of the ruling class
     • E.G. Portrayals of the upper class are so that they don't challenge their position in society
   • Focus on social class divisions in society as fundamental inequality
     • E.G. Eastenders portray the working class negatively, differently to middle class (Keeping Up Appearances)
   • Concerned with the ways in which media function to control society through ideology and media representations
     • E.G. Media representations of working class in TV, Devereaux (2008)
   • Interested in the economic base of society concerning ownership and control
     • E.G. News, Medhurst - 'The Royle Family'

3. Neo-Marxism

   • Concerns about social inequality extend beyond social class
     • E.G. A.G.E
   • Further aspect of hegemony relates to media representations of social groups
     • E.G. Ethnic minorities as negative
   • Hall (1981) Argued that the media operated with these overriding stereotypes of black people; the native, the entertainer and the slave, more range of diverse range of images, exists within a framework
   • Argue that media representations reinforce hegemony, supporting the ruling class
     • E.G. Working class is the lowest class
   • Analysis can be applied to A.G.E, images used will maintain dominant norms and values
     • E.G. Mothers are housewives
   • Challenges are presented as a threat or joke, will be ignored
     • E.G. Men as househusbands

4. Pluralism

   • Media representations of social groups reflect both the diversity evident in society and the demand of the audience
     • E.G. Crime statistics including marriage and divorce
   • Develop to reflect changes in society as the media respond to society's needs
     • E.G. Choice - New Media
   • Media professionals are alert to the responsibility they have to represent social groups in a fair and balanced way, guided by professional values
   • Oakley (1974) Men and women's roles haven't changed, women are still shown as house-makers because they still are

5. Postmodernism

   • See the boundaries between social groups blurring as distinctions between them become less clear and there is interplay between groups
   • Media had been fundamental to this process by representing a variety of images from which people can pick and choose
   • Refer to globalisation and its impact on broadening the range of identities and lifestyle that are available
   • Young and Willmott: Symmetrical families