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Advertising, Marketing and Music Video

Representations of ethnicity and age, and Stuart Hall on representation

  • 3 things to know
  • AS Unit 1

Overview

Negative representation of an ethnic group, concept of under-representation and tokenism in representation.

What you need to know

Answer each one before you reveal it.

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Key term

What does Stuart Hall argue representation does to meaning?

Who and when

According to Hall, what does stereotyping do to difference?

Key term

Explain what Hall means when he says representation is bound up with power.

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What does Stuart Hall argue representation does to meaning?

    Model answer

    Hall argues that meaning is produced through representation rather than found in the world, so media do not reflect reality but actively construct it.

  2. 2

    According to Hall, what does stereotyping do to difference?

    Model answer

    Hall argues that stereotyping reduces people to a few essential characteristics, fixes those characteristics as natural and permanent, and uses them to mark out who does not belong.

  3. 3

    Explain what Hall means when he says representation is bound up with power.

    Model answer

    The groups who control media production also control which images of others circulate, so representation reproduces the existing inequalities of power.

  4. 4

    What is meant by a negative representation of an ethnic group?

    Model answer

    A negative representation repeatedly associates a group with threat, deviance, poverty or need, and offers its members few other roles.

  5. 5

    Explain the concept of under-representation.

    Model answer

    Under-representation means a group appears far less often in media products than its share of the population, so audiences rarely see people like them.

  6. 6

    Why does the absence of a group from advertising matter?

    Model answer

    Absence tells the audience whose money, taste and life the industry considers normal, and it denies the group the ordinary visibility other groups take for granted.

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