Failure is NOT an option!

• https://www.youtube.com/watch?v=QUQsqBqxoR4

• “I have not failed. I've just found 10,000 ways that won't work.”

― Thomas Edison

• You have 4 weeks left! You have 11 sessions left, but three of those will be mock exam sessions!

Feedback on Essays…• When discussing theories, avoid writing about

Hypodermic Theory unless it is to highlight that you understand that there are still issues surrounding media led moral panics about things such as violent video games affecting young people.

• You could mention that the study of the media has evolved since the theory was constructed and that the interactive nature of media of the 21st century has fundamentally changed the way that audiences engage with texts.

Feedback on Essays…• Stuart Hall developed the encoding/decoding

model, preferred, negotiated, oppositional, (see hand out)

Reception Theory• When academics tried to apply Stuart Hall’s

encoding / decoding model they discovered that audience responses to texts were influenced very strongly by the contexts in which they receive the text. For example, our age, our gender, our socio-economic status and our ethnicity are all likely to influence how we decode a text (or construct its meaning).

Feedback on Essays…• You ALL need to develop your case studies.

You have all forgotten how to use semiotic analysis! Not analytical enough!

• For homework over the remaining weeks, I want all of you to use the case study template (ilearn/blog) to plan ALL of your representation/audience case studies.

• You also need to work on your essays for all areas of representation, use the essay template (ilearn/blog) as well as audience essay template on response, appeal, targeting (homework task) and categorising (exemplars on ilearn/blog).

6 Point Plan: Case study template

Mock exam

• 13th May 2014

In the mean time, you also need some practice on Q1 print based analysis – see blog and ilearn. I am putting together an exemplar for the 2012 MS1 exam question. I will put on ilearn/blog when completed.

THE REPRESENTATION OF AGE – Lesson 2YOUTH

Learning Objectives• By the end of the lesson you will be able to:• Explain 2 media representations of youth relating

to the representation of youth as delinquent, trouble/fun and alternative positive representations - using Case Study Template

• Explain 2 media representations of old age, relating to the negative representation of the elderly in the news and positive representation in Print media - Saga Front page, using Case Study Template

• Complete representation essay template in groups (3/4) and write up essay individually.

Recap:

• Before Easter we started to look at representation of youths. We looked at Skins – print and TV trailer…remember?!

Starter: Rep of youth in the

media

• Think of examples where you have seen teenagers being portrayed in media texts. This could have been in a newspaper article, TV programme, music video or a poster. Were they positive or negative representations?

Representations which are the same as the dominant representation REINFORCE the stereotype

Representations which are different from the dominant representation CHALLENGE the stereotype

Theorists• Dick Hebdige (1979) explored the

polarised (contradictory) media representations of teens as “trouble”(dominant) or “fun” (alternative).

• Michael Brake (1985) categorises the media representations of teens into:oRespectable (alternative)oDelinquent (dominant)

More Theory• Daren Garratt (1997) suggests that

negative media representations of teens as trouble invite teens to be trouble. “Media coverage represents how they should behave, even if, largely, they haven’t been.”

• Graeme Burton (1999) argues that teen subculture is in opposition to the dominant culture (of adults). He uses the term ‘problematisation’ to describe the idea of youths as problems.

One more bit: Stuart Hall (1978)

• Argues that the negative representations of young men by the media, is deliberate as it justifies social control by authority figures, such as the police and government.

• Hall identifies the media as having a key role in this ‘social production’ of news. Youths are often portrayed by new media as a social problem.

Moral panics!

Ideology❖Stanley Cohen (1972)

❖A moral panic occurs when society sees itself threatened by the values and activities of a group who are stigmatised as deviant and seen as threatening to mainstream society’s values, ideologies and /or way of life.

❖Mods & Rockers (1960s), football hooligans (1980s), hoodies, muggers, vandals, knife/gun crime, binge drinking, under age pregnancy

Process of a moral panic

1. Occurrence of deviant act.2. Act or problem widely reported in

media: news outlets; internet chat rooms; fictional narratives; video games…

3. Call for government control either from legislation/policy initiatives or the more vigilant operation of already existing social controls.

The Dominant Representation of

youths

‘Delinquent’ (Michael Brake).

‘Trouble’ (Dick

Hebdige)

Dominant Representation of Youth

(Music Video Example

https://www.youtube.com/watch?v=s8GvLKTsTuI

In groups, using the case study template, deconstruct this text

Alternative

Representation =

(depending on your

reading: Skins seems

‘fun’ for a teen audience,

but more like ‘trouble’ for

an older audience).

Learning Objectives• Deconstruct 1 media representation of youth relating

to the representation of youth as positive - using Case Study Template

• Deconstruct 2 media representations of old age, relating to the negative representation of the elderly in the news and positive representation in Print media , Saga Front page - using workbook and Case Study Template

Positive Alternative

Representation Teen Awards (TV

example)

http://www.bbc.co.uk/events/eqbc6q/videos/p01klbck#p01ktlxd

In groups, using the case study template, deconstruct this text – BBC Radio 1’s – Teen Awards. Nov 2013.

BBC Radio 1s Teen Awards

• Every year BBC Radio 1 host a special awards show in honour of some outstanding teenagers who have acted selflessly, bravely, with courage, or have inspired other people.

• And to show the award winners they really have done a good thing, a few famous faces from the world of pop turn up to sing at the star-stuffed ceremony.

Context and Purpose• The representation in a media text may

have a different purpose. This may change according to the type of text it is, i.e. the context.

• Ill Manors (MUSIC VIDEO)• Teen Awards (TV)

THE REPRESENTATION OF AGE – Lesson 3Older Age

Demonstrate knowledge and understanding of media concepts, contexts and critical debates

Starter: Rep of older age in the

media• Think of examples where you

have seen older people being portrayed in media texts. This could have been in a newspaper article, TV programme, music video or a poster. Were they positive or negative representations?

What is ‘older age’?According to a 2012 survey, old age that is believed to start at 59.

Among 16 to 24-year-olds, this marker of middle age begins at 32. The over-80s believed that for them it began at 52.

A spokesman for the Department for Work and Pensions said “the disparity in perceptions” of ageing showed “the potential for age stereotypes to be applied in very inconsistent ways".

Older people• The representation of older ages in the media

today is as equally a controversial area as that of young people.

• Ageing is not always seen positively and older people are often constructed in a very stereotypical way

• However it is important that your discussion of age does not become stereotypical itself! You must demonstrate a more sophisticated knowledge supported by a range of examples.

• There seems to be unspoken agreement amongst magazine editors (in print and online) that we prefer to look at images of young, smooth-skinned models in connection with both advertising and editorial copy.

• This establishes youth as the hegemonic norm. Everyone is expected to young, no matter what their biological age.

• When an individual feels that they might be deviating from that norm, there is a whole industry out there of "age-defying" cosmetic products ready to supply a remedy - at a price.

Demonstrate knowledge and understanding of media concepts, contexts and critical debates

Some typical ideologies and stereotypes of old age

• Sociological studies show that when that older people do appear in the media, they tend to be portrayed in the following one dimensional ways:

1) As GRUMPY – (conservative, stubborn, resistant to social change)

Demonstrate knowledge and understanding of media concepts, contexts and critical debates

7. Which TV genres often use those negative stereotypes (grumpy) in their representations of older people. Why?

Demonstrate knowledge and understanding of media concepts, contexts and critical debates

How has Catherine Tate represented ‘Nan’?

Is she stereotypical?Why? Why not?

Look at her iconography.

What genre of programme does she exist in?

How does this affect her representation?

http://www.tubechop.com/watch/2448627

Demonstrate knowledge and understanding of media concepts, contexts and critical debates

Genre: Sitcom• Humorous idiosyncrasies (mode of

behaviour):oForgetfulnessoSenilityoGrumpinessoSaying the wrong thing

• Does this reinforce the stereotype?

• 2) Older people are also portrayed as, enjoying a second childhood – as reliving their adolescence and engaging in activities that they have always longed to do before they die. Or just being a bit cheeky.

AO!: Demonstrate knowledge and understanding of media concepts, contexts and critical debates

Nana Shreddies

The elderly in the News

• 3) Older people are also represented as pitied, dependent or an economic burden – helpless and dependent on other younger members of society or family - economic burden

In groups, use the case study template to deconstruct this text.

AO!: Demonstrate knowledge and understanding of media concepts, contexts and critical debates

Confident and Independent Baby

Boomers (alternative

representation)!4) However, recent research suggests that media producers may be gradually reinventing how they deal with the elderly, especially as they realise that this groups may have disposable incomes, i.e. extra money to spend on consumer goods!

Saga Magazine

AO!: Demonstrate knowledge and understanding of media concepts, contexts and critical debates

In groups, use the case study template to deconstruct this text.

A final thought…• There is no single 'media

representation' of youth or older age; there may be dominant representations (delinquent/trouble/grumpy), but across films, TV, fiction and documentary there are significant differences and nuances which need to be teased out and considered.

AO!: Demonstrate knowledge and understanding of media concepts, contexts and critical debates

Homework Written Task (50 mins)

• Using Representation Essay Template. Students to work in groups of 3/4 and develop an essay plan for representation of age (20 mins). Then write up essay individually (40-50 mins).

With reference to your own detailed examples, explore the

representation of age in the media today.

Demonstrate knowledge and understanding of media concepts, contexts and critical debates

Homework Written Task

• With reference to your own detailed examples, explore how media texts target different audiences (30)

• 500-800 words to be handed in 6th May 2014. Can be emailed earlier…in fact I recommend that you do!

Demonstrate knowledge and understanding of media concepts, contexts and critical debates