Representation - Terms and Theories

http://www.youtube.com/watch?v=pfL09c4cw2I&feature=player_embedded Representation refers to the CONSTRUCTION in any medium (especially the mass media) of aspects of 'reality' such as people, places, objects, events and cultural identities.

Representation is the ability of texts to draw upon features of the world and present them to the viewer, not simply as reflections but more so as constructions. They are versions of reality influenced by culture and people's habitual thought and actions. (O'Shaughnessy & Stadler).

Representation is a process between the production of the representation, the reality that is being represented and how the representation is interpreted by the audience.


Encoding and Decoding (Stuart Hall)
Stuart Hall believes that texts are 'encoded' by the producers to contain certain meanings and representations - these are then 'decoded' by the audience. However the audiences may interpret different meanings than intended by the producer.

Preferred or dominant readings – the audience interprets the text as closely to the way in which the producer of the text intended.

Negotiated readings – the audience may agree with some elements of the text and disagree with others.

Oppositional readings – the user of the text will be in conflict with the text itself due to their culture, beliefs or experiences.

Connotation and Denotation
Producers use signs and codes to encode meanings and representation. These signs and codes have a:
Denotation - the basic description of what is there.
Connotation - the commonly understood emotional or cultural meaning associated with it.

Who or what is being represented?
How is the representation created? (What signs/symbols? How did you use the micro-elements (sound, editing, camerawork, mise-en-scene?)
Why was the representation created in that way - what was the intention?
How else could the representation be interpreted than the way it was intended?

Laura Mulvey - Male Gaze
Mulvey argues that cinema position the audience as male. The camera gazes at the female object on screen often framing the character watching the female.
Traditionally, women in their appearance are coded for a strong visual and erotic impact which implies 'to-be-looked-at-ness'. As we (the audience) gaze at these women they are objectified and controlled.

Do you believe your product positions the audience as male? Does it control and objectify women? Does it represent gender in a more subversive way?
http://www.youtube.com/watch?v=pfL09c4cw2I&feature=player_embedded.