Introduction to Representation

Representation

Aim: Explore representation theory

Starter :Look at advert a.-What can you see?What does it mean?

Representation

What is representation?

Representation means the way images are CONSTRUCTED to create meaning.

All texts are CONSTRUCTED. They are ENCODED (meaning put in) with meanings which we DECODE (meaning explained/understood) when we analyse a text.

Everything in the text is there for a reason!

Representation

What is denotation?

What can be seen/heard

What is connotation?

What ‘What can be seen/heard’ means to us

e.g Denotation: We can see a baby Connotation: The baby means innocence

Representation

What is anchorage?

When a text uses dialogue or captions (words) to confirm the meaning

e.g. Look at the next slide How is the meaning anchored?

Stereotypes- Lippman

• Stereotypes are a shortcut used by the media in both uses of representation and audience targeting.

• They are usually negative representations based on age, gender, sexuality, race and ethnicity etc

Semiotics- codes• Codes (technical codes, visual codes, iconography)

Technical codes:Mise-en-scene, cinematography, editing, sound, sfx

Verbal codes: everything to do with language -either written or spoken

Symbolic codes/iconography: codes that draw upon our experience and understanding of other media texts, or

culturee.g we know the Eiffel Tower is in Paris therefore if we see it in a film we know it is

set in Paris.Logos can be iconography too.

Semiotics- codes

How are technical, verbal and symbolic codes used in this advert?

Semiotics- Ideology

What’s this?

Ideology is a set of beliefs which the producers encode in media texts.

These can be:MoralReligiousPoliticalCultural

Semiotics– Signs and signification

Sign: a symbol which is understood to refer to

something other than itself. (denotation)

Signified: the meaning. (connotation)

What signs are used in this text?What do the signs signify?

Semiotics- realism

When a text attempts to mirror the real world

e.g Pat popping out for a pint of milk

All texts have varying degrees of realism

How realistic is this trailer?

Semiotics- realism

Suspension of disbelief:

When an audience makes the decision to accept fiction as real for the duration of the text.

e.g vampire films- while we watch them we will believe in aliens and accept the story however we know that vampires don’t exist

Semiotics- Intertextuality and Enigma codes

Intertextuality: When one text references another

Eg

Enigma codes:A question that is not immediately answered Eg someone is murdered...who is the murderer???

Your turn

In pairs plan a 15 min lesson (not presentation) On one of the following:

• Applying Post-Modernism to representation• Applying Marxism to representation• Hyperreality in media texts

You will need to include a starter, delivery of new knowledge and an assessment activity (make it fun)

Choose one of the theories and apply to your moving image coursework.