Macquarie University
01/
MEDIA AND
REPRESENTATION
Calvin Alfonso 46471775
References :
Cunningham, S, & Turnbull, S 2014, The Media and Communications in Australia,
Allen & Unwin, Sydney. Available from: ProQuest Ebook Central. [28 March 2021].
Keniken, 2020, Heineken | Cheers to all, Available from:
http://y2u.be/dD6r53DWxwk. [29 March 2021].
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Definition
Explanation
"The question of social change attaches
theories of stereotyping to a third approach,
which we might call the ideological model of
representation. This position, which has been
strongly associated with Marxist cultural theory,
argues that representation is one of the most
obvious means by which cultural producers
impose their preferred positions (their
ideologies) on the larger populations of passive
reading and viewing publics"
The media can represent certain concepts
through the representation of their content. As
representation is measured by the decisions of
producers, there lies possible implications of
stereotyping, or on the other hand, the positive
presentation of ideologies. The ideology that is
imposed by these "cultural producers" can then
affect, influence and/or emphasise that of a
mass audience, who too envoke the same or
different stance of that ideology.
Example : Beer Commercials
The 2020 advertisement of Heineken : Cheers to all,
disrupts the stereotypical gender roles of alcohol
drinking and promotes the ideology that a certain
product (beer) is not reserved for a specific gender. In
the advertisement, the waiters serve drinks to
customers who they had assumed ordered, or prefered
that certain drink. It is in fact, the opposite of what they
assume.
Heineken had purposefully designed this ad to
represent the gender expectations that society faces,
while enforcing their ideology through the phrase "men
drink cocktails too". Through this up beat ad, it's clear
that Heniken is motivated in influencing and
emphasising their ideology to their audience.