Representation refers to the construction in any medium (especially that of the mass media) of aspects of 'reality' such as people, places, events identity and abstract ideas. These can be constructed in speech or written text as will as still, or moving pictures.
Representation describes the signs that stand in for and take place for something else. It is through representation that people know and understand the world and reality through the act of naming it. Signs and representations are manipulated in order to make sense of the world.
Representation vs. Reality
Different media producers "pick up" aspects of a "reality" society and reshapes them to suit current trends in society that will foster profit-money making for the medium that they occur in, with the product that they intend to sell. In doing this, the media uses stereotypes as they are a quick (if distorted) way of conveying and communicating information as they are instantly recognisable to the mass audience.
Using stereotypes from the "real" world
Music video producers today recognise stereotypes and represent girls by "borrowing" an old stereotype from the showgirls of the silent film era in the 1920s, and Burlesque girls from earlier.
- Stereotype 1: Burlesque
- Corsets
- Fishnet stockings
- Top hats or 'show' hats
- Accessories like canes or microphone used as a cane
- Elbow length gloves
- Stereotype 2: The stripper
- The 'open' crotch
- Poles
- 'Bum shot' (wiggle)
- Underwear
- Glitter on body/clothing; strobe lighting
- Stereotype 3: Gangsta
- Typically African-American women
- Bikini tops and torn-shorts with large skin exposure
- Simulated sexual positions
- Backwards-worn hat
- The use of oil or lubricant on the body
- Bling and excessive tattoos
Messages of representation (music videos)
- The objectification of women, which are foreseen to be possession
- Women are disposable and changeable to whatever desire
- Women's own sexuality only exists in relation to men (men decide)
- Women are passive and are acted upon - they are there to be watched (The Male Gaze)
- Women can be manipulated into anything desired or wanted and have no choice in the matter
Values of representation
- Women are 'cheap' and 'easy'
- Women are just bodies with no emotion or morality
- They are powerless
- Women get rewarded for sexual behaviour and actions (either through money or fame)
- Women are commodities on the open market
- Women who do not fit the 'stereotype' are useless
How does this representation fit wit the post-feminist currently?
- There is allergy educated female population in the Western Culture
- Independent and disposable income
- Sexual freedom from pregnancy
- 'Gangsta' represents only a small proportion of selected areas of the USA (typically) but influence of american media constitutions and organisations is worldwide (MTV, Sky, Digital TV and delivery)
- The legitimisation of prostitution - legal in NZ since 2003; parts of Africa, Asia, Europe, South America and Australia
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| The effects of representation on girls in the real world - 'gangsta' dolls for sale |
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