Stereotypes:
Media Institutions use stereotypes
because the audience will instantly understand them. If you think of a
stereotype e.g. Teenagers, Older People it becomes a visual shortcut for the
audience. So if you think of a stereotypical Scotsman they would be wearing a kilt
which instantly informs you they are Scottish.
Archetypes:
This is the ultimate stereotype,
for example a stereotypical Blonde isn’t highly intelligent.
A male hero à tall,
muscular, good looking, smart, clever, witty
A Female Business woman à shirt,
blazer, strong independent,
A Black Male Youth à no job,
wears baggy clothing, stays out late and causing trouble.
Countertype:
a representation that challenges
traditional stereotype associations of groups, people or places.
How and why do the media create representations for an audience?
The media do this by putting them in certain roles in TV
dramas, films and adverts. This can be done by their costume, so an unemployed
male youth may be told to wear trackies, vest top and a huddie. The media do this to make is easier for the
audience to understand the characters and the story, also it means they can put
a spin on it to make comedy. It isn’t always bad as the audience can possibly
relate to these characters or they can go too far and become offensive to the
audience. More and more TV dramas are starting to challenge these stereotypes
where they are starting to use countertypes so portray a blonde as being
un-intelligent and then find out that she is highly intelligent and in a very
important job role.
A geek/nerd can be stereotyped as having his trousers high
up, shirt buttoned to the top, tie and glasses.
A Gay male may be stereotyped in bright clothing, a bit over extravagant and a feminine
personality.
