More Representation

Stuart Hall (1950)
The encoding decoding theory is that you should believe everything on the radio, TV and in films.
The Yorkie advert - showed that it was 'not for girls', and girls opposed this idea so they bought the product - making their sales gigures good.

Who produced it?
What/who is represented in the text?
How is that thing presented?
Why was this particualar representation selected, and what might the alternatives have been?
What frame of reference does the audience use when understanding the representation?


WOMEN:
Representations of women across all media tend to highlight the following:

Beauty (withing narrow conventions)
Size/physique (again, with narrow conventions)
Sexuality (as expressed by the above)
Emotional (as opposed to intellectual) dealing
Relationships (as opposed to independence/freedom)

Women are often represented as being part of a context (family, friends, collegues) and working/thinking as part of a team. In drama, they tend to take the role of the helper.

MEN:
Representations of men across all media tend to highlight the following:

Strength - physical and intellectual
Power
Sexual Attractiveness (which may be based on the above)
Physique
Independence

Male characters are often represented as isolated and not needing to rely on others (the lone hero).