Intro to Media Studies (S4)

Pr. Hatim

Representations / Media & the government / Media Functions

Representations refer to the ways social groups and institutions are portrayed and represented through the media.
Representations give us a selective view about these entities. This view fits the dominant social as well as cultural view
that is prevalent in a specific socio-cultural context. Media representations can often reflect the dominant cultural values
and beliefs of a society. The portrayal of certain groups reinforces stereotypes while their absence portrays unimportance
and unworthiness of attention. However, media representations can also be seen as a tool of challenge and resistance
against dominant ideologies when marginalized and underrepresented groups are also represented in the media.

Still, Representations do have many ideological effects, among which are:

1) Representations create identities for social groups: They often assume that a specific identity of a social group
already exists. In fact, they tend to reinforce such identities which would be against the interest of the group
being represented. For example, throughout the Moroccan Media landscape, at least in the past, Berbers and
Amazigh have all been represented as tight-fisted and stingy. They are also represented as undeveloped and
uninterested in acquiring knowledge. These forms of representations will construct an identity and, most
importantly, a DIFFERENCE between Berbers and OTHERS. So, representations create and emphasize a
sense of difference and otherness. They shape how people see themselves and others.

2) Representations become common sense and natural: the beliefs associated with the represented groups are
given a “naturalized” sense, that is, they seem as “common sense”. The naturalization of these representations
is also part of ideology in that it naturalizes as well as conceals meanings. ‘Common sense’ and ‘naturalization’
of views are both manifestations of ideology or the invisible exercise of power at work (hegemony).

3) Institutions and groups: Institutions such as ‘family’ and ‘police’ are also represented in the media in various
ways. Families, for example, are represented as either the members being in alliances or enmities. Older people
or old people’s homes are negatively represented as inferior. In other genres or representations such as the news,
representations are less fictionalized (predictable) and is ‘closer to life’. However, no matter what the medium
is, be it TV, Radio or Newspapers, The News is still a (re)presentation of events, people and views. It is still a
version of the world.

Strategies of Representations

People can be represented in certain ways through certain devices without becoming actual stereotypes. These
devices all involve categorizing and classifying people or objects based on certain characteristics or traits, still
they do differ in some aspects. We are going to mainly discuss three types of representations: Types, Stereotypes
and Archetypes.

1. Representation by Types

This refers to constructions withing the mind of specific characters or “types” of people. It refers to a general
category or classification based on certain shared characteristics or traits. They are used in order to organize our
understanding of categories of people. They tend to oversimplify or generalize complex phenomena. For example,
in terms of sociability, people are classified into two main categories, “introverts” or extroverts”, there is no in-
between. This tends to oversimplify the complex nature of human psychological attitudes towards society and their
sense of belonging. It has even reached the level of people justifying their behaviour as being of the “extrovert”
type or “introvert” type. Other types might involve, The Mad Scientist, The Old Lady or The Fanatic German
Officer.

2. Representation by Stereotypes

Stereotypes are considered simplified and exaggerated representations of a social group, based on assumptions or
generalizations. They dehumanize people, rendering them into mere behavioural sets which perpetuate
discrimination and prejudice. Stereotypes are based on occupation, race, gender, sexuality, ethnicity or other
characteristics. They become familiar through repetition and reinforcement. Stereotypes carry along ideas and
produce value judgments and perceptual sets.

3. Representations by Archetypes

Archetypes are the most extreme examples of types which are deeply embedded in our culture and mental modals.
They are symbolic and universal patterns or themes. They represent fundamental human experiences and emotions.
The “mother” is an archetype representing nurturing and compassion; whereas, heroes, heroines and villains are
examples of deeper beliefs, values and prejudices of a culture from which we derive qualities of courage, beauty,
goodness or evil. They may be enjoyable, yet they draw us into realms of fantasy.

Apart from these three main types, the media also draws on other elements of representations:

1. Constructed representations: These are representations that are intentionally constructed or created by
individuals or groups in the media, often with a specific agenda or purpose in mind. These representations can
be based on a wide range of factors, including ideology, personal beliefs, and social or cultural norms. Media
representations are seen as constructed through processes of encoding/decoding where three parts contribute
in the meaning-making of media texts: These parts are (1) the media text, (2) the audience, and (3) the socio-
cultural context. According to Hall, this type of representations is the most common because it is never fixed
or determined. It is constantly negotiated and shaped by social and cultural practices.

2. Intentional representations: These are representations that are deliberately created with a particular message
or meaning by the media. Intentional representations can be used to promote a certain viewpoint, to persuade
or influence an audience, or to make a particular statement. They reflect the interests and agendas of the
producers or institutions that produce them. In this sense, media representations are not neutral or objective,
instead, they are shaped by the values, beliefs and ideologies of the people who produce them.

3. Cultural representations: This refers to the way in which different cultures are represented in media, literature,
and other forms of creative expressions.

4. Reflective representations: These are representations that reflect or mirror back aspects of society or culture,
often in a critical or analytical way. Reflective representations can be used to highlight social issues, to challenge
dominant ideologies, or to provide alternative perspectives on existing norms and practices. This, according to
Stuart Hall, rarely occurs in a capitalist society and due to the impossibility of having an objective reality.

5. Visual representations: These are representations that are primarily visual in nature, such as photographs,
videos, and other forms of visual media. Visual representations can be powerful tools for shaping public
perception and can be used to convey complex ideas and emotions.

6. Symbolic representations: These are representations that use symbols, signs, or other forms to convey
meaning. Symbolic representations can be highly evocative and can communicate complex ideas and emotions
in a concise and powerful way. For example, a flag is a symbolic representation of a country which a heart can
be a symbolic representation of love and affection.
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To Read and Reflect upon:
How does universalization operate as a typical strategy of symbolic construction?
Universalization in media refers to the portrayal of ideas, images, or stories in a way that is meant to appeal
to a broad and diverse audience. This strategy of symbolic construction is often used in the media to create messages
that are widely relatable and easily understood. Universalization operates as a typical strategy of symbolic construction
by creating a shared cultural narrative that can be accessed by people from different backgrounds and experiences.

At its core, universalization in media relies on the use of symbols and archetypes that are familiar and
recognizable to many people. Moreover, by appealing to a broad and diverse audience, universalization in media can
also create a sense of inclusivity and unity around a particular message or idea. This can help to legitimize the message
by creating a sense of community and shared values among people who may have different backgrounds and
experiences. For example, a story about a hero's journey is a universal archetype that can be found in many different
cultures and media forms. By using such archetypes, media creators can create a story that is relatable to a broad
audience, even if the specific details of the story may vary depending on the culture or context.

Another way that universalization operates as a strategy of symbolic construction is through the use of
language and imagery that is inclusive and accessible to a broad range of people. This can involve avoiding language or
imagery that might be specific to a particular culture or sub-group, and instead focusing on more general concepts and
themes. For example, a media campaign that promotes environmental awareness might use imagery of the natural world
that is recognizable to people from many different cultures, rather than relying on language or imagery that might be
specific to a particular culture or region.

Overall, universalization in media is a powerful tool for symbolic construction because it creates messages
that can be easily understood and embraced by a wide audience. By using symbols, archetypes, and inclusive language
and imagery, media creators can create messages that resonate with people from different backgrounds and experiences,
and help to create a shared cultural narrative that is inclusive and accessible to all.