stereotypes

Representation Theory

Laura Mulvey (1975) argued women in the media are used as; ‘Erotic objects of desire for males on screen and in the audience,’ (Mulvey, 1975).

Gauntlett (2002) argues males in the media still follow traditional stereotypes as they are shown as, ‘Alpha males who control the action with violence,’ (Gauntlett, 2002).

Mackillon argues something slightly difference, ‘Males are now shown as sexual objects of desire who are more concerned with image,’ (Mackillon, 2002).

Race/Ethnicity

S.Hall said in 1981, blacks are stereotyped as; "The social problem," (Hall, 1981) and this is a stereotype that has been embraced by Hip-Hop culture. 

Theorist Sarita Malik points out the obvious 1998); “The word ‘race’ in the cultural and political terrain has almost universally been aligned with Black and Asian people, as though they are the only racial groups that ‘own’ an ethnicity… Whiteness has been naturalized, as though it is an invisible ‘norm.’ When it is of course an ethnic group like any other. 

Malik argues: “Many feel that Black and Asian audiences are still not sufficiently catered for and that insensitivity towards issues of race and ethnicity still exist. The reality of a lived multiculturalism is not represented in the British media." 

Youth

Stanley Hall (1904):

 “ Adolescence is inherently a time of storm & stress when all young people go through some degree of emotional and behavioural upheaval, before establishing a more stable equilibrium at adulthood." Hall also argued that:
1. The common mood of teenagers is a state of depression.
2. Criminal activity increases between the ages of 12 & 24.
3. Young people are extreme and need excitement; “Youth must have excitement and if this is not at hand in the form of moral intellectual enthusiasms it is more prone to be sought in; sex, drink or drugs.”

 Dick Hebdige (1988) argued youths are stereotyped as mixed metaphors of; “Youth as fun,” and “Youth as trouble maker.”

OLD AGE/DISABILITY

EVANS (1998), drawing on the works of Freud and other psychoanalysis, states:

“Disable people are seen as childish, dependant and underdeveloped and are regarding as ‘other’ and are punished by being excluded from ordinary life. Thus popular images and rhetoric of disabled people abound which comfort us with people who are imperfect, helpless, disgusting, shitty, dribbling – a threat to rigid ego boundaries.

Class

Richard Butsch (1992) who says working class males in the media are presented as; "Incompetent and ineffectual, often a buffoon, well-intentioned but dumb. In almost all working-class series, the male is flawed, some more than others..

Keith Gandal's, in 2007 he said that target audiences are drawn in by the; "Sentimental rags-to-riches story,"

Regional/National Identity

Theorist Andrew Higson (1998) writes; “Identity is generally understood to be the shared identity of naturalized inhabitants of a particular political-geographic space – this can be a particular nation or region.”

On classic example in British Music Magazines of connoting it is a magazine for British readers is using the Union Jack flag and colours. 

sterotype

mojo magazine 2

 

This rock magazine has got a lot of readers aged 25-50.

Rock music appeal to a lot of ethnic groups who are interested in fights, alcohol and drugs. In the masthead, they have used a name half in white and half in yellow so that it stands out. The writing in the masthead is bold so that it catches the readers eye.

 The colours on the cover are red, blue, yellow and white. Some of the colours show that it is rock music because it is like fire. The writing on the cover is cramped and tilted. This helps the reader by showing them what is on the inside of the magazine. The photo is a medium-close up shot of a man with long hair which shows us stereotyping of people who are interested in rock music. The facial expression in the image is serious and bright, the man is wearing a black t-shirt. The main image can attract the target audience because it shows them what kind of music the magazine is talking about. There are images on the cover of people dancing and talking showing the target audience what kind of magazine it is. There are people in an image that look like they could be listening to rock music just like a lot of the members in the target audience may enjoy doing. The images have teasers that show the readers what may be inside the magazine. There is writing on the cover in short simple sentences to create a picture in the readers heads. On the front cover, it says ’25 years of’, this could appeal to people over the age of 30 because they may remember when album first came out that long ago. There are some cliff hanger-like sentences in the words ion the cover which makes the target audience curious to find out more about it. On the cover, there is a bar code the name of the magazine and the date, all of which are quite small to make more room for images and text.

                                         

mojo cover analysis

they have used mojo as the masthead. the target audience might be 30-41 because some young people might not listen to this kind, it doesn't matter about the gender because it could be for both genders. they have used bold and big letters for the masthead but the social grade is abc1.

the colour of the pallet is white and blue the title is white and the background is blue. the blue, black and white connote a cool read for males. red connotes is for violence, sex and passion which links to all the songs which they enjoy.