- Hegemonic view of society - fundamental inequalities in power between social groups. Influence from groups of power are exercised culturally rather than by force.
Representations are encoded into mass media texts. This is done to reinforce dominant ideologies in society.
Ideology:
- A set of ideas which produce a partial and selective view of reality.
Feminism:
- Socially constructed
- Produced and reflected in language (O' Sillivan et al)
- Feminism refers to a broad range of views containing one shared assumption - gender inequalities in society
Post-modernism and representations of reality:
- "In a media saturated world, the distinction between reality and media representations becomes blurred or invisible to us" (Julian McDougall)
- People were concerned with representing reality but now this gets mixed around and we end up with intertextuality.
Stereotypes:
- Stereotype is a label that involves a process of categorisation and evaluation (O' Sullivan et al)
- The word wasn't supposed to be negative but was just to be an easier ordering process (Walter Lippmann)
- Stereotypes are representations of those who 'belong' to society (Orrin E. Klapp)
- Stereotyping is not a simple process (Tessa Perkins)
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