Tide and theories of representation

Stuart Hall:

1)Representation os the way in which meaning are produced using the signs and codes of media language.

2)Stereotyping reduces people to a few simple, recognisable characteristics. Hall refers to this as a shared 'conceptual road map' (shared or transferable ideas).

3)It tends to occur where there is inequities of power. and minority groups are referred to as 'other'.

The image of domesticity (including the two women hanging out laundry) form part of a shared conceptual road map that give meaning to the world within the advert. Despite the comic book look the scenario shown is is familiar to the audience of the time.


David Gauntlet:

1)The media provides us with stories that ‘provide an opportunity for individuals to think about the kind of person they want to be’ (Gauntlett, 2008).

2)Therefore, we use the media to suit our own individual needs, choosing which ideas to take notice of and which to ignore and combining ideas from different products. (Like a pick and mix).

3)In the past media representations offered singular straightforward messages about male and female identities.

4)Contemporary media products offer audiences a more diverse range of icons and characters allowing them to ‘pick and mix’ different ideas.

Women represented in the advert act as role models of domestic perfection that the audience may want to construct their own sense of identity against.


Van Zoomen:

1)The meaning of gender is constructed through discourse (spoken or written communication).

2)This meaning therefore varies according to cultural and historical context.

3)The display of women’s bodies as objects to be looked at is a core element of Western patriarchal culture

4)Women in mainstream media products function as visual pleasure both for male  characters within the text and for the viewing audience.

5)Women are relegated to a passive role as objects of a male gaze whereas men are seen to occupy an active role as they are the ones doing the looking.

While their role socially and politically may have changed in the proceeding war years, the advert perhaps contradicts Van Zoonen’s theory that the media contribute to social change by representing women in non-traditional roles and using non-sexist language.

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