Mass Communication & Media Literacy. Representation To represent something is to describe or depict it, to call it up in the mind by description, portrayal.

Mass Communication & Media Literacy

Representation

To represent something is to describe or depictit, to call it up in the mind by description,portrayal or imagination. To represent alsomeans to symbolise.

All media forms contain only a fraction of what could have been presented – they are selective in their portrayals and are thus abstractions in the way they work at emphasising or inflections limited elements or characteristics of what is on show or known.

Representation

How the media shows us things about society – through a careful process of mediation – hence, re-presentation.

For representation to be meaningful to audiences there needs to be a shared recognition of people, situations, ideas etc.

Representation

When analysing media representations in general it’s useful to ask a few questions1. What sense of the world is it making?2. What does it imply?3. Is it typical of the world or deviant?4. Who is it speaking to? For whom? To whom?5. What does it represent to us and why? How do you

respond?

Representation

1. What sense of the world is it making?

2. What does it imply?3. Is it typical of the

world or deviant?4. Who is it speaking to?

For whom? To whom?5. What does it

represent to us and why? How do you respond?

Ideology and representation

Representations are therefore encoded into mass media texts in order to do this – to reinforce dominant ideologies in society.

Ideology and representation

Ideology refers to a set of ideas which produces a partial and selective view of reality.

What is important is that the media’s role can be seen as: Circulating and reinforcing dominant ideologies Undermining and challenging such ideologies

Depicting individuals

TV NewsreaderMiddle classMan

What else does this media figure ‘represent’?

Types

Types A grouping based on shared characteristics; a class. An individual that represents the ideal for its class;

Stereotypes Stereotyping is a process involving the expression of

an exaggerated belief about a group that serves to qualify or justify the conduct towards that group of those who hold and express that belief.

Building stereotypes

Appearance

Behaviour

Implicit/explicit comparison

What are the characteristics of good communication?

What are the characteristics of good communication?

Listen to what people sayInvite questions and encourage interactionBe aware of people’s concernsUnderstand words and concepts that people

commonly use and use appropriate languageShare ideas and information in ways that help

people understand and correct misunderstandingBuild on what people already knowStick to the important pointsBe specific about what action to take Motivate people

• A = audience = Who?• P = purpose = Why? What do you want to

achieve?• C = content = What do you want to communicate?

WHY? What purpose do we have in mind? What are we trying to achieve? What do we want the audience(s) to do? What are our objectives?

WHAT? What information or messages – what content – do we want to convey in order to achieve our objectives and to motivate and mobilise the audience(s)?

HOW? What communication channels or media will be most effective in doing this? What combination of channels will work best?

WHEN? What critical timing is involved? Are there key windows of opportunity? Are there key dates by which something needs to happen?

WHERE? In what settings will our communication be used? Do we need to adapt our approach for different settings?

Why develop a communication strategy?

moves attention from communication products (leaflets, posters, booklets, discussion lists, websites, videos, workshops, events) to communication processes (how interacting, networking, involving, participating, encouraging, enhancing, empowering can best be achieved)

Working with the media:what can journalists do?

Journalists can:

be important and informed advocates on health issues

help you to get information across effectively simplify complex issues and relate them to

people’s lives but can also undermine or misinterpret your

message

How to make effective use of the media

Understand the context of the news room

Know what you want to get across

Pay attention to how to get it across: Interesting topic Accuracy and clarity Accessibility and interest Simplify the work of the journalist Cultivate personal contacts

Legal issues – you can be vulnerable

Don’t break the lawWatch out for slander and libelOnly use good dataAvoid quoting people without permissionIf you are quoting from a source make it clear

Ethical issues

Journalist responsibilities: accuracy of information respecting reasonable privacy protecting their sources

Consumer and community advocates providing accurate information acting in the interest of group they represent respecting the privacy of individuals