Representation Research

The purpose of any media product is to generate a profit. In order to do this it is important for companies responsible for producing said media products, to understand the different ways in which different societies and social groups are represented. This helps the institution to interpret the different stereotypes within different societies which can later be exploited in order to created a piece of media that will sell well as the content of the media will be exactly what the target is audience is expecting. I will be looking at the 5 key representation theories in depth, furthermore I will look at how these are later used and exploited in popular media, particularly magazines. This research overall will help me to understand exactly what the stereotypes and trends are that makes the magazine industry as successful as it is.

The first representation theory I will look at is Gender. One of the most renowned names revolving around this key representation is Laura Mulvey, her Male Gaze theory of 1975 states that females are simply used in magazines and other popular media as "erotic objects of desire". The theory in action can easily be found in today's modern society, it can be also be applied to both genders. The theory is dated and in 1975 men typically earned more that woman, the media institutions would of recognised this, calling upon the need for such explicit use of woman and not men, at the time. The use of woman in media is simply to sell to men. An example of this theory is shown on the right. Popular pop artist, Lady Gaga is shown wearing next to nothing, enough to keep it clean enough to be on the cover of a magazine, but risqué enough for potential male readers taking an interest in the image, and the image only. Lady Gaga is potentially seen as an object of sexual desire to some and the image of her in an erotic pose, with one hand over her breast and the other left to imagination, simply intensifies this desire. In terms of the lexis, the word "unzipped" is seen under her name. This connotes a certain sexual tension, unzipped is used in this particular example and throughout the media industry as a term that strips back the artist to the individual they are, without the costumes and act that most artists find fame in. However in this case it has a secondary meaning, on Lady Gaga's costume a zip is visible on her costume, pulling in a whole new meaning and sexual desire over the word "unzipped". The combination of, Lady Gaga, world wide known superstar, erotic posing and playful lexis all supports Mulvey's Male Gaze theory. All of these factors help to attract a male target audience to this day, personally I think that the use of females in magazines is effective and will possibly incorporate the fundamental basis of the theory into my magazine in order to represent my audience effectively.

The next representation theory that I will look at is sexuality. Sexuality is a controversial issue within today's modern society and typically always has been. It is seen as normal behaviour to be heterosexual as this arguably is how humans procreate, a homosexual relationship can only produce a child through surrogacy or artificial insemination, however the stigma towards bisexuals and heterosexuals is slowly dying and will only remain in those are are unable to adapt to a changing modern society. The image to the right represents the stereotypes within sexuality, particularly males. The heavy use of dark make up surrounding the eyes is arguably simply a emo or gothic stereotype however it also applicable to sexuality. The use of make up on a man is seen as emasculating as make up is typically used by females. The artists long hair and dark clothing simply magnifies the defining first glance thoughts and feelings towards him. This theory is not clearly represented in the cover to the right, personally I would say is partially represents some sort of sexual representation however is more well suited for demonstrating emo or gothic stereotypes. Arguably the flamboyance of the artist may be attractive to both males and females which is beneficial to a magazine institution hoping to get that largest possible target audience that it can, I will not be using this theory within my own magazine as it is a music magazine and can music really be homosexual ? The representation of sexuality would be better found in a lifestyle magazine.

The third type of representation I will be looking at is ethnicity. Primarily Sarita Malik's theory of 1998. "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" This theory is not accurate when looking at today's modern society where multiculturalism is very much present within British media. An example of which is shown to the right. Dizzee Rascal looks joyous and this links well with his quote beneath. "I'm spreading joy around the world, man!"  This goes against the theory of black people simply being trouble makers or deviants.
'Certain images of Black people as deviant trouble-makers, for example, are perpetuated by the media in order to encourage the mass audience to view blacks in a certain way'. Ethnic representation is not something that will be found in my magazine as my target audience is the White British population, however the use of representing different ethnicities, particular ethnic minorities who have found success is begginning to become increasingly popular in the magazine industry and the media industry as a whole.

The fourth type of representation I will be discussing is nationality. Andrew Higson's theory of 1998 states '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'. The magazine shown on the right revolves the idea of Americanism, the entire colour scheme is built up upon the colours of the American flag even the artist's costume. The representation of nationality is a dying feature, people care more about how good the music over the fact that the artist is from America. Artists are really only renowned for their nationality within their own nation. Adele is British, British people know this and British people brag about her to Americans. It is the same story for America and Britney Spears. Media that revolves around one nation and is used in that nation is effective, however it is not as successful when used in other nations. I will not be using the theory of nationality in my magazine as it seems as though my target audience is primarily British and having the whole magazine revolving around the ideology of Britain rather than the music itself is a bad decision as I am attempting to attract those who are interested in indie music, people who care about the music rather than the act, costume and commercialism behind it.

The fifth type of representation I will be looking at is youth, looking particularly at Stanley Hall's storm and stress model in which states "the common mood of all teenagers is depression' “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" Halls has the idea that youth is simply rebellious nothing more, they need excitement. The cover to the right plays upon this stereotype. The Kerrang logo itself, very much so plays upon this recklessness ideology of youth through use of the shattered effect. The cover uses black throughout and only really uses yellow and red as contrasting colours, colours which in themselves have their own hidden meaning. The yellow is bright, vibrant and connotes danger, red on the other hand connotes lust, sex and violence. The use of red links well with Laura Mulvey's theory of gender. The use of black connotes depression and darkness which implies a particular stereotype towards the youth of today. I will use aspects in my production of a magazine as my target audience is 11-17 and so they need to be considered as a primary audience.