-Media industries use stereotypes because the audience will instantly understand them. Think of stereotypes as a 'visual shortcut'. They're repeated so often that we assume they are normal or 'true'.
Archetypes
-This is the 'ultimate' stereotype. For example, the white stiletto wearing, big busted, brainless, blonde bimbo.
Countertype
-A representation that challenges tradition stereotypical associations of groups, people or places.
Representations are created by the producers of media texts. What they choose to present to us is controlled by Gatekeepers.
Disability
Regionalism
Class
Age
Gender
Ethnicity
Sexuality
Homework: Gender (women)
Stereotypes of women are that all they can do is cook and clean, they're sex objects or lower than men. Also, women have a lot of pressure to be perfect and to look a certain way.
Below is a picture of the 50th anniversary of fairy liquid. Women have been stereotyped to do the cleaning in the household as oppose to men therefore have been put on the advert.
An advert stereotyping women as sexual objects who wear bras to appeal to men as oppose for the actual purpose of wearing a bra.
Below is a reference to the music video by Robin Thicke called Blurred Lines, the video now has an age restriction on Youtube due to its sexual nature. The video had to be taken down when first released as it had fully naked women in it, they later released a video with the women wearing clothes however still minimal. This outlines the stereotype of women being sex toys for men.
COUNTER TYPE MEDIA TEXT
Music video expressing the strength of women and how they can be successful.
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