Key Word: Archetype: The Original Model
The media constructs meanings about the world.They represent it and help audiences make sense of it, there needs to be a shared recognition of people, situations and ideas for representation to be meaningful.This prompts the question: how have groups been represented by media products? In a positive or negative way?
The media give us images, and ways of imagining particular groups which can have material effects on how these groups are understood by others. Stereotypes represent people in society by emphasising certain common features.
Popular TV such as Soaps, dramas and sitcoms make extensive use of stereotypes so that the audience can quickly recognise certain types of characters.They are identified through characteristics such as dress, speech and behaviour.The stereotype therefore assists the dominant groups in maintaining their power over subordinate groups.
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