Stereotypes

Useful Theory

Theorist Andy Medhurst (1998) said that; "Stereotypes are a form of magnification... the media takes a negative element then magnifies it to create an objection stereotype that allows the dominant group to feel more powerful," (Medhurst, 1998).

6 categories of stereotypes -
National/Regianal identity
Gender
Race
Youth
Class
Sexuality 

Gender

Laure Mulvey (1975) argued women in the media are used as; 'Erotic objects desire for males on screen and in the audience,' (Mulvey, 1975).

Gauntlett (2002) argues males in the media still follow traditional stereotypes as they are shown as,'Alpha males who control the action with violence,' (gauntlett, 2002).

Mackillon argues something slightly different,'Males are shown as sexual objects of desire who are more concerned with image,' (Mackillon,2002).

Race/Ethnicity

S.Hall said in 1981, blacks are stereotyped as; "The social problem." (Hall, 1981) and this is a stereotype that has been embraced by Hip-Hop culture.

Theorist Sarita Malkik points points out the obvious 1998); "The world 'race' in the cultural and political terrain has almost universally been aligned with Black and Asain people, as though it is an invisible 'norm.' When it is of course an ethnic group like any other.

Malik argues: "Many feel that Black and Asain audiences are still not sufficiently catered for and that insensitivity towards issues of race and ethnicity still exists.The reality of a lived multiculturalism is not represented in the British media." 

Sexuality

Medhurst argues the media stereotypes gays as, "screaming queens," (Medhurst 1997) and gay women as, "Butch dykes," (Medhurst 1997).

Youth 

Stanley Hall (1904):

"Adolescence is inherently a time of storm & stress when all young people go through some degree pf emotional and behavioural upheaval, before establishing a more stable equilibrium at adulthood." Hall also argued that:

1. The common mood of teenagers is a state of depression.

2. Criminal activity increases between the ages 12 & 24.

      

3. Young people are extreme and need excitement; "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."



Dick Hebdige (1988) argued youths are stereotyped as mixed metaphors of; "Youth as fun." and "Youth as a trouble maker." 

OLD AGE/DISABILITY

EVANS (1998), drawing on the works of Freud and other psychoanalysis, states: "Disable people are seen as childish, dependant and underdeveloped and are regarding as 'other' and are punished by being excluded from ordinary life. Thus popular images and rhetoric of disabled people abound with comfort us with people who are imperfect, helpless, disgusting, shi**y, dribbling - a treat to rigid ego boundaries.

Class

Richard Butsch (1992) who says working class males in the media are presented as; "Incompetent and ineffectual, often a buffoon, well-intentioned but dumb. In almost all working-class series, the male is flawed, some more than others...

Keith Gandal's, in 2007 he said that target audiences are drawn in by the; "Sentimental rags-to-riches story,"

Regional/National Identity

Theorist Andrew Higson (1998) writes; “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.”

On classic example in British Music Magazines of connoting it is a magazine for British readers is using the Union Jack flag and colours.