WHAT

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WHATS WRONG WITH STEREOTYPES?
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Past Methods of Analysis

• stereotypes approach
• reflection theory media images thought to
  reflect social world
• And to shape it through negative effects

• Alternatives
• positive images
• real women
• unusual women lost heroines
• Portrayal as a strategic term - policy
• 1970s 1990s

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Definitions

• type - L. typus, a. Gr. Tupoj - impression,
  figure, type
• The general form, structure, or character
  distinguishing a particular kind, group, or class
  of beings or objects hence transf. A pattern or
  model after which something is made.
• A person or thing that exhibits the
  characteristic qualities of a class a
  representative specimen a typical example or
  instance.

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Stereo

• Stereo - adj., f. Gr. stereo-j solid
• stereotype - 1. The method or process of printing
  in which a solid plate or type-metal, cast from a
  papier-mâché or plaster mould taken from the
  surface of a forme of type, is used for printing
  from instead of the forme itself
• 2. fig. to make firm or permanent to fix
• Something continued or constantly repeated
  without change a stereotyped phrase, formula,
  etc. stereotyped diction or usage.

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Popular definition of Stereotype

• A conventional or formulaic conception or image
• A preconceived and oversimplified idea of the
  characteristics which typify a person, situation,
  etc. an attitude based on such a preconception.
  Also, a person who appears to conform closely to
  the idea of a type.

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Virgin/whore
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Negative Implications

• stereotype general-ization about a person or
  group of persons
• The conscious or unconscious attribution of
  generalized characteris-tics of a whole group to
  all its members
• exaggerates the uniformity within a group and its
  distinction from other groups

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Stereotypes the Reflection Hypothesis

• 1960s 1970s
• media imagery as evidence or reflection of social
  actuality
• naming stereotypes related to
  consciousness-raising

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• click phenomenon negative
• underlying assumption popular images reflected
  helped to shape actuality

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• I dont have any explanation for stereotyping
  other than its easy.Its sign language. It
  saves the writer the ultimate discomfort of
  having to think. - Harvey Bennett, Producer,
  The Bionic Woman and Six Million Dollar Man

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Limits of Stereotypes Approach

• crude concept static, fixed repetition
• overlooks possible change
• little conclusive evidence for reflection theory
• diffuses attention from really important issue
  how media representations systematically support
  white supremacist capitalist patriarchy (bell
  hooks term)

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Cultural Studies Approach

• workings of media imagery
• includes semiotic analysis media images as
  texts with multiple meanings
• Represent/ation - Action practice
• 1 of central practices that produce culture
• Cultural practices produce meanings
• assumption not fixed can change