Theoretical Framework: Representation

Representation is a foundational concept in Media Studies that examines how media texts construct versions of reality rather than simply reflecting it. This theoretical framework, central to the WJEC A-Level specification, draws on the work of theorists like Stuart Hall, who argued that representation is a process of encoding meaning through signs and codes, and that audiences decode these meanings based on their own cultural contexts. Understanding representation involves analysing how media portrayals of social groups (e.g., gender, ethnicity, age, class) can reinforce or challenge dominant ideologies, and how these portrayals shape our perceptions of the world. This topic is crucial because it equips students with the critical tools to deconstruct media messages, recognise bias, and evaluate the social and political implications of media content.

Representation is not just about what is shown, but also about what is absent. The concept of 'symbolic annihilation' (Gerbner & Gross) highlights how the underrepresentation or trivialisation of certain groups can marginalise them in society. In your studies, you will explore how media texts use stereotypes, countertypes, and archetypes to construct identities, and how these constructions can evolve over time in response to social change. For example, the representation of women in advertising has shifted from domestic roles in the 1950s to more empowered, but often still sexualised, portrayals today. This topic also intersects with other key areas of the curriculum, such as media language, audience, and industry, making it a versatile lens for analysing any media product.

Mastering representation is essential for achieving high marks in the WJEC A-Level exams, particularly in the analysis and evaluation questions. You will be expected to apply theoretical concepts to unseen texts and to case studies you have studied in class. A strong grasp of representation allows you to move beyond simple description and into sophisticated critical analysis, demonstrating an understanding of how media texts are shaped by their production contexts and how they influence audiences. This topic also prepares you for the non-exam assessment (NEA), where you can apply your knowledge to create media products that challenge or reinforce representations in creative ways.