Representation in set products

  • Created by: holly6901
  • Created on: 24-01-20 11:41


  • She is represented as strong and powerful due to her use of direct address, giving an insight into society's view of women and giving power to her culture through her outfits and body language
  • Her body and how it relates to her star persona is a key component
  • Refers to slavery
  • Hurricane Katrina symbolised by the water and standing on a police car represents rising above police brutality
  • The antebellum dresses draw references to slavery and white superiority
  • Includes video footage from the Kanye West controversy after he attacked George Bush on the racial tensions
  • Shows her daughter in her natural hair and promotes black self-love through the lyrics
  • Women in white, men in black represents a time when slaves were free but still oppressed
  • MLK is seen in a newspaper representing the civil rights movement
  • The boy dancing before police put their arms down represent that kids are involved in this too
  • The graffiti of stop shooting us is seen
  • Beyonce shifts from obscene gestures to culturally recognised dancing
1 of 5


  • The video frequently references the Western and Horror genres which have a stereotypical representation of women
  • Women are objectified and placed in the video voyeuristically which objectifies them (Goodwin music video theory)
  • The women singing originally fits societal norms with perfect makeup.
  • However, through the video, her makeup gets more and more smudged as she becomes more and more vacant (bell hooks would say this presents a conflicting view of women)
  • Women tend to be shown in a victimized way eg. women being tortured, high angles and dark lighting represent them as inferior
  • Quick shots make us scared eg. women being dragged under the bed
  • Women save themselves eg. women tied to the tree
  • Voyeuristic spying eg. man in the bush
  • Singing woman = enigma codes of who assaulted her
  • bell hooks: Is this video commenting on how women struggle or are they reinforcing patriarchal norms
  • Men in powerful positions eg. directors
  • Trying to break America: May explain controversial representations of women
2 of 5


  • Stereotypical representations of 'domestic perfection'
  • The women had stereotypical 1950s outfits and hairstyles eg. her headscarf. Having her hair back connotes she's focused on her work
  • The advert forms part of the 'shared conceptual roadmap' and is a familiar environment to the audience - Stuart Hall theory of representation
  • The women act as role models for the audience - David Gauntlett theory of identity
  • Gerbener explained how audiences may be affected by media products. The advert aims to cultivate the idea that it's the brand leader and is a desirable product
  • The advert only features female characters and uses stereotypes of the 1950s
3 of 5


  • Subverts many conventions of typical charity adverts eg. happy characters
  • This representation of Claudia being happy presents her well
  • Most audiences are immune to traditional shock tactics of charity adverts
  • Dress code of pink is stereotypical
  • Her age is similar to the other women who join her at the water pump which connotes she may have had to 'grow up too fast' due to her situation
  • Her confident gesture codes represent her as the protagonist that the audience can associate with positivity
  • Her independence is connoted when she is alone on the long dusty road which we see from a wide shot
  • The dry, dusty African road is something many audiences recognise yet, the positive audio codes contrast this stereotype - Stuart Hall theory of representation
  • Claudia acts as a role model to explain the lifestyle changes the audience can make if they donate to WaterAid - David Gauntlett theory of identity
  • Claudia is contributing to change by working in a non-typical role for women though the advert, however, the advert does link women to childcare - Liesbet Van Zoonen 
  • WaterAid is encouraging post-colonial ideas by saying we should 'help' - Post-colonial 
4 of 5

Kiss of the Vampire

  • Older stereotypes of men holding power over women and more modern stereotypes of women holding power over men can be seen in this poster
  • The 60s were the start of sexual liberation for women with feminism and the contraceptive pill
  • Both women wear pale dresses to highlight their body shape and sexuality
  • The woman on the left is a stereotypical passive victim by her gesture codes
  • The woman on the right is presented powerfully and non-stereotypical 
  • The vampire is uncharacteristically fearful as he has his arms spread over his chest
  • The bats, the castle, the cape and the blood is familiar to the audience and they are actively encouraged to decode the typical iconography - Stuart Hall theory of representation
  • The female vampire acts as a role model for women struggling against male oppression - David Gauntlett theory of identity
  • The female vampire is contributing to social change by assuming a non-passive role - Liesbet Van Zoonen feminist theory
5 of 5


No comments have yet been made

Similar Media Studies resources:

See all Media Studies resources »See all Section A - Theorectical evaluation of production resources »