Theoretical Views of Media Representations

Marxist Perspective on Media Representation

Marxists argue that media representations are controlled by the bourgeois class, who use the media to disseminate ideas that support their interests.
This involves the transmission of dominant ideology - the set of values and beliefs that benefit the ruling classes.
Consequently, Marxists argue that the media reproduces existing power structures and inequalities.

Feminist View on Media Representation

Feminists emphasise the patriarchal nature of media content, which often portrays both men and women in stereotypical roles.
They argue that the underrepresentation of women and the portrayal of them in a sexualised or domestic role contributes to the reinforcing of gender inequality.
Feminist theorists also highlight the lack of female media producers as part of the problem.

Functionalists and Media Representation

Functionalists suggest that the media serves as a socialising agency, teaching individuals about societal norms and values.
They argue that media representations reflect the consensus within society, providing a mirror to the mainstream values.
However, critics argue that functionalists often overlook negative aspects, such as societal division and conflict highlighted through the media.

Interactionist Perspective on Media Representation

From an Interactionist perspective, the mass media is seen as a ‘constructor’ of reality, creating labels and images that individuals use to make sense of the world.
They argue that the media magnifies certain issues and stereotypes, causing moral panics and social reactions.
Critics, however, question whether the media alone can create societal change without cooperation from the audience.

Postmodernist View on Media Representation

Postmodernists reject the notion of one dominant representation, emphasising the increasingly fragmented and diverse nature of the media.
They suggest that the line between reality and representation has become blurred in the media-dominated society we live in.
Contrary to other theories, they argue that audiences now have more power to interpret and challenge media content.

Evaluating Theoretical Views on Media Representation

While all these theories offer valuable insights into media representations, it’s important to remember that they often reflect different underlying assumptions and focuses.
Interpretations of media content will depend on factors like the social context, individual values and the specific medium.
Arguably, understanding the media requires a combination of these perspectives to highlight various dynamics at play.