MEDIA

THEORISTS

Lauren Hawtin
GRAMSIC
Theory summary
Gramsci's theory is a developed concept of cultural hegemony ( which means leadership or
dominance, especially by one state or social group over others). Gramsci discusses that he thinks that
in the media the middle class dominate the society, by their ‘normal’ behaviour.
Representation of youths
This means other social classes/groups will always been seen as a negative I the media, as they are
unable to have the same life as middle class.
Effects of these representations
this effects the representation of youths as they will all youths will be compared to the middle class,
thus meaning that lower classes are expected to live up to the middle class, and if they don’t live up to
the standards, they are then looked down upon by society
The role of media representations in society
By looking at this theory we are able to see that the media always still with the hegemony of the
higher classes as these are seen as more acceptable. Also that they do not take into consideration how
other people live within society
GIROUX
Theory summary
Giroux discusses that teens have this empty category and that adults just plot their own ideas into this
empty space having a negative representations of youths
Representation of youths
Giroux views show how the youth are mistreated within the media. Describing them as an ‘Empty
category’ explains that adults do not really understand what it is like to be a youth in this generation.
Therefore they just plonk their own ideas into this empty space of what they believe the representation
of youth is.
Effects of these representations
Media involving just adults therefore greatly effects these representations. The adults do not want their
generation to look bad therefore use teenagers as a scapegoat to place the blame on.
The role of media representations in society
By looking at this theory we are able to see that the representation of youth is moulded together
through what adults believe and think. This then leads to uprising of stereotypes through the media and
also cause moral panics . When all of this has just been created through hegemony and the media
raining down their ideas onto the adults
ACLAND
Theory summary
Media representations – Delinquent youths = enhance hegemony
Done by ideal of ‘NORM’ adult and youth behaviour = Contrasts deviant youth behaviour =
Unacceptable
Representation of youths
Media representations of young people = allows state to control them (EG ASBOs)
This is known as ‘Ideology of protection’ , Idea that youths need to be CONTANTLY watched
= Youth is the time where they learn about social roles/values State needs to confirm these values
Effects of these representation
This therefore effects the representations as the adults see youths as all being reckless and they have to
keep enforcing that these actions are bad. This is to enforce the hegemony of how they should not
behave when they reach adulthood. This means that there will be more negative stories in the media.
The role of media representationBy looking at this theory we are able to see that adults believe that it is
necessary to show youths in such a disastrous way. This is so they can tell youths how to act and how
not to act so they can enforce middle class hegemony.
s in society
HEBDIGE
Theory summary
Studies British youth subcultures (Late 1970s)
Focused on the reality of youth cultures.
Subcultures = Youths to express themselves and to challenge hegemony (Mostly through style
Representations on youths
Hebdige argues that the representation of youths is VERY limited Either shown as Trouble or fun there is no
in-between.
Suggest media representation of youths in NOT REALITY
Effects of these representations
Therefore this would effect the representation of youths dramatically. Due to them either being shown in
two different ways of being trouble or having fun in the media it suggest that we never get to see the good
and hard working teens of society who just fade into the background (Being seen by the media as boring)
The role of media representations in society
By looking at this theory we are able to see that the media in society tends to ignore the good and the hard
working and focuses on the fun and the trouble. This therefore makes adults believe that all Youths behave
in this manner.
COHEN
Theory summary
Studied media response to mods and rockers riots (60’s)
Time ‘Folk devils’ emerge in society, Reflect anxieties at the time
= Causing a moral panic to occur
Representation of youths
The effect of the moral panic is to reinforce hegemony by the media making it clear what values society do
not accept. This shows that when youths try to express themselves in a way that adults have not seen
before they try stop it by showing it as a negative aspect
Effects of these representations
Therefore this would effect the representation of youths as it shows that they are not allowed to express
themselves within a different way that society does not see as acceptable. Therefore this places a more
negative effect on the youths as everything they do, out of the norms of society, is seen as bad.
The role of media representation in society
By looking at this theory we are able to see that the media places the blame onto the youths seeing them
as an easy target. This causes the moral panic cycle to happen in order to stamp down hard onto anything
that youths try to do that is out of the norm.
GREG PHILO
Theory summary
Argues that Contemporary ‘Hoodie cinema’ reflects middle class anxiety about the threat of the
working class
Representation of youth
This shows that anyone under middle class is inserted into this ‘Hoodie cinema’ which is basically
summing up that in all films that if you are not middle class then you are a thug in a hoodie.
Effects of these representations
Therefore this would effects working class youths as by everyone else they would be seen as thugs and
upper class people would be more threatened of them. Also it would be harder for them to make
something of their life if they believe that they will always be linked with the ‘hoodie cinema’ idea.
The role of media representations in society
By looking at this theory we are able to tell that the media link social classes with strong stereotypes.
With the middle class being the ideal person and anyone lower than this being a hooligan.
GERBNER
Theory summary
Studied effect of television Perception of crime.
Found Watched loads of TV = Overestimate crime (Mean world syndrome)
News reports/TV dramas/ films = Lots of crime = influence perception of world
(CULTIVATION THEORY)
Representations of youths
This shows that youth are always the victims of being involved within crime throughout many media
platforms. This therefore would give people the perception that youths commit all crime thus presenting a
negative representation.
Effects of these representations
Therefore this would effect the representation of youths by automatically giving them a bad name, no
matter what they are like. Many programmes ‘indoctrinate’ the public into placing the blame onto teens
The role of media in society
By looking at this theory we are able to tell that representation is closely linked to what we see on the
television. People’s perceptions on representations depends on what has been shown on the television.