Representations and Stereotypes

Gender

  This Pop music magazine front cover links to the theory Laura Mulvey proposed that women are "erotic objects of desire". This women is shown with her shirt open, revealing her bra to the reader. Women are used as erotic objects on magazines to ultimately gain attention from the male target audience. Using sex to sell is one of the most common tactics                                                  used on any media product. Using women as erotic objects on a magazine cover may also influence sales as it allows itself to also be targeted towards the male audience instead of just females. 

Since 1975, times have changed from just women being eroticised. Men are also now used as erotic objects to appeal to the female audience. This suggests that both genders use their sex appeal to boost the sales of certain products.

Females may also be attracted to this image because they may feel that they want to be seen as sexy and attractive women themselves. This ultimately allows a bigger mass market for this magazine to appeal to which will boost the number of sales.

I would represent this artist by using a female or male model and will then remove key sections of clothing which would then allow me to follow Laura Mulvey's 'erotic objects' theory. Using a male or female relating to Laura Mulvey's theory will instantly allow me to target my model at either the male or female target audience.

Youth

Theorist Stanley Hall puts forward the point a theory known as the 'Storm and Stress Model'. Hall argues that all young people go through some degree of "emotional and behavioural upheaval". He also argues that youth must have "excitement" otherwise they will turn to more prone enthusiasms such as sex, drink and drugs.

These typical 'negative' stereotypes of the youth allow magazine publishers to sell their magazine to the youth because they can make the magazine look edgy and rebellious. This will ultimately appeal to the youth target audience because they will find 'rebellious' people more interesting to read about than some other youth audiences. 

Dick Hebdige's theory which suggests that people of the youth are either 'fun' or 'troublemakers'. 

Parent friendly magazines such as Top of the Pops gives another representation to the youth and links to Hebdige's theory of "Youth as Fun" giving the youth a positive effect instead of just predominantly negative.

I would represent the youth by using the mise en scene as my main profile to my models to allow them to link to Dick Hebdiges' theory that the youth are either 'fun' or 'troublemakers'. I would use clothing to show class types and also the style of make-up of I were to use a female model. Clothing would vary from more of a street look which would also link to Keith Grandal's theory that the lower-class are portrayed as a 'culteral other'. Having more higher-class and 'smarter' clothing would instantly connote to the reader that this artist is of a higher-class based on their clothing styles.

Race

Theorist Sarita Malik argues the point that whiteness has been 'naturalised' when of course its an ethnic group like any other. He also argues that there are still too few black people who actually control the images in terms of directors, screenwriters and producers.

The majority of music magazine covers such as Top of the Pops, Kerrang and NME predominantly feature white artists. This suggests how other races are almost segregated from mainstream magazine such as Kerrang. This supports Malik's theory that whiteness has been "naturalised" and that "multiculturalism is not represented in the British Media."

Another thing to consider is that the majority of Hip-Hop artists are black and it ultimately creates a negative stereotype of them. Hip-Hop artists and their fans are seen to be embracing the negative stereotype which links to Stuart Halls theory that the standard image of blackness is being the 'social problem'. However, these negative stereotypes sell, especially to the youth. The negative representations given to Hip-Hop makes the magazine and artists look edgy and more exciting to people of the youth.

I would ultiamtely represent this artists with the connecting stereotype by using a black artist portaryed in their natural clothing. This will also again allow me to use mise en scene to allow the target audience to create their own stereotypes as to what kind of class this black artists is.

Sexuality

In the Media, typical stereotypes of sexuality are used in the media to explore ideological positions about sexuality. Theorist Andy Medhurst says, "Films and television comedies are full of gay men as effeminate screaming queens." Medhurst also argues how typical gay male behaviours are inflated to define their male characteristics of male homosexuality. This allows the media to create a more recognisable image for people to identify different sexuality's.

Medhursts' theory of 'screaming queens' does not just necessarily mean 'all gay men are like that', it's implying that 'all gay men are like that and aren't they awful'.
Medhurst argues that this is done to make heterosexual viewers feel safe in the belief that there way of living is the most natural. This allows the straight viewer to feel more safe and superior to other sexuality's, such as male homosexuals.

This is why Medhurst argues how stereotypes of sexuality strive to create two 'polarised' sexuality's (hetro and straight). This again links to the medias text of the 'screaming queen' and his female equivalent, the 'butch dyke'.

I would represent this artists by again using mise en scene as my main portrayal and strereotype as to what sexualtiy my male or female arists is. Medhursts' theory that homosexuals are portrayed as effeminate screaming queens throughout various films and television programs ultimately makes it easier for viewers to identify if that person is of the homosexuality or not. Trying to show someones sexuality in one image, unless you know their sexuality, is harder to identify.

National/Regional Identity   


Theorist Andrew Higson writes, "Identity is generally understood to be the shared identity of naturalised inhabitants of a particular political, geographic space - this can be a particular place or region."

One classic example of this in a British music magazine of connoting it is a magazine for British readers is using the Union Jack flag and colours. This is evident on this front cover of NME in which they show the American flag behind popular American artist Lana Del Rey.

I would represent an artist which clearly showed their regional identity by adding in some sort of symbol such as the American flag to an American artist to show their regional connections.








Class


Even though the artists shown on the covers of music magazines are evidently wealthy because of their success, however they are shown to appear 'poor' to allow there target audience to relate to them. This relates to Keith Gandal's theory in which he states the lower-class are portrayed as a "Cultural Other".

I would represent this artist by again using the rise en scene in which I could show the audience a basic assumption of the persons class. Again, like I said before you would vary the artists fashion sense with some of the typical fashion styles which instantly connote to the audience a persons typical class based on their fashion style.