Explain the concept of media. Discuss stereotypes in media representation.

 The average of communication (from the Latin medum, pl. meda) refers to the instrument or form of content with which the communicational process or communication is carried out. The phrase is typically applied to the mass media (MCM, masses, or mass media media); nevertheless, other forms of communication, such as the telephone, are not huge, but rather interpersonal. The media are constantly evolving. The first way of communicating between humans most likely was used in prehistoric times, the signs and signals whose reflection in the material culture are the different manifestations of prehistoric art. The emergence of writing is taken as a milestone of the beginning of the story. Since then, economic and social changes were boosting the birth and development of different media, from writing and its mechanization (printing - 15th century-) linked to audiovisual media associated with the era of electricity (first half of the 20th century) and the revolution of information technology and telecommunications (scientific-technical revolution or the third industrial revolution - since the second half of the 20th century) every one of them essential for the various stages of the so-called globalization process. The main purpose of the media is, precisely, to communicate, but according to their type of ideology can specialize in; inform, educate, transmit, entertain, form opinion, teach, monitor, etc.

Representation in media, and its importance, is not a new topic of conversation. In gaming, it’s around discussions of the protagonist not always being a white male. In film, hashtags like #OscarsSo White bring it to attention, or how an Asian actor was photoshopped into leading film posters to make a point. From films to games to TV series, representation 1s widely spoken about.

The Golden Globes recently brought it to the forefront, after the successes of Donald Glover’s TV show titled Atlanta, along with indie film Moonlight. The common thread between both Golden Globe winners is that they featured predominantly black casts.

“We often look at Scottish stereotypes in Media Studies — there are lots of representations of them and most are not very flattering,” says Dave. “Students study what a stereotype is, learn to analyse texts for signs of stereotyping and to recognise the cultural and technical codes that represent people, places or things.”

This helps to develop the analytical and critical thinking skills that students need not only in their studies of mass media and culture, but which they can transfer to a wide range of other subjects, and to life in general.

“TV and film is a rich source of representation”, comments Dave, “Viewers often don’t watch programmes using their critical faculties- they watch for entertainment — but this is obviously what we want to develop in our students.”

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