Cohen's moral panic theory: 1972
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Representation- the way ideas, objects, people, groups and life forms are depicted by the mass media. Any consideration of a "collective identity" must take into account the role that representation plays within the construction of a media text.
The way the media represent women...
Women are being show what the "perfect" body type is an how they should look. Which is having a negative effect on society because vulnerable teens are being brain washed into thinking this is right. Alongside this, teenagers are constantly being shown images of women such as this advert, to make other people feel bad about how they look- ruining their mental health, making the product to be brought. This is an oppressing media representation because this model is underdress- which also implies that to be "pretty" you much show as much skin as possible.
The way I think the media should portray women…
However I think the representation of women should be more on the lines of celebrities such as Jennifer Lawrence, who was told she was "too fat" to be in the movies, yet she refused to sink to peer pressure and stayed the same. Furthermore, If role models such as Jennifer Lawrence would be much more empowering for the younger generation.
Collective Identity- The individuals sense of belonging to a group who share a set of traditions and values, (part of personal identity). Not just the representations from mainstream media but also through self construction by users of media. (Social networking, pub discussions, etc). "A focus on identity requires us to pay closer attention to the ways in which media and technologies are used in everyday life their consequences for social groups"
This could have an influence of peoples opinions on the views of teenagers- and more importantly "CHAVS", as they are having children when they are still children themselves, this can have an impact on teenagers themselves because they may see the newspapers such as these, and may think this is okay, and they too are able to have children because if these teens can do it, so can they.
Mediation- Is the process of selection and shaping, creating meaning from an original event- The editors version of reality is represented to public.
It is the process through which representations are created.
After the hillsborough disaster, The Sun newspaper created a headline making it appear that the police were trying their hardest and it was all the fans fault- this help the police cover up their tracks, and it has taken 27 years to finally reveal that it was actually the polices fault- The Sun only showed a bias side and didn't include the side of the victims.
Identity- this can be argued to be something unique to each of us that we assume is more or less consistent (and hence the same) over time… Our identity is something we uniquely possess: it is what distinguishes us from others.
Structuration- the process in which human agency and social structure are in a constant relationship +/- the social structure is reproduced by the repetition of acts by individual people (and can therefore change) The change of the social norms- for example the change of the lack of stigma to homosexual couples. The way media operated years ago has changed.
Buckingham- (2008) "Identity is complicated/ complex" "A focus on identity requires us to pay closer attention to the ways in which media and technologies are used in everyday life their consequences for social groups"- (radicalisation)- If the media was to only look at one aspect of something, a social group, for example youth, may be lead wrongly and negatively, for example in looking a different races.
A way to understand Buckinghams theory of ""A focus on identity requires us to pay closer attention to the ways in which media and technologies are used in everyday life their consequences for social groups", Is Kim Kardashian, because if teenagers are following people such as her, they are being led to thinking this is the way all women should look, it objectifies women into thinking, they need a big enough bum, to be able to balance a win glass on it.
Gauntlett- "identity is now consciously constructed, and the media provides some of the tools to help us construct our identities. The media contains a huge number of messages about identity and acceptable lifestyles. At the same time the public have their own diverse set of feelings. The media and media consumers are engaged in a dialogue in which neither overpowers the other"(This links to the "hypodermic needle theory" and Halls, Encoding and Decoding.
(The media choose how identity is represented)
One of the examples that can show this theory is The Suns newspaper of 1 in 5 Brit Muslims' sympathy for jihadis.
Giddens-There is a social structure which shapes our lives (traditions, institutions, moral codes, established ways of doing things), but it relies on individuals following these structures (rules/ expectations/ social order). (being pressured to act in a certain way because of "Social norms"- the way society has made us think- If our teacher was to walk in wearing bright makeup and a dress, we might be a bit confused and question it- because of how we have been brought up, by our parents, but also the media. "The two step flow theory" , For example, generations before used to always go to church, yet over time this has stopped.
People used to have to be married before having a child, if a child was born out of wed-lock, it was stigmatised, yet now there has been a lack of stigma- society has changed.
Women used to have no independence, having no vote, any thing they owned was said to be their husbands- but then there was the suffragette movement- giving women the rights.
When they (individuals) act differently the social structure can change. STRUCTUATION is the process in which human agency and social structure are in a constant relationship +/- the social structure is reproduced by the repetition of acts by individual people (and can therefore change)
An example of this is the film Hairspray because it shows the division of how the black people were inferior to white people. This film included the different parts of racism.
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