Representation Theory

Stuart Hall infers that representations are built via codes. The media uses stereotypes and often reduces groups of people to oversimplified cliches. 

Our ability to decode imagery within the media is not innate, it is learnt through continued exposure to media products. The media uses and shapes our understanding of the world and how we interpret it. 

In terms of magazines, he states that the portrait photograph of the cover star can give connotations of power. If the cover star directs their gaze to the left of the frame, this can infer regret or nostalgia, however a high angle shot may infer vulnerability or helplessness. Magazines will specifically use media stereotypes to reflect social attitudes and the wider views of society. We can interpret society's views through the way social groups are stereotyped. However, the media also contributes to the construction of stereotypes within society, Since the media is so powerful and is owned by the dominant hegemonic groups in society, these stereotypes can be easily constructed and enforced by such companies and brands. This drastically affects society' attitudes towards social groups, especially those that are under-represented in the media.

Although stereotyping can be thought of as increasing visibility of under-represented groups, it is rarely a good representation, as it is, again, created by the dominant hegemonic groups in power. The groups' negative traits and characteristics are highlighted, typically for comedic effect. Due to the dominant hegemonic groups having little experience with people from these groups, it results in negative representations. There are few women and individuals of colour at the top of media industries, so we see less positive representations of these groups.