Representation-Mediation/Sterotypes

Mediation

Media texts are a construction of reality, and play an important role in the way we view the world. 

Reality is therefore subject to mediation which is the process that takes place when a media text’s meaning is created.

When mediation takes place, an institution, individual or even technology comes between the actual event and the audience.

Stereotypes

Media messages have to be communicated quickly which often means relying on stereotypes. Stereotypes work as a kind of shorthand where a word, image or sound will stand for a lot more.

A stereotype is a standardised, usually oversimplified mental picture or attitude towards a person, group, place or event.

Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their gender, class, ethnicity or race, sexual orientation, social role or occupation.

This clip/advertisement initially portrays the way society reprieves 'girls' and then makes them realise what being a 'girl' actually means. It definitely challenges but also teaches its audience that our minds have been moulded in a way to make being a 'girl' seem like a negative thing, and have pushed ourselves away from the reality. The initial stages of the clip is sadly dominant however as the clip progresses it becomes more alternative.

This commercial has acted as a way to challenge the shorthand (Medhurst) where being a 'girl' is often looked upon as inferior and in my opinion very unrealistic.