Representations and Stereotypes

GENDER
Laura Mulvey a feminist critic in the 1970's, best known for her essay Visual Pleasure and Narrative Cinema. Her theory stated that that the way woman are portrayed happens in just two ways; "as erotic objects of desire for the characters within the story and as erotic objects of desire to the spectator". Women are represented in an attractive sexy manor to entice a certain target audience; generally male from a middle-aged generation. This is typically done through poses and the mise-en- scene of the picture. Using objects of sex to sell products is one of the most common tactics used to promote in the media. Men will most likely be drawn to a magazine if it has an alluring, beautiful woman on the front cover. Who shows all the desired qualities a man wishes for. However Mulveys theory can be challenged, some would state that these feminist ideas have become outdated. Ideas have developed and it is suggested that by having an erotic image of a woman on the from of a magazine does not automatically put off other females. It is thought that women feel that this type of image is a representation of themselves or what they crave to look like. Female secondary or even primary audiences could be attracted to this factor as it could make them feel better about themselves. Although some say that this theory means nothing in the current day as this tactic is used in a similar way to women, in order to sell magazines to a female audience males protagonists are feature on the front cover. Following the desirable brief set by the female fascination of the male body as a consumable product found on shelves of multiple stores. In terms of my magazine design, my audience are reasonably young so in the case sexualising an individual as a product may not be the best idea however, the targeted gender of my audience is mixed therefore Laura Mulveys theory may not apply.

YOUTH
Youth Theory

In 1904, a phycologist from America, Stanley Hall wrote a book called Adolescence. Within this text he puts forward a theory known as the 'Storm and Stress Model'. Meaning that adolescence is inherently as all young people go through the same degree of emotion and behavioural state at some point in their teenage lives.
He actually said "Adolescence is inherently a time of storm & stress when all young people go through some degree of emotional behavioural upheaval, before establishing a more stable equilibrium at adulthood".

He put across the ideas that:

• the common mood associated with teenagers was a state of depression
• during the ages of 12-24 criminal activity would increase significantly
• a heightened sensation towards seeking, he said "youth must have excitement and if this is not at hand in the form of moral enthusiasm it is more prone to be sought in sex, drink or drugs".
  Despite this theory being published over 100 years ago it still applies to how the youth are represented and stereotyped in music magazines as well as the media as a whole. Even though not all youths are depressed, addicted to drugs or sex criminals, this extreme representations of the age group is a popular images, that sells successfully By using this type of protagonist it gives the magazine a rather edgy, hardcore, anti-establishment perception. Youths who think they fit this stereotype, generally have a rebellious personality and go against what society expects and wants from them. This magazine would appeal to this group as they feel it is an accurate representation of them or what they aspire to be, where as it would not appeal to a group of stereotyped 'nerds' who listen to a completely different genre of music to what is implied by this magazine.
   In this particular magazine front cover Justin Bieber fits with this stereotypical perception of youths as he has multiple tattoos and his appearance is quite messy. Another theorist named Dick Hebdige described "youth as fun" and that "youths are trouble makers". Both of these concepts will apply to my magazine as the older individuals within my target audience will naturally want to relabel and make themselves appear as if the can 'take on the world'. However for the younger audience I would like to portray youths as fun and create role models that parent deem as acceptable. 

        RACE

Race Theory
In 1998, a theorist named Sarita Malik writes about the obvious in her essay regarding race. The piece is called 'The construction of black and Asian Ethnicities in Bristish Media'. Extracted from this she says "The world 'race' in the cultural and political terrain has almost universally been aligned with Black and Asian people, as though they are the only racial groups that 'own' an ethnicity...whiteness has been naturalised, as though it is an invisible 'norm'. When it is of course an ethnic group like any other". It is clear to decipher that the music industry does not equally distribute the 'attention' given respecting the variety of races in the UK alone. Malik also argues that "Many feel that Black and Asian audiences are still not sufficiently catered for and that insensitively towards issues of race and the ethnicity still exist. The reality of a lived multiculturalism is not represented in the British Media". There are two reasons for this;

• On the big branded music magazines such as; Top of the Pops, Kerrang, NME, Q and Total rock the protagonists found in the content are mostly white. Showing an aspect of discriminations as they are absent from magazines classed as mainstream. This links into Malik's idea that whiteness has been naturalised to society. Multiculturalism is not being represented how it should be within the British Media. 
• It is usually thought that artists who don't fit the expected race are featured in Hip- hop magazines. This genre of music is typically associated with violent individuals that are involved with a lot of crime. Stuart Halls theory form 1981 supports this as he said " There is a grammar of race based on a traditional diet for the British Media that is based on the standard image of blackness being the social problem". This helps identify reasoning for the negative stereotype that relates to the cultural race that correlates with this genre.
  Despite this pop magazine showing blackness, it does not somehow show it honestly as there is still an artist of a white race. This implies the idea that a black person cannot be seen on the front of a pop music magazine without a white person being present in the image. Because pop magazine tend to stick to the white artists I will follow this convention as it will be recognised to the audience.

      NATIONAL/ REGIONAL IDENTITY

Regional identity theory
A theorist named Andrew Higson, in 1998 wrote; " identity is generally understood to be the shared identity of naturalized inhabitant of a particular political geographic space, this can be a particular nation or region". Stereotypes can be constructed from a certain area that groups of people come from. Locations are associated with different types of people.
With can be shown on magazines through a patriotic approach, for example incorporating a flag into the image. In the magazine we can see a use of regional identity, the protagonist is stood in a field, suggesting she is from the county side.
I intend to use this convention subtly as it could easily attract the audience.  

CLASS

Class theory
Classes are pitched through the idea of C1-E, different stereotypes are used to represent these groups. For example one theorist named Medhurts said that the middle class are awful because they are not like us. When he says us it refers to the middle class producers of popular medium. This image can be portrayed through any aspect of the magazine such as the mise-en- scene, the camera angle and the protagonist. In 1992 Richard Butsch claimed that working class males in the media are represented as "incompetent and ineffectual, often a buffoon, well-intentioned but dumb. In also all working class series, the mail is flawed, some more than others...he fails in his role as a father and husband, is loveable but not respected". Hip- hop magazine are all about connoting wealth, as the audience are impressed by the 'rags to riches' concept. This can be done with the use of money, cigars, expensive cars, expensive clothes. Producers use this concept as the audience is drawn to the thought of poor people making it big through music. This lifestyle is considered relatable. The front cover image I have chosen links to this as props such as jewellery are used to connote wealth and make it a desirable factor for the audience. In my magazine design I do not intent to use class theory as it I feel it would be wrong to force my young audience into stereotyping society. Also class theory is not often used in magazine so much from my genre.

      SEXUALITY

Sexuality Theory
In the example I have chose, Sam Smith, a gay artist that features on the front cover. The way he is portrayed, does not immediately make the audience think that he is gay. Usually if an artist is gay, lesbian or bisexual this factor is highlighted, through aspects such as dress codes, language or what is actually written in the magazine. Magazine producers profile an image for each artist, it is east to create false or extreme illustration. Andy Medhurst said that "stereotyping is a short hand for representation". Meaning that we can not realistically know someone form how they are represented through the media. The media has two typical accountable figure of people who don't carried out what is considered normal. Gays men are known as 'scream queens' as they take things over the top and lesbian woman are portrayed as 'dykes', as they are thought to be the more masculine version of a female.  Sam Smith along side a lot more artist in todays media are represent just as other people and are not showcased as being different to the 'norm'. The artists sexuality could not be told from this particular photograph. I will not use a particular sexuality or gender throughout my magazine, as thi will show that my product is not impartial to anyone or anything. I think this is important as my target audience are young and impressionable.