Representation is not about whether the media reflects or distorts reality, as this implies that there can
be one ‘true’ meaning, but the many meanings a representation can generate. Meaning is constituted by
representation, by what is present, what is absent, and what is different. Thus, meaning can be
contested.
A representation implicates the audience in creating its meaning. Power – through ideology or by stereotyping – tries to fix the meaning of a representation in a ‘preferred meaning’. To create deliberate anti-stereotypes is still to attempt to fix the meaning (albeit in a different way). A more effective strategy is to go inside the stereotype and open it up from within, to deconstruct the work of representation.
A representation implicates the audience in creating its meaning. Power – through ideology or by stereotyping – tries to fix the meaning of a representation in a ‘preferred meaning’. To create deliberate anti-stereotypes is still to attempt to fix the meaning (albeit in a different way). A more effective strategy is to go inside the stereotype and open it up from within, to deconstruct the work of representation.
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