A stereotype is something that is a short abbreviation of something such as; particular group or person, something which todays society has learned to live with and proceeds to use to create a more simplified world to live in, and to make titles for people even if they do not know the person or group, yet they have an idea and title already labeled for them, something which is commonly done is people make generalizations for specific people and classes in which we live with today.
Within Disability, the representation of stereotypes changes from what the person if suffering from and from a media point of view, they’re seen as the ‘different’ kind of person, which is something that has grown over the time in which people with disabilities came onto TV and other Media related subjects, some which is still today a major stereotype for people who have a disability. Relating to working on media, and forms of TV is that “anyone with a disability is known to be a menace to others, just as much as themselves”, something which has made people with a disability not be allowed to work on set or with actors due to the apparent risks that come along with them, this is a case in which is being looked into and changed more and more over the years.
Ideology is a set of ideas that are linked to a possible belief, something which is created by a specific group that wish to give a powerful thought or idea, possibly in the form of a human. Something that symbolises an outcome and effects the political or public people, a form of policy created by someone, that has been changed or created so that it is held to be a belief.
- Something that has been created by the media and newspaper, powered by someone with a voice and belief is that people with a disability are ‘handicapped’ and can not work much like a ‘normal’ person, something which todays society has believed and started to follow-up, allowing comments and ideology create titles and categories for people who suffer with such conditions.
Stuat Hall’s theory consists of the idea of, representation is the link and the connection between the language and the culture and the way in which media presents us with it, something which he looked into for his research was the positioning in which the audience were, and the 3 possible ways that we read the text we see on media today. He said that there are three ways in which we can read the media, three of them being;
- Dominant Reading – This is the form in which whom ever is reading the text, fully accepts ‘the preferred reading’, some which most people do, with the media and the layout in which they show you the text, in his theory they think the code is normal and is a natural and transparent coding, something which most people believe and do when reading as it’s the way the media has portrayed the text to us, and the way in which we’re forced to read it.
- The Negotiated Reading – Someone who uses their own position and adds their own information to the text, although still using the form of ‘preferred reading’, they still think something needs to be changed and allows their opinion to change parts of the text, in which the media has purposely setup to make you think and decide for yourself how you use the information and the thoughts which you’re thinking about on the text.
- The Oppositional Reading – This type of reader, has a completely different perspective on the text, and is oppositional relation to the dominant code which has been created from the media in their text, leading them to reject the reading and takes it in a different form to how a negotiated and dominant reading code is processed to the audience, this is something that sometimes is used to make people question a text and make their own decision at the end, and use the text to influence their answer overall, although having an opposite opinion.
I can use this for my personal work, on how I personally want people to feel when reading my analysis on disability on TV and how, they can have their own outlook if they think otherwise, yet at the same time keep a dominant code throughout so that the majority of the people reading the text follow and believe with the facts and information I’m speaking about and using in my final write-up, while focusing on the dominant code, I can also try to include some of the oppositional coding to make people feel as if they were to add their own opinion into the place in which I’ve challenged the reader and to allow them to make their own judgment of the situation or case in which I’m speaking about.