Representation

How things are portrayed and represented is a key aspect of media. Here are the key definitions involved with this, the contribution of these will serve as the whole post. 

Stereotypes- media institutions use stereotypes because the audience will instantly understand them. Think of stereotypes as a 'visual shortcut'. they're are repeated so much that we assume they are normal or 'true.

Archetypes- This is the 'ultimate' stereotype. For example the white stiletto wearing, big busted, brainless blonde bimbo.

Counter type- A representation that challenges traditional stereotypical associations of groups, people or places.

The general definition of a representation is the way in which people, events and ideas are presented to the audience. To break it down the media takes something that is already there and re-presents to us in the way that they choose.

This video perfectly represents the effects of stereotyping, the adult women have been indoctrinated into a particular image of what a 'woman' is; I personally think this is very sorrowful because every person should live their lives according to them, not what the media has created. Alternatively the younger girls in this video haven't embraced this stereotyping and have their own individual image, which is a perfect representation of how the youth grasp change whilst the elderly stick with tradition. Research conducted for the campaign showed over half the women claimed they experienced a decline in confidence at puberty. The opportunity was clear. Empowering girls during this time of their lives when confidence is at its lowest would give a powerful, relevant and purposeful role.