Stuart Hall : representation is the production of meaning through language, with language defined in its broadest sense as a system of signs , The relationship between concepts and signs is governed by codes , Stereotyping, as a form of representation, reduces people to a few simple characteristics or traits , Stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’ (e.g. through ethnocentrism)., Identity - David Gauntlett : Media provide us with ‘tools’ or resources that we use to construct our identities , In the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas., Ethnicity and postcolonial theory - Paul Gilroy : Colonial discourses continue to inform contemporary attitudes to race and ethnicity in the postcolonial era , Racial hierarchies set up binary oppositions based on notions of otherness,

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