Representation Stuart Hall's Theories

Lehtinen, Tuomas. Close-up of a Black & Green Men's Razor, Isolated on White Background. 11 July 2015. 

March 3, 2023

According to Stuart Hall, representation was “the process by which members of a culture use language to produce meaning”. In the media today, his theory is used to create meanings defined by society that we otherwise overlook. For example, in an advertisement about men's razors, there may be different objects such as cars or planes alongside it. In the media, we associate such technology as powerful and masculine. Men's razors usually come in darker tones such as black, red or silver which represent dominance. This kind of representation is not only used in advertisements, but also films. In the 2001 film Shrek, Prince Charming tried to save Fiona whilst suited in armor and carrying many weapons. These characteristics are similar to that of an archetypal male. Women in media however are largely sexualized and reduced to their bodies. In the movie Tinkerbell for example, she wears a very short dress and is seen checking herself out in the mirror often throughout the film. Women are deemed as objects to men and in “need of saving” which can affect the emotional and physical health of the younger female audience. In advertisements directed for women, brighter colors and nature are often shown. Very opposite of a man's razor advert, a woman's razor is often pink, scented, and may include flowers in the background of the photo. This represents women as light and submissive rather than dominant and masculine. This representation of men and women in the media can be very shallow and creates a very small view of how they interact with the world.