Stuart Hall (The GOAT) is a representations theorist who brings about the idea that representation is the production of meaning through language, with language defined as a set of signs. He also argues that the relationship between concepts and signs is governed by codes. In addition, Hall discusses the idea that stereotyping , as a form of representation, reduces people to a few simple characteristics or traits. additionally, stereotyping tends to occur when there are inequalities of power as subordinate or excluded group are a constructed as different or other.
An example of where Stuart Hall’s theory of representation is demonstrated in Zoella’s blog is on the menu bar. There is ‘style’, ‘beauty’, ‘lifestyle’, ‘recipes’ and ‘books’. This is a demonstration of how representation of individuals or groups can be reduced to a few simple characteristics or traits. In turn, this suggests how Zoella has reduced her own identity to revolve around these few things, making her representation appear very two-dimensional and basic. These are all stereotypically feminine characteristics, showing how she reinforces patriarchal stereotypes and pushes these ideologies onto her audience. However, Stuart Hall’s theory also states that stereotyping occurs when there are inequalities of power, but Zoella creates these representations herself, which would suggest that this could be seen as a positive thing that she has control over her own representation.
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