argues representation is a construct with the relationship between concepts and signs governed by codes
STEREOTYPING - reduces people to a few simple characteristics, Occurs when there are inequalities of power as subordinate or excluded groups are constructed as different or "other"
This happens through ethnocentrism which is evaluating other cultures according to preconceptions originating in the standards of someones own culture
What does Stuart Hall say about ethnocentrism?
It is a cultural bias according to preconceptions in the standards of another culture.
What does Stuart Hall say about stereotyping?
It reduces people to a few simple characteristics and happens when there is an inequality of power as other or excluded groups are constructed as different.
