The representation in the ‘kingsman’ trailer is very subtle
however there are several examples of representation in the trailer and many of
them fit into media representation theories perfectly. As do many media texts in today’s day and
age.
The first theory that is most noticeably utilised in the
trailer is Perkins stereotype theory. Perkins theory suggests that many
stereotypes are positive and partly true. In the trailer, the ‘chav’ or
‘hooligan’ stereotype is fulfilled. We see this in the scene where the
‘kingsman’ confronts them about their manners towards the protagonist and their
immediate reaction is violence. This
suggests to the audience that these are typical loud council estate
hooligans. Perkins puts into the
category of stereotypes not always being false.
Another ideal of Perkins theory that is fulfilled in the trailer is that
the powerful are also stereotyped. As we see that the stereotype of the more
privileged being snobby and stuck up is in constant effect throughout the
trailer with the constant mockery of the protagonist who is in a lower class.
We also see the constant a constant prejudice of social classes in general.
Medhurst’s shorthand value judgement theory is put into
action in this trailer. The theory suggests that many media texts stereotype in
order for the audience to know what is going on in a short space of time. In
the ‘kingsman’ trailer we see that the group of ‘hooligans’ are suggested to be
loud and violent due to the short fight scene we see. This is a dominant
representation of their stereotype. It also
has negative connotations which Medhurst suggests in his theory is usually the
effect.
Dominant representations are present in the trailer mainly
as stereotypes which Levi-Strauss suggests may be the ideals of the producers
of the media text. This means that many of the stereotypes are those believed
by the creators of ‘kingsmen’. For example the use of conceit amongst the upper
class may be a stereotype that the writer holds. However, because it is such a common
stereotype the audience overlook this and believe as well. The use of the alternative representation in
the protagonist leaves more to the audience’s beliefs to find the true
representation.
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