Reflection of contexts

Welcome to Media Contexts!

Ever watched an old movie and thought, "Wow, they really thought that was okay to say back then?" Or have you noticed how modern video games have much more diverse characters than games from twenty years ago?

That is exactly what we are studying in this chapter! We are looking at how media representations (how people, places, and ideas are shown) act like a mirror to the world around them. This is called the Reflection of Contexts.

Don't worry if this seems a bit "deep" at first. By the end of these notes, you’ll be able to spot how any media product is a "child of its time."

1. What exactly is "Context"?

Before we look at how media reflects it, we need to know what context actually is. Think of context as the "environment" or the "time period" a media product was born in.

There are four main types of context you need to know for your AQA exam:

• Historical Context: What was happening in the world at the time? (e.g., Was there a war? Was a new law just passed?)
• Social Context: How did people in society live and interact? (e.g., What were the "rules" for how men and women should behave?)
• Cultural Context: What did people value or believe in? (e.g., What was the "vibe" or the popular fashion and art of the time?)
• Political Context: Who was in power and what were the big political arguments?

The "Time Capsule" Analogy

Imagine a magazine from 1950. It’s like a time capsule. If you open it, the representations inside (like a housewife in a kitchen advert) tell you exactly what social and cultural values people held back then. The media reflects the world as it was when it was made.

Quick Review: Context = The "who, what, where, and when" surrounding a media product.

2. How Representations Reflect Social & Cultural Contexts

The syllabus (Section 3.5.9) asks us to look at how representations change as values and beliefs change.

Media producers want their products to be successful, so they usually show things that the audience of that time will understand or agree with. As society changes, the media changes with it.

Changing Values: An Example

Let’s look at gender roles as a prime example of Social Context:

• Past Context: In the 1950s, the social context was that women were often expected to stay at home. Media representations reflected this by showing women in domestic roles (cleaning, cooking).
• Modern Context: Today, our cultural values have changed. We value equality. Therefore, modern media representations reflect this by showing women as action heroes, CEOs, and leaders.

Did you know?
Media doesn't just reflect the world; it can sometimes help change it! This is a "two-way street." However, for your exam, focus mostly on how the product reflects the time it was made.

Key Takeaway: If a media product shows a certain group of people in a specific way, it's usually because that's how society viewed them at that moment in history.

3. Historical and Political "Mirrors"

Sometimes, a media product reflects a specific historical event or political mood.

Example: A newspaper front page from 2020 will look very different from one in 2010. The 2020 version will likely reflect the historical context of the global pandemic. The images and language used (the representations of doctors or government rules) are a direct reflection of that specific time.

The Mnemonic: MIRROR

To help you remember why context matters, use MIRROR:

• M - Media
• I - Is
• R - Really
• R - Reflecting
• O - Our
• R - Reality

4. Common Mistakes to Avoid

Students often lose marks by being too vague. Avoid these traps:

• Mistake 1: Saying "It reflects context" without saying which context.
  Fix: Always specify if it is Social, Historical, Cultural, or Political.
• Mistake 2: Forgetting that representations are constructed.
  Fix: Remember that a producer chooses to reflect certain values. It doesn't happen by accident!
• Mistake 3: Judging old media by today's standards.
  Fix: If an old advert seems offensive now, explain that it reflects the social values of that time, even if we don't agree with them today.

5. Step-by-Step: Analyzing Context in an Exam

If you get a question about "Reflection of Contexts," follow these steps:

Step 1: Identify the time period. When was the product made?

Step 2: Describe the representation. How is the person/issue being shown? (Use terms like stereotypes or selection).

Step 3: Connect to the world. What was happening in society at that time that explains why they were shown that way? (This is your Context).

Step 4: Use "The Link." Use a phrase like: "This representation reflects the cultural values of the time because..."

Chapter Summary: Key Takeaways

1. Media is not made in a vacuum. It is always influenced by the world around it.
2. Social and Cultural Contexts are about the values, beliefs, and "rules" of society at the time.
3. Historical and Political Contexts are about big events and who is in charge.
4. Representations change over time because our world changes. Comparing an old product to a new one is the best way to see this in action!

Great job! You’ve now mastered how media products act as reflections of their time. Keep this in mind whenever you look at your Close Study Products (CSPs)!