Key definitions:
Stereotypes: These are used so the audience can instantly understand a character and make assumptions.
Archetypes: This is the ultimate stereotype an example of this is an English person watching cricket, eating scones and drinking tea.
Counter type: This is someone or something that doesn't conform to the traditional stereotype.
Mogul: This is the person who has control over editors and owns a media outlet who has great power and can manipulate issues to suit what they want. An example being Rupert Murdoch.
Representation: This is the way people or events are presented to the audience. This is normally done in a way in which viewers can identify with. So if you were making a film about drug dealing in a urban ghetto it is likely the characters would be represented with specific stereotypes for example: being black or mixed race.
Representation Task:
In Trainspotting Edinburgh is represented as a run drug-ridden city this is because it is instantly recognisable to people who have never been to Scotland and associate Scotland with recreational drugs. In reality Edinburgh is one of Scotland's wealthiest cities however this representation is easily identifiable and conforms to the stereotype that illegal drug use is rife in Scotland.
Renton is the archetype heroin addict. This becomes obvious to the audience from the clothes he wears in the opening sequence. Also this satisfies the stereotype that all drug addicts commit crimes in order to fulfil their addiction.
Also the surroundings shown in the opening sequence are what the audience would associate with a drug addict. The house is thoroughly worn down and is shown to exist purely for the purpose of injecting heroin. In addition to this the state of the house also reflects what many people, especially English people, think about the economic condition of Scotland.