Tuesday 19 December 2017
Wednesday 13 December 2017
Monday 11 December 2017
Social and Historical Context
1)Who is considered the father of modern advertising? Teddy Bernays
2)How did this man change advertising? Applied Freudian psychoanalysis to advertising
3)How did products and consumer's attitudes to products change? Less about utility and more about a symbol representing one's identity.
4)What did Mazer say about his goals for transforming consumer society? People must be trained to desire.
5)What role did TV and radio have in this process? Saturation through advertising messages and false problems.
6)What was the sexual revolution? A big change in social norms.
7) Which groups were particularly affected by the sexual revolution? Women, couples.
8) What social factors are believed to have brought on the sexual revolution? Civil rights and anti war movements, questioning of authority.
9)What is the sexual double standard? A sexual code that permits promiscuity for men, but not for women.
10)How is the sexual revolution evident today? Sexual education.
11) Other than the pill what is one other primary cause put forward by Andrew Francis as to what launched sexual revolution.
12)What is meant by the term counter-culture? When the society rebelled against the mainstream or dominant culture of the time in terms of music fashion and other trends.
13)Where did the cultural revolution start? Berkley University.
14)According to the video who were the first group involved, and what was a major factor in getting them to become involved? Berkley students- who were educated by their lectures to stand up for what is right and to question authority.
15)What role did the war have in the revolution? First war televised.
16)Symbol of rebellion? Rock.
17) What is the most well-known musical event associated with the cultural revolution in the USA? Woodstock.
2)How did this man change advertising? Applied Freudian psychoanalysis to advertising
3)How did products and consumer's attitudes to products change? Less about utility and more about a symbol representing one's identity.
4)What did Mazer say about his goals for transforming consumer society? People must be trained to desire.
5)What role did TV and radio have in this process? Saturation through advertising messages and false problems.
6)What was the sexual revolution? A big change in social norms.
7) Which groups were particularly affected by the sexual revolution? Women, couples.
8) What social factors are believed to have brought on the sexual revolution? Civil rights and anti war movements, questioning of authority.
9)What is the sexual double standard? A sexual code that permits promiscuity for men, but not for women.
10)How is the sexual revolution evident today? Sexual education.
11) Other than the pill what is one other primary cause put forward by Andrew Francis as to what launched sexual revolution.
12)What is meant by the term counter-culture? When the society rebelled against the mainstream or dominant culture of the time in terms of music fashion and other trends.
13)Where did the cultural revolution start? Berkley University.
14)According to the video who were the first group involved, and what was a major factor in getting them to become involved? Berkley students- who were educated by their lectures to stand up for what is right and to question authority.
15)What role did the war have in the revolution? First war televised.
16)Symbol of rebellion? Rock.
17) What is the most well-known musical event associated with the cultural revolution in the USA? Woodstock.
Wednesday 6 December 2017
Wednesday 29 November 2017
Compare and Contrast the Representation of the Third World
Following media forms:
- Band Aid 'Do They Know it's Christmas'
- Oxfam Advert
- 'Beast of No Nation'
The oxfam advert focuses on showing the ripple effect that small regular donations can have on a whole community. 'Beast of No Nation' addresses the social issues presented in the movie of child soldiering. Band Aid presents the idea of Christmas bringing a community together.
The Oxfam advert shows the audience the struggles that some people have to deal with and what has already been done. They repeat the benefits that have come from small donations like the well that is mentioned frequently. The advert uses the shot of a woman collecting a bucket of water from the well using a low angle shot. The voiceover consistently says "this is the well Oxfam have built thanks to two pounds a month from someone like you, during the shot. The advert is telling us that we have already made a difference because before that, the people didn't have clean water to drink from or to clean themselves. There are several sections showing the audience what small donations have brought to these people with a lower quality of life. They emphasise the important on agriculture, growing crops for food which links back to the well from the water. Their whole message links back to the idea of us giving small donations can help change lives forever. They emphasise that without the donations they would be extremely more vulnerable. If the people didn't have the different elements that contributed to the advert like agriculture and school then we could understand the position they would of been in.
The movie 'Beast of No Nation' reinforces the stereotype of African people as animalistic. 'Beast of No Nation' doesn't seem to be intentionally promoting negative stereotypes but instead attempting to raise awareness about different important social issues going on in the movie involving the children. It draws attention to social issues like making child soldiers to fight for the rebels. They portray Africans as the source of their own problems and conflict. The soliders or the rebel group are represented as violent, this is apparent as they are shown being violent towards each other as many scenes show the rebels getting into physical altercations and they are also shown holding guns and using them against their enemies.
Band Aid 'Do They Know it's Christmas' music video show the true struggles of people, who are starving, living in Africa. They use a handheld shot to show a child crawling on the hard ground. They use many pans, usually quite slow, to show what the children have to go through with no food and little water. The music video tries to emphasise that these children have no food through the use of close-ups to put more detail into their faces and their bodies. They do this to show how little they are eating. At the end, they show an image of what looks like a young child being wrapped up in a fabric to show they he has died. The on-screen text then follows up and says 'The dying continues... so the giving can't stop.
All of these adverts are very similar and successfully attempt to put forward an important message that people all around the world need help.
The movie 'Beast of No Nation' reinforces the stereotype of African people as animalistic. 'Beast of No Nation' doesn't seem to be intentionally promoting negative stereotypes but instead attempting to raise awareness about different important social issues going on in the movie involving the children. It draws attention to social issues like making child soldiers to fight for the rebels. They portray Africans as the source of their own problems and conflict. The soliders or the rebel group are represented as violent, this is apparent as they are shown being violent towards each other as many scenes show the rebels getting into physical altercations and they are also shown holding guns and using them against their enemies.
Band Aid 'Do They Know it's Christmas' music video show the true struggles of people, who are starving, living in Africa. They use a handheld shot to show a child crawling on the hard ground. They use many pans, usually quite slow, to show what the children have to go through with no food and little water. The music video tries to emphasise that these children have no food through the use of close-ups to put more detail into their faces and their bodies. They do this to show how little they are eating. At the end, they show an image of what looks like a young child being wrapped up in a fabric to show they he has died. The on-screen text then follows up and says 'The dying continues... so the giving can't stop.
All of these adverts are very similar and successfully attempt to put forward an important message that people all around the world need help.
Tide Assessment URL
https://www.slideshare.net/Ju-at-BSix/tide-assessment-section-a-feedback?qid=55cb7b71-232b-4f4f-a83a-9d882f0d913b&v=&b=&from_search=1
'Beasts of No Nation'
The movie reinforces the stereotype of African people as animalistic. The movie doesn't seem to be intentionally promoting negative stereotypes but instead attempting to raise awareness about different important social issues. It draws attention to social issues like making child soliders. They portray Africans as the source of their own problems and conflict. The soliders or the rebel group are represented as violent, this is apparent as they are shown being violent towards each other and many scenes show them getting into physical altercations and they are holding guns. These are all ways of portraying violence.
Tuesday 28 November 2017
Social, Cultural and Historical Contexts - Key Terms
Women's monthly magazines are more aspirational than weekly magazines
- feature people who you aspire to be like.
- increase aspirational value as it has more time to create a more aspirational magazine.
Rise of consumerism:
- Women's magazines were seen to enter a new phrase.
- James Curran suggests that, having gone through a 'make-do and mend' phrase in the 1940s, middle-market women's magazines became part of the 'shop and spend' euphoria of the 50s and 60s.
1960s Sexual Revolution:
- new era of female liberation.
- a significant factor in this regard was the introduction of the contraceptive pill in the early part of the decade.
- legislative changes ike the Married Women's Property Act, enabled women to gain a greater degree of financial independence than had previously been possible.
1960s Cultural Revolution:
- 'swinging sixties'.
- emergence of new trends in music, fashion and films.
- Britain was at the centre of this cultural revolution.
Editorial philosophy
- refers to a magazine's underlying values, attitudes and beliefs, and the particular viewpoint and it adopts. Helps to determine the style and content of the magazine. It influences decisions regarding what should and what should not be included in the magazine, and shapes and informs the magazine's mode of address and the way in which the content is presented to the reader.
Sub-genre
- smaller category of subdivision within a larger genre.
Socialisation
- process through which we learn the norms and values of our culture. Gender socialisation refers to the way in which we learn what is excepted of us as men and women. The media are often said to play an important role in this regard, functioning as agents of socialisation.
Psychographic
- divides the market into groups based on social class, lifestyle and personality characteristics.
- feature people who you aspire to be like.
- increase aspirational value as it has more time to create a more aspirational magazine.
Rise of consumerism:
- Women's magazines were seen to enter a new phrase.
- James Curran suggests that, having gone through a 'make-do and mend' phrase in the 1940s, middle-market women's magazines became part of the 'shop and spend' euphoria of the 50s and 60s.
1960s Sexual Revolution:
- new era of female liberation.
- a significant factor in this regard was the introduction of the contraceptive pill in the early part of the decade.
- legislative changes ike the Married Women's Property Act, enabled women to gain a greater degree of financial independence than had previously been possible.
1960s Cultural Revolution:
- 'swinging sixties'.
- emergence of new trends in music, fashion and films.
- Britain was at the centre of this cultural revolution.
Editorial philosophy
- refers to a magazine's underlying values, attitudes and beliefs, and the particular viewpoint and it adopts. Helps to determine the style and content of the magazine. It influences decisions regarding what should and what should not be included in the magazine, and shapes and informs the magazine's mode of address and the way in which the content is presented to the reader.
Sub-genre
- smaller category of subdivision within a larger genre.
Socialisation
- process through which we learn the norms and values of our culture. Gender socialisation refers to the way in which we learn what is excepted of us as men and women. The media are often said to play an important role in this regard, functioning as agents of socialisation.
Psychographic
- divides the market into groups based on social class, lifestyle and personality characteristics.
Differences between Woman's Realm and Huck Magazine
Woman's realm has a target audience of woman whereas Huck focuses on everyone as it celebrates independence. Huck's audience is mainly young adult.
Woman's realm: Commercial - attempts to sell products to their readers Huck: Less commercially orientated - doesn't include as many adverts. Huck attempts to focus on both genders not just solely on woman which is what Woman's realm focuses on.
Woman's Realm is published weekly where as Huck is published monthly.
Focuses on woman stereotypes e.g. such as fashion and housework - Woman's Realm. Originally, Huck focused on skate and surf.
Woman's realm: Commercial - attempts to sell products to their readers Huck: Less commercially orientated - doesn't include as many adverts. Huck attempts to focus on both genders not just solely on woman which is what Woman's realm focuses on.
Woman's Realm is published weekly where as Huck is published monthly.
Focuses on woman stereotypes e.g. such as fashion and housework - Woman's Realm. Originally, Huck focused on skate and surf.
Huck Research
Print magazines come out every 2 months
Huck celebrates independence: people and movements that paddle against the flow
Launched in 2006
Initially inspired by surf and skate
It's included in graphic design
'Refusing to be civilised since 2006'
Gallery in London
Huck celebrates independence: people and movements that paddle against the flow
Launched in 2006
Initially inspired by surf and skate
It's included in graphic design
'Refusing to be civilised since 2006'
Gallery in London
Woman's Realm Research
Woman's Realm was a British weekly magazine
First published in 1958
In 2001 it was merged with Woman's Weekly
- sales dropped
Woman's realm's content no longer reflected the financially independent lives of its target readership
Articles based on knitting.
First published in 1958
In 2001 it was merged with Woman's Weekly
- sales dropped
Woman's realm's content no longer reflected the financially independent lives of its target readership
Articles based on knitting.
Wednesday 15 November 2017
Tide Advert - Applying Theories
David Gauntlett's theory of identity
Woman represented in the advert as role models of domestic perfection. The woman were being targeted by cleaning products or domestic products for advertising because it was presented that domestic products would make a woman's life easier. This links to the use of the indirect mode of address which shows the woman being obsessed with the product. The hearts also signify her love for the product. Because the woman in the advert is represented in this way she is being a role model for other woman to also act in this way.
bell hook's feminist theory
hook's argues that lighter woman are considered more desirable and fit better into the western ideology of beauty, and the advert could be seen to reinforce this by only representing "modern", white woman. This is evident in the 'Tide' advert as a lighter woman is used as the main image which is shown in a close up.
Tide Advert Set Text
The 'Tide' advert stresses the idea that woman are so focused on cleaning supplies like 'Tide' through the successful use of superlatives like 'cleanest' and indirect mode of address which emphasises her love and obsession with the product. The 1940s advert similarly shows the woman concentrated on her work which appears to be showing the woman making clothes which is apparent in a close up. This represents the context of the time. Woman at the time were mainly viewed as objects which supports van Zoonen's notion that woman are viewed as objects in western patriarchal society. It was the norm for woman to stay at home and to watch the children. They never or rarely ever worked and earned money which was part of the reason that woman stayed at home. Also, men were much more dominant than woman in the 1940s which prevented women from having say because man controlled everything and had more power over woman.
Both adverts present this idea that woman have to help. In the 'Tide' advert we see the use of a comic strip showing the woman hanging male clothes up to dry. This is evident as she is shown holding shirts in her hands. In the 1940s advert, the copy states 'The soldiers need our help!'. The soldiers were all men so it presents the idea that woman in both adverts were helping the men complete their jobs. So, instead of the men working in the factories now the woman have taken over doing that job as the men go to the war.
Propaganda
Public sphere
Telling woman to finally be useful for something important
Part of a community
Enjoyment in the home
Promotion capitalism
Materialism
Domestic products, making life for them easier
- aspirational
- 'living the American dream'
Both adverts present this idea that woman have to help. In the 'Tide' advert we see the use of a comic strip showing the woman hanging male clothes up to dry. This is evident as she is shown holding shirts in her hands. In the 1940s advert, the copy states 'The soldiers need our help!'. The soldiers were all men so it presents the idea that woman in both adverts were helping the men complete their jobs. So, instead of the men working in the factories now the woman have taken over doing that job as the men go to the war.
Propaganda
Public sphere
Telling woman to finally be useful for something important
Part of a community
Enjoyment in the home
Promotion capitalism
Materialism
Domestic products, making life for them easier
- aspirational
- 'living the American dream'
Wednesday 8 November 2017
Miss Representation Documentary
Women are being portrayed as objects in the media. If women are seen trying to attempt to get powerful jobs in politics for example, like congress or running for presidency they will get critized over and over again for all their actions because they are seen as incapable for taking on a role that is valuable as extremely important. They are portrayed as these sex symbols on TV. Women are also portrayed as weak, physically and emotionally. Women are also being treated as objects, 1 in 4 woman are abused by a partner once in their lifetime and 1 in 6 survived or escaped an attempt of rape. Overall, the media are always trying to degrade woman.
Woman is general are portrayed the same on every media platform from a news anchor to roles in a movie. In the movies and as news anchors they are seen as objects which supports van Zoonen's notion that woman are looked at as objects. It's rare to see woman take on a protagonist role in a movie because in the media they are seen as weak and incapable of taking on an important role. they are shown wearing short skirts with their hair down and messy and overall all over the place. "They look like they should be serving me a drink in the bar, not reporting the news." (quote from the documentary)In reality TV, woman are seen as bitchy, catty and jealous of each other.
Men are represented as powerful and dominate in general especially over women. This is evident as men are shown as having the 'bigger', more important jobs and roles in today's society and even in the past. When running for leadership roles, men dominate that sector, which is evident in the political sector. This is because unlike woman they are portrayed as being powerful and strong, mentally and physically. We also see men taking on the role of being a protagonist in major blockbuster films. We see the same stereotypes that the 'strong' man saves the day and ends up falling in love with the girl or saves the girl from the antagonist.
The media has attempted to degrade or diminish the feminism waves mainly by listing as many disadvantages and problems about woman gaining control or becoming more powerful/important in society. Even on news networks, men would make sexist remarks about women to lead people away from believing women could lead a country or could be trusted in high classed jobs.
Woman is general are portrayed the same on every media platform from a news anchor to roles in a movie. In the movies and as news anchors they are seen as objects which supports van Zoonen's notion that woman are looked at as objects. It's rare to see woman take on a protagonist role in a movie because in the media they are seen as weak and incapable of taking on an important role. they are shown wearing short skirts with their hair down and messy and overall all over the place. "They look like they should be serving me a drink in the bar, not reporting the news." (quote from the documentary)In reality TV, woman are seen as bitchy, catty and jealous of each other.
Men are represented as powerful and dominate in general especially over women. This is evident as men are shown as having the 'bigger', more important jobs and roles in today's society and even in the past. When running for leadership roles, men dominate that sector, which is evident in the political sector. This is because unlike woman they are portrayed as being powerful and strong, mentally and physically. We also see men taking on the role of being a protagonist in major blockbuster films. We see the same stereotypes that the 'strong' man saves the day and ends up falling in love with the girl or saves the girl from the antagonist.
The media has attempted to degrade or diminish the feminism waves mainly by listing as many disadvantages and problems about woman gaining control or becoming more powerful/important in society. Even on news networks, men would make sexist remarks about women to lead people away from believing women could lead a country or could be trusted in high classed jobs.
Magazine Industry - Glossary
Brand identity
- a company's brand identity is how the business wants to be perceived by consumers.
- the components of a brand include:
name, logo, tagline, typeface.
Aspirational magazine
- realting to a strong desire for something.
- appeals to people who want to attain a higher standard of living.
- a company's brand identity is how the business wants to be perceived by consumers.
- the components of a brand include:
name, logo, tagline, typeface.
Aspirational magazine
- realting to a strong desire for something.
- appeals to people who want to attain a higher standard of living.
Role Model magazine
Main messages communicated:
- questioning his 'role model' status
- motivational, challenging question
- reflects his work ethic
- trying to become a better person
- cover lines 'Would I still be your hero?'
- it also mentions self-confidence
- could reflect his self-confidence in his sport (Nike advert)
‘role
models serve as navigation points as individuals steer their own personal
routes through life’.
I agree with this quote made by Gauntlet. The main reason people have role models is because they are seen as motivational. People being motivated can change/steer a person's life in a different way simply because they have changed their mindset and lifestyle in order to be like or do stuff similar to their role model. Some people will disagree because they might think that role models don't change you as a person they just make you look at them differently.
Tuesday 7 November 2017
Web 2.0 - Gauntlett
Any user can contribute/produce media - previously large corporations/media producers told audiences what they could watch and when.
This is possible as media is now more assessable/cheaper and easier to produce.
People having a route to self-expression, and therefore a stronger sense of self and participation in the world, through making and exchanging online.
Media can be places of conversation, exchange, and transformation
The need for better "platforms and creativity".
So it's still the idea of people building their own sense of self-identity, but through everyday creative practise.
This is possible as media is now more assessable/cheaper and easier to produce.
People having a route to self-expression, and therefore a stronger sense of self and participation in the world, through making and exchanging online.
Media can be places of conversation, exchange, and transformation
The need for better "platforms and creativity".
So it's still the idea of people building their own sense of self-identity, but through everyday creative practise.
Friday 3 November 2017
Wednesday 1 November 2017
Monday 30 October 2017
Representation of woman
1) In the first advert we see a woman washing her body with soap. The cover lines tell us that ' because you're a woman, you want a soap that can promise'.. and it goes on to use words such as kindness and freshness. We can see that because she is focusing on washing her body we notice that she's not in a state to make sensible and suitable decisions or important decisions. In the second advert we can see that she is putting on make-up, again emphasising that she is more worried and focused on making herself look more pretty and presentable for her husband or partner. This again reinforces the fact that woman can't make important decisions. One could argue that she could be looked at as someone who makes important decisions due to her costume. She looks very formal as she looks like she's wearing a blazer. Because she's wearing formal clothing it suggests that she could be in a powerful position. However, due to the context of the advert and the time that the advert was released it was extremely unlikely for a woman to have a powerful position in a job let alone a job at all.
2) In this advert the main image is the main focal point in this advert. In the extreme close up we can see the woman putting on make up. Again, this reinforces the point that she's just trying to look pretty for her partner. This supports van Zoonen's notion that woman are objects to be looked at in western patriarchal society. The colour pink is also extremely noticeable in this advert which reinforces femininity. The fact that she is smiling suggests that she is happy about making herself look presentable for her partner. This supports the idea that woman are dependent on men for acceptance and protection. They attempt to make the husband happy for themselves to also be happy. Her jewellery further reinforces her femininity. This idea of looking presentable is evident through the use of cover lines for example, 'what a way to glow!'. Also, the copy also states 'see your face come alive with 'instant health'!' which further develops my point. Because of the fact that she's putting on make-up represents the fact that she does not make important decisions. The facial expression backs up this point as she looks like she's enjoying putting make-up on.
3) In this advert we can see a woman with a baby. The woman is making direct eye contact with baby which is evident as she's looking down at the baby representing the fact that the baby is much smaller. The woman is also happy suggesting that she's enjoying spending time the baby or her bay, child. The baby also is shown in a medium shot smiling which could suggest that she likes the woman's or her mother's company. This supports the first point that the woman's place is at home as she's presented as the mother as possibly wife, taking into account the context in which this advert was released. The fact that she is shown at home represents the notion that woman don't make important decisions. Also, the woman knows that the man is working which makes her job to look after the home and the family. Because of this it shows that she is dependent on the man for acceptance and protection. The woman has make-up on her face representing that she's trying to look pretty and presentable for the partner. This supports van Zoonen's notion that woman are objects to be looked at in western patriarchal society.
2) In this advert the main image is the main focal point in this advert. In the extreme close up we can see the woman putting on make up. Again, this reinforces the point that she's just trying to look pretty for her partner. This supports van Zoonen's notion that woman are objects to be looked at in western patriarchal society. The colour pink is also extremely noticeable in this advert which reinforces femininity. The fact that she is smiling suggests that she is happy about making herself look presentable for her partner. This supports the idea that woman are dependent on men for acceptance and protection. They attempt to make the husband happy for themselves to also be happy. Her jewellery further reinforces her femininity. This idea of looking presentable is evident through the use of cover lines for example, 'what a way to glow!'. Also, the copy also states 'see your face come alive with 'instant health'!' which further develops my point. Because of the fact that she's putting on make-up represents the fact that she does not make important decisions. The facial expression backs up this point as she looks like she's enjoying putting make-up on.
3) In this advert we can see a woman with a baby. The woman is making direct eye contact with baby which is evident as she's looking down at the baby representing the fact that the baby is much smaller. The woman is also happy suggesting that she's enjoying spending time the baby or her bay, child. The baby also is shown in a medium shot smiling which could suggest that she likes the woman's or her mother's company. This supports the first point that the woman's place is at home as she's presented as the mother as possibly wife, taking into account the context in which this advert was released. The fact that she is shown at home represents the notion that woman don't make important decisions. Also, the woman knows that the man is working which makes her job to look after the home and the family. Because of this it shows that she is dependent on the man for acceptance and protection. The woman has make-up on her face representing that she's trying to look pretty and presentable for the partner. This supports van Zoonen's notion that woman are objects to be looked at in western patriarchal society.
Wednesday 18 October 2017
Jessica Ennis - Representation
Jessica Ennis is represented differently in both magazine covers. In the GQ Olympics magazine Ennis is shown wearing a red blazer and overall just looks very fashionable. This makes her look like a business woman as the suit connotes work. However, in the Marie Claire magazine Ennis is wearing a more obvious athletic suit while holding the UK flag. That fact that she is wearing an athletic suit suggests that she competes in a sporting activity. The UK flag shows that Ennis supports her country and the smile on her face could also link to the fact that she is happy about where she is from and is proud of it. This is a contrast in the costume she is wearing. For example, on the Olympic magazine you would except her to wear something that emphasises her love for the Olympics. Marie Claire is more of a fashionable, beauty and heavily dominated by a female audience but she's shown in a medium shot wearing her athletic suit. In the Olympic magazine she looks very serious and could connote her determination in an attempt to win gold. This is backed up with evidence as one of the cover lines states ' Jessica Ennis has gold and glory in her sights'. From the facial expression on Ennis' face on the Marie Claire advert we can see she is happy however there is a negative pull quote suggesting otherwise 'I've tasted second and I don't like it'. This pull quote would have been more appropriate in the GQ magazine as she is shown as determined.
Tuesday 17 October 2017
Friday 13 October 2017
Judith Butler's Theory
Judith Butler
- most known for her book gender trouble
- which develops the theory of gender performativity
What is gender?
- a {set of expectations} that society defines for you.
- that woman and men are supposed to act and walk and dress a certain way.
- society assumes that gender roles like these.
As a result of biology there is an assumption that if you are born female you will be a woman and you will be attracted to men.
But is gender really neutral?
- Butler say 'no'
- "gender is the repeated stylisation of the body, a set of repeated acts within a highly rigid regulatory frame that congeal over time to produce the appearance of substance".
- she believes gender roles are constructed by society.
- masculinity and femininity are not inherent.
- it is excepted and compelled to act like its gender.
Gender is a cultural meaning we attach to our biological sex which isn't true.
It is just that culture coerces you to conduct that gender performance.
Magazine Analysis of Front Covers
Layout
- the image is positioned in the middle of the magazine.
- the headline is very clear at the top of the magazine in the middle. It's the biggest text shown on the magazine cover.
- the cover lines are also very clear on the side of the magazine.
Masthead
- the masthead is positioned at the top to appeal to the audience.
Cover lines
- quote - interpreted in different way due to the context of feminism.
Mise-en-scene
- high key lighting
- joy, happiness and attracts the audience.
- colour (pink) represents femininity - attracts the target audience.
- facial expression - smiling - suggests she's happy.
Font size - big - clear to the audience.
Communicate messages - woman should be improving the kitchen.
Context - patriarchy was a main social issue in the 60s. - woman were seen as inferior to men.
Brand identity - targeted at females mainly though the use of a woman in the main image.
The title 'woman' attracts their target audience of woman.
- the image is positioned in the middle of the magazine.
- the headline is very clear at the top of the magazine in the middle. It's the biggest text shown on the magazine cover.
- the cover lines are also very clear on the side of the magazine.
Masthead
- the masthead is positioned at the top to appeal to the audience.
Cover lines
- quote - interpreted in different way due to the context of feminism.
Mise-en-scene
- high key lighting
- joy, happiness and attracts the audience.
- colour (pink) represents femininity - attracts the target audience.
- facial expression - smiling - suggests she's happy.
Font size - big - clear to the audience.
Communicate messages - woman should be improving the kitchen.
Context - patriarchy was a main social issue in the 60s. - woman were seen as inferior to men.
Brand identity - targeted at females mainly though the use of a woman in the main image.
The title 'woman' attracts their target audience of woman.
Jessica Ennis in Podium Magazine
In what ways can we use van Zoonen and hooks’ theory to understand the representation of Jessica Ennis in Podium Magazine?
The representation of Jessica Ennis on the cover of Podium Magazine suggests that a female athlete like herself can still be a public figure for fashion and beauty. One of the cover lines contain a quote by Ennis which states "Im in tracksuits most of the time, so I do love to glam up and get my hair and make-up done". This gives the impression that Ennis does indeed enjoy looking 'glamorous' which is clear through the medium shot used as the main image for Podium Magazine. This supports van Zoonen's notion of the ideology relating to gender not being fixed. This is supported by the idea that sports is mainly associated with males especially in the past as the first woman who competed in the Olympics for athletics was in the year 1928. Also, the fact that she states that she's usually in tracksuits but still enjoys to put make-up on supports van Zoonen's idea of gender's not being fixed. However, you could argue that this cover of Podium Magazine goes against what bell hooks' stated, feminism should not be trendy or fashionable but instead it has a real purpose.
Also, from the main image in the Podium Magazine we can clearly see that Ennis is wearing make-up and wants to look appealing to the audience to attract them into buying their product. She is wearing a unique costume of different materials which further emphasises this idea of being appealing to the audience. This supports what van Zoonen has argued about woman often being objectified where representation emphasises body and appearance. You could also argue that the representation of Ennis is going against what bell hooks actually believes about feminism which is that feminism is not meant to be trendy or fashionable instead it should have a real purpose.
'Golden Girl' is a headline used to attract the audience. They have done this on purpose to link Ennis to her actual profession. Ennis is a very established athlete in the Olympics and a very decorated one winning many medals in her career. The use of the word 'golden' represents her success in the career of track and field. It's also a very appropriate word as Ennis has won one gold medal in the Olympics. This link to the costume chosen by her designer as it has elements of gold material on it. Again in another image we see her wearing a gold coloured dress and beside her is another quote "it will definitely take a personal best to win the gold medal in London". This gives the impression that she was determined to be beat herself (personal best) but in doing so he also won the gold medal. This suggests that she is a determined athlete.
Because Ennis is retired it links to the reason why she isn't shown in her track and field costume. This is telling us that Ennis is moving forward after her career and is trying to be someone else outside of athletics. She is trying to be her own person and could be looked as inspirational to many other woman who are afraid of 'going outside the box'. She could be linking in to bell hooks as feminism having a purpose, Ennis could be encouraging other woman to be strong and not be afraid of doing something people aren't used to seeing.
The representation of Jessica Ennis on the cover of Podium Magazine suggests that a female athlete like herself can still be a public figure for fashion and beauty. One of the cover lines contain a quote by Ennis which states "Im in tracksuits most of the time, so I do love to glam up and get my hair and make-up done". This gives the impression that Ennis does indeed enjoy looking 'glamorous' which is clear through the medium shot used as the main image for Podium Magazine. This supports van Zoonen's notion of the ideology relating to gender not being fixed. This is supported by the idea that sports is mainly associated with males especially in the past as the first woman who competed in the Olympics for athletics was in the year 1928. Also, the fact that she states that she's usually in tracksuits but still enjoys to put make-up on supports van Zoonen's idea of gender's not being fixed. However, you could argue that this cover of Podium Magazine goes against what bell hooks' stated, feminism should not be trendy or fashionable but instead it has a real purpose.
Also, from the main image in the Podium Magazine we can clearly see that Ennis is wearing make-up and wants to look appealing to the audience to attract them into buying their product. She is wearing a unique costume of different materials which further emphasises this idea of being appealing to the audience. This supports what van Zoonen has argued about woman often being objectified where representation emphasises body and appearance. You could also argue that the representation of Ennis is going against what bell hooks actually believes about feminism which is that feminism is not meant to be trendy or fashionable instead it should have a real purpose.
'Golden Girl' is a headline used to attract the audience. They have done this on purpose to link Ennis to her actual profession. Ennis is a very established athlete in the Olympics and a very decorated one winning many medals in her career. The use of the word 'golden' represents her success in the career of track and field. It's also a very appropriate word as Ennis has won one gold medal in the Olympics. This link to the costume chosen by her designer as it has elements of gold material on it. Again in another image we see her wearing a gold coloured dress and beside her is another quote "it will definitely take a personal best to win the gold medal in London". This gives the impression that she was determined to be beat herself (personal best) but in doing so he also won the gold medal. This suggests that she is a determined athlete.
Because Ennis is retired it links to the reason why she isn't shown in her track and field costume. This is telling us that Ennis is moving forward after her career and is trying to be someone else outside of athletics. She is trying to be her own person and could be looked as inspirational to many other woman who are afraid of 'going outside the box'. She could be linking in to bell hooks as feminism having a purpose, Ennis could be encouraging other woman to be strong and not be afraid of doing something people aren't used to seeing.
Wednesday 11 October 2017
Lisbet van Zoonen and bell hooks feminist theory
Summary
Lisbet van Zoonen
- the idea that gender is constructed through language.
- its meaning varies according to context.
- woman's bodies being looked at as objects in western patriarchal culture.
- the codes used to describe male bodies are different from those to objectify the female body.
- you learn your gender as you grow up
bell hooks
- feminism is a political commitment rather than a lifestyle choice.
- sex determine the extent to which individuals are exploited.
- feminism is a struggle to end sexist oppression and domination.
- it has a purpose to correct any injustice in our society.
Lisbet van Zoonen
- the idea that gender is constructed through language.
- its meaning varies according to context.
- woman's bodies being looked at as objects in western patriarchal culture.
- the codes used to describe male bodies are different from those to objectify the female body.
- you learn your gender as you grow up
bell hooks
- feminism is a political commitment rather than a lifestyle choice.
- sex determine the extent to which individuals are exploited.
- feminism is a struggle to end sexist oppression and domination.
- it has a purpose to correct any injustice in our society.
Example Answer
Example 2:
WWW: Good connotations. Good terminology.
EBI: Be more clear when explaining your points.
Example 3
WWW: Good terminology, important detail.
EBI: Make your points more clear.
Comparing my work:
I need to include more terminology to improve my overall mark. e.g lighting, miss-en-scene
WWW: Good connotations. Good terminology.
EBI: Be more clear when explaining your points.
Example 3
WWW: Good terminology, important detail.
EBI: Make your points more clear.
Comparing my work:
I need to include more terminology to improve my overall mark. e.g lighting, miss-en-scene
Tuesday 10 October 2017
Seven Principles
1) Domain of the symbolic
2) Local or positional
- structure of interrelated positions
- roles constantly change
3) Difference
- pattern
- discrepancy
- the border between them
- things that are different get our attention
4) Symbolic
- 'structure are not real but not actual'
- 'ideal but abstract'
- structure can give things values e.g wedding ring - symbol of a life commitment
5) Difference
- different structures and different systems interact, contain, overall and reflect each other.
6) Structures can be dynamic and constantly evolve.
- a code is an institutionally stabilised structure.
- empty position that keeps relocating can drive narratives
7) Humans interact with the structure and constantly reorganise.
- subjects are 'intersubjective', they constantly reorganise their universe, which in turn constantly redefines them.
2) Local or positional
- structure of interrelated positions
- roles constantly change
3) Difference
- pattern
- discrepancy
- the border between them
- things that are different get our attention
4) Symbolic
- 'structure are not real but not actual'
- 'ideal but abstract'
- structure can give things values e.g wedding ring - symbol of a life commitment
5) Difference
- different structures and different systems interact, contain, overall and reflect each other.
6) Structures can be dynamic and constantly evolve.
- a code is an institutionally stabilised structure.
- empty position that keeps relocating can drive narratives
7) Humans interact with the structure and constantly reorganise.
- subjects are 'intersubjective', they constantly reorganise their universe, which in turn constantly redefines them.
Wednesday 4 October 2017
Tuesday 3 October 2017
Structuralism Summary
Structuralism - identifying and analysing different structures that underlie cultural phenomena. Everything can be analysed in terms of a deep structure using the 'sign system'. Signifier, signified and sign. Everything has a deep structure.
Monday 2 October 2017
Extension task - Stuart Hall theory
Friday 29 September 2017
Wednesday 27 September 2017
Tuesday 26 September 2017
Sunday 24 September 2017
IT Trailer
The IT trailer begins with a scene between two brothers. In this scene we see both brothers making a paper boat and the scene ends with them hugging. Jump cuts are used in this scene to show different events happening between the two characters. Dissolve is then used to act as a transition of the young boy running out of his house, into the rain, to play with his paper boat. Different aerial shots and medium shots are used in between the jump cuts showing the young boy placing his boat on the water and him running after it. Non-diegetic sound is used in the background of the events going on. The music increases in volume in anticipation of the young boy hitting his head on wooden hurdle. Just before the boy hits his head, we see the use of eye line match to show the viewer what the character is seeing. After, we see the use of a track when the camera is following the boat on the stream of water. A jump cut is used to cut from the scene of the boy getting up from his fall to the boat flowing away. A shot reverse shot is used to show the boat flowing away, then to the boy running after the boat and back to the boat. A lot of dissolve is used to increase the tension in the trailer which links in with the style of genre of the movie, horror. Dissolve also creates a mysterious atmosphere, this is shown in the last scene of the trailer when the clowns slowly appears out of the water. There is also a huge use of fade to create a mysterious atmosphere to compliment the genre of the film. Because of the forced connection to increase the mystery gives the impression that in this movie there will be a lot of unanswered questions. Finally, quick cuts and short takes are used when they show flashes of the clown jumping out towards the screen. This is effective because the quick cuts create 'jump scares' for the audience which is what excites the audience and what keeps them interested.
Thursday 21 September 2017
Wednesday 20 September 2017
Steve Neale - Genre Theory
In the duel scene from 'The Magnificent 7' directed by Antoine Fuqua we see evidence of Steve Neale's genre theory. Steve Neale stated that 'genre's may be dominated by repetition, but are also marked by difference, variation and change'. For example in the duel scene we notice that some key areas of the scene is familiar. The costume the character's were wearing compliment the context of a duel scene. Also, the setting of the scene is very arid. In various long shots we can see the scene is set on a desert. Also, the props used in the duel scene are very similar to what a duel scene would contain. Guns were shown to the viewer in close ups to increase tension and to create a tense atmosphere. However, in this scene we see this genre adapt and evolve. In this scene we see one of the competitors use a knife instead of a gun. This is evidence that the director Antoine Fuqua has tried to adapt or evolve this genre as most director's directing this genre would keep the 'stereotypes' of guns in a duel scene. One could suggest that Antoine Fuqua has decided to use knifes to make this movie categorise as a action genre along side the western genre. Antoine Fuqua had noticed what Steve Neale has stated and has decided to attempt to evolve the western genre. Steve Neale said 'genres are instances of repetition and differences'. I believe differences between media texts from the same genre are very important because the viewer wouldn't want to see the same key ideas in a movie. Repetition won't appeal to many audiences. A difference would interest the viewer as it will give them 'something new' to look forward to. Just like 'The Magnificent 7' there are similarities to other well-known western films, however, viewers or the audience will be more engaged to the differences that separate one text form another within the same genre. Also, Neale argued that audiences are derived from this mix of 'repetition and difference'. This is mainly because he noticed that if the genre didn't evolve the media texts would be predictable. I believe this is what Antoine Fuqua (the director) took into account when directing this movie. He wanted to gain a bigger following and he knew that audiences would be engaged in something different and unique. He also noticed that audiences find pleasure through recognising the same elements from a genre and comparing the differences presented in the same genre.
Tuesday 19 September 2017
'Spheres of Action'
In the movie Baywatch, there are several characters that have a role in the film.
The protagonist in the movie is Mitch Buchannon formally known as Dwayne Johnson. Dwayne Johnson plays the role of the protagonist in this movie. His role is extremely important as he is the main character and the main selling point of the movie. In the movie he is the lifeguard, his prominent role in the movie is to save lives.
The antagonist or the villain in the movie is called Victoria Leeds, formally known as Priyanka Chopra. Her role in the movie Baywatch is pivotal as it creates a hostile environment and creates drama between her and the other characters. Tension builds around her character which makes the movies more exciting for the viewer.
The 'princess' is the movie Baywatch is Matt Brody, formally known as Zac Efron. Towards the end of the movie Matt Brody is captured by Victoria's bodyguards and in held hostage. Mitch Buchannon, being the protagonist in the movie, saves Matt Brody's life at the closing stages of the film. His character is important as it creates a plot twist.
The 'helper' in the movie is Summer Quinn, formally known as Alexandra Daddario. Her job is to mainly be a sidekick to the protagonist, in this case Mitch Buchannon. They are known to help the protagonist achieve their goal and to resolve the situation at hand. This role of the 'helper' is clear through the character of Summer Quinn.
In various other films, different roles are presented.
In Harry Potter, we see the role of the Donor. Professor Snape is seen giving the villain Voldemort the 'Elder' wand in the final movie of the franchise. This gives Voldemort extra help in his mission. The prop is helpful for the villain in his journey. This wand gives him an advantage over his opponent.
In the Hunger Games, we notice the role of the 'false hero'. In the Hunger Games the 'false hero' is Seneca Crane. At the opening stages of the movie the viewer had the idea that he would help the protagonist in their mission but is later on revelaed to being a traitor or a villain. In this case, we find out he works for the villain in the Hunger Games.
Also, in the Hunger Games, we see the role of the dispatcher. In the first two Hunger Games films the dispatcher is Cenna. Cenna helps lead Katness (protagonist) on her mission to end President's Snows reign. In the movie they are good friends so it's only right that he's the dispatcher in the movie.
The protagonist in the movie is Mitch Buchannon formally known as Dwayne Johnson. Dwayne Johnson plays the role of the protagonist in this movie. His role is extremely important as he is the main character and the main selling point of the movie. In the movie he is the lifeguard, his prominent role in the movie is to save lives.
The antagonist or the villain in the movie is called Victoria Leeds, formally known as Priyanka Chopra. Her role in the movie Baywatch is pivotal as it creates a hostile environment and creates drama between her and the other characters. Tension builds around her character which makes the movies more exciting for the viewer.
The 'princess' is the movie Baywatch is Matt Brody, formally known as Zac Efron. Towards the end of the movie Matt Brody is captured by Victoria's bodyguards and in held hostage. Mitch Buchannon, being the protagonist in the movie, saves Matt Brody's life at the closing stages of the film. His character is important as it creates a plot twist.
The 'helper' in the movie is Summer Quinn, formally known as Alexandra Daddario. Her job is to mainly be a sidekick to the protagonist, in this case Mitch Buchannon. They are known to help the protagonist achieve their goal and to resolve the situation at hand. This role of the 'helper' is clear through the character of Summer Quinn.
In various other films, different roles are presented.
In Harry Potter, we see the role of the Donor. Professor Snape is seen giving the villain Voldemort the 'Elder' wand in the final movie of the franchise. This gives Voldemort extra help in his mission. The prop is helpful for the villain in his journey. This wand gives him an advantage over his opponent.
In the Hunger Games, we notice the role of the 'false hero'. In the Hunger Games the 'false hero' is Seneca Crane. At the opening stages of the movie the viewer had the idea that he would help the protagonist in their mission but is later on revelaed to being a traitor or a villain. In this case, we find out he works for the villain in the Hunger Games.
Also, in the Hunger Games, we see the role of the dispatcher. In the first two Hunger Games films the dispatcher is Cenna. Cenna helps lead Katness (protagonist) on her mission to end President's Snows reign. In the movie they are good friends so it's only right that he's the dispatcher in the movie.
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