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.

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.                                 

Magazine Key Term

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.

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.    

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.

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

Analysis of magazine

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.

Magazine Signify

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.

Reading Between The Line Article

Extension task - Stuart Hall theory

 Both of these Slam magazines have their respective athletes in the middle of the frame. This shows their athletes are important in their sport and maybe considered as one of the best. Also, its an effective selling technique as if the audience see their favourite athlete on the cover on a Slam magazine they will be more intrigued into being it. Chamique (on the left) compared to James Harden, facial expression, looks more relaxed and less focused. James Harden is shown to have a more dominant stance to emphasise his importance. Slam magazine may have done this because Harden is a bigger figure in the sport of basketball and he's in the NBA which is a bigger business and has a bigger fan base than the WNBA. Also, to further emphasise the idea of importance, on the Harden magazine his name is in bold and in full capitals. Even though, Chamique has her name in  bold and full capitals he name is on the side of the magazine and its turned 90 degrees anti-clockwise to give the impression that she's not as important. This reflects the fact that woman are looked at less in sports compared to men. This links to the unfair pay that woman get compared to men in most sports.