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' 

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.

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.

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. 

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 Girl Can' Advert

Peer assessment