Sunday 5 December 2010

Is reality becoming more real? The rise and rise of UGC

  • The term 'citizen journalist' refers to the fact that the audience are able to use new media technologies such as mobile phones and video camera in order to capture events and broadcast exclusive footage on the news and are not passive consumers of news.
  • One of the first examples of news being generated by 'ordinary people' was through the use of video cameras in 1991. After being captured by the police following a high speed chase, Rodney King, an African-American was surrounded by police officers, who tasered him and beat him with clubs. The event was filmed by George Holliday, an onlooker from his apartment window. The home-video footage made prime-time news and became an international media sensation, and a focus for complaints about police racism towards African-Americans.
  • Nowadays, most news organisations offer different formats for participation for the audience, these include:
  1. Message boards
  2. Chat rooms,
  3. Q&A, polls,
  4. Have your says
  5. Blogs with comments enabled (allow audience feedback and responses to news stories)
  6. Social media sites (Bebo, MySpace, YouTube and Facebook).
  7. UGC sites to access news: Wikipedia news, Google news and YouTube score highly in terms of where people go to get their news.
  • On of the main differences between professional shot footage and that of UGC is that the first-hand view (UGC), rather than professionally shot footage from behind police lines, is often more hard-hitting and emotive.
  • A gatekeeper has the job of deciding what is and isn’t news, and what will and won’t be broadcast on prime time television. Also, the gatekeeper (s) can also filter out irrelevant and misleading content , such as photos of kittens etc.
  • Over the years, the role of the gatekeeper has changed, as the independent media on the web, e.g. the blogosphere, provides an opportunity for independent, often minority and niche views and news to reach a wide audience. The internet has made gate keeping more harder, as the vast number of websites and online sources for information such as Wikipedia, make it harder for gatekeepers to filter information which is untrustworthy or valid. In effect websites could be overrun by bigots or fools, by those who shout loudest, and those who have little else to do but make posts , therefore much of the unmoderated content could be unreliable.
  • Generally, one of the main concerns held by journalists over the rise of UGC is that there will be fewer jobs for journalists, as the big institutions will make money from UGC by managing and processing the content.

Tuesday 23 November 2010

Alternative representations of obese people in different cultures

Q9. Does the representation of your group vary in texts from different cultures and from different institutions in different countries (do they perhaps offer an alternative or oppositional representation)? If so why may this be the case? If not, why not?

In many ways, the representation of obese people varies from different cultures, as evident in The Biggest Loser, which constructs obese people as being lazy, yet active in wanting to be more thinner and are mentally confident.

Though, in both the US and the UK , in particular, obesity is common amongst the working classes, as families are more obese, with children from working class families being more 'heavier' than other children.

However, in the US, obese people are negatively represented, as being lazy, with the common stereotype of the Southern American being more laid back and lazy. In contrast to the UK, the groups such as Black Americans, Latinos and the poor are marginalised for being more lazy and obese as a result of not exercising

Audience consumption of obesity related media texts

Q8. Now consider the issues of consumption by an audience and production (e.g. supply and demand). Other than political reasons, why might it be that such representations exist?

Such representations may exist , due to the fact that the audience is interested in watching factual programming which cites important social concerns in the media, such as obesity. Therefore, by constructing factual prgramme which represents obese people as being lazy and unfit, audiences have scopohilic pleasures in watching interesting documentaries and relaity shows such as The Biggest Loser.

As well as this, these negative representations may exist, in order to reflect society, in the fact, that audiences seem to be affected by advertising and a more relaxed lifestyle, which is evidentyl shown in thier physical appearance. Yet, these representations are accurate, as they inform audiences of the health risks of obeesity and the fact that it is such a major concern.

Monday 22 November 2010

Audience reception of obesity texts

Q7. How might the target audience respond to and/ or be affected by the representation of your group in your chosen texts?

The Biggest Loser

The audience might have negotiated readings with the text, as they, like the competitiors on the show aspire to be thin. Therefore, the audience might have negotiated readings with the competitiors, as they are enduring physical and mental pain, in order to achieve thier goal.

In effect, the readings are important, as the audience can accept these stereotypes and give positive representations of obese people as being confident individuals who aspire to be slim.

Supersize vs Superskinny

In this programme, the audience have intentional readings with the obese characters who are instructed to try to eat healthy food such as salads, vegetable soups, smoothies and a host of healthy food.

By having an intended reading,the audience can identify with the obese person, as he/ she goes on a journey to try and become slimmer. Also, the audience can witness and get useful advice, such as dieting tips on how to become healthier by watching the programme.

Panorama: Taxing the Fat

In contrast to the other texts, the audience are intended to have oppositional readings against obesity, as it is a moral panic, due to the constant news stories on obesity and the number of people who are obese in the UK. Therefore, governments in UK and the US intend to solve this crisis, as it is ranked as the number 1 health concern in the UK and will need to be financially controlled, through the use of medical treatments.

Therefore, the documentary signfies how obesity needs to be controlled, by using different methods such as imposing taxes on junk food, which would, to some extent cut obesity by a huge amount.

Primary target audiences for the media texts

Q6. Who are the primary target audience for each of your three media texts and how do you know?

The Biggest Loser US/UK

Male/ Female Audience

Both sexes are trying to lose weight, therefore a male and female audience could identify with the competitors who are trying physically to become thin. In addition, the programme would appeal to aspirers ,as they seek to be more thinner, therefore the programme fulfills audience expectations, as the show is based around losing weight

Supersize vs Superskinny

Female Audience

This programme is mainly aimed toward a female audience, as women tend to be more concerned about their beauty and body, therefore females would tend to watch the show , as it represents obese people negatively, as they are compulsive eaters. Though, the show gives dieting tips on how to become thinner by altering your lifestyle.


Panorama : Taxing the Fat

Male and Female adults

The show features an insight into junk food,with interviews with obese families and obese people such as teenage girls and men, which would enable a male and female audience to identify with them. This documentary intends to inform the audience on the dangers of junk food and the fact that it causes health problems

Historical Representations of obese people

Q5. Consider if your group of people have always been represented the same way or has it changed over time?

In regards to history, obese people have been negatively represented, as signified in the early 1990s, with television shows such as Family Guy and the Simpsons. In these shows, Homer Simpson and Peter Griffin are alternatively represented as being immature, unhealthy and foolish.

Though, in the 2000s, obese people seemed to be positively represented as being more professional, as people such as Eamon Holmes, Fern Britton, Johnny Vegas , James Corden and many other obese celebrities have managed to be accepted in society and are hugely successful in the media. Therefore, there has been a change in the representation of obese people since the 1990s, as obese people are successful across the media and seem to be accepted in society for who they are.

However, the global concern of obesity , has resulted in a moral panic in society, as people are worried about the effects of obesity and the fact that millions of people are dying. In accordance, society is more health conscious, as the government is trying to solve the problem of obesity which is estimated to cost 9.1bn to treat obesity, as over a million people in the UK are obese.

Alternative representations of obese people

Q4. Is there evidence or any alternative representations of this group of people in the media, perhaps in different genres? If not, why do you think this is the case?

In terms of obese people in the media, obese people are represented as being quite intelligent and successful, yet they are ridiculed for being overweight, as signified in Family Guy, with Peter Griffin being immature and foolish. Similarly, Homer Simpson is also negatively represented as the fool, who is very irrational.

However, obese people are positively represented across the media,with Eamon Holmes and Fern Britton being successful in the broadcast platform. Though, in terms of comedy, obese people such as Matt Lucas, Johnny Vegas, James Corden are hugely successful . This shows that obese people in the media are not entirely represented negatively and can enable audiences to identify with them, as they are like role models However, the fact that these comedians are white males, signifies how the hegemonic structures seem to represent white people as being more successful, in contrast to ethnic minorities who comprise a small percentage of obese comedians.


Institutions and the representation of obesity and obese people

Q2. What institutions are responsible for the production of your media texts?

Panorama: Tax the Fat, BBC might represent obese people differently to a commercial channel, as the issue is a more political issue which needs to be resolved. As obesity is the number 1 health concern in the UK, the government is finding ways to cut the levels of obesity, as many people are dying rapidly.

Though, commercial channels seem to maintain the status quo of negatively representing obese people. Shows such as The Biggest Loser on ITV seems to degrade obese people as being comical, as the audience have scopophilic pleasures in watching obese people suffer,which has generally been accepted in the media.


Q3. What other reasons might there be for why your group of people/place is represented the way it is?

In regards to the hegemonic structures, obese people are often misrepresented in documentaries and reality television shows such as The Biggest Loser, as they are ridiculed and rejected as being weaker and ugly , which may not be the case in society.

Though, the constant exposure of obesity being a serious concern is signified in the news, therefore, obese people may be negatively represented as being undesirable due to thier weight issues.

Generally, magazines perpetuate the idea of obese people being ugly, as magazine institutions airbrush models to look more appealing to the audience. Therefore, obese people are often misrepresented, as they are rejected in the media for being overwieght.

Tuesday 16 November 2010

Representation of obese people and obesity in the media

Q1. How is your group of people represented typically in the media? Explore specifically how the representations are constructed.

Within the media, obese people seem to be victimised, as signified in TV documentaries, as they are trying to overcome their weight problems and admit their abuse at being 'fat'. Though much of the blame is on the media, due to the fact that "the proliferation of television channels are causing obesity, particularly in children". Therefore, advertising is mostly to blame, as adverts for fast food are shown during prime time television.

Generally, "obese people are ostracized or expelled from fictional formats/ platforms such as magazine advertising"." Obese and overweight characters tended to be unattractive , unpopular and unsuccessful" As a result, magazine companies seem to airbrush models to make them look thin and refrain from using people that look fat or unattractive.

Interestingly, an experiment was carried out at Yale University , where students were asked to rank pictures of hypothetical sexual partners that included an obese partner or partners with various disabilities - including missing an arm or described as having history of sexually transmitted diseases. They ranked the obese person as the least desirable sexual partner compared to the others. This shows how obese people are unattractive and the fact that they are marginalised in society as being undesirable.

To some extent, "... the only place on television where they see bodies similar to their own is on shows where the entire cast is trying to be thin", this therefore suggests that shows such as The Biggest Loser seem promote the perception that "obesity is caused by individual failure rather than a mixture of the individual, the environment and genetic sources..."

In regards to Cohen and moral panic, "obese people are treated as 'folk devils' who violate societal values of self control". This idea supports the idea of people as being unattractive and selfish, as they are ignorant .

Though, the media seems to have a "focus on the individual rather more than structural obesity causes and solutions, especially when discussing African Americans, the poor, which suggests that the issue of obesity and inequality is based on race , ethnicity and class, as it reinforces prejudice based on body size".

Monday 15 November 2010

Representation Case Study: Obesity in the media

The representation of obese people and obesity in TV documentaries and related texts such as magazines

For my representation case study, I chose to focus on obesity in media, especially across the platforms of broadcast and print. Interestingly, I decided to focus on this group, as the media is seemingly concerned with the growing levels of people becoming overweight. As a result, there is a growing moral panic of obesity being on the rise, with a host of documentaries such as Tax the Fat , Super Size vs Super Skinny , The Biggest Loser focusing on obesity and how groups such as children are growing obese.

In conjunction to my study, I have identified theorists such as
Nick Lacey, who focused on image and representation. Lacey will be a useful in order to focus on the image of obese people in magazines and documentaries. As well as Lacey, I have chosen to use Richard Dyer, who focused in role of stereotypes, in order to research how obese people are stereotyped as being ugly in gossip magazines and documentaries. Though, a crucial theorist which I will refer to is Stanley Cohen, who is prominent for his theory on moral panic. Cohen's theory will be used in the case study, as I will focus on how audiences are worried due to the constant mediation of obesity in the news and across other platforms, with documentaries on Channel 4 showing the dangers of obesity.

Monday 1 November 2010

Alternative representation of women in hip hop genre



Janet Jackson ft Missy Elliot- Son of a Gun (2001)

In this particular video, there are alternative representations of women which go against the stereotypical representations of women as subordinates and sex objects in hip hop music videos. The title of the song 'Son of a Gun' has connotations of sex and infidelity and revolves around women who are getting their own back on men for being promiscuous and unfaithful.

The low angle shot of the man in the opening of the video connotes male oppression, as Janet Jackson is seemingly being more intimidating, as signified through the use of a high angle shot, which also connotes her dominant status. In many ways, women in this video are dominant , due to their clothing and gestures and are constructed to be more androgynous

The use of the long shot connotes female power, as Janet Jackson is towering over the man which connotes power and is an alternative representation to women in other hip hop videos, as they seem to jirate around the men and are constructed to appear more seductive in order to raise the scopophilic pleasures of the male audience. However, this video is constructed in order to include the female gaze, as a female audience are seemingly encouraged to get pleasure out of being the dominant sex in this video.

The use of the long shot of Missy Elliot rising on top of the lion connotes female dominance, as the lion is iconic as being a symbol of masculinity. However, the lion is subordinated by Missy Elliot who is more dominant instead of the lion. Whats more, the fact that Missy Elliot is wearing a leather suit , signifies how she is more androgynous as she is more aggressive in terms of her rapping and is more assertive, as signified when she is swaying in a shot. In contrast to other videos, Missy Elliot and Janet Jackson are dressed more masculine. The use of the leather jeans are seemingly fetishized, as they are a symbol of sexual malice and arouse erotic pleasures out of a male audience. However the other women are wearing more revealing clothes and are more predatory, as signified in a close up shot of the women getting out from the sofa.

Missy Elliot is more dominant in this video, as her facial expressions are more resolute and are more intimidating as she is attacking men for being unfaithful and promiscuous. The use of close up shots signify her dominance, as well as her appearance which is androgynous, as she is moving like a rapper and has masculine traits.

On the contrary, men are negatively represented as being promiscuous, as signified with the over the shoulder shot, where the computer monitor reads, 'You're a pig'. Therefore men are subordinated due to their sexual promiscuity. Also, the long shot of the man emerging from the toilet connotes how men are objectified as being worthless and adulterous. The use of the low key lighting connotes how the man is being victimised by his girlfriend after having an affair and shows how he is trapped.

The use of the prop, in the form of a baseball bat is a phallic symbol, as Janet Jackson comes out of the lift in a medium shot with a bat which shows her power over the man. However, the long shot of Janet Jackson walking seductively connotes female seduction and could raise sexual gratifications from a male audience, as she is seemingly tempting the audience to have sex with her. The fact that she is wearing a short top raises scopophilic pleasures out of a male audience, as her stomach is fetishized , which most men would be attracted at.

The tracking shot follows the man as he tries to escape from Janet Jackson. This therefore connotes how women are in control and are dominant, as the men are the victims. The use of the medium shot of Janet Jackson breaking the water dispenser gives women an alternative representation as being violent and strong. As mentioned before, Janet Jackson is more androgynous, as she has physical power which would be stereotypical of men in hip hop videos, as they are strong and assert their physique in that sense.

The use of the dialogue signifies how women are getting their 'revenge' at men as they have cheated on women and are seemingly paying the price. In accordance, the use of the long shot of the other women wearing lingerie seemingly subordinates women. However, the reverse shot of the array of women connotes how the man is more vulnerable as he is intimidated by the women who are constructed as being predators, as signified by the way they are walking and looking intently at the man. Further on in the video, the man is being lifted unnaturally in the air by the women, which connotes how men are puppets who are being controlled by women who have been cheated.

The low angle shot of the man being hanged on the gate signifies the women's power in this video, as he is dragged up onto the gate by force which shows he is trapped by the women. Though, the low angle shot of the man being dragged connotes how he is subordinated in the video, whereas in other hip hop videos the men would be fetishised and be more dominant. The female audience would have negotiated readings with the video, as men are being punished for their infidelity by women, who are more dominant. Though, men could have oppositional readings to the video, as it undermines men and raises strong feminist messages, as men are inferior.


Near the end of the video, the same long shot at the beginning of the video of Janet Jackson on top of the man is used, which reiterates the ideologies of the song which are based on promiscuity and the fact that men are subordinated, as they are adulterous and are unfaithful to their wives and girlfriends. In contrast to other hip hop videos, women have the upper hand and are not stereotyped as being sex objects for the male gaze. Instead, the video responds to how women are cheated by men and seemingly get away with being more promiscuous.

1,024 words

Saturday 23 October 2010

Perfecting your production work

How to get the most out of your practical projects.

Lecturer: Pete Fraser

Research
  • Look at real examples of professional productions (magazines, articles, trailers)
  • Document evidence- log books, logging sheets, diaries
  • Research from every angle- film titles , production logos
  • Look at conventions, audiences, institutions- focus on a specific audience and what the conventions are for that audience's genre
  • Annotate examples from magazines, stills from trailers
Planning
  • Plan for all eventualities- things can go wrong (people don't turn up, equipment doesn't work) use initiative and plan for anything
  • Record planning via log sheets, visuals, blogs which document locations, characters, cinematography and show 'process of journey'

Blogging
  • Allows you to document findings- examples of research and information
  • Film blog- used for shooting logs, costumes, dialogue, locations, feedback from teachers
  • Create 25 word pitches summarising your ideas and possibilities

Ideas/Feedback
  • Do 25word pitches summarising your idea
  • Work at a specific concept- be realistic
  • Feedback from peers and teachers, record feedback in blog, record all stages of the process
Logistics
  • Check equipment, availability of characters, pros and costumes
  • Share contact details with actors/actresses
  • Get filming done early and have substantial amount of footage in preparation for editing

Useful links

Online Media, Cleggmania and the Cowell Factor

Professor Julien Mc Dougall

How do online media and convergence impact on the ways audiences and producers use and create media?

  • In the media, there is a significant link between online media, reality TV and democracy
  • Web 2.0 seemingly allows democracy to flow- interactivity with audiences around the world
  • Democracy- UGC allows audience to make their own content and be able to express their opinions
Tony Benn looks at how democratic is the media and looks at active democrcay in the media



The idea of democracy gives the people the right to free speech

  • " talking about converged interactive media industry. Interplay between gaming, online, TV and films- it's all coming together. Ian Kingsbury, NESTA , 2010
  • David Gauntlett talks about how the media is like "an allotment where we all share things". The idea of sharing and collaborating is an aspect of democracy
  • Politicians use Twitter to look at public opinion, as evident in the period in the Leadership Debate
  • Video games part of democracy where players can modify features of the games. Part of a transmedia environment
  • Michael Wesch looks at the impact of Youtube in society- "Youtube transporms culture in society, connecting more and is a new form of literacy
  • Grame Turner- "ordinary people in reality doesn't mean the have power". In the media, Susan Boyle in Britian's Got Talent is used as a pawn by the superior, hegemenous creators.
  • In many ways Susan Boyle was explotied by the media due to her success in the show


Chewing gum for the brain: Why do people talk such rubbish about Media Studies?

Professor David Buckingham:

Key articles references in this lecture

Angry parents accuse school of 'dumbing down' English by showing The Simpsons in class- Daily Mail

http://www.dailymail.co.uk/news/article-1295062/Angry-parents-accuse-school-dumbing-English-showing-The-Simpsons-class.html

  • Parents' reaction (Joseph Reynolds) at the dumbing down of subjects such as English, where the Simpsons is favoured instead of Shakespeare
  • Media studies seemingly made easier for stupid kids
  • Michael Gove (Education secretary) advocates media studies as it is more successful in state schools

Tories to tackle 'Media Studies menace'- The IndependentLink
http://www.independent.co.uk/news/education/education-news/tories-to-tackle-the-media-studies-menace-1772933.html

  • This article signifies the fact that students pick science and theoretical subjects instead of media due to the high level of pass marks. Media studies is referred to as a 'soft subject' and is shunned by state schools in favour of academic subjects.

'Worthless qualifications' give false hope to state pupils, says Harrow head- The Guardian

http://www.guardian.co.uk/education/2010/jan/22/deceive-children-worthless-qualifications

  • Students that attend high achieving state school students and do "soft" subjects are given false hope, as it is not an easy subject
  • Elite Universities such as Oxford and Cambridge blacklist media studies- Media Studies labelled as 'shit'
  • Media Studies in the US protects students from the media and what it condones, such as sex, alcohol, drugs. US media studies is saving kids from sex, alcohol and drugs

Criticisms and Advantages of Media Studies

  • Matthew Arnold ( Educational 19th century thinker) concerned with working class and the fact that they could get the vote was a threat to aristocracy, society and civilization
  • Queenie Leavis advocated media, as it could be used to criticise popular culture and better society- help them get better job, improve civilisation.
  • More competitive subject to get into, quite successful in top universities e.g LSE
  • Media helps us think critically and analytically
  • Skills learnt from Media could be transferred in the workplace; teamwork, problem solving
  • More than 2/3 of students have a job after 6 months after leaving university

Tuesday 19 October 2010

Analysis of the Male Gaze in Jennifer's Body



In this scene from Jennifer's Body (2009) the male gaze is constructed through the use of camera angles, as the use of the two shot allows a male audience to have scopophilic gratifications, as they are voyeurs who take an interest into the the two characters. Though the use of the inter deigetic gaze is signified in the scene, as Jennifer (Megan Fox) looks at
at Needy Lesnicky (Amanda Seyfried) more seductively in the over the shoulder shot. By using the over the shoulder shot, the audience can identify with Needy, as she is shocked to find a girl sleeping next to her in bed.

In this way, a male audience can gain sexual gratifications, as the women are sharing a passionate kiss which could connote sexual innuendo. Therefore, the men can be signified as being dominant in the text. Though, the use of the female gaze allows women to be voyeurs, as they can identify with the women and have voyeuristic pleasures, as Jennifer and Needy are allowed to be more permissive and liberal. As Jennifer kisses Needy in a close up shot, a homosexual audience may gain sexual pleasures as they women's hidden desires are let loose. The use of the high key lighting connotes passion, as the women are alone together.

Though the taboo and apprehensions are quelled in this scene, as Needy succumbs to temptation and enjoys her homosexual moment, as she is signified in a close up shot, where she is on top of Jennifer, which connotes how she is able to be dominant and unleash her sexual urges. In addition, Jennifer's legs are fethishised as she wraps her legs around Needy in a medium shot which connotes how she is a predator who traps women and is more powerful in that respect.

Interestingly, Needy's hair is fetishized, as Jennifer caresses her hair, which connotes that Jennifer is more promiscuous and craves for danger and passion, as she seemingly 'pounces' on Needy, as she is fairly represented as the stereotypical geeky girl who hasn't experience sex and is seemingly being sexually liberated by Jennifer. The use of the extreme close up of Jennifer and Needy kissing allows the male audience to be in control, as they may have voyeuristic pleasures out of seeing women kissing and eventually locking in a passionate embrace. In reference to Mulvey's article, Jennifer has oral fixations, as she licks the inside of Needy's mouth in a close up shot which connotes passion and eroticism.

As well as this, the high angle shot of Needy and Jennifer relates to the male gaze, as the audience have scopohilic pleasure out of watching the women in a passionate moment. The use of lingerie connotes how the women are sexually provocative and promiscuous.

However, the male gaze is seemingly interrupted, as the close up shot of Jennifer lifting Needy's top raises the male gaze, as the women are about to have sex. Needy's slender back is dismembered and fetishized, as Jennifer caresses her back which connotes physical attraction and passion.

However the audience expectations are subverted, as Needy instantly is cathartic of her first 'lesbian' experience, as she is unwilling to have sex. The angry reaction of Needy connotes frustration and emotional guilt, as she believes she is being more immoral in having relationships with a woman and is aware of her self objectification, as she is not persuaded to have sex.

In many ways, Jennifer is more dominant in the scene, as signified in the medium shot where she says "I have the cops in my back pocket", this connotes how she is more confident and dominant due to her power over the police. What's more, Jennifer is represented as being supernatural and immortal, as the camera tilts down to the close up shot of Jennifer cutting her arm and it healing by itself signifies how Jennifer is more invincible and sinister, as she poses a threat to women and is represented as the Proppian villain. The over the shoulder shot signifies Needy's shock at seeming the wound heal, which is quite weird, as humans would not be able to heal that quickly. Alongside this, the non deigetic sound of the calm violin and sound effect of the skin healing signifies Needy's shock at Jennifer, as she does not seem to be who she says she is.

In regards to this scene, audiences such as postfeminists may have negotiated readings with the text , as Jennifer is represented as quite androgynous and dominant, as she has the power to heal and tempts women into her supposed trap. Though, other audiences may have oppositional readings to the text, as women are dominant and men are subordinated, which makes men seem more vulnerable.

788 words

Monday 18 October 2010

Post Feminism and Popular culture- Sex and The City



"The new young women are confident enough to declare their anxieties about possible failure in regard to finding a husband, they avoid any aggressive or overtly traditional men, and they brazenly enjoy their sexuality, without fear of the sexual double standard".

"...capable of earning their own living, and the degree of suffering or shame they anticipate in the absence of finding a husband is countered by sexual self-confidence. Being without a husband does not mean they will go without men".

"Individuals must now choose the kind of life they want to live. Girls must have a lifeplan. They must become more reflexive in regard to every aspect of their lives, from making the right choice in marriage, to taking responsibility for their own working lives,and not being dependent on a job for life or on the stable and reliable operations of a large-scale bureaucracy which in the past would have allocated its employees specific,and possibly unchanging, roles".

Post Feminism and Popular culture- Lad's Mags

http://www.dailymail.co.uk/debate/article-1274095/JAN-MOIR-Lads-mags-toxic-culture-treats-women-like-meat.html

This is an article which discusses the role of women and how they are subordinated and degraded in lad's mags.

"...young women endorse (or else refuse to condemn) the ironic normalisation of pornography, where they indicate their approval of and desire to be pin up girls for the centrefolds of the soft porn “lad mags".

"...we are witness to a hyper-culture of commercial sexuality, one aspect of which is the repudiation of a feminism invoked only to be summarily dismissed (see also Rosalind Gill 2003)".

"As a mark of a post-feminist identity young women journalists refuse to condemn the enormous growth of lap dancing clubs despite the opportunities available for them to do so across the media".

Post Feminism and Popular culture- Citroen Car advert



"This advert appears to suggest that yes, this is a self-consciously “sexist ad,” feminist critiques of it are deliberately evoked".

"Feminism is “taken into account,” but only to be shown to be no longer necessary. Why? Because there is no exploitation here, there is nothing remotely naı¨ve about this striptease. She seems to be doing it out of choice, and for her own enjoyment..."

"the shadow of disapproval is introduced (the striptease as site of female exploitation),only instantly to be dismissed as belonging to the past, to a time when feminists used to object to such imagery. To make such an objection nowadays would run the risk of ridicule".

Post Feminism and Popular culture- Wonderbra advertisement


"The Wonderbra advert showing the model Eva Herzigova looking down admiringly at her substantial cleavage enhanced by the lacy pyrotechnics of the Wonderbra, was through the mid-1990s positioned in major high street locations in the UK on full size billboards".

"...composition of the image had such a textbook “sexist ad” dimension that one could be forgiven for supposing some familiarity with both cultural studies and with feminist critiques of advertising(Judith Williamson 1987)".

"...taking feminism into account by showing it to be a thing of the past, by provocatively “enacting sexism” while at the same time playing with those debates in film theory about women as the object of the gaze (Laura Mulvey 1975) and even with female desire (Rosalind Coward 1984; Teresa de Lauretis 1988)."

Post Feminism and Popular culture- Bridget Jones Diary

"..she has benefited from those institutions (education) which have loosened the ties of tradition and community for women, making it possible for them to be disembedded and re-located to the city to earn an independent living without shame or danger".

"post-feminism positively draws on and invokes feminism as that which can be taken into account, to suggest that equality is achieved,in order to install a whole repertoire of new meanings which emphasise that it is no longer needed, it is a spent force."

".. gentle denunciations of feminism (as in the film Bridget Jones’s Diary) co-exists however with the shrill championing of young women as a “metaphor for social change” on the pages of the right wing press in the UK, in particular the Daily Mail."

Four Key Concepts of Post Feminism

  • Post-feminism as backlash to feminism:

In the article, this concept signifies how women have made progress in the gender war. This point supposedly diminishes post feminism, as it makes women feel unfeminine, unhappy, as they are made to look more aggressive.

  • A more positive look at feminism:

In society, the idea of feminism was opposed, though post feminism seemingly instills a more attentive and positive look on feminism, women have managed to gain some ground in the gender war, with more opportunities open for women and greater equality in society, e.g employment.

  • Post-feminism as a colloquialism:

This particular concept relates to the fact that feminism is still present in society, but is more modern, event though it is controversial or despised as being evil. Feminism is doing the role of post feminism, in that it revisits topics and has different goals to achieve.

  • The ambiguity of the prefix “post”:

In many ways, the prefix of post is more ambiguous, as it may have been concluded or have already started. Though it could relate to the fact that feminism may have ended or becoming to be more influential.

Wednesday 13 October 2010

Bianca's Exemplar Essay

What are the different representations of women in adverts and how are they signified?

The representation of women can be positive: challenging the roles and expectations of women or negative: reinforcing a patriarchal society. This essay questions how and why these representations are constructed in an advert for Gucci Guilty Perfume and Stella Artois beer.

Firstly the Gucci advert is in widescreen which connotes a dramatic cinematic experience to engage its audience. More attention is gained by the female character first seen in the text and her protagonist is signified through this. The protagonist has female dominance which is signified through the use of colour- everything is in black and white while her hair is gold/blonde. This colour connotes gold, power and divinity signifying her importance in the text.

The use of intertextuality in this text will appeal to a particular audience. The film references a great deal to the neo film noir Sin City, with the use of colour and the female dominant femme fatale character. Sin City appeals to a male audience due to the action genre, this trailer could also appeal to the same audience due to the intertextuality. In terms of the Uses and Gratifications theory, a female audience might realise and accept the protagonist in the text is a form of escapism and also a male gaze, by theorist Mulvey, and therefore might aspire, from Young and Rubicam's 4Cs, to be the object of male gaze too.

Though the protagonist is an object of male gaze, it could be suggested that she sexually objectifies herself to tease the audience. The protagonist puts her leg into the frame of the shot. As she puts into the frame, it signifies self objectification, allowing the audience to fetishise her body. Another shot, a high angle, of their sexual activities signifies CCTV and spying which is voyeuristic. The fact she is on top signifies her control of the situation for both the male character and the audience.

Not only does the protagonist exert her feminity through self objectification she also presents herself as an anarchic character signified by adopting male stereotypes. The advert begins with a long shot of an unknown character speeding down the motorway, which stereotypically would be expected to be a male character. However, the audience's expectations are challenged when a medium shot of the driver shows to be a female.

In contrast, women are negatively represented in the Stella Artois text. The most obvious editing technique used in the advert is the split screen: one side shows the female getting dressed and the other side is of the beer getting "prepared". This use of split screen signifies that neither the beer nor the woman know they have been placed side by side. This puts the audience in position of control as they can voyeur the woman, in a socially acceptable way. Audiences may identify this control as patriarchy, and also identify with the unknown male character whose presence is felt within the text. This text then reinforces the idea of a patriarchal society and that women are subordinated by men.

Not only does the female share the screen with the beer, but the screen is split equally between the two "objects" which connotes the woman is equally objectified to the status of beer. It is suggested the audience is male due to the female and beer subject. Though the advert is targeted at men, it also negatively stereotypes men as people who have little respect for women which however is a dominant representation.

A range of close up shots of the female are used to fetishise her body. There is a close up shot of the female's leg slowly and elegantly rising from the bath tub. On one hand this could signify femininity and her control over it which is the oppositional reading. However, the more dominant reading is that her legs are an important part of the female body and connotes a male audience who can voyeur her body.

The text near the beginning of the trailer says "the preparation" which is an enigma code as the audience question "what event is the preparation for?". It is signified through the shots that the woman and beer preparation is for the male through the use of action codes. Action codes of both the preparation of the woman and the glass of beer are the same.

Women are represented as people who prioritise their looks and appearance, and this ad reinforces this ideology. Action codes including close ups of her: brushing her hair, doing her make up and putting on heels strongly represent women as image conscious. It could be said that the advert reinforces this representation, which is always seen in the media. Funnily enough, it could also be said that the media itself is the cause of this representation as this ideal, perfect woman is always represented in the media, and women feel they have to aspire to it.

In conclusion, both texts females are the protagonists and are sexually objectified for male audiences to fetishise and vouyer their bodies. However, while Gucci’s advert’s protagonist controls her sexuality through self objectification, the Stella Artois’ protagonist is objectified by an unknown but present male character.

In the Gucci’s ad, there are many examples in the text that signify the protagonist’s female dominance, but it is arguable whether this could be seen as a positive representation. The dominant reading is that the protagonist exerts her female dominance over the male challenging the historical patriarchal society and even subordinating males as easily manipulated and easily tempted by women and sex and this would favour feminism. However the oppositional reading which would favour the ideologies of the Stella Artois advert, might be that females can control their sexuality, but it is still for the male gaze and male dominant society.

Gucci Guilty- Positive Representation



Stella Artois- Negative Representation

Sunday 10 October 2010

Research into gender advertising

Research

Positive representation of women: Persil Laundry Detergent 1964



In this advertisement for Persil detergent in 1964, women are fairly represented, as the women in the advert is a mother who looks after her children. The use of the long shot connotes how she is the stereotypical carer, as she drops her son to school. The use of the non diegitic sound of the voice over signifies how she is more considerate, as her tone of voice connotes how she is more passive and calm. By using the tracking shot of the mother with her child, women are positively represented as being more attentive and protective of their children. In many ways, the female audience are voyeurs, as they see the linear narrative progressing and are able to identify with the mother on the way to school. As referred to by Gunter (1995) women are stereotyped as housewives who mostly appear in adverts around bathroom or kitchen products.

This advertisement for Persil laundry detergent maintains the status quo and gives women an accurate representation of housewives who are more concerned about cleanliness beauty, family and pleasing others. In the advert, the competitiveness of housewives to please is shown, as she shows her son's glistening white shirt to another women in an over the shoulder shot. The narrative seems to repeat, as the mother recommends the product to another housewife, as signified by the voiceover.

Negative Representation of women

1955 Joy Dish washing Liquid advert



Within this advert for Joy dish washing liquid, women are negatively represented, as they are stereotyped as being housewives. In the opening of the advert, the narrator in a medium shot signifies a binary opposition, as the man is at first signified in a medium shot, washing the dishes, though this challenging representation is removed, as the accurate representation of women as housewives is instilled. The advert seems to subordinate women as one dimensional, as the narrator says, 'Let your husband do the dishes... who am I kidding', the advert fades to give an accurate representation medium shot of the women in the kitchen. In many ways, the abnormality is removed, as women are in the home which reassures men, as they would not be expected to clean dishes.

Therefore, men are seemingly sexist, as they refuse to challenge stereotypes of men being carers at home. As evident in Gauntlett's article, content analysis signified how all adverts featuring women, three quarters were for kitchen and bathroom products. Women were twice as likely as men to be seen in the home. According to Schiebe (1979) most women in ads were more concerned about beauty, cleanliness , family and pleasing others. In this particular advert, women are negatively represented as the housewife, who has to perform crucial roles in the house such as cleaning and cooking. The constructed image of the smiling housewife is signified in this advert, as the medium shot of the housewife endorsing the product connotes that housewives are more passive and are under represented in the patriarchal society, due to thier lack of opportunities. The advert is seemingly self objectifying women, as they are constructed as being the doting housewife who is passive and has responsibilities in the home.

Interesting advert giving a positive representation of women

1960s Antler Luggage advert



In this early 1960s advert for Antler Luggage, women are positively represented, as they are signified as being more hard working and spontaneous. Interesetingly, women are represented as workers in factories, working alonside men which conntotes how women's emancipation in the 1960s paved way for women to be more decisive and able to find career opportunities, in contrast to being a houswife.

In contrast to previous advertisements, women were involved in production of products and were regarded as important members of the team, as signified with the non deigitic sound of the voice over, which praises women for thier detail, as they can be identified as being strong, diligent and precise. In many ways, the women in this advert for luggage are represented as being androgynous, as thier strength and intiative enables them to do the jobs which a man would normally do and can be indentifiable to many women in the 1960s. As well as this, the advert many have negotiated readings with feminism, as women seem to have equality to men and are signified as being powerful and strong, which could demean men in some ways.

According to Gunter, when women were seen in a paid environment, they were more often than not subservient to men. Therefore the audience could have oppositional readings to the advert, as they perform stereotypical tasks such as sewing and working with textiles, which seems to subordiante them, as seen in close up shot of the women sewing. In general, the advert reinforces the representation of women as being successful, optimistic and diligent in advertising.

Men in Advertising

Postive representation of men: 1963 Piels Beer Advert



In this 1963 advert for Piels Beer, men are positively represented as hard working, caring and family orientated, as the use of the montage allows the audience, consisting of males, to identify with the different types of men in the advert, as they themself are hard working. The use of the close up shot of the blacksmith working connotes how men are more dedicated and passionate in industry. By using continual fades, the audience are able to get a more accurate representation of men in different areas of work. The use of the voiceover in accordance to the advert is more sphisticated, as the narrator praises men in thier work. The use of a close up shot of the chief executve and builder shows the binary opposition of classes, with the chief executive and builder being more equal, as advertising promoted the idea of class. Though, the advert gives an accurate representation of men in the workplace.

The Piels beer relies on the positive values of hard work, as all of the men are stereotyped as being diligent and strong, which is fairly represented in this advert. The audience would have negotiated readings with the text, as they can be injected with a belief that hard work will result in rewards, therefore the beer promotes diligence as well as being pleasurable.

Advertisment depicting men as sex objects:

Diet Coke Lift Advert 2007



This advertisement for Diet Coke revolves around three women who take the lift for their Diet Coke break before pressing the alarm button to gain the attention of the constructed stereotype of men as being more muscular and attentive. Generally, this advertisement gives a negative representation of men as sex objects, as the women seem to cringe thier sexual desires, as signified with close up shot of the women stroking the top of the can, in this way the Diet Coke can acts as a phallic symbol, as the seductive movement of the fingers connotes sexual liberation and pleasures . As the women presses the button, the non deigtic sound of ' I just wanna make love to you', connotes sexual pleasures, as the close up shots of the women's faces connote seduction and provocativeness.

As the women look upwards, the use of the slow tilt signifies how the man is more heroic and masculine, as the close up shot of his belt and shoes connote how the man is adventurous and heroic, as he parasails down the lift at the call of a button, thus signifying women as the dominant sex. Interestingly, the women looks at the man's lower region which connotes sexual pleasures, as his toned body is fetishized by the women, which makes him the sex object, as the men is made the prey by the 3 women. In some ways, the Diet Coke advert could have negotiated readings with the women, as the men are subordianted, giving them a negative representation.

Negative Representation of Men

Lynx Chocolate Advert



Again, this 2007 advert for Lynx Chocolate self objectifies and under represents men as sex objects, as the protagonist sprays Lynx over his body and is transformed into a sexy man that is made out of chocolate. In many ways, the brand raises ideologies on chocolate , as it is one of women's main indulgences, therefore they would find it hard to resist a man made out of chocolate.

Therefore, the man is transformed into chocolate and is constantly dismembered by women, as signified in a medium close up shot in the cinema, where the women seem to lick the man's ears, this shows how his ears are fetishized as he is vulnerable to their temptation. Throughout the advert, the chocolate man's body is fetishized, with women waiting to grab some of him. Funnily enough, the facial expression of the man connotes how he is being pleased sexually and is relishing his dominant status, as women are seemingly subservient to his temptatious chocolate skin texture. Though, the man could be identified as being emasculated, as he is subordinated, with women overpowering him, by dismembering his body parts, as seen in a medium shot where his arm is snapped off. As well as this, the advert signifies women's sexual urges, as the medium shot of the women biting the man's ass connotes sexual pleasure ,where the man is irresistible, as signified in the tag line.

Post Feminism Advert

Littlewoods- Nice Boots Campaign



In this advertisement for Littlewoods, women are positively represented as being dominant and confident, as their boots seem to be fetishized, in order to signify their dominance over men. The close up shot of Coleen Rooney in the manor connotes how she is the Proppian helper who orchestrates women on style and beauty. Though, the advert could represent Coleen as being a leader of women who dispatches women wearing glamorous clothing in order to compete with other women. By using a long shot, the audience can identify with the women, as they are given clothes and shoes in order to look confident and attractive. In contrast to this, the fade signifies women as subservient to Coleen , who may be represented as the dominatrix with a whip who commands the women under her control.

Consistently, the advert is accompanied by the non deigitic music which revolves around the boots and is more sassy. By using this parallel sound, the women are more concerned with finding a man and are seemingly ready for a war, as they are signified polishing their heels in a medium close up shot. Therefore, the audience can have negotiated readings with the advert, as it raises post feminist issues and constructs the image of women being more dominant. However, the women are seemingly more active, as the long shot of women running connotes how they are willing to be healthy in order to look appealing to men and have some right to be confident.

At one point, the audience are voyeurs, as they see women undressing, as signified with a close up of the women's lingerie . Therefore, a male audience may gain sexual gratifications out of watching the women reveal themselves. However, a femal audience may be injected with a belief that being attractive and healthy is crucial in life, therefore the Littlewoods brand raises more positive ideologies . As well as this , many women can gain gratifications out of watching this advert.Though they could also gain self belonging needs,as they gain fashion tips and techniques from wacthing this advert.

As a result, the advert gives an alternative representation of women as being androgynous, as they are being commanded by women in army uniforms and are seen running and marching, thus signifying women as passive, yet more dominant .