http://www.englishandmedia.co.uk/mm/subscribers/downloads/archive_mm/_mmagpast/MM23_McCann.pdf
http://www.englishandmedia.co.uk/mm/subscribers/downloads/archive_mm/_mmagpast/mm23_black_press.html
http://www.englishandmedia.co.uk/mm/subscribers/downloads/archive_mm/_mmagpast/mm23_black_press.html
Tuesday 7 December 2010
Is reality becoming more real? The rise and rise of UGC
A. What is meant by the term ‘citizen journalist’?
‘Citizen Journalist’ is a term used to describe members of the public who witnesses an event and reports back about that event share it with the rest of the world or just friends and family by using media devices such as blogs, Youtube, Facebook, Twitter ect.
B. What was one of the first examples of news being generated by ‘ordinary people’?
One of the first ordinary person you could call a citizen journalist was George Holiday who was the first person to capture the Rodney King incident and report about it
B. What was one of the first examples of news being generated by ‘ordinary people’?
One of the first ordinary person you could call a citizen journalist was George Holiday who was the first person to capture the Rodney King incident and report about it
C. List some of the formats for participation that are now offered by news organisations.
An Interactive which includes a Message board, Chat rooms, Q&A, polls, Have your says and blogs with comments enabled.
An Interactive which includes a Message board, Chat rooms, Q&A, polls, Have your says and blogs with comments enabled.
D. What is one of the main differences between professionally shot footage and that taken first-hand (UGC)?
The quality and reliable of the report will differ professional footage maybe more objectified where as footage taken first hand will be more hard-hitting and emotive.
E. What is a gatekeeper?
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.
F. How has the role of a gatekeeper changed?
The role of the gatekeeper has changed as people who didn't have a voice before now do such as youths, low income groups and other minorities.
g. What is one of the primary concerns held by journalists over the rise of UGC?
The effect on journalist if there was a rise of UGC would mean journalist may well loss there jobs as people are willing to report about issues for free and the standard of news reports ond issue coverage will drop due to a decline in journalist
Monday 29 November 2010
Theorist that apply to texts
}Stuart Hall
}Richard Dyer
}David Gauntlett
}Theodor Adorno
Stuart Hall
}Topics - Race, Identity, Representation of black people
}Books – Understanding Media: The extension of man, Escape into understanding.
}“Representation is to present, to depict and to image”
}“Something was there already and the media represented it”
“Political figures are meant to represent us
David Gauntlett
Topics
}Change in media consumption
Source
}Media in the online age
Relation to topic
}Black Comedians reaching out to a larger audience
}Cant repeat material
3 Texts
Live at the appollo
Jack Dee (Host)
BCC one & BBC one HD
2004- Present
Comedians:
}Michael McIntyre
}Russell Howard
}Dara Ó Briain
}Rob Brydon
}Jason Manford
}Stephen Kehinde Amos
}Lenny Henry
Target audience
}Primary audience are Males and females, White (Personal identification), C1, C2, D,
}Secondary audience are Other Ethnic groups, D, E
Def Jam Comedy
}Russell Simmons (Host)
}HBO
}1992- Present
Comedians:
}Katt Williams
}Dave Chappelle
}Chris Rock
}Bernie Mac
}Cedric the Entertainer
}Mo'Nique
Target audience
}Primary audience are Males and females, Black (Personal identification), C1, C2, D, E
}Secondary audience are Other Ethnic groups, D, E, Teenagers
KOJO Comedy Fun House
KOJO (Host)
MTV BASE
2008- Present
Comedians:
}Richard Blackwood
}Eddie Kadi
}Slim
}DJM
}Kat
}Mo
}A Dot
}Kevin J
Target audience
}Primary audience are Males and females, Black (Personal identification), C1, C2, D, E
}Secondary audience are Other Ethnic groups, D, E, Teenagers
The representation of black people in stand-up comedians, In the US & UK TV comedy.
}Tend to appeal to underground comedy clubs
}Use of Excessive Profanity
}The “N” Word
}Use suffering as a topics and issues and play around with the stereotype
}Uneducated
}Aggressive
}They are known to represent their people from their background
Text | Plaform | Year of Production |
| Def Jam Comedy | Broadcast (TV series) | 1992- Current |
| Live At The Apollo | Broadcast (TV series) | 2004– Current |
| Kojo's Comedy Fun House | Broadcast (TV series) | 2008- Present |
Monday 1 November 2010
Alternative Representation Of Women In Hip-Hop
The above music video illustrates an alternative representation of women as the women of this music video are not shown to be decoration as they are positioned in the centre of the frame with the use of high key lighting which glamorous them and emphasise that they are protagonist of the music video. In addition the women of the music video are not shown to be sex object which are there use to appeal to the male gaze they are shown to be in control with their commanding body language and facial expressions which suggest that they are in powering themselves and the use of costume is not so revealing and not showing too much which could connotes that they are dressing up to look good for themselves and not to satisfy the male gaze. Furthermore there is not clear sign of fetishization as there doesn’t seem to be any phallic symbols illustrated in the mes-en-scene.
The use of close up shots when the three women are raping shows them to be in have power over others as this is illustrated with the low angle shots which shows them looking down at us as they also directly look into the camera which connotes a first mode of address as this could outline that women have equal rights and are also allowed to express themselves in the same way men do. In addition the lack of men in the mes-en-scene is very significant as stereotypically in hip-hop or rap music videos women are shown to outnumber the main artist whereas in this music video there is hardly any other female models then the ones that are performing as this also shows that the whole music video is not primary targeted at men and men are not there to subordinate or make the females in the music video look inferior by disrespecting them also suggesting that the music video doesn’t aim to appeal to the male gaze.
The females in the music video are shown to be dominate with the use of black costume instead of red which would connotes danger and love they are wearing black which may connote mystery and as they are protagonist of the music video their names “Trina, Eve and Diamond” which suggest that they are not faceless women in the music video. It also suggest that they are not being highlighted as a commodity and not being sold for their sex appeal there is a bit more behind it the females in this music video are given a voice and positively representing other women and giving them a voice
Some would argue that the females in the music video are trying to take up a males role by coming across as forceful and aggressive but I feel that they are just taking up an alternative representation in the hip-hop/rap industry and they are choosing not to be subordinated and treated like sex objects as they subverts the stereotype attached to females in the hip-hop/ rap industry as being just decoration that stand in the background looking pretty dancing away. They have chosen to not show too much flesh and use close up shots to emphasise their legs or chest and be objectified.
Some would also argue that the hip-hop/rap industry is a male dominated genre this has been the case for many years and also historically speaking so this alternative representation of females in this music video is positive because if you look at the stereotypical lyrics of the hip-hop/ rap genre you will see that the lyrical language is derogatory and sexually exploiting women and portraying them as sex objects which the females in this music video seem to be challenging.
Thursday 28 October 2010
Media Conference - 21/10/2010- Perfecting your production work
Lecturer: Pete Fraser
Research
Look at examples
codes and conventions
Media Magazine
Target audiences
Institutions
Planning
Plan for what can go wrong
Record all planning
Show process of planning
Blogging Evidence
Storyboard
Script
Ideas/ Feedback
at every stage take feedback to improve
Logistics
People, place, props, costume
Rehearse and prepare
Share contact details
Look at examples
codes and conventions
Media Magazine
Target audiences
Institutions
Planning
Plan for what can go wrong
Record all planning
Show process of planning
Blogging Evidence
Storyboard
Script
Ideas/ Feedback
at every stage take feedback to improve
Logistics
People, place, props, costume
Rehearse and prepare
Share contact details
Media Conference - 21/10/2010- Online media, Cleggmania, and The Cowell Factor
Lecturer Dr Julian McDougall talked about “How do online media and convergence impact on the ways audiences and producers use and create media?” He went on to speak about the links between reality show TV and the online media and that the media landscape with the help of Web 2.0 has offers more democracy as people are able to express their feelings and opinions making people like Simon Cowell arguably more powerful then politicians as there is more interest in the media he creates than any other individual. Whereas Web 1.0 only allowed people to public content which couldn’t be altered and changed in any way and people won’t able to comment and leave feedback or their opinion on the matter.
Media Conference - 21/10/2010- Chewing Gum for the Brain: Why do people talk such rubbish about Media Studies?
Lecturer: Professor David Buckingham talked about the critics of media studies and referred to: “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. In addition he went on to say that a Media study is a dumbing down of English where they favour The Simpsons over the traditional Shakespeare. However schools argue that studying The Simpsons makes students more critical thinkers and make them understand the code and conventions of moving image as well as the overall narrative. He also went on to say that the opening of The Simpsons is just as challenging as studying the opening of Dickens' Great Expectations
Another article he referred to was "Tories to tackle the Media Studies Menace", The Independent http://www.independent.co.uk/news/education/education-news/tories-to-tackle-the-media-studies-menace-1772933.html which suggested that Media studies alongside sociology is a Mickey Mouse subject which aimed to brainwash young people and that schools should be teaching the traditional Maths, Science and English more academic subjects.
Tuesday 19 October 2010
Laura Mulvey.
Eric Prydz - Call On Me
The above music video is a music video which conforms to the ideas of Laura Mulvey that women are presented as sex objects and just there to appeal to the male gaze. This is outlined in the above music video as the women are negative representation through the lack of clothing and costume worn by the females along with the fact that they seem to be having orgasmic (sexual) facial expressions and seem to be posing in sexual positions which connotes that they are being sexually objectified.
In addition the women seem to also be looking directly into the camera, which is a direct mode of address and connotes that fact that they are deliberately inviting the male gaze to have a look at them. There are also a lot of women in the music video in comparison to the one male character which connotes that the music video is aimed at appealing to males instead of females but women are able to watch it and get sexual pleasure from watching the male character whose is being sexually objectified.
The use of low camera angles to capture and emphasise on the female body specially the female chest and legs being the main focus of the music video also shown with the use of close up shots which again relates back to the whole music video appealing and inviting the male gaze
Laura Mulvey says: Applying these ideas to Hollywood film viewing, Mulvey suggested that women in film are represented as ‘objects’, images with visual and erotic impact, which she termed their ‘to-be-looked-at-ness’. Classical Hollywood films positioned the audience as male, and through identification with the male protagonist (Lacan) gave him an active role in viewing the female subject and gaining pleasure from doing so (Freud). This look, from audience to actress, is termed ‘the look’ or ‘the gaze’. According to Mulvey the look could be ‘voyeuristic’ (women are viewed as virtuous and beautiful) or ‘fetishistic’ (women are viewed as excessively sexual beings).
Monday 18 October 2010
Post Feminism Reading Questions
Wonderbra Eva Herzingova
The above poster is an advert for Wonderbra Eva Herzingova the image is a negative representation of women this is emphasised with the use of a medium shot which focuses on the females body and the women in the frame is shown to be appealing to the male gaze and judging by her facial expressions and body language she seems to be directing the male gaze as she looks down at her breast. In addition the text on the advert “Hello Boys” reiterates the fact that the advert is primary target audience is men. However some may say that the advert is representing feminism and shows her to be in control even though she’s showing her body parts she’s in control as she doesn’t seem to be showing too much... "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)." as well as the theory.. "The 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)."
Citroen Car advert
The above Citron advert can be highlighted as being a ‘Sexist advert’ as” feminist critiques of it are deliberately evoked". this suggest that feminist oppose the ideas that they are being shown to be sex objects as well as being shown to be subordinated this is outlined in the body language and facial expressions of the women in the advert who goes across as performing a striptease. However some argue this is not the case as she’s doing it for herself and no male presents. "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 ofidicule".
Lad’s Magazine
"...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".
"...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".
Lad’s magazines present women in a negative way as they show them to be subordinated this is outlined by their lack of costume and clothing, as well as the way the pose in the frame as sexually inviting the male gaze to look. However some would disagree and say that women in these lads’ magazines are not subordinated as they seem to be enjoying themselves this is outlined through their body language and facial expressions.
Bridget Jones Diary outlines that women are treated fairly and equally this is highlighted in the Media as in the film she’s portrayed to be the protagonist and she’s given a dominate active role in the film this is shown through her positioning in the frame in the film as she’s shown to be in the centre connoting she’s the central character and the film is all about her, this is reiterated with the name of the film “Bridget Jones Diary” connoting that the film is about her diary entries and this is a positive representation of women as the film is from a respectable women’s point of view it also shows her to be educated and not a negative subordinated sex object allowing certain women to personally identify themselves with the protagonist.
Bridget Jones Diary
"she confides in her friends, she keeps a diary, she endlessly reflects on her fluctuating weight, noting hercalorie intake, she plans, plots and has projects. She is also deeply uncertain as to what the future holds for her. Despite the choices she has, there are also any number of risks of which she is regularly reminded"
“It might be more accurate to remark on the keen interest across the equality and popular media (themselves wishing to increase their female readers and audiences), in ideas of female success.”
Saturday 16 October 2010
FAQ: What is “Post-feminism”?
• A more positive look at post-feminism:
In raising these questions, I am only at the beginning of figuring out what a more positive kind of post-feminist account of religion and family might look like, and so have no compelling summary to offer, let alone a call to a specific research agenda. In my own work, I do want to take some feminist insights for granted. But I explicitly reject the idea that strong feminist critiques have had their day and must now give way gracefully to approaches that favor a consensual and functional, or even communitarian, interpretation of the good society. I am feeling more combative, or at least constructively critical, about theories that neatly divide society into a “public” and a “private” realm, while systematically devaluing those feminine things (religion, family) assigned to the private (cf., Warner 1999). I am not sure where it will lead, but it feels right to begin pushing back the boundaries of post-feminism by asking a different set of questions.
In raising these questions, I am only at the beginning of figuring out what a more positive kind of post-feminist account of religion and family might look like, and so have no compelling summary to offer, let alone a call to a specific research agenda. In my own work, I do want to take some feminist insights for granted. But I explicitly reject the idea that strong feminist critiques have had their day and must now give way gracefully to approaches that favor a consensual and functional, or even communitarian, interpretation of the good society. I am feeling more combative, or at least constructively critical, about theories that neatly divide society into a “public” and a “private” realm, while systematically devaluing those feminine things (religion, family) assigned to the private (cf., Warner 1999). I am not sure where it will lead, but it feels right to begin pushing back the boundaries of post-feminism by asking a different set of questions.
This Post-feminism concept highlights that woman have done there job and given post- feminism a positive representation and now its down to society.
• Post-feminism as backlash to feminism:
What the hell is postfeminism, anyway? I would think it would refer to a time when complete gender equality has been achieved. That hasn’t happened, of course, but we (especially young women) are supposed to think it has. Postfeminism, as a term, suggests that women have made plenty of progress because of feminism, but that feminism is now irrelevant and even undesirable because it has made millions of women unhappy, unfeminine, childless, lonely, and bitter, prompting them to fill their closets with combat boots and really bad India print skirts.
This Post-feminism concept highlights that woman are now considered to be equal to men and that there is no longer a gender war.
• Post-feminism as a colloquialism:
It’s about deeply held political convictions, not to mention strategy. If there’s a wad of people out there extolling postfeminism and meaning “I think feminism is flawed and I’d like to see some goal-shifting, fresh tactics, and revisiting of contentious topics,” this isn’t just an issue of what’s going on in a speech group that doesn’t overlap with mine. It’s about defending feminism’s ground. Feminism is already doing the work that these (as I have come to think of them) non-evil postfeminists think comes with their prefix. And it’s beyond obvious that feminism suffers from its terrible reputation and from the vast misunderstandings that stunning numbers of people still have about it (no matter how many times it happens, I will never, ever get used to being asked if I hate men). I can’t help but see even the non-evil usage of “postfeminism” as a rejection of and attack on feminism, and an implication that the movement is finished. And that means I need to challenge it at every turn.
This Post-feminism concept highlights that woman are now considered to be moving away from feminism.
• The ambiguity of the prefix “post”:
I’ve come accross the term used in the way Lurker describes, similarly, in academic circles, and for academic reasons I don’t think anyone should use it. The problem lies in the ambiguity of the prefix “post”, because post can mean since something commenced OR since something concluded. So, while technically a “post-feminist society” could mean a society since feminism began to be an influence, there will always be people who think you mean since feminism ended.
This Post-feminism concept highlights post-feminism is not so clear as women think and that it's failing to have a positive effect on society.
What the hell is postfeminism, anyway? I would think it would refer to a time when complete gender equality has been achieved. That hasn’t happened, of course, but we (especially young women) are supposed to think it has. Postfeminism, as a term, suggests that women have made plenty of progress because of feminism, but that feminism is now irrelevant and even undesirable because it has made millions of women unhappy, unfeminine, childless, lonely, and bitter, prompting them to fill their closets with combat boots and really bad India print skirts.
This Post-feminism concept highlights that woman are now considered to be equal to men and that there is no longer a gender war.
• Post-feminism as a colloquialism:
It’s about deeply held political convictions, not to mention strategy. If there’s a wad of people out there extolling postfeminism and meaning “I think feminism is flawed and I’d like to see some goal-shifting, fresh tactics, and revisiting of contentious topics,” this isn’t just an issue of what’s going on in a speech group that doesn’t overlap with mine. It’s about defending feminism’s ground. Feminism is already doing the work that these (as I have come to think of them) non-evil postfeminists think comes with their prefix. And it’s beyond obvious that feminism suffers from its terrible reputation and from the vast misunderstandings that stunning numbers of people still have about it (no matter how many times it happens, I will never, ever get used to being asked if I hate men). I can’t help but see even the non-evil usage of “postfeminism” as a rejection of and attack on feminism, and an implication that the movement is finished. And that means I need to challenge it at every turn.
This Post-feminism concept highlights that woman are now considered to be moving away from feminism.
• The ambiguity of the prefix “post”:
I’ve come accross the term used in the way Lurker describes, similarly, in academic circles, and for academic reasons I don’t think anyone should use it. The problem lies in the ambiguity of the prefix “post”, because post can mean since something commenced OR since something concluded. So, while technically a “post-feminist society” could mean a society since feminism began to be an influence, there will always be people who think you mean since feminism ended.
This Post-feminism concept highlights post-feminism is not so clear as women think and that it's failing to have a positive effect on society.
Comment on Female Representions of 2 Ads.
A2 Media Exam Blog (mest 3): Female Representions on 2 Ads.:
"First Ad.http://www.youtube.com/watch?v=6SrqSc-GHS0&NR=1&feature=fvwpIn Parisienne YSL: Kate Moss Commercial, women are clearly sexually ob..."
"First Ad.http://www.youtube.com/watch?v=6SrqSc-GHS0&NR=1&feature=fvwpIn Parisienne YSL: Kate Moss Commercial, women are clearly sexually ob..."
WWW: Good use of media language, Good Research of representation
EBI: Analyse more then one clip of representation
Bianca's essay- What are the different representations of women in adverts and how are they signified?
Gucci Guilty
Stella Artois Bath Commercial
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 ofmale 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 femaledominance, but it is arguable whether this could be seen as a positive representation. Thedominant 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.
Stella Artois Bath Commercial
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 ofmale 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 femaledominance, but it is arguable whether this could be seen as a positive representation. Thedominant 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.
Subscribe to:
Posts (Atom)