Explore how the set editions of Woman and Adbusters reflect the historical context of the time they were made in:
Adbusters:
2016
The dominant ideology of the producer is to make the audience feel guilty for spending money on expensive shoes instead of giving money to charity
Adbusters are protected by the fair use policy
Genre codes and conventions – changes over time? conventions of a fashion advert with a photograph of the 'product'
Layout and design- simple, little language - binary opposition of rich and poor- large logo position in the top centre draws audience attention to the 'brand'
Composition - positioning of masthead/headlines, cover lines, images, columns, font size, type, colour - Pun of 'red soles' because the bottles would make uncomfortable shoes and make their actual feet red (under the image of the feet in bottles)- little font apart from logo and the pun under neath
Images/photographs - shot type, angle, focus- referential/symbolic code "red soles are always in season"
Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up ,Graphics, logos - white background connotes purity and innocent- binary opposition making the smaller image stand out- logo of the Loubouton shoes which usually start at around £800- the dirt back ground suggests this is someone from Africa (intertextuality) -
Language – headline, sub-headings, captions – mode of address- little language - dark humour is used- referential/symbolic code "red soles are always in season"
Anchorage of images and text- image lacks anchorage,
Elements of narrative (Todorov) - breaks the boundaries - make the audience feel guilty for spending money on expensive shoes instead of giving money to charity- criticising we live in a consumerist society - creates and exciting and dangerous narrative for the audience
Woman magazine:
August 1964
Cheap magazine- 80p in todays money - sales were around 3 million copies per week
all about saving and getting the most for your money compared to how much people spend on kitchens in todays time
Genre codes and conventions – changes over time? challenges stereotypes as the mother is teaching the little boy how to cook
Layout and design
Composition - positioning of masthead/headlines, cover lines, images, columns
Font size, type, colour- title is serif font and fancy which could connote how women are seen- uses, the pink font is stereotypically feminine colours
Images/photographs - shot type, angle, focus
Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up
Graphics, logos
Language – headline, sub-headings, captions – mode of address- very feminine related issues such as cooking - reinforces the idea of stereotypical housewives
Anchorage of images and text- women were objectified during these times- that the women were the cooks
Elements of narrative (Todorov)
Zoe's Media blog
Tuesday 7 May 2019
Sunday 21 April 2019
Must learn
Roland Barthes
(semiotics):
Signs - anything that can have meaning
Signifies - the thing that creates meaning
Signifieds - the meaning that is created
Codes- an element of media language that creates meaning for
the audience.
Hermeneutic code - something within the media product that
creates mystery or suspense.
Proairetic code - (action codes) refers to something within
a media product that suggests that something will happen.
Symbolic code - something within media product that creates
a deeper meaning for the audience.
Key Theory- Claude
Levi- Strauss
Structuralism:
Binary opposition: Where two concepts, messages or values
are presented in direct opposition with oner another. Levi-Strauss suggested
that our perception of the world is based on binary opposition.
Albert Bandura - The
effects model (The hypodermic needle model/ Brain washing theory.)(Key Theory
15) He experimented on children.
He thought that the producers brainwash people and inserted
ideologies.
A reason it's still believed is because it's a easy and
simple theory to understand and it also gives people someone to blame.
George Gerbner-
Cultivation theory:
The idea that prolonged and heavy exposure to T.V...
cultivates, as in grows or develops in audiences. Therefore if you watch a lot
of films about men being the stronger sex that's what people start to believe.
Clay Shirky- 'End of
audience' theorist:
Audiences are no longer passive: they interact with media
products in an increasingly complex variety of ways.
Hegemony: Where
one group wields power over another, not through domination, but through
domination, but through coercion and consent.
Stuart Hall-
Reception Theory/Audience Response:
·
Dominant Reading: The audience agrees with the
dominant values in the text, and agrees with the values and ideologies it
shows.
·
Oppositional Reading: The audience completely
disagrees with what they see, and rejects the dominant reading.
·
Negotiated Reading: The audience generally
agrees with what they see, but they may disagree with certain aspects.
David Hesmondhalg:
The cultural industries
He said that...
horizontal integration is key to the media industry.
Vertical integration involved in different stages of
production and circulation.
Conglomeration
Curran and Seaton:
Media concentration limits variety, creativity and quality.
The media is controlled by a small number of companies
primarily driven by the profit and power.
More socially diverse patterns of ownership can create more
varied and adventurous media productions.
Paul Gilroy- theories
around ethnicity and post colonial theory:
·
Colonisation is what happens when one country
takes over another country and forces their culture on them
·
Linked to the hierarchies
·
Racial hierarchies and othering - From Gilroy's
perspective, is is another method of establishing hegemonic control
David Gauntlet:
He believed that audiences construct their won identities
through what they see on television.
He also believes there are many more representations of
gender than the traditional 'gender binary'.
Steve Neale- Theories
around genre
He believes that genre is essentially instances of
'repetition and difference'. He suggested that texts need to conform to some
generic paradigms to be identified within a certain genre- but must also
subvert these conventions in order to not appear identical.
The dominant
ideologyy is the social norms we're subjected too.
Hegemony is the
power over us through consent and not through force. It is a system of control,
and we follow the systems all the time.
Judith Butler- Gender
theory- the idea the sex is what your born with either female or male.
Gender is what you see yourself as- it's a performance
Lisbet van Zoonen-
Feminist theory
The idea that...
Gender is constructed through discourse, and that its
meaning varies according to cultural and historical context. The display of women's
bodies as objects to be looked at is a core element of western patriarchal
cultureThat in mainstream culture the visual and narrative codes that are used
to construct the male body as spectacle differ from those used to objectify the
female body.
David Gauntlet-
Theories of identity:
Pick and mix theory- Suggested that audiences can pick and
choose certain ideologies which suits them and ignores other parts of the
products they don't agree with
Audiences are not
passive, and media products allow the audience to construct their own
identities
Lisbet Van Zoonen-
Feminist theory
Male gaze theory
Gender is constructed through codes and conventions of media
products, and the idea of what is male and what is female changes over time. Women's
bodies are used in media products as a spectacle for heterosexual male
audiences, which reinforces patriarchal hegemony.
bell hooks- Feminist
theory
·
Most famous book is "feminism is for
everyone"
·
Feminism is a struggle to end patriarchal
hegemony and the domination of women
·
Feminism is not a lifestyle choice: it is a
political commitment
·
Race, class and gender all determine the extent
to which individuals are exploited and oppressed
Regulation theory-
Sonia Livingstone and Peter Hunt
The increasing power of global media corporations, together
with the rise of convergent media technologies and transformations in the
production, distribution and marketing of digital media, have placed traditional
approaches to media regulation at risk.
Henry Jenkins:
This is where fans of the media product read it in a way
that is wasn't really intended. an example of this is shipping- where fans will
take two characters and they will want them to be together. this is a type of
negotiated reading, as it is not what the producer intended for the audience to
see. it is an active audience theory as the audience is choosing what they want
to take from it
Reception theory: Stuart
hall- reception theory- encoding/decoding- preferred(when the audience
agree with the ideology), negotiated(your in the middle), oppositional( you
don't agree with the ideology/reject it ), aberrant (when you don't understand
it)
Charity Advertising:
Water Aid Advert- Claudia (key text)
Focuses more on the positives
Water is shown to bring the community together
Showing her as not a victim which differs from other charity
adverts
Binary opposition between the dull weather in England
between the bright colours at the end when they're together getting their
water.
Statistics have been used of 650 million people still needed
to be helped. This makes the target audience feel bad for those who don't have
clean water and makes them feel as though they could help and change peoples
lives by donating the money.
Symbolic code- the water symbolises hope,happiness, and new
opportunities
Tide Advert:
This is advert is very stereotypical of post war time women.
With the lady hugging a washing powder which is very specific assumption on
what a female wants. This is also a code
which implies the women need/ want this product giving the impressions she
needs this product like she needs a man. The z-line of the advert goes straight
to the slogan of " Tide's got what the women want!" then missing out
a lot of information as there is alot of text within the advert.
Colours connote that this product will lead to a better
life, also the colours used are what are seen as female colours.
Context of the advert:
An American advert
and company
Still leading brand in America today as it was in the 1950's
Designed for heavy duty
A large well respected and loved company- DMB&B
Was well know for their use of the "house wife"
character
Tide is loved by women- their unique selling point.
Ideologies that are
cultivated:
Ideology that the washing is just a female role
Ideology that tide is the best washing product
Ideology that women do the cleaning shown through that only
females are in the advert it is cultivated
She's the archetypal housewife.
Another ideology that's been cultivated is that women love
cleaning as she is hugging the cleaning product and smiling
A low angle shot has been used to give the impression that
the "house wife' character is more powerful which would appeal to the
target audience. I think a proairetic code has been used which suggests she's
about to do the washing.
Sans-serif font has been used within the advert which would
appeal to the middle class audience.
The colour red suggests women are only there for the
cleaning and for a relationship.
direct address has been used as it address the women about
buying the women. The close up shot of the women which indicates she is the
main character of the advert.
the symbolic code of the colour white in the back ground
symbolises purity and also cleanliness.
The z-line sums up the main parts of the advert without
having to read all of the writing. Summing up the narrative of the advert as
the Advert was also played on the radio, this advert also has a TV feel with
the narrative.
The use of makeup implies the product makes you feel better
about your self as you get dressed up to do the washing.
Language analysis:
There's a very direct mode of address used within the
advert. Also the use of direct makes the advert have a more personal feel
especially with the quote " No wonder you women by more TIDE then any
other washday product!' This also gives women a sense of community as "the
housewives."
However the use of "you women" gives a great sense
of authority of them looking down on the women.
"sudsing whizz" is an example of archaic language
which was everyday use of language for the working class in the 1950's.
Language has also been used to exaggerate the product
describing it as a "miracle". Even though it isn't as its just soap.
Ideology- Women like and want to clean, and that they should
clean.
Kiss of the Vampire:
·
Gothic horror film
·
1963
·
Target audience: male heterosexuals
·
Connotative Features:
·
Females wearing revealing clothes= attraction
·
Black-death
·
Red-blood
·
Foreign antagonists
·
By 1963 standards is this is them barely wearing
any clothes (underwear).
How the story is
told:
·
Vampire Costumes- Gothic horror
·
Blood- someone will get hurt
·
Two in white/lighter colours symbolises purity
and the innocent characters
·
Symbolic code- the red on the vampire jacket-
audience assume there will be death, blood or romance.
·
Character archetypes- Damsel in distress
·
The representation of women in this poster is
that there objectified.
·
Male characters aren't objectified or sexualised
in this poster unlike women. They aren't standing around barely dressed unlike
the females.
·
Binary oppositions- light/dark, evil/innocent,
kiss/vampire, male/female, power/helplessness.
Newspapers:
Daily Mirror (set
text):
·
Tabloid newspaper/redtop
·
Working class audience
·
Owned by Reach PLC (perviously known as Trinity
Mirror)
·
Founded in 1903
·
Circulation 587,803 (2017)
·
Sister paper- Sunday Mirror
·
Reach also publishes a range of local newspapers
, Cambridgeshire Live
·
Slogan " The intelligent Tabloid. Hashtag
madeyouthink"
·
Cover price 80p
·
The Mirror is owned by Trinity Mirror.
Daily Mirror are very anti-Trump therefore they are bias
against Trump. As a result of this they are politically biased. Consequently
changing the readers ideology, Making them hate trump.
The use of rhetorical interrogative critically make the
reader think what situation has American got themselves into. Suggests that the
target audience is English which is shown through the wording 'they'.The statue
of liberty holding his head in shame connotes America is ashamed of
themselves(American values presented through the statue). Mise-en-scene of the
dark gloomy sky is a proairetic code as it suggests something bad is going to
happen- war or destruction. The producers ideology is that they don't agree
with the Americans people to vote Trump in.
Infers that people only voted for Trump to get rid of
immigrants, this is shown through the use of the bullet points. One intended
audience response is anger and frustration at the voters. The use of the box
makes critics think otherwise about which types of people voted not just
stereotypical American's.The gesture of Hillary Klinton's head help high makes
her seem powerful and well put together. The camera angle empathises her
dominance. Hillary Klinton's positioning in front of the American flag makes
her seem more for America whereas Trump is just in front of a blue background.
The positioning of their images n the far left and far right empathises how
different they are.
The Times:
·
Owned by News UK, a subsidiary of News
International, an enormous media conglomerate which also publishes
·
Long established, a British institution est.
1785
·
Sister paper: The Sunday times
·
Circulation 2019: 417,298 a day
·
Compact format, easier to read!
·
Vertically integrated industry
·
Currently £1.80
·
Daily newspaper
·
Right wing
·
Middle class, older audience
The Times and The Sun are owned by a company called News
International. The owner is Rupert Murdoch. Right winged newspaper.
Here they are bias through selection and omission. The
selection of language implies he has an impact on the whole world not just
America. America is shown as something which is going to become a 'new world'
not just for the select few but for everyone. The fist could stand as a symbol
of unity. The quote on the left uses reassurance which implies not everyone is
so sure of the choice in President even though they are a right winged newspaper.
The repetition let's the target audience know his intentions. The use of
personal pronouns makes it direct to the American's However the use of
repetition is also sarcastic criticising the selection of Trump. The use of
'you will be' sounds forceful and commanding.
Adbusters:
·
Culture jamming'- The practice of criticising
and subverting advertising and consumerism in the mass media, by methods such
as producing advertisements parodying those of global bands.
·
Commodity fetishism:
-
Giving significant value to an object
-
representation is far more important than other
things
·
Marxism:
·
-Is about conflict between working class and
ruling class (people who own businesses)
·
-Working class are exploited by the ruling
class- to control them and keep them in their place
·
-Supported communism
·
-Believed commodity fetishism is another way of
keeping
·
people in their place
·
ADBUSTERS:
·
Published by monthly by Adbusters media foundation,
1989- present
·
Price: £10.99
·
Circulation: 120,000 readership
·
Set edition: May/June 2016
·
Genre (from website): independent/ campaigning/
culture jamming
·
Not for profit magazine
Potential Genres:
·
Black humour- satire
·
Genre is not immediately clear- each cover is
different with no indications on the front about what is inside the
magazine
·
Parody- an imitation of the style of a
particular writer, artist, or genre with deliberate exaggeration for comic
effect.
·
Political
Brand identity:
·
Simple
·
Informal mode of adress
·
All different building a specific target
audience
·
Mainly images
·
Short, straight forward mastheads
·
Different layout- varies design
The representation of women in Adbusters is consistently
subverted. In every case in Adbusters the genre norms are being subverted, it
goes against hegemonic ideas of genre.
For example in the advert there is a female models legs but
then her top half has been replaced by a cage of african people- migrants. The
image lacks anchorage. Adbusters frequently use the technique culture jamming
which is shown in this advert. These two images form what Levi Strauss would
call a binary opposition, creating conflict. The image one the bottom is in
colour which connotes wealth, health and joy. However the image on the top in
black and white connotes poverty, gloom and struggle. The female legs connote
the fashion industry. Lizbet van Zoonen theorised that women are only products
to look at.
Adbusters take away the audiences response to the model.
Loubouton shoes:
Similar topics as a result controversial as African people
in pain is very offensive
Pun of 'red soles' because the bottles would make
uncomfortable shoes and make their actual feet red
Conventions of a fashion advert with a photograph of the
'product'
Little language
No anchorage
Images lack anchorage
Little lexis
Binary opposition of rich and poor
Could link to the way that some people find material items
important however it is now saying how other things are more important
Christian Loubouton are designer shoes which start at around
£800
The dominant ideology of the producer is to make the
audience feel guilty for spending money on expensive shoes instead of giving
money to charity
The dirt background suggests this is of someone from Africa-
intertextuality
Referential/symbolic code "red soles are always in
season"
Dark humour is used
White background connotes purity and innocent- binary
opposition making the smaller image stand out
Unconvetual use of
mid-shot
Image is not anchored
Binary opposition of the imprisonment and then the model
There is frustration from the man
Black and white image connotes sadness which is a proairetic
code which could imply a fight going to start
The two images are completely different- binary oppositions,
wealth and poverty, colour and no colour, cramped and spacious, struggle
between life and death and a comfortable life
Loubouton logo juxtaposed wth image of a black persons feet
in shoes/flip flops made from two squashed plastic bottles tied together with
bits of ragged material to communicate an anti-consumerist ideology
Not wearing shoes break hegemonic rules
You get Cultural capital from wearing these shoes
Commodity fetishism:
- Giving significant value to an object
- representation is far more important than other things
Marxism:
-Is about conflict between working class and ruling class
(people who own businesses)
-Working class are exploited by the ruling class- to control
them and keep them in their place
-Supported communism
-Believed commodity fetishism is another way of keeping
people in their place
Adbusters are protected by the fair
use policy
Woman magazine:
August 23-29th 1964
·
Cheap magazine 80p in todays money
·
The title is serif font and fancy, which could
connotate how women are seen
·
Has elements of romance and domestication with
the handwritten style
·
Purple/pink stereotypically feminine colours
·
Women's magazine became very popular in the
post-war period and, in the 1960's, sales of women's magazine reached 12
million copies per year. Woman's sales alone were around 3 million copies per
week in 1960.
·
Women were objectified during these times, that
the women were the cooks.
·
The mens
roles were to work and provide for the family.
·
Demeaning consenting representation if women.
·
The stereotypical views of women and what they
could do was changing during this time
·
Advertisement started including women in their
ads suggesting women were gaining more power/ money
·
Viewed women had desedable income
·
Cheap magazine 80p in todays money affordable/
approachable- a weekly magazine
·
The title is serif font and fancy, which could
connote how women are seen
·
Has elements of romance and domestication with
the handwritten style
·
Purple/pink stereotypically feminine colours
·
There is a strong Z-line with the title and the
band at the bottom of the page which draws the audiences attention to the fact
that to be a proper women or considered as a proper women you have to be
interested in the kitchen.
·
The hand written style masthead is more informal
therefore is more appealing to the target audience of females ( middle aged
women 30 ish)
·
The purple background suggests the wall of a
kitchen
·
Identifies women as stay at home wives
·
The model is plain and uninteresting which
allows the audience to identify with her
·
The lightening is delicate, bright and happy as
well as optimistic which implies thats how women should be (high key lighting)
·
Not a high end magazine
·
Another audience response is it is a personal
response that the magazine is friendly
·
Ideology that women should wear makeup as it
says at the bottom about being an a-level beauty therefore they believe by
reading the magazine they will become beautiful( hermeneutic code)
·
The use of the word 'your' is demanding and
tells females what their 'role' is. (direct mode of address)
·
Men would of reacted to this magazine as it
being for women only therefore they wouldn't buy the magazine
·
Men also might find the model sexually appealing
which would make women buy the magazine as they inspire to look like the cover
model, to please their men.The use of 'seven star' implies the audience is inadequate and not
good enough
·
Secondary audience (young girls) would aspire to
be like the model when they grow up.
·
There is also an element of pride of being
British as someone famous says "British women have a special magic"
·
Not every women would buy this magazine as there
were others around such as vogue who's cover models were more interesting with
less plain cover models.
·
The models teeth have been air brushed which
makes them stand out which is aspirational as she is seen as the perfect woman
·
Her outfit is traditional for women which
reinforces hegemonic rules in the way in which women dress. The flowers are
also very stereotypical to women.
·
The large headline could empower women as there
is a whole magazine designated to them
·
The connotations of the word 'woman' is more of
a modern term used for them
·
Direct mode of address with the cover model
looking straight at us- creates a affectionate/ friendship kind of look.
·
Very feminine related issues such as cooking
·
Reinforces the idea of stereotypical housewives
·
Very stereotypical contents page, cooking and
knitting
·
Heading is called beauty instead of health
therefore showing how women look is most important
·
'Make up to work miracles' implies women who do
not wear make up aren't very attractive- hegemonic power
·
Emphasises that women are supposed to be
mothers- hegemonic code - another way in which to be a super successful woman
·
One response is its a way in which women can
express themselves by making up the kitchen
·
The use of 'any girl' makes women seem incapable
·
different audiences might really get into this
article while others might find it really boring and no bother reading it
·
A sexiest article saying "get the man in
your life" suggesting audience are attached to a man
·
This suggests women don't have access to much
money in the first place as they have to watch how much money they're
spending if not it will annoy their
husbands
·
Positive as it encourages women to do D.I.Y
·
Another positive reading is its showing a young
male learning to cook which wasn't the done thing during this time
·
Could cultivate the ideology that women belong
in the kitchen
·
Based heavily on how women can please men
·
Cooking comes up throughout the article
enforcing the ideology that it is important women can cook
·
British women are seen as exotic- mysterious and
different
·
Objectifies women in this article
·
He isn't shown as sexually attractive which is
something he played up too
·
The four images of him are a symbolic code
·
Grace Kelly looks passive in this image unlike
Alfred Hitchcock in his multiple images
·
Monologue- Alfred Hitchcock- suggests his power
and importance
·
He also stereotypes women into all being the
same
·
Representation/ Audience response - advertising
in Woman:
·
This is a soap advert which cultivates that
women should do the washing and looking after the house
·
The word 'darling' is used repeatedly- patronising
·
That women are all sexy and this soap makes them
sexier
·
She's not in a bath however she is covered in
soap
·
She's all glammed up with immaculate makeup and
hair
·
Creates the assumption that if you buy this
magazine it will help you look like the model
·
The soap provides you will kindness which could
represent he man in their lives
·
Closed body language which empowers women as she
is controlling how much of her body is on show
·
The advert also points out that women can smell
as well as males
·
There is binary opposition of being gentle in
order to clean, however it is also tough because it is destroying dirt
·
The word 'gentle' implies that this is how women
should always want to be
·
Representation of women - Advertising in Woman:
·
Mid-shot emphasises her interest in the make up
as she is directly looking at the makeup
·
Implies women are more interest in the makeup
than sex and a man
·
Mid-shot emphasises that she is putting make up
on to look good for the man
·
Her make up is already immaculate yet she is
putting more on
·
Patriarchal hegemony as women are wearing make up which is to look
good for the males
·
Shows a direct correlation between putting on
makeup and attracting men
·
Creates the assumption that women need men
·
The man is looking at her in the same way that
she is looking at her makeup
·
'Beauty at a moments notice' implies women who
don't wear makeup are lazy and unattractive
·
Could be empowering as the women isn't looking
at the man which challenges stereotypical representations of women
·
Challenges stereotypes as she isn't at home she
is actually at some sort of station which for women was a big deal during these
times
·
Stereotypical representation of men in the
advert of them being dominant and very shallow liking women for their looks
·
In the advert there is one women surrounded by
men
·
Men is dressed professionally in a suit
Music videos:
Riptide: 2013- Vance
Joy
Context:
·
He is Australian and is a singer, song writer
·
Signed to Atlantic records
·
His genre of music is folk-pop
·
The video was directed by Dimitri Basil and
Laura Gorun and has had nearly over 210 million views on youtube
·
Riptide was Vance Joy's first single to be
released in the USA, following his debut EP(extended play) " god loves you when you're
dancing". It became a platinum selling single (needs to sell a million
copies to be a platinum selling single)
·
To the beat editing
·
Muted colour palette - mise-en-scene
·
General theme and narrative- montage of shots
suggests themes of drowning,dying and death
·
Alternate theme and narrative- an unpredictable
and deliberately misleading montage of shots
·
Deliberately invites polysemic interpretations
·
Emotional response- cold, confusing
·
Montage consistently matches the themes of the
lyrics e.g 'cowboy running' is matched with long shot, canted angle, symbolic
of dual personalities, afraid of what he has become
·
Intertextuality-
the mise-en-scene suggests the conventions of a western film therefore
functions as a referential code
·
Referential codes create audience appeal, as
only certain audiences will understand the reference
·
Horror is also referenced in this video. The mid
shot of the seance and the mise-en-scene of the ouija board is referential of
horror cinema, in particular 70's horror films
·
One ideology that is presented is women are
vonuerable
·
Very stereotypical representation
·
Intertextuality of films and other music videos
·
Women are represented as being a stereotypical
damsel of distress
·
Women are consistently shown as in distress
·
Women are made to look powerful by doing
stereotypical manly things such as smoking
Feminist ideology encoded:
·
Shown as confident - bright colours(yellow) ,
stripping in front of the camera
·
Presents a mocking parody of sexism in music
videos ("how to photograph girls" which connotes that women are
purely present to be looked at by heterosexual men)
·
Many shots of women in stereotypical male
clothing
·
Low angle mid shot of woman holding arms in a
gesture that connotes power
·
Mid shot of blonde women bound in mise-en-scene
of tight ropes connotes the restrictions that women face in society, and is
critical of the notion of women as a 'weaker sex'- connotes of 'being tied
down' with maternal responsibilities etc
Formation- Beyonce:
Context:
·
Formation is the lead single from the album
Lemonade, was released the day before Beyonce performed at the super bowl final
2016
·
The music video has won numerous awards
including a Clio award for innovation and creative excellence
·
Formation is exclusive and aggressive
Binary Oppositions:
·
Mise-en-scene of the police car with her sitting
on it symbolising rebellion, which is further anchored by her carefree and
powerful facial expressions
·
Intertextual conflict- Police persecution of
black people
·
Hanging out of the car, conflicts with B's
facial expressions
·
Contrast between poor, dilapidated neighbourhood
and rich antebellum house-
·
B wears an antebellum dress (what a slave trade
owners wife would wear) which creates a binary opposition as she is black (BME)
- This signifies cultural appropriation, but also demonstrates B's power over
the past
·
High key spotlight in empty swimming pool,
shorts, crop tops and 70's loose afros and Librarian glasses
Television:
Humans:
First 3 scenes:
·
Hermeneutic codes are also used
·
proairetic code- at the beginning that we see
one of the robots move out of all of them demonstrating that she will be
significant
·
Cinematography of HUMANS:
·
first shot of the warehouse full of people uses
a dolly shot which shows the vastness and multitude of bodies in there
·
crane shot/high angle of the people with only
one movement gives the girl significance
·
introduction to the characters by having
establishing shot of the city, shots within the house and mid shots of eat
characters
·
low key lighting within the warehouse makes it
seem secretive
·
contrast and binary opposition using colour and
lighting of the green and bright with natural light where the real people are
and where the synths showing the two very difference situations. demonstrates
the theme of conflict between the synths and the 'real' people
·
low angle of the moon shinning through the
ceiling of the synth factory demonstrating the importance of the moon to the
codes and conventions of the episode
·
long shot of the Hawkins family living room,
showing various family members sprawled out on their phones- stereotypes of
teenagers and technology
·
high long shot of all the synths emphasising how
lonely it is
·
cold, blue colour artificial led lighting
connoting unnaturalness and creating a creepy atmosphere, emphasised by the low
key lighting
·
over the shoulder shots/ close ups of Anita/nude male and female bodies, with
the camera tracking slowing down on female bodies. Assumes a heterosexual male
audience. However forces the audience in a voyeuristic position, where the
synths are cold and creepy
SOUND AND MISE-EN-SCENE:
·
theme tune is heavily synthetic
·
use of pan pipes is a bit creepy
·
uses high pitched noises
·
electronic/ 'techno music' plays as Anita is
powered on - Non-diegetic sound emphasises Anita is not only the protagonist
but also unique- this is an example of Leitmotif
·
In the opening credits all sounds made using
digital, synthetic music, artificial, establishes key themes to the audience
·
intertextuality reference- opening theme tune
sounds like electronic music produced by bands like Daft Punk or especially
Kraftwerk- gives the show vital context - this demonstrates the show takes
place in a very different world to ours
·
assorted news footage and articles (montage)
which is called stock footage which has had a digital distortion over laid-
conforming to the key message of the show- what is real?
GENRE FLUIDITY:
·
referential codes relating to numerous sci-fi
films such as, 2001 (1969) and Blade runner (1982)- the extreme close up of the
eye- demonstrating themes of emotions and humanity
·
Camera work:
·
low angle shot
·
establishing shots
·
Tracking shot- dolly
·
low key lighting - when its dark/ less intense
·
Artificial lighting
Les Revenants:
Las revenants- The returned
·
(from wikipedia)- The Returned (French: Les
Revenants) is a French supernatural drama television
·
series created by Fabrice Gobert, based on the
2004 French film They Came Back (Les Revenants), directed by Robin Campillo.
The series debuted on 26 November 2012 on Canal+ and completed its first
season, consisting of eight episodes, on 17 December. In 2013, the first season
won an International Emmy for Best Drama Series
·
also has elements of crime
·
first broadcasted on 26 November 2012 on canal +
·
united kingdom 9th June 2013 on channel 4
·
2 series, 8 episodes each
·
based on the french film "they came
back" (les revenants) (directd by Robin Campillo 2004)
·
created by Fabrice Gobert
·
the entire show is based on hermeneutic codes
·
Simon:
-
he
represents young men and looks youthful
-
the
leather jacket and dark hair are something that could be stereotypically
associated with someone who's attractive
-
the
darkness of his clothing and hair seems quite mysterious, like his character,
and could make them more attracted to him because of the mystery
-
he looks
stereotypically french because it is aimed at a French audience
-
·
Camille:
·
-school
girl, she's represented as young and naive therefore representing young girls
-
lack of
make up goes will the french culture/society
·
-pale
skin makes her seem almost shy, and delicate which again goes with her
representing young girls
·
-red hair
makes her stand out as its unconventional
·
-A-typical
representation of a teenage girl- binary opersition she's older beyond her
years
-
she is a
complex representation/ character
·
Claire:
(the mum)
-
she
represents mothers, and by her plain attire and her simple yet dressed hair,
she seems to be the type of woman who is "basic"
-
the
audience may see this and relate to how busy she is, so much so that her beauty
and fashion lays in what is quick and simple
-
she is a
stereotypical aspirational mother
·
Julie:
-
represents
older, single woman and her dark hair is not what is considered stereotypically
attractive
-
the
target audience may feel that if you are a single woman living on your own that
you are a bit unorganised and also may make her seem a bit strange, like an
outcast
Funding:
The EU has a funding programme, which is called "The
European union's 'creative Europe' programe'. Haut et Court were awarded grants
of £450,000 for the first season of the show in 2012 and £1 million for the
second season in 2014.
also funded by the alps tourism board
Video games:
Assassin Creed 3-
Liberation ( the game we need to know):
·
Published by Ubisoft in 2012 for the playstation
Vita, with a subsequent HD re-release for Playstation 3 and Xbox 360
·
Trailer for 2014 re-release: https://www.youtube.com/watch?v=q5RxYUw4DFY
·
Pegi 18 - regulated in a different way to films
·
In May 2019, the game will be re-released as a
part of Assassin's Creed III Remastered for PlayStation 4, Xbox One, and
Microsoft Windows.
·
to start with the game sales didn't meet the
companies expectations which is why it was then rereleased on more consoles in
2014
·
Didn't get very good reviews and the story line
was heavily criticised
·
Critically the game didn't do well which heavily
impacts sales
·
Being rerelased a second time is an easy way to
make more money as only things need to be tweaked not completely designed
·
600,000 copies were sold on the first release on
only the ps vita which is really low considering its a triple a
·
Targeting a minority audience (black female led
in the game) subverts expectation that target audience is young straight white
men- black female avatar/character
·
New missions- targets pre existing fans
·
Common industry practise to re-release games on
more popular consoles
·
Tackles big ideological issues about slavery and
colonisation - pushes boundaries, creates bigger word of mouth
·
Trailer is very similar to the film Django
Unchained which was released in 2012 the same year this video game was
originally released - it is a cult film which deals with slavery in anti-bellum
America
·
High quality animation, graphics, locations and
sound track - very high production values
·
This is a big budget, hight quality game
developed by Ubisoft
·
Multiplatform release of the game on both PS3
and Xbox 360
·
Minimising risk by going for a larger, general
audience through Multiplatform release
·
Trailer shares the conventions of a high budget
Hollywood film such as voice overs/narration, also had lots of proairetic code
(action)- high quality orchestral soundtrack
·
Mise-en-scene of all assassins creed are very
similar- historical settings
·
Assassin’s Creed III sold 3.5 million copies in
its first week
Radio:
BBC radio funded through licence fees
Late night Women's
hour:
·
Is a spin of from a radio show called women's
hour which was a long running BBC radio 4 daily magazine programme
·
Late Might woman's hour is broadcast once a
month, late at night, is presented by Lauren Laverne and features a number of
female panellists
·
Each episode focuses on a certain theme thats
relevant to their middle class middle age female
·
11pm Friday Night (also known as the grave yard
slot)
·
Broadcasted by the BBC - BBC radio 4 started in
2015
·
Episode notes:
·
Subject: Homes
·
Explores wider cultures e.g looks at the word
"hygge- being comfy" which is a Danish word
·
Family orientated would appeal to possible stay
at home mums
·
Has an author of a cookery book as part of the
panel
·
Aimed at a more educated audience through the
use of big words, discussions on politics, feminism and the home
('democratisation', 'antithesis', 'egalitarian')
·
Panellists enjoy craft which is a typical female
activity
·
Discusses individuality and personality- the way
people are overtaken by Ikea and commercialised images of the ideal home
·
Seems to express the need for comfort, striving
for perfection
·
A sense of inclusivity between individuals and
the feeling of how you bring each other together
·
Not a lot of focus on strong, feminist
perspectives but more about the way that women had been expected to do in the
past and still are today
·
Some conversation on emotion which men may not
typically understand however if men listen to the show they may get a greater
understanding from the show of how the women in their life feel
·
very middle class- snob like " i knew my marriage was over when we
were ordering a Ikea wardrobe'
·
Round table discussion
·
'Winter mug'
·
mode of address is very middle class
·
'Square scarfs'
·
'Only have 20 books'- the response was shock
from the other panellists
·
It paints a 'utopia' for the audience
·
The show could be argued as sexist- draws a
binary between men and women- emotional women and hard working men
·
Seen as the edgier version
·
Never discusses sex
Online media:
·
YOUTUBE is self regulated
·
Web 2.0 - white backgrounds, clean cut
·
Vlogging is interesting because the target
audience is typically young people
·
Its an example of participatory culture - end of
audience theory
·
Vlogging has become one of the biggest and most
influential form of media-42% of internet users have watched a blog in the last
month
·
50% of 16-24 year olds in the last month
·
Demonstrating the importance of vlogging in
young people
·
Producers sell audiences
Zoella:
·
Most popular beauty vlogger in the UK
·
Her target audience is really precise and
targeted
·
Has 12 million youtube subscribers
·
Started in 2009
·
She's 28 years old
·
10.9 million follows on instagram
·
13.6 followers on twitter
·
147th most subscribed channel
·
Has collectively 1 billion video views
·
Has a second channel called "more
zoella" that has 4.8 subscribers
·
Lifestyle, fashion and beauty vlogger
·
Rebranded from 'Zoella' to 'Zoe Sugg'- who also
has her own cosmetic brand called 'Zoella' - this could be to try and make her
brand more mature
·
Primary form of online communication is Youtube
Video- "June faves 2016":
·
Intertextual reference to Disney film- lion king
·
her facial expressions are very expressive and exaggerated
·
she has a neutral British accent
·
Her vocal delivery is undulating with its
movements and tones, much more American
·
She doesn't swear - if she did she would be
demonetised (doesn't get money anymore)
·
Frequent jump-cuts - a cut from one thing to the
same thing - increases the level of authenticity
·
Mistakes are intentionally left in
·
Her mode of address is like a children's TV
presenter
·
Looks like a character from a Disney/pixar
animated film
·
Linda Blaker photo shoot reinforces the Disney
princess idea
·
She's very child like, petite, slim
·
Doesn't sound like an adult (even though she's
26)
·
Her teeth are a little wonky- not hollywood
perfect - makes her more relatable
Attitude Online:
·
Targets gay British men
·
Attitude is owned and published by Stream -
horizontally integrated
·
covering the period July –Dec 2014. Attitude
digital has 12,701 readers which is a year on year growth of 27.4%
·
Main imagine is stereotypical of a homosexual
man, with the posed face and the bow tie and also the mise-en-scene of the
umbrella- he's stereotypical attractive for a homosexual audience- he's staring
out of the photograph
·
The basic colour scheme of white background and
small coloured accents connotes to the LGBT flag
·
Anchorage of the title juxtaposes the
stereotypical confidence of a homosexual man, and also makes him more feminine
·
San serif font is very simple and bold, and
makes it easy to read and understand
·
Use of green folio (category) helps reader
understand which section of the site they're on
·
The target gay British audience would know about
the West-end and the audience being predominately gay
·
The hash tag '#queerAF podcast' -
intertextuality- assumes that the audience is interested in that side of the
article
·
Targeted to a younger audience through the use
of a hashtag and also that they call it a 'student' podcast
·
Labelling themselves 'queer' is a example of
re-appropriation
·
Mise-en-scene connotes old school musicals such
as singing in the rain
How are Gay men represented
in Attitude online?
·
Hyper-sexualised images of men are frequently
used within the magazine- big focus on openness and 'out-there' sexualisation-
the magazine and website have a definite target audience and may go 'hidden' in
general society
·
Multiple articles that suggest that homosexuals
are vulnerable, they also aim to give gay people more confidence refers to
'coming out'
·
Conforms to the stereotypes that homosexuals are
vain, there are many articles about looks- a focus on aesthetics
·
Promiscuity is very prominent within the style
and lifestyle arguments
·
Represented as feminine as they're described as
'beautiful'
·
Article on gay rugby team focusses on the team's
body image as opposed to their sporting progress, again reinforcing an emphasis
on aesthetics
·
Represented as extravagant and with an exotic
lifestyle
·
Proud and self confident- gives the audience
confidence to come out and to live with pride
·
Singular and stereotypical representation of men
- like in woman's magazine with females
·
This is a very specific representation of
masculinity - singular and stereotypical representation - cultivates the idea
that this is what gay men should look like - its not diverse
·
This may be a reaction to the stereotype that
gay men are feminine
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