20.10

 unconventional representation of masculinity

intertextuality : where one media product makes reference to another media product

pot noodle advert (you can make it) & a montage


white, working class northern teenagers
-his accent
associations - drinking, poor,
- council estate
- mise-en-scene of the setting of the deserted train yard is a intertextual reference to rocky, also anchors the audience into thinking he is poor

-desaturated colours to saturated scene of vegas
- gentle music cuts off to lively cars - binary opposition 
- cuts back to north of england - negative assumption - grandpa is scruffy, overweight eating a pot noodle; stereotypical working class meal eating pot noodle, suggests they are poor
-baseball caps- unclean?
-cut to and from vegas, from saturated colours to unsaturated
-reaction - reaction shot - anchor us into thinking/reacting the same -surprised and excited

-reaction shot - black man represented, the only non white person featured in the ad - could be a rapper (big chains, big sparkly glasses)
-proairetic code suggesting he fancies the guy - emphasises the negative stereotype of being sexual deviants - always looking for sex
- supposed to laugh as an audience
- binary opposition of a man dressed up as a ring girl

- impact on working class people - if you eat a pot noodle you can be whatever you want, accept how other people see you

---

Feminist approaches to understanding advertising

die another day (2002)
POV shot
voyerism 
lots of cuts 
pronounciation of mojito - creepy?
positioned as james bond - a man 
target audience of straight men


The male gaze theory
- the assumption that every media product is constructed exclusively for heterosexual men to look at

john berger - men act, women appear 

two different gaze:
intradiegetic gaze - where a character looks at another character
extradiegetic gaze- where the audience looks at another character
-both potentially voyeristic in pleasure

Liesbet van zoonen - feminist theory 
-men's bodies and women's bodies are encoded in completely different ways in media products, and constructed through media language
-additionally, women's bodies are used as a spectacle to sell media products. therefore there is an assumption that the audience is always, without exception, a heterosexual man



- target audience as straight women
- direct mode of address "you"
- appealing to heterosexual women to live up to the standards of the male gaze and heterosexual men
- suggests you have to look exactly like how it is being advertised

sexualisation  - making something sexual 
objectification - dehumanising something to the point of where they are an object
subjugation - to push someone down, neglect their thoughts etc 


hegemony - where one group wields power over another, not through domination, but through coercion and consent


hegemonically sexually attractive

cultural hegemony eg brushing your teeth, wearing clean clothes etc



Comments

Post a Comment

Popular posts from this blog

les revenants

Image
https://www.youtube.com/watch?v=4msJoeYVUYE moody, green/blue. intense emotion  dull and moody music sets the theme. -- R.E.S.I.S.T.S Recurring aspects of genre    - the dead return/rise -meeting of survivors - or rather the returned -dam levels sink and power goes out occasionally Elements of plot/narrative -the 'return' from the dead as Todorovian disruption  -binary oppositions - living vs dead, past vs present -orpheus narrative archetype - deals with loss- the families of returned -denouement- alternate scenarios  -not really any narrative closure - lots of questions -enigma codes throughout - lots of questions Stock Characters or archetypes -eerie child (exceptional powers) -arrogant gung-ho (extremely or overly zealous or enthusiastic. -disrupted family unit - the character who cant let go - new 'family' community created  Iconography - stereotypical or unique imagery -blank stares -decaying flesh -blood -mist/darkness Settings -the mall or community...
Read more

08/11

 madonna/whore complex - women he admires and respects // women he is attracted to and therefore disrespects - sigmund freud - virtuous, nurturing, saintly and sexually repressed // sensual, sexualised and desirable without purity  comodity fetishism  gender performativity - girls and boys, toilets  conforming to expected roles  Gender performativity is a term first used by the feminist philosopher Judith Butler in her 1990 book Gender Trouble. She argues that being born male or female does not determine behavior. Instead, people learn to behave in particular ways to fit into society. The idea of gender is an act, or performance. Judith Butler -  theories of gender performativity  identity is a performance, and it is constructed through a series of acts and expressions that we perform every day while there are biological differences dictated by sex, our gender is defined through this series of acts. these may include the ways we walk, talk, dress and s...
Read more

woman and adbusters comparison

 comparing woman and adbusters there are only two kinds of audience question -  how does the audience respond to the producer? how does the producer target/position the audience Explore the different ways that Adbusters and Woman target their audiences through content and appeal? Woman appeals to its target audience with its "tips and tricks" that the target audience would have been interested in - such as makeup tips - "are you an a level beauty" - and improving their kitchens -" a present for your kitchen" - . Both of these pages are spreads - with lots of information on, so that their target audience would have to sit down to take in all of the information and content. - woman magazine and adbusters both use audience appeal to target their target audiences in radically different ways Adbusters appeals to its audience by showing shocking political messages encouraging the audience to sympathise with - showing a message that the audience already agrees wi...
Read more