E Skeates Media

 A in media -Demonstrate a clear and precise argument/point of view -theory -references -point of view -evidence How does the advert for Breeze soap engage with it's target audience? -direct address "because you're a woman" -use of 'darling' is informal mode of address -“To be sure you’re all over feminine” use breeze to be feminine and make you more of a woman -The advert engages its audience through the mise en scene of hair and makeup-she is a hegemonically attractive women, this is enhanced by the decoration of the trendy hairstyle and sultry makeup on her face adding to the visual pleasure of the picture. This visual pleasure is catering to the male gaze as she is glamourized -Use of ellipsis (...) to emphasise lexis; in particular "Because you're a woman" -Telling the audience that they need this soap in order to be fresh and feminine. -Soft words - "gentlest lather", "kindness" & "please" - clearly aiming ...

 Reinforcing hegemonic norms – constructing representations of femininity meritocratic society  Liesbet van zoonen: men and women are represented in different ways in media products What messages about female identity are encoded in to Woman magazine? -all are housewifes / look after the house - all are heterosexual -expectation to be perfect -ok to objectify them - hegemonically acceptable - maintaining attractiveness is important - woman's role to look attractive What impact could this have on the target audience (and who is the target audience)? white, working class heterosexual British women aged 30-50 - pressure to act and look a certain way What functions does the woman’s magazine serve? It reinforces certain hegemonic stereotypes What potential advantages are there for reinforcing hegemonic notions of gender In a primarily female reader base? -Magazines can create insecurities, which then encourage women to buy the magazines in order to feel better about themselves (The...

 Q1 - How are the target audience positioned in this scene? Make reference to media language The mise-en-scene of the location positions the target audience into an every-day situation, suggesting that by using this makeup, meeting a "special someone" could happen anywhere. The photographs, positioned almost like three different shots of film on the page is comic like, almost telling a story, positioning the target audience as an audience watching a movie. Q2 - In what ways does this advert use mise-en-scene to address it's target audience? By including a typically attractive man in the advert, it appeals to the target audience of young women who are possibly single, convincing them makeup will make them instantly more attractive to men. The text in the advert is mainly in serif font, reflecting the regal and beautifying nature of the prodcut Q3 -note at least three ways that men and women are represented differently in this advert. -women represented as "frantically...

 the changing role of women - more and more accessing education and higher education - hegemonic norms and roles for women typically involved housework and work in the domestic sphere contraceptive pill  ideology - producer's beliefs and ideals hegemony - dominance over a group of people~ anchorage - you can tell its for women because it is called "woman" David Gauntlet - Audiences are not passive, and media products  allow the audience to construct their own identities Media allows us to construct our identity to the world around us Audiences can use this knowledge to interact with other audiences pick and mix theory - audiences can pick and choose which bits of a media product they interact with - for example they may choose to ignore ideologies which they do not agree with a present for your kitchen spread - different ways to improve your kitchen article presents three different price points appealing to three very different audiences - pick and mix of different t...

 cultural hegemony - one culture more powerful than others old media - no internet new media - digitally convergent technology separate and distinct media industries woman magazine published weekly by IPC, 1937 to present. • Set edition: 23-29 August 1964 • Price: 7d (7 old pennies, approx 80p in 2018 money) • Women’s magazines became very popular in the post-war period and, in the 1960s, sales of women’s magazines reached 12 million copies per week. Woman’s sales alone were around 3 million copies per week in 1960. mass culture - established  weekly magazine 7 pence 1 in ever 2 women was buying one every week opportunities in jobs, etc opened up for women after ww2 (1945) was not hegemonically acceptable for women to hold a job prior to ww2 - more income (industries arrive to sell to women) How does the magazine’s contents page reflect: The codes and conventions of the sub-genre of magazine? - conventional "women activities" at the time - knitting, cooking, beauty - expected...

 front cover - the front page similar, straight forward fonts magazines can target extremely niche audiences magazines: glossy or higher quality paper  meant to be read more than once covers are aesthetically pleasing specific audiences many different genres, many different types much more expensive case study woman magazine - aug 1964 Codes and conventions – changes over time?  hegemonically attractive woman of the time Layout and design - Simple layout, most text organised in one place Composition - positioning of masthead/headlines, cover lines, images, columns Font size, type, colour Images/photographs - shot type, angle, focus Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up Graphics, logos - masthead is sophisticated cursive font Language – headline, sub-headings, captions – mode of address - directly talking to the audience "your, you" assumes the person reading is a "british woman" otherwise text isnt relevant Copy - inside a banner at...

 component one: unseen exam - media language question -representation -audience -media industries component 2 media industry magazine online media Compared with the past, David Gauntlett argues that in the media today 'we no longer get singular, straightforward messages about ideal types of male and female identities.' Evaluate the validity of this claim with reference to the set editions of Woman and Adbusters and the historical contexts in which they are produced. [30] magazines- competition from social media  ease of reading online specifically target older audiences -cost money, comparatively expensive arguably cover a smaller range of interests old media older audiences niche audiences quality --- barthe codes - proaeretic, semantic, symbolic, referential  levi strauss - binary opposition Layout and design Font size, type, colour and connotations Images/photographs - shot type, angle, focus Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up ...