Kick Ass Marketing

The first poster shows the characters standing on top of a building looking down at the city and all they protect. This type of stance is very typical of a dramatic superhero movie. This poster therefore represents kick ass as more of a serious superhero movie than a comical parody type. The colours of the sky and blacked out silhouettes of the characters makes for an extremely dramatic and effective poster.

The second poster plays on the more comic book side of the film. The bright saturated colours contrast with each other and the characters look animated. The paint splashes around the characters reminds audiences that the film is based on a comic as this poster look like it was taken right out of a comic itself. This shows the more age appropriate not as serious and dramatic side of the film compared to the first poster above. And highlights the violence that is inflicted with their weapons but in a fun comical way.

This is England, Documentary realism or Stylised set-ups?

This is England is undoubtedly a Social Realist film. The issues addressed, places filmed in and even actors used all contribute to that gritty truthful representation of this era in working class Britain. However, that does not mean that the film isn't stylised. In fact, there are a few examples within this film in which stylisation is used.

The film is set over the course of the 6 week summer holiday, given that 6 weeks can not truly be shown within a 95 minute slot - Shane Meadows used montages to show audiences that time is passing. For example, just after Shaun gets his make over and is welcomed into his new mod lifestyle, a montage is used to show the group of friends doing various activities together like going to the swimming pool, walking down the streets and generally having fun. This is used not only to let audiences know that time is passing and that the story is moving along, but also to show us the characters getting closer and forming a bond therefore by the end of the montage it is perfectly acceptable for the characters to be close and feel comfortable around each other because they have spent this time together.

Another use of stylisation is when Shaun chooses to stay with Combo. A slow motion shot is used in which Combo, Shaun and their accomplices walk towards the camera looking very moody and tough. This is one of the first shots in which we see Shaun has truly grown to be maturer and has been influenced by Combo. Slow motion is obviously quite a stylised shot however it works in this film because it contrasts with the fast happy go montage in which Shaun was with his good friends, and the slow intimidating shot in which Shaun is with combo. Showing audiences that Shaun could be choosing the wrong friends.

There is a scene within the film when Shaun and Combo are having a conversation, shot reverse shot is used where the camera is going back and forth between Combo and Shaun during the conversation and it is used to really show the connection developing between the two characters. Combo sees Shaun as himself 20 years ago and Shaun sees Combo as a father figure. This is very effective in showing audiences the special bond between the characters.

Finally at the end of the film we find that Shaun is back where he began, at the beach on his own missing his father. Going back to this scene alone with Shaun gives audiences the idea that the choices Shaun made towards the end of the summer perhaps were not the right ones to make. And sometimes people you believe are good for you are not and you are better off alone. When Shaun walks to the very end of the beach, he looks straight into the camera - breaking the 4th wall. This is unusual typically of a social realist film as it brings audiences to realise that is in fact just a film. However again this stylisation works as the face Shaun makes when connecting directly with audiences almost makes you reflect on the journey he has just been on and the lessons he has learned.

Rise of The Right Research

Enoch Powell was an english politician, classical scholar, linguist and poet. He served as a conservative member of parliament and minister of health. He attained most prominence in 1968, when he made a controversial speech on immigration, now widely referred to as the "Rivers of Blood" speech. In response, he was dismissed from his position as Shadow Defence Secretary (1965–68) in the Shadow Cabinet of Edward Heath. A poll at the time suggested that 74% of the UK population agreed with Powell's opinions, Powell turned his back on the Conservatives by endorsing a vote for Labour, who returned as a minority government in early March following a hung parliament. 

The "Rivers of Blood" speech sparked much controversy. "As I look ahead, I am filled with foreboding. Like the Roman, I seem to see 'the River Tiber foaming with much blood'. That tragic and intractable phenomenon which we watch with horror on the other side of the Atlantic but which there is interwoven with the history and existence of the States itself, is coming upon us here by our own volition and our own neglect. Indeed, it has all but come. In numerical terms, it will be of American proportions long before the end of the 20th century. Only resolute and urgent action will avert it even now."

The main political issue addressed by the speech was not immigration as such, however. It was the introduction by the Labour Government of the Race Relations Act 1968, which Powell found offensive and immoral. The Act would prohibit discrimination on the grounds of race in certain areas of British life, particularly housing, where many local authorities had been refusing to provide houses for immigrant families until they had lived in the country for a certain number of years. 

The National Front is a far right British party in which consists of whites only. They are opposed to non-white immigration, and committed to a programme of repatriation. While denying accusations of fascism, it has cultivated links with neo-Nazi cells at home and abroad, and the British police and prison services forbid their employees to be members of the party.The cornerstone of the National Front's manifesto since 1974 has been the compulsory repatriation of all non-White immigrants: "The National Front advocates a total ban on any further non-White immigration into Britain, and the launching of a phased plan of repatriation for all coloured immigrants."

Unlike non-white immigrants, the National Front has no policy to repatriate white immigrants already settled in Britain. While supporting withdrawal from the European Union, the National Front wants to create greater cultural links between Europe, what it calls the "White nations". The party claims to stand for "white family values" and the "Fourteen Words", a white nationalist slogan that states: "We must secure the existence of our people and a future for white children." 

Representations of Masculinity in Slumdog Millionaire

One of the most important relationships in the story is that of Jamal and Salim. The two boys have been through trials and tribulations together since a young age. After the death of their mother in an anti-Muslim attack on their slum, Salim and Jamal have had to fend for themselves for the majority of their lives. Salim automatically took the role of the leader of the two, he is outspoken, hot tempered and at times extremely selfish. However it is undoubtedly true that the main priority in his life is keeping his younger brother safe. In the beginning, the age difference between the two was prominent, Jamal was constantly confused and looking for safety. However towards the end of the story Jamal could be taken for the same age if not more mature than Salim. He could fend for himself and speak out against his brother - making Salim lose some of his authority.

I believe Jamal and Salim show audiences two sides to masculinity, like two sides of a coin, the brothers had the option to make the same choices - yet Salim always seemed to choose wrong. Jamal was always the kinder of the two, he does not care for money or for power, all he wants in life is to be with Latika. This shows the gentle emotional side of masculinity, that craves the approval and presence of a female. Salim never liked Latika even from the beginning. He was distant and uninterested in females. Salim did want money and power, and would stop at nothing to get it. At times Salim would even sacrifice his own brothers safety in order to get somewhere in life. When it comes to the scene in which Salim rapes Latika, i think that Salim did so in order to hurt Jamal because he was jealous that Jamal cared for Latika possibly more than he did for Salim.

This shows that Salim also shows emotion and vulnerability. However in terms of total mindset, Jamal and Salim are obviously different. I believe that Salim demonstrates the feisty, ruthless, stop at nothing trait that is often considered masculine. However as Salim ends up taking his own life and Jamal gets the girl and wins the money, this is showing us that the choices Salim made quite clearly were not the right ones.

Salim and Jamal both had to mature a lot sooner than most young boys. Salim possibly more than Jamal, in the scene in which he kicks Jamal out and keeps Latika for himself - we see the dark uncontrollable side of Salim. This can be considered an extremely stereotypical masculine trait as in most stories it is always a male that is the bad guy. Both boys follow the typical damsel in distress storyline however Jamal wants to protect Latika and Salim almost resents her, the only reason he wants to keep her for himself is to use her for his own power. Salim shows that men highly value connections between other men, brothers, elder men (Javed). He is only interested in being top dog. However Jamal shows that men want to protect and save women, Jamal cares more about Latika than anyone in the world. Even though he hardly ever sees her throughout his life.





By the end of the story it is quite apparent that Salim is regretful of the decisions he's made in life, he finally lets Latika go so that she can be with Jamal. This shows how strongly Salim cared for his brother. Salim ends up in such a bad mindset that he kills himself, but surrounded by money he feels he has accomplished what he wanted - even though it has not brought him happiness.

The idea of masculinity and testing of bonds between the boys is almost as prominent in this story as the romantic side between Jamal and Latika. Jamal and Salim together sum up both sides of masculinity the kind, caring and the ruthless, dedicated side perfectly. 

Quotations and Research

Media, Gender & Identity
by David Gauntlett

This extract is from the first edition (2002). There is now a fully revised second edition (2008)

www.theory.org.uk

"Within limits, the mass media is a force for change. The traditional view of a woman as a housewife or low status worker has been kick boxed out of the picture by the frosty, successful 'girl power' icons"

"Meanwhile the masculine ideals of absolute toughness, stubborn self reliance and emotional silence have been shaken by a new emphasis on mens emotions, need for advice and the problems of masculinity." 

These quotes highlight how the way media is perceived and studied now compared to when media first began in terms of behaviour towards gender has changed significantly. Almost reversed, with a modern society comes a modern perceptive of what is the norm for men and women to act and how to feel. This can provide the basis for a wide range of new character and personality types in the media, as it is now the norm to add extra depth to a man or a woman in terms of what they can achieve or how they feel.

"Modern media has little time or respect for tradition. The whole idea of traditions comes to seem quite strange. Why would we want to do the same as previous generations?"

"...modern media is encouraging the overthrow of traditions which kept the people within the limiting compartments." 

Again expressing how the media has moved on with time, and anyone who expects women or men to stay in the stereotyped boxes they were put in years ago within the media would most likely not be subject to a good reaction.

"Surveys have found that people born in the first half of the century are less tolerant of homosexuality, and less sympathetic to unmarried couples living together, than their younger counterparts"

This explains the need to have a target audience for a media piece.

"…older people are unlikely to be consumers of magazines like Cosmopolitan, More or FHM, and are not a key audience for todays pop music sensations"

This also suggests that what is deemed as mainstream and popular at any time in the media is most likely to be something targeted at the younger generations - this is because the media is constantly evolving and keeping up with whats fresh and new, as younger people do. Those still in the older generation mindset as mentioned above are unlikely to be tolerant of the views that have changed so much today.

Another strong use of gender identification in media is to provide younger audiences with role models. Males may look up to successful good looking men in magazines or heroes in film - females may look up to the typical housewife in food magazines or the in fact the heroins in films. Even though the way women and men are viewed in the world has changed it doesn't mean that gender stereotypes don't still exist.

"role models serve as navigation points as individuals steer their own personal routes through life."

The effects of modernised society and culture in terms of attitudes towards gender could be argued to have mostly a positive effect on women, however has seemed to spark a new self consciousness among men and where they fit in. This can also be called the 'Masculinity Crisis' in which some men feel they need more guidance as to where they belong in todays society.

"Masculinity is often said to be 'in crisis'; as women become increasingly assertive and successful, apparently triumphing in all roles, men are said to be anxious and confused about what their role is today. In the analysis of mens magazines (chapter eight) we found a lot of signs that the magazines were about men finding a place for themselves in the modern world" 

Some people may even argue that the roles of men and women have not just developed but have in fact reversed, women in the early 20th century were gender socialised into making sure that their husband was cared for physically emotionally and mentally however with mens new found emotional vulnerability and women's empowered need for independence it can be argued the roles are swapped.

"a lot of publications were perpetually concerned with how to treat women, have a good relationship, and live an enjoyable life. Rather than being a return to essentialism - i.e the idea of a traditional 'real' man, as biology and destiny intended - i (David Gauntlett) argued that mens magazines have an almost obsessive relationship with the socially constructed nature of manhood"

Looking more into the development of the 'girl power' or women's expressive freedom i notice it begins at a young age (prepubescent) in magazines such as Teen Vogue and media such as Disney (shows for older viewers) and typical pop culture music, girls are taught sometimes even subliminally to be independent and love who you are individually.

MediaKnowAll, Gender and Media Representation

http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=gender

"Representations of women across all media tend to highlight the following:
- beauty (within narrow conventions)
- size/physique (again, within narrow conventions)
- sexuality (as expressed by the above)
- emotional (as opposed to intellectual) dealings
- relationships (as opposed to independence/freedom)"

This shows us that the media can almost be dangerous in terms of reinforcing these stereotypes of what a woman should look/be like in order to achieve this false sense of 'perfection'

"Women are often represented as being part of a context (family, friends, colleagues) and working/thinking as part of a team. In drama, they tend to take the role of helper or object, passive rather than active."

This quote supports a similar quote from David Gauntlett addressing the idea that women are seen as secondary to men, there simply to help and provide for males. However this quote suggests that this discrimination still exists in todays society which is very likely to be true.

"Discussions of women's representation in the media tend to revolve around the focus on physical beauty to the near-exclusion of other values, the lack of powerful female role models, and the extremely artificial nature of such portrayals, which bear little or no relation to the reality experience by women across the planet."Again this article is suggesting that the way women are portrayed today is still the same as it was forty years ago, this article doesn't seem to recognise the 'girl power' movement that David Gauntlett argues has come about - however, i think there is sufficient evidence that women are still oppressed to this role in todays society.

"Male characters are often represented as isolated, as not needing to rely on others (the lone hero). If they capitulate to being part of a family, it is often part of the resolution of a narrative, rather than an integral factor in the initial equilibrium."

This quote highlights the idea that men are almost emotionally desensitised from having emotional feeling or dependance on others especially females.

"Gender is perhaps the basic category we use for sorting human beings, and it is a key issue when discussing representation. Essential elements of our own identity, and the identities we assume other people to have, come from concepts of gender - what does it mean to be a boy or a girl? Many objects, not just humans, are represented by the media as being particularly masculine or feminine - particularly in advertising - and we grow up with an awareness of what constitutes 'appropriate' characteristics"

We are socialised into gender stereotypes from birth, even the iconic use of the colour blue for a baby boy and the colour pink for a baby girl form a stereotype that pink is for girls and blue is for boys that will carry on throughout the child's life.

"The issue is, that although these different role models may at first glance appear to be very varied, do they actually represent enough of a range of men/women? Are we simply given variations on a stereotype that become sub-stereotypes in themselves?"

Representing Gender, Chapter 5 

"one might simplify this by saying: men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves" 

"Of course, using the millennium as a dividing point is over-simplistic. However within the first decade of the twenty-first century, the numbers of female action heroes increased significantly"

With developing social norms comes a developed media. Although in some cases female action heroes are still not depicted as strong and independent as men action heroes, the fact that a female is the saviour of the day at all is a massive step from the old stereotypes of the woman being the 'damsel in distress' 

"The difficulty any non-mainstream text has, when adapted by Hollywood, is the changes deemed necessary to give the text a mass appeal."

What we will often find in terms of audiences is they respond the best to the stereotypical gender socialised ideologies of what a male and female does in life. Although men and women may like to deny it, the idea of a woman being the damsel in distress and the man saving her has for years been an appealing narrative storyline to both genders.

"The extent to which you feel that the post-feminist era is one that is characterised by actual equality between the genders, or is an equality defined by patriarchy, is obviously dependant on your reading of the world."

For example some feminists may feel that women have already achieved enough equality and can now be recognised as single and independent in the media. However many feminists still believe that the oppression towards women still exists but is more subliminal than it was before. It all depends on what the audiences opinion on feminism is and what they would find to be discriminative or not.

Representations of Ethnicity

The stereotyping and ideologies involved in representations of ethnicity very much exist and have done for a long time. Unfortunately, the representations can be very negative and it is hard to judge what is acceptable due to wide perceptions on what is racist or prejudice. A typical example of ethnic stereotyping can be seen in the film 30 Minutes or Less

Jesse Eisenberg as seen in the poster above is the main character accompanied by his Asian sidekick played by Aziz Ansari. Throughout the film Ansari's character 'Chet' shows what it's like to be an Asian man in an American society. In jokes he is constantly reinforcing to Jesse's character 'Nick' that he stands out and is different. For example when the two characters steal a car Chet is worried as the man may have seen his hands and in that American neighbourhood there aren't many Asian people. 

Another stereotype can be seen in the film Requiem For a Dream starring Marlon Wayans as the character Tyrone. When Harry and Tyrone are arrested, Harry is treated with significantly less prejudice due to being white whereas Tyrone receives abuse throughout his stay in prison for being black. This society like in 30 Minutes or Less is a typical American society where black and asian people are a minority and subject to a significant amount of prejudice and stereotyping. 

BBC News In Pictures Research

The men in this picture are obviously official looking due to their uniforms - all of them are posing in a way of looking almost fed up waiting for a decision to be made. The men are all in different positions and the picture is spaced out evenly so that we notice each man individually. The way this picture is taken almost looks like one man transitioning from one side of the picture to the other in restlessness almost like pacing back and forth which again reinforces the idea of waiting. The caption of this picture could be 'Ticking Time Bomb'

This piece of jewellery being held is in the middle rule of third and contrasted against the ground and the mans blackened hands stands out very well. The bracelet looks old but of great importance because of the way it is being held. The mans hands are completely blackened and old looking as if they have been around for many years and have been through many things but a sense of almost achievement is here with this bracelet. The story of this picture is about a melted bullet casing forming a bracelet in the oldest blacksmith in the market - this is reinforced when the entire background appears to be well work and old, blackened by the working but the bracelet appears new.

Research on British Sitcoms

Typical Examples

1) Only Fools and Horses
2) Benidorm
3) Derek
4) Mrs Browns Boys
5) Not Going Out
7) Miranda
8) Gavin & Stacey
9) The Office
10) Vicar of Dibley

Miranda

The opening sequence to Miranda is very basic, the pace of the editing is quick and snappy although not using a variety of camera angles and pans etc there are many shots edited into one. This is due to the wide range of family pictures shown by the main character Miranda. Miranda is the only person in the opening sequence and it is set in a simple park that is used in the sitcom - this reinforces the idea that this sitcom is simple but is successful because of the main character Miranda. Throughout we are shown pictures of Miranda as a young child and getting older, this shows us that the character Miranda sees importance in the value of her family, friends and childhood which is very much reflected throughout the series in the relationship between Miranda and her mother. The music involved is a simple beat with drums, guitar and what seems to be some percussion instrument like a xylophone, this short snappy opening song is similar to one you'd find on a children's/young teens programme e.g Disney or Nickelodeon shows. This could be reflecting Miranda's young at heart attitude and the way she is treated like a child by her mother and peers. The opening song is very lighthearted and fun to listen to. Some sitcoms involve tear jerking situations so as to put the characters at a different emotional level, but Miranda is very simple in the way that it is nearer to a slapstick comedy in which we watch her go through her every day life and be utterly hilarious while she's at it. All the symbolic codes are simple and plain, plain setting, plain clothing, plain opening logo. Even when it comes to the editing although fast paced, is very simple. There are no pans, changes of angles etc. This simplicity works very well for this sitcom as Miranda is still a top hit due to Miranda. 

Format

Sitcoms run in series' and so when a sitcom is particularly successful, there will often be many series made. Although throughout many series of a sitcom we will see many varieties of stock characters driving different plots in the story, it is important that in a situation comedy - the main protagonists reappear in every series as watching situation comedies involves large scale emotional involvement and development of characters, due to the main focus being on the characters in a situation, rather than big explosions and expensive sets. This genre of show is usually scheduled to be broadcast at mid peak time around 7 and after, sitcoms are a rather popular genre and so are screened when most people often teens and adults tune in. There are different variations on sitcoms in terms of the story and plot line, but what is most noticeable is in American sitcoms, the story continues and develops throughout every series - but often in British Sitcoms, it is basically a new story every episode. Although some stories do carry on throughout series' particularly romantic interests etc, the format for UK sitcoms is often a subject each episode which comes to a resolution every time.

Appeals

The uses and gratifications of sitcoms are that they are a form of escapism - you aren't likely to see a particularly devastating thing to happen to any of the characters as you would in soaps or dramas, sitcoms are simple and are made for the reason to get laughs and entertain. Sitcoms can also be used for social interaction on websites such as Twitter and Facebook in which those who enjoy the show would discuss it. Sitcoms are typically conventional and not outside of the box - as stated in a name they are a comedy in which the same characters are in the same situation every episode, often a cafe, workplace, or home. Not much production value is put into the sets as it isn't needed, in some shows such as Mrs Browns Boys, audiences are even shown the fake set which reinforces its not the setting that is important in Sitcoms. 

Target Audience

Sitcoms appeal to the mainstreamer as they are used for social interaction, light hearted entertainment and are scheduled to come on at a time when everyone would be sitting down to eat their dinner and watch some good TV. Sitcoms don't usually involve any deep emotional plots and so don't require audience's to overly emotionally invest in the show.

Characters & Representations 

Miranda typical characters

Loyal funny friend - Stevie

Confused heart throb - Gary

Over protective annoying mother - Penny

The expected stereotypes of Stevie is to basically be the sidekick. This kind of character has been seen in almost every sitcom, show even film. The sidekick is the saviour of the protagonist. Although not the drive of the main plot they do play a part in the way the story goes. Stevie is slightly dozy, fun and small. A completely loyal friend to Miranda who although sometimes the subject of bickering is always on her side. This character can be related to as many people like to think the have a friend who would be completely loyal like Stevie is. She is a very likeable character and one that audience members can relate to. Gary, is the unknowing heartthrob who falls for Miranda - unexpectedly. The entire series of Miranda focuses on how she is a good hearted but less than average looking women so audiences will emotionally invest in the idea that Gary with his devilishly good looks will fall for our girl Miranda. Gary does fall for her, and the series' focus throughout on the story of 'will they, wont they' audiences root for the relationship to blossom obviously. But things always seem to come in the way. Penny is the typical annoying British mother who you've got to love but hate at the same time. This sitcom celebrates the funny side of embracing British snobby-ness. Penny is simply too ignorant to realise how crude she is especially when it comes to talking about others, but she is kind hearted all the same and this devil but hilarious mother is a character often stereotyped and shown in different films and shows. 

Setting

The typical setting of a sitcom is a social environment. Often there are 3-4 different familiar social settings like a living room, cafe, pub and a park. Miranda follows this guide, we see her in her shop, the pub Gary works in, her kitchen and also the park. The repeated use of these 4 main settings makes us familiarise with the show and also recognise these places like our own. The settings Miranda is set in are suburban - this is important because it is similar to the places in which most of the shows viewers live which allows audiences to identify with the show and make audiences feel more at home with Miranda. Most of the indoor scenes are set in a studio which is important because often if the show was set in a more elaborate real life setting etc it would bring another dimension to the show, sitcoms as mentioned earlier are about the characters and the storyline, not the surroundings so the typical studio made up rooms are perfect for a sitcom.

Miranda directly talking to the audience with the camera and set visible 

Main characters on set 'Miranda's living room' 

Narrative 

The narrative in sitcoms is often more laid back and relaxed compared to high budget dramas etc. For example as we see in shows such as Mrs Browns Boys, the main character Agnes Brown often talks directly to the camera, even though it is breaking the 4th wall of the show - it is completely acceptable and is seen as a positive twist on TV. As sitcoms are often filmed on sets with live audiences it reinforces the realism. Shows such as Mrs Browns Boys and Miranda narrate directly to the audience and make the audience feel as if they're being directly addressed. Often, there will even be a use jokes that involve the audience member and make them feel like they are actually part of the show. Todorov's use of narrative can be applied to sitcoms especially with uses of equilibriums. Sitcoms such as Benidorm open every episodes with shots of the hotel and beach - this makes audiences recognise where they are and where the sitcom is set. Sitcoms don't often keep the same plot throughout each episode of the series but there is a new narrative and small scale story that each individual episode faces. Often each story will be another day in the life of the main character/characters and when a problem arises - it is always solved by the end of each episode. 

Technical Codes 

Non-diegetic music is used in sitcoms typically at the start, end and breaks of the show. Often in the form of a jingle which is recognisable to the sitcom. Sitcoms don't particularly use non-diegetic music throughout the episode due to as mentioned the simpleness that they aim to stick to, if there was dramatic music or sad music at love scenes it would make it appear more theatrical and dramatised than it needs to be. A significant camera shot used in sitcoms is the long shot that includes all the characters in the scene. It is used to make the audiences at home feel like they're the audience members in the studio and looking straight on. If over the shoulder shots were used and dramatic cut scenes, again it would tamper with the simplicity. The typical editing in sitcoms is the whole scene being shown before cutting to another location. The narrative is in sync with the editing so as the story progresses the camera follows the characters to each new location that they go to.

With reference to your own detailed examples, explore the ways in which women are represented in the media today?

One of the oldest and most notorious representations of women that is around today and has been for hundreds of years is of course the motherly, maternal figure. This representation has been used throughout media advertising and film for years and has been shown in many different ways.

 

This P&G advert celebrates women as a motherly figure, the whole advert is dedicated to thanking mothers and shows mothers at different stages of life with their children. Audiences can immediately identify why this advert is thanking mothers because it is well known that mothers go through a lot for their children. This advert stereotypes mothers as women who are passive and humble, who let children take the priority while they sit back and watch. There seems to be no strong presence of males in this advert suggesting that mothers are the prime or most important parent and can be strong and independent - which is actually a rather modern approach to mothers considering just 50 years ago women were seen as submissive and dominated by men. However they have always been seen as the passionate parent - as reflected in this advert.

Another representation of women is the dumb blonde, this too has been shown numerous times throughout the media. The dumb blonde has quite typical characteristics that are the bleach blonde hair, slim toned body and whiney often Californian accent.

Anna Faris in the House Bunny is a perfect example of a 'dumb blonde' not only is the film set on her ambition of being a Playboy Bunny, the worlds most notorious celebration of the fake skinny bimbo but she is also shown as quite unable to handle being around 'regular' girls who are so much brighter than her.  The way this picture is composed with Anna being in a typical slutty pink outfit even with the playboy bunny ears on while the drably dressed girls are placed in the background even standing behind a door reinforces the ideology that average girls often feel intimidated our out shined by the so called 'perfect' girls. This film definitely hits the subject of teen insecurities and gives us a great representation of a materialistic white girl. 

Legally Blonde would appear to be almost a blueprint of the above House Bunny, in fact the girls in the cover Reese Witherspoon and Anna Faris look almost identical. However, Legally Blonde does put a different view on the dumb blonde - obviously there is an ongoing controversy over whether the dumb blonde stereotype is true or not, as intelligence isn't determined by your hair colour. Legally Blonde shows a girl who we would assume to be dumb, but is actually so intelligent she goes to Harvard to study law and becomes an extremely successful lawyer, this challenges the idea that all blondes are dumb. This cover too is set out like the first, she is dressed in again, bright pink and revealing dress. All of the characters behind her are dressed dull and are looking at her almost in the same way while far in the background. The fact that two of these 'white chick' films covers are so similar shows just how strong this archetype is in culture today. 

A final representation is of the Bad Ass female. Its no secret that film for many years has been dominated by male protagonists. Women were used as an add in for the male gaze or the 'damsel in distress' which often had to be saved by the male character. However the Bad Ass female is a representation in which the female is the leader - she dominates the actions she does and often is un phased by male presence, or even resents males as shown in Kill Bill. This is a very modern take on women, Uma Thurman's character throughout this film is completely dominant over men, challenging traditional ideologies of how it's supposed to be vice versa.

Representations of Women; Research

Examples in modern (within the past ten years) advertising and magazines of what we might consider as a “Traditional” representation of women. –

Examples of representations of women that might be considered post-traditional or even anti-traditional. This can be from anywhere in magazines, newspapers, advertising or even music videos.




Examples of film trailers were the male gaze theory could be clearly applied.






Trailers and images of examples of stock characters from both film and television.

Materialistic White Blonde Female

Lesbian Gym Teacher 

Badass Female 

Examples of female representations in film, TV or even video games which not only shifts from traditional representations but also avoids cliche and gives the characters a depth that means that they couldn't be pigeon hold by lazy stereotyping

Examples from news websites of stories which negatively stereotype women and have an implicit ideology that women should adopt more traditional roles in society

http://www.liverpoolecho.co.uk/news/liverpool-news/margaret-thatcher-role-aftermath-hillsborough-3416839

Magazine Analysis Practice; Part 2

2. (a) Study the front cover for GQ magazine, suggest two different audiences for this magazine.

The first and most obvious audience for this magazine to me is the young female audience members, especially because this magazine cover constantly reinforces the statement that they are displaying the 'men of the year' of course that would appeal to women. Not only that, one of the cover lines mention a person this magazine is 'obsessed with' that 'all the girls are gossiping about' this reminds me of a female succeeder who needs to know who this 'obsession' is. Another audience for this magazine is obviously the one it aims to appeal to, the metro-sexual male. Metro-sexual males are all about not being ashamed of looking after themselves, knowing whats fashionable whats 'in' and researching how to better themselves metro-sexual male audience members would be interested in finding out what other males are doing well in the world and would appreciate seeing a legend like Clint Eastwood on the cover of this magazine.

(b) Study the front cover for Saga Magazine aimed at people over 50. Explore how this audience has been targeted.

Firstly the word 'Saga' is a word signifying old, long, heroic importance. Almost signifying that the older audience members who read this magazine are an elite group of elderly heroes. The celebrities featured in this magazine, Michael Caine, Delia Smith, Vera Lynn etc are all well known elderly role models. This magazine celebrates how successful these people are still no matter their age. The magazine is very simplistic and doesn't scream at the audience. With simple colour schemes and minimal cover lines it is relaxed reading which the target audience would be looking for. The cover lines also hit relevant issues for older people today, for example Michael Caine being scared to go outside and the BBC with Ageism. The magazine provides chances for older people to be involved and relate, as these are things many older people experience today.
 Although touching on the more serious problems, it does vary with its content, talking about christmas present dilemmas, recipe's and gardening it provides a wide range of content. Unlike gossip or chat magazines which are mostly focused on shocking stories throughout. The cover doesn't dramatise or mislead audience members about what is inside, instead it explains clearly what each story is about. Older audience members aren't reading this magazine for their expectations to be challenged - in fact the very opposite. They will know what to expect from Saga, but that is not a bad thing.

(c) With reference to your own detailed examples, explore how media texts target different audiences.

Pick Me Up magazine is a chat/gossip magazine targeted at the young adult female audience members. Often the audience members who spend a lot of time at home, this magazine isn't designed to have a strong dedicated fan base - but the devices it uses ensure that every edition is read by many people. The magazine uses very bright and bold colour schemes, the fonts are very bold and all in capitals and the cover lines take up 70% of the page. This mode of address is used to attract the bored reader, the misleading over dramatised captions ensure audience members read on, when their expectations of the story are not met they are not disappointed however because audience members know this is not a magazine to be taken completely seriously. The use of an anonymous average looking model on the cover signifies the idea that it is normal average people who read this magazine and if she reads it then so can you. 

Django Unchained is a text i think is meant to appeal to the young male audience members particularly explorer types. This film begins by meeting the typical conventions of a western film but as we see in the trailer it is riddled with light hearted comedy paired with extreme violence. These juxtapositions create a whole new film type and challenge audiences expectations which is what the explorer wants in a media text.

This PrettyLittleThing.com ad is designed to appeal to the teenage/young adult female audience. The large bold text saying 'Live, Laugh, Party' is often associated with teenagers. The models in this ad aren't particularly showing off the actual clothes very well but it is still effective because it uses the idea more that if you buy clothes from here, you can be like these gorgeous girls who are living, laughing and partying. With clothing brands like this which have to compete with so many other young teenage brands it is important that they get their 'reputation' up first, so they are trying to appeal out as the reckless 'cool' choice for clothing.

Magazine Analysis Practice; 40 Mark Question

"Analyse the front covers for both GQ and Saga magazines commenting on: Visual Codes, Layout and Design, Language and Mode of Address."

Saga is a monthly edition magazine which targets both men and women but of an older age. To begin, it provides a minimal layout, this is most likely because unlike most gossip/celeb or fashion magazines, it doesn't need to be eye catching in order to stand out from its competitors. The market for older people's magazines is not at all large so it can focus more on the simplistic sophistication. The main image is of legendary Michael Caine who is known for being an elderly gentleman who is still very successful in his acting career. He is instantly recognisable and therefore relatable for the magazines target audience. The Anchorage for the image is the largest cover line 'there was crime when i was growing up. But i cant remember people being terrified to go out' this explains the image to me. The shot is a full body shot but is extremely zoomed out showing Caine's surroundings. I notice he is standing on what looks like a side walk, Caine is standing in a brave looking pose which signifies to me that he is brave for going out as he had mentioned. There are very few cover lines and lots of the space is left blank in order for us to see the background clearly and understand the main story clearly. It is also reinforced with the words 'mean streets' 'he doesn't like what he see's'.

Saga goes for the unique selling point of being 'the UK's best selling monthly magazine' this is printed even above the masthead in bold font and colour. It makes lot's of references on the cover to being older, mentions many legendary older people and also discusses 'ageism' it is a very subtle mode of address because if it was too overly pushy of the topic of age or didn't take the sophisticated road of discussing it, most likely no one would want to buy it. The mode of address is also rather casual, it doesn't need to 'shout' at audiences with overuse of exclamation marks and bright coloured fonts, it also doesn't need to mislead audiences to make stories seem more exciting than they are. The cover lines are exactly what they say on the tin when you read on about them and therefore meets audiences expectations.

GQ is a lifestyle magazine aimed at the 'metro-sexual male' originally named Gentleman's Quarterly it's large masthead of the GQ initials is instantly recognisable. As always it takes up around 20% of the cover with a simplistic 'look sharp, live smart' strapline underneath. I think this strapline is used to promote the importance of men looking after themselves and taking pride in being interested in fashion etc. Unlike the Saga magazine main image, this is a medium close up shot and the background is a plain blue colour along with being mostly covered up by text - reinforcing that the importance in this image is not the background but the man himself, Clint Eastwood. Another legendary male who is instantly recognisable. Most of the font is white but the parts that seem to be most important are in red, this makes it stand out and catch audience's attention.

Also unlike Saga, GQ is more in the mass audience market so has to compete with other Lifestyle magazines, this means it takes on more of the overly excited overuse of exclamation marks mode of address. The unique selling point of this particular magazine is the 'badass of the year' issue. This is then repeated again in a smaller coverline 'annual men of the year issue' the reinforcement of the word year or annual makes audience's get that sense of not wanting to miss out, this issue is only coming once a year after all. The Anchorage for the main image is simply 'badass of the year; Clint Eastwood' as he is known very well around the world the magazine doesn't need to explain why or how he got the badass of the year award, most audience members will just know he is a badass.

Alfred Hitchcock; Psycho - Essay

Hitchcock's thriller Psycho uses many narrative devices to make the audience feel great suspense. Firstly, in order to get the story going and motivate the characters into action, the piece begins with slow, comfortable music to set the mood. We are introduced immediately to the character Marion as she goes by her day to day life. The narration is restricted which creates even more suspense as we are just as 'clueless' as Marion is throughout the plot. The camera acts as our eyes and we feel like a 'fly on the wall' as we are watching Marion and her lover in her bedroom but this use of camera shot also reminds us that this film is a crime thriller and Marion is being watched, although it's by the viewers in the beginning, this theme of her never having peace carries on throughout the story.

 At the beginning of the film, a huge establishing shot pans out over the whole city, Marion is shown going to various public places like work, garages, highways. However when Marion reaches the Bates Motel, there are no establishing shots apart from those of the huge house next to the motel. This signifies how isolated this place really is. Along with Marion we have no idea where we are. Enigma codes are used from the outset and throughout this piece, we are immediately faced with the question's 'who is she?' 'who is he?' 'where is she going?' 'why is she being followed?' and often our questions are answered through Action codes, not dialogue. This brings even more tension as we spend long periods of time with either silence or tension building music. The music is slow and weary with sharp turns and periods of the pace getting faster then slower, representing Marion's and therefore our nerves going up and down. While conversations are taking place there is no music at all, these are all fantastic ways of making the audience feel on edge.

 A way in which Hitchcock challenges audiences expectations and surprises the audience is he basically changes the rules as to what normally happens in a thriller. The main character Marion leads the story for just over 40 minutes but her unexpected and shocking murder by the thought to be stock character Norman leaves the audience completely disoriented, it makes us question 'how will the story go on without the main character?' but nonetheless the plot drives on this time featuring Norman as the main character. This text challenges a lot of binary oppositions e.g good vs bad, crazy vs sane, cruel vs weak.

 We can apply Todorov's theory of five stages of narrative to this piece the disruption being when Marion takes the money from her boss, this starts the plot and drives the story forward. The recognition of her actions is established when she is in her car and goes through differing states of panic and calm when she realises how much trouble she will be in if she's caught. The attempt to repair can be seen when she decides to try and get the money back to her boss and carry on with her normal life - of course this cannot be completed because of her unexpected murder. However it does reinstate the equilibrium especially when the character Norman acts as if everything is still normal.

 I think Hitchcock deciding to film this piece in black and white is great for showing the ideologies formed with the shading. For example the use of black and white could signify good and bad, two sides to a character like Norman, or maybe memories, like this story has already happened but we're reliving it. Overall the dramatic sharp music and use of pan shots and the unexpected twists and turns create so much tension for the audience member that it is no wonder Hitchcock is known as the Master of Suspense.

Remember Me - Trailer Analysis Essay

Remember Me falls under the romantic drama genre, we know this because we see the typical bad boy character who is lost and misunderstood, quite clearly facing many emotional problems that he doesn't want to talk about but is also screaming for help, played by Robert Pattinson. Along with the quirky not so average girl who shares the same qualities, we know that most likely they will fall in love and bring out the best in each other, it's the other elements in the story which make it not the same old blueprint. The trailer begins with no music at all while Rob's character Tyler is getting himself in trouble in dark alleyways before being arrested, the slow grungy guitar playing later kicks in when we are shown him having a disagreement with his father - this is when we are introduced to their rocky relationship. This being the opening scene of the trailer sets the mood for the audience and establishes that character is lost and receives no support from his father, making a connection with the audience and the character.

 Although the music begins very slow and rusty it noticeably gets lighter and happier as the trailer goes on, especially in every plot twist, for example when the girl character Ally is introduced the music instantly lightens up telling the audience that this girl is bringing hope that things will get better for him - this means viewers will like her and be glad that she has come into the story. This progressive change in music is reflected in the lighting, again starting out very dark and and grungy, signifying how low Tyler's life had gotten and how he felt, the lighting also changes and goes significantly brighter when Ally is introduced. Both of these technical codes set the mood for the audience and represent the good things about to happen.

 The shot types used in this trailer include close ups and medium close ups both to show emotion and also when the two characters are in a medium close up shot together it signifies them coming together as one. A montage is used to show the growing relationship between Ally and Tyler and also to show the audience the passing of time, making us feel like we've been around the couple for a long period of time and therefore know them better than anyone else and how close they have become. There is also shot reverse shots used in conversations to show conversations between the two are more meaningful than normal. The narration of the story is omniscient so it keeps the audience informed on whats going on in each characters lives. The parallel narratives in the story of Ally and her troubled relationship with her father, Tyler and his similar relationship with his father and also Tyler's younger sister Caroline who too faces problems of feeling neglected and alone really take the story to another level. Although the father and Caroline are considered stock characters they play an important part in bringing the story along and making the audience feel more emotionally connected.

An action code used is the blowing out of the candles at the very end of the trailer, throughout the trailer we have seen that the girl character Ally enjoys deserts before her meal and we have also seen that Tyler uses birthday cake as a comical way to connect with her - when he blows out the candles all of the lightness and the music immediately stops before we pan out to a view of the city. This is a great way to signify the story will take an abrupt turn and end in a way the audience will not expect. It is great that the trailer does not tell the audience what will happen but instead leaves a cliffhanger in order for people to have to go out and find out what happens.
 

Media Diary Week 4 - Text That Changed My Life

A text that has changed my life is the disaster film 2012. This film is based on the controversy sparked when news spread that the Mayan calendar predicted the ending or transformation of the world would arise some time in the 21st century, although this 'doomsday' was predicted for other dates such as in 2003 - when nothing happened the date was moved to December 21st 2012. For pretty much the whole of 2011 and 2012, the end of the world was on peoples minds. Documentaries, books, articles, Facebook pages were all raving about this subject, of course a huge amount of consumers thought it to be completely ridiculous, but for the gullible minded like myself - i became obsessed with the idea.

  The film 2012 is set in different familiar locations around the world where normal families are getting on with their normal lives. Of course it wouldn't be a hollywood blockbuster without the heartbreaking story of a deadbeat dad who just wants to see his children again but that annoying new boyfriend is in the way. Although cheesy and predictable, this setting does reassure us that these are normal families and if the world ends, they expected it as much as we would. One thing i did like about this film which was a little different to your generic disaster film, was that it was playing on the problems that we genuinely do have in the world like the increase of global warming - giving us a look inside the government discussing plans to 'save humanity' it plays with the theorist in our heads.

  Throughout the film, events such as earthquakes due to crust displacement, Yellowstone exploding, volcanic eruptions and mega-tsunami's are all that more dramatic because they are events that were genuinely discussed and predicted to happen on December 21st. The film was released before the date because of course as soon as nothing happens in 2012 - it would be seen as almost comical. I'd always been interested in theories, illuminati, world disasters and was especially interested in 2012. This film literally changed my whole view of the world before 2012. I became obsessed with trying to stop global warming, i'd be making sure i unplugged everything in my house, i'd be trying to walk places instead of using vehicles and i was thinking of escape plans, asking exactly how far away i was from the river so i could take into consideration the amount of time it would take me to flee. This film literally consumed my life and i'd be having nightmares, panic attacks as well as being constantly nervous.

 Of course i feel silly now when looking back, how could i be so naive to believe something so outrageous. But that's exactly what they wanted audiences to feel with films like 2012, The Day After Tomorrow and Flood. Even though many people see these films as ridiculous and poorly acted - for audience members like me, they produce a thrill and a fear just because of the theories i already had in my head. I think films like this are great because so many people in the world don't have a clue of the threats around us and what we're doing to our planet. Yes, 'doomsday' was a hoax. But global warming is very much real and is a growing threat. Although this text didn't make me feel any better about natural disasters - it definitely changed my life in the way that it taught me to appreciate the world we have and try my hardest to conserve it.