1) What examples does Gauntlett provide of the "decline of tradition"?
One example is the traditional view of women as a housewife or a low status worker has changed due to the successful girl power icons
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett states that in the social world every approach to life we make needs to be nurtured or considered which is where the media plays a part because it gives us a picture of how we are supposed to live our lives and construct our identities.So the media nurtures specific life choices so that we can follow them and create our identity according to this.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
Gauntlett states that traditional values are now scarce in 30 year olds and but are still ingrained into 65 year olds since they are less likely to be consumers of the cosmopolitan.The younger audience are now more accepting of factors such as unmarried couples living in the same household meaning that they are open minded however their lack of knowledge of old traditions means that they may grow up to be a narrow minded generation.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Masculinity was not in crisis because society had changed but rather men had failed to modernise however the media took a positive approach to this issue because of their belief that these troubled men who had failed to modernise could create a more satisfying live for themselves.
5) Does advertising still reinforce the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses? Offer examples for both sides of the argument from the wider advertising industry.
Advertising does not still reinforce the strong macho man but rather glamourises the "new man" who adopts a feminine identity and challenges hyper masculinity by dressing a certain way or challenging traditional roles in a household by taking on the instrumental man.The media does not idolise the strong macho man but rather criticises it due to its hyper masculinity and its objectification of women being weaker and less.
6) Gauntlett discusses the idea of 'girl power' and offers examples from music and film. Does advertising provide evidence to support the idea of 'girl power' or is the industry still reinforcing traditional representations of men and women?
Advertising actually focuses on popular feminism which is the main feature of pop culture in modernity and provides evidence fo this such as the powerful w]ad successful women the media . Although the media does not focus on the traditional representations of men and women it focuses on the struggle of older generation of men who haven't adjusted to the changes in the modern world.
7) Do you agree with Gauntlett's argument under 'Popular feminism, women and men' where he suggests that younger generations are not threatened by traditional gender roles and are comfortable with social changes? Does advertising provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
a: I do agree with Gauntletts theory that younger generations are not threatened by traditional gender roles because in the example of feminism younger women do appreciate that feminism was created by the older generation and that its just different now that its installed in commercial culture. Advertising shows that young people are becoming more comfortable with social changes for example many young men have grown up withe women as their equal and do not feel emasculated by these social changes
8) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
An example is the CK fragrance perfume that stated it was for a man or a woman which outlined the similarity between the two genders.
9) Why is advertising such a good example of the 'contradictory elements' that Gauntlett discusses with regards to the mass media? In other words, how does advertising continue to both reinforce and challenge gender stereotypes?
Advertising challenges gender stereotypes by introducing more than one singular messages about ideal types of male and female identities however they reinforce these stereotypes
by incorporating a set of different viewpoints from older generation where they contradict and criticise the new social changes.
10) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. What is your opinion on this debate - do you agree that the media reinforces the changing attitudes towards gender
and sexuality in society?
The media des reinforce changing attitudes towards sexuality now because they portray a more accepting ideology and present powerful leaders in the media who are part of this community which automatically makes audience more prone to have this ideology that changing sexuality should be accepted . The incorporation of feminine men and masculine women plays a big role because it is repeated so much to the pint that it is normalised.
Thursday, April 2, 2020
Friday, March 13, 2020
persuasive techniques
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger suggests that advertising offers us an improved version of
ourselves, whether we are male or female and that publicity is always about the future
buyer.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
When we refer either knowingly or subconsciously to lifestyles represented to us through the media or in real life that we find attractive.
3) How was Marmite discovered?
German scientist Justus von Liebeg discovered that brewers yeast could be concentrated ,bottled and eaten which then formed marmite.
4) Who owns the Marmite brand now?
It became a subsidiary of bovril limited which took formed it into best foods.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Paddington bear is shown trading his well-known marmalade sandwiches for Marmite sandwiches. He is
shown enjoying the taste, while others are repelled by it. The ads are
designed to encourage more people to use the spread in sandwiches –
less popular than Marmite on toast.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
High culture is the the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of a societies elite whereas a popular culture is the same thing, but for the mass of society.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern consumers are simultaneously aware
that they are being exploited, yet also prepared to play
the game – if it brings them a sense of superiority and
social cache.By describing them as superior other audiences may feel inferior and feel the need to buy marmite to be part of the elite.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
In marmite advertisements, the camera quality and the use of actors is quite old fashioned since they don`t really use humans but rather puppets which does not attract an audience these days.
representation of women in adverts
ACADEMIC READING
1. Mistry states that advertising has changed in the aspect of advertising increasing employed images in which the gender and sexual
orientation of the subject(s) are markedly (and purposefully) ambiguous.
2.There were stereotypes that women have to do be a ideal women in society, you had to do housework,look after children and also had to wear makeup to look creative and appealing to men.
3.The changing representation of makeup and clothes affected the way the way the were portrayed in adverts.For example in a perfume advertisements women were represented as innocents an to sexually and intellectually develop they needed a man to break this innocence making women submissive.
4.Laura Malvey made the male gaze theory which states that that scopophilia (the basic human sexual drive to look at other human beings) has been 'organised' by society's patriarchal definition of
looking as a male activity, and being looked at as a female 'passivity'.
5.Women were represented as "new woman" which meant they were supposed
to be 'independent, confident and assertive, finding satisfaction in the world of work and
recreation, seeking excitement, adventure and fulfilment'
6.Van Zoonen points to its claim that: 'A woman should look forward to dressing for
the office.' Having a job is seen merely to provide 'another happy occasion for women to dress up
and present themselves.' Indeed, a woman 'is portrayed stepping confidently towards the camera in
an office environment observed by a male colleague from behind; but she is not portrayed actually
working. Therefore they incorporate feminist ideals nut are actually used in such a way to empty them of their progressive meaning.
7.Barthes states that there is no threat to male power in media because 'today's young women can successfully storm the bastions of
male power... without threatening their male counterparts' providing we can reassure them that,
underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred."
8.Richard Dyer suggest the Dior makeup shows a misinterpretation of women because it makes it seem as if women need to have Dior makeup to be sexually attractive in society to gain the male gaze.He also states that agencies trying to accommodate new [feminist]
attitudes in their campaigns, often miss the point and equate
"liberation" with a type of aggressive sexuality and a very
unliberated coy sexiness'
MEDIA MAGAZINE
1. It was a campaign that was searching for the female with the best body so that she could be allowed on the beach.
2.Th front cover was of a white skinny woman who would be described as in shape which angered females because it was setting unrealistic standards for women to look a certain way.
3.The advert suggested that if you don`t have a perfect tanned skinny and in shape body then they weren't good enough to compete in the campaign for the beach.
4.Some audiences were furious at this magazine and therefore made a petition to stop the campaign which was actually successful.
5.The campaign employed an FBI-trained sketch
artist to draw women twice – first based on
their own self-perception, and then based on
that of a stranger. The outcomes demonstrated
that the strangers’ descriptions were both more
attractive and more accurate than the women’s
own perceptions, suggesting that women are
often hyper-critical of their appearances, and
unable to see their own beauty.
6.Social media now has comments sections and easier access to it making it easier for audience to voice and discuss their opinions online about a variety of different media texts.
7.Stuart Hall theory can be applied to the feminist theory because in the case of the beach body campaign its simply an image of women however the female audience decoded it to be a message sending out that women have to look a certain way or they are not good enough.
8.The image of women has changed a lot over the last 60 years in media texts because now women are mainly represented as independent and strong - willed and a lot of female actors subvert the old female stereotypes.
1. Mistry states that advertising has changed in the aspect of advertising increasing employed images in which the gender and sexual
orientation of the subject(s) are markedly (and purposefully) ambiguous.
2.There were stereotypes that women have to do be a ideal women in society, you had to do housework,look after children and also had to wear makeup to look creative and appealing to men.
3.The changing representation of makeup and clothes affected the way the way the were portrayed in adverts.For example in a perfume advertisements women were represented as innocents an to sexually and intellectually develop they needed a man to break this innocence making women submissive.
4.Laura Malvey made the male gaze theory which states that that scopophilia (the basic human sexual drive to look at other human beings) has been 'organised' by society's patriarchal definition of
looking as a male activity, and being looked at as a female 'passivity'.
5.Women were represented as "new woman" which meant they were supposed
to be 'independent, confident and assertive, finding satisfaction in the world of work and
recreation, seeking excitement, adventure and fulfilment'
6.Van Zoonen points to its claim that: 'A woman should look forward to dressing for
the office.' Having a job is seen merely to provide 'another happy occasion for women to dress up
and present themselves.' Indeed, a woman 'is portrayed stepping confidently towards the camera in
an office environment observed by a male colleague from behind; but she is not portrayed actually
working. Therefore they incorporate feminist ideals nut are actually used in such a way to empty them of their progressive meaning.
7.Barthes states that there is no threat to male power in media because 'today's young women can successfully storm the bastions of
male power... without threatening their male counterparts' providing we can reassure them that,
underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred."
8.Richard Dyer suggest the Dior makeup shows a misinterpretation of women because it makes it seem as if women need to have Dior makeup to be sexually attractive in society to gain the male gaze.He also states that agencies trying to accommodate new [feminist]
attitudes in their campaigns, often miss the point and equate
"liberation" with a type of aggressive sexuality and a very
unliberated coy sexiness'
MEDIA MAGAZINE
1. It was a campaign that was searching for the female with the best body so that she could be allowed on the beach.
2.Th front cover was of a white skinny woman who would be described as in shape which angered females because it was setting unrealistic standards for women to look a certain way.
3.The advert suggested that if you don`t have a perfect tanned skinny and in shape body then they weren't good enough to compete in the campaign for the beach.
4.Some audiences were furious at this magazine and therefore made a petition to stop the campaign which was actually successful.
5.The campaign employed an FBI-trained sketch
artist to draw women twice – first based on
their own self-perception, and then based on
that of a stranger. The outcomes demonstrated
that the strangers’ descriptions were both more
attractive and more accurate than the women’s
own perceptions, suggesting that women are
often hyper-critical of their appearances, and
unable to see their own beauty.
6.Social media now has comments sections and easier access to it making it easier for audience to voice and discuss their opinions online about a variety of different media texts.
7.Stuart Hall theory can be applied to the feminist theory because in the case of the beach body campaign its simply an image of women however the female audience decoded it to be a message sending out that women have to look a certain way or they are not good enough.
8.The image of women has changed a lot over the last 60 years in media texts because now women are mainly represented as independent and strong - willed and a lot of female actors subvert the old female stereotypes.
Friday, March 6, 2020
narrative in advertising
1. Todorovs equilibrium theory can be applied to this media texts because it begins with a balanced narrative where the character is casually strolling in the shop on a phone call but then as the text progresses it switches to the other characters surrounded by chaos who are running around which disrupts the equilibrium. The multi strand narrative can be applied to this text because the incorporation of so man different characters and the focus on each one of them at given shows the audience it from their perspective.Binary opposition can be applied to this texts because all the characters have similar ideas about advertising the advantages of the the Nike brand however hey differ in how and what aspect it helps them in.
2.The advert uses the less known people based on the analytics of their social profile which displayed similarities the characteristics similar to the celebrities in the advert that portrays the idea that regardless of fame and money Nike is part of street culture an that everyone is collective and united.
3.The clothing style of all the characters were quite sporty which reflects Ghent epitome that is expected in a Nike advert. The women characters all had makeup on which reinforces gender stereotypes.
4. The advert portrays London as a street culture centred city that glamorises slang which is quite informal to incorporate in an advert however the art behind the advert is that everyone seems united in London and are not afraid to flaunt their subcultures that some audiences may not approve of which shows that they do not care about opinions and the Nike brands gives them a sense of belonging and comfortabilty where they do not have to be ashamed.
5. This advert would appeal to an audience because a lot of the audience could relate to the advert because it is designed for a young audience and its
2.The advert uses the less known people based on the analytics of their social profile which displayed similarities the characteristics similar to the celebrities in the advert that portrays the idea that regardless of fame and money Nike is part of street culture an that everyone is collective and united.
3.The clothing style of all the characters were quite sporty which reflects Ghent epitome that is expected in a Nike advert. The women characters all had makeup on which reinforces gender stereotypes.
4. The advert portrays London as a street culture centred city that glamorises slang which is quite informal to incorporate in an advert however the art behind the advert is that everyone seems united in London and are not afraid to flaunt their subcultures that some audiences may not approve of which shows that they do not care about opinions and the Nike brands gives them a sense of belonging and comfortabilty where they do not have to be ashamed.
5. This advert would appeal to an audience because a lot of the audience could relate to the advert because it is designed for a young audience and its
Friday, February 28, 2020
final index
1.10 questions
2.media consumption audit
3.semiotics blog task
4.reading an image
5.reception theory
6.fact sheets and genre study
7.blog feedback and learner response
8.narrative factsheet
9.audience classification/psycho graphics
10.October assessment learner response
11.audience theory 1
12.audience theory blog task 2
13.ownership and control
14.The cultural industries
15.public service broadcasting
16.industries regulation
17.representations
18.feminism
19.January assessment learner response
20.feminist theory
21.representing ourselves/ collecting identity
22.ideology
2.media consumption audit
3.semiotics blog task
4.reading an image
5.reception theory
6.fact sheets and genre study
7.blog feedback and learner response
8.narrative factsheet
9.audience classification/psycho graphics
10.October assessment learner response
11.audience theory 1
12.audience theory blog task 2
13.ownership and control
14.The cultural industries
15.public service broadcasting
16.industries regulation
17.representations
18.feminism
19.January assessment learner response
20.feminist theory
21.representing ourselves/ collecting identity
22.ideology
ideology
1. The binary oppositions is represented by Nigel Farage views that immigrants are the cause of immigration which opposes Russel Brands view that immigrants are not causing the economic crisis and that it is all a victim blaming explanation.
2.Nigel Farage ideology is that immigrants are the cause of the economic crisis whereas Russell brands ideology is that it immigrants are not the cause of the economic crisis but rather the lack of money made from public resources is causing the economic crash.
MEDIA MAGAZINE READING PART 2
1.It is based on a district that serves the capital by punishing the poor for retaliating in disguise as "peacekeepers" and also restricting their access to food by using electrical gates around farms.
2.The view that people are subordinate and submissive to someone with a high status based on the structure of hierarchies such as the world being under the dictatorship of Mr Snow on the hunger games.
3.They suggest that the media reproduce ideologies and when they are normalised it begins to influence the audience.
PART 3
1.The dominant ideologies do not stay the same when new ideologies are introduced so there are no ideologies that are kept the same throughout time.
2.People should put their families first, people should work hard for their money and women should behave in feminine ways.
3. He argued that the power
of ideology derives primarily from ideas and structures
which support, and thus serve the purpose of, an elite
social group which is able to dominate through ideas,
rather than militaristic strength or fear.
4.Common sense is is a dominant global ideology in the 21st-century West, which
constantly encourages us to want and to consume through advertising and
marketing.
5.I agree with the view that we are controlled by the media because our choice of clothing, music and just general interests always differ based on the latest trends portrayed in the media. We also do rely on media and seek validation based on our life choices since the media normalises certain things and represses others.
2.Nigel Farage ideology is that immigrants are the cause of the economic crisis whereas Russell brands ideology is that it immigrants are not the cause of the economic crisis but rather the lack of money made from public resources is causing the economic crash.
MEDIA MAGAZINE READING PART 2
1.It is based on a district that serves the capital by punishing the poor for retaliating in disguise as "peacekeepers" and also restricting their access to food by using electrical gates around farms.
2.The view that people are subordinate and submissive to someone with a high status based on the structure of hierarchies such as the world being under the dictatorship of Mr Snow on the hunger games.
3.They suggest that the media reproduce ideologies and when they are normalised it begins to influence the audience.
PART 3
1.The dominant ideologies do not stay the same when new ideologies are introduced so there are no ideologies that are kept the same throughout time.
2.People should put their families first, people should work hard for their money and women should behave in feminine ways.
3. He argued that the power
of ideology derives primarily from ideas and structures
which support, and thus serve the purpose of, an elite
social group which is able to dominate through ideas,
rather than militaristic strength or fear.
4.Common sense is is a dominant global ideology in the 21st-century West, which
constantly encourages us to want and to consume through advertising and
marketing.
5.I agree with the view that we are controlled by the media because our choice of clothing, music and just general interests always differ based on the latest trends portrayed in the media. We also do rely on media and seek validation based on our life choices since the media normalises certain things and represses others.
Friday, February 14, 2020
collective identity
1.Who are you - Everyone constructs an image to communicate their identity.
I think therefore i am -Identity was constructed due to other aspects of our life such as gender, class and religion.
From citizen to consumer-This consumer boom was based on convincing
people that it was no longer enough simply to
buy what you needed to survive.
The rise of individual-In the 20th century ruse of individualism where people wanted to express their differences and uniqueness.
branding and lifestyle- In 70s, there was a rise in branding where advertises would rather sell the personality rather than product.
2. The three brands im happy to be associated with is apple, Nike and Adidas. Apple is quite classy and professional which matches well with my identity. Nike and Adidas on the other hand give me a sense of individuality with its rare designs that shows the creative side to me.
3. I agree with this statement because media only portrays the clothes and electronics that are the best in style and repetitively advertise the same products to normalise these products to the audience and form into a trend that everyone else follow. For example phones are not particularly the best in quality but are still advertised due to the popularity of the brand and how stylish the phone looks.
4.Baudrillard believed that society has become so saturated with these simulacra and our lives so saturated with the constructs of society that all meaning was being rendered meaningless by being infinitely mutuable.
5.Social is not an accurate representation of me because i post quite controversial quotes which i don really agree with but i post it to hop on the trend.
6. I dont agree with social mining because it invades privacy and some people may not want companies having knowledge of the websites they visit.
TASK 2
1. - Audiences use media help to construct their identities.
-mass media offers a more diverse range representations
-Audiences are conscious of the messages media is promoting.
-identity today is seen as more fluid and transformable.
-masculinity is in crisis because women are told by mainstream media that they can be anything they want but there is no indication to men.
TASK 3
1.It is an identity where a group of people collectively share the same values, beliefs and traditions based on the world around them such as the British citizen all having a collective British belief that there should be democracy and freedom in the press. However, the media on the other hand represents a sense of individualism to appease the audience although collective identity is glamorised in society.
2.A traditional British breakfast is sausage, beans and eggs . Britain is also known for its red buses and black taxi cabs . These traditions are constantly exhibited in the media which normalised it and constructed a part of British citizens identity.
3.His toys are of his youth and are targeted at demographic 30 year old males and this target at an older audience instils in a sense of nostalgia due to the incorporation of the past life which was much simpler.
.
4. Technology has enabled enabled people to actively engage
with the content of the culture around them and then go on to use
it as resources for their own cultural productions
5.there is a shift from a ‘sit-back-and-be-told culture’ to a ‘making and-
doing culture’, and that harnessing creativity in both the
internet and in other everyday creative activities will play a role in
changing how a collective identity is created.
6.Henry Jenkins theory states that social groups which share similar intellectual resources and patterns of making meaning.In the shaund of dead Facebook group a fan made it to inform all the other fans of the new word she found to share and support the identity created with it.
I think therefore i am -Identity was constructed due to other aspects of our life such as gender, class and religion.
From citizen to consumer-This consumer boom was based on convincing
people that it was no longer enough simply to
buy what you needed to survive.
The rise of individual-In the 20th century ruse of individualism where people wanted to express their differences and uniqueness.
branding and lifestyle- In 70s, there was a rise in branding where advertises would rather sell the personality rather than product.
2. The three brands im happy to be associated with is apple, Nike and Adidas. Apple is quite classy and professional which matches well with my identity. Nike and Adidas on the other hand give me a sense of individuality with its rare designs that shows the creative side to me.
3. I agree with this statement because media only portrays the clothes and electronics that are the best in style and repetitively advertise the same products to normalise these products to the audience and form into a trend that everyone else follow. For example phones are not particularly the best in quality but are still advertised due to the popularity of the brand and how stylish the phone looks.
4.Baudrillard believed that society has become so saturated with these simulacra and our lives so saturated with the constructs of society that all meaning was being rendered meaningless by being infinitely mutuable.
5.Social is not an accurate representation of me because i post quite controversial quotes which i don really agree with but i post it to hop on the trend.
6. I dont agree with social mining because it invades privacy and some people may not want companies having knowledge of the websites they visit.
TASK 2
1. - Audiences use media help to construct their identities.
-mass media offers a more diverse range representations
-Audiences are conscious of the messages media is promoting.
-identity today is seen as more fluid and transformable.
-masculinity is in crisis because women are told by mainstream media that they can be anything they want but there is no indication to men.
TASK 3
1.It is an identity where a group of people collectively share the same values, beliefs and traditions based on the world around them such as the British citizen all having a collective British belief that there should be democracy and freedom in the press. However, the media on the other hand represents a sense of individualism to appease the audience although collective identity is glamorised in society.
2.A traditional British breakfast is sausage, beans and eggs . Britain is also known for its red buses and black taxi cabs . These traditions are constantly exhibited in the media which normalised it and constructed a part of British citizens identity.
3.His toys are of his youth and are targeted at demographic 30 year old males and this target at an older audience instils in a sense of nostalgia due to the incorporation of the past life which was much simpler.
.
4. Technology has enabled enabled people to actively engage
with the content of the culture around them and then go on to use
it as resources for their own cultural productions
5.there is a shift from a ‘sit-back-and-be-told culture’ to a ‘making and-
doing culture’, and that harnessing creativity in both the
internet and in other everyday creative activities will play a role in
changing how a collective identity is created.
6.Henry Jenkins theory states that social groups which share similar intellectual resources and patterns of making meaning.In the shaund of dead Facebook group a fan made it to inform all the other fans of the new word she found to share and support the identity created with it.
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