Carl Marx
Marx argued, they all came together to overthrow the ruling class in a revolution. Equality for all in the shape of communism wold replace capitalism.
Commodity Fetishism: "is the process of ascribing magic "phantom-like" qualities to an object, whereby the human labour required to make that product is lost once the object is associated with a monetary value for exchange." - Patricia Louie
Layout and Design: Simplistic yet powerful. No lexis makes audience focus entirely on images and create their own meanings of the representations. The images purposely fit together in a unique way. The images are of two binary opposite people, wealthy vs. poor. The top photo presents stereotypes of poverty, poor hygiene, depression, all enhanced by the B&W effect.
Friday 26 January 2018
Wednesday 24 January 2018
Surrealism
Surrealism is a cultural movement that began in the early 1920's, and is best known for it's visual artworks and writings.
Exam prep:
1. Read the question, underline key terms.
2. Gut reaction - what's your opinion? what argument will you make?
3. PLAN - on the answer paper.
4. Introduction - CDA.
5. Paragraphs - PEA.
6. Conclusion.
MOCK EXAM - 7th February 1pm-4pm
Exam prep:
1. Read the question, underline key terms.
2. Gut reaction - what's your opinion? what argument will you make?
3. PLAN - on the answer paper.
4. Introduction - CDA.
5. Paragraphs - PEA.
6. Conclusion.
MOCK EXAM - 7th February 1pm-4pm
Revising industry theorists
Power and Media Industries - Curran and Seaton:
Transformations in the production, distribution and marketing of digital media.
Regulation - Livingstone and Lunt
media is controlled by a small number of companies, driven by the logic of profit and domination.
Cultural Industries - David Hesmondhalgh:
Companies try to minimise risks and maximise audiences through vertical and horizontal integration.
Cultural Capital(Power) - The cultural resources of an individual, for example knowledge, qualifications, art, customs and tastes.
Examples: Versace, Ralph Lauren, Gucci, Burberry, Horse Riding, Caviar.
Key Theory
End of Audience - Clay Shirk
Audiences are no longer passive: they interact with media products in an increasingly complex variety of ways.
How do audiences interact with news?
How can you identify the dominant readings?
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEit7LFkdZ5u3hsDcn3OEb0HkqlelGmYdX-GXWs_LLan3U4LNgz576ZCp1HN4Ufpog7uI_SQRWCH_5b96vIrcgw_NFBAKF02I75vLt2ZNj9FTKpR3SR5sdcWqhUthQbTR5cPthf1KMlk2F8P/s640/Screen+Shot+2018-01-05+at+10.04.23.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvQtljs7hTrzSk2UmsKWKT7J2TaXuoPw8Af6k46U3JnJgeHafFOEnC9lzR6C0bF7RZbNV_sJcLEceelhLnqt6TeHsBOueUyLxcecPnYnhM2jVT4FKtzGohb2LqSJu98IPZ8xiwRrkBDc91/s640/Screen+Shot+2018-01-05+at+10.05.33.png)
Transformations in the production, distribution and marketing of digital media.
Regulation - Livingstone and Lunt
media is controlled by a small number of companies, driven by the logic of profit and domination.
Cultural Industries - David Hesmondhalgh:
Companies try to minimise risks and maximise audiences through vertical and horizontal integration.
Cultural Capital(Power) - The cultural resources of an individual, for example knowledge, qualifications, art, customs and tastes.
Examples: Versace, Ralph Lauren, Gucci, Burberry, Horse Riding, Caviar.
Key Theory
End of Audience - Clay Shirk
Audiences are no longer passive: they interact with media products in an increasingly complex variety of ways.
How do audiences interact with news?
How can you identify the dominant readings?
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEit7LFkdZ5u3hsDcn3OEb0HkqlelGmYdX-GXWs_LLan3U4LNgz576ZCp1HN4Ufpog7uI_SQRWCH_5b96vIrcgw_NFBAKF02I75vLt2ZNj9FTKpR3SR5sdcWqhUthQbTR5cPthf1KMlk2F8P/s640/Screen+Shot+2018-01-05+at+10.04.23.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvQtljs7hTrzSk2UmsKWKT7J2TaXuoPw8Af6k46U3JnJgeHafFOEnC9lzR6C0bF7RZbNV_sJcLEceelhLnqt6TeHsBOueUyLxcecPnYnhM2jVT4FKtzGohb2LqSJu98IPZ8xiwRrkBDc91/s640/Screen+Shot+2018-01-05+at+10.05.33.png)
Monday 22 January 2018
Adbusters Front Cover Analysis
How does the combination of elements of media language:
Communicate messages and values?
Communicate messages and values?
- The name of the magazine, 'Adbusters', communicates a message that the magazine exposes brands and their advertisements.
- The image presents an aggressive man in maybe military uniform. This communicates a message of the stereotypes of war igniting anger and aggression. The facial expression and body language of the subject suggests that this anger and violence is for the sole purpose of succeeding and winning rather than the purpose of fighting for your country.
- The simplistic cover-line communicates values of a specific group of people, from the west having, and stereotypes these people to be violent.
Reflect the social/cultural content?
- The whole cover doesn't reflect much information. This could suggest that the magazine expects it's audiences to be of more intelligence and knowledge of the worlds news. It reflects the cultural and social expectations of it's readership.
- Beneath the soldier uniform, the image reflects the social/cultural content, by presenting a common civilian to present the representation of rebellion in the west.
Reinforce or subvert typical genre conventions?
- It's deliberate limited information and featured articles subverts from typical genre conventions and reinforces the alternative genre. This is anti-conventional.
- The title and cover line, both in white similar sized font subverts typical genre conventions.
Adbusters Magazine
- Niche
- Anti-consumerist tone
- Simplistic yet powerful design/message
- Targets realist audience
- Published 6 times a year
- Founded in 1989
- £10.99
- Circulation: 120,000 readership
- Genre - Independant/Campaigning/Culture Jamming
- Adbuster is a not for-profit magazine fighting back against the hostile takeover of our physiological, physical and cultural environments by commercial forces.
'Culture Jamming':
The practice of criticizing and subverting advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global brands.
Sunday 21 January 2018
Adbusters Analysis
What is the ideology/ethos of Adbusters?
"there was a feeling that I think was shared by young people all around the world that the future does not compute. The future is all about ecological crisis, financial crisis, political crisis, and they will never be able to have a life that’s anywhere like the one their parents had. "
Adbusters is an alternative magazine that uses techniques such as 'culture jamming' to present opinions about our society.
How does Adbusters conform to and subvert stereotypical representations of gender?
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4mqQOjHdiJz9wltyrOF2mejXGnK9ErVb3V9AIv22ZacybnrRFDKlPxbGgaTqMEZ8tc8-ZM-f3ib3xEuNxpA3MegTPpEqE1X0Y3QFWT6hGEkGcAxxaxsIWPY2GvNMF1ZCyNjSI_Ch7dwA/s320/1.JPG)
In the front cover, Adbusters conforms the stereotypical representation of men obtaining aggressive qualities. This is clear in the image, where the male subject carries both a violent facial expression and body language. His screwed up screaming face, and clenched fist suggests hostility. The magazine links this to themes of war, through use of costume in the image's mise-en-scene. This reiterates the stereotype of men taking on roles of anger and violence, as the front cover implies the man has involvement with the military.
Lisbet Van Zoonen theorises that gender is constructed through codes and conventions of media products. This
"there was a feeling that I think was shared by young people all around the world that the future does not compute. The future is all about ecological crisis, financial crisis, political crisis, and they will never be able to have a life that’s anywhere like the one their parents had. "
Adbusters is an alternative magazine that uses techniques such as 'culture jamming' to present opinions about our society.
How does Adbusters conform to and subvert stereotypical representations of gender?
In the front cover, Adbusters conforms the stereotypical representation of men obtaining aggressive qualities. This is clear in the image, where the male subject carries both a violent facial expression and body language. His screwed up screaming face, and clenched fist suggests hostility. The magazine links this to themes of war, through use of costume in the image's mise-en-scene. This reiterates the stereotype of men taking on roles of anger and violence, as the front cover implies the man has involvement with the military.
Lisbet Van Zoonen theorises that gender is constructed through codes and conventions of media products. This
Monday 15 January 2018
How are women stereotyped?
How are women stereotyped?
- Passive
- Nurturing/Maternal
- Dependent on men
- Housewife/Domestic Role
- Romantic
- Seductive
Advertising is Magazines:
* Magazines generate revenue primarily through sales of copies(print and digital) and through advertising.
* Advertising accounts for approximately 1/3 of total revenues across the industry. It is therefore vitally important that the magazine and advertising content target the same audience in order that the advertising brands benefit from increased sales as a result of advertising in the magazine.
* High Audience engagement
* Less distraction likely from other activities
* The ability to target niche audiences
* High production values
* Potential for placement in highly relevant editorial environment
* Non-intrusive (readers can turn the page)
* Long shelf life
Analyse the ways in which the advertising in Woman constructs stereotypical representations of women.
The advertisement shown on the left, is a prime example of how advertisement in the 60's magazine Woman, creates a stereotypical representation of women. Using theories explored by Lisbet Van Zoonen, the women's body is being used in a media product as a spectacle for heterosexual male audiences, which reinforces patriarchal hegemony. This means the stereotype that woman are important and significant only for their bodies and for the sole purpose to appeal to men is being reinforced by this advertisement. The subjects seductive body language and facial expression, combined with her face full of make-up gives us the impression that all women are and want to use a passive attitude.
The copy uses a very sexual and teasing tone while also using lots of repetition, for example, "all-over feminine...all-day fresh...". This can link to the stereotype that women must retain the domestic role of cleaning.
Friday 12 January 2018
Theories and Definitions
Theories:
Key Theory 15- ALBERT BANDURA SHORT TERM
Key Theory 15- ALBERT BANDURA SHORT TERM
The Hypodermic Needle Model:
- The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences.
- The theory suggests that the mass media could influence a very large group of people directly and uniformly be 'injecting' them with appropriate messages designed to trigger a desired response.
- Theory implies that we can't think for ourselves, and we are passive audiences/consumers.
Key Theory 9 - BELL HOOKS
Feminist Theory:
- Feminism is a struggle to end patriarchal hegemony and the domination of women.
- Feminism is not a lifestyle choice: it is a political commitment.
- Race, class and gender all determine the extent to which individuals are exploited and oppressed.
Key Theory - CURRAN AND SEATON
Power and Media Industries:
The media is controlled by a small number of companies primarily driven by the profit and power. Media concentration limits variety, creativity and quality. More socially diverse patterns of ownership can create varied and adventurous media productions.
Key Theory - CLAY SHIRK
End of Audience:
Audiences are no longer passive: they interact with media products in an increasingly complex variety of ways.
Transformations in the production, distribution and marketing of digital media.
'Diversity is in the public interest - but modern societies suffer from collective attention deficit disorders. The public have to work harder to be noticed and we need agile but resourceful media to do that'
End of Audience:
Audiences are no longer passive: they interact with media products in an increasingly complex variety of ways.
Companies try to minimise risks and maximise audiences through vertical and horizontal integration.
Media Convergence
Conglomeration
Key Theory 7 - DAVID GAUNTLET
Theories of identity:
Theories of identity:
Despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on television. (He writes there are now many more representations of gender.) People Pix and Mix what they beleive in and what they don't to form their identities.
Key Theory 16- GEORGE GERBNER LONG TERM
Cultivation Theory:
- "The idea that prolonged and heavy exposure to [TV]...cultivates" as in grows and develops in audiences "a view of the world consistent with the dominant or majority view expounded by television."
- Television presents a mainstream view of culture, ignoring everything else.
- In doing so television distorts reality.
Key Theory 10 - JUDITH BUTLER
Theories of Gender Performativity:
- Identity is a performance, constructed through a series of acts we perform every day.
- while there are biological differences dictated by sex, our gender is defined through these acts, the way we walk/talk
- Gender permormativity is not a singular act, but a repetition and ritual. It is outlined and reinforced through dominant patriarchal ideologies
Regulation:
Media is controlled by a small number of companies, driven by the logic of profit and domination.
Todays regulations in the film industry are at risk due to global media corporations and new technologies.
Key Theory 8 - LISBET VAN ZOONEN
Feminist Theory:
Gender is constructed through codes and conventions of media products, and the idea of what is male and female changes over time.
Women's bodies are used in media products as a spectacle for heterosexual male audiences, which reinforces patriarchal hegemony.Key Theory - LEVI STRAUSS
Binary Opposition:
When meaning is created through conflict in the narrative.
Key Theory - RICHARD DYER
The role of stereotypes:
- an ordering process
- a shortcut for producers
- a reference point for audiences
- an expression of dominant societal values
Key Theory - ROLAND BARTHES
Semeotics:
Hermeneutic - mysterious
Proairetic - action
Symbolic - what does it make the reader feel?
Key Theory - SIGMUND FREUD
Madonna/Whore Complex:
- developed a theory to explain men's anxiety towards women's sexuality, suggesting that men define women into one of two categories: the madonna (women he admires and respects) and the whore(women he is attracted to and therefore disrespects)
- The Madonna is typically virtuous, nurturing, saintly and sexually repressed
- The Whore is sensual, sexualised, and desirable without purity
Representations:
Thinks representations exist through the repetition and remix of media trends.
Representations: the ways in which media products constructs the world and aspects in it. Including social groups, individuals, issues and events.
Key Theory 17 - STUART HALL
Reception Theory:
- The 'right' reading of a text which can be enforced by positioning.
- This concept has to be approached carefully: often texts intentionally have multiple meaning/readings, and audiences can potentially get whatever they want out of any media text.
- Hall categorised audience response into 3 separate group.
- These can help us to understand wether or not an audience sticks to the preferred reading, or if they decide to make their own decisions on how to decode the text.
- DOMINANT READING: The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.
- NEGOTIATED READING: The audience generally agrees with what they see but they disagree to some amount.
- OPPOSITIONAL READING: The audience completely disagrees with what they see, and rejects the dominant reading.
Key Theory 3: STEVE NEALE
Theories around Genre:- Neale believes that genre is essentially instances of 'repetition and difference'.
- He suggested that texts need to conform to some generic paradigms to be identified within a certain genre- but must also subverts these conventions in order to not appear identical.
Key Theory 2 - TODOROV
Narratology:
Within a story, the equilibrium creates the initial beginning of a film, representing the period of the film where there are no problems. This changes after a disruption occurs, where the equilibrium is broken. (Disequalibrium) The film then results in a partiaal restoration of the disequilibrium where there is resolution. However the equilibrium can also be partially restored where sequels are intended, so the film does not end on a complete equilibrium.
::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
Definitions:
Agenda - a list of items to be discussed at a formal meeting.
Bias - inclination or prejudice for or against one person or group, especially in a way considered to be unfair.
Conglomeration:
Bias - inclination or prejudice for or against one person or group, especially in a way considered to be unfair.
Conglomeration:
Conglomeration is a company that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet. Conglomeration is the 'process' of a conglomerate being formed.
Cultural Capital(Power) - The cultural resources of an individual, for example knowledge, qualifications, art, customs and tastes.
Examples: Versace, Ralph Lauren, Gucci, Burberry, Horse Riding, Caviar.
Commodity Fetishism: "is the process of ascribing magic "phantom-like" qualities to an object, whereby the human labour required to make that product is lost once the object is associated with a monetary value for exchange." - Patricia Louie
Cybernetic Organisms - a combination of the organic and mechanic.
Distribution:
The digital distribution is the delivery or distribution of media.
HEGEMONY: Where one group wields power over another, not through domination, but through coercion and consent.
INTERTEXTUALITY: is the shaping of texts meaning through referencing or alluding to other text. Texts provide context within which other texts can be created or interpreted- reflecting the fluid boundaries or genre convention. (The way the Simpsons use lots of scenes from other media, almost exactly)
Linear narrative- when a narrative is chronological, and follows a story through time from beginning to end.
Non-linear narrative- the narrative is not chronological, and goes back and forth between beginning and end.
Polysemy - not everything has a single meaning. In newspapers however producers typically try to avoid polysemic readings.
Anchoring - the fixing of a particular meaning to a media text, often through the use of captions. The process of forcing an audience in to a particular reading.
Conglomerate: a larger corporation consisting of multiple smaller companies.
Subsidiary: a smaller company owned by a larger corporation.
Production:
The production process refers to the stages (phases) required to complete a media product, from the idea to the final master copy. The process can apply to any type of media production including film, video, television and audio recording.
Vertical/Horizontal Integration:
Vertical - where a company buys "up other companies involved in different stages of media production
Horizontal - where a company buys "other companies in the same sector to reduce competition.
The Studio System:
The classical (Big 5 - Warner Brothers/Disney/CBS/21st Century Fox/Comcast)
Institution - the values and ideology of a media product.
Scopophilia - sexual pleasure derived chiefly from watching others when they are naked or engaged in sexual activity(they do know this happening)
Voyeurism - the practice of gaining sexual pleasure from watching others when they are naked or engaged in sexual activity (similar to scopophilia but they don't know you are watching them)
Patriarchy - a system of society or government in which men hold the power and women are largely excluded from it.
Key Theory 8 - Lisbet Van Zoonen
Feminist Theory
Gender is constructed through codes and conventions of media products, and the idea of what is male and female changes over time.
Women's bodies are used in media products as a spectacle for heterosexual male audiences, which reinforces patriarchal hegemony.
Gender is constructed through codes and conventions of media products, and the idea of what is male and female changes over time.
Women's bodies are used in media products as a spectacle for heterosexual male audiences, which reinforces patriarchal hegemony.
Key Theory 7 - David Gauntlet
Theories of Identity:
Audiences are not passive, and media products allow the audience to construct their own identities.
Subcultures - exist around genres of music/TV/videogame.
'Pick and mix' theory - people can pick and mix ideologies that suit them, and ignore the elements of the product which they do not agree with.
Explore how Gauntlet might explain how audiences 'pick and mix' the ideological implications of the article?
Women will choose from the different advertisements, what they want, and will take in the images of the attractive housewife, maybe aspiring to become this person by purchasing these products.
Audiences are not passive, and media products allow the audience to construct their own identities.
Subcultures - exist around genres of music/TV/videogame.
'Pick and mix' theory - people can pick and mix ideologies that suit them, and ignore the elements of the product which they do not agree with.
Explore how Gauntlet might explain how audiences 'pick and mix' the ideological implications of the article?
Women will choose from the different advertisements, what they want, and will take in the images of the attractive housewife, maybe aspiring to become this person by purchasing these products.
The Changing Role of Women
Role of Women Timeline:
- Suffragettes - Protest for right to vote and equal rights. Eg. Hunger strikes, marches and sit downs eg. in cafes.
- Emily Pankhurst, Suffragettes leader.
- 1920's, Flapper girls represented female rebellion (mostly women who had money)
- The War - women gained more independence.
- 1960's, 'liberation movement' eg. burning bras (more inclusive to different classes)
- 1970's, protest for equal pay. Media text example, Made in Dagenham.
- 1980's, Margaret Thatcher, first female prime minister.
Wednesday 10 January 2018
Woman Magazine
Woman
- 1964 August Edition
- 80p in 2018 £
- Woman magazines became very popular in the post war periods and in the 60's sales of women's magazines reached 12 million copies per week. Woman magazine sales alone were 3 million copies each week.
Textual Analysis:
Layout and design, simple but effective layout drawing attention to magazine title and beauty of image subject's face.
Font, large font used in the masthead using quite a swirly font type, maybe stereotypical for women. The title is almost as if it is glowing, with highlighted area around the text maybe to give angelic characteristics to women and make them feel better about themselves during a depressing time following the war.
Mise-en-scene, an attractive woman used to sell the magazine, wearing costume, hair and make-up that was extremely popular during the time. Eg, short bob hair, eyeliner and coloured lips, as well as a flowery printed bold dress. Stereotypical use of the colours pink and purple to represent female interests, which would have been more than acceptable at the time.
Component 2 - Magazines
Magazine Unit
Name of Magazine:
Long Road Autumn News
Examples of Generic Conventions:
Layout and Design - One large photo. Logo + headline clear. Simple design.
Font - Large simple black sans font, capitals used for NEWS showing significance on word.
Images/Photographs - Image of students at long road, showing uniform. Eye-level closeup
Mise-en-Scene - bright lighting shows a positive attitude toward learning. Located in the school to show students in action. Costumes make students look like a team, and goggles make students look intellectual. All of these conventions are the characteristics that long road is looking to advertise their college in this way.
Language and Lexis - Simple and formal language to get an informative message across.
Anchorage of Image and Text - One simple photo fitted to one simple piece of text.
Name of Magazine:
MAXIMUM ROCKNROLL
Examples of Generic Conventions:
Layout + Design - Large name and masthead, very simple.
Font - All in capital letters, black and white. Giving an aggressive tone to the text linking to the magazine theme/genre.
Images/Photographs - Big image on the front cover filling most of the page. It has one person(image focus) giving unusual body language. Images are mostly quirky but also simple, some come accross as aggressive and have connotations of rebellion.
Mise-en-Scene - America. Clothes could represent teenagers and the 90's
Language and Lexis -
Anchorage of Image and Text -
Name of Magazine:
Long Road Autumn News
Examples of Generic Conventions:
Layout and Design - One large photo. Logo + headline clear. Simple design.
Font - Large simple black sans font, capitals used for NEWS showing significance on word.
Images/Photographs - Image of students at long road, showing uniform. Eye-level closeup
Mise-en-Scene - bright lighting shows a positive attitude toward learning. Located in the school to show students in action. Costumes make students look like a team, and goggles make students look intellectual. All of these conventions are the characteristics that long road is looking to advertise their college in this way.
Language and Lexis - Simple and formal language to get an informative message across.
Anchorage of Image and Text - One simple photo fitted to one simple piece of text.
Name of Magazine:
MAXIMUM ROCKNROLL
Examples of Generic Conventions:
Layout + Design - Large name and masthead, very simple.
Font - All in capital letters, black and white. Giving an aggressive tone to the text linking to the magazine theme/genre.
Images/Photographs - Big image on the front cover filling most of the page. It has one person(image focus) giving unusual body language. Images are mostly quirky but also simple, some come accross as aggressive and have connotations of rebellion.
Mise-en-Scene - America. Clothes could represent teenagers and the 90's
Language and Lexis -
Anchorage of Image and Text -
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