Hyperreality - A representation of nothing. A representation of something that does not exist. Through the use of hyperreal imagery, audiences now confuse the signs of real for the real. In many cases hyperreal is much more attractive than reality itself.
Simulacra - A copy of a copy, a representation of a representation. Something that refers to something else and not something 'real'. Jean Baudrillard argued that this copy of a copy is real in it's own right...
Simulation - An imitation of something real
Architype - Is a stereotype for a character in a media text.
Zoella: Picnic Party
Aspirational
Lifestyle attraction
Advertisement for the products used in her blog post.
Any type of reality is removed through being photographed by professional photographer.
Hyperreality created through consumerist approach.
Consumerism - a better life from buying products.
Attitude Online:
Stereotypical representation of men
Constant representation for profit
Escapist fantasy, as it subverts the reality of how difficult it is to be gay in the modern world by creating gay connotations of the heterosexual models/subjects.
Humans:
Breakfast scene - Anita constructs the hyperreal image of a perfect breakfast. "this is how breakfast is supposed to be!"
Family fall in love with a representation of something that doesn't actually exist
In what ways do the representations in this product make claims about realism? (Zoella and Attitude Online)
DEFINE: Hyperrealism is the representation of something that does not exist. Through the use of hyperreal imagery, audiences now confuse the signs of real for the real. In many cases hyperreal is much more attractive than reality itself.
ARGUMENT: These products use hyperrealism to construct a 'perfect' representation of unrealistic expectations and lifestyles that are aspirational to audiences.
CONTEXT: Attitude online and Zoella are examples of modern day online media products; a gay magazine website, and a 14 million subscriber Youtube channel.
POINT: Zoella's channel presents an unrealistic lifestyle with connotations of feminine, dainty, perfect qualities that are not accessible in the real world. It also forms expectations of an idealistic beauty.
ARGUMENT: On her online lifstyle blog, her post from 2016, called 'Picnic Party' creates a hyperreal representation of an outdoor activity, that exists
Hegemony
When one group of people wields power over another though coercion and consent.
Marxism - Ruling class manipulates and controls the working class, 'keep the rich and the poor poor'
'Religion is the opiate of the masses'
Meritocracy - a society in which we are judged by what qualifications we have
Forms of Hegemony:
Patriarchal
Racial
Cultural
Religious
Genre
Political
John Berger - 'men act, women appear'
Men have narratives
Women are there for visual appeal
Naomi Wolf - the beauty myth
When someone appears in a media text and is supposed to be attractive but isn't
Humans:
Anita is 'hegemonicaly attractive' yet some people may think Laura is more attractive
Anita is of different 'exotic' ethnicity to white british main characters
Could argue that Humans reinforces patriarchal/cultural hegemony OR could argue it raises awareness, and shines light on todays societal values and representation of east asian women in the media being objects of sexual nature.
Tide Print Advert:
Reinforces patriarchal/cultural hegemony eg, housewife image, 'washes whiter than ever'
Advertising today: present a utopia where buying a product will come with a lifestyle. They promote that capitalism is right
Adbusters; aggressively anti-advertisement
Formation:
challenges cultural hegemony
Zoella:
reinforces beauty standards and patriarchal hegemony
Gender Performativity
Judith Butler
Gender Performance - The notion of performing the characteristics commonly associated with a gender
For Butler, gender is not constructed from the moment of birth but is something that is learnt and reinforced
Sex and gender are two separately different concepts
Gender Performativity - how the world reacts to your performance of gender
Woman
Pull quote reading 'they're like snow capped volcanoes'. Clear example of objectification, and a patriarchal expectation that women should be prim and proper, yet sexually active. The Madonna and Whore complex.
A singular and restrictive representation of women is presented in order to construct a target audience, motivated by financial
Humans
Intradiegetic gaze, reinforcement of the male gaze, where a character looks at a women for their own pleasure. (The dad looking at Anita in a sexual way)
Matti subverts gender stereotypes. Tomboy, violent, takes typical roles of women.
Intertextuality
Allows a producer to attract a specific audience
Les Revenants
- Reference to Texas Chainsaw massacre, as Clair is watching it. Creates a reflection of her character, therefore audiences noticing this reference will typically be fans of this film, and therefore likely to like the character, through relating o her lifestyle
- Intertextual reference of diegetic sound of Mogwai music, having a very niche following and fanbase, attracting a very specific audience
-Victor creates visual code of intertextuality from horror genre, where a small boy is isolated in dark shots, eg, insidious.
Riptide
- Low key red lighting creates intertextual reference to 1970's Italian horror film
- Anchorage of lyric and visual code in 'dentist' scene create intertextual refference to the 'fear of the dentist' which many in the audience will relate to
Humans
- establishing montage of Anita looking up at the moon, initiates she has a character,
- opening theme tune shots make reference to medical drama, sci-fi, documentary, drum and bass, electronica, techno, attracts varied audiences through genre hybridity. Not being able to differentiate between fiction/non-fiction, postmodernism
- relatable family lifestyle construction, intertextual reference to British Sitcom Outnumbered
- not be
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