Drew's A Level Media

Hyperreality: Term developed by Jean Baudrillard. Refers to the idea that representations within Media texts are more real than that which they represent. Some of these representations are simulacrum. This refers to a representation of something that no longer exists, or something that never existed. Key Theory 5 - Postmodernism - Jean Baudrillard "It is no longer a question of imitations, nor duplication, nor even parody. It is a question of substituting the signs of the real for the real"

Representation: Re-presentation of something (social groups, individuals, issues and events) encoded by the producer. Used to construct a world and aspects in it. Binary oppositions (conflict) encoded in the video: Seems to be anti-police - Binary oppositions between the police and african-americans The opening shot is of her sitting on a police car which links to the conflict. They are also in a poor environment which contrasts to some of the clothes that they are wearing. It also contrasts to the large mansion house. The fact that the police car is in the water portrays the police negatively because they allowed that to happen. Police shows control and authority the fact that the car is in the water and nobody is in the car shows lack of police in the time of crisis. Conflict at the beginning of the video because it warns the audience about explicit lyrics. Long shot of a police officer near a small child showing vulnerability. Functions/purposes of the video: The purposes o

Who is being represented? Coloured women How? Stereotypical representation of women - objectification sexualisation: Close ups of sexualised body parts. One representation of body parts. However, empowering for coloured women not as stereotypical as slim women. Focus of objectification of one part of the body. Reinforces patriarchal hegemony - conventional beauty standards. Subverts from what is normalised in society about this particular group of people. Connotations of strippers - contradicts empowerment. Target audience? (Age, gender etc) Young teenage girls Impact of this? The effect of this is that it reinforces beauty standards for women. Younger people are impressionable and can get wrong ideas about beauty. Who is being represented? White and black people, gang members (specifically coloured people). Shots of policemen being surrounded by people. Police are depicted negatively and like the police is the enemy. Criminal How? Agressive lyrics + violence. Gangs si

Objectification: Women treated as objects/less than human in media. Sexualisation: The use of women in media just for sexual pleasure. Male gaze: The sexual objectification of women in media for mens pleasure. Voyeurism: Gaining pleasure from watching other people who don't know they're being watched. Scopophilia: Gaining pleasure from watching other people who don't know they're being watched doing something sexual. Discuss the representation of women in the music video Rip Tide by Vance Joy. Introduction: Definition: Stuart Hall stated that representation is the ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events. The producers encode meaning into the representation of these groups. The representation producers encode into the media product can conform or subvert to generic ideology. Argument: Mixed representation (Polysemic meanings) - Could be an ironic representation of women or

Screenshot of woman representation during Vance Joy's Riptide music video. What does this reveal about the representation of women? The screenshots of every time a woman is represented reveals that in the beginning it seams a stereotypical representation of women for example one of the first shots of a woman demonstrates/reinforces the general conventions of beauty standards for women. However, this changes throughout the video to a more serious representation of women. Do you think the video is reinforcing patriarchal world view of women or subverting and challenging the objectification of women? Or both? I think that in some ways the video reinforce the patriarchal world view of women because of the fact that the video incorporates multiple shots of women in revealing clothing or framed in a way that you can see sexualised parts of a woman's body. Alternatively, the video could be challenging the objectification because the fact that the shots of the women being dragge

Music Videos: Week One Music Video: Video representation of a song Media Language: Modes Language Polysemy Meaning Conventions Intertextuality Audience responce Ideologies Key Theories: Barthes Levi-Strauss Representation: Construction Processes Stereotypes Social and cultural context Audience response Ideologies Key Theories: Hall Gauntlet Van Zoonen Hooks Gilroy Rebecca - Vanity Angel Women, men represented (Men and women in shape etc) Bright colours Quick shots/fast paced, cut to the beat Lots of editing Japanese representation of America in the 80s. Mise-en-scene matches with the style of the song. Pulp - Babies 1994 Teenagers represented Set where they are singing is plain and white (conventional) - adds more focus and contrast towards the narrative of the girls in their room. Clothing/haircuts stereotypical of the time. Video deconstructs the video telling us the conventions of a music video with the text. Overall the video is uncon

Who is Vance Joy? 31 year old Australian singer/songwriter. Signed to Atlantic records. Riptide was his first single in the Uk going Platinum. Genre? Indie Pop Alternative Genre hybrid Success? Successful: Net worth 13 million Director of video? Directed by Dimitri Basil and Laura Gorun. Number of views? 295,128,226 Is Riptide a conventional music video? Unconventional because of the fact that the music video is a literal interpretation of the lyrics. Although this would seem conventional the accuracy of the syncing is unnatural for music videos. Additionally, the beginning establishing shot is of a sky with the credits which is similar to a movie. This means it is unconventional because it is attempting to be like a movie. Furthermore, the narrative of the video is unconventional because the story keeps changing. This means that it rejects narrative. Intertextual references for horror films because pf the woman being dragged along the floor. Lack of clear meaning i

Compare and contrast the ways in which viewpoints and ideologies are encoded in Woman and Adbusters. Both magazines, Woman and Adbusters, have their own personal viewpoints and ideologies that have been carefully encoded into each part of the magazine by the producer. Woman, focusing heavily on the stereotypical ideas about women (because of the socio-historical context of when the magazine was produced (the 1960s)) and Adbusters portraying very modern ideas about gender and other subjects such as saving the planet. Adbusters always includes their slightly subversive, anti-capitalist, ideas in every article. To begin with, Adbusters includes their atypical views about gender in their double page spread raising awareness about issues with water contamination in third world countries next to a fake, culture jamming advert about a tap. The producers of Adbusters have accurately encoded these ideas into the double page spread because their atypical ideologies about gender have been enc

Compare and contrast the ways in which viewpoints and ideologies are encoded in Woman and Adbusters. Plan: Intro: D: What are viewpoints/ideologies A:  C: Time period Woman magazine produced David Gauntlet Pick and mix theory of identity - Audiences can choose what ideologies they agree with and reject those they don't (How this is reflected in Adbusters and Woman magazine). Para 1:  Adbusters viewpoints/ideologies/ how encoded - fake tap advert thing example Point: Atypical, anti-consumerist, controversial, culture jamming ideologies encoded in text and images accompanied with anchorage of text. Evidence: F ake tap advert thing example Analysis: Why this is effective and audience response. Para 2:  Woman viewpoints/ideologies/ how encoded - front cover example (Feminist theory Lisbet Van Zoonen)  Race, class and gender all determine the extent to which individuals are exploited and oppressed. (Bell Hooks) Point: Stereotypical, conventional v/i

Compare and contrast the different ways that Woman and Adbusters position their audiences. Mock Plan Intro: D efinition: They use different methods of audience positioning because they have different ideologies and, therefore, appeal to different audiences. A rgument: They are different because..., but also similar because... C ontext: Ideologies of each magazine. Para 1: Adbusters positioning. Adbusters Preferred reading. Para 2: Woman magazine positioning. Para 3: Similarities Para 4: Differences Conclusion Theorists to reference: David Gauntlet's pick and mix theory says that audiences can choose which ideologies suit them and they can reject and completely ignore ideologies they do not agree with. Bulmer and Katz's Uses and Gratifications theory:  The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons. Information/education, Escapism, Personal Identity, Interaction, Aspirational, Enjoyment.

Uses and Gratifications Theory Uses and Gratifications theory as developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs. The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons. Information and Education  – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries. Entertainment  – Viewers watch programmes for enjoyment. Personal Identity  - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics. Integration and social interaction  – the ability for media products to produce a topic of conversation between people. For example who is the best contestant on The X-factor who which was the best goal shown on M

Compare and contrast the ways in which viewpoints and ideologies are encoded in Woman and Adbusters Adbusters ideologies/viewpoints: Anti-capitalist - No real adverts Culture jamming - Fake adverts  Campaigning - Explains real issues to do with water in third world countries.  Anti-mainstream - No real adverts Anti-consumerist -  Subversive - Talks about issues to do with water next to a fake advert for a tap. (Binary opposition) Atypical - Challenges the typical representations of gender. Controversial - Talks about issues to do with water next to a fake advert for a tap. (Binary opposition). Challenging - The idea isn't instantly obvious, the audience has to work out the meaning for themselves.  Woman magazine ideologies/viewpoints: Stereotype women women should be housewives and do cooking, cleaning etc - Model on the front cover wearing practical clothing for things like cooking. She is presented wearing feminine colours and the background is pink. The woman