Hi, im Ed and this blog is for my notes and findings in my A-level MediaStudies course. I'll be looking at Structural theorists, representation and symbols in the media.
AMC released the first season of 'Humans' in 2015 on Channel 4 and once season 2 was released an unusual marketing scheme was produced. The aim of the promotion was to produce what seamed to be real-life banners, and trucks from the show.
This interactive campaign works due to the use of simulacra in the show. The show is set what looks like our world however with a minor change. In the narrative we learn that synthetic humans have been developed an are now integrated into society to do the unwanted jobs and chores. We learn that there is a disturbance however (a disruption in the equilibrium - Todorv) as some synths are conscious and are being hunted down and taken.
The truck shown in the top right is supposedly for people to bring their 'faulty' synth back. Furthermore a very realistic mock website is present to supposedly advertise synths and give a run down of what they do and what to do if they are 'faulty'. This is to distort the line between fiction and reality to create the hyper-reality that is present in 'Humans'.
The use of this unusual marketing campaign creates a vast reach across a number of different platforms. The audience may enjoy the mystery of some of these features such as the ability to buy their own synthetic human, more dedicated fans of the show may enjoy the unique interactivity with this marketing.
'Woman' Magazine is a British magazine that was first published in 1937, it is targeted towards 30-40 year old women. It encompasses the female beauty and fashion industry, celebrity gossip, TV, News and real life stories that the target audience might take interest in.This cover of 'Woman' is from the 23rd-29th of August 1964. The title and brand 'Woman' is in a very curly font that establishes the informal address to the audience of which also easily establishes the target and dominant audience as 'Woman' suggests a more mature audience then perhaps 'Girl'. The main image and title takes up the majority of the layout suggesting that it has great importance. The model chosen has particularly white teeth, nice hair, makeup and a dress. This presentation of women is very typical of the 1960s, women at the time were taught that they were constantly voyered by men and that they should always be seen in full makeup and nice clothes, during the end of the 1960s however the Women's liberation began to change this. The Yellow strapline at the bottom of the page covers over the woman making it more prominent and suggesting that it is of more importance. The text written on it in full capitals 'Seven Star Improvements for your kitchen' suggests that the audience posses a kitchen that they would like to improve. During this time after the WWII very few women could get jobs and so society enforced a new ethos for the lives of women. Women were taught that their purpose was to become a mother and to act as a housewife instead of getting a job, this Magazine reinforces this idea. It further shows a typical 'keeping up with the jones' ideology of having the next best household equipment and kitchen.
The use of the pull quote from Alfred Hitchcock who was a the rather famous film director of 'Psycho' and 'Vertigo'. In many of Hitchcock's films women play interesting and different heroine roles, however in Shakespeare-like fashion the women in his films are all either killed by the end or given a brutal lesson for stepping out of place in society.
Another of Stuart hall's theories is the Reception theory. It asserts that media texts are encoded with messages and values by the produces which are decoded by the audience. Different audience members will decode the media in different ways and possibly not the way the producer originally intended.
The theory states that the members of the audience will adopt one of three positions when decoding the text:
Dominant or Preferred reading - How the produces of the text want the audience to decode/view said text. They will assert thus position if the messages are clear to them; they can follow the narrative; they can recognise age and culture cues and the themes shown are relevant to said audience.
Oppositional Reading - When the audience reject the Producers intended message and create their own meaning of the text. This can occur when the text deals with controversial themes that the audience has an opposite view upon. It may also occur when members of the audience are unable to receive age and culture appropriate cues which leads them to decode the text in a different way to the intended way.
Negotiated Reading - When the audience compromise between dominant and oppositional reading; the audience will decode some of the messages in the intended way and then others unintentionally. This could occur when the audience understand the age and culture cues but the narrative is to complex which inhibits a misunderstanding.
Black Panther is an American film produced in 2018 by Disney's Marvel Studios which is part of a long line of films. The film is based upon Marvel Comic's Black Panther which was influenced by the Black Panther Party for Self-Defense, which was a political organization founded by Bobby Seale and Huey Newton in October 1966. The film entails the story of the kind of a secret country in the center of Africa, Wakanda. It is much more technologically developed than the rest of the world which is why they choose to keep secret. It deliberately shows a world where people of colour have secretly been above all other countries which is very similar to the aims of the Black Panther Party.
MARVEL STUDIOS – Logo suggests high quality
film
Audio
–Intense music presents action genre, voice overs – suggests some kind of
change in the world –audience need to be educated (uses and gratification) – 2nd
voice over also suggests some change in the world whereas 1st
voiceover suggests something hidden in Africa –ENIGMA CODE
-Hip hop style music ->Afro American
social history
Representation
- ‘Dora milaje’ Women warriors –challenges
old status quo, typically masculine role.
> Bell Hooks – Black women at the top of
the most technologically advanced country in the world –high social status.
Bell hooks-“to engage in film was to engage in the negation of black female
representation in the media” Black Panther challenges this old status quo.
-VERY developed technology however in
African artwork and style
Binary Opposites
Contrast of Wakanda to shared contextual
road map of Africa shown by the media.
Enigma Code
-Who are the people? Why do they look a
certain way? Who are the people in masks?
-‘El Dorado’ in Africa –myths and legends
-As an audience we want answers to these
questions (Uses and Gratification)
Scene 1
Industrial, grey blue dark colour pallet, looks like an interrogation body language suggests this, ethnicity -white males, 'What do you know about Wakanda/[Africa]' -what do we know as an audience? -Different to contextual road map, Scene 2
People wearing traditional African clothes- cultural reference point, 'El duardo'-Enigma code, Flying ship-Advanced technology-challenges shared contextual road map, 'terror group' style people-cultivated by media, The Black Panther-BlackPanther movement & Malcom X, "Wild Cat" imagery, fight Scene 3
Female representation-Shaven head, warrior's clothes- She is next to the king rather than a damsel in distress, Marvel Studios logo-suggests high quality film + specialised font suggests new kind of film, Wakanda looks like the future, Animal representation with mask-contrast to armour and technology, Empowered women -wields traditional spear with skill>Not conforming to other nations.
The following advert is an appeal from the charity Water Aid who go to some of the world's poorest and most marginalized communities to install wells to provide said communities with water.
Claudia
-Clothing: Skirt, polo shirt and shoes -rather western style look
-Wide shots of the path show how vulnerable she is as a child. The close ups brings the audiences attention solely on her, one person is much easier to identify with rather than a group.
Stuart Hall- Representation
-Deliberately broken away from traditional/stereotypical charity advert (social context) - No depressing narration, no shots of children drinking dirty water, some crops are shown, Claudia does wear decent western clothing etc. The use of lots of close up camera shots makes it direct and personal while also allowing us to recognize this as every day life for her. She also never directly addresses the audience or look at the camera making her seam very lonely while she sings to her self.
-Shared conceptual road map; Typical African landscape with really unsaturated and beige colors, dry plants,
-Binary Opposites:
UK vs Africa -lush dark green Fertile ; Dead, Dusty, Dry crops -Developed; Underdeveloped
Beginning of advert and end -Single child; whole village - More saturation throughout
Sunshine vs Rainy day
Claudia's positive story vs on-screen graphic"650 million people still don't have access to clean drinking water" (conceptual binary)- concept of change
-Audience
The encoded meaning is very blatantly obvious to the audience -these people need water.
The use of covering Zoe's 'Sunshine on a rainy day' creates a target audience of 30s-40s as it has a nostalgic factor to the ad which will attract this age range who are likely to have a stable income compared to that of younger generations.
David Gauntlett - Theories of identity
The idea that media provides us with 'tools' or resources that we use to construct our identities.
-Claudia acts as a role model for the type of life style changes that the audience could be responsible for creating if they donate to water aid
Liebst Van Zoonen - Feminist theory
-Women - Washing, collecting water, looking after children ]-Reinforced stereotypes
-Men - working in fields/labor
Although the women are in stereotypical female roles, they do physical work by walking to collect water which does subvert stereotypes
Gilroy - Post Colonial Theories
-Water aid is encouraging it's British audience to 'help' those like Claudia who live in less developed countries
-'Sunshine on a rainy day' is from British culture and the meaning of the song makes sense in British social context, not African. 'Rain on a sunny day' makes more sense in African social context -Imposing of British values on African society doesn't work.
-Previous adverts have cultivated an impossible task with miserable and starving women and children of which audiences have become desensitised to. Water Aid has twisted this idea.
Audio Codes
dietetic sound on radio - typical British weather
SOUND BRIDGE -crickets from 2nd frame heard in 1st frame -smoother transition - links UK to Africa-money comes from UK which is sent to Africa
Claudia begins humming-intro + crunching of footsteps-dry
Singing has a contrast in accent to British Radio-childish voice although hard to distinguish age due to the fact she is on her own -suggests maturity
'Sunshine on a rainy day' -contrast in culture -view of sunshine
"Makes me feel like i belong" -water brings people together?
"Don't leave me here alone" -keep watching
"Sunshine on a rainy day"-happy children on screen - sunshine=happiness
"Complaints that the British press has a right-wing bias have long been made by left-wingers – but is this a state of affairs the public recognizes?"
This statement was part of an article originally published by the times. They reported that Owen Jones, a British columnist, political commentator, and left-wing political activist described UK press as “largely run by a very small group of very right-wing media moguls who defend the status quo of which they are part. If you are on the Left and want to change society, the media will always come and get you”. The following table from YouGov shows that out of the eight newspapers shown, five of them are predominantly right wing which further suggests that Jones's description is correct.
Although not all bias is deliberate, the following features of media are features that journalists may use to create a bias view.
–Bias through selection and omission
–Bias through placement
–Bias by headline
–Bias by photos, captions and camera angles
–Bias through use of names and titles
–Bias through statistics and crowd counts
–Bias by source control
–Word choice and tone
Bias Through selection and omission
Editors and journalists can create a bias by choosing to ignore certain bits of information (omission) or by selecting certain bits to be shown. This crafted bit of story crafts the audience's view of the story which creates bias in the reader as well
Bias Through Placement
Editors and journalists may further select certain stories to be shown in different places of the newspaper. Radio and Television do this so that stories lead in order of significance (more important first) The order may be led by the political leading of the company which will influence what the audience believes is more significant too.
Bias Through Headline
Audiences will often let the headline take priority (like the front cover) so editors will summarize views as well as presenting hidden bias and prejudice.
Bias by Photos, captions and camera angles
Some photos are specifically chosen to flatter people or to make someone look unpleasant. This can influence the audiences opinion of the person to lean towards the media's view creating bias.
Bias by through names and titles
News media often uses labels and titles to describe people, places and events. Labels such as 'ex-con', 'freedom fighter' and 'terrorists' create a personality bias for the person -like selection and omission there are aspects being left out.
Bias through statistics and crowd counts
Sources can often omit certain statistics or often exaggerate others. Sources may also somewhat create false information e.g 'experts' say...
The research for the Cultivation theory, theorises by George Gerbner, began in the mid 1960s and it's aim was to specifically look at how television and media effect and influence the audience' ideas and perceptions of everyday life.
-The main findings were that high frequency viewers (those who experience a lot of media and TV) are more susceptible to media messages and the beliefs that the messages are real and valid. These high frequency therefore have a 'model' created by the media of things such as violence in the world. Findings also suggested that the media's cultivated constructs are present in todays society and are re-presented but within different packaging e.g violence depicted by social media is also depicted by radio.
Some of attitudes studied included violence, gender, demographic, cultural representation and political attitudes. Low frequency viewers have less stereotypes and attitudes than high frequency viewers who's stereotypes and attitudes are all based on their experience of media. High frequency viewers are also more exposed to more violence and are then affected by the 'Mean World Syndrome' which is the belief cultivated by media that the world is a far worse place than it is in reality.
Limitations:
-One of the main principles of the theory is that television and media cultivate the status quo, they do not challenge it. This is no longer true as some media now try to challenge the status quo to promote equality.
-It focuses on TV and not other forms of media.
'Hammer Film Productions in 1963. It was directed by Don Sharp and was written by producer Anthony hinds. 'The Kiss of a Vampire' is part of a long line of horror films in the Hammer Film Productions' repertoire which were produced during the 1950s-1970s. These Gothic horror productions had it's large audience as a result of the baby boom that occurred after WWII, the babies born were now in their teenage years which was a large audience that enjoyed this Gothic horror style.
The poster has very typical language, representation and attitudes for the time period and the film genre that contrast to today's attitudes. Firstly the women in the poster are wearing very little clothing, furthermore the first woman (left) looks somewhat helpless and the man drawn on the left is possessively holding the first woman. This representation of women being 'damsels in distress' who can only be saved by a men is very typical 1950s-60s attitude as men were seen to be superior and women helpless and submissive. This can link to the target audience as these women are dressed and sexualised this way for the pleasure of men rather than for any other function. It could also be pointed out that only one of the women are credited in the poster -the male cast takes the majority of the cast list.
However, although the first woman enforces the 1950s attitude, the second woman (right) is seen to be much more aggressive. She bares her teeth and her right hand is in a fist. The beginning of the 1960s was often seen as the beginning of the women's sexual liberation as it was the introduction to the contraceptive pill and there were now more women in the workforce than ever before. David Gauntlet's identity theory could be applied to this as she could be seen as a role-model for women who struggle with male oppression or who would like to be seen as equals to men of the time, whatever the narrative environment. Liebst van Zoonen's feminist theories could be applied as by assuming the 'co-antagonist' role, the female vampire contributes social change in a non-traditional role.
Bell Hooks, a feminist and activist for black peoples rights, talks about how the media effects peoples perception of class. In her book 'Reel to Reel' she talks about how people of color are lowest in social class during the 1950s. This poster supports her theory.
The poster shows very typical attributes of the Gothic horror genre. The use of a cloudy background with a full moon is use of pathetic fallacy, it creates the idea of something supernatural. The choice of font in Hammer production posters are usually original font texts that have an art style that has relevance to the film's story line. For example the 'V' of vampire has blood dripping from it like a vampire's fang.
Roland Barthes's five codes can be applied to the poster. Firstly the hermneutic code is used through the enigma of a "kiss" in the title, this puts emphasis on the relationship between male and female vampires. There is further use of this through the enigma of the fate of the two victims. Barthes's semantic code can be applied to the images that link to vampire-ism e.g: bats, the castle and the exposure of peoples necks. The symbolic code can be applied to signifies of the supernatural and horror e.g: darkness and the full moon.
This advertisement advertises Tide - a laundry powder launched in 1946 - it was used throughout the 1950s and the advert has typical attributes of behavior of the time. Before WWII it was frowned upon for women to have jobs, however once WWII took place women alike were encouraged to work in factories that created rivets, bombs and other weapons. Rosie the Riveter contrasted with the post-war representation of women.
Once the war was over there was slit leeway for women to be employed, however, only "women's" jobs. Although it was still frowned upon at this time; women could work as teachers, receptionists and assistants but still attitudes withheld them from being successful. Also during this time, when soldiers returned, there was an instant baby boom. The combination of this and the "white flight" created the suburbs, a network of houses where families would live. Instead of employing women into jobs, society dictated that women should become housewives spending all day cleaning their house, looking after children and making sure they looked visually pretty for husbands and fathers. Tide's advert reflects these attitudes in this consumer culture. The women advertising the product creates unrealistic representations of women with perfect skin, make-up, hair and figure which has been created by society's attitudes.
Liesbet Van Zoonen was a feminist who fought against these attitudes and stereotypes. She pointed out that although women could eventually have the 'perfect' family and the 'perfect' house, there is still a 'hole' in there lives which isn't filled. The film 'Mona Lisa Smile' looks at this issue. It shows how these women in this society enjoyed an education and how they would like to go out into the world and have the same opportunities as men. Van Zoonen fought for a non-sexist society and for media to contribute to social change by representing women in non-traditional roles and using non-sexist language. She talks about this in her book "The Feminine Mystique" which has inspired many feminists thought it's publication.
Bell Hooks is another feminist who talks about how lighter skinned women were considered more desirable and fit better in western ideology of beauty. This is supported by the 'white flight' and is reinforced by the advert for Tide. It shows how the modern woman of the time was depicted as.
The target audience could be housewives and husbands. The advert appeals to housewives as it applies with the idea of 'Keeping up with the Joneses' as it is supposedly 'the next best thing' that the perfect woman that is depicted has it too. Husbands would also pick up that it is 'what women want' suggesting that it is the 'perfect' gift.
Uses and Gratification theory can be applied to the advert. The audience demographic demographic is constructed through the woman drawn. Women of the time are supposed to personally identify with her as future or current housewives who can identify the connotations given by the advert which will create the feeling that they have to buy the next best thing.
Stuart hall's reception theory can also be applied to Tide. The use of the woman being indirect to the audience connotes that he relationship with the Tide powder is of upmost importance further creating the sense of 'keeping up with the Jonses'. The dominant or hegemonic encoding of the advert's primary message and expectations is to be received by housewives.
This is idea can also be reflected in Cultivation theory- George Gerbner. Advertising developed significantly during the 1950s, in the late 1970s Gerbner commented on how these media texts affected audiences. Tide cultivates the idea that it is the best brand and that nothing cleans better or more is more desirable than Tide. Levi Strauss's Binary Opposites theory can be applied to the selling points on the page- 'cleanest' and 'whitest' instantly dissociates dirtiest and darkest to the cultivated audience.
This is the front of the Daily Mirror ‘red top’ newspaper when the news that Donald Trump Was elected as the next president of America. The main image is of the statue of liberty with her head in her hands, this suggests instantly that something has gone wrong in ‘her’ eyes, and seeing as she is the most famous landmark of America that shows power, freedom and of course liberty suggests that it is a big mistake. Furthermore she Is a greyish colour which contrasts to her usual green perhaps suggesting that she has been drained or she is ill.
The headline of the newspaper “IT’S PRESIDENT TRUMP…” doesn’t suggest that anyone is pleased with the election results the ellipsis suggests surprise or disappointment. The strap line "What have they done?" is perhaps linked to the statue of liberty as the expression suggests that this could be her question too.
The front of The Times newspaper has a similar tone. A third of the front cover shows Barack Obama, the well respected and successful predecessor to Trump, and Donald Trump who is the next/current president of America. The image has been chosen because Barack Obama looks unhappy with Trump winning the election, and Obama is often seen in a good light to the public.
The headline 'Meet the Apprentice' suggests that Trump could learn from Obama and is perhaps bellow him. This could also be decoded as Trump is only just beginning. At the top of the page there is a blue jump-line: 'How much will your house be worth next year?' This line is effective because it is short and personal.
Obviously the intended audience are not Trump supporters. Both newspapers have elements that suggest that they are against Trump by framing american patriots to show they are distraught. The unintended audience (Supporters of Trump) may decode these messages differently. They may not see Obama in the same light as the intended audience and therefore decode this as Obama somewhat 'losing' as Trump and Obama have had many disagreements.
Claude Lévi-Strauss (1908-2009) was a french anthropologist whose work helped develop the theory of structuralism and structural anthropology.
Structuralism = a method of interpretation and analysis of aspects of human cognitive, behaviour, culture and experience, which focuses on relationships of contrast between elements in a conceptual system.
Binary Opposites
One of Strauss's most famous theories is his theory of Binary Opposites. In the the mid 20th century, he and Roland Barthes came together and worked out the way we understand certain words does not depend on so much their meaning that they directly contain, but much more by their direct opposite as they call it 'binary opposites'. They stated that words simply act as symbols for society's ideas and that the meaning of words is a relationship rather than a fixed thing.
This idea can be applied to this 1950s Tide advert. Down the right hand side there are three paragraphs that have more factual information than the rest of the ad. The bold words is red are what Binary Opposites can be applied to. As an audience when we see 'cleanest' we instantly dissociate the binary opposite dirtiest, when we see 'Brightens' we instantly dissociate darkens and so forth.
On the day that David Cameron resigned and Brexit began. The front of the Daily Mirror, a very right wing newspaper, contains a photo of David Cameron and his wife. Cameron is not in focus, perhaps suggesting that he is irrelevant. However his wife Samantha Cameron is in focus and is looking concerned. The focus is perhaps on her to represent us as an audience who are feeling the same way her face suggests. The main headline 'So what the hell happens now?' is very eye catching and is perhaps a question that we as an audience are also asking. This is a typical question to ask for a right wing newspaper. The newspaper's headlines are also very personal, 'find out what leaving Europe actually means for you and your family' is compelling as it appeals to a wide audience.
The same theme is also addressed in the Guardian, a very left wing newspaper. On the cover, two thirds of the sheet is taken up with another Brexit issue. In the centre of this section is what looks to be a staged photograph of people reacting to the news. This is eye catching to the audience as it instantly draws there attention as it makes it seem as if there is some shocking news inside. To the left of the photo there are smaller headlines which are equally as eye catching such as 'pound plunders by 9% to lowest level since 1985.' Above the picture the headline 'Cameron faces fight for survival as Britain sets course for Brexit' suggest two things about David Cameron. 'Cameron faces fight for survival' suggests that Cameron is facing a leadership election or that his party and the country are doubting his ability to successfully keep the country in Europe.
Newspapers in Britain still have a certain trend which date back right back to when they first began. Newspapers have often been created for certain audience: upper class, middle class and lower class. Because of the education system 100 years ago, those in the lower class were much more uneducated than those in the middle and upper classes, so the newspapers are created with less text and more images. An example of this is 'The Daily Mirror' at the top of the post. The following page in the hyperlink bellow differentiates each newspaper to their audience and there political status. https://www.eupedia.com/forum/threads/32762-Who-reads-which-newspaper-in-Britain
AMC released the first season of 'Humans' in 2015 on Channel 4 and once season 2 was released an unusual marketing scheme was produced. The aim of the promotion was to produce what seamed to be real-life banners, and trucks from the show.
The use of this unusual marketing campaign creates a vast reach across a number of different platforms. The audience may enjoy the mystery of some of these features such as the ability to buy their own synthetic human, more dedicated fans of the show may enjoy the unique interactivity with this marketing.
