Monday, 31 March 2014

Audience Homework essay

analyse one of your coursework productions in relation to audience

This is an analysis of a main product which is a regional fashion magazine that was created in A2. Starting with the front cover, I think that the chosen representation and target audience match well. The target audience is females aged 16-25. The front cover uses plain but effective colours such as pink, white, and black. This is to give a stereotypical fashion magazine look to attract females. These colours were used to make the whole presentation appear neater as too many colours tend to look messy and unprofessional. Typically speaking, girls appreciate pink and boys appreciate darker colours such as blue or green, but this magazine has used a mixture to even it out. It has black and white as well to match the model's skirt. She wears a pencil skirt as this is to make her look smart and well dressed, this can give a good impression on younger girls as she appears respectable and powerful. The target for age range (16-25) is being met through this front cover because it includes features for all these ages such as; a 20 year old model the older ones can relate to, a fashion story section for everyone, and the younger themes presented (colours and layout) that would typically be found in a teen fashion magazine. 

The contents page doesn't include an image which makes it harder to judge whether it is age suitable or not, however it does have a layout that would be found in a young girls magazine based on the stories it includes. The colour scheme (pink, black, white, and purple) is commonly found in fashion for women and girls. This page could be thought to attract the younger audience such as the 16-20 year olds. The magazine throughout tries to include features that each sub age range would prefer (16-18, 19-21, 22-25) these are the separated categories that make identifying the precise age range that something is targeted for. The majority of the magazine includes all age ranges together, however some parts such as the connotations of the colour scheme can be seen as a little bit young for the older audience. 

The double page spread has two images. Starting with the one on the left I can see that the immediate connotations, regarding audience, is that she is a 20 year old woman who is being inspiring to those of the same age or younger as she has accomplished a task that people her age would not necessarily have the chance to do. Becoming a popular fashion designer at 20 is an astonishing thing to do which may persuade girls her age to try the same thing who are interested in fashion. This can grab the specified audiences attention as it is an interesting story to those who enjoy this genre of magazine. The magazine focuses on what girls that age want to read and manages to add factors in that would achieve this, on the other hand, some parts may not be suitable for all the ages trying to be attained as they are specific to one not the other and this can draw interest away from those who the magazine doesn't cater for all the way through. The right hand image is also aimed towards the older target audience who are 20-25 as she is quite casual but stands with her head looking at the shirt to show the red off as it is a significant feature. This is a stance you would typically find in an older fashion magazine as the younger ones tend to be imitating the older magazines and look a little less professional, however I think this image suits the page. The colours are a bit more dull but in a good way as it's purpose isn't to keep people interested using colours but rather with the text instead. 

Overall this fashion magazine meets the target audience and their expectations but it has separated some features in terms of age and how they attract each range in a different way. I think it could have been more specified to a specific age range such as 16-20 but the extra older audience gives more of a variety into what can be shown and creates a larger demographic. Most of the featured used are appropriate to the age group and I think this magazine includes a good presentation and layout for the genre it is, regional fashion. 

Theorists to apply to my work

To use in my work:
Narrative- Barthes and Strauss
Audience- Hall and k/lazarfield 
Genre- Neale and Altman 
Media language- Barthes and pierce


*Further research into Barthes and Strauss (Narrative)

Barthes- is my work open or closed? open-unravelled in many ways closed- only one obvious answer
enigma codes- refers to an element that is not explained and raises questions
semantic- additional meaning by way of connotation
symbolic- new meanings from conflicting ideas

Strauss-Binary opposites, showed that two opposites can conflict 
applying to my work- The two genres are binary opposites - feminine and indie/rock
they conflict because the two genres have completely different connotations and they usually aren't seen together



*Further research into Hall and, Katz and Lazarfield 

Hall- reception is changing due to genres and attitudes changing with time
The role of social positioning in the interpretation of mass media texts by different social groups
preferred reading- shares the same idea for a text/media product
Negotiated- partly understands the original message but not always agrees
oppositional- complete opposite of original texts and may go against the ideas

Katz and Lazerfield- two step model 

  1. The mass media 
  2. passes onto opinion leaders who state an opinion
  3. then the individuals decide to agree with one opinion creating separate groups with different ideas 


*Further research into Neale

Neale- genre theory "genres are instances of of repetition and difference"
"there would be no pleasure without difference"
He thought that repeating conventions in genres provide pleasure but if they differ slightly this can be unexpected and provide more pleasure from the unknown. 

representation

THEORISTS-
Schollhammer- 2001 little miss busy/mr
Lippmann- Stereotypes
Gauntlett- self identity
Hall- encoding and decoding
Mulvey- male gaze
Butler- gender is constructed
Barthes- mythologies and semiotics
Dyer- stereotypes
Connell- 4 types
Bly- deep masculine

Narrative
Todorov- narrative structure
Barthes- enigma code
Propp- character types
Strauss- binary opposites
open/closed linear/circular

Audience
Hall- readings
Morley- readings
Ang- dallas
Katz and Bulmer- uses and gratification
hall- perception theory
Katz and Lazarfield- two step flow
Dyer- Utopian solution

Genre
Goodwin- music videos
Fiske- categories
Neale- genre changes
Altman- no pure genre
Chandler- themes/structure/setting
Buckingham- genre changes constantly
Metz- model of genre development

Media language
Pierce- semiotics/ symbols/polysemic
Barthes- semiotics adapted saussures work
Chomsky- Langue and parole
post modernism - intertexuality

To use in my work:
Narrative- Barthes and Propp
Audience- Hall and k/lasserfield 
Genre- Neale and Altman 
Media language- Barthes and pierce

Monday, 24 March 2014

*Analysing my product by GENRE (homework)

My magazine falls under the genre of a classic woman's fashion magazine. However it also contains some elements of rock (in the text) and indie (from the double page image). This is known as a hybrid and the reason I did this is to include both of my other products together. My website is typically feminine and my billboard comes across as subtly indie-rock. By combining the two genres I have created a magazine that would typically attract men through indie and rock conventions but I have added feminine features such as the model and colours, which attract females more. The front of the magazine, at first glance, looks to be a typical woman's fashion magazine as it includes conventions like the colours pink, black, and white that are commonly found in a fashion magazine for people aged 16-25. However, the double page is portrayed as more indie than anything else. This is because it uses the same black and white but replaced the pink with red. Red is mostly associated with the punk/rock genre. By incorporating these colours in the double page spread I have displayed a second genre in my magazine. This could be seen as a hybrid that combines two opposing and unexpected genres together. Altman explained how genre never stays the same and it always changes through time. I think this theory applies to my work because there never would have been a feminine indie/rock fashion magazine in the 20th century. As times have changed it is more common to find the rock/indie genre in a range of magazines that you wouldn't necessarily find in certain magazines. 

Buckinghams theory is similar to Altman's in which he thinks genres adapt to certain situations and time periods. The genre of indie and rock is becoming more popular especially with females so I decided to make a hybrid of classic feminine indie rock. I think my magazine belongs partly in the classic and partly in the experimental phase as suggested by Metz. It is classic because the front cover contains all the conventions of a stereotypical woman's fashion magazine as my model is in feminine clothes looking powerful and bursts of pink surround her. On the other hand there are different conventions in my double page spread which is the part that contains the genre of indie/rock. My model wears a red plaid shirt with jeans which is becoming more popular in the genre of indie. The other side of the page shows my model wearing a black and white stripy dress which is quite feminine and therefore fits in with the experimental theory. I have tried to create an unusual genre which could prove to become quite popular within time. My magazine contains these unusually put together genres because I think that it creates an original and interesting new genre that is becoming more popular in the 21st century. 

The double page as a whole is coming away from the typical feminine look but I have still included a male gaze element (Laura Mulvey) by putting my model in a revealing dress which shows some flesh more than the other images. From this I can say that my double page contains features of a classic womens magazine but twists the connotations into being indie/rock. The 'rock' genre comes from the use of my chosen colours (red, black, and white) and the text. In the text I have mentioned Oliver Sykes who is part of the band Bring Me The Horizon, a punk-rock band. I incorporated the fact that Rebecca, the model, has worked with him on some level. I then explained some clothing lines she created which contained hints of punk. The right hand side image on the double page shows how she has not got as much femininity as she wears jeans and a red plaid shirt, stereotypically worn by men. My contents page is quite simple and doesn't have an image, however the connotation of this page would be that it follows the pattern of a females fashion magazine due to the colours pink, purple, white, and black. This is an example of a classic genre. 

Gunther Kress' theory comes into my product as well as he states that society is ever changing and so genre changes to suit. My magazine has combined two opposing genres that have unexpectedly joined together and created a new 'look'. The reason why these oppose is because the classic version would be very girly and have the colours pink and purple all over, but the punk side is mostly black and white and when combining the two it creates a whole new look for a fashion magazine. I would class my product as an experimental genre as well because I'm trying to create a very unusual and rare type of magazine that would hopefully be more popular in the future as genres change. The magazine's contents page is typically a classic in terms of layout and colours. I purposefully used the feminine colours to suit the front cover of the magazine and to carry the theme throughout that eventually alternates into the indie/rock genre. Metz also introduced the deconstructive genre which can include lots of different genres together in small parts. I have considered that my product is this genre as well, but I think, with having two genres, my magazine fits into the classic and experimental genre the best.

Overall this combination of differentiating genres creates an original magazine that has used conventions of a fashion magazine to attract multiple audiences. It can be argued that the feminine and indie/rock genre do not suit each other well, however I would disagree as both genres are becoming increasingly popular in the 21st century. More magazines are combining two genres together that wouldn't have necessarily been seen before. An example genre is soft grunge. This is the combination of a feminine look with a pop/punk look added. This is also similar to indie/rock with a few fashion differences. 

Genre theory

Genre theories-
classification of media texts into groups of similar characteristics e.g comedy, war, action, rock, R&B...
iconography- sign that would indicate the genre (horror: screaming, blood, killer)
hybrid-joining some together-romcom
in the interest of the producer

Altman- genre no longer exists- always changes

Shaun of the Dead genres:
comedy
zombie
action
romance
horror
disaster


other theorists-
Gunther Kress
Lacan
Freud

Chandler- themes or settings - sci-fi, star wars- includes: characters, setting, iconography, themes, narratives and actors. examples for actors typically used in certain genres. Will Ferrel- comedy
Neale- genres are instances of repetition and difference, differences are essential to the economy of genre.
Buckingham- not simply given by culture, genre has to keep changing and adapt
Metz- 4 phases of existence for genre- language and genres 1974 book-
experimental
classic
parody
deconstruction

Goodwin- 8 principles
links between lyrics and visuals
links between music and visuals
genre characteristics
intertextual reference
notions of looking
performance based
demands of the record label


Audience and genre
enjoy watching something of a similar genre but because we know what will happens but still gets enjoyment.
Debra knight

Fiske- classified genre types (1939 born)
defines genres as attempts to structure some order into the wide range of texts that circulate in our culture

Saturday, 22 March 2014

Narcissistic identification

Narcissistic identification is the form of identification following abandonment or loss of an object.
In media, narcissistic identification refers to the experience of being able to put yourself deeply into character so that you can feel the emotions of the character you're suppose to be playing.
-Freud 1910

Friday, 21 March 2014

Connell's types

gender and power -1987
masculinities -2005

Hegemonic-
examples: superman
wolverine
batman

subordinate- opposite of really manly in a man (Associated with gay types)
example: David Walliams
Rylan

Monday, 17 March 2014

Audience theory

emleslieboddy.blogspot.co.uk- help


Outdated?
these models were introduced 30 yrs. ago (uses and gratification, hypodermic needle etc)
moving on from media texts - what is your media choice and what uses have they got

Morley's nationwide study-
how different audiences respond nationwide
audience brought complex knowledge to texts they were consuming
year of Morley's theory 1978

Ang's Dallas study (1985)
she found 3 categories
- ideology of mass culture
- the ironic or detached position
- ideology of popularism

Utopian solution 1977
-entertain, amusement to escape from real world, escapism. To show an alternative lifestyle.

Cohen 
'Effects' debates and moral panics
panics about the effects traced from 18th century
panic that children would become something horrific they had witnessed.

Audience position-
Media addressed the audience- mode of address
Position-privillaged

research
Gray 1986
Geraghty 1991


Christine Geraghty- The first major study of the roles of women in soap operas. She examines the relationship between the narratives on the screen and the women viewers who make up the traditional soap audiences.

Ann Gray- use of TV, how women took pleasure in texts that focused on personal relationships and men were perceived as disliking texts which were openly displayed.

Bandura- 1977 He believed that humans were active information processors, he studied that children observed other behaviour and they reacted to it by copying. (aggression in violence) It was illustrated through the Bobo doll experiment.

Friday, 14 March 2014

Male representation (fight club notes)

Section B: The exam

Conell's types:
-hegemonic: Possibly sexist, agression, supreme, heterosexuality
-subordinate
-marginalised
-complicit- admires hegemonic but doesn't have the hegemonic type

Repressed male rage- angry about women becoming stronger

Fight club example clip:
Key things to look for: Narrator and Tyler and Bob
-their costumes and working environment and personality
-and the narrators power animal and what it suggests 

  • Bob has a feminine personality (cries, is made fun of for having feelings) subordinate
  • Narrator is very stubborn and manly but then opens up through therapy
  • Power animal is a penguin 
  • Tyler is the most masculine, bossy, mysterious, less considerate, aggressive manner, lives in a run down place
  • Doesn't allow shirts 

Monday, 10 March 2014

Audience theory (uses and gratification)

section A: 1b

Key theorists:
-Hall- audience theory/preferred, negotiated and oppositional reading
-Katz & Bulmer
-Morley
-Ang
-Katz and lazarsfield

Haloran quote "we must get away from the habit of thinking in terms of what the media do to people and substitute for it what people do in the media."

audience affect
magazine sales- manipulative content (women's magazines show women's bodies that are unrealistic for other women to follow because this is conceived as beautiful)

the effect on audience from the media: negative
-unrealistic images/representations
-negative portrayal of low working class- Jeremy Kyle show (quick to judge)
-Gate keeping (allow story to got through even though it might not be true)
-Dangerous/censorship
-video games- violence/addictive
-Horor films- people killing/ warping minds

effect on audience- positive:
-informed
-educates you
-entertainment (escapism)
-creative and inspiring


Passive audience-
Don't question what you are watching/ reading/ listening to
The hypodermic syringe model:
example 1930's war of the worlds/ nazis (info 'syringed' into them)


Active audience- choses media (which film, game, show) and questions it
Cultivation analysis: video games and horror- not shocked anymore/ desensitised/ become more violent

Two step flow model:
1st step- opinion leaders (gives info/ story)
2nd step- audience (we just accept it)

Situated culture: terminology:
- Friends (influence an opinion) could persuade you to think in a certain negative way
- Family (influence behaviour) politics, religion
- Routines (reflects lifestyle)

cultural apparatus- dominant institution such as government uses culture to impose vales, definitions and opinions.


Primary media - we pay close attention to the media involved
(cinema) you can only watch the film
(book or magazine) can only read the pages

Secondary- Media is in the background
(TV) when not watching
(Music) in the background

Tertiary-  something we are not aware of
(Billboard, subliminal messages)
(ads on buses or buildings)


Uses and gratification theory- 4 needs and motivation to fulfil
*diversion- this is entertainment, relaxation and something to do
*personal relationships and social interactions- audience involved in social lives, observe a range of relationships, audiences learn responsibility
*personal identity- people can identify with characters, audiences can make comparisons between themselves and characters to see similarities
*surveillance- media provides education and information to help the audience know whats happening in the world.

*OWN RESEARCH*

*Reception theory- Stuart Hall  (theorist)
This theory is about how media texts are encoded with meanings and decoded by audiences.
Sometimes the meaning is decoded correctly or incorrectly. If they are not correctly decoded (the way the media wants them to think) it could be because the text was not understood, misinterpreted or can have more than one meaning.

Copycat theory- individuals may act out what they see 'modelled' on screen.
Ang- media isn't about audiences

*Internet society-p112 quote

recap through theories-
Audience theory
Butler Theorist and Barthes (representation)
Copycat theory (audience theory)
Decode (audience theory, language)
Equilibrium (structuralism)
Feminist
Gauntlett (representation)
Homophobia (representation)
Interpretation
Jeremy Kyle (representation of working class)
Katz
Lippman and Laura Mulvey
Masculinity (Representation)
New equilibrium (structure)
Opposites theory
Propp (8 character type)
Queer theory (representation)
Reception theory (Hall)
Scopophilia (wider audience gaze)
Todorov (Narrative structure)
Utopian solution (audience)
Villains
Walter Lippman (stereotypes, shortcut)
Xenophobia (fear of foreigners, representation)
Youtube (social media)
Zebras (binary opposition, black and white)

Friday, 7 March 2014

representation of masculinity

Section B contemporary media issues

What does masculinity mean to you?
- powerful
- strong
- dominant
- physically fit
- active
- well groomed
- possibly facial hair

representation and ideology-
ideology is about beliefs (links to marxism)
meanings and values are implicit
denotation and connotation links to Barthes
masculinity and femininity created by society- Barthes' mythology

Levi Strauss- Binary opposite
-"All representations have ideology behind them, certain paradigms are encoded into texts and others are left out in order to give a preferred reading."

Stuart Hall's theory-
preferred reading
oppositional reading
negotiated reading

MASCULINITY EXAMPLES:

Sean Connery- James Bond:
Always with a woman
shirtless
with guns
smoking
hairy chest
powerful
womaniser
in control
not phased by murder/death

Mulan:
I'll make a man out of you
Wants sons not daughters
General is a fighter and shirtless typical power
small children would think that General should be how they look
viscous and agressive
hide their emotions, dark nature
raging fire- out of control and destructive
being emotionally detached is a typical representation of men

John Wane- The Searchers:
Courage
Power
rough voice
'dare to challenge'
shouts, loud voice, authoritative

(slightly different representations)
Scott Pilgrim Versus The World:
higher pitched voice than the girl
less power over the other girls
not represented as masculine because he runs away
stereotypically nerdy
Physically not as fit as the other male characters
Seen as very feminine
The women are quite dominant over Scott

Shaun Of The Dead: 
Quite feminine at first because they scream and are terrified
They are lazy and not really well groomed
Then Ed kills the zombie and seems masculine
Quite angry, gets up close and personal
not afraid to be violent
physically bigger

Sex and Gender representations:
Sex refers to the biological and phycological characteristics that define men and women
Gender refers to the socially constructed roles, behaviours, activities and attitudes that a society thinks is appropriate for men and women.

Stereotypes act like codes (shortcut)- Walter Lippman
Trying to reach a wider audience

Dyer- wasn't pleased with the way we are stereotypically represented

Reduce a wide range of people to adjust the stereotype
reality reinforces stereotypes
Minority groups have little to say about how they are stereotyped

NMA- killer heals advert (how its represented)
Levi bootcut jeans- Men are submissive and dominated by women
Carling advert- Women are manipulative powerful and dominant, men do what they are told and are submissive



Wednesday, 5 March 2014

Representation question- Essay

Question 1
Analyse media representation in one of your coursework productions.
-regional fashion magazine

I positioned my model on the front cover to look very powerful as a strong female character, this was achieved as she looks down on the camera as well as the audience. It gives the impression that she is taller and therefore has more authority. At first glance of the model she appears to be smart which is the opposite of what people expect on a fashion magazine with a woman on the front. The connotations of a woman on a front cover, if she has more than average amount of skin showing, is that she is dominated by the male gender and she is only there to provide men with pleasure from watching. This is known as male gaze by the theorist Laura Mulvey. In an attempt to alter our perception of how we see women on the front of magazines I have used a low angle medium camera shot to represent Rebecca as being the dominant one. Usually females are to be seen looking straight at the camera or below them as a way of objectifying, especially if they have sexualised clothes. However in my magazine I want to convey just the opposite as she can be a role model to the young girls who I aim to sell the magazine to.

My magazine is aimed at women and to do this I created a typical theme of colours such as pink, black, and white. These colours also occur on the average fashion magazine as they represent a woman's magazine due to the connotations of the selected colours and association with the female gender. I chose these colours as I researched many fashion magazines which showed that my colours corresponded with theirs. Society has created a stigma where girls have to wear pink to be girly or feminine. In my magazine this is not the case. I have the colour pink involved but my model doesn't wear this colour as she does not need it to appear girly. This is further explained in my double page analysis with the colour red. The denotation of using pink in my magazine is that I think grabbing the audience's attention is a primary objective in which I used the bright colour pink to stand out amongst the black and white. I was going to chose red but instead I used this for the double page. The connotation of using pink could be completely different in the fact that people associate this colour with girls, but this is not the reason why I chose this colour. 

My models wears a striped, long pencil skirt which can mean two things. One, it elongates her legs and body so she looks a lot taller than she really is thus creating a sense of power and strength over the audience. Two, the pencil form of the skirt suggests formality and intelligence which can be seen as a role model for other women who buy the magazine. A pencil skirt is most commonly associated with intelligence because is has a 'formal business' look and is taken seriously but also has male gaze included as parts of her legs will be shown.  However, on my magazine, I have cut the image so that her legs are barely visible because this magazine is tailored to represent women in a positive strong light, and not for the males attention. My intention was not to create a male gaze but instead for women to aspire to be like her and have her sense of fashion. The over the shoulder jumper, on the other hand, dresses her down a bit to a more casual level so she doesn't appear to be too serious or overpowering because my target audience is for young women of ages 16-25. I think that if my model dresses too old she will not grab the attention of the audience as expected. As younger people are found to dress older than they appear in todays society, I have created an outfit tailored to suit the tastes in fashion of those aged 16-25. My model represents the older side of about 20 as this is her age and she is made up to look this particular age. I did this because it is in the middle of the age range and Rebecca's overall presentation can represent the young and older as well. 

The left hand side image shows a medium shot of my model, Rebecca, who wears the same dress but without the jumper on the top. This exposes more of her skin, however, the front cover image has already gave a first impression of her strength and power so this pose is purely for making her look stronger in a typical 'objectified' position. I achieved this by making her have a dead stare into the camera with a slight smile as an invitation but her hair covers some of her face, this makes her appear quite feminine without the use of the colour pink or exposing her skin in a way that existing fashion magazines do. For example, a model with her hips/waste showing or the majority of her legs. The soft light on the side of her face also shows her to be feminine and pretty and the direct eye contact makes a personal address with the target audience. Young girls may aspire to be like her.
The right hand side image has Rebecca looking down on her shirt to direct the attention to her red shirt. This links in with the colour scheme of red which will be explained in the next paragraph. The reason I chose to do one medium shot and one long shot is because it shows a variety of poses that she does to show off her clothes and face.

I used red because it's a very powerful colour and represents her personality as fiery. The eye contact on the red traces the audiences focus on the shirt which I have made up to be one of her designs. This particular shirt is not an obvious female choice for clothes as it doesn't convey the typical conventions of a feminine article of clothing. We would see men wearing this kind of shirt more often. This, therefore, shows that my intention was not to make Rebecca seem in any way, in this particular image, girly. The red is neither a strictly male or female colour so the immediate representation of her in this photo is that she is becoming of importance without the use of objectifying or stereotyping. I stuck to plain colours as much as possible because in my personal opinion I think that calm colours tend to make the magazine look more professional and target my audience effectively. If I had used bolder and brighter colours such as greens, blues and yellows then it would not seem like enough effort went into it as it could have. The consistent use of the colours black and white carry a theme throughout. This is also shown in my billboard so my target audience can link each product back to one another. The white shows up really good against the red and black which I used consciously knowing that it is an easy colour to read from. The text is really important to the story therefore it is quite imperative to make sure all the writing is clear in terms of colour co-ordination and font clarity.

As mentioned above I used the colour red as a focal point. The rest of the right hand side image is in black and white. I did this to get the attention of the readers to follow the red writing and onto the shirt, in between is the text which would hopefully be read as the writing is in one top corner and the shirt is in the other bottom corner. I dressed her more casually to represent her as casual but she also has an elegant side. In this case I have shown her on the left hand page in the same dress as the front cover, but I have taken the jumper away. I used a medium shot to show the upper half of her body. This image could be seen to use male gaze by the theorist Laura Mulvey as she is wearing a cut out dress. However, this wasn't my intention as it is aimed at primarily females. I did this kind of shot to emphasise the beauty side of her. I have displayed her hair as soft and light from the light behind her. She has the typical blonde hair blue eyes beauty that I wanted to strongly convey as this magazine aims to inspire and act as a role model. The type of shot I used, with her head to the side, is an invitation and presents her as friendly as she has a slight smile. The image also blends in with the white of the background which creates an illusion that this image is attached to the whole page instead of a separate one. In my opinion I think that this can look more professional rather than having the image suddenly stop. 

Tuesday, 4 March 2014

Ideology and Hegemony

Ideology-
An ideology is a world view, a system of values, attitudes and beliefs which as individual, group or society
holds to be true or important. Media texts always reflect certain values or ideologies though sometimes we may not be aware of this. An example might be that in some texts, such as action films like Die Hard, solving problems with force is seen as an acceptable value and reflects a certain ideology.

Hegemony-
Leadership or dominance especially by one state or social group over others. Hegemony means a position of power or leadership in a given situation. Disney would be hegemonious in the world of Film entertainment because they are a very big and powerful company with a lot of viewers.


Monday, 3 March 2014

Postmodernism and Marxism

postmodernism-
A style that breaks from conventions and freely mixes and blends old styles.

key words:
Pastiche- parody
Bricolage- collection of images
irony- self-consciously does the opposite
reflexivity- refers back to itself
fragmentation- media is broken up into non chronological order (time)
intertexuality- texts make references with other texts

Marxism- 19th century- his ideas deal with social and economic power relationships and have been influential in economics, politics and sociology.

power was held within elites which needed the working class (minorities) to work and give them the power, the workers need the elites to give instructions. this was to maximise profits. (capitalism)