Media blog 1

Read  this extract from Media, Gender and Identity by David Gauntlett . This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media. 1) What examples does Gauntlett provide of the "decline of tradition"? Identity is more fluid and transformable than ever before.The gender categories and roles have not been shattered but there is more space for a greater diversity of identities. 2) How does Gauntlett suggest the media influences the way we construct our own identities? The media provides numerous kinds of guidance in a subtle way that suggests ways of living life. 3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values? Traditional attitudes may be scarce amongst the under 30s and conservative attitudes are developed as people get older and their at

1) How does Mistry suggest advertising has changed since the mid-1990s? Mistry suggests that since the 1990s  advertising has increasingly employed images in which gender and sexual orientation are marked ambiguous.There is a growing number of distinctly homosexual images. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? The stereotype for women in the 40s and 50s was to be a housewifr, raise the children do the housework. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? The increase of make up and clothes was used to objectify women in adverts as well as creating a new expectation for women to look look visually attractive and sexually available. 4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? Laura Mulvey's theory of the male gaze suggests that scopophilia was organised and created by the society's patriarchy which normalises the

1) What does John Berger suggest about advertising in ‘Ways of Seeing’? Berger suggests that advertising seeks to make us dissatisfied with our present selves and promotes the idea that we can buy ourselves a better life. 2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to? When advertisers offer an image of the consumers life being better and more glamorous with that product it is trying to sell which can be done through cynical manipulation. 3) How was Marmite discovered? It was dicovered in the late 19th century by a german scientist. 4) Who owns the Marmite brand now? The Cranemere group limited. 5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to? Marmite's 2003 advert featuring zippy can be linked to emotioanal appeal as it makes the audience feel nostalgic and reflect on their childhood. 6) What is the difference between popular culture an

1) Type up your feedback in  full  (you don't need to write the mark and grade if you want to keep this confidential). WWW: Q1 is superb:in fact you probably spent too long on it which may be a very useful lesson in timing for future exams/assessment. EBI:Q2 needs a little more theory(e.g Van Zoonen-and name Butler!) You also more examples but studying the CSPs will help with this. 2) Read  the mark scheme for this assessment  carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you didn't achieve full marks in a question, write a bullet point on what you may have missed. 7/8,9/12 Butler’s theory that gender is “a performance” – a pattern of repeated acts or rituals. Here,  the expectation that women should be ‘good girls’ while men are allowed to be ‘bad boys’  reinforces the restrictive gender roles that are set from childhood. This is then explicitly  reinforced in the text ‘The new feminine/masculine fragrance’ – suggesting that pe

1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert. The Nike advert uses Propp's character theories where the villain would be the struggles/difficulties each person is going through e.g weather and the hero would be Nike because it will make their lives a little easier and motivates them to be hardworking and fight for their goals.The advert also uses Barthes enigma codes to keep the audience engaged and interested because it has a story line with multiple narratives so the audience might be able to relate or sympathise to one of the characters and use them as inspiration. Lastly, the Nike advert uses Todorv's theory of equilibrium where the disequilibrium is the struggles the characters are facing and the new equilibrium is fighting through the struggles with the help of Nike to achieve their goals. 2) Read this  BBC feature on some of the people in the advert .