Abbie's Blog

This is going against hegemonic power as the woman is going against society rules  that women must shave their legs. Its breaking gender stereotypes  Breaking hegemonic norms A very extreme audience reaction became from this - she was threatened with death and rape because of her hairy legs Key theory 17 - Stuart Hall - reception theory  Preferred Reading = the 'right' reading of a media product - which can be enforced by positioning =  This concept has to be approached carefully: often texts intentionally have multiple meanings (polysemic)  Dominant reading (commonly held belief of society) = the audience agrees with the dominant values of the text and agrees with the values and ideology it shows. ( dominant and preferred are the same ) Negotiated reading = the audience generally agrees with what they see but they may disagree with certain aspects. Oppositional reading = the audience completely disagrees with what they see and rejects the do

Ideology = beliefs and values of a media text Intertextuality = shaping of a media products meaning through referencing another product Positioning = where an audience are placed within a media product Lexis = choice of words used Diametric opposition = completely opposite things Paradigmatic feature = aspects of a media text that demonstrate to the audience, the genre of the media product. How do codes and conventions create meanings in these adverts? Tide print advert = In the Tide print advert, there are many codes and conventions that create meaning. For example, the large picture of the lady shows her with her lips being pursed functions as a proairetic code due to the fact that it informs the audience that she is romantically interested in the Tide box so much that she wants to kiss it. This also acts as a symbolic code due to the fact that it shows romance. The lexis within the advert demonstrates the mode of address and the way the producers

The advert uses a mid-shot to show their full outfit to emphasise that the outfits look pretty and you won't look pretty unless you wear the outfit. The Serif font shows how the brand name isn't the most important part of the advert yet it's placed in the centre so you know where it's from Both females are skinny and have light skin which emphasises the stereotypical and hegemonic view that woman have to be like this to be attractive. However, the stereotypical view of all women having to have long hair is not presented within this advert due to the fact that the woman on the left has short hair. The mise-en-scene is very colourful which connotes being bold and daring. This further emphasises that if you buy these outfits you can become exciting and more attractive.  The hegemonic code shows that all young women are attractive which cultivates the idea that all young women are like this. There is no slogan within the advert due to the fact that the emphasis

Component one section A = Analysing media language and representation Component one section B = Analysing media industries and audiences Media language = analysis -------------------------------------------------------------------------------------------------------------------------- Audience =  why is media studies so preoccupied with audience?  - The audience is essential to any part of media due to the fact that without the audience it's not a media product - Audience expectation - every media product is created for a specific audience  - Media products influence their audiences - example of media amplification - when something is blown out of proportion - it's assumed that audiences are prone to manipulation Target audience = the specific group of people a media product is aimed at e.g. age range and gender.  Secondary audience = the group of people who may also watch/listen etc. a media product but it's not specifically aimed at them.  Producer w

Barnardo's 2011 charity advert  How is meaning created through the narrative? (way in which the story is told) Meaning is created through narrative due to the fact that the start of the advert shows a close up shot of the chair when the man is arriving with a very plain background which shows how he is in an office which suggests it is a serious thing they are going to talk about. Furthermore, the mid-shot is focused on the different people during the advert which connotes how the advert is all about their journey with the help from Barnardo's.  As well as this, as the man gets younger and younger, the audience are able to see how he has progressed mentally with the help from Barnado's which will entice the audience to give money to the charity. Can you identify any binary oppositions? A binary opposition within the advert is Young vs Old  What intertextual references are made? The intertextual references that are made within the advert  Can you apply Todorov’s narr

Narrative =  way in which the story is told Narrative = not JUST the story, it is also told through mise-en-scene, costume, colour, ideology, editing, music, gestures and graphics. -------------------------------------------------------------------------------------------------------------------------- Tzvetan Todorov = Narratology - Narrative Equilibrium  Equilibrium = a state of balance/normal  Might have an equilibrium at the start or end. Step 1 = Establishment of equilibrium Step 2 = Disequilibrium (something goes wrong)  in-between = The liminal period (neither good nor bad) Step 3 = Partial restoration of the equilibrium (things go back to normal yet nothing can go back exactly the same as somethings have changed. For example people may have died) Merlin  1. Merlin and Arthur are fine  2. Arthur gets stabbed and Merlin loses his magic 3. Arthur dies and everything goes back to normal  Narrative advantages =  - gives everything an order  - compelling - audi

Genre - a type of media product - governed by explicit rules. Hybrid genre - a combination of different genres for example horror and sci-fi = alien Subgenre - a genre within a genre for example psychological horror  Generic paradigms are aspects of a media text (for example editing, mise-en-scene, sound etc) that demonstrate to the audience what genre a media product is. (genre conventions) Iconography - things you can see or hear to do with a genre music genres = rap, pop, classical, alternative, rock, punk, heavy metal, jazz, blues, trap, drum and base, indie, retro, pop rock, indie rock, sad, techno, country, r&b, dance, remix, acoustic, musical, house, opera, movie, soul, gospel, french trap, grind core Generic fluidity = the way in which genres change over time  Kiss of the vampire poster = Horror - romantic horror - use of low key natural lighting - vampire is in it - use of the word "kiss" - mise-en-scene as woman is presented a desirable