Media

• of multiple trustees are running the group guardian
• Pre-production


  1. Coming up with the idea and getting money together to make the film

  2. Gathering a team
• Production


  Filming with team
• Post-production


  Sound- dubbing, music, sound effects and any editing necessary before publishing/releasing it
• Bond NTTD


  28th James Bond film, cost $223 million to make, Daniel Craig's final movie, Produced by Eon Productions and Universal Studios
• Conglomerate


  Large company that owns smaller ones (e.g. Disney)
• Subsidiary


  Small company owned by a large one
• Quality Street: Regency era - new tech, companies etc.
• Furniture success in the regency era
• Stereotypes


  • Women - Stereotypically obedient, docile, sexual
  • Men - Stereotypically dominant, sexual
• Red - sexual connotations
• Suit - worn, hard-working
• She This girl can

  Feminist company, encourages girls to take up activities revolving around physical health
• Running, sweating, greasy hair against usual things classed as 'feminine’
• Social classes


  • A, B, C, C², D, E
• Edward Enniful, first black editor in Chief for Vogue
• Increased diversity in Vogue
• Some traditional ideas stayed (gender, race)
• Malala Yousafzai


  Fought/fought for girls' educational rights, shot in the head by the Taliban in 2012, sent to Birmingham hospital to recover, reported to BBC news before incident, worked on front cover of Vogue
• Raheem Sterling


  Footballer, MBE 2021, 29 years old, Chelsea F.C, #fightracism campaign, victim of racism, challenges usual ideas surrounding professional footballers (ideas about arrogance, self-absorption)
• 4 ways non-white ethnicities are presented

  • Dangerous
  • Exotic
  • Comedic
  • Varied
• Anchorage text helps the reader to understand the text/media source
• Vertically integrated companies


  A company that produces, distributes and exhibits
• Horizontally integrated companies


  Bigger companies that own other smaller companies
• Distribution


  The method by which media products are delivered to audiences, including the marketing campaign
• Laura's male gaze theory

  Archetypes: a sexual object (attractive to men), a motherly figure (craving care of men), a threat to men / femme fatale (dangerous woman)
• Demographic audience


  Age, gender, income, education and occupation used to define target audience
• Psychographic audience


  Way of thinking, beliefs, values, attitudes and lifestyles
• Social classes


  • A - Upper class
  • B - Middle Class
  • C - Lower Middle class
  • C² - Skilled working class
  • D - Working class
  • E - Lowest level of subsistence
• Synergy


  A marketing strategy where two brands work together to sell each other's products, increases marketing power (e.g. Lego and James Bond)
• Mise en scene


  Costume, lighting, props, setting, framing, gesture/movement, make up, facial expressions
• Historical context


  • Period of prosperity Britain was entering in the 1950s, post WWII
  • People in this context were becoming more able to afford luxury items such as chocolate
  • 1950s consumers were being presented with more choice in a range of products (linking to the advert's emphasis on "18" types of chocolate)
  • The 1950s as a period of 'second wave feminism' following changes to women's roles in society during WWII
  • Entertainment and the arts were also developing in this area, perhaps linking to the advert's use of theatrical characters 'Major Quality' and 'Miss Sweetly'
  • These icons also act as a reference back to the Regency era of British art and history
  • Social changes including the rise of wealthier 'middle classes' could be linked to the central characters' dress codes
• Though the dominant messages in the Quality Street advert

  Reinforce patriarchal ideologies (the man as 'provider', bringing home the chocolate for the women)
• What is the male gaze in feminist theory?


  It states that cinema narratives and portrayals of women are objectifying and limiting to satisfy men's desires.
• How does the male gaze affect the portrayal of women in cinema?


  It defines women's identity in relation to male characters.
• Who developed the theory of the male gaze?

  Laura Mulvey
• In what contexts is the male gaze theory applicable?

  It is applicable to the analysis of art, literature, and other media.
• What are the three perspectives combined in cinema according to the male gaze theory?


  • The perspective of the camera: framing and visual elements determined by men.
  • The perspective of the audience: spectators viewing cinema in dark theatres.
  • The perspective of the characters: experiences that allow interaction and understanding.
• What does the perspective of the camera involve in the male gaze theory?


  It involves the inclusion, exclusion, and framing of scenes by the director or camera person.
• How does the audience's perspective contribute to the male gaze?


  It encourages spectators to lose themselves in the story and take on the camera's perspective.