PAPER 1
Cards (78)
- (Score)Quick facts- released in 1967- progression but still sexist- gender, sexuality, colonialism- intertextuality = James Bond- Roland Barthes = codes- hypermasculinity- Laura Mulvey = male gaze- targeted to younger generation- second-wave feminism
- (Score)context- 50% of population were under 25 years old due to baby boom so targeted towards younger generation.- period of slow transformation, second-wave feminism underway but still a male dominated world in mainstream media.- America undergoing social and political attitude changes.
- (Score)Narrative- young/white/skinny = desirable to male gaze- military uniform = manly, attractive, protective- women below man = reaching for him as a 'dependant'- sexual innuendo = gun point upwards, leopard skin (stamina)
- (Score)Media language- anchorage = colour palette linked to product/brand- advert = use the advert to tell a story- score = selling a lifestyle of success- intertextuality = reference other media product (James Bond)
- (Score)Post-colonialism - Gilroy- advert was produced in same year of decriminalising homosexuality.- 1500/1900s colonisation = where countries claiming and running other countries. The advert is trying to portray a country and culture they know nothing about, shown through the props and outfits.
- (Score)Goffman - female representations- superiority, domination and body language = mean shown in dominate positions, women shown in sexual/reclining poses with blank/inviting expressions.- dismemberment = female body parts (legs, chest, face) are used rather than full body.- voice-over authority = males voices are used in adverts (strict and authoritative.-representations = feminine touch, lying down, knee bend, tilted head or body, licensed withdrawal, infantilization.
- (Score)bell hooks - feminist theory- believes white, male, upper class people control the media industries and their values and beliefs are the ones seen in majority of media products.- believes those not these things will not see their values in media products meaning that whole group can be ignored.- can create prejudice and discrimination.- women of all races and social classes would need to rise up with men of all races for actual change.
- (Score)Gauntlet - identity theory- believes that while everyone is an individual, people tend to exist within larger groups who are similar to them.- believes the media don't create identities, but just reflects them instead.- suggests we use the media in order to "create, maintain, and revise".
- (Sephora 'black beauty is beauty' campaign)Quick facts- short online campaign- released 2021 on YouTube- rich history of black beauty- Masculinity, race, social context- Sephora = LVMH (conglomerate)- Sephora = more than 250 brands in store
- (Sephora)Key scenes- scene with the split shot with half modern representation and other half original designs showing heritage.- scene with drag queens getting ready with 'no beaten faces' subverting typical masculine ideas of makeup.- scene with 2 females and 1 male all dressed up in carnival outfits, dancing and laughing subverting typical gender role stereotypes (equality).
- (Sephora)Sephora background- French company founded in 1970- carries 250+ brands (Fenty, Nars, Too Faced)- taken over by conglomerate LVMH in 1997- named based upon a biblical female
- (Sephora)Context- short online campaign shining a light on underrecognized contributions of black influences in the beauty industry.- Sephora aims to educate, drive awareness and spark conversations about the rich history of black beauty.- black people spend $1.1 billion on beauty products annually so question is whether it is virtue signalling.- shown on YouTube = financial benefits of accessing target audience 24/7 through social media.- made due to search result being a horse when 'black beauty' typed in.
- (Sephora)Narrative- used to understand the 'story'- attempting to create desire for products therefore narrative helps audiences connect- has to be solid which is done through multiple shots embracing culture and heritage.
- (Sephora)Language- illustrates how conventions of advertising are socially and culturally relevant.- advert only distributed online reflecting how forms adapt to audiences and technology.- interested as response to #BLM social movement- different cultures shown in the video (black, Indian, Asian)- binary opposites = old & new, black heritage split screen, modern use of old inventions.- warm, cosy lighting implies caring relationships.- 'Black Beauty' = capital B shows black power
- (Sephora)Representations of race & social contexts- Black Lives Matters (BLM) was a social movement seeking to highlight racism. originated in America, backed by increase in unlawful killings (George Floyd), over 26 million protesting including celebs.- Sephora created strategies to amplify black voices, pledged to have at least 15% of its shelfs filled with black owned businesses.- LGBTQ+ movement = Sephora donated $1 from each sales of selected products to support these organizations.
- (Sephora)Representations of masculinity- recent decades have seen more inclusive approach with men being featured as beauty industry supporters and users.- Sephora helps 'normalise' the use of makeup to the male audiences.- drag queen scenes and carnival scene.
- (Sephora)Representations of influencers- digital generation consume media online so can be utilised by masses to influence others.- Sephora access huge followings, making the brand more human, more accessible, and community hearted.
- (Sephora)theory of Otherism- Otherism = process of some individuals/groups being labelled as not fitting with 'society' norms due to age, sexuality, religion, gender, identity, race, and political affiliation.
- (Sephora)hooks - feminism theory- under representations of being females and a person of colour, mostly over-sexualised.- Sephora goes beyond gender equality with its representations of black females all ages and sizes)
- (Sephora)Gauntlett - identity theory- beauty industry products deliver a 'transformation' narrative that encodes the concept 'we need to change', Sephora acknowledges there is more than one beauty type which aids audiences identity.
- (Sephora)Overview- icons responsible for trends today- Sephora celebrates and recognises black heritage- positive atmosphere = positive brand- 'join Sephora' = Sephora is a leading brand for inclusivity- Sephora focuses on messages rather than products.- Garret Bradley = director, used an all black production crew.
- (War Of The Worlds)Quick facts- Sunday 30th October 1938- Columbia Broadcast System- Based on 1898 H.G Wells novel- News and documentary conventions- World was on the verge of WWII- 30s/40s = radio golden age
- (War of the worlds)Radio benefits- One of the earliest forms of mass media- Originally used for delivering news, election results and music but now more for entertainment- Popular due to cheap production costs and immediate output- Percieved to be a 'blind' medium being only auditory- Flexible as it allows for audiences to multitask- Mass audience = mass hysteria
- (War of the worlds)Conventions- Radio conventions = adverts, talk host, competition, music, debates, travel updates, audience input- News conventions = weather report, musical interlude, special bulletin report, professor quotes and interviews, reports (grovers mill with sirens), police report ('40 dead')- Drama conventions = introduction 'prologue' read, science fiction, scripted, conversations, sound effects, discriptive dialogue, running narratives, distance countdown.
- (War of the worlds)Stanley Cohen - moral panic theory- moral panics are widespread anxiety that affects society. For example children playing violent video games leads to them becoming violent.- Media can have power and effect on the ideologies and actions of society and the media creates the moral panics- Laws were bought in to alliviate anxiety
- (War of the worlds)Stuart Hall - reception theory- Preffered = audiences understand the broadcast is completely fake therefore not affected- Negoitiated = have an idea on the fakenss but still causes a slight sense of panic- Oppositional = tricks audiences into believing the broadcast and that the world is ending or being taken over
- (War of the worlds)Overview- radio new to the 1930's and a mass media platform- 'realism' aim of producers with authentic elements- varied reactions with minor panic numbers, 2000 police calls- power cut at the same time causing more panic- some would have recognised novel but not many- today audience is more active so understand fakeness- true extent of broadcast unknown- audience reactions encourage by newspaper coverage
- (Newsbeat)Quick facts- transitional media product (online)- british broadcasting corporation (BBC)- TV, radio, mobile, online- 15-29 target age- ofcom regualtion- 12:45pm and 17:45pm daily- part of radio 1
- (Newsbeat)Context- funded by the license fee paid by UK households- broadcasted at different times to avoid competition- BBC provides 10 national channels, regional TV programmes, an internet TV service, 10 national radio stations, 40 local radio stations, and an extensive website- Lord Reith = first BBC director general "inform, educate, entertain"- Newsbeat is a multi-platform product with a website, twitter, and instagram
- (Newsbeat)Ofcom- regulator for communications and fair deals- independant from government, funded by companies- protects viewers from harmful, offensive content- "fair, fast and fit for the future"- monitor waves to ensure fair WI-FI, and post to ensure fair price and delivery- don't resolve issues with broadband- BBC license fee in not dealt with
- (Newbeat)Key words- Simulcast = the broadcasting of programmes across more than one medium or across more than one service on the same medium at the same time- Public service broadcaster (PSB) = broadcaster which provides information, advice or entertainment to a public audience without the attempt to make a profit with a strict remit, and expectation of being impartial and reliable. (Channel 4, 5, S4C, and the BBC)
- (Newsbeat)Audience- currently weekly audience = 8 million- target age of 15 - 29- speak clearly and simple in younger language- topics for target audience = mental health, injustice, pop- help offered and inspirational stories- interviews with celebs to help feature topics- Iplayer or BBC sounds = catch up- engagement levels high all links lead back to BBC- international impact (social media followers)- secondary audiences = Radio 1 listeners- Social media = Twitter (X), Instagram, Youtube
- (Newsbeat)Hesmondhalgh - cultural industries- media products exists only for economic purposes, states media is a risky business- introduction of the Iplayer has successfully bought the BBC into the digital age as audiences can access content any time- license fee ensures both diverse and niche content can be produced without risk
- (Newsbeat)Curran & Seaton - Ownership effects- media is owned by a few corporation hindering choice- BBC not conglomerate so has an impartial approach- minority audience catered for as BBC can take 'risks' as not seeking profits so inclusive.
- (Newsbeat)Gerbner - Cultivation theory- repeated patterns convince us the way things are repeated are 'true'- 'light' viewer = watches less than 4 hours weekly- 'dark' viewer = watches more than 4 hours weekly
- (Ghost Town)Quick facts- released in 1981- politics of margeret thatcher with high levels of unemployment and racism- mass riots- the specials = diverse members- intertextuality = Film Noir- spent three weeks at the top of the UK charts
- (Ghost Town)Context- released in 1981 and directed by Barney Bubbles, ghost town by the specials convey a specific moment in british social and political history.- the video and song are part of a tradition in protests in popular music, in this case reflecting concerns about the increased social tensions in the UK at the beginning of the 1980s due to the politics of Thatcherism.
- (Ghost town)Redefining genre- played a type of ska music known as 2-tone which was a hybrid mix of Jamaican reggae, American 1950's pop, and elements of British punk rock- popular in the late 1970's and early 1980's
- (Ghost town)Representations of race- notable for its mixed race band with both black and white members who all had equal parts within the video- stand against racism at a time of racial tensions- time that thatcher stated the UK was 'stamped with non-white couples
- (Ghost town)Representation of society- video is an obvious attack on dominant right wing ideology promoted by thatcher- instead of thriving, bright landscapes, the band travel around lifeless and bleak streets with shops and factories shut representing the social collapse of industries within the UK.- positions the audience to sympathise with the band members who are clearly struggling to survive.