P1: Media & Representation
Friday 3rd November 2023
L/O: to develop the language of media analysis
- Album cover
- Pop-rock
- Teens fans of the genre/musician
- Confident, Bold, Expressive
- Expression, Wearing Bright colours which stand out, Bright hair colour.
Our cultural knowledge informs us that this an album cover. Her facial expression implies that she is loud and angry. The doves, Roses and text saying "I'm not dead" have religious connotations, implying that she is similar to Jesus.
Media Language
Media Industries
Media Aundience
Media Representation
LIAR
In the album cover "royalty", we see a man with tattoos, a white watch, jewelery (ring, necklace, earring, nose ring), and a nice haircut. The watch and jewellery connote that the man is wealthy, as they are generally associated with higher class people. Tattoos have many connotations, such as wealth or ruggedness as long as an association with criminals. Also, the recent haircut implies that he has money, and is able to afford a nice haircut. Similarly, Lady Gaga is seen next to a shiny new motorbike, implying that she is wealthy. However, in contrast, her hair is messy and she seems to be disorganised and messy.
Thursday 9th November 2023
Semiotics:
L/O: to understand the terminology and theory needed to analyse music videos
Silence Of The Lambs:
Camerawork:
Over The Shoulder: conversation, allows that audience to follow the the conversation and see each characters reactions to what is being said.
Close-up of hannibal's face and starling's face: see Hannibal's insanity & intimidation, see how uncomfortable Starling is.
High Angles shot of Starling: chosen to show she is less powerful, she is intimidated by Hannibal and feel vulnerable.
Low angle shot of Hannibal: chosen to show that he is more powerful, he intimidates starling.
OTS/POV shot from Hannibal's perspective: He is creepy & intimidating, intimidates Starling.
The Shape Of Water
Facial Expression & Body Position:
Laying down - vulnerable position
Vacant Expression - doesn't seem all there
Always Moving - very active
Friday 10th November 2023
Analysis:
L/O: to practise using the terminology and theory needed to analyse music videos
Music Video Genre Conventions:
Sleep Token: Alkaline
Mise-en-scene:
Mask - Connotes that vessel is part of a cult, mask looks inhuman - connotes that he is a higher being, more powerful than humans
Blocking: Vessel is in the centre of the screen, he is important & powerful
Dead Bodies in hazmat suits - Vessel is inhuman, needing to wear full body protection when near him. Vessel killed them.
Fire - connotes hell, danger. Warm lighting -
Camerawork:
Long shot: shows us vessel and how powerful he is.
Hazmat suits, dangerous situation
Camerawork:
Long shot - see the setting
Genres: progressive metal, metal, rock, Alternative/Indie, Russian Indie
HOMEWORK - ML & R Music Video Analysis
Subverts genre conventions of metal music videos: music is not heavy (until the end), not aggressive, slower paced.
Conforms to conventions of rock music videos: dark clothing, low key lighting. has a narrative, however the narrative doesn't quite fit the lyrics.
Subverts conventions of rock music videos: Uses more wider shots rather than close ups.
Conforms to conventions of an Indie music video: shows the artist (vessel) however also subverts it as we do not see him performing. Indie music video usually tries to be different so not subverting stereotypes also conforms to the stereotype of a Indie music video.
Thursday 16th November 2023
L/O: to practise using the terminology and theory needed to analyse music videos
Representations:
Unholy - Sam Smith & Kim Petras:
Gender:
Woman & man at the beginning, rich/upper class, white clothing, black suit, limo
Male - cheating, sexualised
Women- sexualised, revealing clothing, surrounding the man.
wide range of genders represented, but you wouldn't be able to tell if you didn't already know the person's gender identity.
Sexuality:
variety of sexualities, mainly wlw and wlm. Starts heteronormative with the scene at the start.
Ethnicity:
Variety of races, majority white.
The artists:
Sam Smith - they are in front of everyone, more important, drawing attention to & promoting themself.
Kim Petras - sexualised, on stage alone, shows status.
Riptide - Vance Joy:
Visuals relate to the lyrics
Woman - make-up becomes more smudge as we see her more, slow spiral into insanity. Subverts stereotypes of women being calm & caring. Supports stereotypes of women wearing makeup.
Genre Conventions:
Subverts: takes lyrics literally, not a conventional narrative.
Conforms: Indie rock songs like to be different & subvert conventions, therefore it conforms to Indie Rock stereotypes.
This is America - Childish Gambino:
Context:
Violence & police brutality against black people.
Gun laws in America
mocking the American school system - kids aren't getting the education they should, school shootings.
Racism in America
Bad Blood - Taylor Swift ft Kendrik Lamar:
Intertextuality:
Men in black
Wonder Woman
The matrix
Charlies angels
Friday 17th November 2023
Music Videos
L/O: to research the set texts
Lil Nas X - sun goes down:
Genre: Alternative/Indie, Pop, HipHop/Rap
Release Date: May 21st 2021
Lyrics:
I wanna run awayDon't wanna lie, I don't want a lifeSend me a gun and I'll see the sunI'd rather run awayDon't wanna lie, I don't want a lifeSend me a gun and I'll see the sun
You need an instant easeFrom the life where you got plentyOf every hurt and heartbreakYou just take it all to the faceI know that you want to cryBut it's much more to life than dyin'Over your past mistakesAnd people who threw dirt on your name
Since ten, I've been feelin' lonelyHad friends but they was pickin' on meAlways thinkin', "Why my lips so big?"Was I too dark? Can they sense my fears?These gay thoughts would always haunt meI prayed God would take it from meIt's hard for you when you're fightin'And nobody knows it when you're silentI'd be by the phoneStanning Nicki mornin' into dawnOnly place I felt like I belongedStrangers make you feel so loved, you know?And I'm happy by the wayThat I made that jump, that leap of faithI'm happy that it all worked out for meI'ma make my fans so proud of me (Oh)
I wanna run awayDon't wanna lie, I don't want a lifeSend me a gun and I'll see the sunI'd rather run awayDon't wanna lie, I don't want a lifeSend me a gun and I'll see the sun
You need an instant easeFrom the life where you got plentyOf every hurt and heartbreakYou just take it all to the faceI know that you want to cryBut it's much more to life than dyingOver your past mistakesAnd people who threw dirt on your name
Ha-ah, ha-ah, no-ah
Meaning: Lil Nas X opening up about being bullied when growing up, and feeling safer on the internet - "Had friends but they was pickin' on me". Feeling suicidal - "don't wanna lie, don't want a life". He was scared of coming out/felt uncomfortable around the idea of his sexuality - "These gay thoughts would always haunt me, I prayed God would take it from me."
What happens in the video: Lil Nas X as a god/supernatural being at the beginning, focuses on him as a young adult working at a taco bell. He is lonely, not seen with many friends. Goes to a stereotypically American high school(?). Prom
Link: Video + Lyrics tells the story of Lil Nas X's life.
Lil Nas X is presented as powerful god at the beginning, but also as a weaker, vulnerable young adult towards the middle.
Radiohead - burn the witch:
Genre: Alternative/Indie
Release Date: 3rd May 2016
Stay in the shadowsCheer at the gallowsThis is a round up
This is a low flying panic attackSing a song on the jukebox that goes
Burn the witchBurn the witchWe know where you live
Red crosses on wooden doorsAnd if you float you burnLoose talk around tablesAbandon all reasonAvoid all eye contactDo not reactShoot the messengers
This is a low flying panic attackSing the song of sixpence that goes
Burn the witchBurn the witchWe know where you liveWe know where you live
What happens in the video: Bird singing on a branch. An inspector(?) comes to visit the town and checks how things are. At first things seem innocent: Town gathering, People placing flowers, people painting, Band practicing/cleaning instruments. Inspector arrives & The town seems to be covering gruesome things up. Creepy mini replica of town with mayor + inspector, Noose decorated with flowers, dead cow + pastries - blood dripping, Ritual dance with girl tied to a tree (wearing masks, similar clothing, swords - cult like behaviour), Making Alcohol. Everyone in town gathers around massive tarp, tarp pulled off- reveals wooden statue. Inspector forced to climb up ladder, is locked inside the statue, statue is. burned down with the inspector still inside it. Everyone waving as camera pans away. Bird from the beginning seen again with fire sounds heard in the background. Inspector is revealed to be still alive with burn marks on face, runs away.
Meaning: avoiding contact with & harming people who are different/outsiders.
Link: Outsider (inspector) is locked away and burned in a statue by the people living in the town.
Radiohead are not represented in the video.
Thursday 23rd November 2023
Music Videos:
L/O: to explore the purpose, form and conventions of music videos
Lil Nas X:
Camera Work:
Mid shots & Close ups
Editing:
SFX -
Mise-En-Scene:
Variety Of Location
Burn The Witch:
Camera Work:
Establishing shots
Editing:
Stop Motion
Static - similar to VHS
Mise-En-Scene:
Variety Of Locations
Friday 24th November 2023
Akternative/Indie, Pop, HipHop/Rap
Lil Nas X:
In SUN GOES DOWN, Mise-En-Scene is used to convey meaning. We see this portrayed through the lighting used whenever Lil Nas X is on screen. In his godly form, we see the colour purple used to light him up. The colour purple conveys spirituality, implying that he is godly and knows that he is the one in control of his life. Furthermore the colour pink is used to highlight his younger self. The colour pink connotes romance & love, which implies that he is slowly coming to terms with his sexuality. In addition, the clip of him looking in the mirror lights his younger self in pink, and his older self in purple, which implies that he is seeing himself in a new light, both literally and metaphorically.
Conventions:
HipHop:
Reinforces:
Lil Nas X uses multiple close up shots of his face. This frames him and connotes that he is the most important
Subverts:
Doesn't use many low angle shots.
Pop:
Reinforces:
Link in video to lyrics: "I prayed that god would take it from me" - him praying
includes intertextuality
Subverts:
Darker lighting
Intertextuality:
Lil Nas X represents many American stereotypes, such as a stereotypically American high school. This is shown through the lockers lining the halls, the stereotypical prom: photos, Djs, Colour pallette (purple, blue, pink). Mise-EnScene - costumes: Jock school team clothing.
Taco bell - American fast food culture.
Main Themes/Ideas:
The music video was made to portray Lil Nas X coming to terms with his sexuality.
Artist portrayal:
In SUN GOES DOWN, the artist (Lil Nas X) is portrayed as a god. This is shown through the Mise-En-Scene. He is seen wearing an all white suit - which connotes purity and 'godliness'. This is used to convey the meaning that he is in control of his life. This is supported by the fact that he is the one who directed the music video. Furthermore, during the 'Prom' sequence, his younger self is also seen wearing an all white suit. This creates a connection between him in 2021 and him in 2017.
Thursday 30th November 2023
L/O: to explore the contexts and representations in the List A video
In SUN GOES DOWN, Lil nas X is presented both as a confident & powerful god, and a weaker stereotypical American teenager.. We see this through the mise-en-scene of him having a pure white suit, and through being highlighted with purple lighting. This connotes him being spiritual, and having a connection to godliness. Furthermore, the use of low angle shots emphasises his power. This is contrasted with the representation of his younger self, which presents him as an average, young, stereotypical high schooler working in a Taco Bell. This is shown through the high angle shot of him crying in the bathroom presents him as weak and unconfident. However, the final scene where he is dancing at prom consists of eye-level and low angle shots, connoting that he has reached a point of confidence and power similar to his godly self.
Friday 1st December 2023
Homophobia: Discussed in the lyrics - "These gay thoughts would always haunt me". Music video is quite tame compared to the lyrics - does not show life of a gay black man un America. Other couples in the prom are all straight couples - heteronormative society in America.
Social Isolation: Prom Scene - isolation whilst in a public space - Camerawork - focus is on Lil Nas X, Rest of charcters are not in focus. Shallow Focus. Other characters do not react to him. He is alone. Suicidal Thoughts
Religion & Faith: praying on the bed, "I prayed god would take it from me". Lil Nas X is presented as godly throughout the video. Cross earring at the beginning.
Fandom: Stanning Nicki Minaj - only felt welcomed and accepted in the Nicki Minaj fandom.
Teenage Experience: Bullying, Stereotypical American High School.
Racism: Lyrics - "Why my lips so big? Was I too dark?". Music video is tame compared to the lyrics - does not show life of a gay black man in America.
Intertextual References: Typical galaxy/space sky. Taco Bell - fast food culture in America. Stereotypical American High School - American everyday life. Older Lil Nas X songs - Looking back through his past, different representations. Prophet Eyes- white eyes used in most movies with prophets. Its a wonderful Life - Narrative - angle saving suicidal man.
1)
In SUN GOES DOWN, representations of the artists promote Lil Nas X through representing sexual orientation, race, culture and religion + faith. The representation of sexual orientation reflect Lil Nas X's identity as a closeted gay man living in America, as well as representing his beliefs. We see this through the use sound in the lyrics. We hear the line "These gay thoughts would always haunt me". This implies that Lil Nas X had not yet come to terms with his sexuality in 2017 (when the music video is set). This reflects the social context of 2017 America, as the LGBTQ+ community had not quite been accepted in society. This is supported by Mise-En-Scene the prom scene, as all the other couples dancing are straight. This reflects the heteronormative ideologies in American society. The lyrics represent the harsh reality of being a black and gay man in American society, however the visuals show a tamer, almost sugar-coated representation. This was a deliberate decision by Lil Nas X and the production team, which he chose to represent his personal experiences in his journey towards accepting his sexuality. This promotes Lil Nas X's values and beliefs of social equality, which his audience will relate to. It also promotes him through his journey towards self acceptance as the majority of his troubles came internally, as he was not out to the public, which his audience may also relate to.
In SUN GOES DOWN, representations promote Lil Nas X through representing sexual orientation, race, culture and religion + faith. The representation of race reflects Lil Nas X's life as a black man living in America, as well as promoting his values. We see this through the use of sound in the lyrics and Mise-En-Scene through Lil Nas X's actions. We hear the lines "I had friends but they was pickin' on me. Always thinkin' "why my lips so big?" was I too dark?", whilst being presented with the visuals of Lil Nas X touching his lips while looking in the car mirror. The lyrics reflect the social context of 2017 America, as equal treatment of different races was not completely seen in society. This promotes Lil Nas X's values, as it shows his beliefs of racial equality, which his audience will likely share with him and relate to.
In SUN GOES DOWN, representations promote Lil Nas X through representing sexual orientation, race, culture and religion + faith. The representation of religion and faith promotes Lil Nas X's journey towards self acceptance. This is shown through the Mise-En-Scene and the use of sound in the lyrics. We hear the lines "These gay thoughts would always haunt me, I prayed that god would take it from me." and are shown the visuals of Lil Nas X praying on his bed. This reflects the social context of 2017 America, as the majority of the country were Christian, and believed that being gay was a sin.
Thursday 7th December 2023
List B Video
L/O: to explore the use of media language & intertextuality in case study videos
Linear Narrative
Expressionistic
Postmodern - draw attention to the fact that it is a media text, uses intertextual references, elements of satire.
Value transference - ideologies in the video associated with the band.
1) Filmed at Jacknife studios.
2) Chris Hopewell directed the music video
3) 'Witch hunt' - hunting. Governments xenophobic behaviours. The plague.
4)
Hate/Blame towards people who were different in European politics, such as people who were muslim.
Conservatives in government.
2016 - vote to leave the EU
Xenophobic governments
Trump elected in the US
UKIP
Radiohead:
Left wing political views
British
Mid 80's - popular in the 90's
Burn The Witch - 2016
Experiment with styles.
Lyrics were written a decade before the song was recorded - mid 2000's. Originally referenced a campaign by News of the World who wanted to publish the names and addresses of sex offenders.
Video has been interpreted in several different ways:
- Criticism of authority and a warning against groupthink (majority influence)
- A warning about mass surveillance or the threat to open discussion posed by the self-policing users of social media.
- An attack on the rhetoric of the "traditional values" used by the right-wing politicians such as Donald Trump, Marine Le Pen and members of the UK Independence Party (UKIP)
Stop motion is in the style of the 60's Trumpton children's TV series and tells the story of an idylic village community who take in and attempt to sacrifice an outsider. The video amplifies the lyrics which are a social commentary on the climate fear created by right-wing politicians. Radiohead aim to raise awareness of Europe's refugee crisis. Trump's election and social anxieties surrounding these.
Wooden structure at the end - The Wicker Man.
Media Language:
Mise-En-Scene - Gallows & noose, hanging,
Ritual, woman tied to tree - burning at the stake
Red crosses
Dunking
Mise-En-Scene: Blocking - town is united,
Rural Life is depicted as following stereotypical patriarchal societal norms. "Outsiders" are sacrificed, outdated forms of persecutions - Hanging at the gallows, Burning witches at the stake. Depicted as simple.
Beginning, Middle, End - traditional narrative.
Friday 8th December 2023
L/O: to explore the use of ideologies and intertextuality.
Traditional Values (Pagan Rituals):
Mayor
outdated methods of execution - "burn the witch", gallows & hangman's noose, dunking stool (looks like a see-saw). Ideas based on misogyny and xenophobia.
Community:
Idyllic traditional values of rural communities.
Mayor
All are happy
set in the past
takes the right wing values to the extreme.
Juxtaposition of the official in his car and villagers doing their jobs suggests distrust of external authority (though the mayor is in charge)
Distribution of jobs in the village conforms to stereotypical gender roles. Male farmer, Girl tied to tree, Girl as a baker, Girls decorating with flowers.
Traditional band and festivities and the shot of the (connoted) maypole connotes values of rural Britishness and pageantry.
The name of the inn is "the speared boar", reference to Lord Of The Flies - belief that anyone can be capable of great evil given the right circumstances.
The mayor's pride in the various gruesome events contrasts with the official's shock. Song seems to be from the POV of those enforcing the rules. Audience sympathy is directed.
Gallows dressed to look like a maypole creates ideological juxtapositions
Waving villagers juxtaposed with the burning wicker man, lead to believe that the official is dead - what is the message?
Intertextual references in "Burn The Witch":
Trumpton & Camberwick Green TV series:
Stop motion style - characters - setting
The Wicker Man (1973):
Police Inspector
Animal Masks, Sword dance, woman in the middle
Wicker structure.
Cult
Pagan vs Christian
The Lord Of The Flies:
The Inn - "The Speared Boar"
Group Mind
Hot Fuzz:
Model of the village
Idyllic rural community
News Reports of immigrant farm workers:
people picking apple/tomatoes
Birds chirping - rural life, outside, peace
Jobe - bible reference - human sacrifice
Trumpton - "Trump"
Radiohead's Burn The Witch uses intertextuality effectively to express the artist's viewpoints & ideologies. We see this through the intertextual references to The Wicker Man (1973). This is shown through the Inspector, The Ritual dance, The wicker structure and the Pagan Beliefs shown in the music video. The Ritual and the wicker structure are references to older traditional pagan beliefs of human sacrifice in order to receive good things. Throughout the video, we follow the POV of the inspector, and our sympathies are directed to align with his views - for example being shocked at the hidden reality of the town (Dunking stool, Sacrifice, Cult-like behaviours). The inspector shows the POV of an outsider witnessing these horrific sacrificial ideals. This also references. the xenophobic beliefs of right wing governments, such as harming outsiders. Through doing this, Radiohead shows the extremist beliefs that right-wing politicians follow, and our showing their left-wing political opinion through opposing to these beliefs.
Radiohead's Burn The Witch uses intertextuality effectively to express the artist's viewpoints & ideologies. We see this through the intertextual references to the Trumpton and Camberwick Green TV series'. We see this through the references to the characters, the idyllic village and the stop motion animation style of the music video. This is used to juxtapose the darker message of the video.
The different uses of intertextual references effectively expresses the left-wing viewpoints and ideologies followed by Radiohead.
Thursday 14th December 2023
L/O: to analyse the use of media language in case study videos.
Bird at the Beginning & The End: nothing changed, nothing will change if people don't 'wake up'. - Sound.
Denotations - Connotations
Wicker Man, Sword Dance, Masks - Pagan rituals, sacrificing. Intertextual reference to the wicker man. Connotes that the town is evil
Gallows & noose, Dunking Stool, Red cross on door - Mise-En-Scene -outdated execution methods, connotes that the village is inhumane
Apples in bushes - Mise-En-Scene = Fruit of Wisdom, Alcohol/Poison, Sin. Connotes that the village have turned against god/disobeyed gods orders. Message about those who do not fit in. Parallels to Christianity VS Paganism. Intertextual Bible references.
Low angle shot of inspector & mayor - connotes that both have some kind of power,
Mise-En-Scene of inspectors panicked face - connotes that he has less power than the mayor.
low angle shot of the inspector - mid shot - enhances his stress & confusion.
Red paint on the person painting the post box - looks like blood, connotes that something dark is going on underneath the innocent look of the idyllic village. Reinforced by painting red cross on door - black plague, going to kill the person. Blood on their hands
'The Speared Boar' - Intertextual reference to The Lord Of The Flies, Connotes that anyone can turn evil/sacrificial with bad leadership.
Burn The Witch:
Xenophobia = The message of the video,
Ethnocentrism = Message of the video, criticising the government's treatment of those who are different.
Individualism = The Inspector stands out from the town.
Globalisation,
Authoritarianism = The government wants people to listen to them, Radiohead are trying to show that the government are bad and shouldn't be listened to/trusted.
Highlights Ethnocentrism but promotes Internationalism
Narrative:
Sun Goes Down:
Racism = lyrics,
Individualism = Lil Nas X is always the only person in focus, always alone. In the taxi he is separated from the driver (his dad), alone.
Burn The Witch:
Equilibrium: Town is living normally
Disruption: Inspector comes to visit
Recognition: Towns people find out - dressing things up to look nice, pretending everything is good
Attempt to solve: Sacrifice the inspector
'new' Equilibrium: Town goes back to living normally.
Sun Goes Down:
Equilibrium: Taco Bell, working, average teenager
Disruption:
Recognition:
Attempt to solve
New Equilibrium: Technically no new equilibrium - circles back to the beginning
Representation:
Radio-head: Politically motivated, Educated, Not the centre of attention, Promotes values more. Value Transference.
Radiohead uses Mise-En-Scene to represent the town in a traditional way to show xenophobia. The Mise-en-Scene of the townspeople's clothing connotes that they are an idyllic, rural town. There clothing seems to be innocent, with bright colours. In contrast, The inspector is wearing a black, three piece suit. The contrast in clothing connotes that the inspector is different/an outsider. This is supported through the Mise-En-Scene of the town sacrificing the inspector, as they hate him because he is from a different place/ is an outsider.
Lil Nas X uses a stereotypical representation of him as a closeted, black, gay man in 2017 America. We see this through the sound - specifically the lyrics to the song. The lyrics "these gay thought would always haunt me, I prayed god would take it from me" connote that life as a gay man in America was not easy, as being gay was seen with a negative stigma during that time.
Realism/versions of reality are used through representations of locations found in real life. We see representations of a Taco Bell and an American Highschool. The taco bell represents fast food culture in America, as America has the highest number of fast food restaurants. The American Highschool shows a stereotypical representation of teenage life in America.
Audience:
BTW:
We see Radiohead's left-wing opinion. The audience are positioned to be on the side of the inspector, as he is treated as an outcast and then later sacrificed.
SGD:
We see Lil Nas X's left-leaning political view - experiences of being a black, closeted, gay man in America
Thursday 11th January 2024
Questions:
L/O: to explore possible exam style questions and structuring exam style answers
detailed description
Clear understanding of the question
clear understanding of the video
Music Videos in general
Highlights her status, values, positive character traits, defines her talent.
4) How is intertextuality used to construct meaning in one of the music videos you have studied?
Intertextuality is the act of referencing another media text/a product in a piece of media to create meaning. This is most commonly used in music videos which are post modern. This creates a visually interesting video, and helps to establish time and place for the audience.
In Radiohead's Burn The Witch, intertextuality is used to create meanings of an idyllic, rural village which sacrifices outsiders/ anyone who is different. We see this through the repeated references to texts such as "The Wicker Man", "Trumpton/Camberwick Green" and "The Lord of The Flies". The stop motion style of the video, as well as the design of the characters, is done in a fashion similar to two older, children's stop motion films - "Trumpton" and Camberwick Green. Trumpton is set in an idyllic village, which helps to promote similar meaning in Burn The Witch. We are able to apply Levi Strauss' theory of binary opposition to this music video. We can see this through the binary oppositions of the intertextual references to innocent children's shows against the barbaric rituals occurring in the idyllic village. We also see references to "The Lord of The Flies" through the name of the pub being "The Speared Boar". This intertextual reference creates meaning, through connoting that anyone can turn savage/inhumane with a lack of good leadership.
We see repeated intertextual references to "The Wicker Man (1973)" throughout the music video. This is seen through the setting of an idyllic village, the pagan rituals (noose + gallows, sword dance + masks, dunking stool, sacrificial acts), and the wicker structure which is burned at the end of the video. The Idyllic Village is similar to that found in The Wicker Man, as the inspector finds that they have abandoned traditional Christian values and follow older pagan values instead. These pagan values are found throughout the video, seen through the dunking stool, the hangman's noose and the sacrificial burnings. These intertextual references support the contexts of 2016, as Radiohead believed that the current governmental leaders (Donald Trump and The Conservative Party) were slowly slipping back into those older, traditional beliefs. We are able to apply Baudrillard's theory of Postmodernism to this media text. We can tell that Burn The Witch is a postmodern text, as it contains Intertextuality, Bricolage, Self Reflexivity and a Lack of Verisimilitude.
Friday 12th January 2024
Theory:
L/O: to explore including theory in our exam answers
Barthes:
Connotations & denotations:
LNX - Camerawork - Lil Nas X is the only one in focus - Denotations: the main focus, he is the star.Connotations - he is alone, feels isolated from everyone else.
RH - Dunking Stool, Wicker Structure, Mask & Sword dance, Red crosses - denotations: Pagan rituals, burning witches/finding witches. Connotations - Idyllic village has fallen back to traditional pagan rituals
Levi Strauss
Radiohead - Burn The Witch. Relies on binary oppositions. Good vs Evil, traditional Christianity vs traditional Paganism. Idyllic Village vs Man from the City. Idyllic Village vs Barbaric practices.
Gauntlett:
Lil Nas X - directed the music video, he chose to present himself as a stereotypical closeted, gay, black teen in America. Focuses on himself and his struggle with isolation.
Baudrillard - Postmodernism:
Burn The Witch - Intertextual references: "The speared Boar" - Lord Of The Flies. The Wicker Man - Wicker structure, sword dance & masks, sacrificial acts, Idyllic Village & inspector. Camberwick Green - mayors clothing, stop motion. Trumpton - stop motion, style of characters.
Sun Goes Down - Hyperreality -
Butler:
Lil Nas X - performance, presents himself in both a masculine and feminine way. Pink dyed hair. Suit is stereotypically masculine. Actions are neither feminine or masculine.
Radiohead - Women are performed in stereotypically feminine jobs (Baking, Flowers), feminine clothing. Men performed in stereotypically masculine roles - farming + alcohol, mayor. Dressed in masculine clothing (mayors costume & inspectors suit)
Todorov:
Burn The Witch:
Equilibrium: Town is living normally
Disruption: Inspector comes to visit
Recognition: Towns people find out - dressing things up to look nice, pretending everything is good
Attempt to solve: Sacrifice the inspector
'new' Equilibrium: Town goes back to living normally.
Sun Goes Down:
Equilibrium: Taco Bell, working, average teenager (technically the beginning scene is him in the future, and the beginning and the end represent the new equilibrium)
Disruption: Struggling with sexuality & appearance
Recognition:
Attempt to solve: comforted by his future self
New Equilibrium: Technically the beginning and the end of the music video are both the new equilibrium, as the 'godly' version of himself is the version he turns into at the end of the video.
structure is cyclical for SGD
Thursday 18th January 2024
ADVERTISING
L/O: to understand the purpose of advertising and the language used to analyse text
Black - death, mystery.
Typography - "hypnotic poison" - serif font = traditional, mature
Lexis - "hypnotic" - grabbing your attention, hypnotizing you. "poison"
Blocking - person & perfume are positioned in the centre, they are the main focus, most important.
What is it advertising?
Dior
Overall message?
Dior will make you feel attractive
How have they constructed that message?
Colour Palette - Red - romance, love, passion. Danger, Warning
Black - death, mystery.
Typography - "hypnotic poison" - serif font = traditional, mature
Lexis - "hypnotic" - grabbing your attention, hypnotizing you, Direct address. "poison"
Blocking - person & perfume are positioned in the centre, they are the main focus, most important.
AIDA - Advertisers use this to hook the audience's attention
A - Attention
I - Interest
D - Desire
A - Action
Milk Advertisement:
Attention: Uses the milk as a dress - unique. Marilyn Monroe pose - well known. Blue & white, contrasting colour palette
Interest: Text - looking 'perfect'. Tells you how it is different from normal milk.
Desire: ties in to stereotypical & traditional femininity and "looking perfect". Appeals to the male gaze
Action: buy their product.
Purpose: convince the audience to buy into the brand
Layout:
man is in the centre - he is the main focus. Cleanly shaven - shows that the product works.
Brand in the bottom corner
Typography:
sans serif - modern, more masculine
Block capitals - masculine
"I'm with the band" - rock - ac/dc style font. more masculine.
Language:
"The Best A Man Can Get" - promotes the brand as better than the others.
"Trim, Shave, Edge" - Short, direct, to the point
"bring out more sides of you with one precision tool" - precision -
Imagery/Mise-En-Scene:
Cleanly shaven - proves that the brand works
Close-Up: focus on his face, show that he has shaved
Perfect face - no bumps or blemishes
leather jacket - rock, tough, masculine
Colour:
Black, Orange, Blue - traditionally masculine colours
Slogan/Brand Identity:
"The Best A Man Can Get" - promotes the brand as better than the others.
Set products:
- Baby products
- fashion adverts
- charity adverts
Friday 19th January 2024
AdvertisingL/O: to explore techniques for analysing adverts effectively
Macro to Micro:
look at the text as a whole and then zoom in on smaller details
Lynx
Overall message?
Wearing lynx will help you to get into more nightclubs.
How have they constructed that message?
Nightclub/Gig clicker - 1930, has got into many clubs/Gigs, has been with multiple women
Close-up/mid close-up: typically nerdy person, wouldn't be expected to be in a nightclub, implied that the lynx helped him.
"Click" - links to the clicker
"The Lynx effect" - brand name, 'effect' - the brand affects his ability to get into a nightclub/gig positively.
Honey Mania body butter/ The Body Shop.
Overall Message?
This is the best body butter for you
How have they constructed that message?
How have they constructed that message?
"mother natures beauty choice" - mother nature chooses it therefore it is the best.
yellow - positivity, sunshine
"Dare to Care" - 'dare' makes the user feel daring, going against norms
Attractive women in the centre - she is important, using the body butter will make you look like her
Almost full body shot of the woman - appeals to male gaze, makes women wish to look like her.
Levi's brand
Overall Message?
Overall Message?
wearing Levi's will make you tough/ Levi's is a tough brand which will fit your daring needs
How have they constructed that message?
Messy hair, blood/bruises, dirty clothing - violent, been in a fight?, daring, tough.
mid shot/ mid close up - focuses on details of his face, enhances message of toughness.
'Tough as your spirit' - 'tough' - versatile brand, 'your spirit' - direct address, makes the user feel tough/brave.
Black & White - typically more masculine
"LEVI'S" - brand logo & name, promotes the brand. only colour on the ad so it stands out
Link - Levi's is trying to convince the audience to purchase their brand, making them feel that they are tough & the brand is tough. links to the brand being long lasting, original denim.
Hestia, helping to stop domestic violence & sexual assault, charity.
Overall Message?
Helping to stop domestic violence and sexual assault in the UK.
How have they constructed that message?
mid close up - enhances his expression, shows that he is upset/angry, sympathise with his emotions and want to help in the fight.
mid close up - enhances his expression, shows that he is upset/angry, sympathise with his emotions and want to help in the fight.
"together we can end domestic violence & sexual assault" - "together", "we" - direct address, unity, togetherness, teamwork.
"domestic violence", "sexual assault" - emotive language, pathos,
"no more excuses, no more silence, no more violence" - triplet, emphasises the need to talk and fight back.
Black, White, Blue - darker topic reflected in the colour palette
celebrity - Andy Serkis - well known figure, audience inclined to agree with his opinion,
Link - Hestia is asking the audience to change their opinion, alongside the rest of the UK, surrounding domestic abuse.
Thursday 25th January 2024
DIRT
L/O: to reflect and improve on analytical structure and content
mid shot: focuses on hergold eyes: hypnosis
facial expression: hypnotised
In this advertisement, the uses of Media Language creates meaning in order to promote the message of the brand. The advertisement uses a mid shot of the woman. This use of camerawork draws attention to her edited gold eyes and her facial expression. The gold eyes connote hypnosis, and imply that she has been hypnotised by the perfume. This links to the name of the brand "Hypnotic Poison". In addition, the camerawork emphasises her facial expression and the positioning of her hands. Her expression and arm positioning imply that she is hypnotised and does not have control over her body. This combined use of elements of Media Language promotes the message of the brand "Hypnotic Poison", as it connotes that anyone will be hypnotised by you if you are wearing this brand of perfume.
25/1/24
Representation:
L/O: to explore how representations are constructed in advertising
Friday 26th January 2024:
Continued from yesterday:
CAGEDS:
Class
Age
Gender
Ethnicity
Disability
Sexuality
Halls Reception:
Hair tied back - women caring about their appearance
Class - body butter is likely expensive - for a higher class
Age - younger audience/middle aged
Disability - no visible representation of disability
Gender - Female stereotypes - sexualisation, cares about her appearance
Ethnicity - cannot tell her ethnicity
Sexuality - no visible representation of sexualities.
Age - seemingly younger man - younger males as stereotypically reckless/violent
Disability - no visabile representation of disability
Gender - Men as reckless & violent, Men presented stereotypically as strong/tough
Ethnicity - assumed white male - lack of variation in ethnicity - dominant group
Sexuality - no visible representation of sexuality
Age - Older male
Disability - no visible representation of disability
Gender - Male -
Ethnicity - white male
Sexuality - no visible representation of sexuality
EXAM SET TEXTS:
Dove - beautifully real mums
99% of mothers pressured to be perfect
Dove care more about being 'real' than 'perfect'
photographer went into peoples homes and took photos of their real day to day life.
Sells product through an awareness campaign - brand recognission
River Island - labels are for clothes
Range of representation - gender, ethnicity, disability
Thursday 1st February 2024
Analysis & Context
L/O: to analyse context and media language in the dove advert
Dove:
99% of mothers pressured to be perfect
Dove care more about being 'real' than 'perfect'
photographer went into peoples homes and took photos of their real day to day life.
Sells product through an awareness campaign - brand recognition
River Island:
Range of representation - gender, ethnicity, disability
Shelter:
Awareness advert
Financial support, mental support, not just a homeless charity
Research & Context:
Dove:
1) Personal Care Brand, owned by Unilever
2) Body Positivity
3) Real Beauty - showing people's real bodies, not being ashamed of not looking 'perfect' - embracing & celebrating differences.
4) Representing a wide range of mothers - ethnicity, gender (there is no star vehicle)
5) Selling product through what appears to be an awareness campaign. Challenging stereotypes placed on motherhood.
River Island:
1) Fashion Brand
1) Fashion Brand
2) making fashion for 'real people with real lives, who want to look real good'
3) Meet the models, AW
4) Wide representation of genders, ethnicities, Disabilities.
Jordan Luce (disabled basketball player)
5) Different people wearing their clothing - range of ethnicities, man in a wheelchair, woman with down syndrome,
Shelter:
1) Charity to help make sure people do not go homeless/getting people off the streets
2) support to make sure no-one is homeless
3) Out-Of-Home - mocking the government for making the cost of living crisis/their advice for living through it.
4) No star vehicle
5) Information surrounding homelessness
6)
The Localism Act 2011 (sections 148 and 149) introduced provisions which enable the council to bring its statutory housing duty under section 193 of the Housing Act 1996 as amended (HA96) to an end, by making an offer of a private rented sector tenancy rather than a social housing tenancy.
BBC Lab Study in 2011 known as The Great British Class Survey looked at economic, social, and cultural factors and only 39% of the population fitted into traditional ‘upper’, ‘middle’, and ‘lower’ categories. 161,000 people took part and it is the biggest study of its kind to date.
This split the UK into 7 different Classes: Elite, Established Middle Class, Technical Middle Class, New Affluent Workers, Traditional Working Class, Emergent Service Workers, Precariat
DOVE:
Campaign objectives:
Meant to promote their brand in a competitive market where Johnson & Johnson have the majority of market shares
Empowering mothers
Uniting women on their journey through motherhood
Enabling 'real people' to see themselves represented in advertisements
challenging images of 'perfect' mothers.
Media language:
Shot type - wide mid shot - shows the full view of motherhood, shows the young children having fun, mother trying to keep everything under control. Deep Focus - shows the reality that they live in.
Slogan - 'real life real beauty' - "real Beauty" links to previous ad campaign, showing real life, challenging images of perfection in the media.
Typeface - Sans serif - modern, childlike. Bold - impactful, easy to read
Costume - casual clothing, everyday life, doesn't have to be perfect.
Hashtag - "#beautifullyrealmums" name of the campaign, sells the brand, encourages talk on social media. in the corner, left to right, Z formation.
Lifestyle - Chaotic family, baking/cooking, mother is trying her best to keep everything under control. Subverts genre conventions
Logo - Dove, at the end on the slogan - trusted and recognised brand.
Location - Kitchen, stereotypes of mothers in the kitchen, everyday location in a house.
Product - can't be seen in the ad, baby dove. subverts advertising genre conventions.
Anchorage - "Real Life Real Beauty", "#BeautifullyRealMoms" - image of a mother caring for her kids, life isn't perfect. "real" - reality of life & parenthood.
Colour Palette - White for the text, more saturated colours, but slightly toned down.
Beauty Appeal - Mother is wearing a little bit of make-up, hair is tied back. Not fully 'Done up' - natural beauty, subverts conventions. Situation itself is presented as beautiful.
Persuasive Language - real life real beauty = repetition - encompasses the reality of beauty. Beauty/Beautiful = Emotive Language
Friday 2nd February 2024
representation:
1)
Representing a happy family
Representing the reality of motherhood
Representing different ethnicities - Asian
2)
Positive rep - realistic
Positive rep - different ethnicities from white
Negative rep - stereotypes of women in the kitchen.
3)
Father is not present in the image
Mother in the kitchen with her children, traditionally caring
Boys as energised/chaotic
Girls as calm
Class: middle class - nice fridge, fridge is full of food,
Ethnicity: Asian, typically under-represented.
4)
Camerawork - Wide Mid Shot - Highlights the reality of motherhood. Shows that everything isn't perfect.
Camerawork - Deep Focus - Shows the reality of their life.
Ideologies & Values:
1) Advertisement - promotes consumerism
2) Challenges celebrity culture, no celebrities used. Showing realism
3) Breaking down traditionally stereotypes surrounding motherhood and women.
4) Representing Asians, who are traditionally underrepresented
Context:
Stereotypical views of mothers:
Always at home, wouldn't have to work
Looked perfect, glamourised
Perfect bodies
Celebrity culture - glamourised, perfect bodies
What do we understand about the concept of motherhood now:
research suggests the fathers are not held to the same standards as mothers in society
Other research reveals that mothers still tend to be the primary caregiver
What do we associate with millennials:
reaching the age of parenthood
Grew up digitally - grew up seeing media surrounding motherhood, media showing 'perfection'.
Friday 9th February 2024
Analysis & context:
L/O: to analyse context and media language in the river island advert
#labelsareforclothes - 2018
created by studio BLVD
campaign featured people of varying ages, gender, ethnicity and abilities.
Aim is to challenge societal and global stereotypes by featuring under and often misrepresented groups
Shows that clothes are for everyone. One of their most inclusive campaigns to date.
Anti-bullying charity ditch the label
#labelsareforclothes x ditch the label
wanted to challenge outdated stereotypes
promotes inclusivity and diversity
celebrate individuality and not define individuals by their ability or stereotypes
Media Language:
Shot Type - medium long shot - see him & the clothing. Shows his wheelchair.
Slogan - Smooth Moves Only - wheelchair, smooth - clothing looks smooth. Nice fitting clothing.
Typeface - Sans Serif - modern, gender-neutral, easy to read. Bold - stands out, smooth
Costume - River Island clothing - promotes the brand. Sleek, Casual, Smooth
Hashtag - #labelsareforclothes - promotes brand values, name of the campaign. Allows it to be shared online
Lifestyle - luxury-like lifestyle, good clothing, equality, clothing for everyone
Logo - River Island - promotes the brand. Bottom of the screen, ad. is read from left to right. Includes the website - online natives
Location - Block colour background, focus is on him. In a studio
Product - clothing, clothing for everyone
Anchorage - "Smooth Moves Only' - wheelchair user - text amplifies the message of inclusivity
Composition & Layout - Logo at the bottom, Text reeds left to right, z pattern, read top to bottom. Hashtag is centred, important, doesn't take away from the model
Colour Palette - Red - romance, french stereotype, Jordan Luce is French. Gold - rich, expensive, status. Gold is smooth - smooth moves
Beauty Appeal - Looks good, nice clothing, freshly trimmed beard. Natural beauty of his disability.
Persuasive Language - "are" - imperative. Direct Address, eyeline is in the top third
Representation:
Who/What is being represented:
Disabilities/Disabled model
Racial diversity, slightly tanned - global brand
Positive or Negative representation:
Positive - attractive, independant, happy
Stereotypes used:
French - romantic
Media Language:
Colour Palette - Red, romance
Clothing
Disabilities often represented as vulnerable/dependant.
Marginalised, usually has a lack of representation
22/02/24
Analysis & Context:
Consumerism: convincing you to buy the brand
Celebrity culture: Jordan Luce - sports celebrity. not the most well known celebrity
ableism - not seen in the ad
individualism - everyone should be equal - no individualism
multiculturalism - France - Jordan Luce is French
context:
Diversity is more accepted by society.
use of hashtag in the centre of the advertisement implies that it is important. Millennials are tech natives.
Thursday 22nd February 2024
Analysis & Context:
L/O: to analyse context and codes & conventions in the shelter advert
Charity advertisements personalise the issue using direct address. Conventions: close up shot, Direct address - "you", "this child", "your help"
Harsh - makes you feel guilt/shame.
We can help campaign - specific target audience = people who are struggling with housing trouble. people who are uncertain about their rights or are unaware of the support they can receive - either legal or financial,
created by Amplify and produced on a pro-bono basis - done for free. Each poster depicts a different challenge that can affect the security of people's homes. Losing a job, impact of paying off debt. "We can help" - strapline.
Charity adverts and commercial adverts
In terms of Audience, charity adverts target people who are struggling financially and people who are able to donate to support. In contrast, commercial adverts target people who are able to afford and use the brand. Surrounding their Aims & Purpose, charity adverts aim to either spread awareness, gain support or to gain empathy whereas commercial adverts aim to sell and promote a brand. Through the use of Media Language, charity adverts tend to have a desaturated colour palette. The lexis will use direct address and statistics. This causes the audience to feel empathy and guilt. The main image will also use direct address, such as a child staring directly into your eyes. Commercial adverts tend to have a highly saturated colour palette.
Style and layout
Shot type - big close up, shows their suffering. Causes empathy
Slogan - "We can help" - offering support, personal.
typeface - sans serif - modern, gender neutral Bold - stands out, first thing you read. Block Capitals - easy to read,
text - raising awareness, convincing people to go to them to help.
lifestyle - promotes asking for support when you need it. Not everyone's life is perfect or easy
Logo - "Shelter" - trusted charity, known in the UK. Bottom Right corner, last thing you see
anchorage - Text makes it feel like those people are speaking directly to us.
composition & layout - text & images are centred, they are important
colour palette - red, black, white = shelters colour palette. Black, Red - danger, misery, violence, awareness.
persuasive language - "Where will we live?" direct address "we", rhetorical question - creates sympathy. "He can't do that"-"he", someone is directly doing this to them. "I can't face it" - "I" personal pronoun, direct address.
Genre conventions of charity ads - trying to raise awareness. use of direct address. Contact information, Darker, desaturated colour palette. Close ups of people.
Friday 23rd February 2024
Representation
L/O: to analyse representation & ideologies in the shelter advert
Who/what is being represented?
People struggling financially or legally. On the verge/at risk of homelessness
Is the representation positive or negative?
Negative - shows struggle/suffering. Creates fear
Diverse range of people
Positive - saying that there is still hope.
Challenges stereotypes seen in other charity advertisements
Are stereotypes used?
no.
Mix of genders, ethnicity, ages(?)
How is media language used to construct the representation?
Image, Text - direct address
Fear - this could happen to anyone.
Values & ideology:
Social Duty:
causes the audience to feel sympathetic towards their situation. Providing link to website makes them feel that they must donate & support the charity. Audience has a social duty to help anyone who is in a situation similar to these.
Social Inequality:
Wide range of representations - anyone can fall into this situation. Challenges the social stigma/stereotypes surrounding poverty & homelessness & financial struggles.
Stereotypes:
Challenges stereotypes. Most homeless people are depicted as older, male and in a state of hopelessness. Shelter shows that there is hope, that it is able to be stopped and that this situation can happen to anyone, regardless of their race, gender, age or social status.
Individualism:
Everyone has the right to better their own situation.
social context - fears of homelessness, rogue landlords, financial struggle. social & financial inequality.
tech convergence - website link.
Thursday 29th February 2024
Exam Format:
L/O: to analyse representation & media language in similar adverts
Analyse media language or representation
two questions = 10 marks and 15 marks
can be asked about ML or R in one of the set texts or in an advert from one of the same genres.
Asked to compare one with a similar unseen advert
Homeless Charity Ads
Dark, desaturated colour palettes. Shock factor. Direct Address. Sans serif fonts - gender neutral. Uses fear. Provides a link to donate to the charity/ find more information about the charity. Bold text, easy to read. Mix of shot types. Represented them as helpless. Social Duty
Fashion Ads
The majority of adverts use a stereotypically attractive person - mix of genders. Adverts are starting to become more varied in representation. Usually uses thin text - stereotypically feminine. Background is usually a block colour, draws attention to the brand & the clothing. Promotes consumerism. Model centre positioned. Models usually women, but can vary dependant of the brand. Suggestion of middle class+ people. Stylised and glamourised. Usually only one model. Variety of ethnicity - lack of disability, age, body type.
Health and Beauty Ads
Model are stereotypically white and 'perfect' (skinny, flawless). Lots of skin on show. Generally contains a picture of the product.
Friday 1st March 2024
Exam Structure
L/O: to structure effective exam responses
The colour palette is predominantly blue, as it has connotations of masculinity through traditional stereotypes.
Representations of ethnicity, gender. Representation of victims of FGM
Use of a star vehicle - Beverly knight
underrepresentation of age, disability, lower class
Representation of a dangerous reality that individuals who are victims of FGM or abuse suffer in.
HOMEWORK:
Explain how viewpoints and ideologies are communicated by the media language in adverts:
PLAN:
Promotes ideologies of women working in the kitchen
Promotes the brand's viewpoint of removing the idea of being a perfect mother
Viewpoints and ideologies are communicated through the Media Language used in the Dove advertisement.
The traditional ideologies of women being in the kitchen are communicated through the Media Language. This is seen through the Mise-En-Scene of the advertisement. The setting used in this advertisement is a kitchen, which promotes the traditional, ideological values of women working in the kitchen. Also, she is baking with her children - as shown by the bowls, containers and open fridge. This promotes a traditional ideology of women cooking & baking. In addition, the use of blocking places the mother in the kitchen with her children. This promotes traditional ideologies of women working in the kitchen, as well as ideological views of mothers being the primary caretakers of their children. This communicates a traditional viewpoint of motherhood.
The Dove advertisement also uses Media Language to challenge traditional ideologies of being the 'perfect' mother. This is seen through the combined use of camerawork and mise-en-scene. The use of a mid-shot shows us the chaotic situation that the family are experiencing. We are able to see the young boy throwing the oats into the air, the mother attempting to control the situation and the fridge door being left wide open in the background. Furthermore, we are able to see the mise-en-scene of the mothers face as she isn't stereotypically perfect (she isn't flawless). Also, this camerawork allows us to see the mise-en-scene of the un-ironed shirts that are full of creases. These challenge the ideological views of motherhood being a perfect, easy job as we are able to see the struggle behind the lives of mothers. Instead, it communicates the viewpoint that motherhood is not an easy task and that they wish to break down and removed the ideas of being a perfect mother, which promotes the views and ideologies followed by Dove.
The Dove ad campaign uses Media Language to promote ideologies of multiculturalism. This is seen through the use of camerawork. The use of a mid-shot allows us to focus on the faces of the family and we are able to see that they are Asian. This promotes ideologies of multiculturalism, which is expected as they are a UK brand and the UK is a multiculturalist country. This promotes the values and ideologies of the brand, as Dove are a brand focused on body positivity and should be available for everyone.
Thursday 7th March 2024
Exam Questions:
The Simon On The Streets advert conveys values, attitudes and beliefs about homelessness clearly through its use of a wide range of media language.
The Simon On The Streets advertisement conveys the belief that homelessness is a large social issue that requires societies help to fix. This is seen through the Camerawork. Three of the images used show us people looking at/scanning the QR codes. The use of long shots paired with showing the backs of these people positions the audience to feel like they are there, seeing society acknowledging the QR code. This personalises the issue of homelessness and it conveys the attitude that society must be the ones to donate. It also demonstrates the contrasting situations of a tech native society and the struggles of homelessness. In addition, this is anchored by the text. The emotive language used in the text engages the audience, and reinforces the attitude that homelessness is a large social issue. It appeals to the audience, causing them to empathise with the position that homeless people struggle in. We are able to apply Levi-Strauss' theory of structuralism to this, as the advert conveys the contrasting ideologies of a tech native/technologically advanced society against the struggles of homelessness. This shows the social context of society, as we are known for being digitally immersed whilst people are suffering on the streets.
The Simon On The Streets advertisement conveys the attitudes that homelessness causes people to be helpless and left with nothing. This is seen through the Mise En Scene. The QR codes are printed on a square of cardboard and are placed alongside shopping bags, empty bottles and blankets. These have connotations of struggling to get necessary resources and activate myths of homelessness. We are able to apply Barthes' theory of of semiology to this advertisement. The denotations of an empty bottle is a lack of necessary resources. The denotations of a shopping bag is needing to get necessary resources. The denotations of a blanket is that it is used to keep you warm. These all have connotations of struggling to get necessary resources such as food, drink and heating.
The Simon On The Streets advertisement conveys the value of humanity and helping those in need. This is shown through the Mise-En-Scene. The QR code links to a JustGiving page, which conveys the value of donating to charity to help homelessness. In addition, the use of emotive text anchoring the images makes the audience feel that they must donate to Simon On The Streets. The combined use of these elements are conventions of a charity advertisement, and not a commercial one. This reinforces the values of helping those in need.
To conclude, Simon on The Streets use a wide range of media language to clearly convey values, attitudes and beliefs surrounding homelessness and to convince the audience to donate to the charity.
The representations in the Dior and River Island Advertisements are very effective, conveying a range of representations of ethnicity, disability and gender.
The River Island advertisement reinforces stereotypical representations of French people as romantic. This is seen through the Mise En Scene of the red background. The colour red has connotations of romance, passion and love. These are connotations that are also found surrounding the French language, which stereotypically represents Jordan Luce in that way. This is a positive representation, though it is stereotypical. As he is the only person in the advertisement, he is the only representation of different ethnicities that are not white & British/American. In contrast, the Dior advertisement has a wide range of ethnicities, including White, Black and Asian. This subverts the expectations of a fashion advertisement, as they would normally only represent people who are white. This is a positive representation, as they are not presented differently because of their ethnicities.
The River Island advertisement also includes representations of disability is a positive way. The use of a medium long shot allows us to see Jordan Luce's wheelchair. This use of camerawork creates a positive representation, as his disability is treated as a part of him, rather than being cut out of the image. In contrast, the Dior advertisement does not have any immediate representations of disability. We cannot be certain if any of the models have mental disabilities, but we can see that they are unlikely to have any physical disabilities. We are able to apply Neale's genre theory. The River Island advertisement subverts genre conventions through representing disability, as disabled people are commonly unrepresented in fashion advertisement. However, the use of the star system through Jordan Luce fits Codes and Conventions of celebrities being models in fashion advertisements.
The Dior advertisement represents gender in a positive way. Though we see three men in the advertisement, and one person who is presented in a more androgynous manner. This makes it so that you wouldn't be able to recognise their gender if you did not know who they were. Although there is a lack of representation of women, gender is still represented in a positive way as the brand promotes the values of not treating gender as a fixed structure, but more as a spectrum through the models androgynous appearance. In contrast, The River Island advertisement only has representations of stereotypically masculine presenting men. Jordan Luce is wearing a jacket and trousers, which are stereotypically masculine clothing. Furthermore, he is physically fit.
To conclude, both advertisements has a wide range of representations of ethnicity, disability and gender.
Friday 8th March 2024
CASE STUDY 3
THE BIG ISSUE
L/O: to research institutions & ideologies behind case study product
Colour Palette:
Red, Black, White - codes & conventions of a rock magazine
Typography:
Sans Serif, Bold - Gender Neutral, stands out
Conventions:
Main Image fills the whole cover
Multiple Cover Lines - on the side
Large Masthead - top 1/3 of the cover
Sans Serif Font
At least one Puff
glossy
The Big Issue:
1991
Gordon Roddick
Social Enterprise
200M copies in britain alone
Big Issue Shop
Enables people to make a difference
1)
The magazine is a social enterprise that was created to create impact and make a profit, reinvesting the profit into make the mission grow and help people struggling with poverty.
2)
social and political issues
3)
Young, Socially Aware, Educated. left wing audience, liberal views.
4)
£4
5)
Digitalised - subscriptions. Mobile Card readers.
Notes:
Launched in 1991, aims to transform lives of London homeless people.
slogan - hand up not a hand out. Non Profit. social enterprise
offers jobs to those who are homeless/bordering on homelessness, supports communities and offering jobs that don't require qualifications.
covers a large variety of topics ranging from very light (culture, games etc.) and very heavy topics (political toils, global issues, worldwide turmoil etc.)
Big issue magazines in the UK are £1.75 for vendors and £4 for the public to buy from vendors.
The big issue now uses mobile card readers to combat the lower amounts of people carrying cash due to Covid-19 and government recommendations.
sales increased by about 40% because of card readers.
The Big Issue can be bought in some retailers and online from specific vendors.
Thursday 14th March 2024
The Big Issue
Big issue readers are:
university educated
interested in politics, popular and high culture
limited disposable income (generally middle class)
socially conscious
young at heart, educated, loyal. slightly more women than men. 60% of readers are aged between 18 and 49.
ideologies:
- Lots of articles about war
- serious topics, open minded view
- dance, music, history, art - car about culture.
- wide range of designs for the covers, mix between celebrity, politics and graphical.
- has some lighthearted topics alongside the serious ones.
- lots of satire when talking about politics - high brow humour
- lots of diversity - massively inclusive
- presents alternative views to the mainstream.
Friday 15th March 2024
Cover Analysis
L/O: to analyse The Big Issue covers effectively
cover lines are smaller and aren't going down the side of the page.
Masthead is split. - goes around the main image & article, implies that the main image is the "big issue"
Tone of address is more educated.
doesn't always have a puff
One central image.
The layout of the masthead is used to create meaning. Through splitting the masthead, it subverts genre conventions of magazines. In addition, the Masthead surrounds the main image and Main article. This creates the meaning that the main article - Sophie L Morgan's battle to make the unseen seen - is the current 'Big Issue'. In addition, the main cover line saying "make the unseen seen" challenges stereotypical representations in magazines. Disabled People and Women are commonly underrepresented and seen as less important in the media, making this magazine challenge stereotypes of magazines in the media. This is supported by the main image, as Sophie is positioned in a confident pose with her legs crossed. This challenges stereotypes surrounding disabilities, as they are commonly represented as helpless.
The mode of address is more educated than commonly seen in magazines. The only direct address is found in the magazine would be the eye contact Sophie makes with the reader. The cover lines do not use direct address, and seem to be in a more educated tone, which appeals to the target audience as they are university educated. The use of the tagline "A hand up not a hand out" reinforces the magazines values, as they wish to help people who are struggling financially and are homeless/near homelessness. This also appeals to the target audience, as they are middle to left politically leaning and would like to help those who need that support.
Thursday 21st March 2024
Constructing Meaning
L/O: to analyse the use of intertextuality and multiple meanings
1. war, supporting veterans, helping veterans who are near homelessness.
2.
cover lines - "keeping veterans off the streets"
main image - soldier.
poppy - symbolic of war
michael morpurgo - war author
green - camouflage colour
Intertextual & Cultural references:
trump as slimer
ghostbusters - recent ghostbusters
big ben, parlament - front row
white house - back row
american influence on british culture
This cover of "The big issue" depicts 4 female celebrities (Hillary Clinton, Theresa May, Taylor Swift and Serena Williams) photoshopped as the main crew of ghostbusters, which is in reference to the ghostbusters movie that came out in 2016. In the background we see trumps face photoshopped onto the ghost slimer from ghostbusters. This creates the meaning of these women defeating the patriarchal society found in 2016 politics as well as representing them as powerful, and as heroes compared to Donald Trump. The mix of American and British women shows the political, cultural and social influence that America has on the UK. Furthermore, the one British person being placed at the front implies that the UK is better than the US
In the background of this cover, we see the white house in the back, with the houses of parliament and big ben in front of it. This perpetuates the meaning that the UK is better than the US. Furthermore, trump being placed passing between the white house and the UK landmarks shows the influence that American culture and politics has on the UK through Trump.
UNFINISHED
Friday 22nd March 2024
Representation:
L/O: to analyse the representations & ideologies constructed
1. Pink - femininity - the queen, contrasts the black
2. Queen recently passing away, transition from queen to king. queens head/ kings head on a coin.
3. Focus is on the royal family. black links to masthead & topic.
4. green -neutral colour, royal family are meant to be politically neutral. Green - positive, good. Charles pushes for ecology/ against climate change.
5. Black - death, seriousness, mourning
6."our" - inclusive address - united.
7. serious but happy - this is a serious situation but it is seen in a positive way. showing respect to the queen
Rishi Sunak & Kier Starmer - both are edited to have the heads enlarged - humorous, invites the audience to treat them like jokes. Inflated ego's
Enlarged heads intertextual references to "carry on" films.
Carry on films are intentionally bad humour
black and white - old fashioned opinions.
Keirs face - serious. Rishi's face - humorous.
Blue is placed on top - conservatives are in power,
"our man Will Payne" + image of him - personalises it, unites us with him. positive representations.
white text - contrasts with the red & blue. Red, White, Blue - union flag
Image encased by "big issue" - this is the current issue.
Titanic - disaster, politics in the UK is a disaster
Burning recycling bins - British politics is a dumpster fire/ tory party is a dumpster fire - audience are mid-left wing, audience are intelligent
burning bins + oil + petrol + factory uniform, climate change.
HS2 - rishi sunak cancelled/pushed back the creation of it.
The combination of Rishi Sunak wearing a factory uniform, as well as the petrol, burning recycling bins and the mention of oil shows the serious effects on climate change created from this things.
Rishi - joking expression - makes him look like a joke. Satirised
Insinuating that Rishi Sunak is lying about everything.
Fire - hot topic,
Thursday 28th March 2024
Essay Format:
L/O: to apply previous learning to answer exam style questions
The big issue effectively uses a wide range of media language to satirise world politics, showing the idiocracy of political leaders and expressing their mid-left wing political opinion, which makes the reader think outside the box. This is done through elements such as the "cute", "child-like", illustrated art style; the vibrant colours and the text.
"Happy", "Code to joy", "positive". contrasted by "world gone wrong"
"happy" - large, main message, satirises politics. Yellow - connotes happiness
sans serif - gender neutral - less sophisticated - generalised
text on the banner styles background - satirises "world gone wrong"
"tree of life" - link to life and the afterlife, wellbeing
"your" - direct address
"post-truth art" - intelligent readers will understand
"essential" direct, the audience needs it.
" a hand up not a hand out" - helping those in need, wellbeing - bad wellbeing can lead to financial struggles and vice versa.
1)
The big issue effectively uses a wide range of media language to satirise world politics, showing the idiocrasy of political leaders and expressing their mid-left wing political opinion, which makes the reader think outside the box. This is done through elements such as the "cute", "child-like", illustrated art style; the vibrant colours and the text.
The producer has used the visual art style to satirise global politics. We can see this through the imagery of Donald Trump on the twitter logo, the Korean missiles, Vladimir Putin on a unicorn and the new Brexit passport next to the fish. Trump's head on the twitter logo shows his vocalising of his political opinion on twitter, as well as his belief that many people on twitter spread "Fake news". This satirises Trump's opinion & character. The smiling Korean missiles paired with the smiling love heart satirises the threat of nuclear warfare that was happening between America and Korea. The imagery of Vladimir Putin on a unicorn is an intertextual reference to an image posted of Vlad shirtless on a horse. These images paired with the child-like art style express The Big Issue's mid-left wing political opinion, through satirising the political contexts of global politics & politicians in charge in 2018.
The producer has used the lexis and typography to satirise global politics. We can see this through the semantic field of happiness and mental health. The words "happy", "code to joy" and "positive" are used in the cover lines. The word "happy being extremely large in the centre of the page connotes that it is important. When paired with the "How to be" text, it shows that mental health is the main focus of this edition of the magazine. The "In a world gone wrong" text connotes that the historical contexts of 2018 had a severe affect on people's mental health. The use of the word "essential" when describing the 'guide' paired with the direct address of "your" personalises it, insinuating that global political contexts of the time has had a direct effect on the reader's mental health.
The producer has used layout to satirise global politics, as well as to show their own political opinion. Through placing Trump just below the rainbow it satirises him, and shows his lack of support towards the LGBTQ+ community. Similarly, Putin being placed on a unicorn with rainbow hair shows his similar political opinions of not supporting the LGBTQ+ community. In contrast, the "The Big Issue" logo being placed in front of the rainbow shows that they are supporting of the LGBTQ+ community.
To conclude, The Big Issue effectively uses a wide range of media language to create the dominant meaning of satirising the global politics of the time, which shows their mid-left wing political stance.
Thursday 18th April 2024
ML & R Exam Questions
LEARN THIS FOR EXAM
The Big Issue attempts to position its audience to have a sympathetic viewpoint towards those that are homeless. It aims to create a positive representation of homeless people and to create a connection between them and the reader rather than following the misrepresentations of worthlessness and helplessness seen in other mainstream magazines. This is anchored by their tagline "A hand up, not a hand out", which challenges the negative stereotypes of the homeless and promotes The Big Issue's ideological values of shared responsibility.
Friday 19th April 2024
ML & R exam questions:
Chris Hopewell - director of burn the witch
Lil Nas X - Directed Sun goes down.
1. The distribution model of The Big Issue is extremely effective, as it activates the values of shared responsibility in its audience through the personal connection with a vendor. The vendor's selling the magazine are either homeless/on the brink of homelessness. This gives the audience a face to know how they are helping, as well as helps them build personal connections. In addition, the magazines can be accessed in shops/online. This allows the audience to help someone even if they don't have a vendor in their area. It also follows the recent technological advancements of buying online. This makes the distribution model effective, as it gives people the ability to purchase a magazine from anywhere.
2. The shelter campaign subverts traditional, stereotypical representations of homelessness through the varied range of genders shown, which subverts the social stereotype of homeless people being older and male. Furthermore, the use of a younger group of people also subverts the traditional stereotypes. The repeated use of "we can help" challenges the stereotype that people who are homeless/on the brink of homelessness are helpless. It informs those who are struggling that they are able to easily access support when it is necessary.
3. Artists such as Radiohead may choose to not appear in their music video for a range of reasons. They may not be a popular band, and may be focused on promoting themselves through placing the focus on their music. Or, they may wish to promote the values & ideologies that they follow, and so will not be in the video so as to not take away from the meaning behind the video.
Postmodern - draws attention to the fact that it is a media text that was constructed - uses intertextuality.
Intertextuality - referencing another media text
Ideology - 'ideal' beliefs
Ethnocentrism - using your own culture to shame another culture.
Value Transference - adds a particular value to the meaning of something
Xenophobia - prejudice to people form other countries
Stereotypes - generalised beliefs over a group of people
Connotations - meaning created from a denotation
Chris Hopewell uses intertextual references to The Wicker Man and Trumpton in order to represent the contexts of immigration and xenophobia at the time, as well as to promote Radiohead's anti-xenophobic values and left-wing political opinion and creating value transference.
Q6:
Intertextuality - can be referencing repeated representations
France - romantic
men - sporty
Nike tick - brand recognition, iconic
"presented by department of Nike Archives" - government info campaign style.
Celebrities - Jordan Luce, Markus Rashford
Intertextuality is used in both advertisements - Nike relies on it & uses it more, RI uses it less, isn't very noticeable/effective
6)
Both the River Island advertisement and the Nike advertisement use intertextuality. However, the Nike advertisement relies on it and uses it more effectively, whilst the River Island advertisement doesn't require it and uses it less effectively. River Island explicitly says their name in the web URL underneath the logo, whilst Nike does not need to say their name as they are recognisable by their "Tick" logo.
In the River Island advertisement, intertextuality is seen through the use of repeated representations. A solid red background is used for this advertisement. The colour red has connotations of love, passion and romance. This, paired with Jordan Luce being French, repeats the stereotypical representation of French people being romantic. In addition, the use of Jordan Luce as the model is intertextual, as he is a sports celebrity. This also creates the repeated representation of men as sporty.. Jordan Luce's pose places him so that his wheelchair is visible in the advertisement. This highlights the fact that he is a disabled model. When paired with the hashtag #labelsareforclothes, it references the modern, progressive representation of not labelling someone/mistreating them for their differences, such as their disability.
Similarly, the Nike advertisement uses the intertextuality through the use of repeated representations. The Nike advertisement uses intertextuality by including the sports celebrity Markus Rashford. This creates the repeated representation of men as sporty. Furthermore the intertextual use of the city 'Wythenshaw' creates a personal connection between people from that city and Rashford. We can also see intertextuality through the use of the Nike logo. It is placed at the bottom of the screen, and is the last thing that the audience will see. The intertextual reference of the logo is extremely well known, which means they do not require the name of the brand.
The Nike advertisement also uses intertextuality by referencing the layout/style of governmental documentaries. We can see this through the use of the "presented by the department of Nike archives" text. This style is only seen in governmental documentaries, which creates the effect of the advertisement being official.
To conclude, both Nike and River Island use intertextuality in their advertisements, however it is less noticeable in the River Island advertisement and is not necessary in making the advertisement more effective. The Nike advertisement uses it well and it adds to the effectiveness of the advertisement
MV ANALYSIS:
ReplyDeleteGood notes and some interesting analysis. Make sure you're getting as much detail as you can. -link to the context or wider narrative
MV INITIAL RESEARCH:
Good notes
MV CASE STUDY 1 NOTES:
ReplyDeleteSome great notes and insights. Well done.
MV CS1 REP Q:
WWW: this is awesome! Detailed and in depth analysis, supported by media language & context.
EBI: try including theory where relevant - e.g binary oppositions
MV CASE STUDY 2 NOTES:
Good - great ideas on intertextuality - make sure you link these to the specific CONTEXT.
MV EXAM Q:
WWW: excellent analysis with in depth examples and accurate terminology!
EBI: make sure all points link to the specific contexts or meanings. The first paragraph lacks this but the second if fab.
ADVERTISING INTRO ANALYSIS:
A good start but you need to make sure you are linking the techniques used to the messages in the adverts.