Revision
GENDER REPRESENTATION
Alvarado’s Race Theory (1978)
Four key themes in racial representation:
–Exotic
–Dangerous
–Humorous
–Pitied
Black stereotypes
POSITIVE
NEGATIVE
WRITING ABOUT MEDIA
How media language effects a newspaper?
- The language in a newspaper can effect peoples options on certain subjects, for example negative language such as 'gross' or 'horrid' will make the audience know that the subject is bad and will have a negative option on the issue while positive language such as 'happy' or 'wonderful' will have the opposite effect.
Media Language Definition - Media language is the way in which the meaning of a media text is conveyed to the audience. (symbols can also be used in media language)
Paul Gilroy's Postcolonial Theory
Colonialism - period between the 1500s - 1900s when counties claimed counties as their own in order to begin to rule and exploit them. they would then make a new government and therefore would gain ownership of the land, the people and the resources.
Believes ethnic minorities are often shown as powerless, weak, dehumanised, marginalised and 'other'. They are lower then people from white British communities.
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Van Zoonen Theory
Woman - make up, dresses, staying at home, having children and getting married.
Men - strong, good looking, works and brings home the bacon.
Vern & Bonnie Bullough (1993) - Gender roles are equated with masculinity and femininity, male as provider female as nurturer. These two concepts can help us understand how gender is social construction directly linked to heterosexual roles.
In this newspaper article from The Guardian it describes the impact of racist abuse and its effects in sport. This event is about a mans connection with racist abuse directed towards Manchester United players.
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By using Paul Gilroy's Postcolonial Theory we can see that the implied belief that ethnic minorities are often shown as powerless, weak, dehumanised, marginalised and 'other'. Suggesting they are lower then people from white British communities. We can clearly see how this event is linked to this theory as the man reportedly named as Anthony Burke has acted in a way which dehumanise the football player (making monkey faces).
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The man has been arrested over the alleged racist abuse and others have blamed politicians such as Boris Johnson for allowing there to be a climate where racism is more acceptable (especially in sports).
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Leading into ideas of a post-colonial world where the representation of black popular culture is seen as backwards including the concept of 'Black Atlantic' which draws attention to continuities in the culture created by the Brazilian diaspora across national boundaries.
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The Manchester United player also had a lighter thrown at him from the crowd supporting the fact that the player was shown clear racism throughout the football match.
The theory implies that we are living in a post colonial world where from the 1950s on wards there has been many consequences to do with the colonialism period 1500 - 1900s effecting old fashion attitudes and how they have travelled from that period to this period of post-colonial issues. Nowadays some people still carry the view of people of colour being dehumanised and degraded due to their colour and ethic background giving these racist people an excuse to show them hate and show their dislike towards them through violent. Even through their are now less of these hateful people in the modern world it is still a big issue people have to face everyday.
The theory linking back to the sexist issues in this newspaper is Vern & Bonnie Bullough (1993) where gender roles are equated with masculinity and femininity, male as provider female as nurturer. These two concepts can help us understand how gender is social construction directly linked to heterosexual roles.
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The area in which this theory is shown in the newspaper is the ad at the top coloured in bright pick, this colour has more than likely been used in a stereotypical way to draw the attention of a female audience. The ad gives of the idea of women being light, small and pretty only used to be objectified by men who find them attractive.​
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Other areas where media language has been used to represent sexism is through the quoting of a minister where he had called his P.A. 'sugar tits', revealing the disrespect this woman had received in the work place as she was expected to deal with it, as if it was all she was good for and was not able to be respected by her fellow workmates due to the higher up and more power minister, once again suggesting the male and female stereotypes.
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these stereotypes include men as strong, independent and in charge, while women are weak, powerless and fragile.​
Advertising and Marketing - Viewpoints and ideologies
welfare - the health, happiness, and fortunes of a person or group.
Stuart Hall’s Reception Theory
•Analyse the media language
•Identify the media language that conforms to the ideology that the producer intends to communicate to his audience (preferred meaning)
•Identify the oppositional and negotiated reading of the text for a range of audiences
Is targeted to a brand wanting consumers
Use Stuart Hall’s Reception theory
a preferred reading of this advert would agree with the message behind the advert and would want to buy the product.
The advert attracts viewers through the use of bright colours, they use this as bright colours make it so the audience is drawn towards the advert and remain somewhat entertained enough to watch a part of the ad. The advert also uses celebrity endorsement to draw in a audience as by using this football player the audience can then admirer his life style and wish to be like him therefore buying the product to become like him. The advert has been made humours by the use of CGI effects for example the volcano on the mans head makes the advert funny while also adding a metaphorical scene to the ad 'the product is mind blowing' the CIG effect is used to add many elements to the advert so that the ad will be funny to look at and will be surreal in a scene that it is not possible to have a whole beach growing on a man. The product it self is presented as a topical item which draws people in as the idea of escape, holidays as well as topical appeal makes people like the idea of that life style and in tow that product.
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30 year old male, white non disabled - this viewer would most likely be a preferred reader of the advert as the advert has been aimed towards them in some way, such as the main person in the ad being a non disabled male similar to himself, the viewer will see this and most likely want to buy the product.
The man is most likely:
C - skilled working class/middle class
A - 30
G - male
E - white
D - none
Meaning that the advert almost completely targets him and due to him being around middle class it means the man will have enough money to spend on this product. This viewer may also find this advert funny and understand the message behind the advert that in order to be good looking and get what he wants he has to 'smell like a man' and buy the product for his own personal use.
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Non-working, pensioner, white, female - this viewer will most likely be a negotiated reader of the advert as the advert does not target her in anyway other then perhaps as a gift to someone else.
The women is most likely:
C - Unemployed
A - Old around 60s
G - Female
E - White
D - None
Due to this women being a 'struggler' and not having the money to send on products that are not aimed towards her the viewer will more than likely not buy the the product for herself as well as the fact the product is aimed towards men, although the women could buy the product for a friend or family member as a gift for a birthday or Christmas meaning that she understands the message behind the product and may find the advert humours, she still has no real reason to buy the product and therefore more than likely will not. The women could also perhaps be a op-positional which referrers to the idea that the women would not be interested in the product at all and completely disagrees with the message, for example many the man in the ad is not her ideal type or does not want to buy it for anyone she knows, she may even not like the humour in the ad and think it is not funny in the slightest.
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Of course the company who makes the product wants people to like the advert and be drawn into buying the product as this means they will receive more money and will be able to keep making the product so that they eill make even more money, so when someone dislikes the advert it makes it so they will either have to redo their advert and revamp the brand so that their target audience will want to buy the product or they will do nothing as it is not their target audience that does not like the product.
Special effects has been used to add defines features to the football player so that they look more like a ideal man with good faecal features in hopes people will buy the product to look like him.
Bright colours draw in the audience to the advert as bright colours attract people. also the colours compliments each other as they are on opposite ends of the colour wheel.
One person who may want to buy this product include young white males who want to be sporty, these men will more then likely be aspires and will around working or middle class, these people will want to follow the more liked brand so as this drink is like quite a lot amongst men who partake in sports therefore buying the product just ti keep up with everyone else. Since the advert has used a football player as their front they will automatically gain the consumers who are fans of the football player as they will want to be like him including most white men. This all means that that white middle class male Bobby would be a preferred reading viewer to this advert as they understand the message behind the advert, they like the people in the advert, and they aspire to be like the people in the advert they will more than likely buy the product.
The advert also uses celebrity endorsement to attract consumers to buy the product as if they are a fan of the football player they will want to buy the product to be like him in hopes of one day having his lifestyle.
Some people who may not be interested in the product and may therefor be a negotiated reader of the advert would be disabled people. For example a women in a wheel chair would not feel included as for one they are a women and the advert is more targeted towards men and secondly they have not featured a disabled person in their adverts