Ems Media

Terms: Stereotypically - relating to a widely held but fixed and oversimplified image or idea of a particular type of person or thing. Conforms -  comply with rules, standards, or laws.  "the kitchen does not  conform to  hygiene regulations" Subverts -  undermine the power and authority of (an established system or institution). "an attempt to subvert democratic government" Objectification - the action of degrading someone to the status of a mere object. "the objectification of women as sexual possessions" Sexualisation -  Sexualization  (or  sexualisation ) is to make something sexual in character or quality, or to become aware of sexuality, especially in relation to men and women. Sexualization  is linked to sexual objectification. Hegemony -  leadership or dominance, especially by one state or social group over others. "Germany was united under Prussian hegemony after 1871" scopophilia ˌskɒpə(ʊ)ˈfɪlɪə/ no

Media Theorist Categories -  Media language: Roland Barthes - Semiotics Todorov Steve Neal Claude Levi Strauss - Representation: Claude Levi Strauss - Structuralism bell hooks - Feminism Theory Lisbet Van Zoonen - Feminist theory Stuart Hall - Representation - Industry: David Gauntlet - Identity Theory Sonia Livingstone - Regulation David Hesmonhalgh - The cultural Industries Curran and Seaton - Power - Audience: David Gauntlet - Identity Theory Stuart Hall - Reception Arnold Bandeaus Hypodermic Needle Gerbner  Cultivation

Adbuster's lesson 2 Commodity fetishism - Giving significant value to an object Marksism: The conflict between the working class and the ruling class. The poor are kept poor by the ruling class who exploit them. This presents the working class from rising up. The ruling class uses commodity fetishism to keep the working class in their place. The tap is presented to be glamorous, and presents romance. The 'Him' presents personification of the tap, and presents a sexual element, much alike a perfume advert. The high angle shot express the woman's thinking, her empty hands represents she has nothing. Her hands are wrinkly of which suggests she has been submerged in water, of which implies she has more than these other people. the binary opposition of left to right, to Zucchetti water is worthless - the tap is the fetish. The water is glamourised to be made into a product - commodified.  Adbusters are protected by the fair use policy, they can use it for an educa

Adbusters' Parody Adverts  'Red Soles are always in season' This magazine is aimed at an audience who may have more money and can make a change. The dominant message put out by the producer is to put guilt on the audience for spending so much on shoes. Meaning is created by the mise-en-scene of the sand of which suggests this is n Africa which makes an intertextual reference to a charity advert. There is a referential code that the 'red soles are always in season' could symbolise the soreness of his feet from walking - this is dark humour. The white background could symbolise purity and innocence, the binary opposition of the image and it's poverty is a symbolic code.                                    The images do not fit together, this is a binary opposition used by Adbusters. We could assume the image at the top are migrants as they are dressed shabbily and have looks of despair on their faces. There is no caption so we have to make an assumption

Genre conventions in magazines are completely informed by the social and historical content to which they are made" - Michael Collins Evaluate this statement with reference to ' Adbusters' **. Make reference to genre hybridity. - Genre conventions are the things that make a magazine a magazine - Historical context is how the audience would react to the magazine at the time and the beliefs held by the society at that time. - Social issues reflect how the audience react to events that have happened e.g. global terrorism. - 'Evaluate' is an opinion, you do not need to agree with the theorists in the exam, in fact it is easier if you do not.They are only theories, not facts. You MUST give your own opinion. How to structure your essay: 1) Read the question and underline key terms - do this on the actual question paper. 2) Gut reaction - what's your opinion? What argument will you make? 3) Plan your essay - on the answer paper, can be rough. (Yo

Roland Barthe - Semiotics: Signs:  Anything can have a meaning                               Examples:  Open Signifiers:  The things that creates meaning                  Signified - To start something new Signifieds:  The meaning that is created. Codes:  Any element of media language that creates meaning for the audience Hermeneutic code:  Also known as enigma codes, these refer to something within the media product that creates mystery or suspense Proairetic code:  Also known as action codes, this refers to something within a media product that suggests that something will happen Symbolic code:  Something within a media product that creates a deeper meaning for the audience Claude Levi-Strauss - Structuralism: We don't know the world through what it is, but what it is not. If there was no concept of night then we wouldn't have days. If there wasn't any villains there wouldn't be heroes. Binary opposition is two things that are the opposite of eac

Adbusters Detournement - Hijacking (French) AKA 'Culture Jamming' The practise of criticizing  and subverting  advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global brands. Adbusters Covers  The genre of the magazine is not immediately clear, the cover does not give away what could be on the inside of the magazine. It could also be a parody genre, like the movie Scream of which is parody of slasher movies. This is because they have so many conventions to parody. It could also be a political magazine with dark humour. The magazine has a very informal mode of address, the covers have an enormous central image of which appears to be a convention of the magazine. The mastheads are all different, this inconsistency in comparison to other magazines shows they do not have a brand identity unlike vogue. The barcodes are in different places in every issue, this suggests that the producer has strong poli

IPSO - Independant Press Standards Organisation Ipso are a non government organisation that regulated the press media in the UK. They did not exist in 1964 as discrimination against women was not recognised. The ASA regulates print adverts. (Advertising Standards Industry)

Women Magazine Advert - 1985 The woman on the front looks like she is dressed up for a night out rather than to stay in at home. The masthead looks less girly and the font was quite naive and informal whereas now it's mode of address is still informal but less childish and it stands out more. The car competitions would not have existed in the 1960s as women were not socially allowed to drive, they should've been at home cooking and looking after the children. This is showing that times have changed with the stereotypes, and that women can live life in the fast lane. The ideology is not completely progressive as there is still mention of the kitchen and it is still enforced. It advertises working class 'high street' fashion, of which suggests their target audience hasn't had much changed.

IPC (Now Time Inc) History Summary: "Over 100 brands. 50 global offices. Millions of loyal consumers. One-of-a-kind experiences. Countless conversations. Time Inc. is one of the world's most influential media companies - home to 100 iconic brands like People, Sports Illustrated, Time, InStyle, Real Simple, Food & Wine, and Fortune, as well as more than 50 diverse brands in the United Kingdom such as Decanter, Horse & Hound and Wallpaper." IPC was bought out by Time Inc, making it a conglomeration. They are a very big publishing company and publish in a range of industries. Magazines are specialised as they target a specific audience, they gain money through the advertising of which can be sold as a premium as the advert will be reaching a specialised audience. Curran and Seaton - Power and Media Industries The media is controlled by a small number of companies primarily driven by the profit and power. Media concentration limits variety, cr

Magazine Industry Brand Identity: How a business presents itself to and wants to be perceived by its consumers. It is a way of distinguishing different companies. When a magazine targets an audience, they are also constructing a specific audience. This creates a guarantee that the audience will come back - Brand Loyalty. This means that companies can sell specific adverts. A logo is important because a consumer can easily recognise a product. This brand identity creates trust between a company and a consumer.  Vogue July 1965  Cover Star - Sophia Loren. The classy Serif font has connotations of elegance and good posture. it is minimalistic and has a harsher more snobby appearance than the font of 'Woman. The bored expression of the model suggests she is 'over it' and that she is better that the women who could be reading it of which would put a working class audience off. The cover has a regal focus on the colour blue that has connotations of wealth and roy

Women Magazine - Representation Component 1: The Film Industry Music Videos Newspapers Advertising Unseen media Component 2: Online media Magazines Television Industry No unseen media Bel Hooks - Feminist Theory 2 "Feminism is for everyone." Feminism is a struggle to end patriarchal hegemony and the domination of women. Feminism is not a lifestyle choice: it is a political commitment. Race, class and gender all determine the extent to which individuals are exploited and oppressed. If we have exceptions of women we also have expectations of men. If a man was to have long hair for example he would be seen as feminine or gay. In the advert women are represented as to be useless because she has ruined the dinner. The emotional response of her crying to the dinner, using the mans tissue, because she feels she has failed at being a woman. Whilst she is still in the home , she is still wearing feminine clothing. It suggests that the men don't car

 Woman magazine The use of a 'present' suggests this kitchen is something you want but not need, and therefore suggests this is something women should aspire for, of which reinforces hegemonic ideas that women should stay at home in the kitchen and are good for nothing but cooking and raising children. This is anchored by the happy looking photo of the women cooking with her child. The target audience for this 30-50 year old heterosexual women. The idea that women can make this kitchen themselves might make them feel empowered as normally they have to go through their husbands, and that through this they can explore their arty skills. The sexist term of 'any girl' suggests that women can weak and that they are not as capable as men. Female audiences may have skimmed over this article and read it and feel inspired but not have the motivation to do it.  The idea of getting the 'man in your life to do it' suggests that you must have a man in your l