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)ˈfɪl...

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 de...

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 ...

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...