Component two- Media forms and products in depth

Component two- Media forms and products in depth

  • Media Language
    • Key theory 2- Claude Levi-Strauss- Binary opposition (Structuralism)
    • Key theory 1- Roland Barthes- semiotics
    • Key theory 3- Steve Neale- Theories around Genre
    • Key theory 2- Narratology- Tzvetan Todorov (The equilibrium theory in narrative media)
  • Representation
    • Key theory 9- feminist theory- bell hooks (how feminism can be for everyone etc)
    • Key Theory 6- theories of representation- Stuart Hall
    • Key theory 8- Feminist Theory- Lisbet Van Zoonen.
    • Key Theory 7-David Gauntlet- Theories of identity
  • Industry
    • Key theory 13- Regulation theory- Sonia Livingstone and Peter Lunt
    • key theory 12- Power and media industries- Curran and Seaton
    • Key theory 14- The cultural industries- David Hesmondhalgh
  • Audience
    • Key Theory 7-David Gauntlet- Theories of identity
    • key Theory 15- Albert Bandura- Media effects (the needle theory, that whatever you watch effects you)
    • Key theory 17- Stuart Hall- Reception theory (three different responses to a media piece.
    • Key Theory 16- George Gerbner- Cultivation Theory
Marxism- People who believe the poorer are below them, an use them for their own financial needs, and when the poorer people have had enough they rebel.

How does Adbusters conform to and subvert stereotypical representations of gender?

stereotypical
stɛrɪə(ʊ)ˈtɪpɪk(ə)l,stɪərɪə(ʊ)ˈtɪpɪk(ə)l/
adjective
  1. relating to a widely held but fixed and oversimplified image or idea of a particular type of person or thing.
  2. conform
    kənˈfɔːm/
    verb
    3rd person present: conforms
    1. comply with rules, standards, or laws.

      "the kitchen does not conform to hygiene regulations"

      synonyms:comply with, abide by, obey, observe, follow, keep to, hold to, adhere to; More
      • (of a person) behave according to socially acceptable conventions or standards.

        "the pressure to conform"

        synonyms:follow convention, be conventional, follow tradition, follow custom, fit in, adapt, adjust, follow the crowd, run with the pack, swim with the stream; More
      • be similar in form or type; agree.

        "the countryside should conform to a certain idea of the picturesque"

        synonyms:match, fit, suit, answer, agree with, be like, be similar to, coincide with, correspond to, correlate to, be consistent with, be consonant with, be comparable with, measure up to, go with, tally with, square with, accord with, parallel, harmonize with
        "the goods must conform to their description"
        subvert
        səbˈvəːt/
        verb
        3rd person present: subverts
        1. undermine the power and authority of (an established system or institution).

          "an attempt to subvert democratic government"

          synonyms:destabilize, unsettle, overthrow, overturn; More

objectification
ɒbdʒɛktɪfɪˈkeɪʃ(ə)n/
noun
  1. 1.
    the action of degrading someone to the status of a mere object.

    "the objectification of women as sexual possessions"
  2. 2.
    the expression of something abstract in a concrete form.

    "the objectification of images may be astonishingly vivid in dreams"

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
hɪˈdʒɛməni,hɪˈɡɛməni/
noun
  1. leadership or dominance, especially by one state or social group over others.

    "Germany was united under Prussian hegemony after 1871"

    synonyms:leadership, dominance, dominion, supremacy,


    Conceptually, hegemonic masculinity proposes to explain how and why men maintain dominant social roles over women, and other gender identities, which are perceived as "feminine" in a given society.
challenge
ˈtʃalɪn(d)ʒ/
noun
plural noun: challenges
  1. 1.
    a call to someone to participate in a competitive situation or fight to decide who is superior in terms of ability or strength.

    "he accepted the challenge"

    synonyms:dare, provocation;
    summons
    "he accepted the challenge"
  2. 2.
    a call to prove or justify something.

    "a challenge to the legality of the banning order"

    synonyms:

    		confrontation with, dispute with, stand against

    verb. 1. (transitive) to be excessively or irrationally devoted to (an object, activity, etc) Derived Forms. fetishization, fetishisation, noun.


    Symbolic annihilation is a term first used by George Gerbner in 1976 to describe the absence of representation, or underrepresentation, of some group of people in the media (often based on their race, sex, sexual orientation, socio-economic status, etc.), understood in the social sciences to be a means of maintaining ...

    scopophilia
    ˌskɒpə(ʊ)ˈfɪlɪə/
    noun
    1. sexual pleasure derived chiefly from watching others when they are naked or engaged in sexual activity; voyeurism.




  • How does Adbusters conform to and subvert stereotypical representations of gender?
    • This could be read as an attack on women, as it could be mainly judging women for spending ridiculous money on fashion brands.
    • Yet mostly men own all of these high fashion brands, which is conforming to hegemonic rules of society that men are more successful and dominant, and that women just buy whatever men say is good.
    • Representation is a way of the producer manipulating the audience.
    • The dominant ideology of Adbusters is being 'ironic', criticising and attacking adverts, which means it is subverting the stereotypical magazine, as it has no adverts, as it is 'anti-captialist' 
  • The representation of women in Adbusters is consistently subversive. Every case in Adbusters, the gender norms have been subverted and it goes against hegemonic ideas of gender. For example the catwalk model whom has been split apart by an image of inferred immigrants, the image lacks anchorage so the audience would have to figure out the image themselves, inferring that they are quite smart and supposedly higher class. Adbusters frequently uses a technique called culture jamming, in which is taking something from another culture and putting it into another context, and these two images conform to Claude Levi-Struass Binary Opposition theory, creating conflict, as one is in one bright colour connoting it is happy, healthy and wealthy, yet the image on top in black and white connotes, poverty misery and pain. The female legs connotes the fashion industry as it is a very female based industry to be in, the legs have been included and not the face, to remove the stereotypical 'wow she's beautiful response' however Adbusters takes this reaction away, we look up and see immigrants instead seeing her face.
















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