District 9.

Discuss issues of representation of gender and race.
District 9 has a negative representation of all groups of ethnicities. The powerful white people are just as poorly represented as the Nigerians who are represented as gang members, cannibals and inter-species prostitutes. Even though all these are recognisably negative and a bad portrayal of the country the white people are represented as maniacs who have no feelings and only care about the alien technology in order to kill.

Discuss how typical the text is of its genre.

How is the film post modern?

What is the contextual cultural content in the text?

essay draft

How is the female ideology and mindset represented differently through websites, focussing on Vogue and FHM.

The representation of female ideology varies due to the type of audience the text is targeted at. However audiences can often be passive and not notice the ideology that is being sold to them. (REFERENCE). In my research project I will be exploring this through various theories including Laura Mulvey’s Male Gaze, Hypodermic Needle and the active and passive audience theories. One aim of this project is to find out about gender roles in the 21^st century, how they have changed and are represented through my chosen texts Vogue and FHM websites. They have contrasting target audiences so the representation of woman is differing and allows me to explore female objectification and the differing mindset of the women represented in my two chosen texts. I will also look into the use of photo-shopping and manipulating the female form to give further ideologies to the audience and discuss the effect of creating a so called Hyper-reality.

  Photoshop is a tool used in every day media to change the way something or someone looks. It has been used greatly in advertising and gives a false portrayal to the audience of how a person looks and how they should look.  Both Vogue and FHM use Photoshop to edit the pictures they put up on their website however they do it in a very different way.

FHM and other glamour photography organisations have been accused of promoting an unrealistic image of females through the use of Photoshop. They make women have perfect, flawless skin with bright eyes, skinny waist but large breasts. FHM will do this because it attracts the audience the company most desires. (REFERENCE)

Vogue has a different target audience of young to middle-aged females and the website tends to just include very thin models or celebrities. (ANALYSE) A large issue recently showing the use of Photoshop in vogue is when Lady Gaga did the front cover of the magazine that was also put on the official website along with a video of the shoot. (1) The real images on the video are extremely different to the published front cover, where Lady Gaga appears taller and thinner with an extremely tiny waist where in reality this isn’t the case. (DISCUSS)

            Hyper-reality is a part of the Post modernism theory that circles around society today. This states that nothing is original; we are copying copies and viewing a fake reality but considering it reality. (REFERENCE) The use of Photoshop backs this theory as when we are looking at these manipulated images, they are fake, the females in the image do not look like this so the pure reality has been lost as a passive audience would just assume that is actually what the women look like and aspire to be like them.

An ideology is a set of ideas reflecting the social needs and aspirations of an individual, group, class or culture. (REFERENCE THE DEFINITON) Where as, gender ideology refers to the attitudes regarding the roles and responsibilities of women and men in society. In the ever-modernising society, men and women should have equal rights. However women still have the cliché of being a housewife who should spend their time in the kitchen or cleaning and ‘catering’ to their partners needs and wants. (EXAMPLE and SAYS WHO)

The FHM website I feel follows this stereotype as all the woman are sexualized and are featured because of the way they look, which is to satisfy a mans male gaze. Laura Mulvey is a theorist who introduced the Male Gaze theory in her essay called ‘Visual Pleasure and Narrative Cinema.’ It states that women are used as objects in film as the camera is controlled as if it were the eyes of a heterosexual man. (REFERENCE) I believe this is present in all media texts today. FHM prove this again as all images are women looking sexy or improper, and they do this to attract their target audience of Men in their 20’s as they associate that age with sexual exploration and a change of lifestyle. This gives females the ideology that they should all look and pose seductively like the women on the website in order to interest men.

Vogue follows the ideology of women being their own person and not owned or controlled by a man. It is full of articles and pictures supporting the strength of independence in women and not being sexualized. Instead the Vogue website follows another stereotype of women being shoppers and spending all their money on looking good. It gives information on the latest fashion trends and where you can buy certain ‘must need’ items of the season etc. This gives the ideology to the audience that all women should follow the latest fashions and be wearing them in order to look good and therefore attract a man. (QUESTION WHY DO THEY THIS)

Both websites, Vogue and FHM portray similar ideas of the ‘perfect woman’. All the models are slim and do not represent a normal woman. The average size of a westernized woman is a size 14, where as Vogue and FHM have models who are a size 4, 6 or 8 which are in the minority of the population. (EXPLAIN)

Bibliography

(1) http://www.buzzfeed.com/amyodell/you-knew-lady-gagas-vogue-cover-was-photoshoppe

Appendix

ACTIVE AND PASSIVE AUDIENCE THEORY

An audience theory is an element of thinking behind the way an audience responds to a medium. There are many theories that exist including active and passive, Hypodermic needle and Two-step flow. 

media question

To what extent are your chosen texts typical of their genre?

Sin City is a hybrid of film noir and the comic book genre. Film Noir reflects the ‘chilly’ cold war period, which influences the paranoia, mistrust and despair, which are important themes in the genre. It is also a product of post modernism. Another genre convention of Film Noir is that all male protagonists are damaged goods, this may reflect the period of when men returned from the war and were scarred from the things they saw. For example, in one particular scene, Dwight is driving with a dead corpse in the passenger seat; he imagines Jackie-Boy has come back to life, which shows he is a cynical, damaged protagonist. “Sure I’m just imagining him talking, but that don’t stop the bastard from being absolutely right.” Proving Dwight knows Jackie-Boy is dead but keeps talking and believing he is causing trouble.

Exam question practice- Sin City

“To what extent are your chosen texts typical of their genre?”

The main genres of the film ‘Sin City’ are film noir and comic book. The film follows the conventions of the film noir genre precisely. For example, Marv is a cynical protagonist who risks his life for the safety of Goldie/Wendy, his femme fatal. Marv follows and kills Kevin, the dark son of the villain Roark, who is a priest. This shows the corrupt nature of the genre. A specific scene which shows Goldie as the femme fatal is when her and Marv have made love, which he realises she chose him to protect her as she couldn’t protect herself and needed a man to do this as Kevin was coming after her. She is also beautiful, seductive and promiscuous which is why in the film, we later learn she was a prostitute. 

essay all together. needs editing and finishing.

How is the female ideology and mindset represented differently through websites, focussing on Vogue and FHM.

....

The representation of the female ideology varies due to the type of audience the text is targeted at. However audiences can often be passive and not notice the ideology that is being sold to them. In my research project I will be exploring this through various theories including Laura Mulvey’s Male Gaze, Hypodermic Needle and the active and passive audience theories. One aim of this project is to find out about gender roles in the 21^st century, how they have changed and are represented through my chosen texts Vogue and FHM websites. They have contrasting target audiences so the representation of woman will be differing and allow me to explore objectification and the mindset of the women representated in my two chosen texts. I will also look into the use of photoshopping and manipulating the female form to give further ideologies to the audience and discuss the effect of creating a so called Hyper-reality.

                  Photoshop is a tool used in every day media to change the way something or someone looks. It has been used greatly in advertising and gives a false portrayal to the audience of how a person looks and how they should look.  Both Vogue and FHM use Photoshop to edit the pictures they put up on their website however they do it in a very different way.

FHM and other glamour photography organisations have been accused of promoting an unrealistic image of females through the use of Photoshop. They make women have perfect, flawless skin with bright eyes, skinny waist but large breasts. FHM will do this because it attracts the audience the company most desires.

Vogue has a different target audience of young to middle-aged females and the website tends to just include very thin models or celebrities. A large issue recently showing the use of Photoshop in vogue is when Lady Gaga did the front cover of the magazine that was also put on the official website along with a video of the shoot. The real images on the video are extremely different to the published front cover, where Lady Gaga appears taller and thinner with an extremely tiny waist where in reality this isn’t the case.

            Hyper-reality is a part of the Post modernism theory that circles around society today. This states that nothing is original; we are copying copes and viewing a fake reality. The use of Photoshop backs this theory as when we are looking at these manipulated images, they are fake, the females in the image do not look like this so the pure reality has been lost as a passive audience would just assume that is actually what the women look like and aspire to be like them.

         An ideology is a set of ideas reflecting the social needs and aspirations of an individual, group, class or culture. Where as, gender ideology refers to the attitudes regarding the roles and responsibilities of women and men in society. In the ever-modernizing society, men and women should have equal rights. However women still have the cliché of being a housewife who should spend their time in the kitchen or cleaning and ‘catering’ to their partners needs and wants.

The FHM website I feel follows this stereotype as all the woman are sexualized and are featured because of the way they look, which is to satisfy the mans male gaze. Laura Mulvey is a theorist who introduced the Male Gaze theory in her essay called ‘Visual Pleasure and Narrative Cinema.’ It states that women are used as objects in film as the camera is controlled as if it were the eyes of a heterosexual man. I believe this is present in all media texts today. FHM prove this again as all images are women looking sexy or improper, and they do this to attract their target audience of Men in their 20’s as they associate that age with sexual exploration and a change of lifestyle. This gives females the ideology that they should all look and pose seductively like the women on the website in order to interest men.

Vogue follows the ideology of women being their own person and not owned or controlled by a man. It is full of articles and pictures supporting the strength of independence in women and not being sexualized. Instead the Vogue website follows another stereotype of women being shoppers and spending all their money on looking good. It gives information on the latest fashion trends and where you can buy certain ‘must need’ items of the season etc. This gives the ideology to the audience that all women should follow the latest fashions and be wearing them in order to look good and therefore attract a man.

Both websites, Vogue and FHM portray similar ideas of the ‘perfect woman’. All the models are slim and do not represent a normal woman. The average size of a westernized woman is a size 14, where as Vogue and FHM have models who are a size 4, 6 or 8 which are in the minority of the population. 

DRAFT ESSAY 2

IDEOLOGY/GENDER

An ideology is a set of ideas reflecting the social needs and aspirations of an individual, group, class or culture. Where as, gender ideology refers to the attitudes regarding the roles and responsibilities of women and men in society. In the ever-modernizing society, men and women should have equal rights. However women still have the cliché of being a housewife who should spend their time in the kitchen or cleaning and ‘catering’ to their partners needs and wants.

The FHM website I feel follows this stereotype as all the woman are sexualized and are featured because of the way they look, which is to satisfy the mans male gaze. Laura Mulvey is a theorist who introduced the Male Gaze theory in her essay called ‘Visual Pleasure and Narrative Cinema.’ It states that women are used as objects in film as the camera is controlled as if it were the eyes of a heterosexual man. I believe this is present in all media texts today. FHM prove this again as all images are women looking sexy or improper, and they do this to attract their target audience of Men in their 20’s as they associate that age with sexual exploration and a change of lifestyle. This gives females the ideology that they should all look and pose seductively like the women on the website in order to interest men.

Vogue follows the ideology of women being their own person and not owned or controlled by a man. It is full of articles and pictures supporting the strength of independence in women and not being sexualized. Instead the Vogue website follows another stereotype of women being shoppers and spending all their money on looking good. It gives information on the latest fashion trends and where you can buy certain ‘must need’ items of the season etc. This gives the ideology to the audience that all women should follow the latest fashions and be wearing them in order to look good and therefore attract a man.

Both websites, Vogue and FHM portray similar ideas of the ‘perfect woman’. All the models are slim and do not represent a normal woman. The average size of a westernized woman is a size 14, where as Vogue and FHM have models who are a size 4, 6 or 8 which are in the minority of the population. 

DRAFT ESSAY- basically notes.

·      Ideology/gender

·      Laura mulvey’s male gaze

·      Photoshop- hyper-reality

·      Active and passive audience

PHOTOSHOP

Photoshop is a tool used in every day media to change the way something or someone looks. It has been used greatly in advertising and gives a false portrayal to the audience of how a person looks and how they should look.  Both Vogue and FHM use Photoshop to edit the pictures they put up on their website however they do it in a very different way.

FHM and other glamour photography organisations have been accused of promoting an unrealistic image of females through the use of Photoshop. They make women have perfect, flawless skin with bright eyes, skinny waist but large breasts. FHM will do this because it attracts the audience the company most desires.

Vogue has a different target audience of young to middle-aged females and the website tends to just include very thin models or celebrities. A large issue recently showing the use of Photoshop in vogue is when Lady Gaga did the front cover of the magazine that was also put on the official website along with a video of the shoot. The real images on the video are extremely different to the published front cover, where Lady Gaga appears taller and thinner with an extremely tiny waist where in reality this isn’t the case.

            Hyper-reality is a part of the Post modernism theory that circles around society today. This states that nothing is original; we are copying copes and viewing a fake reality. The use of Photoshop backs this theory as when we are looking at these manipulated images, they are fake, the females in the image do not look like this so the pure reality has been lost as a passive audience would just assume that is actually what the women look like and aspire to be like them.

Audience Theory- Hypodermic needle

\
http://asanda2mediastudies.blogspot.co.uk/2011/01/audience-theories-including-passive-and.html


Passive Audience theory.

This relates to Vogue and FHM as the both inject the way a female should look, act and think into the audiences.

Post Modernism - Hyperreality

Reality is defined in reflections of the mirror to the world.
- Now we are copying copies and representing hyperreality as reality which makes us view a fake reality where real reality has been lost.

-'Pure' reality is replaced by the hyperreal where any boundary between the real and imaginary is eroded.

Laura Mulvey's Male Gaze

photoshopping

Use in glamour photography

The photo manipulation industry has often been accused of promoting or inciting a distorted and unrealistic image of self; most specifically in younger people. The world of glamour photography is one specific industry which has been heavily involved with the use of photo manipulation (an obviously concerning element as many people look up to celebrities in search of embodying the 'ideal figure').

Celebrities against photo manipulation

Photo manipulation has triggered negative responses from both viewers and celebrities. This has led to celebrities refusing to have their photos retouched in support of The American Medical Association that has decided to “take a stand against rampant photo retouching, declaring the practice detrimental to your health.”^[15] These include: Keira Knightley, Brad Pitt, Andy Roddick, Kim Kardashian, and Jessica Simpson.

In April 2010, Britney Spears agreed to release "un-airbrushed images of herself next to the digitally altered ones".^[14] The fundamental motive behind her move was to "highlight the pressure exerted on women to look perfect".^[14] In addition, 42-year old Cate Blanchett also appeared on the cover of "Intelligent Life’s 2012 March/April" issue ; makeup free and without digital retouching for the first time.^[16]

[edit]Governments against excessive photo manipulation

Governments are exerting pressure on advertisers, and are starting to ban photos that are too airbrushed and edited. In the United Kingdom the Advertising Standards Authority has banned an advertisement by Lancôme featuring Julia Roberts for being misleading, stating that the flawless skin seen in the photo was too good to be true. ^[17] The US is also moving in the direction of banning excessive photo manipulation where a CoverGirl model's ad was banned because it had exaggerated effects, leading to a misleading representation of the product.^[18]

[edit]Social and cultural implications

The growing popularity of image manipulation has raised concern as to whether it allows for unrealistic images to be portrayed to the public. In her article "On Photography" (1977), Susan Sontag discusses the objectivity, or lack thereof, in photography, concluding that "photographs, which fiddle with the scale of the world, themselves get reduced, blown up, cropped, retouched, doctored and tricked out".^[19] A practice widely used in the magazine industry, the use of photo manipulation on an already subjective photograph, creates a constructed reality for the individual and it can become difficult to differentiate fact from fiction. With the potential to alter body image, debate continues as to whether manipulated images, particularly those in magazines, contribute to self-esteem issues in both men and women.

In today's world, photo manipulation has a positive impact by developing the creativity of one's mind or maybe a negative one by removing the art and beauty of capturing something so magnificent and natural or the way it should be. According to the Huffington Post, “Photoshopping and airbrushing, many believe, are now an inherent part of the beauty industry, as are makeup, lighting and styling”. In a way, these image alterations are “selling” actual people to the masses to affect responses, reactions, and emotions toward these cultural icons.^[20]

http://en.wikipedia.org/wiki/Photo_manipulation