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Ideology/gender
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Laura mulvey’s male gaze
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Photoshop- hyper-reality
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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.
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