What kind of world is being represented by the media text and how is real life being constructed and mediated by the producers ? Is what it presents close to a reality ?
What elements of the group , issue or event being represented have been selected for the audience , and which elements have been ignored or removed ?
How are stereotypes used in the text ? Positively or negatively , and who is being stereotyped ?
Does the text reinforce these stereotypes or subvert, explore and challenge them, making the audience feel differently ?
Who is the target audience of the text ?
What is the context and purpose of the text , including the genre ?
What messages about the specific group /issue/event are contained in the text and how are they encoded and decoded in the technical codes ?
GENDER
Representation of women in the media
Stereotype 1 : Sex object
Text : Blurred lines music video ( Robin Thicke /Pharrell )
Silent
No agency
Used/dominated by men for their own purposes
Disposable and replaceable
Often undressed /dressed provocatively
Looking to camera/men either blankly or indicating sexual availability
Stereotype 2 : Housewife/mother
Text : Asda Christmas advert 2012
Own desires secondary to family
Decision maker and organiser in all domestic matters
Selfless
Main domestic worker : cooking,cleaning, picking up children, fixing ongoing issues
Text : Music video : Dear Future Husband ( Meghan Trainor)
Text : Music video : Hard out here ( Lily Allen)
Do these videos successfully subvert or challenge any of these stereotypes?
Text : Game cover : Tomb Raider ( 2013)
VIDEO ESSAY Born sexy yesterday
The Trinity Syndrome article
Representation of men in the media
Stereotypes and elements :
Masculinity
Sexuality /interest in sex
Competitiveness ( with other men/women)
Domination of women
Body image and physique
Power and independence
Head of family
Incompetence/lack of concern with domestic labour
Sexual attractiveness /concern with sexual attractiveness
Wealth and status
Stereotype 1 : Alpha Male
Blurred lines
Men's Health September 2014
Stereotype 2 : Nerd
Video essay : misogyny in The Big Bang Theory
Stereotype 3 : Lad
WKD advert " The lads clean "
Stereotype 4 : Failed Domestic male
SUBVERSIONS ?
Lynx : Find your magic
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