Collective identity is described as "individuals sense of belonging to a group who share a set of traditions and values". The 'Collective identity' of a group must take into account the role representation plays in the construction of a media text. I will be focusing on the representation of gender in the media and how certain media products have been conducted to show a certain view. This is known as Mediation where the term that defines media as being made up and distorted to suit the viewers. It means that everything we see on TV is Mediated to alter real life and therefore the producers show us what they want too, which can be evident in the representation of Gender. In comparison Buckingham says that identity is complicated and complex, "A focus on identity requires us to pay closer attention to the ways in which media and technologies are used in everyday life and their consequences for social groups".
Media representations of Gender can show the use of Patriarchy, which ultimately means a society run by men for men. If the media is mostly run by men, which a 2011 survey states that the representation of women in news media is 22%, then the contents that is being shown will be mostly directed for men. The 1966 Fairy liquid advert shows a very strong patriarchy view as the advert shows a middle aged woman in the kitchen washing up and teaching her young daughter about the specific cleaning product. This advert displays the stereotype that women belong in the kitchen. In comparison, an example of how the use of domesticated women in household media products have changed today is the use of men in adverts such as the ariel liquid-tabs 2012 advert where it shows an adolescent male talking about how he washed his own top. The use of a male instead of a female in the advert shows how gender roles in the media are being shown, however the degree of this change is very slight as the advert portrays the message that 'even men can do it'. Giddens structuration theory states that changes in social structure such as an increase of women in the work place means that the idea of "domesticity" has to be restructured in society.
The representation of woman in a sexualised way has also been an issue in the sense of Patriarchy. Woman have been used to sexualise products making it then more appealing for men. In an old advert selling Marlboro cigarettes it shows a half naked woman from the back, in this advert her face can only slightly be seen. The lack of facial features dehumanises the female by only perceiving her as an attractive body. The use of this Patriarchy style is still used in modern media products such as a recent links advert with the slogan "get dirty" showing the torso of a female in a bikini covered in mud. Her head and face are not included in the shot, this can give the idea that any feature not shown in the advert as unimportant and again dehumanises the female. Both examples are evidence that patriarchy is still highly used in modern media. These advertisement styles conform to Mulveys male gaze theory which is "the pleasure of looking a voyeuristic gaze directed at other people". The male gaze determines a fantasy of the female figure which is specifically styled in each product to attract male interest.
Feminism has influenced media products greatly by creating closer equality gender views within these products. Stratinati 1995 said "woman were usually shown as being subordinate, passive, submissive and marginal, performing a limited number of secondary an uninteresting tasks confined to their sexuality, their emotions and their domesticity. Due to feminism this has started to change and woman are being treated more equal with men. The female image is being changed by showing more positive and independent female roles as a results of the liberal feminists. Gauntletts theory that "identity is now consciously constructed, and the media provides some of the tools to help us contract our identities. The media contains a huge number of messages about identity and acceptable lifestyles. At the same time the public have their own diverse set of feelings. The media and media consumers are engaged in a dialogue in which neither overpowers the other." This supports the influence of feminism in modern media since an increase of strong female roles are being shown within media products after equal rights for male and females have been fought, making it more acceptable for females to be shown in this way. However, this does not immediately change all of the publics views on the subject although I do believe that the continuity of the perception of women in media products can result in portraying women differently in the future.
The use of men in a desirable role has increased within media texts, this is to attract women to certain products using Hansons female gaze theory. The conscious decision to play with traditional gender roles and the presentation of gender by switching them round is evident in the diet pepsi advert where a group of women are enchanted by a very physically attractive male taking his shirt off. The use of female gaze during this also links to Gauntletts theory where he talks about identity and acceptable lifestyles.
The medias representation of collective identity through gender still shows a significant amount of Patriarchy through ideas such as the male gaze. However, I believe that due to feminism the ideas and stereotypes of women being lesser than men will decrease. The changes in society will then influence the medias representation of gender according to Giddens structuration theory.
Tuesday, 19 January 2016
Wednesday, 6 January 2016
"Media representations of youth reflects societies concerns and fears" Bullet boy Homework
The representation of youth in the media has often been shown in a negative way, portraying them as violent and insubordinate towards society. The language, clothing and activities of the youths in these media texts are often primarily seen in certain parts of England where gangs and gang culture are highly active. This can raise concerns and create fears in society as this is the main representation of youth in modern media.
In the 2004 film Bullet Boy the young characters are shown in a dangerous and vicious manner through fighting, weapons, verbal abuse and the murder of two characters in the film. The main character Ricky is firstly shown leaving prison, this gives the viewer the idea that he has already been in some kind of serious trouble and during his first day out gets a hold of a gun. This representation of the main young character with a gun can link with recent events such as the Sandy Hook elementary school shooting (2012). The concerns of society are highlighted through media texts although what is being shown is part of a minority, this links with Giroux theory where "Youth becomes an empty category in representation- reflects adult concerns. Media representation of youth does not reflect reality of youth identity" which states that youth is only shown through what people fear the most instead of the majorities act. Youth in the 1961 film Wonderful to be young were portrayed in a completely opposite way, as being spirited and quirky through the musical song and dance scenes and by trying to save something that matters to them, whereas in modern films such as Green street (2005) and Ill Manners (2012) which depict youth as only conducting violence, sex and the use of drugs. The contrast between the illustration of youth in these media products are evidence to the change in how the media represents youth due to current events.
Another theory that can be related to the concerns and fears of society is Grebner's cultivation theory which states that the more time spent watching television the more likely they are to believe the social reality that is being portrayed. This theory states a different belief than Giroux, saying that the more television people watch the more they believe that what they are seeing as true, an example of this is the James Holmes mass murder where he shot a cinema full of people during the showing of the dark night film. Holmes was known for playing addictive violent role-playing video games and was also a huge batman fan, he also showed interest in the film The suffocator of sins which shows a vigilante who shoots criminals. All of these media products showed evidence during the massacre. This is an example of how people can start to believe that how they and characters act in video games and films as the way to act in the actual world.
In conclusion, the medias representation of youth reflects societies concerns and fears by using characters from whom show the most violence in todays society even though the amount of actual youths acting like this are a small minority. Therefore, enlarging societies fears and prolonging them. These fears however are not in all of society just the majority that only see what the media is displaying and because of this completely believe it.
In the 2004 film Bullet Boy the young characters are shown in a dangerous and vicious manner through fighting, weapons, verbal abuse and the murder of two characters in the film. The main character Ricky is firstly shown leaving prison, this gives the viewer the idea that he has already been in some kind of serious trouble and during his first day out gets a hold of a gun. This representation of the main young character with a gun can link with recent events such as the Sandy Hook elementary school shooting (2012). The concerns of society are highlighted through media texts although what is being shown is part of a minority, this links with Giroux theory where "Youth becomes an empty category in representation- reflects adult concerns. Media representation of youth does not reflect reality of youth identity" which states that youth is only shown through what people fear the most instead of the majorities act. Youth in the 1961 film Wonderful to be young were portrayed in a completely opposite way, as being spirited and quirky through the musical song and dance scenes and by trying to save something that matters to them, whereas in modern films such as Green street (2005) and Ill Manners (2012) which depict youth as only conducting violence, sex and the use of drugs. The contrast between the illustration of youth in these media products are evidence to the change in how the media represents youth due to current events.
Another theory that can be related to the concerns and fears of society is Grebner's cultivation theory which states that the more time spent watching television the more likely they are to believe the social reality that is being portrayed. This theory states a different belief than Giroux, saying that the more television people watch the more they believe that what they are seeing as true, an example of this is the James Holmes mass murder where he shot a cinema full of people during the showing of the dark night film. Holmes was known for playing addictive violent role-playing video games and was also a huge batman fan, he also showed interest in the film The suffocator of sins which shows a vigilante who shoots criminals. All of these media products showed evidence during the massacre. This is an example of how people can start to believe that how they and characters act in video games and films as the way to act in the actual world.
In conclusion, the medias representation of youth reflects societies concerns and fears by using characters from whom show the most violence in todays society even though the amount of actual youths acting like this are a small minority. Therefore, enlarging societies fears and prolonging them. These fears however are not in all of society just the majority that only see what the media is displaying and because of this completely believe it.
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