Martha Kenny Media

Example Music videos  - representation  Cardi B - City Girls - Twerk video.  Who is being represented? Black minority of women, black african american women. Women with more shape and more curvy.   How? Sexualised manner, objectifies one specific type of body and bums. Homogenized beauty for the target audience. Suggests Target audience? (age, gender etc) Being explicit and sexual, the target audience would be older between 18-20yrs. Largest demographic on youtube are teenagers, particular teenage girls. The audience could be for both women and men, it is empowering for black african american women and well as attracting men.  Impact of this? This further objectifies and creates a set standard for women to try fit into. The lack of close up shots on faces, shows how identity doesn't matter since the attention is purely drawn onto the body.  6ix9ine Who is being represented? Black african americans in america (New York), rougher area. Repelling again

Representation  The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events. Formation beyonce (2016)  Lemonade album  Grammy award of song of the year.  In what ways are the themes of conflict (binary oppositions) encoded in this video? Conflict between the police and a black minority. Conflict between women and men There is a lot of conflict between the empowerment vs the reality of it.  American laws and some american state Police brutality What are the functions and the purposes of this music video? To spread a sense of empowerment to the audience. To reinforce some real conflict in the world To spread awareness  The hurricane in new orleans heavily affected the black community at the time, spreading  awareness or the lack of awareness that was at the time.  What groups are represented in this music video? How? Message?  A black community in America. Represents african americ

Who is Vance Joy - An australian male artist, signed to Atlantic records. His music can be catorgorised as fitting into indie folk-pop genre. Riptide was Vance Joy first single to be released in the USA, following his debut EP, 'God loves You're Dancing'. It became a platinum selling single. The video was directed by Dimitri Basil and Laura Gorun and has had nearly 300 million views on Youtube. Could be argued that the music video for riptide seems to defy or subvert music video conventions. Rejects the idea of narrative 

Objectification - When something or someone is seen as an object which can be of a pocession.  Male gaze -   the perspective of a notionally typical heterosexual man considered as embodied in the audience or intended audience for films and other visual media Voyeurism - Gaining pleasure from watching other people, who don't know their being watched. Sexualisation - When something or someone is objectified with sexual references and suggests sexual connotations. Scopophilia -   sexual pleasure derived chiefly from watching others when they are naked or engaged in sexual activity; voyeurism. Discuss the representation of women in the music video Rip-Tide by Vance joy. Make reference to key terms and media language.   INTRODUCTION James Keogh, better known by his stage name Vance Joy, is an Australian singer and songwriter. His music can be typical categorised as indie/pop music. This music video demonstrates what is exactly being said in the lyrics. Producers encode

 2. Compare and contrast the ways in which viewpoints and ideologies are encoded in women and Ad-busters: Producers encode deeper meaning in any media text, in order for the audience to decode it.  Ad-busters -  What are the ideologies/viewpoints? Anti-capitalist - Mocking society and  Anti-consumerist - Mocking materialism in the world  Thought provoking - Making the audience decode deeper meaning to think about things differently Controversial - Really depressing articles or upsetting images  Culture jamming - The Tap advert, mocking mainstream companies  Counter-cultural  Hypocritical  Heavy Topiced -Upsetting topics or heavy issues that are hidden in the media typically  Anti-conventional  Liberal (left wing) Anti-mainstream Political - Tap advert incodes the political issue of lack of clean water around the world.  Subversive - Not a typical advert you would expect to see in a magazine 

Introduction to the music video industry -  Media Language  Key terms - modes, language polysemy, meaning, conventions, intertextuality, audience response and ideologies. Theory - Barthes and Levi-strauss  Representation -  Construction processes, stereotypes, social and cultural contexts, audience response, ideologies. Theory - Hall, Gauntlett, Van Zoonen, hooks, gilroy.  Rebecca - Vanity Angel: Bright and colourful Typical 80s American pop culture influenced  Constant movement, chaotic  Japanese view on american culture in the music industry Lots of patterns and use of shots and lighting More diverse, use of dancers, one black the other being white.  Editing matches the beat of the music.  Pulp - Babies (1994): Bigger narrative  White background  Showing the band creating the music Not as conventional, 'Edgy' music video Lip syncing movement  Weird dancing Daft Punk - da funk: More of a story line and narrative Less music and less tradi

Structure - Intro Comparison front covers  Tap advert vs Soap advert - theory van zoonen feminism, gender is constructed through codes and conventions of media product, and the idea of what is male and female changes over time. Objectifies womens bodies as a specitace for hetrosexual male audieneces Stuart hall - reception theory, Womans magazine has dominant reading of patriarchal society, adbusters has less conforming codes  End paragraph/ Max factor vs Loui bouton (commodity fetishism)  Woman magazine is published by IPC, for this particular edition it was published in 1937,Since this was a mainstream magazine company in the industry at the time, there were standards and regulation standards to keep up with therefore this magazine was published weekly with a very low cover price, with affordable prices, many woman imparticular could purchase this during the post-war period, and consequently this magazine and the ideologies portrayed had a massive influence on the audience. I

Key assessment - Magazine Woman magazine is published by IPC, for this particular edition it was published in 1937, since this was a mainstream magazine company at the time, there were standards and regulation standards to keep up with therefore this magazine was published weekly with a very low cover price, and it was more conforming and narrow minded on the ideologies they would convey to the audience. With affordable prices, many women imparticular could purchase this during the post-war period, and consequently this magazine had a massive influence on the audiences aspirations and lifestyle they wanted to achieve. In contrast to this, Adbusters runs parallel, and is only published six times a year by the Adbusters Media Foundation, 1989 to present with the price of £10.99, which is expensive and can be seen as contradictory since they agree on anti-consumerist/capitalist ideologies shown in the other sources of the media. Both magazine publishers encodes deeper meaning to manipul

Semiotics - The study of signs and symbols. Every aspect of media is a sign E.g shot type, camera angle, graphics, font.  LOREAL advert  Step one - Denotations  model hair products  purpose of the hair product the brand  specific aim of the product colour scheme promotional offer Step two - Media language  Red background and red colour scheme - setting Red connotations - symbolic of love and passion Model in the middle of the advert - Muse en scene  Bottles of product at the bottom - Z line from the models eyes  Palm of hand outstretched - Gesture code  Use of using "Paris" - Has many connotations, use of anchorage   Step three - Reading too much into things (deeper meaning) The colour red for the background is connotative of love and passion and individuality. Step one - Denotations  A family  Red car makes it bold and stand out Setting of a desert  Family holding a selection of 'ancient' objects  Step two - Media

How does Adbusters conform to and subvert stereotypical representations of gender?  The importance of what this model looks like or the gender of the model is not significant since things that are shown in the top image are really happening in the world and it is of a bigger significance.  Mocking magazines and the fashion industry, showing that magazines should show the true situations that people are facing rather than promoting fashion and consumerism.  Evidence of this is how the image is equally split up in half to  make one whole image. This reinforces that is a side-by-side comparison to emphasise binary oppositions like class, wealth. Therefore, this subverts against the stereotypical ideology of what the model actually might look like.  The gender in this is again very unclear since you can only imply that someone is sitting in a bath. This reinforces what this advert/article is actually about.  Because there is not much to physically to look at, the audi

Compare and contrast the different ways that women and Adbusters position their audience? Audience pleasures, uses and gratification - similar lifestyles - seeing people of a similar age, social situation and with similar ideologies to the target audience. Escapism - by assuming that the life of the target audience is flawed, a media product can be temporarily allow a perfect world to live in. surveillance/voyeurism - allows the target audience to see situations an people that they would not normally see. sexual gratification - where the target audience take pleasure in seeing other people that they find attractive. social interaction - where the audience are able to use the media product to make friends and integrate in society. Women's magazine - soap cover This is an image that is used to create inspirational pleasures from the audience Creates ideologies that she holds 'perfect' aspired features e.g. body type, lifestyle, mood For the model being a het