Representation in terms of female

Happens at a structural level in term of industry, company, and organizations

Individual images and films how they represent female

Radical and Reactionary

Toril Moi’s (1987) crucial set of distinctions between ‘feminist’, ‘female’ and ‘feminine’

Laura Mulvey wrote an essay called Visual pleasure and narrative cinema = Visual pleasure, signs of visual pleasure, ‘women as image, man as bearer of the look’, male gaze. ‘ pleasure in looking is split between the active male and passive women’ creates a male fantasy of female. Constructed around male ideology. SCOPOPHILIA- nature pleasure in looking. vouyerism – sexual pleasure gained in looking. Fetishising.

Jacques Lacan ‘this mirror moment’, highlight the parallel between the mirror stage of child development. A complex process of likeness and difference.

MUSIC VIDEO= women sexualized, the late 60s is the second wave of feminism.

RANCH CULTURE

Performers believe they are powerful owners of their own sexuality – Hendry & Stephenson

INTERSECTIONALITY; QUEER THEORY – a pluralistic approach, 3rd and 4th wave feminism.

JUDITH BUTLER

BELL HOOKS – cultural criticism

JEAN KILBOURNE –  internationally recognized for her work on the image of women in advertising

• 2ND WAVE OF FEMINISM
• Work on how women are sexualised in advertising and photo shopped to create unrealistic representations. Effecting the ideas of young girls and women. Also men and sexualized now but less during the second wave of feminism.
• Young girls view on themselves are changed and can cause mental health issues and disorders due to the advertising published.
• The advertising in the media subconsciously effects everyone.
• ‘Turning a human being into a thing, an object, is almost always the first step towards justifying violence against that person. It is very difficult, perhaps impossible, to be violent to someone we think of as an equal, someone we have empathy with, but it is very easy to abuse a thing’ Jean Kilbourne

• Time 
• Space 
• Theme 
• Linear– start at the beginning and move forward
• Sequential– part of a sequence 

Stories have a beginning middle and end 

Video has to have storyline and beginning and the middle and the end 

 TZTEVAN TODOROV – 3 part structure – Tripartite narrative structure 

• Equlilbrium
• Disruption
• New Equlilbrium 

Not boring 

Starting incident climax resoloution new equlilbrium 

FREYTAGS PYRAMID 

Exposition climax and denoument

Claude Levi-Strauss (Binary Oppositions)

This theory suggests that NARRATIVES (=myths) are STRUCTURED around BINARY OPPOSITIONS eg: good v evil c

creates narrative as a structure of key (oppositional) themes that underpin action and dialogue to develop a set of messages that the audience are able to decode and understand.

Vladimir Propp (Character Types and Function)

suggests that stories use STOCK CHARACTERS to structure stories.

1. Hero
2. Helper
3. Princess
4. Villain
5. Victim
6. Dispatcher
7. Father
8. False Hero

Spheres of Action

Turner ‘these are not separate characters, since one character can occupy a number of roles or ‘spheres of action’ as Propp calls them and one role may be played by a number of different characters’

http://mymediacreative.com/narrative/4/

Tztevan Todorov (Tripartite narrative structure): 

BEGINNING / MIDDLE / END 

• Equilibrium 
• Disruption 
• New equilibrium 
• the stage of equilibrium 
• the conflict that disrupts this initial equilibrium 
• the way / ways in which the disruption looks to find new equilibrium 
• the denouement and/or resolution that brings about a new equilibrium 

This structural approach could also be referenced to Freytag’s Pyramid exposition, inciting incident, rising action, climax, falling action, resolution, and denouement as illustrated below. 

Roland Barthes: Proairetic and Hermenuetic Codes; 

• Proairetic code: action, movement, causation 
• Hermenuetic code: reflection, dialogue, character or thematic development 

moving image products are either based around ‘doing’ / ‘action’ or ‘talking’ / ‘reflection’. 

FLASH BACK – common tool used in moving images. About time jumping ahead and back

enigma code – puzzle something to resolve

light , shade in terms of creativity

1. COLONIALISM – Colonialism occurs when a country or a nation takes control of other lands, regions, or territories outside of its borders
2. POST COLONIALISM – the academic study of the cultural legacy of colonialism and imperialism
3. DIASPORA – a large group of people with a similar heritage or homeland who have since moved out to places all over the world
4. BAME – Used to refer to members of non-white communities in the UK
5. DOUBLE CONSCIOUSNESS (GILROY) – the internal conflict experienced by subordinated or colonized groups in an oppressive society
6. CULTURAL ABSOLUTISM / RACIAL ESSENTIALISM – cultures do not differ in honesty or intelligence levels 
7. CULTURAL SYNCRETISM – distinct aspects of different cultures blend together to make something new and unique
8. ORIENTALISM (SAID) – the way the east is viewed 
9. APPROPRIATION – is the adoption of elements of one culture by members of another culture
10. CULTURAL HEGEMONY – domination or rule maintained through ideological or cultural means
11. THE PUBLIC SPHERE (HABERMAS) – A place where the public can come together and discuss opinions freely 
12. THE ROLE OF PUBLIC SERVICE BROADCASTING IN TERMS OF FAIR REPRESENTATION OF MINORITY GROUPS / INTERESTS – PSB is mostly biased when referencing minority groups of society resulting in stereotypes 

‘MEDIA ARE OBLIGED TO CONFORM TO POPULAR WILL OR CARRY OUT SOME PARTICULAR MISSION’

‘EXERCISE A SPECIFIC PUBLIC ROLE’

‘CARRY OUT SOME ESSENTIAL TASKS FOR THE WIDER BENEFIT OF SOCIETY’

As James Curran said ‘ PUBLIC SPHERE AS A NEUTRAL ZONE’

Curran says that ‘ THE PRIMARY DEMOCRATIC ROLE OF THE MEDIA IS TO ACT AS A PUBLIC WATCHDOG OVERSEEING THE STATE.’

@jmcgillivray10 🚗🎉♥

The structural transformation of the public sphere

Media act in the ‘Public Sphere’ in the ‘Public Interest’

“a public space between the private domain and the state in which public opinion was formed and ‘popular’ supervision of government was established” (p. 82: 1996)

– media as watchdog

AGENDA- media set an agenda (use term agenda setting in essay) – influence viewers, and establish a hierarchy of news importance

FRAMING – influencing the audience to look at the media in a certain way/ how its presented to the audience. the media present it in a way to influence how the consumers process it and view it.

MYTH MAKING – framing and agendas support myths and common beliefs.

CONDITIONS OF CONSUMPTION – everyone has own person views and beliefs. Media on shapes our views

-Avram Noam Chomsky is an American linguist, philosopher, cognitive scientist, historian, social critic, and political activist.

–He suggested that innate traits in the human brain give birth to both language and grammar.

-An outspoken opponent of U.S. involvement in the Vietnam War, which he saw as an act of American imperialism.

PROCESS OF MANIPULATION AND PERSUASION-

• structures of ownership
• the role of advertising – advertising fills the gaps in media forms of profit. Mass media company sell advertisers the audience. Media forms are totally reliant on advertising.
• links of ‘the establishment’
• diversionary tactics- ‘flack’
• uniting against a ‘common enemy’