Ownership (INSTITUTION) Condé Nast owns vogue which is owned by an American mass media company called advance Publications (conglomerate) teen vogue is horizontal integration with vogue

Conglomeration, vertical integration

Cross-media titles / products (= INSTITUTION)

Income / Expenditure = 32 million net worth 

Advertising, marketing, product placement etc – in terms of revenue and type of products featured in Vogue (INSTITUTION & AUDIENCE)

Primary target audience = Teenagers

Uses and Gratifications (= AUDIENCE)

Messages sent (encoded/decoded) ie the values, attitudes and opinions of this CSP (or ideology / political & social bias) (= REPRESENTATION)

Use of new technology / relationship to old technology= Online media which isn’t printed but only found on websites and social media to make it easier for teenagers to access.

Layout, language, style, design, words, images, symbols, connectivity = Switched to online media in December 2017 after 14 years of it being printed.

First issue was January 2003

Radical covers with gender neutral covers

About politics lifestyle 1.5 pounds so was affordable

1.7% of may audience for 17 or younger 18- 20 year old market)

“We dealt with the whole subject matter from slavery to Jim Crow to mass incarceration which is what we’re dealing with right now,” he explained. “We wanted to make something that was strong, unapologetic, but that was also hopeful.” (Billboard.com)

What significant historical and political events does Common reference?

Common references the Jim Crow which links to segregation. In example black and white would sit on different carriages, they weren’t allowed to sit together and go to the separate schools. Jim Crow was also a way of the whites regaining power after slavery being abolished.

There was connotations to slavery including how slavery still exists in the sense of prisons and how there hasn’t been any change in racial profiling as they can be sent to prison for the smallest things.

What modern social and cultural movements will impact the reading of this text?​​

“for America to rise you need black lives”

Black lives matter

American Biographical Drama

Directed by Theodore Melfi

About female black mathematicians working at nasa to plot the trajectory for project mercury and other missions.

Released 25th December 2016 by 20th century fox

budget 25 million – box office 236 million

Levantine Films produced the film with Peter Chernin’s Chernin Entertainment

Fox 2000 bought the rights

fox explored role of low budget film making in its wider strategy

low to medium budget films became noticeable as a profitable area

risk taking cannot occur with big budget films in comparison to low budget films won’t cause as big a loss

Film was a success with a 844 percent increase in profit

On review aggregator website Rotten Tomatoes, the film has an approval rating of 93% based on 262 reviews

Category	Familiarities	differences	theory
characters	clear and obvious protagonist that will conflict the danger head on with a clear enemy or antagonist being western society.	they have an instinct engraved into their society that they must give up their life to please the government your life and repay your debt of them raising you and that your body belongs to them so they choose what happens to it.	propp
narrative	The protagonist is being made to do something that he/she doesn’t want to do but must be done for the greater good of their state and country.	The protagonist starts off with power when he tells the people off for smuggling Shakespeare into their country which is contraband. His power is then taken away when he meets people superior to him as they tell him to go away as a spy and complete a spy mission.	todorov
themes	secrets and lies are kept from the population to keep people from the truth as it might make them look bad.	the secrets are being exposed through dramatic irony that the viewers already know	Levi Strauss
representation	One nation or opposition is classified or represented as evil and a danger to their way of living	the difference is that our standard of living is the evil one.	semiotics
technical codes	music is being played In German on the radio which is similar to what we do	the difference is that they are playing foreign music unlike us because we wouldn’t play foreign music often.

Similarities:

chase scene: we expected the character to be caught

the protagonist was immediately introduced as the chosen one

we expected him to be nearly caught taking the photos

we expected him to try make contact with loved ones because its an instinct

when the lock is being picked the sound increases

Differences:

Language

Set in enemy territory showing their point of view.

Cultivation Theory: Constant exposure to a certain opinion and forge viewers opinion of reality keeping them from the truth and how they see the world.

Vertical Integration: where a media company owns different businesses in the same chain of production and distribution.

Conglomerate: A combination of multiple business entities operating in entirely different industries under one corporate group, usually involving a parent company and many subsidiaries

Synergy: Two or more media organisations work to produce a combined effect greater than what could be achieved on their own.

Theorist	What does it mean	How does it apply to the advert
Equilibrium	Something is balanced	There is a female, a male and a member of LGBTQ
Binary Opposition	Two theoretical opposites	Contrast between with the product vs without
Character Types	Stereotypical fictional character	Hero= Maybelline Victim= people who buy the product

Code.

Example (Denotation)

Meaning (Connotation)

Mise-En-Scene

Gold Clothing Change in Setting Actors

Gold clothing shows that the product is high quality and valuable. Before the gold is introduced into the setting, the city behind is bland and boring until the gold is introduced. Once the gold is introduced the background becomes clearer and more appealing. In the opening 2 seconds when the viewers give their most attention the two actors are in frame so the viewer doesn’t skip and continues watching because some people know who they are because of their influencer status.

Editing

The sparkle and ding sound effects

Gives the feeling that the product is like a pot of gold with positive tingles to make it sound appealing.

Cinematography

New York skyline in background

Home town of the brand to show off the city exposing their wealth and their power.

Sound

Non diegetic sounds Digetic

the trap music in the background to draw in younger people who would listen to the music to keep them interested. The actors voice saying positive complements about their environment.

Level of Signification

Example

Meaning

Indexical   Representation​ (Denotation)

Emitted golden light from suitcase before reveal

Creates heavenly / religious imagery to make the product seem holy, valuable and important

Symbolic Representation​ (Connotation)

MannyMUA (Male Actor)

Social influencer acts as the face of the LGBTQ community to widen the target audience and make more people feel welcome and invited to wear the product.

Iconic Representation​ {Myth)

Expensive golden clothing

Used to create a feeling that the person who uses the product will look better, have more power and have greater importance.

In this essay I am going to be talking about sexual representation in video games and magazines. For example, Tomb Raider the video game represents the female protagonist “Lara Croft” in a sexually appealing manner to straight males as well as Mens mens health because of their criteria to be masculine. 

When evaluating the front cover of the Tomb raider video game cover, we as a viewer we can notice the dominant signifier is an over sexualised cover image and character design with the short shorts and the crop top to show off her figure and reveal her body in a sexually appealing manner to straight males 13 and older buy copies allowing the company to make profit and an income from the product. In the background of the cover image there is a light source emitting through a logo with streaks of light directed to the side of the image to create links to her being similar to an angel being pure, important and something to inspire to be shining positive light on the character. The shot type used by the designer is a medium long shot to fit the majority of the characters sexually appealing assists into frame to increase how she is represented in a sexual manner. Finally the camera is angled from a worms eye view looking upwards towards the waist and upper body to draw further attention and increase sexual representation. The font used in the game cover gradually increases in size from smaller less important words and peaks on the key word or “raider” which is strategically place above her bottom to draw attention and focus to an over sexualised part of her body that isn’t realistic. The tomb raider franchise is a radical movement in the sense that a female follows masculine traits of being strong, brave and adventurous fighting against danger in hostile environments and the fact that a female is doing this re writes how females act and behave in society by giving them another role instead of being the rescued or the viewer instead of the rescuer and performer taking on a whole new role.

In addition, the magazine Mens Health is developing to withstand the issues of modern day society involving men by including sub headings that have connotations to mental health as well as the stereotypical physical strenght. Mental health is an important topic to talk about with men because suicide is the largest cause of death in men from teenagers to the age of 55 making this radical, revolutionary and a new definition of masculinity encouraging men to speak out about there issues  and over come them. This ideology and racial text came from the sub heading “Slay Winter blues”. The sad part is this is one sub heading out of nine that is radical, the others saying how a man should eat, look like and what expectations they have following the Reactionary audience theory. In the illustration of Vin diesel, he is wearing a tight shirt to show off his muscles in such a way that he should be an expectation for males. Disel is also tanned and not very pale which shows he is outside and away from home doing whatever he pleases. Furthermore his facial expression is a strong stare and smoulder to show strength, power and dominance representing him as an alfamale following the stereotype of what a male should follow. His body language is loose and shows lack of care and effort to try look threatening to other males which follows humans’ biological instinct of being attracted to them. Once again we are viewing the illustration from a worms eye view so we concentrate on the arms and shoulders of the man to create a sense of exception and guidelines to follow and compare yourself to with a shot type of another medium long shot to capture the full body and fill the cover image.Lastly, the colour of the writing is in a blue colour which matches with the stereotypical male colour so it stands out to the male audience as a high percentage of them posses that colour as their favourite growing up. To further back up my point, when looking at the front cover of Mens Health you can see that the mast header and smaller key subheadings that the producer want to see first are coloured blue.

In conclusion both examples both over sexualised the included genders one being radical (tomb raider) and the other reactionary (Mens Health) to the benefit of the selling company or brand to make more sales and profit. However, times are changing and words are changing to be more gender neutral and friendly towards both genders.