The idea is that Score hair cream, will make the man wearing it, amazing. They do this by:

Language

Mise-en-scene: The Gun – symbolizes masculinity , Sitting above the fur – a man’s dominance when wearing this hair cream. The women are wearing very little clothes to suggest that the hair cream will get a man whatever he desires.

It is set in jungle (links of Postcononialism) – white man clinging on to Empire

The women are looking up to him and appreciating him to represent the attention that someone will get if they wear this product. One woman is reaching up as she really wants the man. They are also carrying the man, showing how powerful he is. The man in the ad is shown as strongly smiling as he receives attention when he wears the hair cream.

‘Get what you always wanted’ – reinforces the idea that if a man buys this hair cream, he will get whatever he wants (whether that be woman, furs or power).

This appeals to men of the 1967 as it makes them feel attractive and powerful if they use this product. This would have changed over time due to the women being objectified. It creates desire for the product as it promises and shows that it makes men get what they want because they will be more attractive.

Representation

This product would have been accepted at the time because this was before many of the Feminist movements took place (before 2nd Wave Feminism). This reflects the attitudes of the time as nowadays, an advert like this wouldn’t have taken place due to the sexist stereotypes that woman will obey every command from a man. It also shows damaging stereotypes of men as well. This is as it says that men should be masculine (the gun and fur) in order to get a woman’s attention (before the 2nd Wave Feminism)

These both were reactionary stereotypes as they followed the dominant ideology that men should be masculine while woman should be second to their husband.

Laura Mulvey – this is a clear example of the male gaze as the woman are seen in crop tops and short shorts which are for male attention so that men can buy the product.

Bel Hook – Intersectionality – It represented woman as oppressed

Jean Kilbourne – She talks about how adverts portray woman and represent woman negatively by objectifying them. She says that these images in adverts have actually got worse.

She says ‘Children growing up today are bombarded from a very early age with graphic messages about sex and sexiness in the media and popular culture’ in her book So Sexy So Soon.

Habermas and the ideas of the Public Sphere

Habermas suggest the public sphere is “a public space between the private domain and the state in which public opinion was formed“.

Both newspapers support the idea of the Public Spheres as they wide spread information that serve the public therefore can spread communication between people easier as younger generations are more likely to read the news if it is on their phones. This is meant to serve the people, however it is run by the media elite and therefore biased, rather than being a media watchdog. This is seen in the Daily Mail as it is right wing than central and cannot fairly serve all people. The i is more central and therefore less biased to one political stance.

The public watchdog is responsible for “overseeing the state” which is seen the the CSP’s as they criticise the government by the Daily Mail saying ‘Boris set for war with UK’s five Church leaders’ which alerts the people of the workings of the government.

On the other hand, it does help people talk about societal problems within their country and spread important info. This is evident as the Daily Mail has a daily readership of 2.2 million and the i has 233,869 as of February 2019 which shows that the newspapers ideas can be spread across the country, especially via the internet (which is not measured).

Chomsky – the 5 filters that manufacture consent

The idea of The Media Elite filter is clear in the i as

Althussers’ ideas of ISA and Interpellation

This links to the Daily Mail and the i as it is about controlling the ideologies of the people through the media (newspapers). This si evident in the Daily mail of the headline of ‘Boris set for war with UK’s five Church leaders’. This rallied the readers of the Daily Mail against Boris by using hyperbolic language such as ‘war’ to control the people into believing Boris is too extreme. The idea that is presented creates interpellation that Boris is not a good leader.

The i’s headline of ‘UK heading back into lockdown by ‘back door’‘ suggests that the government is being sneaky as a back door has connotations of stealth. This links of ISA as it changes the ideology to be suspicious of the government and fear another lockdown.

	The I	The Daily Mail
Date	Created on 26 October 2010, bought Feb 2019 (£49.6 million)	Created on May 4 1896
Political Stance	Central (can be right and left)	Quite right
Information	The i focuses on politics and inequality	Focuses on celebrity gossip
Readership	233,869 by February 2019	Daily readership of 2.2 million
Audience	Commuters of all ages	Middle-class British women, average age of 58
Readership Decrease	38% decrease from June 2019 to June 2020	15% decrease from June 2019 to June 2020
Owner	Owned by Daily Mail trust	Owned by Daily Mail trust
Platforms	Internet and newspaper	Internet and newspaper
Editor	Oliver Duff (37) is a British journalist	George Carron Greig (59), is an English journalist and editor of the Daily Mail. Worked for the i (views changed from left to right)

Jurgen Habermas and the concept of the Public Sphere

Habermas created the idea of the public sphere that is a virtual community where people are able to spread ideas and opinions to one another which can be done through the use of media. this public sphere can be used to influence other people. He also explained how the public sphere is a direct way companies can communicate to consumers.

James Curran & Jean Seaton – the theory of the liberal free press

James Curran and Jean Seaton discussed Habermas ideas about the public sphere and how they are relevant to media today in terms of education and government. Curran also described that the media is a public watchdog which looks over the state. In Jean Seaton and James Currens book ‘power without responsibility’ they speak about the idea of liberal free press and the the ownership of the media and there influences on the media we consume.

Noam Chomsky – the 5 filters that manufacture consent

Chomsky believed that institutions controlled what their audience believed by:

• Ownership: the leaders want their views and profit which affect the views presented
• The role of advertising: The product for advertising is the audience and therefore can sell their ideas at a price which benefits the advertisers and the media
• The Media Elite: Influencing the media narrative to benefit them
• Flak: To discredit other sources when they do not agree with their own
• The Common Enemy: By uniting the audience against a group to target someone

Louis Althusser – interpellation & Ideological State Apparatus

This is when the state uses sources such as the media, religion and school to convey and control the people in to believing what they want. Interpellation is the process of getting a population to believe that message and a formation of that belief

Antonio Gramsci – the concept of hegemony / hegemonic struggle

A hegemonic idea is a dominant idea that most people believe and therefore the hegemony is a widely held belief that the dominant population hold. The hegemonic struggle is when a radical text challenges this hegemony and therefore is a difference of opinions when powers differ.

Lazarfield’s Two Step Flow Model

The idea that the media is passed down through opinion leaders and then to the masses. These leaders are usually well liked or trusted people who spread news. For Deutschland, Walter presents is an opinion leader as he reviews the show for Channel 4

Hesmondhalgh

Hesmondhalgh	Case Studies
Changing audience consumption patterns	Both programs can be accessed via online services eg amazon prime or c4 player
Multi-sector integration	Deutschland- Reinhold heil- German musician created soundtrack- soundtrack is also on spotify
Star formatting	Toby Jones- in capital- famous actor
Genre based formatting	Deutschland- spy thriller genre – follows the conventions of a period drama
serialization	Deutschland 86 is a sequel created after Deutschland 83
independent stylizing	Deutschland- subtitles non mainstream in British tv
internationalization	Deutschland- a co-production of AMC Networks’ SundanceTV and RTL Television- exploit the national and global market // Capital- on amazon prime can be watched globally

M:\Students\Year 13\Oliver Huelin\Media\NEA\A2\Music Video\Draft

Oh ~ previously Oh Comely

Focuses on environment and lifestyle rather than celeb gossip.

Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment

INSTITUTION

OH Comely was first published in 2010 and sold, after being sold it became more like normal women magazines.

Reach of 100,000 people.

In contrast to Men’s Health magazine, Oh Comely is an independent magazine published by Iceberg Press, a small London publisher which publishes only one other title. It is a bi-monthly British magazine published by Pirates Ahoy! (a conglomerate of Iceberg.

• So this is a case study of Iceberg as an independent media company.
• Presenting new strategies for institutional development and creative working practice. As well as suggesting ways for keeping print popular and relevant – Iceberg’s branding includes a commitment to print over other media forms.

REPRESENTATIONS

The magazine is to do with gender, primarily femininity but can also be understood in how this affects the representation of men. As such, a comparison with Men’s Health is really pertinent. As:Oh Comely constructs a representation of femininity with its focus on creativity and quirkiness.

The focus is on women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme.

The absence of men as part of the representation of masculinity in Oh Comely magazine.

Representation of social groups: Oh Comely constructs a lifestyle through its focus on culture and the environment. This analysis would offer the opportunity to question some of the messages and values constructed by the magazine.

Theories of representation including Hall

Feminist theories including bell hooks and Van Zoonen

Theories of gender performativity including Butler

Murdoch Dynasty controls Tony Blair and therefore the Labour Party. This links to the 1997 New Labour party election which was due to Murdoch. Louis Althusser talks about the state controlling the public through ISA and this is clear as the whole British public is controlled. This may of led to Brexit in 2016.

Gramsci came up with Hegemony which is about a dominant ideology that controls the idea’s of the public. This links to the