semiotics, signifier, codes and conventions
dominant ideology of body image
vin diesel as the dominant signifier
genre – Steve Neale – genres all contain instances of repetition
Barthes – all narratives share structural ideas and features
print language
representation
countertype – old people being weak – 69 year old man running a marathon
radical or reactionary, positive and negative stereotypes – of men having to be string and fit and be a certain weight
The school of life how to be a man presents the cool man and the warm man, this links to Gauntletts notion that identity is fluid and negotiated. although this is not a theory we can see examples of the cool man and the warm man in men’s health. For example on page
- Positive and negative stereotypes
- Counter-types
- Misrepresentation
- Selective representation
- Dominant ideology
- Constructed reality
- Hegemony
- Audience positioning
- Fluidity of identity
- Constructed identity
- Negotiated identity
- Collective identity
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they want greater control over the physical and mental health in their life. Men’s health is talking to active men pursuing that lifestyle not all men