At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience
Hypodermic model (passive consumption of media)
Harold Laswell wrote “Propaganda Technique in the world” in 1927. which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people
For example buy lynx:
who – Sold to men.
Says what – Do you want to smell good?,
Channel – Shown on tv or media, and shown with bright lights to make it appear more presentable and premium.
To Whom – Men.
With what effect – To smell good, get people to buy more and familiarise people with the product.
Tomb raider
In this essay I’m going to apply semiotic analysis to both the tomb raider and Metroid video games covers. I firstly would argue that the tomb raider front cover is heavily influences you to buy the game because of the way the women is represented. It can be seen to show her in a reactionary and over sexualised way as a method of advertisement. Furthermore it displays certain body parts to be larger and have a more façade appearance. This has a link to the male gaze written by Laura Mulvey, which depicts women in the world and represents them for masculinity for a sexual pleasure, for the male. This perfectly relates to the tomb raider, as most of its audience will probably be male.
On the other hand, since most of its audience would be male and a large majority of gamers would also be male, it would be stupid to not to this, as it would make you a lot of money for the games business. But since the tomb raider was made in 2007, a lot has changed, games now have altered their ways of looking at women and made a wider range of ways games can represent genders. In addition, the fact that they show her with guns in her hands and fighting monsters independently, shows that its not stereotyping females exactly.
Metroid game
As for the Metroid game, it resents females in a more radical style, because of the factors that make up a man, such as armour and broad shoulders, also shows big guns and strong muscles. Since the front cover includes lots of clothing and doesn’t show any female body parts, its clear that the publisher is not trying to persuade you to buy the game because of voyeurism. This is a counter-type and opposes the stereotype of females. The character in the game called Samus is hard to tell what gender it appears, which represents dominant ideology as it makes people create their own beliefs and ideas of what the characters personality and status just off the appearance of Samus on the front cover.
Male Gaze – Ways of seeing through the eyes of a straight male and sexualising women.
Voyeurism – Gaining sexual pleasure from others naked and having sexy time.
Patriarchy – A belief that males are superior.
Positive and negative stereotypes – The socially accepted and the ones that are frowned upon.
Counter-types – idea that counter acts on a traditional stereotypes.
Misrepresentation – False claims on how people are represented.
Selective representation – When certain people or stereotypes are selected to feature in important positions more than others.
Dominant ideology – ideas and beliefs shared by the public and society.
Constructed reality – People in society creating mental beliefs about each other.
Hegemony – Dominance and leadership over others.
Audience positioning – How an audience might react to ideas or concepts.
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Fluidity of identity –
Constructed identity –
Negotiated identity –
Collective identity –
The Male Gaze:
It shows a sexualized way of how men look at women, and empowers them into objectifying women as objects.
Laura Mulvey is a feminist. She believes that games over sexualise how women are represented by showing explicit body parts on the game.
John Berger is know for his novel of “ways of seeing”.
My intention for the games cover will be about something in the genre of a first-person shooter type game. I will make a main character to be represented for the game and will make a front-page cover, the age limit, company name and what console the game will be compatible with. It will also have a back page to show what’s the game looks like and what the story and whole game is all about.
TOMB RAIDER
Lara Croft as the front cover can be seen as a radical , because she is seen with guns in her hand and fighting monsters as showcased in the game at the back. Which is not s