- Keith Rupert Murdoch was born on March 11, 1931.
- He was born in Melbourne, Australia.
- He went to Oxford University.
- For his first job, he briefly worked as an editor on Lord Beaverbrook’s London Daily Express.
- He is worth $17.1 Billion.
- In 1953, his father dies, leaving him in control of the News Ltd. company in Adelaide, Australia, which he turned into a huge success.
- Murdoch turned failing newspaper, The Adelaide news, into a huge success. After he started the ‘Australian’ which was the first national paper in the country.
- Murdoch became a US Citizen in 1985 in order to be able to expand his market to US television broadcasting.
- In Britain in 1989 Murdoch inaugurated Sky Television.
- The following year Murdoch sought to expand his presence in American television with the launch of Fox News, a news and political commentary channel that became highly influential.
- Murdoch’s media empire includes Fox News, Fox Sports, the Fox Network, The Wall Street Journal, and HarperCollins.
- In the general elections of 1997, 2001 and 2005, Murdoch’s papers were either neutral or supported Labour under Tony Blair
- In July 2011, Murdoch, along with his youngest son James, provided testimony before a British parliamentary committee regarding phone hacking. In the UK, his media empire came under fire, as investigators probed reports of 2011 phone hacking. This was later known as ‘Leveson’, which came to the public eye after a young girl who was murdered had her phone hacked by reporters/journalists in order to make a story.
- On 15 July, Murdoch attended a private meeting in London with the family of Milly Dowler, where he personally apologized for the hacking of their murdered daughter’s phone. He apologized for the “serious wrongdoing” and titled it “Putting right what’s gone wrong”.
- May 2012 a parliamentary panel tasked with investigating the scandal released a highly critical report, which stated that Rupert “is not a fit person to exercise the stewardship of a major international company” and that he showed “willful blindness” concerning misconduct within his corporation
- In 2015 Murdoch was succeeded as CEO at 21st Century Fox by James.
- In 2017 he agreed to sell most of the holdings of 21st Century Fox to the Disney Company. Two years later the deal closed and was valued at about $71 billion. The hugely profitable Fox News and various other TV channels were excluded from the sale, and they became part of the newly formed Fox Corporation.
All posts by Joseph Clarke
Filters
Essay – Gender
Judith Butler describes gender as “an identity instituted through a stylized repetition of acts.” In other words, it is something learnt through repeated performance.
How useful is this idea in understanding how gender is represented in both the Score and Maybelline advertising campaigns?
In this essay, I am going to analyse and evaluate how gender is represented in both the Score and Maybelline adverts we have studied. I will argue that the way that gender is represented in the Score advert is alarming and conforms to the outdated gender stereotypes of the 60s. Contrastingly, I am going to argue that the advert Maybelline produced in 2018 (That Boss Life) has a progressive view on gender because it seems to adhere to David Gauntlett’s concept that gender is fluid.
Judith Butler believes in society, gender roles play a part in the day to day life. Butler suggests that specific qualities and features don’t define what gender you are and that gender is a choice. Butler suggests that gender is fluid, changeable, plural a set of categories to be played out and performed by individual subjects in individual moments in time and space. Butler suggests things like lipstick lesbian (“Lipstick lesbian” is slang for a lesbian who exhibits a greater amount of feminine gender attributes, such as wearing makeup, dresses or skirts), butch and femme (Butch and femme – French language, meaning woman) are terms used in the lesbian subculture to ascribe or acknowledge a masculine (butch) or feminine (femme).) and girly-girl (Girly girl is a term for a girl or woman who chooses to dress and behave in a traditionally feminine style, such as wearing pink, using make-up, using perfume, dressing in skirts, dresses and blouses, and talking about relationships and other activities which are associated with the traditional gender role of a girl) and how these traits determine the gender of the people based on attributes behaviour and that being born male or female will indefinitely be the way a person acts or chooses to associate to. Judith was part of third wave of feminism, where she worked towards stopping women from being objectified and being called names such as “slut” for showing off skin. Her work helped to normalise Raunch culture, where women play into their stereotypical gender role in a way which empors themselves. By choosing to show skin, and be sexy, women are taking power of their own sexuality. This culture is a massive part of the third wave of feminism as it is seen as empowering and proggressive. The idea at the heart of raunch culture is that by taking power of their own sexual appearance, men no longer have a say in how women ‘should’ look.
Looking specifically at Score, its opinions on gender identity are clearly in line with Gauntlett’s notion that gender is constructed. The advert came out during second-wave feminism, where feminist critical thinking became much more prominent and pronounced. Despite this, the advert is fairly traditional in its views towards gender. This is evident through the mise-en-scene of the advert. By choosing to select 5 young, skinny, attractive female models the advert is suggesting that women must be young and beautiful to be desirable. Jean Kilbourne stated that “You almost never see a photograph of a woman considered beautiful that hasn’t been Photoshopped”, and this statement applies to this advert. Additionally, the one man in the advert is being carried by the women as if he’s some kind of God. He is above them and sitting comfortably, suggesting his power and superiority. By showing the man being carried by the women, it creates a mental concept of masculine power and control. Interestingly, the man is shown wearing a watch (which suggests he is reliable, responsible, and sophisticated), whilst the women in the advert aren’t wearing watches. The man is also a lot older than the women, which links to the idea that gender is constructed because older men are often seen as desirable by modern media. There is no doubt that the representation of men and women in the advert conforms to the constructed identity of gender in the 60s. The girls are objectified, wearing sexualised clothing that appeals to the male gaze (a term coined by Laura Mulvey to describe when women in media are viewed from the eyes of a heterosexual man. These women are usually represented as passive objects of male desire). The women skirts are short, and their matching shirts are tied across their chests, revealing as much skin as was allowed in a 1960s advert. Their tanned bodies, black eyeliner and luscious hair also conform to the constructed identity of women in the 60s. Similarly, the man is dressed in a short-sleeved shirt, carrying a gun, a symbol of power, violence, and masculinity. Guns are also phallic symbols (any object that resembles or might be taken as a representation of the penis), which may be one of the reasons that the man is carrying it in the advert. The indexical sign of the ad – the tagline “get what you’ve always wanted” is especially problematic because it objectifies women, suggesting that they are objects which can be bought and sold. This relates to the ad’s opinion on gender because women were frequently objectified and treated as sex objects. Therefore, by presenting women in this way, the ad is adhering to the constructed identity of women in the 60s. Furthermore, the indexical sign, animal skin, is evidence of his success as a hunter, and it suggests to the audience that they too will have success if they wear Score. Also, the man’s short-sleeved shirt reveals his muscular arms. Muscular arms are a symbol of strength, dominance, and power. The binary representation of masculinity and femininity is obvious. Liesbet van Zoonen argued femininity is traditionally represented as passive and subservient, whilst masculinity is traditionally represented as dominant and powerful – the women and men in this advert certainly reflect that identity.
Contrastingly, Maybelline’s advert, That Boss Life, takes a more open-minded approach to gender. This is most evident through the choice of model, Manny Mua, who is an openly gay beauty blogger. Manny adopts a more gender-neutral look, wearing full make-up, and wearing feminine clothing. This links to the idea that humans are becoming less and less binary. It’s no longer expected for humans to fit into a constructed gender identity. Harry Styles stated that he wants to ‘dispel the myth of a binary existence.’ This is an example of how the once tall barriers of toxic masculinity, homophobia, and gender constructs are being broken down. Styles says “I’ll often see a colour on a flower or a specific wallpaper and think ‘Oh, I wanna put that on my nails’”. The Maybelline advert attactches to a similar viewpoint to Styles, believing that gender is fluid and unfixed. Maybelline uses a number of signifiers to show this. The most obvious signifier is the colour gold. It’s a gender-neutral colour, and it symbolises luxury. The advert also uses clothing to break down gender stereotypes. Both the man and woman in the advert are wearing similar clothing, and this clothing changes from casual to luxurious mid way through the ad. The dialogue in the advert also adheres to a more gender fluid identity. Manny speaks in a stereotypically feminine tone and says ‘camp’ things such as “giiiiirl, this room is everything”.
In conclusion, I believe that the two CSP’s we studied are juxtaposed in their representations of gender, with Score taking a stereotypical approach to gender, and Maybelline taking a more non-binary approach. This can be seen through the power dynamics at play between men and women. In CSP 3 (Score) the man in the advert is presented as strong, dominant, and on a higher social class to women. Whereas, in CSP 4 (Maybelline) women and men are as equals, with stereotypical gender constructs being disregaded in favour for a more non-binary approach.
Bombshell – notes
Bombshell (2019, Dir. Jay Roach) a story based upon the accounts of the women at Fox News who set out to expose CEO Roger Ailes for sexual harassment.
Having had enough of her boss’s sexual harassments, Gretchen Carlson files a lawsuit against Fox News founder Roger Ailes. Her bravery triggers a domino effect, culminating into a liberation movement.
This film providesa narrative of INSTITUTIONAL SEXISM, in the same way that we could look at other stories that are concerned with other institutional prejudices – racism, homophobia, Islamophobia etc. In other words, this film presents a version of the story of INSTITUTIONAL SEXISM and MISOGYNY.
This film provides a narrative of INSTITUTIONAL SEXISM, in the same way that we could look at other stories that are concerned with other institutional prejudices – racism, homophobia, Islamaphobia etc. In other words, this film presents a version of the story of INSTITUTIONAL SEXISM and MISOGYNY. It suggests a link between the presentation / representation of the female form and the ideas of a ruling patriarchy (Fox News, specifically Roger Ailes) and perhaps explains why we are presented with the stories we are presented with and how those stories are presented to us.
Feminist Critical Thinking
- Feminist = a political position
- Female = a matter of biology
- Feminine = a set of culturally defined characteristics
1st Wave Feminism
The first wave of feminism was galvanised by organisations such as, the British Women’s Suffrage Committee (1867), the International Council of Women (1888), the The International Alliance of Women (1904), and so on who, in early part of the 20th Century, worked to get women the right to vote.‘sexism was coined by analogy with the term racism in the American civil rights movement in the early 1960s. Defined simply, sexism refers to the systematic ways in which men and women are brought up to view each other antagonistically, on the assumption that the male is always superior to the female‘
(Michelene Wandor 1981:13)
Virginia Woolf asks the question “what if Shakespeare was a woman”. She states that if Shakespeare was a woman he would not have had the same opportunities as he did when he was a man, and therefore, his work would never have been published.
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2nd Wave Feminism
‘the feminist literary criticism of today is the product of the women’s movement of the 1960’s’
(Barry 2017:123)
Indeed feminist critical thought became much more prominent and pronounced during the counter cultural movements of the late 1960’s and early 1970’s, which heralded, among other changes: the facilitation of of birth control and divorce, the acceptance of abortion and homosexuality, the abolition of hanging and theatre censorship, and the Obscene Publications Act (1959) – which led to the Chatterly trial. Nevertheless,
‘all this should not be seen as a straightforward displacement of dominant conservative attitudes‘ .
(Johnathon Dollimore 1983:59)
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3rd Wave Feminism -Raunch Culture
‘rebellion of younger women against what was perceived as the prescriptive, pushy and ‘sex negative’ approach of older feminists.’ (344)
Barker and Jane (2016 p. 344)
Third-wave feminism began in the early 1990s, coined by Naomi Wolf, it was a response to the generation gap between the feminist movement of the 1960s and ’70s, challenging and re-contextualising some of the definitions of femininity that grew out of that earlier period. In particular, the third wave sees women’s lives as intersectional, demonstrating a pluralism towards race, ethnicity, class, religion, gender and nationality when discussing feminism.
According to Barker and Jane (2016), third wave feminism, which is regarded as having begun in the mid-90’s has following recognisable characteristics:
- an emphasis on the differences among women due to race, ethnicity, class, nationality, religion
- individual and do-it-yourself (DIY) tactics
- fluid and multiple subject positions and identities
- cyberactivism
- the reappropriation of derogatory terms such as ‘slut’ and ‘bitch’ for liberatory purposes
- sex positivity
‘a product of the unresolved feminist sex wars – the conflict between the women’s movement and the sexual revolution‘ .
Ariel Levy (2006:74)
‘Raunch culture is the sexualised performance of women in the media that can play into male stereotypes of women as highly sexually available, where its performers believe they are powerful owners of their own sexuality’ Hendry & Stephenson (2018:50)
Miley Cirus’ video wrecking ball is an example of how raunch culture can be empowering for women.
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Intersectionality:
‘In an attempt to understand what it means to be oppressed as ‘a woman’, some feminist scholars sought to isolate gender oppression from other forms of oppression’. Put another way, there was a tendency to be either ‘preoccupied with the experiences of white middle-class women or to ignore completely the experiences other women’ (Sigle-Rushton & Lindström, 2013, 129). It is from this that the development and articulation of intersectionality began to take shape. The early ideas around intersectionality can be traced to theoretical developments from the 1980’s, see for example, the work by Kimberlé Crenshaw (1989) or some of the propositions asserted around Queer Theory (see below) that brings together a set of complex ideas around the ‘multidimensionality of subjectivity and social stratification’ (ibid, p.131). In other words,
you cannot ‘understand Black women’s experiences of discrimination by thinking separately about sex discrimination and race discrimination’ (ibid)
Sigle-Rushton & Lindström, 2013 p131
Hook: Multicultural Intersectionality
As Barker and Jane note, ‘black feminists have pointed ot the differences between black and white women’s experiences, cultural representations and interests’ (2016:346). In other words, arguments around gender also intersect with postcolonial arguments around ‘power relationships between black and white women’. So that ‘in a postcolonial context, women carry the double burden of being colonized by imperial powers and subordinated by colonial and native men’ (ibid).
As a way of exploring this notion of intersectionality ie the idea that an approach such as feminism, is NOT UNIVERSAL, SINGULAR or HOMOGENEOUS as this is a REDUCTIONIST and ESSENTIALIST way of seeing the world. Rather intersectionality highlights the way ideas and concepts such as ‘female‘, ‘feminist‘, ‘feminine‘ (Moi 1987) intersect with other concepts, ideas and approaches, such as, sexuality, class, age, education, religion, ability. A way of exploring these ideas is through the work of bell hook.
bell hook (always spelt in lower case – real name: Gloria Jean Watkins) advocates media literacy, the need to engage with popular culture to understand class struggle, domination, renegotiation and revolution. Put another, encouraging us all to ‘think critically’ to ‘change our lives’.ethnicity and race, see for example here work ‘Cultural Criticism and Transformation‘
Queer Theory
In the UK the pioneering academic presence in queer studies was the Centre for Sexual Dissedence in the English department at Sussex University, founded by Alan Sinfield and Johnathon Dollimore in 1990 (Barry: 141). In terms of applying queer theory to feminist critical thought, Judith Butler, among others expressed doubt over the reductionist, essentialist, approach towards the binary oppositions presented in terms of: male/female; feminine/masculine, man/woman. Arguing, that this is too simple and does not account for the internal differences that distinguishes different forms of gender identity, which according to Butler ‘tend to be instruments of regulatory regimes . . . normalising categories of oppressive structures‘ (14:2004).
Judith Butler: ‘gender as performance’
identity can be a site of contest and revision‘
Butler (2004:19)
In many ways Judith Butler counterpoints earlier ideas of gender representation, for example, some of the ideas presented by Laura Mulvey seem to suggest that gender is fixed – male/female – that it is structured by institutions and those powerful individuals who are able to exert power and control – Weinstein et al. While still recognising those argments presented by Mulvey, Jean Kilbourne, Sut Jhally and others, Butler suggests that gender is fluid, changeable, plural a set of categories to be played out and performed by individual subjects in individual moments in time and space.
Put another, it suggests that we have multiple identities that are performed to different people, in different social settings, under different social conditions. For example, look at categories such as lipstick lesbian, butch and femme, girly girl and so on, which illustrate the multiple, plural nature of identity, representation and performance with feminist critical thinking. Which can be explored and mapped out into similar studies on male identity (again see work by Sinfield, Dollimore and others).
The idea of identity performance is explored further in another post: Representation, Identity & Self. However, to understand the approach of gender as performative is to recognises a ‘phenomenon that is being reproduced all the time‘, which perhaps suggests that ‘nobody is a gender from the start.’ The question for Butler (and for students of media and cultural studies) is therefore: how does gender get established and policed? Which, of course, is why we look at her ideas in subjects like Media Studies.
Before / after photoshop
Full Face:
Upper Half of Face:
Lower Half of Face:
modern advert
1970 advert
statement of intent – advertisement
The product I am advertising is Lush’s ‘Rosy Cheeks’ face mask. I am using fellow student Kate McKenna as the face of my brand. In both adverts, I will take on a reactionary stance, which fits in with the ideals of the era in which the adverts supposedly take place in.
In my first (modern) advert, my target audience will be women aged 12-25, who are looking to get smoother, glowing skin on their faces. The aim of this advert will primarily be emphasising the positive qualities of my product through a clean, pretty aesthetic and informative description. The adverts colour palette will mostly consist of pink / nude shades because these colours are usually associated with love, kindness, calmness, and femininity. I will apply this by using a pinkish background, and by dressing my dominant signifier/face of the brand (Kate McKenna) in pinky colours. I also photoshopped a pearl earing onto her ear. Pearl earrings are a symbol of class and riches, and so by including one in my advert, it suggests to the audience that the product is a luxury one. It also makes the advert look prettier. Furthermore, I used photoshop extremely liberally in this advert (see my post titled ‘BEFORE / AFTER PHOTOSHOP‘). I smoothed out Kate’s skin, took away any moles, spots, and blemishes, thickened out her eyebrows, lightened her skin, coloured in her eyes to make them bluer, took away her eye bags, made her skin lighter / clearer, and filled in her lips to make them thicker, redder, and a more idealised shape. In my view, adverts shouldn’t use photoshop at all, and to me, Kate looked just as (if not more) beautiful in the unedited picture of her. However, as almost all adverts (especially skincare ads) use photoshop to make their product look more appealing to their target audience, it is essential that I use photoshop in order to fit in with the ‘reactionary’ stance I decided to take with my ad. The main selling point of the product will be the soothing, calming influence it has on the skin. The tagline (indexical sign) will be “give your skin the love it deserves”. This reinforces the calm, kind, and loving feel (the anchorage) of the product which I’ve tried to connote. My style model is unfortunately a landscape ad (I am required to do mine portrait) and so I will be taking most of my influence from the adverts ‘feel’ rather than its layout. The most obvious way that I’ve taken influence from my style model is by using a flower as part of my backdrop. The type of flower I decided to use was a rose because the name of my product is ‘rosy cheeks’, and a pretty pink flower connotes feelings such as love, kindness, calmness, and femininity. Also, the font I used on the company and product name (‘Lush’ and ‘Rosy Cheeks’) is slightly similar to that of my style model, and it connotes a luxury, posh feel. Finally, I directed Kate to use a pose that slightly resembles the pose Kate Winslet uses in my style model (head turned slightly to the right with a natural – but elegant – expression). I differed from my style model by placing Kate smack bang in the middle of my advert. I did this because I want the audience to immediately be drawn to Kate’s face because that is the dominant signifier of my advert. Hopefully, Kate’s beauty and clear skin will attract the attention of the target audience, who will likely yearn to have skin as clear and beautiful as hers.
In my 60s era advert, my marketing strategy will be slightly different. Instead of targeting strictly women aged 12-25, my target audience will be women and men aged 18-35 (however the advert will be directed towards women). In this advert, I followed my style model much more strictly. The theme of the advert will again be reactionary (for the time period). The reactionary stance of my advert is most clear in my slogan – “Give your man a face he wants to touch”. This slogan suggests to the target audience that she needs to use this product, to appeal to the sexual desire of men. Degrading slogans such as this one were extremely common in advertising during the 60s, and so it is important that I made my slogan creepy and politically incorrect (by modern standards). My picture will follow the same theme as my slogan, as I will have a man (me) caressing a woman’s face (Kate). This is extremely similar to my style model, which also pictures a man touching a women’s face in a loving manner. However, one area in which the two pictures are different is that in my advert Kate is looking towards the camera, whereas in the 60s advert the woman is looking at the man. I made this change because I believe that by having Kate look at the camera, the passive viewer of the advert will be more interested in the product. I again matched my style model through the use of colour, with the dominant signifier of the advert (the picture of me and Kate) appearing in black and white, and the banner at the bottom of the screen appearing in a creamy white colour. The dark colour palette of the advert connotes a dark, sexy vibe, which captures the viewer’s attention and creates feelings of passion and energy.
CSP 4 – MAYBELLINE
By using a male make-up artist as the face of their product, Maybelline made national news for breaking the gender stereotypes present in beauty and cosmetics. This sort of radical representation is undoubtedly a positive, however, I seriously doubt Maybelline did this purely for the sake of representation. It was likely also a marketing strategy used to make headlines and raise awareness for their product. Plus, by teaming up with influencers, Maybelline is appealing to a younger audience who are active on social media. The hashtag used in the advert reinforces this strategy.
The advert is also sneaky in the way that it uses sound design and special effects to grab the viewers attention. The product is only £4, however, in this advert is treated as a luxury. The colour gold also symbolises luxury and riches, and the city of New York (where the ad is set) is a city associated with wealth and success. The mantra of the product seems to be ‘you can feel like a boss’ no matter what your budget is. Also, the advert is extremely camp and cheesy, which (despite being difficult to watch at first) actually makes the advert more memorable to viewers.
Glamour magazine- ” His inclusion in a nationwide ad especially hits home following the Internet backlash that went down this week over ASOS’ choker necklaces for men. (As writer David Yi over at Allure put it, the backlash “promotes the dangerous sentiment that men are supposed to adhere to hypermasculine culture.”) As we continue to celebrate beauty as a way for women to express themselves, it’s equally important that men have the same right—whether that’s getting the peace of mind of being able to dab a zit with concealer or the freedom to wear a full face and falsies. “
The advert is also reverse in its representation of race. A black woman called Shayla is also used in the advert, and she states that she wants to bring ‘shade inclusivity’ to the cosmetics industry, through the use of radical representation.
csp 3 – Score
Textual Analysis:
- Strapline is “Get what you’ve always wanted”. This immediately attracts the customers attention
- Big slogan above a long (repetitive) paragraph.
- 1 main male.
- 5 main female models, are shown in awe of the man, supposedly because of the product.
- The setting that the models are in is supposed to be Africa, this is evident due to the leaves behind, and safari-style clothes.
Representation
The strapline ‘Get what you’ve always wanted’ appeals to the aspirer, who wants to achieve greater things. The advert also implies that wearing its product will help you gain the sexual attention of young women, which appeals specifically to heterosexual men. Also, by choosing to use a group of white people in Africa, the product appeals to 1960s imperialists who are still clinging to the ideals of the recently collapsed British Empire.
There is no doubt that the audience response to this product will have changed quite a bit over time. Firstly, the lack of diversity in the advert is now laughable (especially when you consider that the advert is supposed to be set in an African safari). Also, the sexual politics of the advert now seem rather questionable. The man in the advert looks around 40-50 years old, and yet he is being carried around by women who look as if they’ve just turned 20 years old. The addition of a gun as a phallic symbol also hasn’t aged well, as it implies that ‘to be a real man’ men have to be powerful and violent.
Also, by implying that the group had sex, the advert is trying to appeal to the ideals of ‘the second wave of feminism’ which created a larger acceptance of birth control, divorce, abortion and homosexuality.
Clearly, the advert is trying to use sex to sell their product. This is an extremely common strategy even today, but the products explicit way of using it hasn’t exactly aged well compared to today’s modern standards.