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audience theory

Who – MacDonald’s

Says what – you may order a salad but you really want a MacDonald’s big mac

Channel– poster

To whom– anyone who sees the poster and eats salad

with what effect– to promote MacDonald’s and sell big macs

drawbacks – someone might not live near a MacDonald’s,

L'Oreal Print Advert By McCann: This Is An Ad For Men - Lipstick, Mascara,  Nail Polish | Ads of the World™

Who – L’OREAL Paris

Says what – men should hire more women in leadership roles

Channel– poster/magazine advert

To whom– men who run a business

with what effect– to promote women’s rights, sell their product and get men to hire women

drawbacks – men may not be attracted to the image as they aren’t interested in makeup

my product

Paco Rabanne Lady Million Eau de Parfum Spray 80ml - Perfume

Who – lady million perfume

Says what – if you want to be the lady with loads of men, wear lady million perfume

Channel– poster/magazine advert

To whom– women between 18 – 30

with what effect– to get women to buy the perfume

drawbacks – some women may be offended as they wont be happy that it promotes male validation to make a woman feel good.

beyonce

Paul LazarfeldTwo Step Flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback etc

Essay

Question: ANALYSE THE RELATIONSHIP BETWEEN SIGNIFIERS AND SIGNIFIEDS IN THE TWO CSP GAMES COVERS

in this essay, I am going to comply a semiotic analysis to both Tomb raider and Metroid video games cover, and how they are represented to the audience. I will argue throughout this essay that Tomb raider is a sexist representation of woman, with a negative impact on gamers. On the other hand, I will argue that Metroid illustrates a positive view as the focus is not just on the character, but the whole games cover composition as a whole.

Tomb Raider is an illustration of the way in which the games industry presents reactionary representations of the dominant ideology of females. I could argue that Tomb Raider is a reactionary text. The dominant signifier, Lara Croft, is presented in tight, revealing clothing to attract the male gamers and fulfil their needs. This corresponds to John bergers concept of the male gaze in the sense that, when women are sexualised, male gamers are more attracted to the game. This provides a negative representation on femininity. Furthermore, Lara Croft is designed to be reactionary, with small hips, perfect features, big breasts and a slim body so that the male gamers are interested in the game at first sight.This is expected from the audience as society are accustomed to the idea that women are always going to be objectified and sexualised, supporting the male hegemony. This provides a sexist and patriarchal view on the female body. Personally, I would argue that Tomb Raider is both a radical and reactionary text shown by the way Lara Croft is presented. Lara Croft is an iconic sign, as she resembles a real female human. However, she has been exaggerated through constructed reality as she is presented as a realistic woman, but she has been animated to have unrealistic and farfetched feature. This makes her a unrealistic misrepresentation of the female human, allowing the players to think that this is how all woman should look, raising the patriarchal standards of women in real life. It sets the example that it is excepted that woman are weak and sexualised in society creating an objectifying view of woman. This therefore conforms to the dominant ideology. I would also argue the tomb raider is a radical text as Lara Croft goes against the stereotypical stay-at-home woman in the real world. For example she is portrayed as a strong and powerful character and goes against the damsel in distress stereotype as shown by Anita Sarkeesian in ‘Feminist Frequency’. instead, she is a counter-type, saving and protecting herself, much like her own knight in shining armour, and does not have a male character saving her. This challenges what you would normally expect from a video game which has a niche target market of men. This design choice contrasts to the quote “She falls in love with the main male protagonist and becomes his property losing her outward glamourous characteristics” – Laura Mauvey. This adds a feministic view on the way woman should be portrayed, allowing the gamers to understand that women are capable of anything men can do. I could argue that this is radical as it does not conform with the general stereotype of women within modern day society. In addition, The Tomb Raider games cover may provide a negative representation of women. Lara Croft is holding multiple guns which are very clear on the front cover. The age ratio on the game is a 12, however the guns relate to the idea of death and violence. although the age rating may not be taken seriously or followed correctly, it is suggesting to people of a young age, who are easily impressionable and gullible, that guns are acceptable in society. This allows players to believe that this is acceptable in society based on the game that they have played. This representation of society may not be suitable for such a young age and entices the gamers to have a sexist and aggressive mindset which advocates qualities that people should not want to have.

Contrasting to this, I think Metroid represents feminism in a positive light. At first glance you may not be able to work our quickly whether the character is portrayed a a man or woman, or even any gender at all as it is dressed in an armour suit which covers its natural identity. this leads to the idea that, as you cannot tell the gender of the character, gamers automatically assume that the character is male. This is because violent and aggressive games usually include male characters. However, following BBC’s article, the quote “At first players were led to believe that the hero was a man – the game’s accompanying booklet referred to Samus as a “he”. But those who completed the game fast enough were in for a shock: at the end Samus revealed herself to be a woman.” can provide us with a controversial view in regards to feminism upon the main character Samus. She is said to be one of the most iconic female characters in gaming, but the way she is hidden behind disguising armour could be contentious. In my opinion, this highlights the fact that women can achieve anything a man can and contradicts the stereotypes of a woman being weak and incapable. For gamers, this can educate them to think about more positive ways of representing women and help the gamers adopt to new ways of thinking about gender representation. This here is shown to be a radical decision, as we are all expecting and assuming the character is male. On the other hand, other people may view this as a negative representation of feminism, as they have hidden her behind a facade to lead the viewers into thinking the character is male. Why are they hiding her behind some kind of mask? Without having played the game, or knowing the history of it, you would never guess that Samus is female.

In conclusion, both Tomb Raider and Metroid provide both a radical and reactionary view on feminism. Both provide a positive view on feminism in the sense that, they both present females as the main character, show is strong and powerful and can fight for herself. On the other hand they both provide a negative view on women. In tomb raider, Lara Croft is overly sexualised for the needs of the male hegemony, and in Metroid they hide the girl behind a mask almost like they are hiding her true identity and feminism.

key language representation

male gaze– the perspective of a notionally typical heterosexual man considered as embodied in the audience or intended audience for films and other visual media, characterized by a tendency to objectify or sexualize women.

Voyeurism-Voyeurism is defined as an interest in observing unsuspecting people while they undress, are naked, or engage in sexual activities. The interest is usually more in the act of watching, rather than in the person being watched.

Patriarchy-a system of society or government in which men hold the power and women are largely excluded from it.

Counter-types– a positive stereotype and emphasizes the positive features about a person. An example of a countertype is that all religious people are kind

Misrepresentation– the action or offence of giving a false or misleading account of the nature of something.

Selective representation– the action or offence of giving a false or misleading account of the nature of something.

Dominant ideology– the attitudes, beliefs, values, and morals shared by the majority of the people in a given society.

Constructed reality – The term social construction of reality refers to the theory that the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences.

Hegemony– leadership or dominance, especially by one state or social group over others.

Audience positioning– Audience positioning refers to the techniques used by the creator of a text to try to get the audience to understand the ideology of the text.

Fluidity of identity– fluid identity has the potential to change in many directions.

Constructed identity– identity is something that is personally constructed

Collective identity– the different identity groups in society

negotiated identity– the way in which you agree with others about identity

essay prep

I produced a Jungle quest game called Lana Laxima and I created a dominant signifying image that was essentially feminine although it didn’t fit the reactionary female games cover. This is because the woman in my games cover is fully clothed and not sexualised by wearing tight, revealing clothing. This corresponds to Toril Moi’s analysis of the distinction between female, feminine, feminist categories of representation (1987). In my production there is a clear focus on femininity

Further to this I have exaggerated the female attributes of my character with large lips, a small nose and a tiny waist. I also included clothing that was army/jungle-like an, including camouflage trousers which have connotations to combat and the army. My character opposes the ideas of the male gaze as the notion of the male gaze is quite distinct, it relates to the sexualisation of the dominant signifier, which is not the case for my character.

Nevertheless, I believe that it is generally accepted in society that femininity is seen as am much more week, feeble and sexualised gender than masculinity. So in this sense my product is a radical representation of femininity.

Personally, I think that this is a positive representation of femininity as lana Laxima breaks all the stereotypes of females being week and sexualised. however in my game the main protagonist is a strong female woman who fights off the bad people, and is presented in non-sexual clothing. If I were to create this product again I would introduce more characters of all races, and sizes and look to create something that was more reactionary to the gamers. To draw in the attention of male users I would put some of the female characters in small, revealing clothes and some of them i would make more modest. I would also do the same with the male characters in the game, and have a range of body types from muscly to skinny to connect with all audience types. As such, i would be sending out a more positive message about race, gender, and body types to connect with the gamers and help them think about gender representation, with more positive role models for young people to aspire to. As Keith Stuart notes ‘the power of video games [is] a reflective, empowering and emotional influence on the lives of players’. (Why diversity matters in the modern video games industry, Guardian, 18 July 2017)

pithy quotes

Laura mauvely

“She falls in love with the main male protagonist and becomes his property losing her outward glamourous characteristics.”

“Once he actually confronts her his erotic drive is to break her down and force her to tell by persistent cross questioning.”

levelling up

“young women whose only choice of dress is either a bikini or something extremely revealing that the player can choose for them to wear.”

“poor representation of Asian women perpetuates the stereotype that they are meek, submissive, sexual objects who exist purely for men’s entertainment.”

why diversity matters

 “As a girl growing up playing games I was always like, why do I have to play as a boy?” 

representation

The male gaze is the theory that men sexualise and objectify woman and portray them as sexual objects

Laura Mulvey, a British film theorist, challenged the centrality of the male viewer and his pleasure. This is called ‘The Male Gaze’. She wrote ‘Visual Pleasure and Narrative Cinema’ which exposed her views an opinions. she was well known as a strong feminist and believed in equal rights between women and men.

The concept of ‘The Gaze’ was first used by John Berger, an art critic, in ‘ways of seeing’. This was a documentary that analysed the representation of women.

Media forms

numbermedia formcharacteristicsexample
1radioaudio only, widely availableradio 1
2newspapernon linear, visible, publicjep
3advertisingvisual and audible, shown to public, accessible for everyoneleaflets
4filmpublicly available, visual and audibletitanic
5televisionbroadcast, private, cheapgood morning Britain
6video gamesvisual and audible, interactive, user feels involvedgrad theft auto
7social mediaproduction is public, consumption is privateinstagram
8magazinesvisual, lots of photos, publicvogue
9music videosvisual, audible, publiccall me maybe

statement of intent

i intend to creative a video games box inlay product for a secret agent/spy video game. I will be making the popular movie James Bond

The main image on the cover will be a spy, for the reactionary product, I will use a male character as the dominant signifier as it is expected from the audience that a detective will be male.