Key question		Focus	Specifics
Why regulate?		Truth Appropriate messaging Knowledge Public decency Control Child protection Political bias Privacy Health and safety Criminal activity Morals, ethics, relative (subjective) ‘good behaviour’ Ownership (to avoid monopolies, increase choice, diversity, competition) Libel/slander/defamation of character/reputational damage Specific/particular political opinions	Russia v Ukraine Rooney v Hardy Depp v Heard Elon Musk purchase of twitter Life of Brian banned in Jersey for bad behaviour China banned social media ACTI vision blizzard $18m settlement over sexual harassment suit
Who regulates what?		Specialist bodies e.g. Ofcom Individuals Government, ministers Self regulation Internal company/structural regulations (code of ethics/practice) Key individuals e.g. celebs, influencers BBFC (cinema) PEGI (video games) MCSPS (music) Ofcom (broadcasting) IPSO (newspapers) PRS (performing rights, music) Independent bodies Groups
How will regulation be put in place?		Rating system Copyright
What gets regulated?		Newspapers Films TV Games Radio Books The News Cartoons/animations Internet Music

Libertarian: Libertarians are classical liberals who strongly emphasize the individual right to liberty. 

Authoritarism: the enforcement or advocacy of strict obedience to authority at the expense of personal freedom for example Adolph Hitler, Stalin.

Hedonism: The word ‘hedonism’ is a derivative from the ancient Greek for ‘pleasure’. Psychological or motivational hedonism says that only pleasure or pain motivates us. Ethical or evaluative hedonism claims that only pleasure has worth or value and only pain or displeasure has disvalue or the opposite of worth.

The Greek philosopher Epicurus was a hedonist. He writes that there is pleasure in simple things such as mindfulness, friendship and enjoyment of simple things at work, which is more likely to bring one tranquillity rather than extreme pleasures which are harder to achieve and .

He opened a school which studied happiness.

The Frankfurt School

Pleasure gets commodified into pop culture, which is sold as false happiness.

Theodore Arno said that popular culture and consumerism is not what makes us really happy but it is

Permissive society in the 1960s, the rise of the teenager

Birth control, abortions in the 1960s was legalised.

Economic globalisation

Superiority (racial)

Nationality/patriotic

Finance, capitalism, communism, consumerism, taxes

Monopolies, multinational, companies, businesses. Transnational corporations

Fusion of entertainment and information –

Protectionism –

Civil liberties –

One party state –

Democracy –

Commodification –

Keyword/theme/question	Daily Mail	The i
Economic globalisation
Racial superiority	Page 1-14. Lack of racial diversity, features mainly white people when the theme was about togetherness and the support of one another.
Nationalism/patriotism	Page 6 ‘…Final parade was so British’. Page 10 ‘How the nation came together to put on a right royal spread’, exclusive as the whole nation would not be participating to help with the Jubilee.
Regulation
One-party state	Page 2 suggests the UK is a one party state ‘no alternative’, ‘we are strongest when united’ this shows a very authoritarian perspective.
Commodification
Democracy
Right wing/left wing	Page 2 ‘Tory MPs last night were plotting a course for disaster by seeking to remove Boris Johnson as prime minister’, implying Boris is the best and superior to other PM candidates, as part of the right-wing, Tory party.
Authortarism/libertarianism	Page 18. ‘Boris Johnson by a country mile is the best Prime Minister to lead the Tory government’.
Pro-tory	Page 18. ‘Boris Johnson by a country mile is the best Prime Minister to lead the Tory government’ represents an attitude that the only way is for the Tories to win for the country to be run well. Patriotic too with the use of the metaphor – ‘by a country mile’, meaning England.
Class	Page 14 Prince Charles united the UK. Represents the Royals as superior to others in society.
Fusion between entertainment/news	Page 9. Prince Louis sticks his tongue out at his mum. Patriotic. Right wing. Authoritarian.

No Offence is a 2015 British drama series which is centred around a group of police officers who do their best to keep Manchester safe. However when they are exhausted of their resources they turn to unconventional methods to teach the perpetrators a lesson.

The tv series is located in Manchester and broadcasted on Channel 4. The first episode reached 2.5 million views. No Offence stars Joanna Scanlan.

The Killing

Another police procedural drama, but of Danish origin.
‘The Killing’ translates to ‘The Crime’ in English from the Danish translation. The programme is set in Copenhagen. It has been highlighted for the photography of the Danish setting as well as acting.

Another police procedural drama, but of Danish origin.
‘The Killing’ translates to ‘The Crime’ in English from the Danish translation. The programme is set in Copenhagen. It has been highlighted for the photography of the Danish setting as well as acting.

• Genre theory including Neale

Cultural industries including Hesmondhalgh

Seymour Chatman (Sattelites and Kernels)

A story has two parts: the important parts and the embellishments.

Kernels (something that grows): Important part(s). The key parts of the film that make up the plot/narrative structure. If taken out the story or narrative would not work.

Satellites (orbit the earth, not planets or the earth they just go around): Embellishments. ‘A bit of fluff’. Add aesthetic to the story but are not needed, however is a way to bulk out the movie and as moving images are time based manipulation of time is needed but manipulation of time is needed for any kind of production e.g. time of podcast so are in fact important. To add detail to setting or character

Roland Barthes: Proairetic and Hermenuetic Codes

Proairetic code: Doing/action, movement, causation

Hermeneutic code: Talking (dialogue), thinking, reflection. character development

Enigma code: Makes film/moving image exciting, intrigues audiences. Leaves clues out for the audience, encourage audience to want more info

In this scene I can see that there is a man sitting down on a platform dressed in safari clothes with a shotgun in his arms, he is well groomed and smiling and looking pleased with himself. In addition there are five ladies wearing safari clothing too but they are less covered up than the man, their chests, midriffs, arms and necks are on display and they have big hair styles and makeup. The ladies are looking up to the man, as if they are admiring and worshipping him, they are holding some kind of cheetah or leopard skin and one of the ladies is reaching up as if to stroke the man and another is holding onto his cowboy boot. The women are at a lower level than the man. There also some plants in the background to create the illusion that the people in the advert are in the jungle.

The dominant signifier is the man, as he is the ‘masculine’ person and he is showing what effect the liquid hair product will have on women. There is anchorage where there is an image of the product and a description of what it will do for the potential customer. There is a strapline ‘Get what you’ve always wanted’ to show to the customers that by purchasing this product the consumer can get what they have always desired.

In this advert there is no representation, as there are only white males and females. The idea being represented is that by purchasing this product men will be superior to women, that is to state thut women will admire and worship the man that is using the product to amplify his hair.. At the era when this advert was created, women’s rights were given more rights such as a right to birth control and there was the decriminalisation of abortion (in some countries) so why are they still stooping down to what could be seen as following patriarchy?

Manny Gutirrez is a very well known youtuber as a popular makeup artist and beauty blogger, and more specifically he was the first man Maybelline had posted.

“Unveil the hidden motives and persuaders rooted in the mind of a consumer”

Elizaveta Baryshnikova 2017

Persuasion is used by exaggerating the place the apartment is shot at ‘This place is everything!’ And the Bell Boy being dressed up in what would would typically be seen as someone who one would see in a 5 star hotel, it makes the audience believe that anyone can attain that, and so anyone can attain luxury by purchasing this makeup product.

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I intend to create a print advert that is both historical and radical, for the purposes of advertising a brand of mascara. My focus is to create one radical and one reactionary product to display different representation. I intend to use iconic signifiers of the products and a dominant signifier of the model’s face, in addition to indexical signs and a strapline to emphasise the product.

The radical advert is set in the 1950s era. My style model is a Maybelline advert from the 1950s, which I aim to replicate. The strapline is ‘Eye makeup smart women prefer’ which is an entirely different and commendable attitude toward how woman were usually perceived in the 1950s. Women’s occupations were to be housewives and stay at home cleaning and cooking for their husbands’ and looking after their children. However, this particular advert has a very different approach, it is a counterstereotype of the typical 1950s women, it presents as women who are intelligent and the model on the advert is dressed as though she works at an office with her neat hair and polished makeup. This shows that the model is not adhering to this negative stereotype and is opposing to the patriarchy as it implies that she goes to work, creating a more positive stereotype for women of that era.

The model in the advert I replicated for the radical advert is wearing a dark coloured outfit to exude an air of sophistication and place emphasis on the strapline that states “the intelligent way to make up your future” to imply to the wider audience that the model and user of this particular brand of mascara are of an ‘upper class society’, have an excellent educational background and an individual that is highly sought after in the employment market. The name of the product is ‘Infinite mascara’ as it indicates that women are capable and intelligent enough to achieve an infinite amount of things.

The type of audience that would be drawn to this advert are women who work in an office between the ages of (approximately) 30-45 years, as they would have most likely been to university and attained their qualifications and have had experience at work so they would be able to relate to the strapline and the dominant signifier of the advert.

The kind of company that would make my product would be a kind of brand that is timeless and classy, for instance Chanel, that women who work in an office would be able to afford.

For the contemporary advert a reactionary approach is used. I use a female model as the dominant signifier whose photo displays someone who is happy and gregarious and who is not afraid to show their fun side modelling with a blow up ‘hot pink’ flamingo, sporting a flower garland as indexical signs and wearing her hair in a plait style. This contrasts the former advert as it shows femininity can be fun and expressive too. The strapline ‘Fantastically fun lashes!’ reinforces this idea.

The style model for this advert was an advert for a makeup brand called Too Faced, which I took inspiration from for my contemporary advert as it shows a girl who appears to be very carefree and fun loving as she is posing smiling and and is in a relaxed as well as being on the telephone and has her hair down.

This advert represents itself as a reactionary advert as it it follows how females would be typically as happy go lucky and expressive. At the same time, it is a positive stereotype of femininity as it is a counter stereotype of how many females are portrayed in adverts such as mascara, mainly to appeal to the male gaze and that is what is considered feminine. Although in this advert, it does not. It depicts that whilst still being feminine, though self expression and being fun loving it does not need to follow this negative stereotype of makeup being worn to please men but that women can wear makeup for themselves to make them happy and express their individuality whilst doing so without trying to impress anyone else.

The kind of audience that would consume this product would be a younger age group of 19-30 year olds who are able to afford this product which can be purchased from a number of high street beauty stores, which would be in the category of ‘The Mainstreamer’.

The type of company that would produce this product would be a high street brand such as Revlon or Maybelline as their adverts tend to be expressive and their price range would appeal to a younger audience as well.

David Gauntlet:

“Far reaching social changes current affecting western society”

The ideology behind this is that the opinion of all individuals, irrespective of their gender, race, culture or upbringing, have had a significant affect on individuals throughout the world.

“Front covers of magazines scubas Vogue and Men’s health are shop windows to amore sexier more successful future self for their readerships”

the ideology behind this translates to what has been portrayed within the media rather than individuals.

“Linked to family expectations and right social codes”

The ideology relates to ones gender/sexuality and to abide by the correct acceptance of conformity by society in general.

Judith Butler:

“Our bodies or sex do to define our gendered identities”

There is no need to conform to what is expected from the demands of today’s society – it is for the individual to decide.

“Our genders are culturally rather naturally formed”

Is depended on the societal influences in which an individual is raised from birth and are perhaps bodied when mixing with individuals from other cultures over a period of time.

“30 second glimpses of who we might become”

The ideology indicates that our identities could modify over a period of time.

“Myths reinforce male power as the norm because males are the more naturally dominant gender”

The idea is that a male is the dominant sex compared to a female.

Butler writes “Gender reality is performative which means…that it is only real only to the extent that it is performed”. I believe that Butler means by this is that gender is a social construct and it is only as real as we make it to be, and it does not actually exist.

She states ‘We need to rethink the category of women’ In order to have more rights for women, the meaning of being a women need to be rethought of which can be done as historically the meaning of gender is able to change as the normality of it is by being reenacted, refused or recreated and today this will include trans women in the category of the female gender.

In the Score advert, the women create their identity as a ‘stylised repetition of acts’ as females as they are typically ‘girly girls’ and they create a repetitive performance by having the features of a ‘girly girl’ as they have long hair that is styled and this is seen as typically feminine, as well as their makeup done and wearing outfits that fit the female shape instead of covering themselves up. This supports the Laura Mulvey’s theory as it is shown that gender and sexuality are fixed due to the indexical signs of heterosexuality of the women and the men showing the man has the attention from the women as the strapline states ‘Get what you’ve always wanted’ and their gaze shows admiration towards the man and one of the women’s hand is reaching towards him as though she wants his attention.

Shayla is portraying herself as a female in the Maybelline advert as she too has the typical feminine look with long hair and is wearing makeup. There is also the repetitive performance of her portraying herself as female by advertising the makeup.

However, Manny defies the typical masculine look as he is wearing makeup which is typically more feminine. This relates to Butler as