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Leveson 10 years on

Background to the Leveson inquiry

The Leveson inquiry was a judicial public inquiry into the culture, practices and ethics of the British press following the News International phone hacking scandal, chaired by Lord Justice Leveson, who was appointed in July 2011. A series of public hearings were held throughout 2011 and 2012.

The Leveson inquiry  is a wide-ranging exercise aimed not just at News Corp’s newspapers but the press as a whole. It will examine relations of power between the press and the public, politicians and police. 

Press response to the public about what’s going to happen

If new legislation is recommended, and the government is willing, then it will fall on ministers to introduce the statute required. But the press is strongly opposed to statutory reform, and the Conservatives are split between those who oppose any statute and those who support a modest form of legislation. So, either way, it will fall to the press itself to create a reformed regulator and to chance its own culture and practices.

It is unclear exactly how the prime minister will react, but one outcome being canvassed is that the coalition gives the press time to come up with a reformed PCC, and leaves hanging over the industry the threat of statutory Ofcom regulation if Britain’s highly politicised and factionalised newspapers cannot agree.

10 years later

When Leveson published his report in 2012, he said that for 30 years or more politicians “have had or developed too close a relationship with the press in a way which has not been in the public interest”, although he added that “close relationships, including personal friendships” were “not in themselves any cause for surprise or concern”.

Since then the election of Boris Johnson as Prime Minister, first by his own party and then by the British people in 2019, has put a former journalist in Number 10 for the first time since Winston Churchill.

I happened to have been a witness at the inquiry, giving evidence on blogging and social media, and so I thought that – after ten years – it may be worth setting out some thoughts about the inquiry.

The Leveson Inquiry was a half-success and a half-failure.

The successful part was the evidence stage, where a huge amount of evidence was placed into the public domain about the culture, practices and ethics of the press that would have not been placed into the public domain, but for the inquiry.

This evidence is in the form of written witness statements, original documents and oral evidence.

The Leveson inquiry was at the tail end of when there was an actual newspaper industry – where newsprint was published daily on an industrial scale.

Since the circulations have collapsed.

Now anyone with an internet connection can publish to the world.

If for example a reporter cannot publish something in a newspaper (or news site) there is nothing stopping a tweeter publishing the same to a potentially far wider audience.

Basically the Leveson inquiry was working well until the introduction to world wide social media where everyone from across the world can be connected to one another. Which means anyone can post anything which is why the Leveson inquiry was only a half success.

The main point of the Leveson inquiry was to stop the press from making deals and paying off courts and police for information and also to stop them from hacking into peoples phones to gather information’s and create fake news.

The press hacked into a murdered girl Milly Downers phone to send messages back and forth which created a false sense of hope for the friends and family of Milly as they thought she was still alive.

The Leveson inquiry was set up to stop close relations between the press and government and reduce the risk of false storied getting put out to the public.

ADVERTISMENT statement of intent

For my advertisement I intend to create a bright and happy advertisement to show how impactful this product is on your life. I intend on showing the beauty of the can in my ad as it presents the day of the dead. I will use a contrast of blue as the can is blue therefore I can match colours together to bring an overall sense of excitement of the drink to an audience.

The product will be presented in a bright and colourful way like presented on the can and I also would like to try and have my style model in some type of day of the dead outfit or makeup, this will help to bring the whole concept of the can together and be presented easily to the audience which id like to present it to. That audience being 16-25 year olds.

For the less modern version of my advertisement id like to use a male style model with the same idea of the day of the dead but make it out that females cannot have this energy drink as its for working men to give them energy therefore women don’t need it. It will be a male only product. I intend for this advertisement to be made in the 80s so the overall concept of it will be bright and themed as though it is made in a roller rink as typically in the 80s everyone would enjoy a night out there.

score

Mise-En-Scene- In this advert i can see a safari scene set up, which may suggest how wild girls go for you once you use this type of gel. Also the women are holding up the man which may suggest that they are treating him better than what they might have done before the advert and before he used the hair cream.

Semiotics- Within this advert there is an indexical sign that all women will admire any man who wears this hair cream and that you will have multiple women after you due to the usage of this hair cream.

Representational analysis- The women in this advert are portrayed to be wanting this man for themselves and that the man is smug and happy about his decision to buy this product as it has made his life better. There is a female who isn’t looking at the man with voyeuristic desires but is looking at us as the viewers of this advert, to tell us that we should buy this product and that we wont regret buying this product. She looks very threatening whilst looking at us as an audience to try and scare us into buying it.

Narrative- This appeals to the target audience of hetrosexual men as it shows how much women love this product and single hetrosexual men want women and want someone to love and therefore this is appealing to that type of audience as it is giving off the idea that women love it and will love you and have voyeuristic views towards you whilst wearing the hair cream.

Audience- This advert creates desire for the product due to the male being lifted and looked at by women who were the ideal types of women in 1967. The brands message is very repetitive but it gets its point across to men that there is no better product than this one. The audience would’ve had one of two reactions. The first one being I really need that product due to the fact that i get so much out of it. The other response being, this product is a scam and wont get me what I want.

The lady looking to the front is used to persuade the audience to buy the product as she’s looking directly at them suggesting they should get the product.

csp 4 maybelline

Beauty vlogger and makeup artist Manny Gutierrez is a popular YouTuber with a huge following on his channel, Manny MUA. He was featured in Maybelline’s latest ad campaign ‘That Boss Life’ for the product Big Shot mascara line. Manny stars in the promotional video along with fellow makeup artist Shayla Mitchell. Manny was the first male to ever be posted on maybellines instagram let alone be in a pormotional video for one of their products.

Maybelline has utilised Manny into showing diversity and how Maybelline’s products aren’t just for women but men too.

To ensure a good promotional video Maybelline shouldve included the 4ps to marketing

● product- item(s) company is going to sell;
● price- cost of the product with consideration of unit cost, marketing and
distribution costs;
● place – where the product is to be distributed;
● promotion – marketing strategy.


In relation to services and intangible goods there are additional 3Ps:

● people- both the target audience and the people working in the marketing department of the company;
● process- optimized processes to minimize costs;
● physical evidence- perception of the product in the marketplace. (The Marketing Mix 2017)

Maybelline has only estableshed to its audience what the product is. And their premotion for it was confusing and unclear what the product does, there was no estimated price/no price at all and also no one knows where the product is going to be distubuted.

This Maybelline advert gives off no information that would be useful to potential buyers and it only makes it known what the product is. The target audience isn’t clearly established either due to the fact that no adults going to want this mascara just because it came out of a shiny suitcase.

As a brand, Maybelline is challenging the expectation of who wears their product, and is showing their support for everyone and anyone who wants to reach for their mascara. It reflects a current trend of cosmetics companies to adopt diversity in their advertising.

MAYBELLINE AS A COMPANY

Maybelline New York is an American multinational cosmetics, skin care, fragrance, and personal care company, based in New York City. It was founded in Chicago in 1914, and has been a subsidiary of French cosmetics company L’Oréal since 1996.

On the maybelline website maybelline has labelled themselves as the number 1 make up brand and sells products in 120 countrys.

Although Maybelline want to come across as the best cosmetic company in the world they are actually 7th best in the world which is therefore lying to buyers trying to make them believe they’re buying the best when they’re not.

Maybelline support mental health. And have a whole campaign to raise awareness towards people who suffer from mental health issues.

 Maybelline New York is an American multinational cosmetics, skin care, fragrance, and personal care company, based in New York City. It was founded in Chicago in 1914, and has been a subsidiary of French cosmetics company L’Oréal since 1996.

quantative and qualitative data

QUANTATIVE DATA

research product 1- Dior mascara

Targeted to people in the higher class who have money and are willing to spend a lot of money on a product that will be used frequently and often and so therefore will run out quicker.

The people in the higher class would usually be people ages 25 plus, but can also be 16 plus due to things such has having a wealthy family or having a job and saving up enough for such product.

research product 2- LIVE hair dye

Targeted to those in the middle class. As they will have gained enough disposable income to be able to spend extra money on hair dye which they don’t necessarily need.

The middle classed people could be anyone from 12 plus. The preteens would have to have parental consent to buy due to the fact that it may not be appropriate for school of not worth damaging hair for. Anyone can dye their hair as it’s their hair and they’re choice. this product is relatively cheap, five pounds per box, therefore its easier to be brought than other types of hair dye.

my product- monster energy

The target audience for my product would be ages 16-25 ish due to the fact that in the uk it is illegal to sell any energy drinks to people under the age of 16. The age 25 is the best cut off age ideally because not many adults would like something sweet or energising as majority of adults by then would turn to coffee as a energy source.

People from the middle class are more likely to buy this product as like the hair dye it is cheap and easy to find in any shop meaning its easy to grab and buy.

QULITATIVE DATA

research product 1- Dior mascara

The aspirer, the mainstreamer and the reformer

research product 2- LIVE hair dye

the reformer, the struggler, the mainstreamer and the explorer

my product- monster energy

the struggler and the succeeder,

gratification table

RESEARCH PRODUCT 1 Dior Mascara
CHRISTIAN DIOR, DIORSHOW ICONIC OVERCURL – Best Mascaras 2021 – Eyelashes  to Blow Their Minds
RESEARCH PRODUCT 2
Live Hair dye
Schwarzkopf extends portfolio with focus on diversity
MY PRODUCT
Monster Energy
ᴀɴɴɪɪɴᴀ on Twitter: "2x Giveaway for 24-pack of Monster Mango Loco! FOLLOW  & RETWEET! + Extra entries for my Twitch subscribers! ENTER HERE:  https://t.co/m4XU7Qn2X2 @MonsterEnergy @MonsterEnergyFI #giveaway #twitch…  https://t.co/ZiZ0y6HQKn"
UNDERSTANDING SELFmaking your eyes pop out to people and so you can feel better and begin to understand your true identitychange the colour of you hair to get a true feeling of yourself and what suits you and what your feeling like yourself in.feel more energised to be able to-do things you wouldn’t and find out your true capability and fully get to grips on what you are like.
ENJOYMENTEnjoy putting on the mascara and seeing the difference it makes to your eyes once in.Enjoy dying your hair and the enjoyment and anticipation of the colour being on your head and what you’ll look like with a different colour in your hair.enjoy drinking this drink and getting energised throughout the day due to the intensity of the drink.
ESCAPISMescape your daily looks and leave the idea of eyes and around your eyes not being good enoughescaping the idea of being like everyone else and becoming more so yourself and separating from the ideas of what peoples hair should look like by adding a new colour to ones life.escape boring days and add some energy to make your day less boring and more thrilling everyday
KNOWLEDGE ABOUT THE WORLDthe knowledge that people around the world someone around the world would also have the same product as you the only question is where in the world.knowing that people around the world could dye their hair with that exact product and the same colour at the exact same time as them.knowing that the design of this monster can comes from the festival day of the dead therefore they might go to somewhere which celebrates it to get a better understanding of this festival.
SELF CONFIDENCE, SELF ESTEEMmake you feel better about your appearence in general as you can alter it to become / feel like a different personmake you feel better about yourself as you feel more like yourself witch your hair having been dyed a different colour.mkaes you feel more confident in exams and before work due to the idea of being energised and being awake and actively ready for the exam.
STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDScreate a better relationship with you and your friends as you can become closer with them (male friends) and with female friends you can connect to them with the idea that they also wear mascara too.creates a stronger relationship with your friends as you’re feeling more like yourself and therefore you don’t have to act different around them.you can strengthen relationship with both family and friends as you are more energised and feeling less down during the day.
ANY OTHER CATEGORY OR THEME

Analyse the relationship between signifiers and signified in the two csp games covers.

Analyse the relationship between signifiers and signified in the two csp games covers.

In this essay I am going to apply a semiotic analysis to both the Tomb Raider and Metroid video games covers. Semiotics is the study of signs. Signifiers are things or ideas that are trying to be invoked whereas signified is standing for something else.

I believe that Lara Croft is a sexualised game due to the fact of Lara’s clothing whereas Metroid is not which suggests that games companies sexualise women to entice male players to buy the game. As such in this essay, I am going to make it clear that the male Gaze towards women is the reasoning as to why video games companies are becoming so successful.

In CSP 1 Tomb Raider the use of the male gaze shows connotations of voyeurism as Lara Croft is having her backside shown towards the front cover as well as her breasts being clearly visible to the purchaser. Not only that but Lara Croft is shown to be put into tight clothing and short shorts. This shows a misrepresentation of women as women don’t constantly wear skin-tight clothes and show off their bodies in a sexual way to men to fuel their need for voyeurism. In video games the fluidity of identity is stripped from women, and they are used as selective representations of what women are actually like and shows a negative stereotype towards what women are supposed to be like. Whereas men are given Hegemony over women and patriarchy takes course as games progress with men taking dominance over women.

In CSP 2 Metroid the use of Counter-Types is used to show the positives of the Metroid and how strong and powerful he is portrayed to be. In Metroid there is no collective identitys except from the fact that it is just a robot. There is no gender stereotypes and there is negotiated identity through the fact of the robot being a robot. Not the agreement of male and female its robot and robot. This eliminated the idea of the male gaze as there is no distinctive woman to look at. The thought of dominant ideology is also lost when looking at Metroid as there is no belief and morals to be shown due to the fact that of  the constructed reality Metroid has created.

There are very controversial ideas of both CSP 1 and CSP 2 due to the fact that the robot in Metroid is depicted as a male and is in a full suit of armour when fighting but Lara Croft in tomb raider has to fight in skimpy clothing which barely covers her. Males get all this praise where as females get objectified.  Laura Mulvey as specialist in the idea of the male gaze. Laura’s definition of the male gaze is “ women in the media are viewed from the eyes of a heterosexual man, and that these women are represented as passive objects of male desire” she also stated that “The Male Gaze suggests that the female viewer must experience the narrative secondarily, by identification with the male” Laura Mulvey works towards getting game companies to have equality for both male and female characters and to not just use the female as the damsel in distress for all situations. Laura has been to many events and has dedicated majority of her life to getting game companies to change their outlook on women.

The reason as to why Laura’s work isn’t changing the future isn’t because she’s wrong in any way shape or form or that her theory is incorrect but the buyers and audience for these games continue to buy the same types of games. Its either women in little clothing showing off their bodies whilst fighting or women in need of the males help to come save her. The damsel in distress theory for games has always worked. Mario, for example Mario has to go to a castle and save princess p-each from the evil turtle thing and that’s the games basic outline. Of course, throughout the game there is challenges and fights to be won in order to make it to the castle but it’s still the same ideology that the women will always need saving from the bad and the Hero that comes to save her is a male.

To conclude CPS 1 Lara Croft is in fact a sexualised game which promotes the idea of women distinguished as objects and only there for the males to look at. Whereas CPS 2 Metroid is the idea of a woman as it’s been recently distinguished that Metroid is in fact female but the fact of the Metroid being covered up and having many masculine traits makes it more believable for her to be a male. But Metroid has had this female fully covered up and not seen as an object or just there for men to look at which gives off the idea to audiences that that this is a non-sexualised game and can be played by all. I believe there is no relationship or similarity between the 2 CPS’ signifiers and signified as they are two completely different and separate games.