genre- a style or category of art, music, or literature.

you want something that’s predictable and expected but also innovative and unexpected.

Overall, genre study helps students to think about how media texts are classified, organised and understood

‘ . saddled with conventions and stereotypes, formulas and
clichés and all of these limitations were codified in specific genres. This was the very foundation of the studio system and audiences love genre pictures . . .‘

why is genre so important for institution’s

narratives are structured around binary oppositions. For example, good vs evil, human vs alien. It creates a dominant ideology of a film. So the audience can be encouraged to make a judgment on the binary oppositions they are given. For example, which one they prefer and which one also chose to follow more than the other.

CONCEPT	strongly agree	agree	neutral	agree	strongly disagree	OPPOSITE CONCEPT
SATISFIED					/	UNSATISFIED
MATURE				/		CHILDISH
FEMALE					/	MALE
OBEDIENT					/	DISOBEDIENT
WHITE			/			BLACK
URBAN	/					REGIONAL
POOR	/					RICH
CONFORMITY	/					NON-CONFORMITY
YOUNG	/					OLD

racial otherness

he wrote ‘there aint no black in union jack’. there are anxiety’s regarding immigrant behaviour. Gilroy argues, marginalised the immigrant black community from the outset. constructing them as racial ‘other’ in the predominantly white world. This also shows that the specials were a more challenging political group as they challenged society’s norms.

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Fluidity of identity– David Gauntlet mentions how someone’s can change because of how men and women are being perceived through the media.

what you need to make a film-

camera, cast, crew, editors, script, set, film location, props,

Linear-arranged in or extending along a straight or nearly straight line

Chronological- following the order in which they occurred.

Sequential-forming or following in a logical order or sequence.

Circular structure-

Time based

Narrative arc-. It provides a backbone by providing a clear beginning, middle, and end of the story

Freytag’s Pyramid

exposition-a comprehensive description and explanation of an idea or theory

inciting incident-the event that sets the main character or characters on the journey that will occupy them throughout the narrative.

rising action,

climax- the most intense , or important point of something

falling action,

resolution-measure used to describe the sharpness and clarity of an image or picture.

denouement-

Beginning / middle / end

Equilibrium

Disruption

New equilibrium

Peripeteia

Anagnoresis

Catharsis

The 3 Unities: Action, Time, Place

flashback / flash forward-

Foreshadowing- hints throughout the story indicating for a event later in the story

Ellipsis-where there are parts of the story missing

Pathos

Empathy

diegetic / non-diegetic

slow motion

Todorov’s narrative theory. most stories can be broken down into beginning middle and end .

flexi-narratives-long format television products deploy multiple three act structures in a similar pattern to that used by master plot/subplot sequences.

condensed equilibriums- contempary audiences, arguably, have a much lower boredom threshold, expecting products to deliver quickly

Vladimir Propp:

Vladimir Propp was a folklorist researcher interested in the relationship between characters and narrative . Propp argued that stories are character driven and that plots develop from the decisions and actions of characters and how they function in a story. He claimed characters could be classified into certain roles that progress a story

Propp identifies two types of hero’s, the seeker-hero and the victim-hero

Cultural industries-an economic field concerned with producing, reproducing, storing, and distributing cultural goods and services on industrial and commercial terms.

Production-the action of making or manufacturing from components or raw materials, or the process of being so manufactured.

Distribution-the methods by which media products are delivered to audiences, including the marketing campaign.

Exhibition / Consumption-a public display of works of art or items of interest, held in an art gallery or museum or at a trade fair.

Media Concentration-a process whereby progressively fewer individuals or organizations control increasing shares of the mass media.

Conglomerates-a company that owns numerous companies involved in mass media enterprises.

Globalisation-the process by which businesses or other organizations develop international influence or start operating on an international scale.

Cultural Imperialism-Cultural Imperialism Theory states that Western nations dominate the media around the world which in return has a powerful effect on Third World Cultures by imposing n them Western views and therefore destroying their native culture

Vertical Integration-when a Media Company owns different businesses in the same chain of production and distribution.

Horizontal Integration-a Media Company’s Ownership of several businesses of the same value. A Media Company can own a Magazine, Radio, Newspaper, Television and Books. 

Mergers-an acquisition in which one or more of the undertakings involved carries on a media business in the Page 2 State and one or more of the undertakings involved carries on a media business elsewhere.

Monopolies-concentrated control of major mass communications within a society.

Gatekeepers- is a process by which information is filtered to the public by the media.

Regulation-a rule or directive made and maintained by an authority.

Deregulation-the removal of regulations or restrictions, especially in a particular industry.

Free Market-an economic system in which prices are determined by unrestricted competition between privately owned businesses.

Commodification-the act or fact of turning something into an item that can be bought and sold.

Convergence-a phenomenon involving the interconnection of information and communications technologies, computer networks, and media content.

Diversity-it means understanding that each individual is unique, and recognizing our individual differences. 

Innovation-the process of not just an “invention” of a new value for journalism, but also the process of implementing this new value in a market or a social setting to make it sustainable.

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 gender is represented in both the Score and Maybelline advertising campaigns?

In this essay I am going to be discussing gender representation in both the maybelinnne advert and the score advert. I will be discussing both adverts in detail. I will argue that the adverts have both positive and negative aspects about them.

Firstly, the Maybelline advert can be shown to represent a positive idea of gender representation. One way in which this is shown is how one of the main characters shown in the advert is a gay male who is representing the mascara in the advert which is putting this idea into peoples head that anyone can wear makeup which is also breaking gender norms and challenging this stereotype that males don’t wear makeup. The advert is radical as normal advert for makeup would have a white female using the makeup, this advert challenges that as it has a gay male using the makeup and representing the product. This representation of sexuality is seen as positive as it helps to enable this idea of anyone being able to use makeup and that makeup doesn’t have a fixed audience or a specific audience and that anyone can use it. It can be seen as a more positive thing as it has representation of a gale male and it shows a more wider range of people that they can actually also use this product and that it is not linked to a specific group of people.

In the Maybelline advert it also has some more positive aspects. For example it shows this idea of the product being luxurious and that anyone who uses it will feel this luxury. The advert presents both characters using the mascara and showing the audience hoe the mascara is applied. It is presented as a rich expensive product as the emphasis on the amount of gold used in the advert to show the expensiveness and high standard of the product as gold connotates to money and power. In the advert it shows both characters going from not having expensive clothes on and being in a average NYC apartment to the transformation of them wearing gold outfits and looking all glammed up after using the product. Presenting this idea to the audience that if you use the product then you will then also feel this luxury. This is positive as it doesn’t target specific people in the advert it shows the product in a positive light as it shows that anybody who uses this product will feel this luxury and that it doesn’t matter what gender you are or sexuality you will feel this luxury.

however, in the Score advert it shows a more negative aspect on gender representation.  In the advert there is a male on a lectica surrounded by females wearing minimal clothing. They are all attractive white people. They are dressed in jungle like clothing surrounded by jungle trees. The clothing they are wearing is short. The people in a are also represented as more of a upper class type people. The male is on a lectica which is linked to richness and power above others. The male is also being carried by a bunch of females representing the fact that he is above them, above all females and everyone else.  the male in the advert is shown to have only had this power after using the product, he is shown to be higher up and more important than everyone else as he is sat on a lectica being carried by females. The advert is also highly sexualised as its shows lots of women surrounding a male who is higher up. All the women are wearing short clothing and the male is presented as highly masculine. The male is presumably a straight male who is enjoying the female attention this has a reactionary representation and  and stays in line with the social stereotype. This is negative as it adds to this idea of men being above women and it has this idea of sexualising the women who are holding the male above them also representing how there male is above them which also adds to the myth that males are above. This also has this idea of the women worshiping this male who has used the product. Furthermore, adding to the sexualising and hierarchy of males being above women as it physically shows the male on a lectica above the women but also connotates to the women holding up the male which has this idea of women not being as equal as males and adds to the myth that males are above women.

however the Maybelline also has some negative aspects about it. One of the characters in it, Manny MUA, is a gay male he is presented in this advert as slightly feminine as he has a high pitched voice and certain ways in which he is presented. This could be perceived as both positive and negative to the representation of sexuality as it represents men in the makeup industry that has been preciously dominated by women. This could be seen as negative as although it des have a male who is using the product the male in it is presented in a more feminine way this can be seen as negative as it presents this idea that you have to be more feminine to use this product and also adds to this myth that heterosexual males cant use makeup. It is more widely accepted that gay males can use makeup and they are more presented as feminine than a straight male for example. if a straight male was to use makeup they may feel more feminine but this advert by having a gay male as the model for this product also adds to the idea of only gay males being able to use makeup.

Furthermore, the score advert can also be seen in a more

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 1960’s and ’70’s, 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.

The meaning of feminism

intersectionality, pluralism- key words

Male and female is not set in stone and that there is no particular thing classing you as a male or a female and it is internalised

1. an emphasis on the differences among women due to race, ethnicity, class, nationality, religion
2. individual and do-it-yourself (DIY) tactics
3. fluid and multiple subject positions and identities
4. cyberactivism
5. the reappropriation of derogatory terms such as ‘slut’ and ‘bitch’ for liberatory purposes
6. sex positivity