MIGRAIN 3 Assessment - Learner response

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: Khaterah, a brilliant assessment displayed here. lots of relevant media theories mentioned and applied

EBI: consider other media advertisements that you can reference how representation are presented

18/20 A

2) Read the mark scheme for this assessment carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you didn't achieve full marks in a question, write a bullet point on what you may have missed.

Q1: 8/8

Q2:10/12
The Carolina Herrera campaign reinforces Liesbet van Zoonen’s ideas regarding the media and patriarchal dominance. Undoubtedly, the female model is presented as a ‘spectacle’ for male pleasure and the positioning of the models and the use of text (‘good girl’ and ‘bad boy’) establishes a male dominance.

3) For Question 2 on the social and cultural contexts of gender representations, identify three potential points in the mark scheme that you didn't include in your answer.

One point I didn't include was Gender Trouble – particularly the idea that gender is culturally and socially constructed – not ‘natural’. The construction of the adverts supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of gender roles and heterosexuality.

Another point is where David Gauntlett argues that masculinity is constantly evolving and social concerns that masculinity is ‘in crisis’ are exaggerated. However, this campaign does not provide particular evidence for an evolution in representations of men.

Finally, a more political point was that the advertising campaign reflects a more traditional approach to representation than found in many modern campaigns. This perhaps reflects the recent cultural backlash against ‘woke’ or ‘PC’ (politically correct) causes as evidenced by right-wing political campaigns such as Trump or Brexit.

4) Having read the whole mark scheme, pick out one media theory that you didn't include in this assessment and summarise it briefly here so you can use it confidently in future.

Van Zoonen built on Stuart Hall’s reception theory with regards to how gender representations communicate their meanings to audiences. She suggested the media’s influence in constructing gender is dependent on whether the institution is commercial or public, the platform (print/broadcast/digital),  genre (e.g. drama/news/advertisement), target audience, how significant the media text is to that audience

5) Based on your experience in this assessment, identify three aspects of Media (e.g. skills/particular theories/examples) that you need to work on for your next assessment.

Three aspects I need to work on towards my next assessments is apply and valdate the theories against the product. I also need to use my own knowledge and other examples learnt in class to aid me in certain types of questions.

Comments

Post a Comment

Popular posts from this blog

Representations of women in advertising

  Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising Read  these extracts from an academic essay on gender in advertising by Reena Mistry . This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions: 1) How does Mistry suggest advertising has changed since the mid-1990s? There is increasingly employed images in which the gender and sexual orientation of the subject(s) are markedly ambiguous. There's is also  growing number of distinctly homosexual images. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Feminists had been articulating the  idea of women having their own plans and careers; but soon after 1945, women were made to feel  guilty by warnings of the 'dangerous consequences to the home'.  Betty Friedan (1963) claims this led  to the creation of the 'feminine mystique': 'the highest value and the o
Read more

Ideology

Image
  Part 1: BBC Question Time analysis Watch this clip from BBC Question Time with Russell Brand and Nigel Farage. The BBC deliberately placed the two against each other and the episode resulted in far more people than usual watching and reacting on social media. 1) What examples of  binary opposition  can you suggest from watching this clip? Conservative and liberal values,  hate and Love for Nigel Farage, support and neglect. 2) What  ideologies  are on display in this clip?   Conservative, Liberal, Socialist, Immigration restriction, Social welfare Part 2: Media Magazine reading Media Magazine issue 52 has two good articles on Ideology. You need to read those articles ( our  Media Magazine archive is here ) and complete a few short tasks linked to them.  Page 34: The World Of Mockingjay: Ideology, Dystopia And Propaganda 1) Read the article and summarise it in one sentence. People who have power control ideas and resources while propaganda and the media use TV to distract the masses.
Read more

Introduction to feminism

  Everyday Sexism Watch the Everyday Sexism TED talk from Laura Bates (linked above) and answer the following questions: 1) Why did Laura Bates start the Everyday Sexism project? To illustrate how women normalise abuse or sexual abuse as if it is a part of their daily lives, accepting it. 2) How does the Everyday Sexism project link to the concept of post-feminism? Is feminism still required in western societies? It links as post-feminism in reality doesn't  exist even though women have more rights than they use to. It has been set aside while men are still focus on stereotypes and holding power against females. 3) Why was new technology essential to the success of the Everyday Sexism project? It was able to connect countless women from different countries to ages, disabled or not around the world in order for them to share their stories/experiences with others. It helped to show how females are neglected and are still contently suffering. 4) Will there be a point in the future whe
Read more