Mr. Bush’s media work

Working title

To what extent do American institutions of vampire genres (e.g. Twilight and vampire diaries) use codes and conventions as a way to target enigmatic younger audiences?

Angle

How is the influence of these supernatural vampire genres on the audience becoming so popular? Why is Blumler & Katz uses and gratifications theory specifically connects with these younger audiences?

Hypothesis

Vampire genres have the ability to attract younger audiences because of the modernized codes and conventions, and the power and the fantasy a love story has on a potential female audience.

Linked production piece

Two short clips of the disruptions of vampire diaries and Twilight (moving image).

MIGRAIN

Media language

• Darker lighting creates enigma (e.g. key lighting and top lighting- silhouettes/ glamour/ making face whiter.
• Iconic props for danger- daggers, bullets, knifes, blood- also creates enigma.
• Costumes- Males costumes more dominating, use of black to convey intimidation and stereotypes them as the typical ‘bad boy’. Yet, females (such as the damsel in distress – Todorov) wear lighter colors to reinforce their innocence and vulnerability.
• Star appeal is important as it allows audiences to familiarize themselves with the characters. Protagonists vs. antagonists always conveyed as the most important. Antagonists always conveyed as foreign.
• Setting- is always in a murky place in America. (E.g. mystical falls, Manhattan/ forks. Always dull, never much sunlight (also creates enigma.)

Institution

·         Institutions are most generally combined.

Vampire diaries- The CW network, warner Bros and CBS Corporation.

Twilight saga- Summit entertainment and lion’s gate.

·         Both texts originate from books/ Stephanie Meyers and L,j smith. Gives way for product placement, whilst advertises and reinforces both the films and books.

·         Mainly younger audience demographics

Vampire diaries- 18-34 audience.

Twilight saga – 12-30 audience (but slightly changes, depending on the film. (Can be further emphasized by the certificate of the movie).

·         Twilight is targeted globally as it’s conveyed as a ‘nationalistic’ film and has displayed a world cinema. Vampire diaries is also popular as it is shown on The Cw who then took partnership with Itv2. Whilst, it’s easily downloadable online.

·         Audience psychographic- vampire diaries and twilight- explorers (as targets younger audiences) and aspirers.

·         Directors- Twilight saga – Twilight- (Catherine Hardwicke), New moon- (Chris Weitz), Eclipse- (David Slade)

Vampire diaries- Kevin Williamson and Julie Plec.

Genre

·         The vampire diaries genres – Drama/ Fantasy/ Horror

·         Twilight- Fantasy/ Romance.

·         Codes and conventions of Horror- (angles) extreme close ups, tilt, tracking, handheld, Point of view. Atmospheric settings, Dark Music, good plot, the antagonist has a pattern in the way they work or kill, good vs. evil  montage editing, lead character usually slays the antagonist.

·         Codes and conventions of Fantasy films- mystical creatures (e.g. vampires, fairies, dragons), trailer appears dreamlike, dark and mysterious- isolation, modern world is dependent on the mystical one, short snippets of action, lots of dissolves, fade in and out black cuts, dramatic music.

·         Codes and conventions of dramas- The Structure- to grab the audience’s attention and makes the audience become emotionally attached. Have to include climaxes and anti-climaxes. Lots of peaks and troths in the storyline, character must be easily accessible, form of realization at the end, relationships, realistic story lines, some form of journey and a happy ever after.

Representation

• Traditional values- vampires (outdated, go by traditional values), the way no sex before marriage, men has to always be the protector.
• Todorov props characters- Twilight/ vampire diaries- protagonist/damsel in distress- Kristin Stewart/ Nina Dobrev. Antagonist- Klaus/ the volturi/ the hunters. Helpers- the main vampires. Antagonists always foreign.
• Sexual and heterosexual ideologies- male gaze and female gaze. What impact it has on the audience. (E.g. protagonist always seen as the price, desirable.)
• Representations of themes- vulnerability, loss, love, emotional attachment, sex.
• The protagonists always get hurt in some sense.

Audience

·         Audience demographics, C1.C2

·         Survivors- in relation to protagonist’s character.

·         Uses and Gratification theory (Blumler &Katz) Informing the audience of recent happenings and information on characters, educated about the different between the humane and inhumane, escapism from reality, entertained- Humorous (Alvarado’s theory), Self-identification, with characters, aspiring to be like them.

·         Star appeal and the identification of the

·         Lean forward and back ward Medias. Leaning forward and consuming the information then reproducing their own. (E.g. Fan sites, Articles, trailers, spoofs etc.)

·          

Ideology

·         Ideologies link well with my vampire genre because of heterosexual ideologies conveyed between the characters. The patriarchy governed by the men’s dominance and sexual intimidation towards the women. There are also matriarchal ideologies by the transitions of the humane women turning into immortal vampires (e.g. Candice Accola in The vampire diaries and Kristen Stewart in the twilight Breaking dawn part 1).

Narrative

Equilibrium, disruption, attempt to repair, restoration.

• Narrative mostly has enigma and action at the beginning or action in the middle and a cliffhanger.
• Climaxes always contained at the beginning. Around three in each episode and all the way through the ending.
• Always follows the protagonist’s point of view, feel emotion from the protagonist’s point of view.
• Always in the same setting, but various accidents within setting.

Issues /Debates

Issue and debates – codes and conventions of the vampire genre and how it directly appeals to a younger audience.

Representations and stereotyping

·         The exploration of characters and stereotyping them using Todorov’s character typing theory.

·         The expected stereotyping of the audience. (E.g. forbidden love, action. Etc.)

·         Representations of good vs. evil within the genre.

·         Stereotyping using clamps (costume, lighting, actors, makeup, props and settings). Mainly applies to actors and how they will be stereotyped on what they wear and how they act.

·         The representations on what the vampire genre has on the audience (Why has it become so popular).

·         Self-identification and aspirations the audience will have on the characters (leading to start appeal- Blumer &Katz)

·         Representations on the horror, fantasy and supernatural drama.

Media effects

·         The hypodermic model- how the institutions are syringing fake messages into audiences, extracting emotion and terror. Vampire genre, gives the audience something to hold on to – love. We watch it because of the unrealistic love that many young teens desire. Gives the audience a sense of escapism and allows them to dream and conjure up their own love fantasy for themselves.

·         Moral panic- the feeling that the protagonists life is out of control during the disruption compared to the equilibrium and how a life can be threatened by lack of choice.

·         Uses and gratifications (Blumler & Katz) - The vampire genre allows a sense of escapism because of the unrealistic fantastical references. Whilst, being entertained and aspiring to be like the characters within the moving image.

·         Reception theory- What the audiences do to the media- Within the vampire genre they soak up the information then use this to create their own lean forward media (e.g., fan blogs and pages.)

Media technology and revolution

Media technology is a very important aspect of the vampire genre as it’s used as a way to differentiate classic horror from the modern day sophisticated horror. An example of this is: Androids, Gadgets, fast cars, guns. However, they will challenge this with traditional objects like Journals, as a way of making it seem more personal to them.

·         Vampire genre institutions need to use technological references as a way to keep up to date with their younger targeted audience. By seeing these Gadgets with their favourite stars, will not only evoke star appeal but also aspire them into buying these appliances to be like the actors.

Ownership and control

·         Vampire genres are mainly independent low budget films or subsidiary institutions, so they tend to collaborate with bigger institutions and television networks. This way they have to split profit and divide advertisement up, so they can get the most out of their targeted audiences. This includes moving image advertisements, print advertisements and radio advertisement.

·         Regulation and censorship- As many vampire genres, whether series or films are certified at a 12 or over. Institutions have to make sure that these series are shown during a prime time line-up or any sex references are obliviated during any advertisement.

Theories

·         Semiotics-Links to Levi Strauss’s theory of Binary opposition.

·         The binary opposition of good vs. evil of the characters (e.g. protagonist, antagonist)

·         Binary oppositions of humans vs. mystical creatures and how the humans will always look inferior to these beings.

·         Binary opposition between the vampires past (always has a murky past within the vampire genre) and their modern future (always mostly change for the better e.g. Stephen Salvatore in The vampire diaries.

Gender and representations

·         The representations of the differences between mortal and immortality. The antagonists always seem to be foreign, yet the protagonists always seem to be American (Links to Todorov’s character types).

·         Gender- Mostly seen as white character (linking to Edward Said’s theory of west vs. the west. However, this can be challenged by the fact that throughout the vampire genre, there will be one consistent sidekick who will be Asian or Black. This further links to the idea of prop’s character typing of “The Dumb sidekick”.

·         Dominating representations- Barthes preferred and opposional readings. This can apply to appearance or surroundings. (e.g. Twilight, Wickery Bridge, night time, with the moon up, building up enigma (Barthes), audience can tell something bad is about to happen.

·          

Audience theories

·          

·         Demographics/socio economic model- c1, c2, as targeting a younger audience.

·         Psychographics- survivors- want some direction and to be taken by escapism and Mainstreamers, go with the crowd (links to the vampire genres popularity.

Uses &Gratification – being informed (being kept up to date with the story line, inspired (by the actors/actresses within the story), educated (by the vampire genre), entertained (innuendoic humour)

·         Genre theories

·         Codes and conventions of fantasy and horror- hybrid genres joining to target a larger audience. Fantasy targets a younger audience because its sense of escapism (Blumler &Katz)(main conventions are adventurous settings, mystical creatures. Horror targets an older audience and its main conventions are iconic symbols (props, knives, blood).Whereas, the supernatural drama conventions mainly link to the fantasy genre of the mystical creatures and settings, whilst adding more of an updated storyline.

Media texts
Twilight (2008)

·         The Vampire Diaries (first started 10^th September 2009)

Other media texts

·         Being human

·         Buffy the vampire slayer

·         Vampires suck

·         True blood

·         Dracula 1931
TV documentaries
bbc- why vampires bite

·         Bbc4 the worlds of fantasy

·         Bbc2 magic, murders and monsters

·          

Academic texts/books

(A minimum of five, including author/full title/year, e.g.)

Myth, legends and reality of vampire existence: A study upon the vampires in folk and modern novels. (Author: Emanuli Kryazev 15^th Nov 2010)

Masochistic men and female vampires: A new approach to Rape fantasy: An exploration of Rape fantasy through the female vampires of romantic and Victorian periods. (Author: Burcu Genc 13^th march 2011)

Interdisciplinary Approaches to Twilight: Studies in fiction, media and a contemporary cultural experience. (1 Nov 2011)

Feminity Between fantasy and reality: Escaping to wonderland (Author: Andreea-Maria Sanclean 13 August 2012)

Rating the audience, The Business of media-(Author: Marks Balnaves and Tom O’ Regan 1 Nov 2011)

Approaches to audiences: Bloomsbury Academic 1998

Touched by a vampire Beth Felker jones

Internet Links

1. At least FIVE from Media Guardian or Guardian Culture or another newspaper website.

Death, sex and vampires.

 http://www.nytimes.com/2012/06/03/opinion/sunday/abraham-lincoln-vampire-hunter.html?n=Top%2fReference%2fTimes%20Topics%2fSubjects%2fV%2fVampires

I know Twilight is awful, but…

http://www.guardian.co.uk/film/filmblog/2011/nov/24/twilight-breaking-dawn-teenage-girls

In the beginning, there was fan fiction: from the four gospels to Fifty Shades

http://www.guardian.co.uk/books/2012/aug/13/fan-fiction-fifty-shades-grey

Horror: a genre doomed to literary hell?

http://www.guardian.co.uk/books/booksblog/2012/nov/07/horror-genre-literary-hell

The Vampire Diaries: what gives a good vampire drama bites?

http://www.guardian.co.uk/tv-and-radio/tvandradioblog/2010/feb/02/vampire-diaries-drama-bite

Classic movie monsters vs. modern movie monsters.

http://screenrant.com/classic-movie-monsters-vs-modern-movie-monsters-pauly-29627/all/1/

2. At least FIVE from university websites/academic papers online. The best place to start is MCS.

http://www.aber.ac.uk/education/Undgrad/Modsae/Ed31220diss/Rachelindex.html

Introduction to early modern horror

http://www.ucl.ac.uk/art-history/about_us/academic_staff/dr_maria_loh/early_modern_horror_intro

Women vampires

http://www.mod-langs.ox.ac.uk/women-and-death/abstracts/barkhoff.html

Introduction to early modern day horror-Oxford journals

http://oaj.oxfordjournals.org/content/34/3/321.extract

Unconditionally and irrevocably

http://www.academia.edu/1243382/_Unconditionally_and_Irrevocably_Theorizing_the_Melodramatic_Impulse_in_Young_Adult_Literature_through_the_Twilight_Saga_and_Jane_Eyre._

Essay on the essential conflict in fantasy novels

http://www.essayempire.com/customessay/literature-research-paper-topics/fantasy-fiction/2803.html

Fantasy fiction

http://www.essayempire.com/customessay/literature-research-paper-topics/fantasy-fiction/2802.html

"To what extent do you agree with Rosin's hypothesis that women are taking over modern society?"

To an extent i do agree with Rosin's feminist article as i do believe that as society has become diverse, women are gaining more rights and respect then they have ever been credited over the last 50 years. They gave gained independance, which Rosin comments on by conveying the character of single mum, Bethenney. Bethenney signifies and represents the entire single parent role that has become the norm worldwide. The idea that a man is clearly an accessory and the idea that Bethenney "kind of" wanted a husband helds some sort of hesitation. As time has changed, women are allowed to put their future and career ahead of them before being forced or encouraged to marry before its too late. The way Bethenney explains that "Calvin would mean one less granola bar for the two of us" connotes that she's quite happy being a working class single mum, instead of desperately trying to find her other half.Over time, marriage has been represented as an iconic symbol of married life for either man or women. However, Rosin draws light on the fact that the necessity of marriage is merely the past.

Rosin also draws comment to the fact that the setting where she went, was mainly filled with females. To an extent, i agree that this may be the case, considering female roles, tend to be the more "gentle" and "naturing" and more likely to spend time with their children. I think this brings across the fact that females are represented to be able to balance both worklife and family life, whereas Rosin does her best to represent htat this isn't exactly the case for men. As they either take the role of a "stay-at-home father", while the female works more vigorous hours to make ends meet. This could then challenge the idea of Perkins stereotypes as women are taking a more manly perspective and independance.  Although, i do agree that women have been represented with more of an important role, we can't underly the fact that a "nuclear family" is stereotypically seen as the most stable family and that some single parents don't choose to be single, but some would preferably want the help from the other partner in order to bring up their child.

 However, Rosin makes it quite clear that men aren't exactly stereotyped as they were 20 years ago, which is emphasised by the way she says: "My hope was to stay in touch with Calvin long enough that he would start earning enough money to pick up the grocery bill again, that he would find his way home". This could connote that she has almost degraded him as a man. Throughout the years, men have been conveyed as the most powerful. However, the way she implies that he didn't have enough money to support his family, emphasises how she believes that women no longer need men. This then challeneges the idea of perkins theory as men are seemingly not standing up to the expectations thats considered acceptable of them. Whilst, Rosin portrays, that women are taking more of a dominating role and that many women specifically want to have a girl, on choice of a baby- ""Women of our generation want daughters precisely because we like who we are," and "These mothers look at their lives and think their daughters will have a bright future their mother and grandmother didn't have, brighter than their sons, even,". Although, this may been seen as a controversial issue to many out there, but is the reason women want females nowadays, really because they choose them over boys. But because, the media has stereotyped (mainly boys) as unreliable becuase they are shown to be getting into gangs, smoking weed, and lack participating in school. These are all stereotypes that can be argued, but by the national curriculum 73.3% of girls, compared to 65.4 of boys did well at Gcses 2012. After seeing this, surely women are going to have their doubts about how helpful their future sons could be. But is this just reason of false allegations becuase Rosin wants us to view women superior to men, or is that she's making allegations about "who they are". Personally, I don't think you can imply these allegations even with facts, as during the olden days, females were burnt for having girls instead of boys. There is no way the whole norm of many middleastern societies have changed within the last few years.

 Rosin draws comment to the fact that the setting where she went, was mainly filled with females. To an extent, i agree that this may be the case, considering female roles, tend to be the more "gentle" and "naturing" and more likely to spend time with their children. I think this brings across the fact that females are represented to be able to balance both worklife and family life, whereas Rosin does her best to represent htat this isn't exactly the case for men. As they either take the role of a "stay-at-home father", while the female works more vigorous hours to make ends meet. This could then challenge the idea of Perkins stereotypes as women are taking a more manly perspective and independance.

Can we find examples in modern media that support Rosin's suggestion that women are taking charge? You may wish to argue the opposite - that men still dominate the media scene.

Although many women, would have great pleasure in elaborating about how we are seen equal to men- it would be a lie. Its not that society hasn't become diverse, but the fact that we still live in a "mans world". Political issues on womens right have changed quite a bit since Emeline Pankhurts conjured up the suffaragettes. Yet, why is that some countries are more "women friendly" then other countries. Stereotypes label "religion" as the key antagonist. Yet religion isn't part of it at all, the hard cored culture of middle-eastern and asians traditionality, creates a mask over womens rights. Whilst, westernised women take for granted simple privileges like being seen out with men, wearing whatever they want and being able to drive. Middle-eastern women are desperately waiting for the day where they can finally break free from the countries that reign them in for seeking husbands and being conveyed as "baby making machines".

In middle eastern culture, some may argue that places like saudi arabia (which is labelled one of the strictest countries in the world) that times have changed and women are now allowed to work in public malls, go to university and hopefully being given the right to vote in 2015.. However, women in saudi arabia, aren't granted small privileges such as access to healthcare without a mans name labelled on the documents.Womens life and death situations, results in the hands of fathers, husbands, cousins (anyone of a male origin).They are not seen elligible to leave the country without a man unless they are over 45 or have a legal document from their husbands or father. Honour killings and arranged marriages socket sky high as 20,000 women in south east asia and the middleast are killed and  Female abuse excalates from nearly 2% more then the last year. If women in saudi want to write anything considered academicly conveying the lack of rights females have, in a saudi governed newspaper, they must be anonymous, as a risk of them being slaughtered or stoned for contradicting the laws. Sex discrimination acts are considered as a mere myth, whilst children are molested and raped from the age of 5. Divorcing your husband for cheating is a shame, and if you then get shot in head, it is considered as the norm. Laws state that once a women bores a child, it is in full custody of the father as women are described to be "weak" and fragile". All of these laws stand strong, as men are allowed to call out to prostitutes, marry up to three women, get their wives killed for the littlest about of £20 (the same as buying a dress in the highstreet), and men are allowed to degrade women in any shape or form. An example of this is when I was in saudi arabia and my cousins were calling to see where we were because three turkish girls had been raped in front of a popular mall, and no one had gone to help.The only beginning of a "light at the end of the tunnel" was when Wojdan Shaherkani was the first women who took part in the olympics. However, as middle-eastern females chanted her name, she only lasted 1 min and 22 seconds. Some say, they kicked her off for the controversy she caused. These kind issues, give westernized women the appreciation of living in a westernised society (linking to Edward Said's orientalism theory of East vs. West).

Although, western women may have a lot more freedom then in a middleastern or asian culture, equality still breaches the horizons of government political issues. For example, the recent outroar of American and British soildiers having there way with women when abroad, the constant penalisation and perverted stares coming from men when we go out, how mp's and journalists are specifically male, how female abuse is still sky rocketing, and how females still get a lower pay check then men. The only real significant difference between Asian/middleastern culture and Western culture is that the westernised have a strongly appeal human rights charity (amongst other charities) and that women are allowed to stand up for what they believe in, even if it doesn't get them anywhere.

Research Judith Butler's approach to feminism. How might Butler respond to Rosin's writing in The End of Men?

Butler argues that gender should be conveyed "as fluid, variable" and that by "deconstructing gender", we may move to a new sense of equality where people "are not restricted by masculine and feminine gender roles".Unlike, other feminists, Butler argues that we cannot see a women as "a unified homogenous group£ because every women is an individual. She says that women are not "a united group" as their all different, which then goes against Rosins feminist article as she talks about how all females in general don't need men. Yet, not all women are the same and will approach different views and opinions about how they may convey feminism and the independance of women nowadays.  

Does the British Media reflect the modern, multi-cultural nature of British Society?

As society has become progressively more diverse, British media has started to reflect modern multicultural nature through various moving image platforms. Using media to represent this becomes a beneficial way for Britain to convey a vast majority of race and ethnicities and their acceptance in today’s society. Whilst, cementing the stereotyped ideologies where white Caucasian was once valued as the norm.

Public and commercial broadcasters throughout Britain can be portrayed as a strong representation of how the media reflects modern multiculturism. This is mainly because the broadcasters mainly target family audiences within Britain, so therefore broadcast a variety of family television shows targeting s at different ethnicities. Another reason for institutions to target a multicultural audience can be drawn down to the multicultural recent actors/actresses that are taking more of an independent role within gthe most popular shows. Using a vast majority of different races within TV shows can be seen as a way for different audiences to relate to different cultures, whilst being informed and educated about them (Blumler and Katz theory). An example of this would be BBC1’S mystery Drama, Luther. Throughout the seven-part series, the protagonist of the show is conveyed to be a tall black actor who is represented as being the head officer. This can then connote the reinforcement of Alvarado’s theory, as Luther is being portrayed to be an ‘Exotic’ character because of his background. Whilst, the connotation of his name ‘Luther’ could connote a sense of respect and equality as ironically he shares the same name as Martin Luther King. This could then further connote the representation of how Martin Luther King stood up for Black people’s rights, connoting how in society, Black protagonists are quite rare. The idea that the Black Protagonist is a head officer investigating Murders, could create a preferred reading of Luther’s intellectuality, which then Subverts the idea of Todorov’s theory of Character types, as the Black actors are mainly stereotyped as  “The Dumb Sidekick”. This can then also link to how Luther’s assistant is of a  white Caucasian background , further connoting the superiority the black have against the white (linking into Levi Strauss’s theory of Binary opposition). Whilst also , challenging the common stereotype we see in films where the white Caucasian are  take the leading roles.

 During the short clip, Luther is introduced to his new white assistant by a female officer. The first medium shot the audience demographic receives, signifies the distinct difference between Luther and the two other colleagues as they both are represented as white. The way Luther is represented as the only Black person amongst the three that hasn’t been conveyed in working uniform, could connote a preferred reading (Barthes) of his leadership. Whereas, the fact that Luther is wearing darker clothing and owns a black car, could reinforce the representations of Black people being stereotyped as rather dominating. Whilst, the use of the smart clothing and tie could further represent his status in society (by having a high-paid working class job). Therefore, challenging the journalist, Dewsbury’s opinion of Black men not being able to have a certified “good” occupational job.

Although Luther is represented as clever, the institutions don’t fully reveal the kind of persona he has. This could therefore symbolize a sense of enigma and mystery as his appearance can be interpreted by the media as being intimidating. The institutions have done this purposely to allow the audience to presume a negative stereotype of the man. Whilst, then dashing our doubts by his openness and friendly direct mode of address towards his colleagues.  As  the camera then tilts up at an angle, the institutions convey him towering over the two officers as they look up at him. This then further suggests the sense of intimidation, instantly allowing the audience demographic to connote him as Fanon’s ‘Decilize’. However, the fact that he’s the only black character within the scene, could further connote Fanon’s theory of Black people putting on their white masks. This could then be conveyed by his slightly posher British Voice and understanding smiles that he gives to his colleagues (subverting the Perkins theory of how all stereotypes are true). Nevertheless, theirs a strict ‘no nonsense’ feels about him, connoting a barrier between him and his new assistant. This can be further suggested by the way the white male officer, is represented as fairly timid and shy towards Luther. (e.g., lack of mode of address) could connote that Luther has power over him. Conversely, connoting an oppositional reading of him being more ‘decilized’. Especially, as Luther continuously cuts his assistants conversation where he flatters Luther with being privileged to finally work with him. Luther’s character retorts with a hard look of direct mode of address and gets straight down to business by asking him about the new case. This then emphasizes how strong-minded and determined Luther is, allowing audiences to relate to his hard work. Whilst also giving an oppositional reading that he has quite an emotionally detached persona.

In comparison to the series of Luther, this BBC show is the first show along the lines of British mystery Drama to represent a black protagonist. Along these lines are series such as: The silent Witness, which focuses around three stereotypical white Caucasian protagonists. The setting of the higher end of London and the well looked after protagonists symbolize a sense of them being represented as high-class. An example of this is the white female character who although is represented as being quite vulnerable, links to the typical ideologies of ‘Hitler’s’ Blonde hair, blue eyes and Todorov’s ‘damsel in distress’ representation. Also, the indication that the three white characters are working together to complete the investigations. Whilst, Luther is handling them alone, connotes Luther’s superiority and higher intellectual ability. Another show that proves no comparison to Luther’s black protagonist is bedlam, which also focuses on a vulnerable ‘damsel in distress’ white protagonist. Although, she also has a ‘white sidekick’, the Asian ‘helpers’ within the series are represented with negative personas. An example is of the male Asian character that is represented as sex-driven and arrogant. Whilst, the Asian roommate is stereotyped as being a vulnerable kinky character that has been having a sexual affair with her best friend’s father. Both of these ideologies represent the Asian characters as weak, whilst the white are conveyed to be much more superior. This then links with Edwards Said’s theory of Orientalism, the East vs. the West. However, overall, the white protagonists that are conveyed within this genre seem to be represented with more distinctive flaws that the institutions have enabled the audience demographic to pick up on. Whereas, Luther has been represented “with having to whole package deal’, whilst also, being an older independent character that the audience can aspire to be like (Blumler &Katz). This then inclusively reveals how institutions have challenged vast stereotypes and representations and opposed them onto the white, as well as the black/Asian.

 

As well as TV show’s being a good example of Britain reflecting Multiculturalism in society, so can certain events. An example of a globalized event that was channeled on the BBC1 recently would have been the Olympics 2012, where during the first 56.30 minutes of the ceremony, a white British women is being represented driving a mini with her mixed race son. The bird’s eye view shot of the car could be represented as an iconic symbol of Britain as the car was traditionally made in the UK and has been progressively changed and improved over the last few years. This could then perhaps connote the reinforcement over the fact that the car has somehow witnessed the change in society over time, and how just like the car has improved, so has the people.

The concept of white, British blonde women driving an ‘expensive’ mini to her suburban house with her mixed race son is proved to be “unrealistic” to Dewsbury, as these challenges the expectations of how the media would usually stereotype white women as “the typical chavvy dropouts”. Whilst also, representing the stereotypical “blonde hair and blue eyed” ideologies of Hitler. Therefore, the oppositional reading could suggest that her being blonde British women could represent her being more of a “pure” British woman. The perception that the female is represented as educated working class women seems to be more familiar then the black educated, working class father, according to Dewsbury’s ideologies. Stereotypically in the media, Black men have been stereotyped to be’ primitised’ (fanon’s theory), creating havoc and mayhem. Whereas, the fact that the Olympics has represented a black working class father living in the suburban house, further connotes how society’s ideologies have begun to change. As well as the fact that the media has started to represent that the white are no longer superior to the east/black, additionally challenging Said’s theory of Orientalism. This also then challenges Perkins theory of how all stereotypes can be represented as the truth.

During the Olympics, the mixed race boy is represented to be just like any other western child playing with his Nintendo Ds on his way home. Whilst, this then relates to importance of the mixed race boy being dressed in women’s clothes, later within the clip. Additionally, this  could then stereotypically be represented as odd, as within the media mixed race/black boys are represented to be ‘declilized’, and very manly. This could then connote how times have changed and that they can have fun just like anybody else in a safe and calm environment.

 Inside the house conveys a typical nuclear family that consists of black father, white mother and mixed race children. Therefore, challenging the Medias stereotype of a nuclear family as they are mostly represented to be white Caucasian. The family seems to be having a small party, including difference races ethnicities. Consequently, using these different backgrounds, allows the audience to represent the multiplicity of globalization and the assembling of more than one culture.  The sense that the rest of this clip is focused amongst the parents two mixed race girls, dressing up to go partying, could stereotypically be seen as unfamiliar as not many black and mixed race people are seen to represent more positive ideologies of just casual teenagers having fun, in today’s society. Yet, a preferred reading could further connote how society has just become more developed and that we are starting to see significant change. However, an oppositional reading could be that British media represents them as being ‘up to no good’ as they are having fun, taking pictures and wearing revealing clothes. Nevertheless, this also then challenges Perkins stereotypical theory, but also Strauss’s binary oppositional theory, as these girls may be conveyed as “exotic”,(Alvarado’s theory), but not Decilzed or dangerous (as we seen in the media)being  ‘loud mouthed’, ‘Gobby’ or ‘outgoing’. As the dancers start mantling themselves around the arena, music is being played from all the different eras of time. Realistically, a majority of music played, comes from artists who are of a white Caucasian. An example of this is when the dancers put on big white faces of all time rockers. This could then explore an oppositional reading of fanons theory, that the black are having to put their white masks on and that the “universal criteria of beauty tends to be white”. Furthermore, this could then connote a significant oppositional reading as an episode of the music came from a black female artist. The idea that lots of different languages had been portrayed through this appearance connotes a preferred reading of the gathering of multiculturalism, as a vast majority of the dancers are from different races. Another oppositional reading could also be interpreted that the mixed race girls are able to aspire to both stereotypes. This creates a sense of culturalism and conveys how much society has changed as years before, mixed race children weren’t accepted from either background, yet they are encouraged to embrace it nowadays. As we then move closer to the end of this short clip few, another important illustration was perhaps the attraction between the mixed race girl and black guy. This could therefore connote that the joining of the two or more ethnicities and races will carry on and signifies a positive future ahead. Overall, I actually think that by using a mixed race and black actors represents Britain’s multicultural population and shows how multiculturalism is conveyed as “exotic” are becoming ever more accepted in today’s society.

Another example of how British Media reflects today’s society is through the use of children’s programming, such as: The Doctor Who.  The actuality that the institutions are creating a positive view of  globalization and multiculturalism (by the variety of actors/actresses), connotes that they are taking part in forming a new generation which has gained more intellectual ability and mutual understanding of different races and ethnicities. Within shows like Doctor Who, some may argue that British Media has failed to reflect different races, because of the verity that we haven’t actually seen an Asian or Black doctor (leading role protagonist) yet. However, back in 2006, Billy Piper played the Doctors companion. Her character was first represented as the stereotypical ‘typical chavvy white girl’ living on an estate, whilst living off benefits. Her educational prospects were represented as limited, whilst her blue bomber jacket, outgrowing blonde highlights emphasized her ditzy, chavvy persona. As well as maybe even challenging Fanons white mask stereotype by trying to put a whiter mask on her as she strives to fit into being accepted by the classes of society.  However, these factors that would have usually been presumably represented as “chavy” made her seem desirable. The idea that someone can come from nothing but be given the opportunity to become something, gives audience demographics the ideas of false hope. This is then emphasized that although she does presumably get lost in a parallel world away from the doctor, she is the only companion that has won the heart of the doctor. Fanon’s theory can then be reinforced here as he states that “The universal criterion of beauty tends to be white”.

Rose’s character is also represented as having her side kick (who is in love with her), reinforcing the theory of Todorov’s as he was represented the “dumb side kick”. Whilst, also relating to Todorov’s character types as she’s connoted to be “the protagonist’s prize”. The sidekick, Micky is stereotypically black. This then links to Fanons theory of black trying to put on white masks as he is represented to be “a white lower-class citizen” by his use of traditional clichés and the weakness and often distressed character. Yet this representation changed as the Doctor (who was white), changed him in to a warrior who ended up wanting to fight for his country. An oppositional reading could be suggested that this can be connoted negatively as the white doctor had become superior over the black character, whilst the black character is represented as looking up to the doctor as a role model. This can further stereotypically subvert the idea of him being “decilized”. Yet the fact that he blossoms as a character could connote the idea of reinforcing the message of letting anyone race or gender, allowed to be given a chance.

However as the media have changed, in 2010 we were introduced to a new companion, Martha Jones. Martha Jones was represented as the’ exotic’ (Alvarado’s theory) black female character who was training to be a doctor in the hospital. Her desired occupation represents her intellectuality, subverting the ideologies of black women being stereotyped as “uneducated” in the media. She was one of the first to be represented as educated, independent women who had goals and expectations in life. She was able to ask the doctor challenging questions and actually help on him his missions. This could then suggest the connotation  of  Fanons theory of her being ‘primitised’ .Yet , because she was the  only black doctor surrounded by a black family that had been exposed to white girl friends and white back grounds, you could suggest that they had been represented to be conveyed as putting on white masks. An example of this is in an episode where Martha and the doctor travel to the Shakespearian period to help Shakespeare defeat witches who were framing his storylines. Shakespeare takes a liking to Martha who tries to act quite posh, just like the white women she had met from that time. Yet, the fact that she is considered desirable in that era (whilst being a black character) could challenge Fanons ideologies that the universal criteria of beauty tend to be white. The idea that her family also become heroes  in the end, as Martha tries to save the world after the doctor gets defeated, challenges Fanons black stereotyping as essentialised by  giving her as a protagonist, a more independent role where she almost ‘takes over the doctors role’. This then emphasizes the fact that this has never been achieved before. This therefore suggests how the black can also be represented as superior and how just in the last three years, society has changed and has endured part of globalization (which is suggested by the popularity of Doctor Who Globally).

In conclusion, I believe these examples are the starting of representations of a multicultural media. Although the media has embraced these ideas, audiences mustn’t perceive the idea that these representations will be rushed. Gradually, I believe we will see more of a change in society as time goes on. However these representations (especially the Olympic ideologies), connotes the seriousness the institutions and government put into these representations, that could have backfired on them, causing a lot of controversy (like Dewsbury). If the Government can portray the media through a Multicultural format, there is no eligible reason why other various media platforms can’t do the same.

Posted 3 weeks ago by niemah

‘To what extent do you agree with Judith Butler’s theory that Gender roles are socially constructed? Use examples from the media in your response.’

Within the Media, both traditional and modernized values reinforce Judith Butler’s theory that gender roles are constructed. These ideologies can be conveyed through various platforms as a way to reinforce the distinct link between females and males interests and hobbies.  Yet, this gender differentiation used by institutions, can be connoted as providing the audience with traditional iconic stereotypes that our society has become use to. However, as society has become more diverse, these stereotypes can be thoroughly challenged as institutions take pride in displaying outdated stereotypes as a way to attract a majority of older and younger targeted audiences.  These main media platforms include moving image, such as; series, films and even television advertisements.

Initially, Perfume adverts have one of the highest reinforcements of Gender roles and representations seen on television, mainly because of institutions aiming to target both men and female. One of these adverts that reinforce Butler’s gender roles is the Paco Rabane, 1 million fragrance commercial. The way the institution clearly has an advert differentiated for both female and male fragrances can reinforce the idea of gender being socially constructed because of the different representations and props used in both adverts. Whilst, this could also create an oppositional reading that by having two different advertisements, the institutions are clearly targeting and entertaining the different audiences with different perspectives, further attracting a diverse audience.  During the male version of the commercial, the institutions mainly focus on a ‘typical’ dark haired white actor (attracting the female audiences (voyeurism, Laura Mulvey)). The use of the model being of a coacaisan background, links to Edward Said’s theory of orientalism (east vs. the west) as the white couple within the advertisement reinforces the idea that the west is seen superior to the east. The equilibrium starts with a close up of the actors face. Whilst, top lighting and back lighting is also used to accentuate his figure and highlight his dominating expression, making him almost seem intimidating. This then subverts the stereotypes of white men being conveyed as menacing. Then throughout the disruption we get a variety of close up images of him clicking his fingers. When he clicks his fingers the audience views close ups of dice dropping and him playing at a casino. This then reinforces how men are stereotyped to desire the power of money. Whilst, the medium shot where a women’s hands envelopes his bare chest connotes how desirable he is, making male audiences aspire (Blumler&Katz) to be like him. The props included such as fast cars, paparazzi and women reinforce the desired but unrealistic life men want. This is conveyed by his branded clothes and how he dominantly struts around, posing in front of the camera. The institutions have conveyed him to seem almost threatening to other men, dominating and ordering. Whilst, by the click of his fingers he can be portrayed as making women beg at his knees and undress in front of him, further reinforcing the Butler’s theory, as throughout the age’s men have been conveyed to be overbearing and desired by vulnerable women. This further sexualizes them and making them looks predominantly weaker than men. The institutions reinforce this as a way to sell their fragrance, syringing (hypodermic model) the audience psychographic with the idea that if they buy this perfume, just like him, they will be powerful and enviable.

 

 However, the social construction is then reinforced during the Lady million advertisements.  The female model is taking more of an independent role by the way she is conveyed as desirable, yet out of reach by men as she clicks her fingers and makes them disappear. She similarly, owns expensive cars and has paparazzi flashing camera in her face. Yet, the social construction bears in as instead of clicking her fingers for more dominating related items, she orders shoes, diamonds and short Charleston type dresses. This then further emphasizes how stereotypically femine and ‘girly’ she is, whilst these props are iconic symbols of defying women’s stereotypical interests. The shot of the gambling machine display’s hearts instead of dollar signs, like seen in the male version of the advertisement, further reinforcing the vulnerable soft-hearted female looking for love. Whereas, her ditzy open mouthed expressions and curly volumised bleached blonde hair, traditionally stereotypes herself as airheaded. Especially, when she giggles when the male actor appears during the equilibrium, almost making herself look inferior to him. Towards the resolved ending of the advertisement, the female contradicts her playing hard to get as she’s swayed by the good looking male actor as he proposes to her and she accepts. Yet, within the male version, the actor displays no functional relationship with the women, further conveying the traditional values of women wanting to depend and settle down with a man and having a family.

Another way genders have become socially constructed is within the form of television series. An example of this would apply to British shows, such as: Doctor who. The protagonist (Doctor who) is stereotypically displayed as the dominating male figure, who is always depended on for saving the world. This is conveyed in one of the episodes as he says: ‘it takes one man to save the world’. This could then reinforce the idea that saving people is considered ‘manly’ as men are connoted as being much more ‘powerful and strong’. Whereas, the doctor has all female companions who are portrayed to be quite airheaded and vulnerable, whilst fully desired and dependent on him. The oldest one, Sarah Jane is always represented as waiting around for him to visit, making him almost the centerpiece of her life. She tells her family stories about him, and focuses her life around the good old days when she used to travel with him. Nonetheless, this reinforces the traditional gender stereotypes of women being dreamy and fantastical, always relying on their man of their dreams. Another of The Doctors female companions was Rose Tyler, who was conveyed to be the typical ‘white chav’ who lived on an estate with her mum, living by her humorous ways (Alvarado’s theory) and hopeless dreams for the future. This can be stereotypically reinforced by her blonde hair and blue bomber jacket.  Although, she was represented as The Doctors one true love, subverting the idea that Rose was his drive in life, she was fully represented as a morose character, driven by his affection and travel. This could then lead to the preferred reading of this being because it gave her a sense of escapism (Blumler&Katz), away from the reality of her life back home. However, an oppositional reading could suggest that him being her weakness, lead to the carelessness of her death. Nevertheless, reinforcing the stereotypical representation that a female’s vulnerability of love can almost be self-destructive.

Similarly, this relates to the American series of Nikita. Where unlike, Doctor Who, the women seem to be represented with more of a dominating powerful role. The series focuses on the Protagonist Nikita, a rogue agent. Within each episode, the institution focuses on her rogue missions where she orders her followers at her command and successfully accomplishes missions. Yet, her weaknesses have been recently establishes, such as; her emotional attachment to her co-workers, friends (Alex) and her fiancé. An example of this is: “Is it because I care too much. That’s the only thing that doesn’t make us different from the rest of the world” when her fiancé gets shot. Another example of this is how she reroutes her missions due to her love for her family and friends, resulting in the antagonists using this against her by killing and kidnapping the ones she loves. This similarly reinforces the susceptibility of females that they aren’t as stereotyped as strong a men.

Lastly, Moving image is a very dominant way for institutions to represent gender stereotypes. Rom-com’s are probably the most defiant genre for this as it not only targets more of a female audience, but allows understanding from the different generic perspectives. An example of a Rom-com that stereotypically challenges Butlers idea of social construction is ‘The Backup Plan’ focusing on Zoe (Jennifer Lopez) who is represented as being an independent women, who owns her own company and does very well for herself  within the heart of New york. The equilibrium focuses on her making the decision to get artificially inseminated, subverting the traditional values of women needing a man to start her family. The disruption then occurs when she falls in love with Stan (Alex O’loughin), a farmer, a maker of cheese who is resitting college. In contrast, this then subverts the representation of men being the breadwinner within the family. This is emphasized as Stan worries about not being able to support Zoe- ‘Zoe, I’m still at school, do you know how much schooling costs here. I don’t know how I can support you’ and she has to reassure him she has money saved, further subverting his dominance. Yet, the institutions then represent a degradation of her independence as she constantly worries and looks for signs where he’s going to leave her. This reinforces her dependence on him, as she asks him for advice and confides him about the death of her mum and the disappearance of her father. When she then loses him, she crumbles until she makes up with him and accepts his help. This is further emphasized when her friend Mona says, ‘I never thought I’d see the day when you finally depended on a man and settle down” .Overall, this reinforces the stereotypical ideologies of women needing a man in her life to live. Therefore, relating to Butlers theory.

However, this is then similarly represented By Andy Tennants Rom-com, Sweet home Alabama, where protagonist Melanie Smooter leaves her husband to become a New York Socialite and becomes engaged to a barrister in New York. The equilibrium and disruption occurs when she goes back to her home town to force her ex to sign the divorce papers. During the equilibrium, she is represented as quite respected, by being her own boss. Her independence is reinforced by the use of background actors who are at a socially lower ranking then her. For example, the two men opening the shutters of the shop behind her as she walks down the street. This then subverts Butler’s theory and the stereotypical representations of a ‘blonde American’ becoming rather successful. Whilst, reinforcing the idea of Mcrobbies theory of empowering women as she’s predominantly taking a more dominant role.  However, as she flies back home, her independence is subverted on several occasions. An example of this is when she gets drunk and makes a fool out of herself in their local pub. Her ex then has to carry her home to bed, reinforcing the ideas that a man is needed by women for protection and that he’s the more mature older man. This then links to their childhood when he protects her from a shooting star, further reinforcing him as the protector- ‘don’t touch the fire, it’s too hot for you” and how he wants to marry her so he can ‘can kiss you anytime I want’. Further portraying a girl’s dream of love. This then emphasizes the traditional stereotypes of each gender and how they are represented throughout American films. Whilst, the way the narrative is taken from the female perspective further reinforces the stereotypical weakness of a women.

In conclusion, I believe gender differentiation have been stereotyped as a way to establish the traditional values of both gender roles. However, I believe that doing this isn’t purposely done to compare both men and women, but give audiences of both genders their own originality and authenticity. However, to some extent, institutions go too far by differentiating audiences, leading to confusion and sexism that should be eradicated.