Thursday, 18 May 2017

Ad industry's history on gender

A strongly opinionated article with some frank language:

Sunday, 5 March 2017

EMMA WATSON post-feminist pose?

Emma Watson 'stunned' by criticism that Vanity Fair cover is not feminist

Tuesday, 6 December 2016

FILM big row over Barbie movie casting

Amy Schumer says trolls' backlash over Barbie casting shows she’s right for role

Wednesday, 3 August 2016

Mind the gender Gap: ad sparks fury

A point we'll raise frequently in Media is how gender is socialised or encoded from birth, with established commercial, retail logic and expected behaviour and aspirations signified through the prevailing binary of toys and clothing.

This Gap ad is an especially clear example of this, putting the future scholar (boy) in an Einstein tee-shirt but the 'social butterfly' (girl, presumably aspiring to become reality TV or gossip mag fodder) in a showy splash of pink...

How a sexist T-shirt harms us all

Thursday, 23 June 2016

Ad enough of stereotyping women

Eleven women in adverts who are past their sell-by date

Monday, 9 May 2016

Photographer depicts impact of male gaze in daily life

The photographer's work, Boundaries, is edgy material; relevant to but not suitable for younger teens. For A-Level or Year11 students, especially if also studying Art, this could be an interesting reference to widen the filmic or other mass media textual analysis you undertake.

Thursday, 21 April 2016

Agents of SHIELD clip

From S02 E18

Here's a starter to get you going with analysis; you can use the additional screenshots (or your own) to continue analysing the use of media language (how meaning has been created) in this scene, referencing sound, editing, camera, miss-en-scene...


There are mixed messages from the framing and mise-en-scene here. The framing carries connotations of a peephole, a classic horror or voyeurism signifier (seen in Hitchcock's 1960 classic Psycho for example). The two shot might connote a bond, perhaps romantic, between the two seated, and the wood cabin could be 'read' (using Stuart Hall's term) as relaxed and romantic. The voyeuristic framing and shadow suggest otherwise though, and, despite the relaxing diegetic ambient sound of birds cheeping, the large room and high windows could be read as ominous, making the characters vulnerable.

Rather than cut from the opening long two shot to a tighter two shot to reinforce any sense of a bond between the two we get a panning shot instead, which seems to signify the distance or difference between the two rather than closeness of similarity, although the dialogue through most of this scene presents a very different reading. It is notable that we do not see the man in this pan, just his arm as he plays a move, but we do get a medium shot of the young woman, suggesting that she is a more important character or protagonist than him.

The backgammon set is a clever device to connote the competition or even battle between these two; despite the appearance of bonding and dialogue to support this, the editing and framing throughout this scene, which mostly relies on shot reverse shot with medium shots or medium close-ups (avoiding two shots) connotes a sophisticated battle between the two. A Ludo set or some other more childish game would not have carried such connotations, but backgammon is a sophisticated game more likely to be played by intelligent adults.

So...take up the analysis from here. I have provided screenshots in narrative order below, but that does not mean you have to analyse these in narrative order - you may wish to consider editing across several scenes, then sound (etc) for example.

Several more shot reverse shot, then, with the male saying "you're about a million miles away" we get a two shot:

Representation: mix of normative and counter typical elements for woman? Conventional male - designer stubble significant? Jumper? Short hair? Tight MCU when he says "dinner with my parents can stress me out too", denoting young starting point of target audience? [uses and gratifications: identify with, aspirational]

Two shot returns with "I'm sure he was going to have some twisted surprise" (dialogue suggesting a foreshadowing? setting up narrative enigma if we think so)

Sad music flares up: "he doesn't exactly belong here" says man ... but emotion is not his... Consider his framing and compare with woman's: light v dark?
Unbuttoned top...

Woman: "its nice having someone normal to talk to"; man laughs; then this:
Visual pun: "you hit me!" then cut to boxing - consider framing of blond woman...

Several tightly framed shots then...
Intriguing representation issues - do compare their outfits for one ...

Verisimilitude? Clearer costume shot. Uses and gratifications in less muscular woman winning? "Its not like I can benchpress a small hatchback" ... stereotyping...?

Costume design + representation issues clearer now?

There's quite a lot going on here...
Wow, makeup perfect...

Music building tension...
Dialogue and music designed to work with cut to new scene. Consider verisimilitude (genre signifiers?) and miss-en-scene generally; a binary pair (e.g. look carefully at hair - small details...)? Is there a masculine role here?