January 2019

Judith Butler

-Feminist Theorist: Gender is socially constructed. We develop our sense of gender (masculinity/femininity/from society/culture conditioning

-Gender performativity- Our gender roles are performed, not natural.

-Butlers theory would suggest "The old spice" model is performing a very exaggerated form of masculinity.

Advertising: Post-Modernism
Mix & Match
Reality and Fantasy
Time & space is not fixed

Baudrillard:
- Style over content: You do not need to have a meaning for a media product to have value.

-Simulacre: Hyper-real- Exaggerated of the real world
Simulation/Version of the truth=Messages in the media

Lucozade Advert- Analysis 

Gareth Bale-Football
Real Madrid, ex Tottenham Hotspurs
Leader, "clean" reputation
-Grooming/style: Hair clean and clean shaven.
-Links to Lucozades as a brand
Expensive acquisition for Real Madrid
MCU- Shows his facial expression
Slogan: "In a different lead"
Double meaning: Bale: Transfer from premiership to La Liga
Lucozade: Superior product
Top Right- Player profile: authenticity (football cards,match attacks)
Colour scheme: Reinforces branding- Blue and yellow
Close up in the bottle right corner, of the product
Persuasive- Ethos/Credibility
-Barthes: mythical masculinity, strong, athletic leader
Direct Address
Logo portrayed twice

Lucozades Video Advert- Analysis
Anthony Joshua

Shelters context:
2010- Government cut in funding for social housing.
Effect on people who previously depended on affordable social housing

Catchup

The Big Issue
Hall and ideology: 
Hall believes dominant ideologies, and the majority of mass media artefacts, reinforce generally agreed messages around gender , culture and ethnicity, consumerism, and family.

The Big Issue:
Prince Williams-
Dominant, "Prince Charming", archetype, privileged, and royal.
Oppositional: Republican, anti-monarchy. What does A Prince know about homelessness?
Negotiated: It's nice, hes famous, will get the magazine attention, however it is not realistic as he doesnt understand the realness to being poor or homelessness.

 Baking Britain Great Again-
Stereotypically British, "British", Intertextuality To Trump
Dominant: Britishness, "a mythical approach". Red table cloth, baking, bread, flour and smiles. Made to feel homely, safe and included, family orientated.
Oppositional: No people of colour are included, not an representation of Britain and its diversity. Stereotypical racist of Britain and the bake off show.

Van Zoonen and Hooks: Feminist Theories:
Van Zoonen: Women's bodies as objects
Men's bodies as spectacle
Gender performativity: What we do rather than what we are
Gender is contextual

Bell Hooks: Intersectionality. (Black Female) Audience to develop an "oppositional gaze". This refuses to identify with characters.

Analysing The Big Issue
Class Action/Intertextuality:
Define intertextuality: When one media product (text) is only understood in relation to another media product.
Intertextual on "class action" cover:
-Harry Potter
-Ron Weasley
-Hermione
-Handmaid's tale
 -Offred
-Benedict cumberbatch: Hollywood Actor
-Ozzy Osbourne

Magazine Media Revision

Types / genres of magazines

• Lifestyle
• Hobbies: including gaming; technology; cars; sewing
• Sports
• Health and fitness
• Celebrities and entertainment
• Children’s
• Women’s magazines
• Men’s magazines
• Politics
• Literature
• Science and Nature
  Current Leaders:
  Conservative: Theresa May
  Labour: Jeremy Corbyn
  Liberal Democrats: Vince Cable

• We will spend £8 billion over 5 years on the NHS
• We will spend £6 billion per year for five years, this will split between the NHS and health and social care
• 
  
• We will spend more than £30 billion on the NHS

UGC: User generated content

NEA COURSEWORK

Planning for Shooting:

Collection of photography 

Statement of Intent:

WEBSITE COMPLETED:
https://kacicharley.wixsite.com/mysite-1

Website draft/ annotated ideas

MAGAZINE PITCH

 MAGAZINE CASE STUDY

MEDIA KIT

Mock up magazine

Dancehall video idea.

https://docs.google.com/presentation/d/1c-zqhX9FkrYn_kHFvhL7eTh4-CS-Ha_3sUJK7tiV0Ss/edit?usp=sharing

Soca/Dancehall Brief Research:

Soca/Dancehall  research:

Links: 

https://www.huffingtonpost.com/entry/the-soca-breakthrough_us_59e95f31e4b0542ce4290c94

http://www.voice-online.co.uk/article/dancehall-queen-its-skill-not-slackness

https://medium.com/@wordsinthebucket.com/the-evolution-of-calypso-and-birth-of-soca-music-d95d053c6691

Research:

• Began in the 19th century
• Originated in the Caribbean (tropical islands) 
• The exact country is originated from is unknown
• Described as soulful and pure form of human expression
• Become popular in the 1970's
• Has inspirations from Africa and East India
• Audience was originally for Caribbean society then become worldwide during the 1980's
• The industry is currently massive. Mass audiences around the world. 
• Seen as a form of art and expression.
• Meant to perpetuate joy and dancing.
• Gained popularity through a festival named "Carnival". Different nationalities and races become involved through this festival 
• Most songs are in english but cannot be understood because of the strong accents. However people still listen although they do not understand the lyrics.
• An artist named Machel Montano performed his soca music at a Tidal concert in 2017 which sparked a breakthrough for the genre in mainstream media. His performance and music gained the global audience soca needed. 

Music Video Ideas

https://prezi.com/view/mEc9OYzlungDktUC66Ls/