Narrative in Advertising

Nike has received critical acclaim for its February 2018 advert ‘Nothing beats a Londoner’. Embed the advert in your blog and answer the following questions: 
 


1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert.

The advert uses narrative by using Todrov's equilibrium theory by seeing all the celebrities doing their challenges

another theory used is binary opposition which is showing all these different characters with different age and gender which show how diverse and multicultural the city of London is.

The third theory that will apply will be the enigma and action codes which is shown by all by these different characters coming in the scene one after the other which makes the person curious to see what's next in the advert.

2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert? 

The advert use celebrities and less-well known people  to create stories by making the less well known people react to things that the celebrities are doing in the advert.

3) Read this AdWeek feature and interview on the Nike London advert. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?

The advert is mostly done in a tracking shot which changes after one character meets another.furthermore the costume that most the characters were correct with setting that they were in.for example wearing 

4) What representation of London does the advert offer?

London is represented as a very diverse city by showing all these different race and ethnic ties in their advert which shows how London is a welcoming city for everyone who is looking for opportunities.

5) Why might this advert appeal to an audience?

This advert might appeal  to audience because audience will connect with the narrative that they are showing and how they are presenting all these diversities.

collective identity and representation

Read the Media Magazine article on collective identity: Self-image and the Media (MM41 - page 6). Our Media Magazine archive is here.

Complete the following tasks on your blog:

1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'

we all communicate with everyone with our own image by creating our own character infront of people

2) List five brands you are happy to be associated with and explain how they reflect your sense of identity.

five brands

apple-They are very different with the technology in terms of software and design.

Nike-They have the best clothes for active sports and their trainers are worn by a lot of media influence rs.

fossil-The watches in the store are very  unique and well made which can stay with you for a lifetime.

Adidas- The tracksuits from the brand are very comfortable and are advertised by media influences in Instagram.

bershka-the hoodies and jackets made from the brand are different to other stores

3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?

i agree with this statement because people want to look better in society than having knowledge about something. 

4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.

According to Baudrillard, the territory of reality no longer predicts the map of representation; images and signs have become more ' real' to us than ' reality' itself. 

 

5) Is your presence on social media an accurate reflection of who you are? Have you ever added or removed a picture from a social media site purely because of what it says about the type of person you ar't wae?

i don't post pictures of myself in Instagram or social media.

6) What is your opinion on 'data mining'? Are you happy for companies to sell you products based on your social media presence and online search terms? Is this an invasion of privacy?

data mining is giving companies the key to unlock your privacy by looking at what your searching and in my opinion i am not happy to show companies my social presence or online search because that will not allow me to have any privacy from other people.

Media Magazine cartoon

Now read the cartoon in MM62 (p36) that summarises David Gauntlett’s theories of identity. Write five bullet points summarising what you have learned from the cartoon.

Representation & Identity: Factsheet blog task

Finally, use our brilliant Media Factsheet archive on the M: drive Media Shared (M:\Resources\A Level\Media Factsheets) to find Media Factsheet #72 on Collective Identity. Save it to USB or email it to yourself so you have access to the reading for homework. Read the whole of Factsheet and answer the following questions to complete our introductory work on collective identity:

1) What is collective identity? Write your own definition in as close to 50 words as possible.

In my opinion collective identity means when someone feels like they belong to a certain group.for example if you are a sikh then you are more comfortable with people who belong to your ethnicity and do things which are done in your society.

2) Complete the task on the factsheet (page 1) - write a list of as many things as you can that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?

1. freedom of speech
2. traditional values
3. fish and chips

3) How does James May's Top Toys offer a nostalgic representation of Britain?

James May’s Top Toys is centred on people ‘coming together’ to help James May in his hour of need. The people who help James May are very often children and the use of children helps reinforce the notion that James May is trying to mend the generation gap between younger and older people in the country, in the need to help heal what some politicians have called ‘broken Britain

4) How has new technology changed collective identity?

yes it has changed the collective identity because of the social networking as people show themsleves in media by it and can express their true identity to the audience.

5) What phrase does David Gauntlett (2008) use to describe this new focus on identity?

David Gauntlett (2008) states that ‘Identity is complicated; everyone
thinks they have got one.’

6) What does Gauntlett suggest about creativity and identity?

It is that you need to pay closer attention to ways that the media is showing your identity.

ideology final tasks

Page 34: The World Of Mockingjay: Ideology, Dystopia And Propaganda

1) Read the article and summarise it in one sentence.

This article is about representation is dystopian representation of capitalist society in the latest Hunger Games

2) What view of capitalist ideology is presented in the Hunger Games films?

They are shown as very cruel group of people who are ruling over the poor and are giving them minimum food and money to live.

3) What do the Hunger Games films suggest about the power of the media to shape and influence ideological beliefs?

These movies suggest that media is very powerful to show us about values or ideologies that we are not aware of.


Page 48: They Live - Understanding Ideology

1) Read the article and summarise it in one sentence.

This article is about ideology which are things that are not disagreed in the society.

2) What are the four accepted ideological beliefs in western societies highlighted by the article?

• People should put their families first.
• People should work hard
for their money.
• Women should behave in feminine
ways, and look after their appearance.

3) What does Gramsci's theory of hegemony suggest about power and ideology in society?

His theory suggested that Gransci people who are powerful stay powerful by  maintaining their control through consent,rather than the use of force. He argued that the power of ideology derives primarily from ideas and structures which support, and thus serve the purpose of, an elite social group which is able to dominate through ideas,rather than militaristic strength or fear.

4) What does French theorist Louis Althusser suggest about ideology and consumerism?

he had two views on ideology and consumerism.
1: Repressive State Control, also known as ‘Repressive
State Apparatuses’ (RSAs) through the major institutions of society – the Government, Army, Police, Courts, etc. –which are dominated by the ruling elite. These state agencies regulate social behaviour and repress the masses through violence, punitive law, and fear.
2: ‘Ideological State Apparatuses’ (ISAs), such as the Church, the media,
educational institutions, the family unit etc. These looser institutions control and dominate implicitly through ‘common sense’ acceptance and social norms,rather than through fear. This echoes Gramsci’s concept of hegemony, by which ideology’s power derives primarily from consent as opposed to the use of force.

5) Do YOU agree with the idea behind They Live - that we are unthinkingly controlled by the media which is run in the interests of the economic elite? These are the big questions of A Level Media

i agree that we are being controlled by the media which runs in the interest by economic elite because these people are more powerful than ordinary people so there views are shown more in the media but nowadays people decide a lot  in order to  what they follow or watch in media.

ideology:binary opposition

Blog task: binary oppositions and ideology

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 watching and tweeting than usual.

1) What examples of binary opposition can you suggest from watching this clip?

rich and poor

socialist and capitalist

working class and middle/upper class

nationality and globalist

2) What ideologies are on display in this clip?

The ideologies that is in display is a very dominant ideology which is  about the increased migration and how it has affect the people in the UK as the immigrants  are taking their job and that that they don't have a lot of space to welcome everyone in their country.

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Therefore Russel brand is shown as a extremist as he he is going against these ideologies.

Embed the video into your blog (as above) and answer these two questions in full paragraphs.

Ideology and your own choice of clip

Now do the same activity for a clip of your choice. Embed the YouTube video in your blog and answer the questions in detail:

1) What examples of binary opposition can you suggest from watching your clip?

rich and poor

2) What ideologies are on display in your clip?

The ideologies that are displayed by this social experiment is that if you are rich then you are respected by everyone and are more likely to get food and when you are poor then people don't care about you  and wouldn't give you food and offer you any respect.This clearly shows you have to be rich in the society to be respected.

Genre factsheets

03 Genre

1) What example is provided of why visual iconographies are so important?

     Codes and conventions

2) What examples are provided of the importance of narrative in identifying genre?

    Visual and aural iconographies  

3) What is the difference between character representation in action movies and disaster movies?

    The character in action movies (such as lone wolf) tend to be alone and isolated from a group where as in disaster movies (such as avengers) the character tends to be with a group that works together where they have a different set of skills to help solve the problem.

4) What are the different ways films can be categorised according to Bordwell? 

    Period or Country 

    Director/ Star

    Technical Process

    Style

    Series

    Audience

5) List three ways genre is used by audiences.

    It helps them select a media text

    It used to compare with different movies.

    It helps them decide what kind of stuff they want to see as they know what genres they like/dislike

6) List three ways genre is used by institutions or producers.

    Production

    Attracting Audience

   Marketing Texts

Read Media Factsheet 126 - Superheroes: A Genre Case Study and answer the following questions:

1) List five films the factsheet discusses with regards to the Superhero genre.

1. he X-Men Franchise
2.  The Avengers
3.  Spider man,
4. Guardians of the Galaxy 
5. superman vs batman

2) What examples are provided of how the Superhero genre has reflected the changing values, ideologies and world events of the last 70 years?

1. Superman,
2.  Batman Forever,
3.  X-Men

 Spider-Man 3

1.  the Dark Knight Rises.

3) How can Schatz's theory of genre cycles be applied to the Superhero genre?


Finally, carry out your own genre analysis using the model provided by media theorist Daniel Chandler. Choose a film or TV text and answer the following questions:

Superman vs batman

1) Why did you choose the text you are analysing?

 I choose superman vs batman  as I am really interested in the Marvel franchise.


2) In what context did you encounter it?

 I encountered it when I saw the trailer for the movie on YouTube which really interested me and made me want to go to the cinema and watch it.

3) What influence do you think this context might have had on your interpretation of the text?

I knew that he was going to be a rich superhero that has to fight villains to regain his wealth, power, and status.

4) To what genre did you initially assign the text?

action and drama

5) What is your experience of this genre?

 I have has a good experience with this genre as i love to see  fight scenes and explosions.

6) What subject matter and basic themes is the text concerned with?

it is associated with  death and love

7) How typical of the genre is this text in terms of content?

8) What expectations do you have about texts in this genre?

that this will be very interesting to see who wins between superman vs batman.

9) Have you found any formal generic labels for this particular text (where)?

I have not.

10) What generic labels have others given the same text?

That is very common and similar.

11) Which conventions of the genre do you recognize in the text?

In this I can identify the protagonist defeating the antagonist and saving something/someone

12) To what extent does this text stretch the conventions of its genre?

The conventions are not really stretched as it is quite a typical action  marvel movie.

13) Where and why does the text depart from the conventions of the genre?

The text departs from the drama when superman is dead.

14) Which conventions seem more like those of a different genre (and which genre(s))?

this movie has conventions of death refers to horror genre.

Mode of address


1) What sort of audience did you feel that the text was aimed at (and how typical was this of the genre)? 

This movie is aimed at the male audience as it is more of a male dominant action movie.

2) How does the text address you?

This movie addresses me in the way that I feel like I am a superhero and want to help iron man as I side with him.


3) What sort of person does it assume you are?

It makes you feel energetic by seeing all the fight scenes


4) What assumptions seem to be made about your class, age, gender and ethnicity? 

That my class age gender and ethnicity people are not important in the movie.

5) What interests does it assume you have?

the interest it assumes you have is to see beyond your imagination about the world.

Relationship to other texts
1) What intertextual references are there in the text you are analysing (and to what other texts)?

2) Generically, which other texts does the text you are analysing resemble most closely?

it can resemble on movies which marvel has made like the spiderman and iron man.

3) What key features are shared by these texts?

they are both about superheroes which have special powers which help them save the world.

4) What major differences do you notice between them?

The major differences are that these superheros are never shown dead in the movies but superman is shown dead in superman vs batman.

feminist theory blog tasks

Media Magazine reading

Read Playing With The Past: Post-feminism and the Media (MM40, page 64 - our Media Magazine archive is here).

1) What are the two texts the article focuses on?

pan am and bey once

2) What examples are provided from the two texts of the 'male gaze' (Mulvey)?

visual pleasure and narrative cinema

3) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?

4) Choose three words/phrases from the glossary of the article and write their definitions on your blog.

Patriarchy – An ideology that places men in a dominant position over women.

Nostalgia – A sentimental longing for the past,often only remembering the positives of the
time. 

Feminism – A movement aimed at defining,establishing, and defending women’s rights and equality to men.

Music video analysis

Watch the Beyonce video for ‘Why Don’t You Love Me?’: 

 

1) How might this video contribute to Butler’s idea that gender roles are a ‘performance’?

This might link to butler idea because bey once is doing all the work which are traditionally done by women like cleaning.

2) Does this video reinforce or challenge the view that women should perform certain roles in society?

yes this video challenges the view of how women are meant to perform in the society by showinmg how she is meant to make food and has to clean her house.

3) Would McRobbie view Beyonce as an empowering role model for women? Why?

yes MC Robbie will because she is very famous and known in the world and in this video she is showing the typical view of how women were meant to work,clean and stay at home.

4) What are your OWN views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ (Mulvey)?

beyonce reinforce the traditional 'male gaze because she was cleaning and costumed in a way to show how she is cooking,cleaning and taking care of the house for her men and is been shown the traditional way of women not working and staying at home.
Watch Will Jay's video for ‘Gangsta’:

 


1) How does the video suggest representations of masculinity have changed in recent years?

yes they have changed because of the background in the video is pink which was not the case in the 1950's as pink was regarded to be a colour which only used to associates with women.

2) What does David Gauntlet suggest about representations of men in the media over the last 20 years?

David gauntlett  suggests that the men in the media over the 20 years are being seen as less masculine and are adapting changes with the society which is shown 8 in the clip by using pink lightning.


3) What is YOUR view on the representation of men and masculinity? Are young men still under pressure from the media to act or behave in a certain way?


yes young men  are pressured to act in ways to show that they are more dominant and physically active than a  women.

Complete for homework if you don't finish this during the lesson - duenext Monday.

learner response January assessment

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-you cover media effects theories well in q3 and offer examples from the media/society too

ebi-public broadcasting service major weakness
need to revised industries 
q3 ideally would be an essay using both arguments show far you are)your essay is basically  is a list of theories

2) Read the mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.

question 1-identify new audiences which help them make profit

question 2 -It is regulated by Of com so therefore maintaining standards and providing audiences
somewhere to complain or raise objections to content.

question 3-Techno panics – the online version of moral panic. Links to idea the internet is dangerous and
unregulated. Suggests media perhaps can have a damaging effect on audiences.

3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?

7

4) Look at your answer for Question 1. Did you manage to write about three different strategies and three different benefits? It's vital you read the question and follow it exactly.

for my question 1 i wrote all the three strategies but i could not give good reasons for them.


5) Look at your answer for Question 2. Did you follow the question guidance and write about both the BBC and commercial broadcasters? What could you have added to this answer to reach a higher mark?

in my answer i had to talk about how of com is regulating public broadcasting and needed to say the advantages and disadvantages of public broadcasting system in the new digital age.

6) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20 mark essay question on media effects theory. Write a new paragraph for this question based on the suggested theories/answers in the mark scheme. Make sure it is an extensive, detailed paragraph focused on the question and offering examples from the wider media.

i agree with this statement because i also believe that media has a very negative and damaging effect on audiences which can be shown the bandura theory which is how people imitate and learn from the media.This is because the media is the one which helps yous construct  an opinion on things as it makes you see things from a certain perspective.for example video games like GTA 5 which are violent games that  not suitable for kids but kids tend to play the game which makes them feel like it is okay to violent and to do things which are not appropriate for the society.

introduction to feminisim

1) Why did Laura Bates start the Everyday Sexism project?

She started to make awareness in the society that exists and still takes places in the modern day society.

2) How does the Everyday Sexism project link to the concept of post-feminism? Is feminism still required in western societies?

This project links to post-feminism because this project allows women to tell the audience about their experience of being assaulted in the public.feminism is still required in the society because it still happens in the modern day society.

3) Why was new technology essential to the success of the Everyday Sexism project?

The new technology is very important for the success of the everyday sexism project because new technology like social media has allowed them to communicate and aware a larger audience.


4) Will there be a point in the future when the Everyday Sexism project is not required? What is YOUR view on the future of feminism?

In my opinion i believe in the future after 25 years l think this project will not be required and in the future they will treat women and men equally.

Media Magazine: The fourth wave?

Read the article: The Fourth Wave? Feminism in the Digital Age in MM55 (p64). You'll find the article in our Media Magazine archive here.

1) Summarise the questions in the first two sub-headings: What is networked feminism? Why is it a problem?

Networked feminism is feminism which aims to tackle social equality issues in social media This is a problem because there are a lot of women who are struggling with feminism and are dealing with things with misconception and prejudice like the way that rape or sex happens  the way the women is dressed.


2) What are the four waves of feminism? Do you agree that we are in a fourth wave ‘networked feminism’? 

first wave-early 20th century,right to vote
second wave-1960's-1990s reproductive rights,equal pay
third wave-1990-present,empowerment,reclaiming of feminine,advertising
fourth wave-2010,use of new technology for activism

I agree with the fourth wave as internet is allowing them to advertise and show the world about feminism

3) Focus on the examples in the article. Write a 100-word summary of EACH of the following: Everyday Sexism, HeForShe, FCKH8 campaign, This Girl Can.

everyday sexism


Hereford

fch8 campaign


this girl can


4) What is your opinion with regards to feminism and new/digital media? Do you agree with the concept of a 'fourth wave' of feminism post-2010 or are recent developments like the Everyday Sexism project merely an extension of the third wave of feminism from the 199

In my opinion i agree with feminism and new digital media because the internet is allowing the global community of feminists to advertise and show the world why feminism is not right and how female are meant to be treated equally like male.