Riptide - Vance Joy (Music Video Analysis) 3

How does the video Riptide by Vance Joy encode feminist ideologies?

• Presents a mocking parody of sexism in music videos - C/U 'how to photograph girls' - connotes that women are purely present to be looked at by heterosexual male audience.

• Many shots of women are in stereotypical male clothing. Low angle M/S of woman holding arms in a gesture that connotes power.

• M/S of blonde woman bound in Mis-En-Scene of tight ropes connotes that the restrictions that women face in society, and is critical of the notion of women as a 'weaker sex'.  connotative of 'being tied down' with maternal responsibilities etc.

• Video lacks anchorage which forces audience to make own assumptions, simultaneously providing sexual gratification for male heterosexual audiences, but also consistently informs the audience that scophophilia is creepy and NOT okay.

• Ironic representation of patriarchal hegemony - M/S man standing in front of woman with torch in exaggerated pose and situation - graveyard.

• C/U of woman singing as her makeup starts running so it is rebelling against the 'male gaze' theory showing that the woman isn't there for the pleasure of the heterosexual man but there for herself and to portray her emotions and connect with the audience instead of being sexualised for the heterosexual males pleasure.

Intertextuality

• Where one media product makes reference to another media product.
• It allows the audience a completely new way to relate to the media product.
• It allows the audience satisfaction as they known what it is related to.
• It draws in a specifically larger audience.

Suspiria - (1979) re-release trailer

• Genre Conventions;
• Blood.
• Weak and vulnerable female protagonist - damsel in distress archetype.
• Colour scheme - Red/Blue/White, very vibrant prominent primary colours, would use physical red and blue filters which is highly typical of 70's European. 
• Soundtrack - built suspense with the non diegetic sounds.
• Diegetic female screaming.
• Violent male antagonist.
• Iconographic features such as cherry red blood.
• Retro fashion is particularly 70's, muted colours.

Riptide - Vance Joy

• 'I was scared of dentists' - looks like someone is being tortured in a horror film as it is a blonde haired blue-eyed woman who is being tortured so it is not her at the dentist so it doesn't replicate the lyrics like we think it does.

• 'Stabbed hand' - looks exactly like a 70's horror film.

• Wasn't made in the 70's but it was processed like it was made in the 70's.

• Surrealism is an artistic movement which originated in France.
• A tech which follows the logic of dreams.

• Continuity Editing - Riptide lacks continuity and it takes you out of the narrative so it is discontinuity editing.

• Eyeline match / match on action - getting cut to different scenes which relate and make sense due to the way they've been placed and make a narrative, whereas riptide does the exact opposite.

• Combination of visuals and making intertextual references to surrealist cinema and provides audience with the gratification of social interaction.

Claude Levi-Strauss - Binary Oppositions

• Underlying meanings in signs and symbols. We all make sense of the world through binary oppositions, and one thing cant exist without the other.

• Look out the window. It's day. But how do you know its day?
• Because it's not night.

• Bart Simpson is really naughty. But how do we know he's really naughty?
• Because Lisa is really good, without Lisa, Bart would be normal.

• Psycho is set in an isolated motel. But how do we know it's isolated?
• Because it was set in a busy city and when its not its isolated.

• The killer jumps out of the cupboard and is very loud, how do we know it is loud?
• Because it was quiet before.

• The main reason for producers to make binary oppositions is to make it comical for the audiences.

• Emphasise something.

• Easy for the audience to understand.

• Comedic for the audience.

• Easy for the producer.

• Makes things intense.

Quiz Pt.2

Mini Quiz Pt2

1. Name 3 keys differences between a broadsheet and a tabloid newspaper?

• Broadsheet is bigger than a tabloid.
• Broadsheet is 'actual news' whereas a tabloid is more gossip.
• Broadsheet is aimed at more higher class.
• Tabloids tend to have a red masthead.
• Tabloid's tend to have more images than 

2.  Define Polysemy

• Multiple meanings, there are different ways in which we can read them.

3. Define Bias

• Bias is the way that a certain media text is presented unfairly to one side due to the producers ideologies and beliefs. Favours one group over another.

4. What are two ways newspapers can be biased?

• Selection
• The photos used.
• The language used.
• Admission
• Leaving important stuff out.
• Positioning
• Front page news is more important to the producer.

5. Define agenda

• The aim of the newspaper
• Newspaper producers potentially try to manipulate the audiences ideologies.

6. What is ideology?

• The beliefs and ideas that the producer believes in.

7. What are the four steps of representation?

1. The group, place or issue on which a media text is focusing on.
2. The way that the producer presents these people through the use of media language.
3. The message behind this presented group.
4. The impact this presentation has on us as the audience.

8. Define Hegemony

• Where one group has power over another through consent.

9. What is the difference between sexualisation and objectification.

• 'astion' is a process, sexualised is a process of making something sexual, objectification is where you dehumanise something and make it into an object. 

10. What does Liesbet Van Zoonen theorise about gender?

• The idea that women's bodies are in the media to be looked at in the media by males to seem attractive.

11. What, arguably, is the difference between sex and gender?

• Sex is what you're born as however gender is what you view yourself as, people argue it is a performance and an act.

12. What is the biggest selling newspaper in the UK?

• The Sun

Ideology and Representation

Ideology and Representation

• Newsworthiness
• The process of selecting which stories to include in the paper.

• 'If it bleeds it leads'
• If its about gory/death then it will probably make the front page over something else.

• Broadsheets
• The larger style of newspapers. The content within will be a more formal writing, targeting a middle class audience.

• Tabloids
• These tend to focus on the working class audience by being quite informal with their stories.

• Intertextuality
• Where a media product makes sense only through its reference to the other media products.
• Barthes also referred to this process as referential codes. 

• Statue of Liberty symbolises hope, liberty and mainly America.
• The Statue of Liberty also looks like the weeping angels from Dr Who.
• The Daily Mirror's ideological perspective on Trump is that he is going to ruin the world and that it is not good that he has become the USA's prime minister.
• The setting that it is taken in looks like smoke, fire and bombs, this suggests that these are what trump wants to do and the Daily Mirror also expect us to know that these were trumps views.
• The sky also looks like a biblical apocalypse. Also, the background looks like the next world war or Dday.
• The statue has her hands over her face, it is symbolic as she is ashamed in her country.
• '7 killed in speeding tram crash' - Includes the word speeding, to make it seem more disastrous and exciting. Example of 'if it bleeds it leads'.

Opinions on Newspapers

• 'Newspapers are politically biased'
• I agree, that if the newspaper has beliefs they will channel their ideologies through their newspapers.
• Tv is A Political, meaning that they will not have one belief there will always be different beliefs, but they never come to a consensual agreement.
• American TV news is incredibly politically biased.
• English newspapers are politically anti-trump as we are anti-trump as a country, so we have biased news but completely unbiased press.

• 'Newspapers generally appeal to older audiences'
• yes, because we are more modern with technology so we will find the news on our phones rather than finding the news through newspapers.

• 'Newspapers tend to offer a very negative view on the world'
• People are fascinated by the awful and sad stories.
• In films people die as we are drawn and react to negative things like people dying.
• Also, the phrase 'If it bleeds, it leads'. 

Ideology

• The producer will encode their ideologies to a text. 
• A system of ideals and beliefs
• But often used to describe the ways which those in power use their power to distort meaning. 
• And ideology can be used to normalise the dominant ideas of the ruling class.

Left and Right Wing Politics Ideologies

• Left Wing (Labour)

• Generally a more liberal and forward-moving ideology.

• The left on the other hand is more keen to reduce the gaps in society between the rich and the poor. They believe society should work together to help everybody, with schemes like the NHS, Benefits and Free Education. They argue the rich should pay for this through taxes, thus reducing the gap between rich and poor.

• To do this, economically, they need to raise taxes. They also prefer to regulate 'the Market', which means distributing the wealth created on the stock market and in banks so that it does not all end up in the pockets of millionaires but some of it goes to the country's problems.

• Right Wing (Conservatives)

• More conservative and generally traditional. 

• On a social level, the right generally believes that a hierarchy in society is natural and normal. For them, the idea of a class system whereby the richer employ the poorer in a triangle is healthy because everybody benefits and it has historically been the natural order of things.

• Their economic policy (generally speaking) complements this, by promoting a form of capitalism which gives more economic freedom to big businesses. This means fewer regulations and lower taxes. They argue that as big businesses grow they create jobs for the working class and gradually everyone gets richer.

Introduction To Newspapers

Introduction to Newspapers

4 Concepts of the A-Level Media:

• Section A
• Media Language 
• Representation
• Section B
• Audience
• Industry

Media Institution

Institution - The values and ideology of a media production. 

Institution and Industry are completely different terms.

Long Road Website Advertising

• The girl seems quite edgy as she has different coloured hair , this kind of shows that the college is promoting difference and the idea of freedom as the majority of high schools would've kicked you out for having different colours in your hair so it makes the sixth form seem caring for individuality and being different. Also, her quote says 'ready to be independent, to be treated as an adult shows that although they're still a sixth form that they're a big difference to high school.

• The idea that all the students are different. Jack (Afro) is a bit edgy, and looks a bit afro Caribbean, the connotations of these people are that they are laid back, so it makes the college seem extremely laid back.

• Josh looks very 'stereotypically' mature or nerdy, which gives connotations that he is sensible and mature, whereas Isobel looks very different and edgy.

• By using these people, they look very different to the subjects they take, showing that you can take whatever you want and be your own person.

• Long Road puts across the messages and values that they do to attract students and get money from the government. 

• Differentiation
• Competition
• Identification
• Ideology 

Logo's - Deconstruction / Textual Analysis

• Shell Logo
• Looks like the petrol gauge for your fuel level, also with the red around it, it makes drivers think that there fuel is low and that they are in need to fill up as red connotes danger or emptiness. 
• Red and yellow symbolises fire and combustion and they will catch your attention if you see it. 
• The red also symbolises power and royalty. 
• The shell also looks like a sunrise so it makes you think that its a routine in the morning to go fill up at shell.
• Sharp lines look fast.
• 2 colours make it simple and clear.
• Also bold and powerful.
• Shell shaped so it shows that it is natural.
• Starbucks
• American - has a passing resemblance to the statue of liberty.
• Green - Colour of money.
• Soothing and Wavy - Solve that issue by having a coffee. 
• Mermaid - Stereotypical to a women. 

First Impressions on Daily Mirror Newspaper Front Cover

• More of a gossip mail rather than news and politics due to the tv shows at the top.
• Informal as they're using slang terms like 'Corrie Claire' so they're assuming that we know who Corrie Claire is due to her being off of coronation street so they're making large assumptions to who their audience is, due to their being no context 'ITV show Coronation Street's Claire says...'
• Informal working class gossip magazine.
• Sensitive issues being joked about and being treated very light hearted and they're using puns, comes from boxing, so you need a lot of knowledge to understand the background of this mail.
• Quite a lot of images, so the target audience has quite a short attendance span, so theres not much writing at all compared to photo's as they're targeting the working class demographic.
• Daily Mirror is anti-trump, due to the choice of language. This is the dominant reading that we see this and think 'Trump is disgusting'. Daily Mirror is using dark humour and a pun, a simple source of humour, this suggests that the target audience is quite immature and working class rather than the upper more mature class. The photo used has been selected as it suggests about trump that he is sleazy, creepy and odd.

Media Hegemonic Ideologies

Media Hegemonic Ideologies

• Money Supermarket Advert; 
• Male wearing tight shorts is not something we normally see, it is a hegemonic idea of gender in the fact that a male wears jeans and shirt but he is breaking these hegemonic ideologies by wearing this.
• People were disgusted and outraged by this advert (homophobia)
• There is an example of binary opposition, his top half of clothing is a stereotypical man as he is wearing a suit whereas his bottom half is a stereotypical women with a big bum. 

• Adidas Advert - Arvida Bystrom;
• It is an expectation for women to not have hairy legs and if they do they cover it up but that woman had it out on show. 
• Men threatened to rape her, which could be that they are trying to reinforce the idea of a patriarchal society, as she is challenging their masculinity as she is doing something which is considered a norm for the male gender whereas not normal for the female.  

• Hegemony is important if we break them hegemonic ideologies then it will indeed be noticed. 

Key Theory - Stuart Hall - Reception Theory

• Audience Responses to WaterAid Advert;
• Uplifting
• Don't really care
• Positivity
• Happiness for the Zambian villages
• Annoyed (shows one place lot more places than one)
• Cynical (judgemental)
• Better than the average charity advert
• Cute
• Rewarding
• Frustration (wouldn't be singing in english / its all staged) 

• Audiences can respond in lots of different ways, this contradicts the ideas of Hypodermic Needle Theory that the audience believes the ideology by the producer, as we have proven that we all have different concepts of this advert from happiness to frustration. 
• 'By donating money you can help a vulnerable african child' - the producer's ideology, but we didn't all see that side of things. 

• Dominant Reading
• The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.
• Eg. Donating money to WaterAid as we feel sorry.

• Oppositional Reading
• The audience completely disagrees with what they see, and rejects the dominant reading.
• Eg. They dont trust WaterAid with their money
• Extreme Oppositional Reading Eg. They hate Africa and don't care, I'm British.

• Negotiated Reading
• The audience generally agrees with what they see, but they may disagree with certain aspects.
• Eg. I admire what WaterAid does but I can't stand children singing. 

• Factors which affect audiences responses;
• Moral Beliefs
• Personal Issues
• Financial Situations
• Class Structure
• Religion
• Ethnicity
• Age
• Sexuality
• Location
• Gender (identity)

Ideology

Ideology

The function of an advert is;

• to promote something
• make them feel like they need in their life
• gives them a sense that their lives aren't very interesting and we need that product to make it better.
• makes looking good and using a product seem effortless
• portrays people's 'stereotypical' roles, through adverts, so you buy this product as its stereotypical for your culture, and you need to be like that to be 'accepted into society' 

Ideology - the beliefs and values of a media text

Producer is the maker of a media product. 

Dominant Ideology - The set of ideas or culture that is most common or widely accepted in a society. The dominant ideology can change over time.

Tide Advert Ideology;

• portraying that women enjoy to clean, it is a glamourised job, and not only do they clean, they want to.
• The idea of men cleaning doesn't exist, in more modern times it is comical men cleaning but men cleaning does not even exist in the Tide advert, it is purely a women's job. 

Old Maybelline Advert Analysis

• Model - A beautiful women, who has good makeup, so the ideology is that you need makeup to look pretty, and she follows the rules of being attractive which is done through her makeup which is the product in which they are trying to sell. 

• Stereotypical 'large' eye, which is viewed as really attractive.

• "A pretty great way to keep your eye's in line." - Saying that she's in line so she does as she's told, so she's good, and if she was out of line then she would be considered unattractive as she wont be wearing makeup, so again the idea of you need makeup to be happy. 

• It says it doesn't come off so she doesn't need to re apply, and if she did re apply then it would mean that her makeup came off, and when she doesn't wear makeup she is considered unattractive.