LEARNING RESPONSE ASSESSMENT 3!

 LEARNING RESPONSE ASSESSMENT 3:

Mr Halsey's feedback: 

WWW:

Q2 is a solid answer and close to the top levels. You bring in relevant theory and make reference to society. Plenty to build on here

EBI:

We need to keep working on our unseen text analysis. You clearly have a good grasp of terminology but need to focus more on the specific meanings created for the audience. See the mark scheme for some ideas on this.

Mark scheme/ score:

_/8

_/12

Q1: The image on the ‘Bad boy’ advert constructs a range of interesting meanings. It reinforces male dominance with a suit and open-necked shirt connoting power and authority, albeit relaxed. The man is sitting in comparison to the woman kneeling on the floor and has his leg crossed to reinforce his relaxed dominance of the scene. One eye is visible and makes contact with the audience but in a markedly different way to the woman’s gaze.

Q2: David Gauntlett argues that masculinity is constantly evolving and social concerns that masculinity is ‘in crisis’ are exaggerated. However, this campaign does not provide particular evidence for an evolution in representations of men (aside perhaps from a lack of socks and no necktie). Indeed, this campaign reinforces classic masculine stereotypes and therefore perhaps provides evidence against Gauntlet's theory.

Question 2:

• The campaign reinforces Judith Butler’s work in Gender Trouble – particularly the idea that gender is culturally and socially constructed – not ‘natural’. The construction of the adverts supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of gender roles and heterosexuality.

• The female model arguably provides evidence for each element of van Zoonen’s theory regarding the representation of women. Here, she is clearly objectified, restricted to a secondary role (at the man’s feet), passive, framed to emphasise her sexuality and adhering to white western beauty standards. This could undoubtedly have an impact on media audiences and therefore influence social or cultural norms.

• The Carolina Herrera advertising campaign may be seen as an attempt to reclaim traditional gender roles in response to an increasing tolerance of gender fluidity and non-binary gender identity.

One media theory not included:

David Gauntlett argues that masculinity is constantly evolving and social concerns that masculinity is ‘in crisis’ are exaggerated. However, this campaign does not provide particular evidence for an evolution in representations of men (aside perhaps from a lack of socks and no necktie). Indeed, this campaign reinforces classic masculine stereotypes and therefore perhaps provides evidence against Gauntlet's theory.

3 aspects of media:

1. I need to focus on the meanings that an image creates towards the audience, I need to more specific and need to make sure the analysis makes sense.
2. I need to memorise the theorists name and their theory that will link in, to be able to enter a higher mark level.
3. I need to be able to understand the influences of social and cultural contexts on media products that is consistently supported by highly appropriate and effective references to examples.