Her Theory:
The theory that i focused on is the Male Gaze. This is how males Gaze at females that are represented through the media negatively. For example, the females will be Objectifed for sexual imagery, like Sex Objects. This can be done through the type of clothes the female is wearing and the type of pose is used. Also she can be objectified by the use of products she is advertising, for example perfume bottles can be shown as a Phallic Object; this is when an object has the same feature as a male 'penis'.
This can lead to males gaining pleasure out of looking, the term for this is Scopophilia. There is no reason why females are always seen as sex objects, there is also a term called the Female Gaze, this is when females look at males as sex objects. Females are more often found to be sex objects as within films a Misogyny is formed. This is when the hatred of females is produced and that fema;les are worthless, the use of females in films are not to cause a mend in the storyline, it is so that men can feel arowsed.
How it is linked to my study:
Looking at laura mulveys theory, i had used the Male Gaze to relate to my text, as within Xmen3, females are shown as inferior, they are there to be looked at, the key term is the Misogyny. The films shows male more powerful and show a Patriarchal society. a more male domonant societ and the hatred of females.
"Women In Advertising Conclusion"
Looking at all the advertisments, depending on the product advertised relates to the representation of the females and males, for example looking at the diet coke advert, the product is aimed at females, so the advert entices the female audience by producing a male as a sex object.
Looking at the chewing gum advert, the product is aimed at all ages, mainly teenagers as they would eat the product, but within the advert they use a hetrasexual couple. The advert can;t use a female as a sex object to persuade people to buy the product, as the advert may be viewed before the 'Watershed'.
Overall, depening on the product will relate to how the individual will be represented.
Looking at the chewing gum advert, the product is aimed at all ages, mainly teenagers as they would eat the product, but within the advert they use a hetrasexual couple. The advert can;t use a female as a sex object to persuade people to buy the product, as the advert may be viewed before the 'Watershed'.
Overall, depening on the product will relate to how the individual will be represented.
"Women In Advertising"
Puffa Puffa Rice Advert Late 60s LOLZ
In this advert, the female is represented as a type of sex object, the use of editing from the cereal product, they do a straight cut to the female dancing now and then. The reason for this is to show where the product is from. Also, looking at the male when he is advertising the product, he is in his swin suit which also relates to him being a sex objective, he is half naked etc. Although a female is represented negatively, so is a male.
In this advert, the female is represented as a type of sex object, the use of editing from the cereal product, they do a straight cut to the female dancing now and then. The reason for this is to show where the product is from. Also, looking at the male when he is advertising the product, he is in his swin suit which also relates to him being a sex objective, he is half naked etc. Although a female is represented negatively, so is a male.
"Women In Advertising"
Chewing Gum Advert Late 70s
In this advert, it focuses on a chewing gum product. It contains a male and female couple which also relates to hetrasexual couples. This portrays the two as a 70s couple spending time together at the end. Looking at how they are adresses, the female is complete positively shown compared to the late 80s coke advert. Looking at how females began to be objectified, looks like it began in the 80s.
In this advert, it focuses on a chewing gum product. It contains a male and female couple which also relates to hetrasexual couples. This portrays the two as a 70s couple spending time together at the end. Looking at how they are adresses, the female is complete positively shown compared to the late 80s coke advert. Looking at how females began to be objectified, looks like it began in the 80s.
"Women In Advertising"
Diet Coke Advert Late 80s
Looking at this advert from the late 80s, the female is represented as a sex object, looking at the last shot of her emerging from the water, the fact she is all wet connotes a sex symbol. The male chses ehr through the town and find her in the end. Laura Mulveys theory of the male gaze relates to this advert as she is seen as a sex object by males watching it and by the male within the advert.
Looking at this advert from the late 80s, the female is represented as a sex object, looking at the last shot of her emerging from the water, the fact she is all wet connotes a sex symbol. The male chses ehr through the town and find her in the end. Laura Mulveys theory of the male gaze relates to this advert as she is seen as a sex object by males watching it and by the male within the advert.
"Women in Advertising"
Diet Coke Advert
Looking at this advert, the females are represented completely differnt compare to males are. for example, looking at Laura Mulvey's theory of the male gaze, within the advert, the male is objectified as the sex object. its more like the 'Female Gaze'. This hsows that not only females are there to look at, but males are too.
Looking at this advert, the females are represented completely differnt compare to males are. for example, looking at Laura Mulvey's theory of the male gaze, within the advert, the male is objectified as the sex object. its more like the 'Female Gaze'. This hsows that not only females are there to look at, but males are too.
10 Key Words
Celebrity - The celebrities within xmen3 can be affected through by the media newspapers etc and otehr films they are in.
Cultivation theory- theory constructed by George gerbner which states that the media can change the audiences’ views even in the real world.Content Ananlysis - The representation of each character within the film, how they are portrayed and the differences between them.
Femininty - Feminsim fight for their rights and are against male dominance and the patriarchal society. I can link this to the feamles within xmen 3.
Gender - can show how characters are labels and represented within xmen 3.
Genderered Consumptions - The way the gender in xmen 3 affects the audiences consumptions of the media.
Genre - How the genre of xmen3 affects the female representation.
Hollywood - Hollywood films and mainstream films, how genders are shown and the affect of the overall hollywood anme upon it.
Ideology - the new ideologies past and sent through the media to the audince, how it affects people and their reactions.
New Man - how the new man is shown within society and how xmen3 reflects from this.
10 Websites Linked To My Study
The home page of my study.
Movie review and articles.
Representations of feamles and their roles, and how males are also portrayed the same.
How representation can be analysed and caused.
Power within women, relates to superior females.
A way in how female negative representations had been formed.
The films background, from the plot, and background of past films.
Notes on the 'gaze', Laura Mulvey.
Gender in the media.
Media gender, David Gauntlett.
Blog Buddy Summary Wid Chintan
- Theorist- Laura Mulvey, 'male gaze'
- Useful books- Media, Gender and Identity, David Gauntley,Genre and Hollywood, Steve Neale
- Females have more on-screen time action and more power and dominance in society than in the past. Shrek3 illustrates female dominance through Princess Fiona as she has an active role within the film, whilst X-men has superheroies in Storm, Jean and Rouge
Chintan As My Blog Buddy
Looking at chintan's blog, he focuses on ' How has CGI ensured the continued box office success of the animation genre, paying particular attention to ‘Shrek the Third?’', using this text, i cna use the female representation of Fionna within shrek three. for example looking at how being preety to ugly and how her masculinity and the action used.
using this text can help me ho false charcters, (made up characters) have a personality and a representation. Using CGI fims i can relate my study to how females are representated in differnt ways; in differnt genres and films.
using this text can help me ho false charcters, (made up characters) have a personality and a representation. Using CGI fims i can relate my study to how females are representated in differnt ways; in differnt genres and films.
Zainab As My Blog Buddy
I chose zainab's independant study, as looking into her text 'CSI' the female representation differs to the representation in Xmen-3. This is an advanatge, as i can expand on differnt representations on feamles and cntrdict my findings.
We have similar cliff hangers that we come across for example the rise of female dominance and how males react to it. Also the main representation of how males label females as 'The Sex Object'.
As zainab focuses on the representation on feamles within CSI which is a crime based genre, i am going to focus on how genre's affect female representations. depending on the type of genre, the female can be label by males in differnt ways, for example looking at tomb rider, she is more masculine and has the norms mainly from a male gender role.
hopefully, using Zainabs text in addition can help me research deeper.
We have similar cliff hangers that we come across for example the rise of female dominance and how males react to it. Also the main representation of how males label females as 'The Sex Object'.
As zainab focuses on the representation on feamles within CSI which is a crime based genre, i am going to focus on how genre's affect female representations. depending on the type of genre, the female can be label by males in differnt ways, for example looking at tomb rider, she is more masculine and has the norms mainly from a male gender role.
hopefully, using Zainabs text in addition can help me research deeper.
Blog Buddy Summary With Zainab
What we talked about in the meeting.
- Theorists ..male gaze, Laura Mulvey
- Masculinity and Feminity...Cross gender males taking female roles 'Ms Doubtfire'/'Whiechicks'
- Exchange Book Research...'Representing women myths of femininity in the popular media by Myra Mcdonald (1995)
- The superior roles females have taken recently in the media
- How Males prevent female dominance in X-men 3
- How Female dominance is increasing in CSI
Brief View Of Thier Representation
Storm - Her power is to control the weather. This power related to her as a typical female, as her power relates to her wmotion. For example in one scene, strom uses her power to create cloudy day to connote her emotion of a loss of a character in the film. She makes her sky cloudy as she is upset etc.
Brief View Of Thier Representation
Rougue - She has a power that which conflicts with her Touch sense. If she were to touch any living thing, she'll be able to absorb their power (if a mutant) memories and personality and she may be able to use it.
Her representation in the film is also inferrior, as she beleieves her power makes her powerless. this representation is shown by her using a cure so she is able to touch her boyfriend, she thinks her great power is to be able to be in love.
Her power relates to her perfection of love.
Her representation in the film is also inferrior, as she beleieves her power makes her powerless. this representation is shown by her using a cure so she is able to touch her boyfriend, she thinks her great power is to be able to be in love.
Her power relates to her perfection of love.
Brief View Of Thier Representation
Mystique - Has a strong power to shape shift into any thing from animals to humans etc. She is represented as powerless as she looses her powers by saving Magneto.
Brief View Of Thier Representation
Jean Grey - Xmen 3 is based on Jean grey, as her new character know as the 'Phoenix'. Her overall role within the film is that she is a mutant who can save the mutant race and kill humans by someone else controlling her. She is incapable of controlling her new power and Magneto plays mind games and uses her as a powerful weapon.
Xmen 3 Video
Media Language The first scene connotes that male powers tend to be more powerful than female powers for example his power can move a whole bridge across the sea, and the way he is moving the cars by just walking forwards shows the superior power.
In the first scene of Magneto moving the bridge, the close up shot of his facial expressions show how easy it is for him to move a whole bridge, it shows that it is like putting butter on bread. The long shot of him walking with his army behind him shows him being superior, also the low angle shot of magneto shows how superior he is.
Each character has their own unique costumes for example, the Xmen have their own co-ordinating outfit, and the evil side have their own unique costumes to show their identity.
Throughout most of the clip, low key lighting is used, for example the fight scene, low key lighting is used to connote an intensive scene, the war is a bad thing and the lighting matches the mood of the scene.
The type of sound used is mainly parallel sound as the music suits the type of scene and the mood, this helps increase the tension of the scene to make the audience go into a trance of being in the war.
Institution This production is a Hollywood production in New York. The clip isn’t a trailer and has no promotions; the only promotion showed is ‘Youtube’. As this is where I have got the clip from. This film is a mainstream film with a mass audience.
Genre The film has a ixture of genre's from action, adventure and a touch of thrill. The main type of genre is action, as the film is based on a 'war' against humans and mutants. The film is based on a political point of view, in which politics is a reality, but reffering to the movie the type of politics if impossible to happen. The film has focused itself, as a type of series as there has been an Xmen 1 and 2, this is the final of the Xmens which contains all elements from the previous ones.
Representation The main representations I have come across is the positive frames of females. for example, watching the whole of Xmen three has focused me to look how females are representated, as their powers are to be shown through emotion or fear, for example 'Storm' her power is to do with her emotion, if she was upset she would make it rain or with anger she would may thunder and lightning and looking at male power, it is shown as the masculinity of males such as superhuman powers to lift anything, the masculinity of a male who would hold his wifes shopping bags etc. This shows that males are superior and feamles are inferior.
Narrative Looking at the film, the narrative structure does follow 'TODOROV's' theory (equillibirum - disequilibrium - new equilibrium) in a negative but also positive way, as at the end many people suffer through the war and the Xmen loose 'Jean grey' and the 'Professor' but the Xmen learn new things through the losses. The new eqilibirum isn't shown within the film but through the audeinces imagination. for example the equilibrium was that there was mutants and humans living togeather. disequilibrium is the war, and the loss of the people and characters. The new equilibrium is that the war has ended and people follow a new path and end up being more independant.
Proposal
Costume: All Xmen characters have their Xmen uniform to show their identity. This type of uniform is targeted at the action audience. As the colours of the clothing and the material of the clothing, portrays action and fighting.
Lighting: the primary lighting is Low key lighting in the action scenes, but in scenes where the mood is positive the lighting may change to high key lighting but for a certain amount of time.
Actors: Each actor has their own personal skills and powers, some actors are attractive due to their role in the film for example Jean Grey
Make Up: Make up covers from blood and gory moments to nice and attractive moments.
Props: in Xmen 3 the main prop shown over and over again are guns and other weapons such as blades.
Setting: The setting of the film is in New York and indoor setting is at the Xavier school.
Institution: Marvel, 20th Century Fox
Genre: Action, Adventure, Sci-Fi, Thriller
Representation: That females are ‘weaker’ than males.
Audience: Appeals to a wide audience. Age group 9-50. This is because this film use to be a comic and people who used to read comics are in the elderly age groups. The younger age group would like to watch this film as the actors could be role models.
Ideology: Patriarchal Ideology - Throughout the film, females are shown to be inferior through their control of powers and type of power given. For example Jean Grey cannot control her power, Storms power is her emotion and feeling etc.
Narrative: Emphasis on power struggle between good and evil and the power between mutants and humans.
Costume: All Xmen characters have their Xmen uniform to show their identity. This type of uniform is targeted at the action audience. As the colours of the clothing and the material of the clothing, portrays action and fighting.
Lighting: the primary lighting is Low key lighting in the action scenes, but in scenes where the mood is positive the lighting may change to high key lighting but for a certain amount of time.
Actors: Each actor has their own personal skills and powers, some actors are attractive due to their role in the film for example Jean Grey
Make Up: Make up covers from blood and gory moments to nice and attractive moments.
Props: in Xmen 3 the main prop shown over and over again are guns and other weapons such as blades.
Setting: The setting of the film is in New York and indoor setting is at the Xavier school.
Institution: Marvel, 20th Century Fox
Genre: Action, Adventure, Sci-Fi, Thriller
Representation: That females are ‘weaker’ than males.
Audience: Appeals to a wide audience. Age group 9-50. This is because this film use to be a comic and people who used to read comics are in the elderly age groups. The younger age group would like to watch this film as the actors could be role models.
Ideology: Patriarchal Ideology - Throughout the film, females are shown to be inferior through their control of powers and type of power given. For example Jean Grey cannot control her power, Storms power is her emotion and feeling etc.
Narrative: Emphasis on power struggle between good and evil and the power between mutants and humans.
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