Key theory 7 - David Gauntlet - Theories of identity
Gauntlet believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on television. Additionally, he writes there are many more the traditional 'gender binary'. You can define yourself by doing something you've been influenced by; like trying out grime because you enjoy listening to it.
Stereotypes of genders:
- Women are bad drivers
- Women wash and clean
- Men are strong
- Men are meant to be emotionless and can't show their feelings
- Men are the money earners in the family
- Women are meant to stay at home and look after children
- Women are smarter
- Men are lustful
- Women are more responsible
- Men are aggressive and women are passive
- Men should be gentlemen
Perceptions of gender roles are reinforced by the media and older generations, for example grandparents who think women may not be equal and even though it's wrong now continue to feel the same way as they did in the past.
Charity advertising:
- Direct transfer; giving you a phone number to donate money
- Really blunt
- Guilt-trip you into sympathising
- Make you think about what you have and others don't (the victim)
- The producer's ideology is very specific
Modes of address - How the advert speaks to the audience and it's influence
Positioning - Where the producer places the audience; close shot or long shot
https://youtu.be/XsMuGefVvno - NSPCC advert from 2000
- Made to guilt-trip you into donating £2 a month to 'protect a child'.
- Binary oppositions of the grey colours of the advert and the children sitting alone suggesting they shouldn't be there.
- Black/white colour filter lacks colour giving a miserable tone to the advert continuing to make you feel bad.
- "Open your eyes and your heart" makes you feel a bad person if you don't donate because you haven't 'opened your heart'. The narrator is a wise sounding older middle class man which is relatively slow and depressing which works well.
- Angelic and hopeful music is a binary opposition to the miserable and depressing tone of the . advert.
- The scene where the child is looking up at the camera makes it look as if he's begging for help and the high shot over him makes him look vulnerable and small.
- Black and white mise-en-scene functions as a symbolic code for the audience demonstrating that it's happened in the past; bringing misery.
- Extreme close ups used when the young child is staring into the camera which makes the audience feel uncomfortable.
- The audience feels involved because of the narrative saying 'we' repetitively, which encourages you to donate.
- Advert makes you feel a bad person if you don't donate, making you feel as if the children will continue to be abused if you don't donate.
Silver spoon print advert
This Barnado's advert gives off the ideology that people born into poverty won't necessarily have a very good life with many opportunities. The producer has picked an orange colour for the baby which is seen to be a sickly colour. The binary oppositions of the baby and the cockroach show how bad being born into poverty may be and how you're set up into a poor lifestyle from birth
- Desensitisation
Set product two - Water aid - Claudia sings sunshine on a rainy day - https://youtu.be/Uiy3dkTwPcQ
- Optimistic, shows you the progress the charity is making with donations; encourages you to donate more.
- High key natural lighting implies hope for people like her who didn't have access to water.
- Different emotions to the NSPCC advert, the colours are much brighter and pastel colours are warming to the audience.
- Claudia singing shows how she's still positive even in her situation and how having access to clean water has a huge impact, which encourages you to donate.
- The advert makes you realise how lucky you are, making you feel bad about how what you have and they don't
- It shows the local community laughing and singing which makes the audience feel
- The advert gives off a happy tone, with children running around playing and laughing
- The positive ideology is reinforced by the close up of Claudia's smiling face which connotes an optimistic ideological perspective
- Low angle establishing tracking shot follows Claudia as she collects water, positioning the audience with her; a positive and optimistic experience from how she's singing as she walks along, initially alone, an angelic, innocent song with no accompaniment using elements of sound. however this also emphasises her lack of resources and opportunities in her life.
- Claudia's song functions as symbolic code, signifying her confidence in the face of adversity.
- Africa: scrubby trees; the way they carry water around; the brightly coloured traditional clothing. A stereotypical representation of Africa?
- Presents a binary opposition against the stereotypical representations of Africa: there aren't any crying children, covered in dirt, eyes filled with tears and flies. Demonstrates progress rather than pessimism
- Claudia represents The black African female working class emphasised through mid shot of Claudia carrying the bucket of water on her head; a strong working class woman.
- Lack of resources Vs stoic attitude; low angle shot of kid on the swing enjoying life despite hardship. Africa has a bright future.
- Use of stereotypical representation simplifies Africa, avoiding images of wealth which maybe would put people off of donating
- Claudia is an atypical representation of teenage girls; no makeup; working hard.
- Children rush to join Claudia's song as they collect water in a series of mid shots and close shots, signifying unity, functioning as proairetic code.
- Claudia ceases to sing at the end of the advert and the audience are left with the ambient sound of the African bush.
Archetype - A cast role in a media product which uses stereotype
Gauntlet believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on television. Additionally, he writes there are many more the traditional 'gender binary'. You can define yourself by doing something you've been influenced by; like trying out grime because you enjoy listening to it.
Stereotypes of genders:
- Women are bad drivers
- Women wash and clean
- Men are strong
- Men are meant to be emotionless and can't show their feelings
- Men are the money earners in the family
- Women are meant to stay at home and look after children
- Women are smarter
- Men are lustful
- Women are more responsible
- Men are aggressive and women are passive
- Men should be gentlemen
Perceptions of gender roles are reinforced by the media and older generations, for example grandparents who think women may not be equal and even though it's wrong now continue to feel the same way as they did in the past.
Charity advertising:
- Direct transfer; giving you a phone number to donate money
- Really blunt
- Guilt-trip you into sympathising
- Make you think about what you have and others don't (the victim)
- The producer's ideology is very specific
Modes of address - How the advert speaks to the audience and it's influence
Positioning - Where the producer places the audience; close shot or long shot
https://youtu.be/XsMuGefVvno - NSPCC advert from 2000
- Made to guilt-trip you into donating £2 a month to 'protect a child'.
- Binary oppositions of the grey colours of the advert and the children sitting alone suggesting they shouldn't be there.
- Black/white colour filter lacks colour giving a miserable tone to the advert continuing to make you feel bad.
- "Open your eyes and your heart" makes you feel a bad person if you don't donate because you haven't 'opened your heart'. The narrator is a wise sounding older middle class man which is relatively slow and depressing which works well.
- Angelic and hopeful music is a binary opposition to the miserable and depressing tone of the . advert.
- The scene where the child is looking up at the camera makes it look as if he's begging for help and the high shot over him makes him look vulnerable and small.
- Black and white mise-en-scene functions as a symbolic code for the audience demonstrating that it's happened in the past; bringing misery.
- Extreme close ups used when the young child is staring into the camera which makes the audience feel uncomfortable.
- The audience feels involved because of the narrative saying 'we' repetitively, which encourages you to donate.
- Advert makes you feel a bad person if you don't donate, making you feel as if the children will continue to be abused if you don't donate.
Silver spoon print advert
This Barnado's advert gives off the ideology that people born into poverty won't necessarily have a very good life with many opportunities. The producer has picked an orange colour for the baby which is seen to be a sickly colour. The binary oppositions of the baby and the cockroach show how bad being born into poverty may be and how you're set up into a poor lifestyle from birth
- Desensitisation
Set product two - Water aid - Claudia sings sunshine on a rainy day - https://youtu.be/Uiy3dkTwPcQ
- Optimistic, shows you the progress the charity is making with donations; encourages you to donate more.
- High key natural lighting implies hope for people like her who didn't have access to water.
- Different emotions to the NSPCC advert, the colours are much brighter and pastel colours are warming to the audience.
- Claudia singing shows how she's still positive even in her situation and how having access to clean water has a huge impact, which encourages you to donate.
- The advert makes you realise how lucky you are, making you feel bad about how what you have and they don't
- It shows the local community laughing and singing which makes the audience feel
- The advert gives off a happy tone, with children running around playing and laughing
- The positive ideology is reinforced by the close up of Claudia's smiling face which connotes an optimistic ideological perspective
- Low angle establishing tracking shot follows Claudia as she collects water, positioning the audience with her; a positive and optimistic experience from how she's singing as she walks along, initially alone, an angelic, innocent song with no accompaniment using elements of sound. however this also emphasises her lack of resources and opportunities in her life.
- Claudia's song functions as symbolic code, signifying her confidence in the face of adversity.
- Africa: scrubby trees; the way they carry water around; the brightly coloured traditional clothing. A stereotypical representation of Africa?
- Presents a binary opposition against the stereotypical representations of Africa: there aren't any crying children, covered in dirt, eyes filled with tears and flies. Demonstrates progress rather than pessimism
- Claudia represents The black African female working class emphasised through mid shot of Claudia carrying the bucket of water on her head; a strong working class woman.
- Lack of resources Vs stoic attitude; low angle shot of kid on the swing enjoying life despite hardship. Africa has a bright future.
- Use of stereotypical representation simplifies Africa, avoiding images of wealth which maybe would put people off of donating
- Claudia is an atypical representation of teenage girls; no makeup; working hard.
- Children rush to join Claudia's song as they collect water in a series of mid shots and close shots, signifying unity, functioning as proairetic code.
- Claudia ceases to sing at the end of the advert and the audience are left with the ambient sound of the African bush.
Archetype - A cast role in a media product which uses stereotype
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