Marwamediaexam

  Introduction to Postcolonialism: blog tasks Answer the following questions on your blog: 1) Look at the first page. What is colonialism - also known as  cultural imperialism?  -From the 16th  century onwards, European countries  effectively got into a race to see how  many undiscovered lands they could  conquer first, and by ‘undiscovered’ I  mean, ‘countries where the indigenous  population didn’t have good enough  weapons to fight back’. 2) Now look at the second page. What is postcolonialism?  -  A  range of theories and ideas that have come from the legacy of colonialism and slavery. It attempts to define attitudes and values that can often still persist in society today – such as an assumption of the superiority of white Western values and ideals in relation to other cultures. 3) How does Paul Gilroy suggest postcolonialism influences British culture? - Postcolonial melancholia (sadness) to reflect Britain failure t...

  Media Magazine reading - two articles on feminism and theory Read  Playing With The Past: Post-feminism and the Media  ( MM40 , page 64 -  our Media Magazine archive is here ). This is a great example of sophisticated media analysis and an indication of the level we want to be writing at by the end of the two-year course. 1) What examples are provided from the two texts of the 'male gaze' (Mulvey)? -HBO’s Pan Am and Beyoncé’s music video for ‘Why Don’t You Love Me’, both  which use the historical setting of the Fifties and early Sixties, a time before the Feminist movement, to reinforce post-feminist ideologies. 2) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form? -In the pilot episode of Pam Am we see Laura having her weight and appearance checked this shows we do still need feminism as it acknowledges the terrible sexism the women experience, and even punishing male char...

  1) How did advertising techniques change in the 1960's and how does the Score advert reflect this change? -Advertising agencies  in the 1960's relied less on market research and leaned more toward  creative instinct in planning their  campaigns. The “new advertising” of the  1960's took its cue from the visual medium of TV and the popular  posters of the day, which featured large visuals and minimal copy  for a dazzling, dramatic effect. Print ads took on a realistic look,  relying more on photography than illustration, and TV spots gained  sophistication as new editing techniques were mastered. 2) What representations of women were found in post-war British advertising campaigns? -In the UK, advertising in the post-war period was characterised by campaigns that very effectively reinforced that idea that a woman’s place was in the home. Ironically, during the Second World War, propaganda posters had convinced women that their place was...

David Gauntlett: academic reading Read  this extract from Media, Gender and Identity by David Gauntlett . This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media. 1) What examples does Gauntlett provide of the "decline of tradition"? - The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons. -Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity. 2) How does Gauntlett suggest the media influences the way we construct our own identities? -H ow media influences us where modern western societies forces people to create their own identity and lifestyle, even if their preferred options are r...

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: Marwa, a solid response for question 2-lots of discussion around social/cultural contexts in reference to representations in advertising -valid points and theories discussed. -EBI: Not enough focus in textural analysis for question 1-more focus needed on mis-en-scene. 2) Read  the mark scheme for this assessment  carefully. Write down the number of marks you achieved for the two  questions: -3/8; 9/12 3) For  Question 2  on the social and cultural contexts of gender representations, identify  three  potential points in the mark scheme that you didn't include in your answer. -Butlers theory-gender is not natural but instead socially constructed, gender is a performance. -Bell Hooks-equal rights about black women in media is not represented instead the typical white are. -Mulvey-theories about male gaz...