Archive for the ‘AS Media’ Category


February 10, 2014

  • pinkstinks:Pinkstinks is a campaign that targets the products, media and marketing that prescribe heavily stereotyped and limiting roles to young girls.
  • From the day we are born we are handled differently:
    Girls are cradled as they are seen to be delicate
    boys are handled with not as much grace
  • If a guy wears pink then thay are automactically seen to be gay.
  • The video on the pinkstiks website shows a montage of “girly” products aime at girls. This shows the sheer volume of how many products there is on the market.
  • There is a clear emphasis on the blonde – (dumb: attractive+ stupid.)
  • If a girl is more intelligent that they guy they may feel threatend.
  • There was a product that said future “WAG” on it implying that girls have ambitions to marry rich (Prince Charming.)

BBC Newsround on Pinkstinks:

  1. By law the broadcast news in Britain must be neutral. The news is baanced by the children having apposing views .
  2. The pinks stinks campaigner gives us here clear point of view.
  3. The reporter is also on a steakout he is where the news is.

Uses and Gratification

February 10, 2014

Personal identity:
Social interactions

Personal identity:
-empathy knowing how a character feels.
-Recognized expression
-how things have change and how we can relate to that
-“what would I do in that situation”
Information: News, advertisements, non-fiction, documentaries
Entertainment: escapism, humour, excitement, fear

Social interaction: where you talk about the text etc

AS Media Studies – The “Readings” of a Text

January 30, 2014

The “Readings” of a Text

The “readings” of a text are what an audience would say about a particular text (e.g. Print advert, TV show, etc).

There are 3 types of “readings” when studying a text:

Preferred Readings – What the text wants the audience to do.

Negociated Readings – You accept the message of the text, but you don’t believe that it is appropriate to yourself.

Oppositional Readings – You don’t accept the Preferred Readings of the text.

Preferred Readings are normally straightforward to understand.

Oppositional Readings are the 2nd easiest to understand.

Think Negociated Readings last.

The Readings stated above and the audience’s response are very similar.

The Readings for this Sony Ericsson print advert:

Preferred Readings –

Men can say “Yes! I can see all the goals on my phone!”

The text wants us to feel sorry for the women, given that they are being ignored by the men, who are so focused on watching the goals.

We are attracted to the product, because of the Cover Line “Win £100,000 and watch all the goals first with Xperia”.

Oppositional Readings –

The women are thinking “This product isn’t for me”.

There is also clear emphasis that this product also isn’t suited to non-football fans.

Negociated Readings –

The women are thinking “Great (!) He’s focusing more on the sport than he is on me!”.

The audience could think that, because this product is relying on giveaways and prizes, it could be a “dodgy” product. In other words, it isn’t selling its looks. Its selling the prizes.

The Readings for “Vatos” (Series 1, Episode 4 of “The Walking Dead”)

Preferred Readings –

This text makes us feel sympathetic towards the characters who have lost their loved ones due to the Zombie attack.

Be careful how you racially stereotype groups of people. In this case, there is a stereotype that “all Hispanic males are part of gangs”. However, in “Vatos”, the gang turn out to be guarding a hidden nursing home in a warehouse.

The men in this episode need to save the children. This reinforces the stereotype that men are the dominant and stronger gender, and that they are the women’s “knight in shining armour”.

Oppositional Readings –

All the stereotypes in this episode are correctly presented.

Feminists would say that the women don’t need saving by the men. This opposes the stereotype mentioned above. This stereotype is also sexist against women.

Negociated Readings – 

The attack that happens at the end of the episode is seen as “sad but contrived”. In other words, this attack is a sad occasion, but the audience knew that it was going to happen.

For 12 Media

January 19, 2014


Remember this from Tuesday?

FORGOT TO EMAIL IT TO ME?! (Thanks Kieran). Sort it the rest of you.

TODAY: Get the coursework finished!

In class: Analyse the representation of place in three texts of your choice.

Please type up your answers so you can email them to me; roughly 500 words. Make sure your name is on the answer.

Analyse the representation of Yorkshire in:

Discuss the representations together. Hints:

  • landscape
  • social class

Make notes for discussion.

Stereotypes of young people

December 13, 2013

Stereotypes of young people in the media today:

18-30 beach advert 

Romantic– focus mainly on sex- guy and girl on the beach mainly interested in one another.

Party animals– drunk and hungover man has had a good night as he wakes up in the sea.

Summer 2012- promo video

Activities– eg: water slides, paragliding and partying. This could be linked back to the first one with the man who awakes in the water after a night out of partying.

Focus on the bodies-  ( both male and female but more emphasis on female body. This can be linked to the first one when they are both being romantic on the beach.

Age- Stereotypes of old people

December 13, 2013










-Smell bad




-Positive stereotype of Grandma

Representation of Ethnicity

November 22, 2013

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Firstly in our lesson of ethnicity we made a list of all the different races around the world from African American to Hispanic and Latino’s and after naming just about all of them we discovered there are three broad terms in ethnicity which are White (although its often forgotten we are our own ethnicity), Black and Asian.

After introducing ourselves to different ethnicities we looked at what it was that made up stereotypes and why they were so commonly used in terms of race. Typical representations of people is what’s known as a stereotype, so in other words it’s the generalisation of a group of people judged by a minority of them. An example of this could be how people believe the majority of Chinese people to be short and dark haired but it’s clear that with such a large population within China not every single one of them is going to be short and have dark hair as everyone’s different. Another example is the Asian (Korean) guy in the walking dead who follows the stereotype of Asians tending to be very clever and thoughtful which is exactly how he’s shown in the TV series. It’s just due to how different ethnic groups are portrayed in society as generations come through because it’s obvious that the generalisation of people gets passed down through different generations. Stereotyping is basically having one person to represent the general public for that ethnicity which in hind sight is a very inaccurate thing to do as common sense should overrule any kind of stereotype there is.

Stereotypes are used as a short cut to meaning as many people tend to understand the very basic stereotype of different ethnicities so it’s the general meaning from it is understood. It’s very common for non-white characters in TV programme’s to be stereotyped although an exception we discussed in class was Luther as the main character is black but it’s not used as a problem with his ethnicity at all, he’s just seen as a basic actor in a drama TV show.

It’s often seen that stereotypes are used in a very negative sense, for example racism and sexism and they are quite oftenly fround upon which isn’t surprising as they could be seen as quite offensive if you was on the recieving end of someone stereotyping your ethnicity.

Propp & Todorov

November 21, 2013

Narrative, a story which is either fiction or non fiction is what we first looked at in our Media lesson. After finding out the definition we had a brief look into structure of a narrative which basically consists of a cause and an effect chain basically meaning that in a narrative its vital to include a cause as well as an effect. We also looked into how a narrative must follow the rules determined by a genre, for example if its a horror you expect there to be blood, violence and some sort of villain involved which is of course the problem in the film.

Todorov’s theory on narrative has three steps to it. Firstly is the “situation” which is the status quo or in other words the normality of the film which is determined by the genre of the film as you know the genre of the film you would be going to see so the situation wouldn’t come as much of a surprise. Secondly is the disruption which is fairly obvious that it is the problem within the film or tv episode. Lastly in Todorov’s theory is the resolution, clearly being the problem being solved in some way or the problem being neutrally resolved as it was in the episode of Looney Tunes we watched in the lesson. Although apart from the neutral ending the episode we watched of Looney Tunes fitted in to Todarov’s theory almost perfectly.

Propp’s theory is on narrative functions which basically is the idea of most narratives being structured like fairy tales. The way it is done is by having the three main, most important characters; Hero, which resolves the problem. A villain, which creates the problem and a victim of the problem which is in some cases a princess of some sort. You realise a narrative function is in most narrative stories. Although it is important to get accross that functions are not necessarily characters as well as the fact characters can inhabit more than one function at a time, for example a victim/hero.

The Walking Dead Episode 4 Sterotype 13.11.13

November 18, 2013

The Walking Dead Episode 4- Vatos

In The Walking Dead the use of stereotypes for Hispanic males is shown through the use of tattoos and chains to represent a gang. They use a mix of Spanish and English when they talk which only reinforces the stereotype surrounding the Hispanic community. In order for this group to survive they have to play to the stereotype.

Representation: Confirm or Challenge

This representation of Hispanic males is changed later on in the episode when we see them caring for the old and see them acting in a nonviolent way. This challenges what we saw before because the change of violence to caring when they were just ready to kill Rick and his friends in the Mexican standoff.

Age: Old Women walks into Mexican standoff, they stop and listen to her. She shows she is strong; she doesn’t listen to the males to go back. What the old women does is take away all of the tension.

Short Stereotypes from the Walking Dead

November 12, 2013


Stereotypes: Young Hispanic men: Strong, in a gang, don’t really respect women apart from mothers and mix of English and Spanish speaking.

In the Walking Dead

Hispanic men in a gang

Iconography: Tank tops, baseball bats, tattoos, chains and lose clothing, talking in a mix of Spanish and English

Leader nickname “G” Single letter most likely to scare people

Mexican stand off- Making the scene seem tense

Break in tension when grandmother shows up. Breaks away from this stereotype and flips it upside down. They turn out to be caring, show respect to their elders, well mannered. Show another side to them than just the hard shell they put on.