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 now many more representation of gender than the traditional 'gender binary'
Stereotypes of men
- Strong, buff, manly
- wear suits
- do all the work
- drive, like cars
- leaders of countries
- drunk
- more comedic
- more dangerous
- brave
Stereotypes of women
- always wear dresses
- belong in the kitchen
- smart, clever
- women are weaker
- always wear makeup
- very emotional
- elegant
- jewellery
Representation is a construction of reality
The producer constructs these representations
They do this to encode their ideology
Manipulate - negative connotations
Charity advert
Purpose of a charity advert is that they ask for money for people in need of that money for devices that can assist them
They work by making the audience feel guilty by making it very emotional
The mode of address is quite sad and depressing, their very blunt and only want one thing from the audience
Use of low-key lighting has connotations towards darkness and death
Use of extreme close-ups shows that the audience is positioned in the room with the children, making the audience uncomfortable.
Use of sound effects like child crying makes us feel sorry
Sad and nostalgic
the use of slow fades symbolises that the child cruelty is still continuing
The word "please" show the desperation for money
Charity adverts get played during mid-day, which means that it could be aimed towards students, unemployed, working-class and elders.
There is direct address.
'If you do not donate, you are a terrible person'
Water-aid- Deliberately went away from the stereotypical archetype
Juxtaposing the representation of Africa adverts
Juxtaposing the representation of Africa adverts
Is an established charity from the early 80s and is a campaign for clean water, sanitation for poor nations in Africa, Asia etc.
Shots include: Mid-shot, Close up, long shot-ish
The scene is slowly establishing the location, it starts off with her walking alone until she slowly has people joining her, perhaps suggesting she's not alone
Low C/U tracking shot of Claudia shoes establishes that she must walk far to collect water
Positions the audience literally in Claudia's shoes, allowing the audience to emphasise with her
Initial tracking shot symbolic lack of wealth. Follows Claudia as she collects water
Polysemic (multiple meanings) Both bleak and depressing but also hopeful and uplifting
Claudia is working class/ young/ black & female
Not a stereotypical representation of a 16 year old girl
Also non-stereotypical representation of black teenager. Positive!
Identity: African people are represented as cheerful, happy and carefree, yet also stereotypical
Claudia sings, an upbeat, catchy, positive song. As she reaches the village, all the people join in the song, this symbolises community, friendship and cooperation.
Clear binary opposition between the rainy season of England and the colourful, cheerful Africa
Atypical representation of Africa
M/S of Claudia walking directly in to camera, and framed by a dusty, empty landscape. Connotative of bleakness and emptiness
Conventional(what is generally believed) vs subversive(Changing that belief)
Costumes- Colourful, yellows, pinks are associated with happiness and positivity
Audience now desensitised to charity adverts. The Claudia advert presents a resolutely positive ideology to it's target audience.
Shots include: Mid-shot, Close up, long shot-ish
The scene is slowly establishing the location, it starts off with her walking alone until she slowly has people joining her, perhaps suggesting she's not alone
Low C/U tracking shot of Claudia shoes establishes that she must walk far to collect water
Positions the audience literally in Claudia's shoes, allowing the audience to emphasise with her
Initial tracking shot symbolic lack of wealth. Follows Claudia as she collects water
Polysemic (multiple meanings) Both bleak and depressing but also hopeful and uplifting
Claudia is working class/ young/ black & female
Not a stereotypical representation of a 16 year old girl
Also non-stereotypical representation of black teenager. Positive!
Identity: African people are represented as cheerful, happy and carefree, yet also stereotypical
Claudia sings, an upbeat, catchy, positive song. As she reaches the village, all the people join in the song, this symbolises community, friendship and cooperation.
Clear binary opposition between the rainy season of England and the colourful, cheerful Africa
Atypical representation of Africa
M/S of Claudia walking directly in to camera, and framed by a dusty, empty landscape. Connotative of bleakness and emptiness
Conventional(what is generally believed) vs subversive(Changing that belief)
Costumes- Colourful, yellows, pinks are associated with happiness and positivity
Audience now desensitised to charity adverts. The Claudia advert presents a resolutely positive ideology to it's target audience.
Colourful, bright colours
Many children
Peaceful
Very isolated
happiness
poor but in a good way
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