Woman Magazine

mid-shot
Alfred Hitchcock is a movie director who directed the birds and psycho
Mise-en-scene includes
shoulder length hair also seems sensible
brunette
well presented with a sensible hairstyle
brown eyes
attractive middle age women, hegemonically attractive
Bold text saying "Woman" stating that this is the hegemonic norm of women of 1964. The style of the font of the masthead is serif, and handwritten, suggesting the mode of address is friendly, the model is also smiling with pearly white teeth, with a fake smile.
Additionally the way she looks at the audience perhaps shows she is relatable, being relatable means that she is not dressed in beauty as if she is going to a party but rather just going into town or something, suggesting that the target audience isn't well educated and has low self-esteem
"Seven Star" shows signs of exaggeration to show how great the magazine is. Stereotypically suggesting women should be in the kitchen "improvements for your kitchen"
aimed towards working class, straight, age 30-50 women
Pinkish background enforces it's for women
"are you an a-level beauty?" is a direct mode of address, making the target audience feel bad about themselves
Binary opposition: Dark background vs the Yellow banner on the front

• Woman magazine is published weakly
• Published by a company called the IPC
• Still sells magazines to this day
• Cheap magazines 7d = 80p
• Genre of this magazine is women's lifestyle
• Woman magazine is aimed at a broad audience
• It's circulation was 3 million copies

Socio-Historical context

what was going on in society at the time

Content:

• 'extra special about men' assumes the audience like men, therefore are women
• 'knitting' assumes the women enjoy to knit and all women do it
• 'gardening'
• 'back to school clothes' suggest that the target audience are mothers and are straight
• This magazine has a heteronormative theme

Documentary

more women going into higher education

26,000 women were now going to University by 1960

Women's rights were very popular by the end of the 60's

wanted equal pay

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Ideology: The beliefs of the producers that they are trying to give out through their products
The producers ideology is that all women should be housewives

Hegemony: A widely held belief for a certain people group
Women belong in the kitchen according to the front cover

Anchorage: Words that go along with an image to give it a specific context
"Seven star improvements for your kitchen"

David Gauntlett: theories of identity
pick and mix theory: audiences can select which ideologies suit them, and completely ignore the elements of the product.

"so any girl can assemble it quickly"

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Reinforcing Hegemonic Norms

1. That there are very specific roles women should follow (women are good at cooking). That they should be loyal to their husbands/that they are heterosexual. "Are you an A-level beauty" suggests that all women aren't beautiful unless they read such magazines as the Woman magazine. Women have plenty of spare time. Women have to wear make-up, in order to be attractive, you've got to be young
2. Heterosexual women, but possibly appealing to men as thats how the male genders would've wanted women to be like in 1964. It enforces what the hegemonic norms were in 1964
3. 
   

The magazine encodes certain stereotypes that if you do not follow in society, you will not be accepted in society.
There is a reality to stereotypes, if someone is told something a numerous amount of times, this will enforce that 'belief' more and more. For the magazine, it reinforces a women's place in society, it reinforces patriarchal hegemony. Stating men are better than women, with the magazine also produced by men.

Voyeurism: Taking pleasure in watching someone or something
The magazine gives women the pleasure of social interaction, talking about it with your friends

bell hooks: Feminist Theory

• argues that feminism is a struggle to end patriarchal hegemony and the domination of women
• Feminism is not a lifestyle choice; it's a political commitment
• Race, class and gender all determine the extent to which individuals are exploited and oppressed

Advertising in magazines

• 1/3 of total revenues across the industry are advertising, it is therefore vitally important that the magazine and advertising content target the same audience in order that the advertising brands benefit from increased...

Analyse the ways in which the advertising in Woman constructs stereotypical representations of women, for example:

1. Women's place in the home - wife and mother
2. Women don't make important decisions
3. Women are dependant on men for acceptance and protection
4. Women as sexual objects, and inferior to men

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• The copy adopts a direct mode of address which is friendly
• This soaps will show you kindness, like a gentleman
• The very first sentence is an example of interpolation
• This advert makes big claims about what women actually are, that you are not attractive if you don't buy the soap
• She is stereotypically attractive, full breasts, slender body, hourglass figure.
• Her body is being used to sell the body, that if you use the soap, you'll get her body shape/style
• She is an aspirational figure
• The advert is not meant to sell a product but rather a lifestyle, that of course appeals to men.
• Sexual objectification, all we know about her is a object purpose, only for the product to be used upon.

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• Man is pleased by how the woman looks after putting on the make up. Sexual tension, in some ways this advert is subversive, she potentially is rejecting this man, or rather that he is stalking the woman.
• Serif font "beauty at a moment's notice..." suggests a stereotypical feminine type of beauty of it, aimed towards women, also a tagline and suggests it's easy to use.
• Assumes that the only thing women are shopping for is make-up and are doing it everywhere they go.
• The layout is much like a comic and presents a storyline, the use of panels creates a sequential narrative
• The title being at the bottom supports the z-line theory, presenting everything in a straight possible way
• "at a moment's notice, putting on make-up is hegemonically the right thing to do, it assumes that women not wearing make-p is not attractive
• This advert creates a clear insecurity to the target audience, manipulating the audience, thinking that they are ugly.
• The compact mirror is an essential part of the narrative, suggesting that she can see the man and is smiling
• Being in black and white suggest classiness, restoration of the equilibrium, presenting as if it's the happy ending of a romantic film, intertextuality

How can the ad effect men?

• Men are expected to approach women, and women should not approach men
• Men cannot wear make-up and women should
• Men should be constantly formal, wearing suits and looking professional all the time

Pros to stereotypes

1. Provides a solution to make certain people groups happier
2. Allows producers to target a target audience
3. It makes it much easier to make a product
4. Can be used to make a profit
5. In a patriarchal society, women are safer, don't need to go to war and have men to protect them
6. Uniformity, can make life a lot easier
7. It is possible to have a positive stereotype, e.g men are strong "man up"
8. Stereotypes help us make sense of the world 

Brand identity

How businesses presents itself to its consumers and how it wants to be perceived

Vogue has more sexual connotations with thick lips and styled out eyes that are sharp

Woman is less sexual and more aimed towards women who have gone through that hegemonic age of looking for men and are rather housewives.

High production values

On vogue, the focus is on the model, the text blends in with the dress so it doesn't distract you from the woman

Woman magazine, cover lines are very large and visible

Vogue assumes that the audience has cultural capital as they should know what the price is, since you need to squint to see the price

Vogue is more full colour and glossy, whereas Women is more dull
Vogue is £4.50 and Woman is 50p.
Direct Mode of Address for Woman is aimed towards working class age 30-50

• Vast majority of the magazine is on women however this article is on men. This is not however a regular feature.
• The enlarge font of "MEN" suggest men are superior
• This article's purpose is how to get it's target audience (heterosexual women) a man.
• The representation of women is Woman magazine are fairly stereotypical
• The reason being that women are meant to make happy. This article reinforces patriarchal hegemony
• This article reinforces binary opposition
• The advice in the article is accepted by the reader, showing Stuart Hall theory of reception.
• The article is giving the audience vital information
• The man doing his tie reinforces a man in his right place and a woman in his right place
• A critique of arrogance, "'Man's is creations masterpiece but who says so?' -Man", Taking the piss out of men
• On the dominant image, it shows the woman having power, Subverting stereotypes of patriarchal dominance, and the man is doing a stereotypical woman pose. There is also binary opposition with the man wearing black and the woman being in white.

The Times & The Daily Mirror

The Times is pro-Donald Trump, "you will be so proud" and "the new world" suggest that Trump is a new beginning and will save the American people by creating a better "world" or in this case, nation. They're not very supportive of Trump, they don't include anything which is very bias like "Trump wins yay", but only include how Pro-Trump supporters reflect him by including quotes.

The Serif font "The New World" suggests seriousness and positivity, and the ideology that Trump will be a global force for good. The headline is directly over his heart, demonstrating his love for america and his intentions to shape the world.

Trump's red tie has connotations to patriotism, hope and positivity. The red is associated with the Republicans

Has Mike Pence clapping for him in the main image, suggests that he has a lot of support

The mise-en-scene of the The Times is the American flag is symbolic of freedom and justice. This anchors to the audience to believe that Donald Trump is a positive force.

Bias through selection of images by selecting a smug image of President Trump suggests that he is unprepared. But for other audiences it might suggest confidence or Trump's fear at responsibility.

The choice of the word shockwaves is perhaps symbolic of natural disasters, potentially the audience may negotiate a negative response.

A pull quote's lexis demonstrates the new President's egotism. But may be comparative to other orators like MLK, however also an intertextual references to a comic book super villain.

Yellow has connotations to superiority.

The Daily Mirror is against President Trump, they say "What have they done?" which is a question presenting hatred, confusion and just why America would do such a thing, meaning that they have caused something terrible; which is reflected on the Statue of Liberty with her hands on her face, showing disappointment.

Representation: The process of showing something again

1. Identify the group, place or issue on which a media is focusing
2. The technical devices the media text uses in order to present these groups or issues
3. The message about the group or issue being created within the text
4. The impact of this message on the target audience

PEA: Point, Evidence & Argument 

Hegemony: Acceptance of certain rules and regulations in society (Hegemonic norm)




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• Patriarchal hegemony is the idea that that men have dominance over women
• In this society, women should look stereotypically attractive and men should always be adventurous
• "All women should be skinny, large breasts, tanned, blond hair": these are all hegemonic norms about beauty
• Stereotypically western body types
• Cultural Hegemony: Its is said that some cultures are stereotypically better than other cultures

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Key theory 8: Feminist Theory/Male Gaze Theory

Lisbet Van Zoonen

The theory is that every media product is aimed to a heterosexual male audience

• Gender is constructed through discourse, conversations, media products
• And that this gender stereotype can change over the world depending where you are.

Van Zoonen believes that women are used in media products to attract heterosexual men

Aspirational image: an image that inspires you to look like that model in the image to gain a better life style.

Sexualisation: To make something sexual

Objectification: The change someone to the status of an object




Why do producers use representations?

1. Entertainment value
2. Ideological Reasons
3. Financial Reasons
4. Narratives

Voyeurism: Taking pleasure in watching someone when they don't know they're being watched

In what ways can [Media Products] can incorporate viewpoints and ideologies?

Explore how audiences can respond to and interpret the ideological perspectives of [Media Products].

• The Point you are making, which links to the question marked "An advantage of the newspaper manipulating the ideology of the audience is"                                                                                 
• Evidence (Media Language) that supports your point "The use of a close-up shot anchors the target audience in a position of..."                                                                                                       
• Argument or deeper analysis of this point "The use of the setting functions as a referential code"                                                                                                                                                    
• A Theoretical Perspective which is used to confirm your point of view (Don't need a theory in every paragraph) "This in turn reinforces hegemonic notions about gender stereotypes"

Newsworthiness is stories are approved and good enough to be on newspapers

Every story must go through the basic tennets

1. Who
2. What
3. Where
4. Why
5. When
6. How
7. and more

Anchorage: weighing down something so it's enforced into people.

Hegemony & Cultivation

Albert Bandura

The hypodermic media model: That mass media has a large effect on the audience
This is a theory of a passive audience
This theory is absolute nonsense, some people are influenced by media products in a very blunt way
An advantage is that children do easily copy what cartoons do sometimes


George Gerbner

Cultivation Theory: The idea that prolonged and heavy exposure to TV cultivates. The long exposure of the idea reinforces the ideology/stereotype of that group.

• Television present a mainstream view of culture, ignoring everything else
• In doing so, television distorts reality
• Heavy television users are therefore more likely to accept this edited and distorted view of reality

Flaw: 

• Not everyone watches the excessive amounts of TV
• It's distressingly similar to the effects model
• May of been helpful in the 1970's where there were 3 channels but today there are hundreds. This no challenges that any ideology can be mainstream

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Both of these theories are Passive

The Tide Ad cultivates the stereotypical ideology that woman work in the kitchen and do the washing

It also cultivates that women should stay at home.

And that it cultivates the ideology that wearing make-up makes a woman very attractive.

Additionally that woman talk to much with all the text

Hegemony: Where one group wields power over another, not through domination, but through coercion and consent

Example: The School System, drinking underage with your 18-year old friends, the use of money, parent rules, Cutural, political, patriarchal.

Non-Hegemonic power is the opposite of Hegemonic power

Example: Military Conquest

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Coca-Cola Ad

• would class them as attractive, because having skin showing can be classified as attractive
• They are also skinny and have no blemishes
• Strappy tops 
• From an hegemonic perspective that society of woman should be skinny, laid-back and wearing strappy-tops. The ideology of the producer is that they need to look like this to be attractive.
• The use of setting symbolises wealth
• If we see this representation of women over and over again, it reinforces the stereotype of woman
• This representation of young women suggests that women are always out having fun
• It is most important to relax
• Sun-bathing on a roof in a city is normal
• Target audience is young women
• The ad is that if women drink coca-cola, they will be attractive. It is aspiration. If you cannot live up to this, you are not on this level

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