(collective identity) Case study essay

In A2, i studied the many different representation of women and how the media portrays their identity. There are many arguments that the media under represents women and that they reinforces the stereotypical gender roles, which is men are the breadwinners, whereas women are the housewives.These roles are usually reinforced by TV series and fictional characters, for example Betty in 'mad man' (1970s).The series present Betty with a false identity,creating an illusion that she is happy with being an housewife.Not much has changed over the past years the contemporary media also encourage women to take up the stereotypical roles. Cleaning advertisement such as 'Fairy' and 'Mr muscle' give females the lead role,representing their job as cleaning the house.This stereotype has become redundant that it no longer holds value and is seen as he identity of women. A research conducted shows that girls who are high viewer of TV think they are happier at home, give up on education than those who are light viewers. 

The identity of women are also shown as sex objects, like Laura Mulvey argues the male gaze theory.The uses and gratification model shows that media provides the male audience with text that sexually pleasurable. We can see this through perfume advertisements (Gucci) Where the females are semi-naked.Music videos such as Rihanna 'pour it up' and Mylie Cyrus 'Wrecking ball'.Where the female artist are also semi-naked and they are 'Twerking'. 

Twerking is the provocative dance became part of hip-hop culture (The guardian-2013) We can find many YouTube videos of younger girls 'Twerking' this shows that It has become a trend because younger viewers are following what they see these celebrities do.Therefore we can with argue that the media is injecting their ideology into our heads (Hypodermic needle theory).

 The identity(women are for sexual pleasures) has become dominant because the representation has been constant, for example Snoop Dogg (Historical media) music videos also show semi-dressed females surrounded by the male artist.

                    
We can also argue that the media uses magazines such as vogue to reinforce the dominant ideology of what an 'ideal' women should look like. Which usually consists being slim, tall, clear skin, large eyes etc. Angela McRobbie studied (from jackie to j17) 1991 debates that women magazine empowers young female audiences with their views for example makeovers, and having the 'ideal' body. 
Retail stores such a H&M indirectly reinforce body images by using slim models wearing bikinis and other item of clothing. This also sexually exploits women as they are told to wear revealing clothing to attract both male and female audiences.

Articles on the BBC news websites state that  "The fascination with celebrities, their bodies, clothes and appearance has all increased the pressure that people typically feel at a time when they seek to establish their own identities". This show us that young people can easily be influenced by the false images the media provides us. It may also increase our expectations of something that is not real. Recent debates on radio four,also show that the number of women that get surgery has raised over the years. This can be due to the amount of immediate and constant media we can consume now, such as Facebook,fashion channels, magazines online, more models and competition.

Overall the media show many representations of women, which can become an identity for them if its redundant.However it depends on the audience whether why want to accept and be influenced by the way media presents women identity. .

Ancillary-Digipack idea

Christina Aguilera- Bionic 

  ----->
Close up shot






Music genre:Electro pop

In this digipack the main focus is Christina Aguilera. As a close up shot of her face is printed at the front and back of the digipack. Her bright red lipstick is appealing to the male audience which links in with the male gaze theory, adding to this her the close up of her blue eyes and flawless skin is features of femininity which is what the audience like to see. As she is directly looking into the camera this creates a connection between the artist and audiences. Her digipack links with her music videos as some are these close up shots are always used in her music video. Its easily recognisable, which is effective.We are also able to recognise the artist/character in the music video on the digipack.

We can build upon this idea by doing something similar when creating our digipack. For example we can use one of the characters from our music video on the digipack to show a connection between the two media products.We can be creative through mise en scene.

Evaluation Plans

Evaluation 1

• Chat show
• Dressed up as the boys from the band 'The Summer War'
• Interviewer dressed smart, red lipstick and blazer
• Point out the conventions of the genre of music we have chosen
• How we have challenge these conventions
•  Theorist -Sven E Carlsson  'Lyrics and images interact creating meaning'.
• Micheal Shore mentions 'recycled styles'
• Andrew Goodwin- Narrative
• Pace of the song and video
• Real life, existing conventions that have inspired us and how they have influenced our work

Evaluation 2

• Visual pod cast
• Discussing the link between our ancillary and music video.
• show visual images as evidence to support out points, for example our digipack.
• Explain how it attracts people. 

Evaluation 3

• Personal video diary
• Showing the different techniques and technology we used to get audience feedback
• explain what we learnt from it and how it helped us develop our products
• Questionnaires/surveys
• Social media
• Family members and friends  

Evaluation 4

• Visual essay 
• software's, explain how we created the effects
• images of our work and other existing product that inspired us
• different technology we used for marking, ancillary and music video
• Final pro cut, photoshop etc

Gender and race causing moral panic in music videos...

Mylie Cyrus Vs Sinaed O'Connor

In this essay, i will be assessing the representation of women through the comparison of two different music videos.Firstly 'Wreaking Ball' by Mylie Cyrus which came out this year and secondly 'Nothing compares to you' By Sinead O'Connor which was released in 1990.

The music video 'Wreaking Ball' starts with a close up of Mylie Cyrus's face.Her bright red lipstick signify her femininity. In contrast with her facial features and blue eyes which we usually associate with 'ideal women'. For example we expect to see a women look like this. Cyrus's complexion and the white back round could signify her purity as the color white usually symbolizes something that is pure. This makes her look attractive and compels the male audiences gaze.
                    Adding to this as Cyrus is directly looking/lip syncing into the camera, this develops a relationship between the audience and the artist.Therefore the music video feels a bit more personal to the audience and they can understand the artist better.

However through out the music video Cyrus is representing her self in a sexual way.For example her costume and her body language connotes her sexual desires. Due to this music video most people now have a new perpective on Cyrus.Some see this as a great change from when she used to be on Disney channel. Others despite it because of her young fans and how this behavior could influence the younger generation,Clearly we can see this was done in the intention of publicly.

The music video 'Nothing compares to you' by Sinaed O'Connor was first shown in the 1990's. At this time womens are represented differently as we can tell when comparing 'wreaking ball' to this music video. 'Nothing comapares to you' is made up of the same concept where O'Connor is directly lip syncing the lyrics to the camera.Whereas in the music video 'Wreaking Ball' we see Cyrus using different props such as a hammer to present her self to the audience. we only see one shot of her where she is directly singing to the audience.

The mise en scene such as the colors and back round, we can easily point out that Sinead O'Connor's music video is much dull than Cyrus, because of the dark colors used for example the pitch black back round and costume.Though out this music video O'Connor is fully dressed, not showing much of her skin. Society see this as self respect as she is not trying to be the center of attention for men.

In both music videos womens are represented different,where one shows women seeking sexual desires,the other shows women as being pure and respectful, This could be because of the different times. For example we see womens differently than we did in the 90's. Universe is much diverse and women have more rights and freedom than they did before.We can connote Cyrus being naked on a wreaking ball could symbolize her freedom and that she does not care what others think.

Due to the similar shots, we can tell Cyrus is inspired by O'Connor however Mylie Cyrus's audience is mostly 12-19 year old girls. O'Connor responds that Cyrus should not be allowed to exploit her self in the music industry, as the younger generation could can get influenced....However it shows the truth and provides prove from many theories which states that the industry exploits women to help them become more popular. Other artists such as Rihanna and Lady GaGa provide this evidence.

Magazine adverts-Layout

While browsing on NME's website, we came across a few adverts from different magazines. We liked some of the layouts which we can imply to our music advert. The layout above doesn't contain a lot of writing,this grabs the audiences attention because huge picture of the band. we can tell the men in foreground is the protagonist as he is standing out more than the others in the back round. Due to this picture the fans can recognise the band easily.

In this advert, the layout of the page causal than the other adverts. It is like a dairy as there is a picture of the pen on the side with some photographs. It looks like a dairy where someone records their memories.Our music video is based on the concept of 'memories' the idea of having photographs as a layout maybe a good idea because it fits with our theme. 

We would not like to use the layout above,as there isn't much information on band or music. The whole advert revolves around the band,because its the only main thing you see apart from the quote "In a Neverland kinda of way we haven't had to grow up yet..."

         

The quarter of the page covers the writing such as the heading and subtitle. "we're writing two new albums" is a very catchy because it makes the audience want to know what the two albums are. It's short but effective. We can use this technique in our music advert for 'the summer war'. 

Artist Research

The summer war is a band that consists of  three male members;
Tom Farr - Bass
Dave Ciaramella - Guitar
Jack Nolan - Drums
Influences:Lady GaGa, Avril Lavigne, The Olsen Twins

The music genre they use is alternative rock. By exploring their Facebook page and YouTube channel  i found out that the band does not make much of their own  music videos.Their YouTube channel only contains three proper music videos, two of which are lyrical. The band tends to make a performance based video.
Or lyrical as it is much easier, and cheaper.


As we don't have the right equipment to make a performance based video that will fit in with the other videos the band have made.We decided to make narrative based video that will have a little lip syncing.
While browsing on the internet, i realized that band makes a lot of music (audio) and not a music video for it.

http://www.reverbnation.com/thesummerwar