Feminist Analysis Of Media Perverts

Media Analysis Essay

Introduction

In this essay, I will look at GMFF5/ MELE MEL & SCORPIO / SALT N PEPA /KIA COMMERCIAL and KIA Forte 2013 Super Bowl Ad - "Hotbot" Female Robot. I will also look at a clip from Mona Lisa smile and the short film breakfast wine.

Aim of Assignment

The aims of this essay are to define five types of analyses in Media Analysis and to apply these analyses the two commercials by comparing them using (the analyses are Semiotic, Feminist, Marxist, Social and Psychoanalytical analyses). To view a clip from Mona Lisa smile and the short film breakfast wine and to apply Stuart Hall’s Audience Reception Theory to them by comparing them also to identify the genre that the films fall into.

Objectives and Methodology

I will

Theorist definition of Feminism – Gendered Media Consumption

A primary way in which media distort reality is in underrepresenting women. Whether it is prime-time television, in which there are three times as many white men as women (Basow, 1992)

A critical Feminist analysis of both advertisements

What is Social Analysis

The Understanding of how media producers apply market segmentation techniques, for example demography and behavioural analysis e.g. targeted TV advertisements. Audience as market.

Theorist definition of Social Analysis

In fundamentalist Marxism, ideology is 'false consciousness ', which results from the emulation of the dominant ideology by those whose interests it does not reflect. From this perspective, the mass media disseminate the dominant ideology: the values of the class which owns and controls the media. Per adherents of Marxist political economy, the mass media conceal the economic basis of class struggle; 'ideology becomes the route through which struggle is obliterated rather than the site of struggle ' (Curran et al.

The oppositional code rejects the encodings of media producers.

Which of Hall’s positions / readings I am adopting (dominant, Oppositional or Negotiated)

In breakfast wine I take hall’s position of dominant. For the short film I take dominant position as the small local pub with just the two men is a norm across rural Ireland. The pub owner problems are also quite a norm being up to his head in bill is a norm for a small rural pub in Ireland with only an handful of people going there. Also the lady’s problem of being abusied is not that common but still happends not just in rural Ireland but around the world.

In Mona Lisa Smile I take hall’s position of dominant. I take a dominat postion for this scene as I do believe that woman in the timeframe that mona lisa smile is set in do only see woman has the housewife that there life revoles around the man and the housework. I also believe that woman at the time were learning that this frame of mind was wrong and learning to be more independent.

Conclusion

In conclusion I agree with the short film and the clip from Mona Lisa Smile that they are true represation of true events even if more stylised for the big screen for more dramtic effect.