DAVID GAUNTLETT - GENDER

TO WHAT EXTENT DO YOU AGREE WITH THIS HYPOTHESIS IN RELATION TO PRINT ADVERTISING IN THE UK?

David Gauntlett’s theory of identity – now living in a world where the meaning of gender is increasingly open

Modern day advertising in typically oppose previous views, in the world and web we are within we are much more open to new views and concepts. To the great extent the views on gender have been moved, in previous eras the expectation of men and women were very set in their own ways. Women expected to be simply house wives and connotated with being weak, men similarly being only tough and stubborn – this is distorted as now we see no expectations as there are many power empowering women figures and men can be exposed to showing emotions, getting advice and problems within their masculinity. Due to things like Web 2.0 we can construct our own media (using things like YouTube); creating our own identity in unique ways. Tradition isn’t followed, typically media such as magazines in the past would be plastered with pretty, perfect natural women showing nothing but delicacy. Magazines such as CoverGirl clearly reflect this in the cover. It wasn’t until 2016 that their first ever CoverBoy was introduced – James Charles. This breakthrough opposes many old traditional, old-fashioned views! The main one of which being the concept of males being associated alongside makeup, the introduction of sites like YouTube help embrace and encourage those to follow whatever path they want. With the increasing number of male makeup artists alongside females. Statistics show this as ‘Mrporter.com reported a 300% growth in men's beauty and grooming products in 2015’. Freedom is much more present, supporting David Gauntlett’s theory of identity, speaking that society is much more accepting and open to each and everyone’s individuality.

In some ways, society isn’t fully accepting of everyone. Chanel have recently released a new makeup like called ‘BOY de CHANEL’ in some ways this shows new views.

Enhancing and encouraging that makeup isn’t only for one gender it is for whoever shares the love and the desire to wear it as they say in their campaign. Although, this is still opposing the idea as they have had to specifically make a line of makeup of which they delicate to boys.

Why not just have makeup as a general? With both male and females wearing the same items? The Boy range follows sleek black packaging’s, very plain whereas some of the other makeup – clearly in this case the items Chanel have directed at women reflect more colour. They have even gone to the extents of creating a lip balm, simply for boys. 

Overall, I do agree with the hypothesis that in this day and age we are becoming far more open to the concept of gender. As a generation we are far more accepting and have greater respect for peoples individualities. I would not say we are completely open as certain things can still alarm us but in general, I feel the concept behind stereotypes is slowly being defeated and destroyed.

Roland Barthes: Semiotics

Roland Bathes was a well know French literacy theorist who died at the age of 64, he came up with many meanings and concepts we follow, such as the development of semiotics and anthropology. Semiotics is the concept of cultural signs and symbols containing meanings. Bather explored the differences with styles of texts such as readerly of which said have a constructed, intended meaning unlike writerly. Roland Bathes acknowledged something he called the 5 codes, 5 elements of semiotic which are within most texts. These are; Hermeneutic Code (voice of truth), Proairetec Code (empirical voice), Sematic Code (voice of the person), Symbolic Code (voice of symbols) and Cultural Code (voice of science).

An example of theeHermeneutic Code is in Naughty boy - Runnin’ music video, this is as the video initially begins with simply an underwater shot with fishes swimming and bubbles moving. The artist isn’t present in the scene and so links to this code as the story isn’t explained and so the audience raises questions which need to be explained. The Proairetec Code can also be answered through this, as the video continues there are people alone running under-water who eventually meet together which refers to the lyrics "chasing you”.

Overall, he describes a text as “galaxy of signifiers, not a structure of signifieds” leading onto saying “we gain access to it by several entrances” hinting at the idea that texts have multiple meanings behind them; as he says texts are either ‘closed’ or ‘open’. The definition of signified is critical to Barthes ideas, the idea behind this what an image or concept may stand for; real thing, stricter reading or a sense impression. Whereas, a signifier is the image used to stand for something else. Additionally, denotation comes up regularly within his work showing the explicit and direct meanings directing the reader to signify something specific and connation is a meaning hidden behind symbols and signs, it has a secondary meaning apart from the typical explicit one.

The concept of Semitics is the study into the meanings created and how they can be communicated, actions and thoughts we automatically link dependant on our ability to interpret them instantly. An example of this is upon food items, typically we associate red with a signal for stop or danger and in this case, it is saying the item is very high in sugars and opposing this we associate green in this context with healthy and good for you.

'Ya Mama' Fat Boy Slim

Representations of artist are constructed in this music video? The use of camera, editing, mise-en-scene help to construct this

Fatboy Slim was a world famous, popular artist within the era of the 1990's. His real name is actually Norman Cook and is, a English DJ, musician and also record producer. Fatboy Slim was a name created to oppose major contradiction in the world - this thought is presented through his videos. However, Normal Cook says he is a 'club DJ. I am not a pop star" this ay suggest his laid back attitude already. From watching documentaries and his own music videos I can tell he has a very open dialogue with his directors and cast. Fatboy Slim personal hates music videos and everything they stand for and so he simply has immense trust with the directors and has little to none influence over them. No storyboard to show, no grand budget (his "praise you" video budgeted under £30,000 when regular videos average a budget of around £160,000 to £400,000.

"Ya Mama" video repeats the lyrics "push the tempo" over and over again this reflects the whole style of this song - up beat. This links to Fatboy Slim as he appears as a very energetic musician, and may possibly link to his DJ previous life. Additionally, this sense of craze is connotated at as the actors revert into uncontrollable dance at the amaze of the tape. The music video was filmed upon a village what was built for the purpose and later destroyed, this was very unusual as it was an empty area and so people wouldn't have expected a production music video being based there. The structure to this video is known as a narrative, the entire video flows naturally, in an understanding order. The video follows one of Roland Barthes 5 narrative codes; the Hermeneutic code, this code refers to mystery and confusion for the audience and the beginning of "Ya Mama" clearly identifies this as the main character sits alone painting pottery. This confusing was intentionally created by Fatboy Slim and his marketing video team, this is as he always aspires to videos of which ' reject what society sees as normal'.

Fatboy Slim created a documentary titled "Why Make Videos", this 20 minute video Normal Cook explains his views behind the concept of music videos. Cook was someone who didn't rely on storyboards and in depth detailed planning to his videos. The only thing Fatboy Slim makes prominent is all his videos follow the same concept of amusing, puzzling and peculiar music videos. Frequently, intertextuality is referred to in his videos, he references a lot to other films but these would only be picked up if you are personally aware of it! Fatboy Slim came into conforming to music videos only to gain purchases of his songs, he needed physical sales due to no streaming available like we have today; medias such as YouTube, Spotify and Vevo and many more. MTV top of the pops and many similar TV streaming sites were where all artists aspired to be shown on, he created many of his videos to simply be relevant enough to be shown - promoting himself.

DRY YOUR EYE

60 SECOND FILM 

The Streets - Dry Your Eyes

'YA MAMA' vs 'UNFINISHED SYMPATHY' Key Words

NATURALISTIC MISE-EN-SCENE

This is a realistic style that appears natural and recognisable to viewers, not the oppose versions of fantastical or theatrical mise-en-scene. the objects and world flow the law of nature and society and the elements of mise-ene-scene all have a logical relation. 

LINEAR NARRATIVE

These are stories presented in a logical manner by telling what happens from one point in the story to another without the introduction of flashbacks or flash-forwards and returning to the present. Story including characters, setting, climax, plot and resolution.

NARRATIVE DISRUPTION

A disruptive moment within a film, when all points turn afterwards. 

NATURALISTIC 'UNFINISHED SYMPATHY' VS NON-REALISTIC 'YA MAMA' 

'Unfinished Sympathy' is a naturalistic video, this is because the world surrounding, characters and all objects within the video are logical and recognisable. As Shara Nelson walks down the street there are no abstract characters or abrupt things happening, they're are typical parents and children walking down the path. The video is filmed in LA, not the glamourized areas is it just a street which they have felt is fitting. There is no real staging to this video, it is a very casual video and could be misunderstood for anyone walking down the street.

Whereas 'Ya Mama' seems very theatrical staging, there is clearly set ups for this video. Within 'Ya Mama' there are many small signs of which show the thought and staging into the mise-en-scene. One of which is the sign within the police station suggesting mugshots with the title 'problem people' above typically this is a very simple working and wouldn't be used with referring to criminals. This shows the lack of professionality with the people of the town, the most wanted people there are just being described as a 'problem'. Even the outside of the actual station, you would expect them to be a highly professional building due to its such high authority – when in reality the outside of the building is spelt with ‘POLIS STAZION’.

IS 'YA MAMA' A LINEAR NARRATIVE AND WHY IS 'UNFINISHED SYMPATHY' NON-LINEAR 

I believe 'Ya Mama' is a linear narrative this is due to it telling an actual story. Although the story may be an abstract one of which, it still contains a plot and a steady progression as the video continues. The definition of a linear narrative is one of which stories are in a logical manner and when watching Fatboy Slims 'Ya Mama' there is clearly a flowing order of events; such as he gets the cassette through the post and after this the story evolves as the music sends them all into uncontrollable dance and so they expose it to the whole of the market, influencing all. Fatboy Slim's video contains characters and its very own plot- the music. Also, a resolution which in this case is when they all get taken by the police and taken to the station. This resolves the issue as it stops the music and so the market and community can continue back to their regular routine. 

On the other hand, Massive Attack's 'Unfinished Sympathy' doesn't necessarily have it's own story to it and so it is called a non-linear video. The whole concept of this video doesn't have a direct storyline to it. Massive Attack's video does show some background stories, with deeper meanings, though in reality there is no exact clear story. If you look into it more you could identify satires such as the man on the skateboard - overall Massive Attack's video doesn't show this story.

AT WHAT POINT IN 'YA MAMA' IS THERE A NARRATIVE DISRUPTION 

Within Fatboy Slim's video there is a clear narrative disruption, this disruption sets the whole scene and concept for the length of the music video. The video starts with the man painting pottery in his kitchen watching the 1940s created kids tv programme ‘Tom and Jerry’. This is a destructive tv programme as the two characters constantly fight each other, this could be used to foreshadow the carnage that is soon to occur. After this scene the post man arrives – at this moment it’s exact lead up to the narrative disruption. As he hands the parcel and the moment the cassette is played the equilibrium is changed, they all turn into uncontrollable dancing one by one in the household by the powerful, overwhelming music. They then continue to distribute the song by spreading it to the whole market – making everyone to ‘push the tempo’. Without this we would assume he would have carried on painting the ornaments watching the tv, but now from that one moves the whole market has been possessed-like from the one song. 

Massive Attack - Unfinished Sympathy

Explain how representations in music videos are chosen to promote the artist(s). Refer to one of the music videos you have studied to support your answer

Music videos are typically a form of media to enhance the artists views and also prompt their image as a whole. These allow the artists a way to reflect their passion of their songs and creativity through different form due to there being visual provided to the audience.

Massive Attacks "Unfinished Sympathy" which was released I February 1991 and within the song there is a frequent occurrence and motif of heartbreak. The guest singer in the video, Shara Nelson, expresses a relationship of which she clearly has loved someone more than they loved her in return. In the video she is wearing full black long clothing, this colour typically is connotated with mourning. This could emphasis the mourning of her past relationship, this is also hinted by the lyrics of  "he's got my mind and body aching" suggesting she can't get the idea of their relationship out of her head; it is constantly dragging her down. Throughout the video there are many things included in the background that would distract anyone, however Shara Nelson in the foreground takes no notice and is oblivious to it all. Trolleys just positioned in the middle of the pavement, people trying to distribute leaflet, even drinkers on the streets. Drinking alcohol from brown bags in the daytime isn't anything new to some places, they drink through these as they hope police officers are less likely to question asking - what is in the bag. Additionally, behind the lead singer there is a disabled man riding on a skateboard, this is something you wouldn't expect, the camera tracks in and out of him showing him left alone and abandoned. This catches your eyes as we would typically expect him to be using a wheelchair, the would be due to areas such as the NHS which us in the UK are very familiar with. All of these aspects combined reflect the deprived Los Angeles, not the glamourized version of LA of which many connotate when referenced the idea of this city within the state of California.

Massive Attack are a band which typically create serious style music videos, their videos are of a real style the polar opposite of artists such as Bruno Mars whose videos are aimed at flashing cash and faking reality.This music video may seem very straight forward, but the underlying meaning shows Massive Attack to take situations seriously. This is shown as the video is clearly very though out, to be able to complete this all in one shot and for no mistakes to occur for 5 minutes 20 shows that everything was very organised and in the correct position. This shows Massive Attack must care about their appearance through music videos, unlike Fat Boy Slim; who has no input or care when it comes to his own music videos

Going back to the beginning of the video, the first seconds exhibit two Chinese stress balls. This shot is then zoomed out with a gang of around 9 members, this group appears intimidating due to positioning of them and the camera and also the mise-en-scene used. By combining these scenes throws the audience off as undoubtedly stress balls are for relieving, however in "Unfinished Sympathy" this is juxtaposed as the members appears to be holding the ball, and obviously these two wouldn't be typically paired together. These present non-diegetic sound as they hit together producing a clinking metallic noise. This music video taken in one shot therefore meaning no editing took place. This means as they exit from the scene following the gang members the flow to the main character which is singing about her heartbreak. As this transition is put across the camera turns to a graffiti covered buildings and grimey streets. Covered end to end with rubbish. Then, a young boy is shown... dressed in a cap, bomber jacket playing casually with a toy gun on the streets. The guns aimed at camera, this shows they are normalising these sort of actions within society, showing the disregard and symbolising it is the normal at the time within that area of Los Angeles especially; the video was filmed from streets of South New Hampshire Avenue all the way to West Pico Boulevard. All along these lanes people are loitering reflecting the constant struggle of social deprivation.

Around 4 minutes into the video there are clearly people on the streets vandalising and being destructive to their neighborhood, throwing what appears to be fruit or vegtables from a shop. This could possibly be onto cars, they are doing this willingly showing the lack of consideration of the area. Openly destroying their neighbourhood. At this point in the video Shara Nelson is shown from the back, the camera has  moved to be tracking her from behind, following her footstep as she carries on down the path as her last lyrics sung was "I'm missing every part". Throughout the scenes in the music video, Shara Nelson directly looks down the camera, this suggests the only thing on her mind is her last relationship and by the camera focusing on her, positioned directly in the middle of the frame shows that the main spotlight on the music video is her, only.

Media Terminology

SOCIAL REALISM
Filmmakers who draw attention to everyday conditions

INTERTEXTUALITY
The shaping of texts' meanings by other texts n
Media is formed and shaped by all media before
e.g. author transforming/ borrowing another text

NARRATIVE
Media terms of story telling (organised for a meaningful story) connected events

DIEGESIS
Story telling by a narrator who summarises events in the plot and comments on the conversations, thoughts etc. of characters

IDEOLOGY
A world view, system of value, attitudes & beliefs held by individuals / groups or society to be true or important; shared by a culture or society about how they should function
View points

POSTMODERNISM
Looking at earlier style

OPPOSITIONAL READING
This is when the audience are in complete disagreement with the product's message or setting