Genre - 'The good, the bad, and the ugly'

The film: 'The good, the bad and the ugly' is typical to its genre because it uses generic codes and conventions: Iconographies, narratives, representations and ideologies.

Iconography is shown by visual symbols that are decoded to establish genre. The audience establishes that it is a western film as it is shown to be set in the 18-19th century, it is noticeable that the location is in the middle of nowhere, its sunny, and there are mountains in the background. Each signifies what would fit into a western genre. There are even more iconographies, like; the outfits of the characters (guns, hats, belts, clicking boots), the music, even the sounds of the birds in the background to signify the 'old west'.

The narrative of the film is the idea that there is a hero and a villain. In one particular clip, three men are shown having a 'staring contest' as it were, in preparation to 'draw' (a western term for what cowboys used to typically do in western times). The audience is given the idea that there is a hero and a villain in this scene, and the one that dies is most probably the villain. The character roles are each focused on with the camera, in close focus on their faces, especially their eyes - this is a typical western camera angle, and therefore presents to the audience the idea that it is typical to have angles like this in western films.

The representation of the clip is over powering to men. There are no women in the entire scene, therefore giving the audience the idea that men are the most important part in the scene and dominate the danger rather than the women getting involved in it as well. This could relate to the stereotype in films that the woman is the 'damsel in distress'.

To be continued...

James Bond Scene - Male gaze theory

The James Bond franchise is a clear example of film objectifying females and forcing the audience to view females via the male gaze. The scene within, "Die another day" when James Bond meets the character Jinx demonstrates my previous statement by objectifying her using the male gaze theory for the audiences pleasure as well as Bond's. The text starts with a shot through binoculars (Bond's view), and slowly moves from the architectural views to Jinx as she progresses to coming ashore. As Bond is shown getting a better view of her, she is focused into the centre of the shot, in slow motion. Jinx is also seen to be wearing make up coming out of the water, her flawless skin and lightly dark eye shadowed eyes creates a hyper reality - creating the postmodern perspective of the theory of looking into a fake reality.

The lingering of this scene where Jinx is coming out of the water is purposefully put in to objectify her. The fact that she is in a bikini and slowly comes out of the water forces the audience, male or female, to 'gaze' at her in such a way that presents her as an 'object'.  

Bond is seen admiring the 'view' as she thrusts her body back and forth whilst walking up to the restaurant. The part when Bond says "magnificent view", he is referring to Jinx, not the ocean. She replies with "It is isn't it. Too bad it's lost to everyone else" - this then creates the idea that Jinx is only there to be admired, she only exists in relation to the male. The first conversation revolves around Jinx being unlucky and talks about how her past relationships haven't worked out. This automatically creates the idea that she is dependent on men and is looking for a new relationship. When Bond is talking to Jinx, he is shown behind her, towering over her in a way, the camera is also shown looking up at bond and down at Jinx, giving him the authority. Bond soon asks "How much time have you got?" obviously referring to 'taking her home with him' She then answers "Until dawn." Presenting the idea that she is willing to do so. Giving her the stereotype that women are only there for the men's pleasure.
Throughout the scene, the audience is unknowingly put into the position of a heterosexual man; this also relates to the idea of 'masculinisation' of the viewer. Even women are put into the males' position of the male gaze.
As Jinx is shown to have a good body, and is objectified as well as admired by Bond, women automatically compare themselves to Jinx and desire to look like her.

Megan Fox representation - Transformers

In the popular phenomenon 'Transformers', Megan Fox is argued to be in it purely because of her good looks, figure and sexualised reputation. There are several scenes in the film when Megan is shown wearing provocative clothing and hanging on her jock boyfriend. These are two representations of women in the media that come across as the way we are realistically: Sexualised and dependent on men. For example, in one particular scene, Megan is shown leaning over a car 'fixing it', whilst in a very sexual position and showing much of her skin, therefore creating the male-gaze theory and giving her the stereotype of a sexualised woman with the 'perfect body image'. The picture is below.

However, as the film progresses, Fox is seen doing almost as much work as the main guy Shia Lebouf. Taking care of things on her own and showing that she is capable of doing everything independently. This is a positive representation of Megan as it reveals that she is not just on the show for looks, but for women to see that they have just as much power as men do.

In conclusion, Megan Fox is represented in such a way that is sexualised, but at the same time independent as the movie progresses. She is the ideal woman for men, therefore she would appeal to guys interested in the film, and she is also the woman that so many girls idolise for her good looks and figure. Which can be both positive and negative.

Mean Girls trailer

              

In the trailer of the popular chick flick 'Mean Girls' there are a few mis-representations of women. For example: one scene in the trailer features a blonde with the commentator saying "The dumbest girl you will ever meet" - this stereotypes the blonde automatically, showing also her thin body and unintelligent lines various time throughout the trailer.

All three girls or 'Mean girls' are shown to have good bodies, popularity, wealth and are mean. This is also a stereotype of women in America and what they look like as well as how they act.

Another point I want to make is the way the girls are sexualised in the film. They often wear (besides Cady until the end) revealing clothing showing a lot of flesh and therefore creating the 'male-gaze' from the way they dress. It also shows how Cady's dress code becomes more and more provocative as the film progresses, creating the idea that girls have to show skin in order to be popular and to gain attention.

We also have a stereotype of homeschoolers - Cady is a 16 year old who was homeschooled and grew up in Africa. She is instantly shown as innocent, non-fashionable, doesn't wear revealing clothes and isn't shown to have the perfect body. Therefore creating a stereotype of homeschoolers.

However, looking at the poster cover for the film, almost creates a positive representation of the girls. This is shown by not having any men on the cover, revealing that men are not an important part of the film. This means that women are the dominating characters and that the film doesn't revolve around boys. This is a positive representation of women as it perceives the fact that girls can be independent and in control without needing a man to be the stereotypical 'breadwinner'.

In conclusion, Mean girls has both positive and negative representations, is a mainstream film and is aimed towards stereotypical girls in high school these days.

Uses and Gratifications - LOST

LOST
The uses and gratifications model suggests that audiences are a mixture of individuals that select media texts that best suit their needs of consumption.
The audiences that view particular media texts is due to their background, culture, age, needs and desires. For example the famous TV show 'LOST' would appeal to many ages, cultures and backgrounds as it portrays characters of many different races, cultures and ages. The show is aired on Sky1 but it could be argued that it used to be a niche show as you needed a certain sky player to watch it. Now it is considered mainstream and is well known in the UK.

Many of the characters on the show are from different places in the world. For example Claire, is a young, pregnant woman from Australia, and Jin and his wife Sun are a couple in their mid 20's from South Korea. Each character from the show has a background that different people can relate to in different ways. For example Kate is a young woman who has been on the run for a long time from the police for an accidental commitment of crime, and Jack is a doctor from America who eventually develops a love interest for Kate. Charlie, is a young guy who's life of being a rockstar was progressing to go downhill as his addiction to drugs got worse before he crashed on the island, and Michael, a black-American guy in his mid 30's who has a broken relationship with his 12 year old son. All of these character's background's are presented to attract people who are in the same situation as them. Therefore, making it a mainstream audience. There is a big age-range in the show, going from 12 to 65, all of different genders, races and cultures. Because the show has an ensemble cast, it is going to attract people of different ages, cultures and races.

Lots of people, myself included, watch this show for entertainment or escapism. Sometimes people enjoy putting themselves in other peoples' situations to see what it would be like if it actually happened. Of course the show is unrealistic in particular ways, for example the resources they have and how they get enough food etc. is never mentioned, but automatically makes audience assume it would be possible to survive the way they did and to experience all of the things they did as well.

The mode of address for this TV show would be an ensemble cast, as the characters all come from different places, cultures and are of many races. Another would be the non-diagetic music used in the show, this is used to produce atmospheres for certain scenes. For example fast paced music would be used to create an intense scene and slow, lyrical music would be used to create an emotional scene; making the audience feel what they are meant to feel during the specific scene.

In conclusion, the uses and gratifications of LOST would be that people watch it for entertainment or escapism, personal backgrounds as they can relate to it, and for pleasure as they enjoy putting themselves in situations different to theirs. People watch the programme for all different reasons, and an ensemble cast and how people relate to it is a big part of why that is.

Niche And Mainstream Audiences - Definition

There are two different types of audiences in the category of A2 media; Niche and Mainstream. A Niche audience being one that is particularly small, unpopular and only known to a small range of people, for example 'Indie-rock' music. A Mainstream audience is one that is known to a wide range of people, for example X-factor (aired on ITV) is very popular in the media therefore a lot of people know about it and watch it, especially people who are aiming to get somewhere in the music industry or purely enjoy watching it because it's on. The X-factor is easily available as it's on at 8pm, which is when kids get home from school and adults get home from work - a perfect time for them to switch on the TV and watch the programme. 

Niche audiences tend to watch/read texts that are interesting to them in particular, 'Indie-rock' music is something that very few people listen to, purely because it is not in the charts, not discussed often and not as popular nowadays. Audiences who listen to Indie-rock music tend to be people that are more individual in their tastes and opinions, usually teenagers or young adults who are discovering who they are will be the main audience. Noah and the whale are a band who's music is not appealing to everyone, they have only had one song in the charts and people may have heard of them due to that one song. Furthermore, the mode of address for the band would be informal, as the things they sing about and represent are aimed more towards people who are young, free, in love, reckless and enjoy indie-rock styled music and more.

There is the question that has been brought up about whether or not you have to be a passive or active audience to watch/read Niche texts. This all comes down to whether you are actually interested in the text, or just watching it as a past time. For example audiences who take the preferred reading would watch/read/listen to texts and easily take it in without questioning it. However oppositional audiences would not take it in because they question it.

Mainstream audiences would be involved in the texts for entertainment or social integration, some may feel they need to watch mainstream texts because it makes it easier to be involved in conversations with friends, family and any type of social life. Because the show is aired on ITV, it is available to a wide range of people browsing TV to fill time or to be entertained.