MIGRAIN index

1) Media consumption audit
2) Reading an image: RBK advert analysis & own choice advert analysis
3) Institution: major media institution research and presentation
4) Institution: brand values
5) Institution: CoolBrands research
6) Narrative: narrative theory YouTube clip analysis
7) Audience: psychographics
8) Audience: audience theory blog tasks/questions
9) Audience: audience theory - dependency theory
10) Representation: clip analysis - dominant and alternative representations
11) Representation theory: 500 word analysis on blog
12) Representation: Media Magazine articles and questions
13) Ideology: BBQ QT analysis and binary opposition
14) Ideology: Media Magazine reading 

Ideology: further reading and tasks

The World of Mockingjay

The ideology that has been told in this article about 'The World of Mockingjay' is the differences between the poor and rich people in society. In the context section, it talks about how the poor people live without so much food etc and then linking it to the film (Hunger Games), it starts to talk about every year, 2 people get the chance to live the game where it is a last man standing game. The way to win this game is that you have to kill of the other person. In society, people would believe that this is wrong and fake because this would never be a case where this would happen and hardly, a poor person would get a huge opportunity where as the rich person would. Therefore, this section is telling the opposite ideology.

From all of the Hunger Game trilogy, the Mockingjay is the one movie out of them all that is all about the media; It can either be a movie that anyone can just watch and will be able to enjoy it or it's a movie where many people in society can have their own different belief that can be very negative. A binary opposition that can compare the two different audiences could be 'rational' and 'emotional'. I have chosen these two is because you can either have a person would just watches movie for entertainment or you have people that watch movies that just want to pick out the negatives about it and relate it to reality. Therefore, I believe that this is the ideology that the audience believe in as they have their own power.

They Live

The four accepted ideological beliefs written in this article are the following:

• Money = Happiness
• Consumer  goods = Fulfillment
• Marriage/Family/Children = Happiness
• Obedience/Work = Fulfillment

Gramsci's theory of hegemony

Gransci defined hegemony as an important way in which those in power maintain their control through consent, rather than the use of force. He argued that the power of ideology derives primarily from ideas and structures which support, and thus serve the purpose of, an elite social group which is able to dominate through ideas, rather than militaristic strength or fear.

Therefore, the way that I believe that this is creating power in society is because people across the media have come up with their own consumption's and if people believe that what this person is saying is true, then more and more people would start to believe that individual which would therefore create more power.

French theorist Louis Althusser

This theorist talks about how family, the media etc are the most common sorts of ideologies as we live through it everyday. The ideology of consumerism dominates and drives society. This is where the bigger idea of Althusser's theory comes in. He talks about how we should buy more goods and buy as much as we can because this is what makes everyone more happier in life as it is 'natural'. Therefore, the ideology in this article is about 'goods'. Some people may think that goods is the path to being happy which is talked about in the article. However, people may disagree with this because they may think that other things are the path to happiness.

Ideology and binary opposition

The binary opposition that I had picked from this clip is rich and poor. This is because they're talking about immigrants which is where many people would move from around the world to the UK because of the different lifestyle here compared to when they may come from. I had picked this opposition because the poor are the people coming into the UK and the rich people are the ones who were born and raised here and are living a wealthy lifestyle. 

The ideologies that I have noticed that are on display is cultural and social since it is all about culture and that's the reason why people may want to immigrate to another country. Also, I have spotted a political ideology; Many politicians are against the fact of having immigrants as it putting their country in danger and it is over populated their country, e.g. the UK.

Representation theories: blog task

The clip that I have chosen for this task is East is East. In this clip, it shows different types of groups which will be listed below and will show what if they're dominant or alternative and the stereotypes:

• The Parents

The stereotype in this clip about the parents is that they are Pakistani and will organised an arrange marriage for their children. This is a stereotype because it is would typical Pakistani and Indian parents do for their children. Therefore, this is known as dominant because it sticking with this particular stereotype.

• The group of young Men

The stereotype of these young men is that they usually like to have fun by drinking alcohol and this is a stereotype because this is exactly how most young men behave when they're are out with their mates and for this reason, this stereotype is known as a dominant. However, some people might be civilized and not behave like this as some people do in this clip, therefore they are then known as alternatives. 

• The young boy

In this clip, we see the young boy behaving quite rude which is alternative because a usual young boy wouldn't behave like this; they would most likely be really well behaved and very polite which is definitely going against what this boy is doing the clip.

• The Pakistani Family

This family has come from Pakistan to England to live the normal life and the son is trying to fit in as a normal British person. However, his parents are restricting him by getting him an arranged marriage which doesn't normally happen when living in England. Therefore, this shows that it's dominant and the stereotype is that Pakistani parents always want their children's to get an arrange marriage.

TASK 2

With this video, we can link it to many different representation theories. For example, I believe that this video can link to Richard Dyer, which is to do with stereotyping and power. From what was written above in the last bullet point, I said that 'The Pakistani parents' are quite strict and their lifestyles haven't changed even though they have moved to another country. Therefore, the way this links to Dyers theory because of how the Pakistani parents have still got more power than their children and will overrule them with whatever they say, as to them, moving to another country doesn't mean that they can act in a certain way. Dyer also talks about stereotypes of people who aren't white people, therefore this also links to the fact that this is a Pakistani family that has moved to England which means they are foreigners.

Another theory this links to is Perkins theory. This is because of how this theory talks about the different things being true and it also being a good thing. As shown above, I talked about how the Pakistani family is wanting their child to get an arrange marriage and this is true because this is a common stereotype with many Indian and Pakistani families which relates to the theory. However, in some peoples minds it may be a good thing because their parents have found their child a person to get married to. But in the other peoples mind, they may think it is a bad thing because the child themselves should find their own person to marry as this typical Pakistani tradition shouldn't be carried on when they have moved to another country and there will be less likely another person they could get their son married to.

My third theory I have linked this video to is Medhurst theory. This theory is about when a lot about something has been told to the audience in a short amount of time; I have linked this theory to where the audience find out a lot of the Pakistani group in a couple of minutes by looking at the extract of 'East is East'. The audience can learn a lot about the Pakistani culture in a small amount of time but can be very judgmental about a lot of things which could turn into racial comments by the audience which is also very negative which links really well to the theory of Medhurst. This therefore means that when the audience may view someone related to the Pakistani culture on the road etc, the audience can be very judgmental by think wrong about everyone associated with this culture which is a type of prejudice and discrimination. Therefore, this is why I beleive this video of the film can also link to the video as it can suggests a bad name to the culture and the audience can make up their own judgments up about this culture.

Year 12 cover work: Representation

THE FEMALE GAZE

1. First of all, this magazine is about how women nowadays who advertise for many products which involve showing their bodies are recently being criticized on how the person who is advertising looks. 
2. The film that has sparked this debate to happen is 'A Perfect 14'. This film talks about what beauty should actually be and what it shouldn't be. In other words, they are talking about having woman that have trained to do these sorts of advertising and not the natural woman around the world.
3. The male gaze is about having a male as a dominant view in the media which is almost as a benefit for the men in society and also gives them a upper hand than the women. This is different to the female gaze that has been talked about in this article because they're talking about how the female consumers think negatively about that because it doesn't seem that the are giving the correct information to the customers and the representation of it is false.
4. In my opinion, I believe that every women should get the chance to advertise if they feel that they want to. If the media thinks that  the people who aren't fit enough to do these different types of advertising because of their weight and how they may look, then I believe that it's morally wrong. I think that because it's going against human society and is putting a bad name to the media companies who do this. This is giving a bad impression on woman too. I also think that 'real' women are more put up for it because in the population of women, not many of those women would try to slim down or look better just to get the products that are being advertised.

Representation Old and New

Introduction and Representation and the Mass Media

In the introduction, it talks about how we don't see life for what it really is; we see it from someone else's point of view and how their point of view is different to what actually happens. Therefore, it says that this is how the media is 'summed up'. Media is about how stories around the world can completely differ to what really has happened and yet the people who are on the media 24/7 will believe the false information given to them.

The How, Who and Why of Representation

When people analyse the different types of representation, the people who always use the media think to themselves who creates this piece of text. That's why people consider these following for things:

• the expectations and needs of the target audience
• the limitations provided by genre codes
• the type of narrative they wish to  create
• their institutional remit.

Another approach to ideology - the work of Stuart Hall
Stuart Hall believes that the media have written what they have in the correct way without any of it being false. However, the people who look at the media give their own interpretation and this is why they believe that, that certain text may be false to them due their own interpretation.

Representation and new media
This is talking about how when people are using their social media accounts, people get an idea of that certain person when the upload certain things about themselves, e.g. It's like making a new friend and getting to know different things about them very quickly.

In my life, I do tend to post a lot of different things on my social media accounts, such as Twitter and Instagram. When I do post things on my account, I am very aware of the things that I post on these account which is why I always double check before posting. I do this because sometimes if I post, it may not be a good idea to depending on what may have happened but I don't try to post things that people don't already know about me.

In my opinion, I believe that the audience is in more power of the media because once the media has been posted on the internet etc, the media doesn't really talk any more of it. It's  the viewers who talk about it everyday which is why I believe us the audience are in more power and in control of the media because we can twist the definition of what the media has posted and make it sound even better or make it sound that the particular media could be lying about something.