For:
♥ Hegemony is glossed over as entertainment to maintain and set the power of the elite
♥ Antonia Gramsci=It is so successful that it become common sense
♥ Rupert Murdoch owns 40% of the media so his ideologies and views are likely to be reflected in the texts we consume. He owns 18% of ITV, Sky, Fox Broadcasting, The Sun, The Times. He is part of the white middle class demographic that impose right wing policies
♥ Impossible for the mass media to reflect the wide range of opinions that exist in society when controlled by the so few.
♥ Injects passive audiences with ideologies
♥ Bobo doll experiment- how audiences are passive
http://shrek-2.blogspot.com/2007/05/bandura-1965-bobo-doll-experiment.html
♥ America itself is a hegemony- has influence over the United Kingdom
Against:
♥ Effect theory treats children inadequately
♥ Uses and gratification theory- suggests audience actively consume texts and for different reasons
♥ No text has a single meaning- therefore some texts that generate humour may not be funny to all audiences
♥ People are individualist and pluralist.
Genre:
For Arthouse:
♥ Watch them west end cinemas, not played at local cinemas
♥ Changing and different
♥ Educational- clockwork orange- Russian slang is used- audiences learn something new
♥ Unconventional
♥ Active audience create their own interpretations
♥ Low budget hard to market- relies on methods like word of mouth, you tube/viral advertising- cheap
♥ Original, artistic, changes conventions
♥ Has both realistic and unrealistic films
♥ No preferred reading
♥ Auteur- own unique style e.g. Tarantino
Against Arthouse:
♥ niche audience
♥ low quality
For Hollywood:
♥ aimed at mainstreamer and aspirers
♥ gives celebrities, escapism, entertainment, quality- money worth
♥ Blumer and Katz- personal identification with characters and the audience aspire to be like these characters, emotional interaction with them it what the audience want
♥ follows Todorov and Propps’ theory on narrative
♥ audience don’t want change- they like the repetition it meets their expectations
♥ mainstream
♥ “No good and bad films but there are good and bad directors.”
Against Hollywood:
♥ Repetitive
♥ not original
♥ conservative
♥ money drive institution
♥ endless budget- helps with marketing films
♥ formula sells to a passive audience
♥ relies on sequels, remakes and adaptations- no writing talent
♥ outdated 1950s institution
♥ tool of control for the hegemony
Women
For:
♥ Women careers end as they get older
♥ “Zoo” and “Nuts” have naked women in the magazine- reinforcing how they are there just to be “looked-at-ness”
♥ Pepsi advert- Britney spears a sex symbol is present with a phallic object to help sell the drink
♥ The sun’s page 3 girl- fetishised to appeal to men
♥ Sex and the City- women in that show are shown to be skinny and beautiful promoting the qualities Laura Mulvey states on how women are there purely there to be “looked at ness”
♥ Most men take lead roles- audience identify with the man
♥ More successful male directors
♥ Dove campaign- promoting how women need these products to look good
♥ Women are remembered for their looks
♥ Music: 50 cent, Jay Z mainstream hip hop artists portray women being inferior to a man by referring to them as “bitches” and try to represent them as only being good for only one thing.
Lil Kim – promotes sex because she feels she has to conform to stay in the music industry
Against:
♥ Enough- show women to be strong and independent
♥ Sun editor- Rebekah Wade- has authority and integrity
♥ Diet coke adverts- men are being objectified
♥ Feminism has helped women become powerful and equal to men
♥ Casino Royale (2006) show Bond emerging from the water making him the object of the “female gaze”
♥ Dove campaign show curvy women
♥ Women are in more professional jobs and are highly educated- they have more to offer then just there looks
♥ Examples of Women who are dominant, independent and successful:
Monica in friends- is dominant over chandler
Lara Croft in tomb raider- fights against the male antagonists
Charlie’s Angels- don’t use guns – no phallic objects
Thelma and Louise- empowered women as they shot a man
♥ Women are more sexually assertive- Samantha in “Sex and the City”
♥ Cosmopolitan- allows women to gain the same sexual pleasures that was once only acceptable for a man to have
♥ Femme fatale- women are in control, they have to power to trick weak men
♥ batman and superman are dressed in tight costumes suggesting neither women or men are being or objectified/ both women and men are being objectified but a reason could be the it is a convention of the mise en scene of the genre of superhero/action films
♥ men these days are under as much pressure as women to look good and try to satisfy the women desire
♥ matriarchal society
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