Professional Documents
Culture Documents
Men's Health
Film Poster
Advert
TV
Computer Games
Film
Top Boy/ 2
TV trailer
Case Study: 1
Alternative Representation of
men the Metrosexual man
(heterosexual men with feminine
characteristics)
Gavin and Joey Essex Makeover
http://www.youtube.com/watch?v=Q
qdcd6Af6EY
Analysing Representations:
The main consideration when you are
analysing the representations of men
and masculinity, will be regarding the
issues of fairness and accuracy and
what the representation is actually
saying to the audience
Alternative Representation of
Men Lifestyle Magazines
One media area that has developed
dramatically is mens lifestyle
magazines.
Aspirational role models
Concentrating on representing body
image the perfect body!
Images manipulated
Magazines refer to sex rather than
relationships
Mens Health
Visual codes
Layout
Language
How are
men
represented
here?
Mens Health
Image medium/long shot
Celebrity endorsement
Direct mode of address connotes seductive like
approach to a female audience.
Text reflects conventional language of womens
magazine 28 Day Abs, the hidden health risk,
reflecting interest in body image/appearance
Sex rather than relationship - If you understand her
needs you will get what you want
Target audience 25-40
Colour code Colour, although sometimes in
grey/black
Female gaze? David Gauntlett argues that men are
presented as beautiful and positioned in such
magazines.
Kerrang
Image medium long shot
Niche music magazine with celebrity
endorsement on front cover
Direct mode of address- group shot
Masthead is not all visible covered by image.
Representing the strength of identification with
the brand
Images and captions clearly relate to genre of
magazine. Not specifically related to
sex/dating/relationships
Bold typography fits with genre of magazine
Target audience - Attracting a young male
audience (18-25), aspiring musicians, interested
GTA 5
TOUGH GUISE
(Earp & Katz, 1999)
Relationship between
males & violence in the
media
THE MEDIA HELP TO CONSTRUCT
VIOLENT MASCULINITY AS A CULTURAL
NORM (EARP AND KATZ, 1999)
Common Masculine
Representations In The
Media:
The Action Hero
Strong, often angry, aggressive in the
extreme & engages in violent behaviour
WHY?
To make an interesting narrative or story (humour/intensity)
or to appeal to the audiences needs and desires (to make the
product desirable).
To comfort the audience by reinforcing their view of the world,
providing a sense of security or continuity
To promote or reinforce a particular view or ideology
To reinforce or challenge hegemony* (e.g. a male hegemony)
* - Power
To enable audiences to relate to the characters
To challenge audiences by offering an alternative perspective
Moneypenny
At the beginning of the film, Moneypenny (Eve) is Bonds
partner on a mission to recover the stolen hard drive.
M instructs Moneypenny to shoot at Patrice on the train, yet
Moneypenny is hesitant and instead hits Bond with her bullet. It
could be argued this suggests Moneypenny is an incompetent
agent.
Moneypenny only appears a few more times in the film; as a
potential seductress for Bond, rather than assisting him with
his mission.
At the end of the film, Moneypenny decides to retire as a field
agent and instead work for Mallory as his secretary.
M & bond
M may hold the highest position of power as the head of the Foreign
Intelligence Wing, but she constantly makes poor decisions that cost
numerous people their lives.
For example, Silva holds her responsible for being tortured by the Chinese
and plans a cyber attack against her and MI6. M is also forced to go on
trial to defend the competency of her programme.
M is asked to retire from her position, being informed she has become too
old to handle matters properly. Her position is then filled by a presumably
more capable man, Gareth Mallory.
Silva: Youre smaller than I remembered
Bond both kidnaps and recues M. This is surprising given M is Bonds
boss and in a superior position of power and authority.