Explain how values and ideologies are communicated by media language
used in the Close Study Product Score hair cream advertisement and That
Boss Life.
THEORISTS
● Butler - gender performativity
● Bell hooks - European beauty standard, intersectionality, ‘emotional suicide’
● Van Zoonen - male gaze
● Todorov - narrative theory
● Propp - character archetypes
● Semiotics
● Barthes - mythology
● Gauntlet - fluidity of identity
INTRO: Views on gender and how they are not fixed.
- That boss life is targeted towards a more modern audience however 1967
Score is targeted to a more traditional older audience - different views on
gender and representations.
- Target audience of hegemonic men differs from a more feminine audience
THAT BOSS LIFE:
Manny a gay Latino (intersexuality - bell hooks) does not perform (butler)
typically masculine actions/traits ‘lets get bossed up’ (crouches and expresses
with his hands on face daintily) the way he says it is in a softer more chippy
pitched stereotypical feminine tone - oppositional to the deep rough tone for men
in the media
- Provides a ritual/ template for audiences to assume as socially acceptable
male identity. (butler)
- HOWEVER, Butlers ‘parodic representations’ Exaggerate reps of
homosexuality exaggerated masculine or feminine behaviours - overly
camp behaviours of Gay men.
- Shayla is given a dominant role - hand on hip and flips hair asserting
dominance as bell hop stole mascara, takes initiative in saying ‘lets get
bossed up’- challenging glare (direct gaze - bell hooks and slaves).
Subeverts Van zoonnes - ‘restricting females to secondary roles’
- HOWEVER, reinforcing narrow beauty ideals - shayla straightened hair to
conform to western beauty standard
SCORE:
- The man is held up with a litter - positioned at top of mise en scene =
higher status dominant power given ‘God-like’ status
- Show his muscular figure holding rifle connotes violent power and
adventure (provide rituals) hegemonically masculine - strength power -
someone who is ready to fight - the male body in westenused media allows
used in the Close Study Product Score hair cream advertisement and That
Boss Life.
THEORISTS
● Butler - gender performativity
● Bell hooks - European beauty standard, intersectionality, ‘emotional suicide’
● Van Zoonen - male gaze
● Todorov - narrative theory
● Propp - character archetypes
● Semiotics
● Barthes - mythology
● Gauntlet - fluidity of identity
INTRO: Views on gender and how they are not fixed.
- That boss life is targeted towards a more modern audience however 1967
Score is targeted to a more traditional older audience - different views on
gender and representations.
- Target audience of hegemonic men differs from a more feminine audience
THAT BOSS LIFE:
Manny a gay Latino (intersexuality - bell hooks) does not perform (butler)
typically masculine actions/traits ‘lets get bossed up’ (crouches and expresses
with his hands on face daintily) the way he says it is in a softer more chippy
pitched stereotypical feminine tone - oppositional to the deep rough tone for men
in the media
- Provides a ritual/ template for audiences to assume as socially acceptable
male identity. (butler)
- HOWEVER, Butlers ‘parodic representations’ Exaggerate reps of
homosexuality exaggerated masculine or feminine behaviours - overly
camp behaviours of Gay men.
- Shayla is given a dominant role - hand on hip and flips hair asserting
dominance as bell hop stole mascara, takes initiative in saying ‘lets get
bossed up’- challenging glare (direct gaze - bell hooks and slaves).
Subeverts Van zoonnes - ‘restricting females to secondary roles’
- HOWEVER, reinforcing narrow beauty ideals - shayla straightened hair to
conform to western beauty standard
SCORE:
- The man is held up with a litter - positioned at top of mise en scene =
higher status dominant power given ‘God-like’ status
- Show his muscular figure holding rifle connotes violent power and
adventure (provide rituals) hegemonically masculine - strength power -
someone who is ready to fight - the male body in westenused media allows
