Professional Documents
Culture Documents
the idea that texts communicate their meanings through a process of signification
the idea that signs can function at the level of denotation, which involves the ‘literal’ or common-sense meaning of the sign,
and at the level of connotation, which involves the meanings associated with or suggested by the sign
the idea that constructed meanings can come to seem self-evident, achieving the status of myth through a process of
Tide (print): naturalisation Adbusters (magazine):
Hermeneutic code- ‘what women want’ Dream (music video): Woman (magazine): Used to construct ideas
creates suspense and is emphasises through Many of the images Feminine elements are conveyed surrounding their main
the use of exclamation marks (proairetic code) illustrate the lyrics but through semiotics, for example, viewpoints e.g. the dirt on the
Semantic code- use of hearts suggesting she connote deeper meanings in the pastel pink front cover, words front cover immediately
loves the product but her husband will also relation to the more abstract such as ‘soft’ and ‘puff’ in the conveys ideas of nature, linking
love her for using the product, reinforced notion of working to achieve magazine and floral dress on the to their ideas of climate change
through the colour red a dream. woman in the central image. and saving the planet.
Kiss of the Vampire (print): The Times (newspaper): Formation- Beyoncé Zoella (online media):
Hermeneutic code- enigmas are used to create Use of American iconography (music video): Used to help convey ideas
suspense surrounding the relationship of the male throughout the front and back Antebellum era dresses as about that person via colour,
and female character and the fate of the two victims pages and the American flag as worn by Beyoncé and the typography etc. However,
Semantic code- bats, gothic imagery etc the backdrop will have other Black women- this can cause the audience
Symbolic code- horror, fear and darkness are widely immediate cultural significance significant to referencing to focus on static elements of
reinforced through the imagery of moons and the for the reader who will be able slavery, semiotics are used the text and ignore the
male victim’s submissive sacrifice gesture code to create meaning in the to reinforce the message dynamic features that
associations with these signs. shown in the video. separate online media from
other texts.
Riptide- Vance Joy (music video): Humans (television): The Returned (television):
The indie folk music video genre is The use of sub-genre- ‘Humans’ is Differences presented in the show:
dominated by repetition, ‘Riptide’ made up of sci-fi elements as well as ‘Zombies’ are different- the
offers variation to these aspects, this family relationships, romance, action undead are relatives and friends
may be done for artistic reasons or to etc, the use of sub-genres offers The zombies are unaware of why
generate interest in the band to make variation and allows genres to change they are back and at first are
a profit. over time unaware they have been dead-
Hybridity and intertextuality- brings appear more like ghosts than
difference to a text and new elements zombies
from other genres e.g. remake of ‘Real Lucy is murdered- crime/thriller,
Humans’, Niska is reminiscent of ‘the atypical as death is usually not
basic pleasure model’ Pris from ‘Blade intentional for the genre
Runner’, the robots reflect ‘The Poetic French realism- different
Stepford Wives’ who were domestic, from what we see every day on TV
beautiful, subservient robots as a Religious elements- water
replacement of real women symbolising cleansing/ rebirth
Breaking conventions- ‘Humans’ breaks
typical conventions for the sci-fi genre,
for example the robots looking like
humans, this once again offers variation
for the genre and supports the theory
Levi-Strauss//Structuralism
the idea that texts can best be understood through an examination of their underlying structure
the idea that meaning is dependent upon (and produced through) pairs of oppositions
the idea that the way in which these binary oppositions are resolved can have particular ideological significance
The Daily Mirror
(newspaper): Adbusters (magazine):
Tide (print): The use of the pronoun Some of the key points in the magazine
Opposition is constructed through ‘They’ in the front-page are only clear when placed in opposition
Humans (television):
the presentation of commercial headline ‘What have with another article, for example the
Humans vs
rivals, this is done by the brand’s they done?’ creates an woman sat on the street with the model,
technology
name drop ‘Procter and Gamble’, immediate binary only with the homeless woman do we see
Anita vs Laura
the advert also suggests Tide is the opposition of ‘us and ‘Adbusters’ criticising the modelling
Captivity vs freedom
best on the market, reinforcing them’ and lays blame industry, similarly done with the refugee
Etc
this idea of competition. on the American people page.
for Trump’s win and
creates the suggestion
Water Aid (AV): that this has a global Dream (music video):
‘Sunshine on a rainy day’ used over impact and therefore The Times
Young black male vs
shots of children laughing creates particular ideological (newspaper):
older white woman, Attitude (online
more positive connotations of this significance. Use of the headline
youth vs police, anti- media):
section, the high key lighting ‘The New World’
social behaviour vs hard The focus on the
reinforces this. Further oppositions positioned over
work. LGBTQ+ community
are presented through the dull Trump’s jacket invites
the reader to question presents the idea of
colours at the start and bright conflict, the
The Returned what impact of Trump’s
colours at the end, conveying community being
(television): presidency may be, Zoella (online media):
success. good and all those
Past vs present which is reiterated Binary oppositions are
Living vs dead through the use of the normally constructed in against it bad, forming
Illusion vs reality subheading ‘Donald videos to create the idea the opposition of good
Kiss of the Vampire (print):
Etc Trump sends of conflict and therefore vs bad. The fight
Opposing representation of the
shockwaves around the a narrative and ‘Attitude’ is presenting
vampires and their victims and the forms a conflict and
romantic connotations of ‘kiss’ Globe’, his body excitement, for example
language suggests British vs American. opposition.
opposed in the film’s title to the
stereotypical ‘vampire’ monster. determination and
jubilation.
Jean Baudrillard//Postmodernism
the idea that in postmodern culture the boundaries between the ‘real’ world and the world of the media have
collapsed and that it is no longer possible to distinguish between reality and simulation
the idea that in a postmodern age of simulacra we are immersed in a world of images which no longer refer to
anything ‘real’
the idea that media images have come to seem more ‘real’ than the reality they supposedly represent
(hyperreality)
Humans (television): Zoella (online media):
Elements of bricolage and borrowing from other texts- ‘The Stepford The media has become so saturated
Wives’, ‘Blade Runner’, being a remake of ‘Real Humans’ etc it is impossible for audiences to
Relies on the audience’s understanding of sci-fi to decode the text experience the natural or real world.
Narrative is paradoxical and fragmented with flashbacks and Online has become a simulacrum or
montages from Anita hyperreality where everything
Uses intertextuality and cultural codes to create audience appeal e.g. appears perfect. Although Zoella
news reels about robotics strives for an authentic aesthetic she
Post-modern themes e.g. the relationship between man and still only conveys the parts she
technology (Levi-Strauss, Structuralism) wants to show, offering a perfect,
The synths themselves may be seen as simulacra- copies of perfect constructed lifestyle. What the
humans which do not really exist audience see from them is not
The parallel world to our own is a hyperreality- it is the present or entirely real and is constructed for
near-future re-presented from a mediated perspective an audience, similar to a fictional
The wall between their reality and our own is further broken through product.
the advertising for the show using a physical shop, eBay sellings and
vans to collect broken synths
Stuart Hall//Theory of
Representation
the idea that representation is the production of meaning through language, with language defined in its broadest sense as a
system of signs
the idea that the relationship between concepts and signs is governed by codes
the idea that stereotyping, as a form of representation, reduces people to a few simple characteristics or traits
the idea that stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are
constructed as different or ‘other’ (e.g. through ethnocentrism)
Woman (magazine):
The Daily Mirror (newspaper): Dream (music
Tide (print): A clear stereotype is shown of
The signs constructed through media video):
Images of domesticity give meaning 1960 house wives, through
language suggest that Trump and his Deliberately gives
to the world of the advert, the world the domestic articles this
supporters belong to a specific cultural the puppets
presented of women hanging out stereotype is reinforced as a
group of predominantly white, middle stereotypes to show
washing is familiar to the audience gender norm for women.
class men. This representation transmits how social groups
and can act as a representation of
ideas to the reader about inequalities of are often limited to
their own lives.
power and the subordination of certain their stereotype.
social groups.
The Returned (television):
‘The Returned’ are constructed
as other through the conflict,
Water Aid (AV): their decaying skin, the lights
The Times (newspaper): Formation- Beyoncé (music
The images of Kiss of the Vampire flickering around them etc.
The use of media language video):
dry and dusty (print): suggests that Trump and his The music video challenges
Africa in which Images of castles, team belong to a specific traditional inequalities of
people are bats etc form the cultural group of power by placing black
struggling to world presented Zoella (online media):
predominantly white, women in a positon of
survive is typical within the poster Zoe is her own gate-keeper and
middle class men, this use of control but may perpetuate
however the which encourages represents herself in a way she
representation transmits a sense of binary
positive codes the audience to wants to be represented. She
ideas to the reader about oppositional between races,
used later decode the familiar reinforces gender norms with
inequalities of power and supporting Hall’s notion of
challenge these generic her pastel colours and female
subordination of certain difference or otherness and
David Gauntlett//Theory of Identity
the idea that the media provide us with ‘tools’ or resources that we use to construct our identities
the idea that whilst in the past the media tended to convey singular, straightforward messages about ideal types of male and
female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and
mix different ideas
Tide (print): Woman (magazine): Riptide- Vance Joy Zoella (online media):
Women represented in the ‘Woman’ is a historical (music video): Audience’s see Zoe’s perfect
advert act as role models of product which does convey Gauntlett’s idea of lifestyle and may want to shape
domestic perfection that the mostly (army corps) pick and mix seems their lives around hers,
audience may want to construct singular straightforward particularly especially if they have placed her
their own sense of identity messages about the ideal relevant due to the in a role model position. Zoe
against. type of female identity, style of the video also conveys typical female
supporting the point that which constructs a stereotypes with her content
the past offered singular range of different surrounding makeup, fashion,
messages. stimuli that the etc. She reflects a typical female
audience are magazine.
invited to interpret.
The video rejects
Kiss of the Vampire (print): straight forward
Perhaps the female vampire Water Aid (AV): messages and Attitude (online media):
acts as a role model for women Claudia acts as a role invites ‘Attitude’ does not present
struggling against male model for the type of interpretation. straight forward ideas about
oppression or desperate to be lifestyle changes that the identity and breaks gender
seen as equals with men audience could be norms through the
whatever the narrative or responsible for creating if presentation of men in makeup
environment. they donate to ‘Water and other feminised pieces.
Aid’. This agrees with the theory that
the media today offers a more
diverse range of stars.
Liesbet van Zoonen//Feminist Theory
the idea that gender is constructed through discourse, and that its meaning varies according to cultural and historical
context
the idea that the display of women’s bodies as objects to be looked at is a core element of western patriarchal culture
the idea that in mainstream culture the visual and narrative codes that are used to construct the male body as spectacle differ
from those used to objectify the female body