PowerPoint Presentation

Representation - MenMen's HealthFilm PosterKraft Dressings: Let's Get ZestyAdvertTowie Joey EssexTVGrand Theft Auto 5 (Mission 25: By the Book)Computer Games Skyfall James BondFilmOld Spice UK | Smell like a man, man.Advert (too old)Top Boy/ 2TV trailerAlan Sugar: The ApprenticeDemonstrates that representations of masculinity has a tendency to change over timeThis leaves us with a rather mixed bag of the features of masculinity in the media!

Case Study: 1Alternative Representation of men the Metrosexual man (heterosexual men with feminine characteristics)

Gavin and Joey Essex Makeoverhttp://www.youtube.com/watch?v=Qqdcd6Af6EY

Gavin and Joey Essex MakeoverHow has the subject been represented? Is this a traditional representation of masculinity? What camera shots are used? Consider use of language, mise en scene, use of non diegetic soundWhy has the subject been represented in this way? Who is the target audience? What about the narrative structure? Is it entertainment?

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 audienceRepresentation of Men in reality TVGeordie Shore, Made in Chelsea and the Only Way is Essex.Geordie Shore, The Only Way is Essex and Made in Chelsea represent our generation's "time capsule" for the future. That's how the people of 2042 will think we look, spoke and behaved. Which is a shame because they're not supposed to be representative. They're supposed to be different from "normal people". They're walking caricatured receptacles for spite. Their job is to make absolutely everyone who tunes in hate them. Instantly hate them. Hate them so much they can't take their eyes off them. Charlie Brooker, The Guardian, 1st July 2012Changes over timeAlthough it is clear that representations of masculinity have changed over time, the dominant representation of masculinity still focuses on:

Body imagePhysical strengthSexual attractiveness and relationships with womenPower and independence

Alternative Representation of Men Lifestyle MagazinesOne media area that has developed dramatically is mens lifestyle magazines.Aspirational role modelsConcentrating on representing body image the perfect body!Images manipulatedMagazines refer to sex rather than relationships

Case Study 2: Representation of Men in magazines

Mens HealthVisual codesLayoutLanguage

How are men represented here?

Mens HealthImage medium/long shotCelebrity endorsementDirect 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/appearanceSex rather than relationship - If you understand her needs you will get what you wantTarget audience 25-40Colour code Colour, although sometimes in grey/blackFemale gaze? David Gauntlett argues that men are presented as beautiful and positioned in such magazines.

KerrangImage medium long shotNiche music magazine with celebrity endorsement on front coverDirect mode of address- group shotMasthead is not all visible covered by image. Representing the strength of identification with the brandImages and captions clearly relate to genre of magazine. Not specifically related to sex/dating/relationshipsBold typography fits with genre of magazineTarget audience - Attracting a young male audience (18-25), aspiring musicians, interested in gigs/concertsNot about physical appearance,

GTA 5

Michael is a liar, cheat, murderer, traitor and terrible father and husband. Trevor is a psychopath who would have little issue with abducting a hitchhiker and eating them. Franklin he starts contract killing to make various stock prices go up and down. In short, neither gender comes off terribly well in Rockstars San Andreas. This is a universe of stereotypes and very bad people.With three lead characters, why couldnt Rockstar made one of them a woman? (under representation of Women)Looking back across the entirety of the Grand Theft Auto, Red Dead and Max Payne series, Rockstar has never had a female lead in those games (though that may be tricky in the last case when their game is named after the hero). It is worth examining though, should Rockstar have switched it up and at leasttried to have a woman as one of their three new leads in GTA V?

Gamers dont want to play as female characters, right?

At least, thats the popular marketing theory. Over the course of this generation the console market has been awash with muscle-bound blokes shooting things.

There are three main playableCharactersinGrand Theft Auto V; Michael, Franklin Trevor

ALL MEN!Official Xbox Magazine asked Chris ParmaApparently, games that star women just dont sell. Official Xbox Magazine asked Chris Parma, the art director at Epic Games, if a lady could ever be the star in its Gears of War series. He said: If you look at what sells, its tough to justify that.

TOUGH GUISE(Earp & Katz, 1999)

The media help to construct violent masculinity as a cultural norm (Earp and Katz, 1999) Relationship between males & violence in the media

The study into male representations in the media reveal:

A WIDESPREAD & DISTURBING EQUATION OF MASCULINITY WITH PATHOLOGICAL CONTROL & VIOLENCEMedia is responsible for a Steady stream of images which define manhood as connected with dominance, violence & control.

Common Masculine Representations In The Media:The Action HeroStrong, often angry, aggressive in the extreme & engages in violent behaviour

Skyfall James BondOpening sequence

How are women and men represented?

How? Evidence? Why? (What was different about this Bond Film/ Genre/ Target Audience?) 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

Naomie Harris Skyfall (2012) MoneyPenny

MoneypennyAt 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.

Debate: Gender powerWhich character is represented as being more dominant; M or Bond?

M & bondM 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.

The Representation of bond & Men

Representation of bond & MenHow are men represented in SkyFall?

Through Bond, hegemonic masculinity (the dominant position of men and the subordination of women) is reinforced throughout the film.

In contrast to the representation of women, the male characters, were made to be heroes and masterminds.

When Bond is questioned on M, he replies bitch, when stating the first word that comes into his head.

Gamman & Marshment (1988) argued that men can also be positioned as sexualised objects for the pleasure of the female gaze.

Alan Sugar: The Apprentice