Task 1
1) Compare and contrast the representation of teenagers in the two texts.
(8 marks)
The game Bully trailer portrays teens in a negative light. This is done in many ways for example, the way in which the boy is dresses, goes against the social moral codes of how a teen/ schoolboy should dress. For example, in the trailer his shirt is un-tucked, which stereotypically is the get up of those who act deviant by going against the rules and regulations of the school creating negative representation of young teenage boys. Also, the way in which he is presented reflects the negative representation of teens as he is shown as the typical yob, which always causes anomie within society and social surroundings. He is shown as bullying other school kids, clearly suggesting he is deviant as he goes against the typical codes and conventions of behaviour on the school premises. This hypodermically injects the idea into the minds of young teenagers that acting rebellious within school and society is acceptable, whereas in reality it isn’t, therefore this may cause conflict as it may encourage teens to act in this inappropriate manner. Also, teenage school girls are also represented in a negative manner as they are shown making out with other school boys, reflecting them as sexual objects, especially through the way in which they are dressed and presented to the audiences. They are shown wearing short miniskirts, with their shirts hanging out. This follows the typical conventions of a deviant school girl, who are stereotyped as most likely becoming teen mums as a result of their sexual behaviour, as shown in the trailer. These stereotypes of teenage mums are reinforced through representations like these as miniskirts connote a sexually sinister school girl character who would be more than happy to break away from the norms of society by acting and dressing inappropriately. Similarly, Skins trailer also represents teens negatively. This is done through the montage of shots you are faced with of teens getting high and being sexually active. These are actions that are being carried out illegally and under age, therefore clearly suggests they are deviant as they are breaking the law, norms and values of society and instead leading the path of rebellious teens, who always causes anomie within society and social grounds, the same way shown in the bully trailer. They are also dressed the same as shown in the Bully trailer, as they all are dressed untidily in their school uniforms stereotypical signifying the “naughty kids”.
2) Consider the view that the current representation of teenagers is simply another 'moral panic'. (12 marks)
Teenager are represented negatively as shown in the Bully trailer, and E4 Skins trailer through the way they are dresses and acting, as they are shown acting rebellious towards the social moral codes of schools and expected norms and value of society. however they are also represented negatively in the news on both print and broadcast platforms. For example the over exaggerated titles of “knife crime increase” or the stereotypical names for teens that are repeatedly used such as “yobs” and “rebels”, help over exaggerate the issue adding a lot more emphasis to the immoral characters that teens stereotypical have. Therefore these obvious exaggerations aid in causing a moral panic, as titles suggesting increase in crime or anti social behaviour immediately causes havoc within society, as people start to live in fear of teens, as they are constantly drawn to the attention that teen crimes are on a high. Therefore these assumptions, or ideologies are injected into the readers mind using the hypodermic theory, as they then believe that teens are viscous and are out to commit crime. This labelling, and stereotyping, reinforces the negative representations that teens are already given and or associated with. Moreover, the dress sense teens have today, is in some way misunderstood and helps in reinforcing negative representations of teens. For example, the dress sense of teens where they wear low jeans, baseball caps and hoodies, are stereotypically classified as clothing of someone who has anti social behaviour. These clothes connote deviance and therefore when worn by teenagers, others are mislead into thinking they are rebels as a result of the stereotyping and negative representations that are injected into their minds causing moral panics. However on the other hand, these representations can be considered just another moral panic as what we are shown isn’t always negative. For example programs such as junior masterchef, offer alternative representations and oppostional readings, for example, teens that enter the cooking competition, are presented as talented, passionate and dedicated. Therefore it can be considered as simply just another moral panic. This is because teens are shown as being dedicated and skilful in this show as they fight to impress and fulfil their ambitions of becoming a chef, portraying their good spirit and passions for what they love and enjoy best, which with no surprise is not committing crimes.
3) To what extent has new and digital media given younger audiences the opportunities to shape their own media representation (12marks)
New and digital media as in many ways given young audiences the opportunities shape their own media representations. For example through the E-media platform, teens are now able reflect themselves and their personalities on networking sites such as Facebook. This is done through their interests and pages that they like or are fans of. This allows others to have an insight on what the person likes and takes interest in. for example someone who is a fan of Justin Bieber and takes interest in poetry, is less likely to be out there and commit crimes. Therefore not only does it help foretell what the person is like but also creates a certain representation about themselves and of the friends that they may have. This is also done through sites such as Twitter, where teens can follow their celebs, for example if a teenage boy was following all celebs who rap about drugs sex and money and likes pages that also have aspects of drugs and violence, it is quite obvious, this person is exposed to illegal actions and takes interests in such things, therefore are most likely to be associated with such things at a later age. Therefore it is clear, teens are given an opportunity to reflect him selves in a certain way, and create certain representations of themselves through networking sites as listed above. However on the other hand, the media doesn’t allow youngsters the opportunity to shape their own representations as they are heavily influenced by the media and therefore are more likely to act the way in which it is expected of them and in some ways which is the “normal”, therefore anything they wish to do with their own will, may be refused as they would feel out of place, as a result of other ideolgies being injected into their minds, influencing them and shaping their representations for them instead of letting them do it themseleves.
3) Developments in new/digital media mean that audiences can now have access to a greater variety of views and values. To what extent are audiences empowered by these developments?
There has been a major increase in UGC user generated content resulting in the increase of power amongst the ordinary public. This is shown through things such as citizen journalism where audiences have now essentially become producers rather than consumers, and more active audiences rather than passive. This is by uploading their own footage for example to send to the BBC regarding latest traffic reports, which may then be broadcast live on TV. Therefore this empowers audiences as they are able to take part in things being said and done, rather than just consuming it.
Also, the major increase in social networking sites have also in many ways empowered audiences, this is by them being able to freely express their beliefs and values on things. For example, on Facebook, registered users are able to like pages, comment and become fans on different pages. This empowers audiences as it gives them the right to freely express themselves on what they like and what they don’t like. Likewise the increase in blog users over the last few years also empowers audiences, for example people create blogs on things that interest them, whether this being a campaign for political reasons or just a blog in order to inform others. This gives them the right to be able to express their opinions without any hesitations. Although there may be a few restrictions for example on sites such as Youtube where some of the material uploaded may be removed or restricted. However this does not limit the power of audience it just makes them cautious on what they can upload and cant as sites such as Youtube is used by a diverse range of audiences of all ethnic backgrounds and ages.
Moreover, a Marxist perspective on this would be that they feel although audiences are given a freedom of speech via networking sites etc, audiences do not have full power over what they believe. This is because they are being influenced by the media and those at the hierarchy. And example of this is Rupert Murdoch who owns The Sun and other tabloid newspapers. Realistically we consume the news that he wants to feed us. Therefore we are hypodermically injected with certain ideologies and beliefs therefore we are not fully empowered as those at the top of the hierarchy control what we consume and what we don’t, and this is also referred to as the hegemonic structure.
Task 4
What is the effect on the audience? Use as many theories in your answer.
http://www.youtube.com/watch?v=S71zfCAagZg
Kung Fu Hustle is an action packed film which has many violent scenes. However the musical in the background goes with the fight scene adding a humorous feel to the scene as if it was no big deal. There is a lot of kung fu in this scene where you are continuously faced with moves that are made to look extremely painful. This is done by adding exaggeration to the scene, as they use non diegetic sounds of bone cracking and breaking, this then is injected to the readers brain to make them feel and think as if the fight scene is serious and real. This makes the scene look and sound a lot more serious and frightening as the audiences are repeatedly listening to the crackling of bones and painful noises made by the men. As the audiences are lead to believe it is a painful and violent scene, it also injects the idea that it is real, this is done through the visual effects used, where the actors are fly kicking in mid air and taking on a group of 500 people at once. The audiences are aware that realistically it is fake, however the film makes it look real as they are literally touching each other at every action move, whereas in the past they would hit from a distance in a fight scene. Also, the blood shown on screen seems fake but is then thought to be real, as once again the action presented seems so real. However there is also a hegemonic structure present, of who is most powerful. Which in this case is the three men who take on an army of other men alone. This presents them as most powerful and follows the conventions of being the protagonist as they are represented as the heroes. The over exaggeration of sound effects can lead to the audience being desensitised as they may not realise how dangerous this kung fu fight could be if in any case it were to happen in real life or if anyone to actually carry out any kung fu or karate.
Task 5
http://www.youtube.com/watch?v=8dbDJzDV1CM&feature=related
dominant reading:
A scene containing humor. Homer is uneducated and is like always being comforted by his wife. (typical gendered roles represented)
Oppositional reading:
Mocking those who are uneducated, making them feel useless, thick and blonde.
Negotiated reading:
Although, it is mocking uneducated people, the show itself is made to gratify the audiences need of humour, and is famously known for its humorous jokes and stupidity, therefore the mockery cannot be taken seriously.
