task 4

Media magazine:
Issue 34 , December 2012, page 65: By Nick Lacey: "Men act and women appear. Men Look at women. Women watch themselves being looked at." Berger 1972 This quotation shows that women are always there for a reason and that because women are so weak they cannot do anything accept being gazed at.

"In a world ordered by sexual imbalance, pleasure in looking has been split between active male and passive female." Mulvey 1985: 306 This quotation shows that there is a clear division in how there is a split between males and females and how they are sexulised in different ways.

"The ideologies of male dominance and patrichal values have not diminshed; and the belief that they have, offers a classic example of 'hegemony." A state where the oppresses constent to, and accept, heir situation because they are not conscious of being exploited. We, both females and males, are socialised into a world where the relationships of power between the sexes appear 'natural,' and so a few question the inequality." This quatation informs the audiences that the ideologies of inequality still have been the dominant ideology today which convey that the state enables audiences to accept the situation they are in. Also, this can refer to how both the inequality between men and women are seen so natural in today's society that it has become the norm and so a few go against this ideology and challeneg this.Advertising the M&S Advertising – personalisation
Tom Brownlee, MediaMagazine 24, April 2008, NMT special, New online September 2008, Representation, Audience, Marketing "Advertisers, therefore, often associate their product with certain ideal lifestyles which we would like to have."
Daniel Kleinman, Advertising Director Jenny Grahame interviews award-winning advertising director Advertising – An Interview with Daniel Kleinman
Jenny Grahame, MediaMagazine 24, April 2008, NMT special, New online September 2008, TV advertising, Storyboarding, Direction "I think the down side of advertising is when it creates images that people aspire to, but which aren’t truthful."

MediaEdu
Gender theory Jeremy Orlebar | Thursday December 09, 2010
Butler argues "gender is performative".

The Guardian
Done already

The independant
None available

MCS:

Notes on 'The Gaze' Daniel Chandler
"To gaze implies more than to look at - it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze' (Schroeder 1998, 208). The spectator’s gaze: the gaze of the viewer at an image of a person.  Craig, Stephen (1992) 'The Effect of Television Day Part on Gender Portrayals in Television Commercials: A Content Analysis' (A Review)
"Gender portrayals during primetime are different from those of either daytime or weekends. During primetime, women were more likely to be shown in positions of authority and in settings away from the home than they were during daytime."
Ingham, Helen (1995) 'The portrayel of Women on Television"Often when women are shown in a position of power, it is portrayed as being unnatural, because from the dominant ideology, it is the men who are the most powerful and so having a male working for a female is made an issue of because it goes against the grain."

"The sex object, according to Kilbourne, is a "mannequin" whose only attribute is conventional beauty. She is tall and thin, with very long legs, perfect teeth and hair, and skin without a blemish in sight. Underneath the surface, there is nothing. The mannequin's beauty is merely superficial. She is used to advertise cosmetics, health products and anything that works to improve the appearance of the body."

"In contradiction to this, women in adverts are also represented as sexual objects used for the sole purpose of giving men pleasure."

Media literacy
Gender in Media: Females Don't Rulehttp://www.frankwbaker.com/gender_in_media_females_dont_rule.htm"Stereotypes are often considered to be fully negative."  Seven Ways Women and Girls Are Stereotyped, Sexualized, and Underrepresented on Screen

37.5% percentage of characters with thin bodies in prime-time shows by gender.

Beauty and Beast of advertising: http://www.medialit.org/reading-room/beautyand-beast-advertising

"They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be."
"Scientific studies and the most casual viewing yield the same conclusion: women are shown almost exclusively as housewives or sex objects."