MIGRAIN 3 Assessment - Learner response
Create a new blog post called 'MIGRAIN 3 Assessment - Learner response' and complete the following tasks:
1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
WWW: - A strong assessment: Q2 in particular is excellent, well done!
4) Having read the whole mark scheme, pick out one media theory that you didn't include in this assessment and summarise it briefly here so you can use it confidently in future.
I did not talk about Gauntlett's theory in enough depth, I could have talked about how David Gauntlett argues that masculinity is constantly evolving and social concerns that masculinity is ‘in crisis’ are exaggerated. However, this campaign does not provide particular evidence for an evolution in representations of men (aside perhaps from a lack of socks and no necktie). Indeed, this campaign reinforces classic masculine stereotypes and therefore perhaps provides evidence against Gauntlett’s theory as mentioned in the above question.
1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
WWW: - A strong assessment: Q2 in particular is excellent, well done!
EBI: - Q1 lacks a little clarity in places which keeps you from the top level - see my comments in places.
- For Q2, once we have studied CSPs you will have the depth of examples to expand your paragraphs and access the very top level.
2) Read the mark scheme for this assessment carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you didn't achieve full marks in a question, write a bullet point on what you may have missed.
Q1) 5 marks
2) Read the mark scheme for this assessment carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you didn't achieve full marks in a question, write a bullet point on what you may have missed.
Q1) 5 marks
-The Carolina Herrera fragrance campaign reinforces traditional representations of gender through a combination of factors including images, language and typography.
-The woman is heavily made-up and directly addressing the audience with sultry eye-contact,
reinforcing the sexualisation of the female character for the benefit of the male audience.
reinforcing the sexualisation of the female character for the benefit of the male audience.
-The pack shot in the shape of a lightning bolt also has connotations of power and authority.
Q2) 9 marks
-The ‘Good girl’ / ‘Bad boy’ campaign that strongly reinforces classic gender stereotypes contrasts with recent campaigns such as Gillette’s ‘Boys will be boys’ advert that went viral for attempting to challenge toxic masculinity.
-The Carolina Herrara advertising campaign may be seen as an attempt to reclaim traditional gender roles in response to an increasing tolerance of gender fluidity and non-binary gender identity.
-The campaign reinforces Judith Butler’s work in Gender Trouble – particularly the idea that gender is culturally and socially constructed – not ‘natural’. The construction of the adverts supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of gender roles and heterosexuality.
-The Carolina Herrara advertising campaign may be seen as an attempt to reclaim traditional gender roles in response to an increasing tolerance of gender fluidity and non-binary gender identity.
-The campaign reinforces Judith Butler’s work in Gender Trouble – particularly the idea that gender is culturally and socially constructed – not ‘natural’. The construction of the adverts supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of gender roles and heterosexuality.
3) For Question 2 on the social and cultural contexts of gender representations, identify three potential points in the mark scheme that you didn't include in your answer.
1) The female model arguably provides evidence for each element of van Zoonen’s theory regarding the representation of women. Here, she is clearly objectified, restricted to a secondary role (at the man’s feet), passive, framed to emphasise her sexuality and adhering to white western beauty standards. This could undoubtedly have an impact on media audiences and therefore influence social or cultural norms.
1) The female model arguably provides evidence for each element of van Zoonen’s theory regarding the representation of women. Here, she is clearly objectified, restricted to a secondary role (at the man’s feet), passive, framed to emphasise her sexuality and adhering to white western beauty standards. This could undoubtedly have an impact on media audiences and therefore influence social or cultural norms.
2) The Carolina Herrara advertising campaign reflects a more traditional approach to representation than found in many modern campaigns. This perhaps reflects the recent cultural backlash against ‘woke’ or ‘PC’ (politically correct) causes as evidenced by right-wing political campaigns such as Trump or Brexit.
3) David Gauntlett argues that masculinity is constantly evolving and social concerns that masculinity is ‘in crisis’ are exaggerated. However, this campaign does not provide particular evidence for an evolution in representations of men (aside perhaps from a lack of socks and no necktie). Indeed, this campaign reinforces classic masculine stereotypes and therefore perhaps provides evidence against Gauntlett's theory.
4) Having read the whole mark scheme, pick out one media theory that you didn't include in this assessment and summarise it briefly here so you can use it confidently in future.
I did not talk about Gauntlett's theory in enough depth, I could have talked about how David Gauntlett argues that masculinity is constantly evolving and social concerns that masculinity is ‘in crisis’ are exaggerated. However, this campaign does not provide particular evidence for an evolution in representations of men (aside perhaps from a lack of socks and no necktie). Indeed, this campaign reinforces classic masculine stereotypes and therefore perhaps provides evidence against Gauntlett’s theory as mentioned in the above question.
5) Based on your experience in this assessment, identify three aspects of Media (e.g. skills/particular theories/examples) that you need to work on for your next assessment.
- I need to add more detail when explaining my theories
- Add more clarity to my answers
- Time management should be better
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