Representation of war: Help for Heroes

Representation of war case study, based on the Help for Heroes website (included a screenshot in the document)

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  • Created on: 28-02-15 15:29
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Case Study
Name/date text printed or released: Help for Heroes website 2015
Purpose of text (inform/entertain etc) and genre: Inform, fundraise, and raise
What is being represented? War
Audience Checklist
Targeting: The primary audience for this text would be males aged 1830 because the
colours used are commonly classed as "male" colours ­ blue and red. The age of the
audience is reflective of the age of the majority of soldiers that are injured in wars and
conflicts and so the audience will be able to relate to and empathise with the troops.
Furthermore, the language used, for example H4H is text language that would be best
identifiable by younger generations. The secondary audience would be middle aged
women who would be around the age group of the soldiers mothers, as mothers are seen
as quite caring and supportive, and Help for Heroes is a charity through which the soldiers
can be supported, even if the audience don't personally know anybody involved.
Uses and gratifications: The uses and gratifications gained from the text are personal
identity. The primary target audience would be able to identify with the people pictured as
the majority are young males. Also, it may make the audience proud to be British, and that
the soldiers are people to look up to.
Preferred, negotiated and oppositional readings with reasons: I would say that the
preferred reading would be that the soldiers have sacrificed their lives for us and our
country and therefore we should feel obliged to support them and should do, because they
have benefited us and fought for us. The oppositional reading would be that war is wrong,
and so if people are injured fighting then we shouldn't support them, because that would
be the same as encouraging fighting and violence. The negotiated reading would be that
the soldiers have done the country well, but they were aware of the risks before they left
and so should be in a position with their families to support themselves to recovery, and so
there would be no need for the charity.
Mass or niche: The audience are a mass audience, because the text is a webpage which
anyone has access too ­ it is not restricted by time as it is available 24/7, and people from
all around the world can read it. Furthermore, people of all nationalities, genders and
religions will be able to understand and appreciate the messages being carried across.
Active or passive: The audience would be passive, as the main purpose of the text is to
advertise the charity and get people to contribute, and the audience could not donate if
they were active, as they would be challenging the advert text rather than accepting it like
a passive audience. It would need a positive mental and physical response to work and
achieve its aims.

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Young and Rubicam: The text would appeal to the mainstream, because war affects
everyone worldwide. Also, most people will know somebody that has been directly
involved with war and fighting. Secondly, the resigned would be targeted, as war has a
nostalgic connection to the world wars, and a majority will have heard of the horrors of
then, yet may be less aware of what is going on in the world today, as war is quietly more
common and deadly than ever before.…read more

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Conforms to or challenges dominant ideologies: The text conforms to dominant
ideologies surrounding war in that it is very much a maledominated area and the majority
of the people featured on the website are male. There are very few females at all and
those that are there are partaking in stereotypically female activities such as cooking,
shopping and caring for their families.…read more

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