media A-level - Tide revision

  • Created by: bethan120
  • Created on: 31-05-19 22:30

Representation- halls theory

Halls theory  - Tide

  • the idea that representation is a production of meaning through semiotics.
  • steryotyping reduces people to a few simple character traits
  • this is show in tide by suggesting the women is only for the home , this is a traditonal steryotype 
  • women are economivally depedant on men (like children) for their survival
  • the typical 1950s steryotype of the housewife is being represented
  • women are all about cleaning and the home
  • women are being presented as restrictive as all they talk about is washing clothes 'only importnace in their life'
  • these ideas of woem keep the less powerful in a phatriacal society, restricted to the dometic world
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Representation- Gilroy post colonial theory

  • no ethnicity shown other that white 
  • middle age women
  • middle class women for thoes who could afford a washing machiene
  • establishing a social hierachy suggesting 'whites' are at the top can afford these luxuaries
  • cleanliness is only for white people (time of the civial rights movement)
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Representation- Gauntletts identity theory

  • the media provides us with tools and resources for which we construct our own identity
  • in the past the media offereed us very limited identities in comparission to todays society
  • women are being reduced to the housewife, their convosations being reduces to anything about washing, like its the only importance (time of the cold war)
  • the model of domestic perfection that the audience use to construct their own identity
  • very narrown and mainstream representation of women 
  • reinforcing hegimonic ideologies and beliefs
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bell hooks/ Van Zoonen - tide

hooks -

  • typical text of a pahtrichal society
  • woem being reduced to a housewife
  • their only intrest( why are they not presented as intelligent, they are talking about washing when it is the time in history when the cold war is taking place)
  • this limited women to thinking they are incapable of being smart and having any other knowlage that isnt domestic
  • emphisised by 'what women want' like this is all they need and want in life
  • very sexist, no men are represented
  • men are producing these texts and are reinforcing hegimonic belifs that maintatin their poisition of dominance and power.

van zoonen-

  • over sexualised- outlined breasts, waist made thinner
  • impractical outfits for cleaning ; dresses,heels
  • courset type outfiut very impractical
  • full face of makeup 
  • this is tpo appeal to the male gaze
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Media Language Analysis- tide

  • tide- connotes power, hero fullfing the role of the man
  • headings,subheadings and slogans- all written in Sans-Serif font, connoting an informal mode of adress
  • this is reinforced with the 'comic' style image in the bottom right hand coner with two women 'talking' about the product using informal lexis ' sudsing whizz'
  • this is reinforced as the more 'technical'/instructions for the product are written in a more 'serious' font connoting more factual infomation
  • coventions- bright, primary colours connote positive assosiations
  • white background connotes cleanliness, power, optimisum and purity
  • fun, flirty and happy mode of adress. 'tides got what women want'
  • semiotics- exited tone is created through exclamation mark. Barthes semantic codes could be applied for the use of heart above the main image, connote love and relationship
  • hyperbole and superlatives 'miracle' , 'world cleanest wash'
  • dress code of the main image is of a steryotypical 1950s housewife, short hair, in a scarf this undermines her full face of makeup
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Audience-tide

  • 4cs- aspirers- desirabillity, shes huging the box, it is something you should want to have , mainstreamers, everyone wants it
  • NRS social grade - women 18+, CB and upwards grade
  • middle class, wives/mothers who can afford new wahing machienes
  • flatterisation of women, idealising their lifestyle, new machiene = happy women
  • Halls Reception-
  • preffered- housewife who is happy with her life.has a washing machiene,hapoy being only domestic, doent seek more 
  • neogatiated- cant afford a washing machiene, may buy tide to rekate to thoes on the suberbs
  • oppositional- diffrent ethnicity, not the lifestyle for them, single,woeking women,working mothers
  • America isnt like this opposed to consumerism and capitalism dipiction of women
  • a women should be economically dependant on men-nthis makes them very passive
  • limites womens aspirations and reinforces a phatriacal society
  • tide is seen as the 'hero' rescuing the damsel in distress as she hugs it
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