Media language b) Explore how the set edition of Adbusters conveys viewpoints and ideologies . [15] Knee jerk  - Adbusters challenges hegemonic view[pints and ideologies, presenting a deliberately challenging mode of address for an activist, active target audience Woman and Adbusters are DIAMETRICALLY OPPOSED. Woman is CONVENTIONAL. Adbusters is UNCONVENTIONAL. Woman is conventional Adbusters is unconventional Stereotypical format of articles and images, with an incredibly structured and rigid format Completely unstructured, chaotic, utilises different conventions every bimonth Appeals to a wide, mass, mainstream Appeals to a niche audience, more based on educational values and ideologies as opposed to social class All generic conventions are consistent every week Completely different cover, style aesthetic and even masthead changes for every edition Conventional, all material specifically created for the magazine Culture jamming, sabotage and detournment: taking copyrighted material and reattributing in a legal grey area Conservative, traditionalist ideology. Refinforces heteronormative and patriarchal ideologies Promotes conflicting ideologies. Left wing, marxist (???), deliberately disruptive and progressive. Advocates destroying modern society Soft and inviting mode of address Aggressive and direct address Capitalist Anticapitalist Absolutely made for profit and the long term financial success of the publisher, IPC Rejects the notion of power and profit, non for profit for the publisher Adbusters media foundation Straightforward, easy to come up with the preferred reading Polysemic and open to interpretation Completely refuses to acknowledge certain societal contexts, eg the sexual revolution The main point is to engage with societal issues Women are represented as being subordinate to men in a patriarchal hierarchy, with clearly defined roles and routine sexualization Women are constructed in a diverse and complex way, where they are never sexualised, unless for satirical purposes DAC - definition, argument context Ideology refers to the dominant viewpoints of the media producer. Every producer has an ideology, which is encoded into media products through media language. Through this process of encoding, the producer attempts to manipulate and to engage the target audience, ultimately to minimise financial risk and to maximise profit. With Adbusters however, the producers seek to subvert this hegemonic expectation of media products, choosing instead to promote an anticapitalist and anticonsumerist ideology. In this essay, I shall argue that Adbusters consistently challenges hegemonic expectations to convey radical and complex ideologies. Adbusters is a bimonthly radical political magazine, established in 1989 in Canada, yet with a worldwide target audience of activists. How does adbusters encode these radical ideologies? Through complex and atypical use of media language. For example, The unconventional aesthetic and layout, for example on the homeless woman DPS, situates a androgynous model in diuretic opposition to a similarly androgynous women, lacking the power and exclusive of the model. This stark binary opposition constructs a reality where people are defined by their wealth, and critiques high end fashion through a typically cynical address The magazine is predicated on oppositions, for example the Zuchetti/water DPS helps the activist target audience to understand to disparity of wealth in the world. In particular, this is anchored through through the MES of the shiny tap, presented as an object of fetishistic desire, using a preexisting advert to construct a reality of anticonsumerism. The design is radically different for each issue, most notably changing the masthead. This reflects an unconventional challenge to the dominant capitalist ideology of minimising risk and maximising profit. By not building a conventional brand identity, Adbusters deliberately places itself at risk to violently reject capitalist norms The runway double page spread constructs a BO between the grimy, pixelated CU of chapped broken feet, and the logo for Louboutins branded shoes. This situates the target, consumptive audience for high end fashion, and also presents a satirical and aggressive swipe at the fashion industry, while deliberately presenting a stereotypical white saviour narrative to the target audience. The CU of broken black feet in a stereotypical yet undefined ‘African’ representation deliberately positions the audience in a confusing mode of address. Adbusters lacks anchorage Paragraph starters One way in which a radical ideological perspective is encoded is through… A challenging, anticapitalist ideology is constructed through the startling use of… Adbusters tends to present a pessimistic, and even nihilistic ideology, that can be best viewed through the radical use of… However, a more conventional ideological perspective is also situated. Adbusters also positions itself as a lifestyle bible, albeit an alternative and radical one. These themes of lifestyle and collective identity can be found… Representation a) Discuss the influence of historical context on representations in the set edition of Woman magazine. [15] Discuss - talk about multiple points, and take a point of view Historical contexts are essential in influencing representations, and in Woman magazine, we see almost nothing but sexist representations that reflect the hegemonic values of the 1960s. Plan Van Zoonen male gaze 1964 7p Sexist Mainstream Conservative Post war context Published by IPC, the dominant market leader, publishing Woman’s Realm and Woman’s Own Hitchcock - snowcapped volcanoes, sexist and derogatory Othering Objectification - Breeze Soap advert Compare with Playboy My kind of star has a special magic - sexualisation “Get the man in your life to do it” - reinforces assumptions about women’s aptitude and their sexuality Heteronormativity Homosexuality illegal in 1964 Are You an A-level Beauty - assumption of beauty standards: only 16-18 yos are beautiful! Unemployment rate low and inflation low, facilitating non-working women Perceived housewife audience Unwaged labour Glamorous MS of woman at sink constructs straightward, sexist ideology Conflation of sexualisation and consumerism Challenging representations include long shot of female dominance and superiority Introduction - DAC Representation refers to the representation of reality in order to construct the producer’s ideology, and therefore to manipulate a perceived target audience. In this essay, I shall argue that historical contexts influence representations to a high degree for a variety. To explore this idea, i shall refer to the set edition of Woman, published Aug 1964. Woman was ansd still is a conservative mainstream women’s lifestyle magazine, targeting a working class middle aged audience of housewives. Paragraph starters One way in which historical contexts have influenced representation in WM is Objectification and sexualisation Focus on hegemonic beauty norms MES of makeup Lack of MES of a bath emphasises body Awkwardly posed Seductive and fetishistic An aspirational model for heterosexual women Reinforces a patriarchal, hegemonic view of women Housewife representation Reinforces certain ideologies, ensuring the target audience are likely to align with these values Ensures that the magazine continues to target a demolished and anxious audience, therefore minmising risk ETC Another way in which these contexts have influenced representations can be clearly seen… However, a final and contradictory representation can be found… Adbusters and Woman magazine are diametrically opposed. Whatever argument you come up with should always be related to the very specific ideologies constructed by each of time Woman magazine is… Abdusters is… Sexist and straightforward Inclusive and complex Capitalist and consumerist Anticapitalist and anticonsumerist Clear and easy to understand Contradictory and self-defeating Conventional and consistent Always different Clear target demographic (middle aged working class British white women) More unclear target demographic (activist audience) Cheap (low production values) High end (high quality paper) Establishment Antiestablishment Conservative Socialist/communist Reflects post war ideology Reflects modern anticapitalist ideologies Depends on advertising No paid for adverts Completely non-offensive  (to a contemporary audience…) Shocking images Audience To what extent do social and cultural contexts influence audience interpretations of magazines? Refer to the set editions of Woman and Adbusters to support your answer. [30] Knee jerk reaction S&C contexts influence audience interpretation to a massive extent, however the interpretation of the two set texts have changed drastically over time Plan MES Sexist 1964 First published in 1930s Second wave feminism Outdated Mainstream Gauntlet pick and mix Stuart Hall reception theory Decoding Gender is fluid, gender norms have changed over time (VZ) Zietgeist - reflects the time Patriarchial Conservative Activist Antiestablishment Atypical rep of gender COmplex reps of gender BOth western bias Genre Woman’s lifestyle Culture jamming Political activism Satirical Advertising Preferred reading - clear and conservative ideology Negotiated reading - unclear range of readings Polysemic Save the planet kill yourself_ many different negotiatons Contraversial readings A present for your kitchen direct address lexis familiar scenario COnsumerist ideology Anticapitalism Campaigns: deflating SUV tyres Buy Nothing day Fuck it Friday Artistic Brand identity shifts Fandom - both magazines can be corresponded with Adbusters has an open submission policy Campaigns Gerbener and cultivation Woman cultivates a patriarchal hegemonic ideology that women should stay at home, cook clean Adbusters cultivates an open ended, complex and and self-critical, thoughtful Minimise risk and maximise profit Or To reject the norm, make a point, be confusing Anchorage Modes of address Positioning Introduction - DAC Social and cultural contexts (S&CC) refer to the social and cultural conditions that shape the production of media products. The time and place that an audience consumes a media product will greatly be influenced by S&CC. IOn this essay I shall argue that these contexts have affected the interpretation of both Woman and Adbusters magazines to a significant extent. However, it should be noted that both of these magazines have been produced in completely different S&CC, and therefore will contrast to a significant extent. To explore this idea, I shall refer to an August 1964 edition of the weekend women’s lifestyle magazine Woman. First established in the 1930s, by the 60s it was an established part of British public life and reflects post war attitudes towards women’s place in society. I shall contrast this with the July August 2016 edition of Adbusters, a Canadian anticapitalist and political activist magazine that rejects traditional funding models for mainstream models for magazines by refusing to run paid for adverts. Paragraph starters Way way scc influences audience interpretations of Woman is the alarmingly sexist representations that position contemporary audiences in a conservative and patriarchal mode of address However, Adbusters through its completely different SCC provokes very different readings, allowing the audience to come up with their own interpretations, which is often provoked through shocking and transgressive imagery. Industry ‘Magazines are a global industry .’ To what extent do Woman magazine and Adbusters support this claim? [30] Knee jerk -  to massively differing extents. Woman magazine targets a national audience at a time of societal change. However, Adbusters targets a more global yet western audience in an era of increasing globalisation! Plan Livingstone and Lunt - regulation is ineffective Curran and Seaton - power and profit David Hesmondhalgh - minimising risk and maximising profit Horizontal - buying out companies in the same sector, eg Oldhams/Ipc buying out Woman’s Realm Vertical - Where a company buys out companies from different sectors, eg Disney buying Marvel Multimedia integration - where a company integrates using digital technology, eg the Adbusters website Adbusters global Adbusters anticapitalist, anti establishment, anti regulation! Published by IPC, horizontally integrated conglomerate Adbusters first published in 1989 by non-profit Canadian org The Adbusters Media Foundation Culture jamming of global companies, eg Zuchetti, Coca Cola, Louboutins, Nike Adbusters non profit Woman - commercial Woman - funded through cover price and paid advertising Adbusters - lacks paid advertising, meaning close to 100% revenue through cover price Woman cover price  - 7d: cheap Adbusters current cover price varies but most recent UK issue £8.99, reflecting the changing context of buying magazines Adbusters: additional revenue through merchandising eg T-shirts, shoes, posters, banners, flags, special edition books, etc Adbusters: sells a lifestyle of anticapitalism and far left ideology: conflicts with the merchandising A lifestyle of performative activism Woman magazine sells a simple straightforward patriarchal and hegemonic lifestyle Woman magazine first published in the 30s The 1964 edition demonstrates a post war ideology World War 2 shaped British values through pushing it towards capitalism and against fascism A shift therefore towards progressiveism… which the producers of women ignore to appease their conservative audience Hitchcock article promotes patriarchal and monogamistic values, while serving as a front to institutionalist abuse of women “Get the man in your life to do stuff” IPC horizontally integrated: specialised gravure printing process Different editions of Adbusters published in different countries Adbusters: no consistent brand identity. Different styles, mastheads and concepts every issue Woman magazine constructs a consistent brand identity appealing to a british mainstream audience Adbusters: multiethnic representations, woman exclusively white Introduction - DAC Many media products are global industries, appealing to different audiences around the world. In this essay I shall argue that while some magazines target an exclusively domestic audience, other magazines increasingly target a global audience, in order to minimise risk and to maximise profit. In order to explore this idea, I shall refer to Woman magazine, the set edition being the August 1964 edition of the long established British working class women’s lifestyle magazine. This enormously popular and surprisingly sexist magazine will be constructed with adbusters, a modern political, progressive and strikingly artist magazine that targets a global audience of anticapitalist activists. Clearly these two magazines are produced in completely different contexts. Sentence starters One way in which Adbusters can be seen to be a global industry is through it’s progressive anticapitalist stance, that increasingly targets a global audience. For example… However, the magazine contrasts this approach through targeting a specifically British national audience. One example of this can found through the patriotic lexis