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comp1 Flashcards

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1
Q

What historical context influenced Tide’s representation of women?

A

Post-WWII consumer boom and return to domesticity for women influenced representations of idealised, efficient housewives.

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2
Q

What role does “Good Housekeeping” play in the Tide ad?

A

It acts as an Opinion Leader, promoting trust in the product through a respected female-targeted publication.

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3
Q

How does the Tide ad apply Barthes’ Hermeneutic Code?

A

The phrase “what women want” generates suspense and curiosity.

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4
Q

What binary opposition is established in the Tide ad?

A

Tide vs. all other washing products—constructed as superior in every way (Lévi-Strauss).

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5
Q

How does Tide reflect Gerbner’s Cultivation Theory?

A

Repetition of idealised images cultivates belief in Tide as the ultimate domestic solution.

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6
Q

What ideological message does the direct mode of address carry in the Tide ad?

A

It reinforces personal connection and domestic duty, directly interpellating the housewife.

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7
Q

How does Van Zoonen’s theory challenge Tide’s representation?

A

The ad resists media-driven social change by reinforcing traditional gender roles.

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8
Q

How could Gilroy’s theory apply to the Tide ad?

A

The exclusive focus on white women may reinforce colonial ideologies of beauty and superiority.

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9
Q

How does the Kiss of the Vampire poster use Barthes’ Semantic Code?

A

Bats connote horror and vampirism, anchoring the genre.

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10
Q

What does the red color signify in the Kiss of the Vampire poster?

A

It signifies danger, blood, and horror, drawing attention to violence.

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11
Q

How does gender representation reflect 1960s ideology in the Kiss of the Vampire poster?

A

Mixes traditional passive female victims with emergent female aggression, reflecting evolving gender norms.

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12
Q

Apply Lévi-Strauss to the Kiss of the Vampire poster.

A

Binary oppositions: predator vs. victim, romance vs. horror, female dominance vs. male submission.

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13
Q

How does Hall’s theory of representation apply to the Kiss of the Vampire poster?

A

Familiar horror iconography creates a shared conceptual roadmap for decoding meaning.

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14
Q

How does the Kiss of the Vampire poster challenge or reinforce stereotypes?

A

One female figure subverts the victim role, another reinforces it—highlighting contradiction.

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15
Q

What is the significance of painted poster imagery in the Kiss of the Vampire poster?

A

Suggests a stylized, modern retelling, rooted in genre conventions.

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16
Q

How might Gauntlett’s identity theory apply to the Kiss of the Vampire poster?

A

The assertive female vampire offers alternative role models for female viewers.

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17
Q

How does the Formation video by Beyoncé use intertextuality?

A

Includes Katrina footage, police brutality clips, and antebellum fashion, referencing U.S. racial history.

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18
Q

What genre is referenced in the bounce scenes of Beyoncé’s Formation video?

A

“Bounce” music, a Black cultural subgenre from New Orleans, helps root the video in Black southern identity.

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19
Q

What is the significance of Beyoncé’s positioning in shots in the Formation video?

A

She’s often centered and dominant—framing her as a symbol of power and resistance.

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20
Q

How does bell hooks’ theory critique Beyoncé’s Formation?

A

It questions whether Beyoncé’s feminism is genuine political activism or commodified branding.

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21
Q

How does Gilroy’s theory apply to Beyoncé’s Formation?

A

The video critiques racial hierarchy but also risks reinforcing binary racial divisions.

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22
Q

What contradictory messages are present in Beyoncé’s Formation?

A

Empowerment vs objectification (e.g., sexualised dance scenes vs political stances).

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23
Q

What impact did the timing of Beyoncé’s Formation video have?

A

Released the day before her Super Bowl show, it amplified circulation and reinforced Beyoncé’s brand.

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24
Q

How does Gauntlett’s identity theory apply to Beyoncé’s Formation?

A

Formation offers diverse representations for Black identity and womanhood to be picked and mixed by viewers.

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25
What funding model was used to produce I, Daniel Blake?
It was funded by the BFI and BBC Films, using National Lottery money—public service model, not-for-profit.
26
What issues does the film I, Daniel Blake critique?
The welfare system, poverty, and Work Capability Assessment under austerity policies.
27
What is the film I, Daniel Blake's ideological stance?
Strongly left-wing; critical of Conservative policy and economic inequality.
28
How was the film I, Daniel Blake distributed?
Exhibited at festivals, released theatrically in the UK and abroad (France, Spain, Brazil, Japan) and then on DVD/Blu-ray.
29
What audience is targeted by the film I, Daniel Blake?
Educated, socially aware, media literate viewers interested in political issues.
30
How does the film I, Daniel Blake reflect Ken Loach’s auteur status?
Loach is a known socialist filmmaker with a long history of realist films (e.g. Kes).
31
What theoretical challenge does the film I, Daniel Blake pose to Curran and Seaton?
It subverts the logic of profit/power by prioritizing diversity and social critique.
32
How was I, Daniel Blake marketed?
Through posters, trailers, award mentions (Palme d’Or), and hashtags like #idanielblake.
33
What message does “To be a Paralympian there’s got to be something wrong with you” convey in the Super.Human. ad?
Challenges stereotypes by embracing human flaws and redefining strength.
34
How does Super.Human. use editing and sound?
Fast cuts, varied soundscapes, and ironic juxtapositions between scenes of success and hardship.
35
How are disabled athletes represented in the Super.Human. ad?
As complex individuals with strengths, struggles, and flaws—not inspirational tropes.
36
What is the significance of domestic scenes in the Super.Human. ad?
They show athletes beyond the sport—having relationships, families, normal lives.
37
How does the Super.Human. campaign differ from previous Paralympics ads?
It rejects “superhuman” idolisation in favour of honest realism.
38
Which media theory best applies to the Super.Human. ad?
Hall’s Representation Theory—audiences decode disabled identity differently based on lived experience.
39
What mode of address is used in the Super.Human. ad?
Direct address and fast-paced narration connect emotionally with the viewer.
40
What broader social value is reinforced in the Super.Human. ad?
Inclusion, accessibility, and celebration of difference in public life.
41
Who owns The Times newspaper?
News UK (subsidiary of News Corp, Rupert Murdoch).
42
How is political neutrality presented in The Times newspaper?
Although right-leaning, the paper often includes a range of views for ABC1 audiences.
43
What story is featured on 1 Feb 2022 in The Times newspaper?
The Sue Gray “Partygate” report—covering government lockdown breaches.
44
How is Boris Johnson represented in The Times newspaper's coverage of Partygate?
Carefully, but negatively—“PM’s four lockdown parties” with implied blame in pull quotes.
45
How does Hall’s Representation Theory support The Times' coverage?
That the paper constructs meaning through careful selection of image and language.
46
What role does audience expectation play in The Times' framing?
Readers expect informed neutrality and analysis, not sensationalism.
47
What technological innovations have been adopted by The Times newspaper?
Digital edition formats and Times Radio broaden demographic reach.
48
What theoretical approach does Gerbner’s Cultivation Theory support regarding The Times readers?
Readers' long-term exposure to The Times shapes their worldview toward moderate conservatism.
49
What was the Daily Mirror’s front page headline on 10 Nov 2016?
“What have they done?”—a reaction to Trump’s U.S. election win.
50
What political stance does the Daily Mirror adopt?
Strongly left-wing, anti-establishment; aligns with Labour Party values.
51
How is Trump represented on the Daily Mirror’s front page?
As a dangerous outsider—emotive, critical language and ominous imagery reinforce the threat.
52
What is the tone of the Daily Mirror’s front page on Trump's win?
Sensational and alarmist—designed to provoke an emotional reaction.
53
How does the Daily Mirror address its audience?
Uses direct, emotional appeal and colloquial headlines to connect with working-class readers.
54
How does Hall’s Reception Theory apply to the Daily Mirror's coverage of Trump's win?
Oppositional reading of Trump’s win is encoded, expecting a preferred reading from its core readership.
55
How is Curran and Seaton’s theory reflected in the Daily Mirror?
Despite being owned by Reach PLC, the Mirror offers alternative viewpoints, showing some pluralism.
56
What audience category does the Daily Mirror aim at?
C1, C2, D, E demographic—often Labour-leaning, working-class readers.
57
Who is the protagonist of Assassin’s Creed Liberation?
Aveline de Grandpré—a mixed-race female assassin set in 18th-century New Orleans.
58
Why is Aveline a significant character in Assassin’s Creed Liberation?
She subverts gaming stereotypes of race and gender in a predominantly white, male genre.
59
How does Assassin’s Creed Liberation use technological convergence?
Offers cross-save with PS3 and exclusive content across Sony platforms—expanding gameplay ecosystem.
60
What is the impact of the PS Vita platform on Assassin’s Creed Liberation?
Designed to drive sales for Sony’s handheld console, appealing to core gamers seeking mobility.
61
Apply Hesmondhalgh’s theory to Assassin’s Creed Liberation.
Ubisoft maximises profit and minimises risk by extending the successful AC franchise across media and platforms.
62
What PEGI rating did Assassin’s Creed Liberation receive and why?
Rated 18 for strong violence—typical of the Assassin’s Creed brand, despite its portable format.
63
What makes Assassin’s Creed Liberation historically significant?
Represents slavery, colonialism, and 18th-century race/gender dynamics—a rare thematic move in mainstream gaming.
64
How is Assassin’s Creed Liberation distributed and promoted?
Initially PS Vita-exclusive; later remastered and bundled with other AC titles to boost reach.
65
How is Wakanda represented in Black Panther?
As a technologically advanced yet culturally African utopia—merging tradition and futurism.
66
What is Afrofuturism, and how does Black Panther use it?
It imagines Black futures through tech, power, and heritage—central to Wakanda’s aesthetic and ideology.
67
How does Black Panther challenge dominant racial narratives?
Casts Black characters as heroes, rulers, and innovators in a blockbuster format.
68
What role does synergy play in Black Panther’s release?
Film, soundtrack, merchandise, and comic tie-ins created a massive cultural product across platforms.
69
How is Killmonger a complex antagonist in Black Panther?
Sympathetic villain shaped by U.S. racism—embodies diasporic rage and injustice.
70
Apply Gilroy’s Postcolonial Theory to Black Panther.
Film explores cultural identity in postcolonial contexts; diaspora tension shown through T’Challa vs Killmonger.
71
What industrial context helped Black Panther succeed?
Produced by Marvel, owned by Disney—powerful global reach ensured record-breaking impact.
72
How did audiences respond to Black Panther?
Globally celebrated for representation and cultural pride—especially by Black audiences hungry for visibility.
73
What genre is Have You Heard George’s Podcast? (Ep.1)?
Hybrid of poetry, music, documentary, and political commentary—nonlinear and expressive.
74
How does George the Poet use sound design in his podcast?
Uses music, ambient sound, and rhythm to create mood and immersion—unlike traditional podcasts.
75
What does Have You Heard George’s Podcast? (Ep.1) say about inner-city London life?
Offers firsthand insight into systemic racism, education inequality, and community pride.
76
How does Have You Heard George’s Podcast? (Ep.1) reflect convergence culture?
Available via BBC Sounds and platforms like Spotify—uses multi-platform reach.
77
Apply Hall’s Representation Theory to Have You Heard George’s Podcast? (Ep.1).
Podcast presents underrepresented narratives, challenging dominant media portrayals of Black British youth.
78
What makes Have You Heard George’s Podcast? (Ep.1) postmodern?
Breaks traditional formats, blends high and low culture, nonlinear narrative structure.
79
Who is the intended audience for Have You Heard George’s Podcast? (Ep.1)?
Young, socially conscious, urban audiences, especially those underrepresented in traditional media.
80
What values are promoted in Have You Heard George’s Podcast? (Ep.1)?
Social justice, cultural expression, community empowerment, and youth agency.
81
How is the Riptide music video by Vance Joy structured?
Disconnected and nonlinear—no clear narrative but strong visual-lyrical connections.
82
How does the Riptide music video interpret lyrics?
Often literally and ironically (e.g., “I was scared of dentists” shows a dentist chair).
83
What postmodern elements are present in Vance Joy's Riptide music video?
Bricolage, surrealism, non-continuity editing, fragmented identity.
84
How are women represented in Vance Joy's Riptide music video?
Fragmented, stylised, sometimes distressed—open to multiple interpretations, possibly objectifying.
85
How does the Riptide music video challenge genre conventions?
No artist performance, no coherent narrative—contrasts with typical indie pop videos.
86
Apply Barthes' codes to Vance Joy's Riptide music video.
Enigmatic visuals like the masked figure build mystery; symbolic images create ambiguity.
87
What theory best explains the appeal of Vance Joy's Riptide music video?
Hall’s Negotiated Reading—the audience makes sense of abstract imagery via personal decoding.
88
What audience is targeted by Vance Joy's Riptide music video?
Young adults, indie/alternative fans, media-literate viewers who enjoy symbolic and ambiguous content.

MEDIA COMP 1 (5 decks)

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