Monday, November 25, 2019

representation analysis

Media representation varies depending on the subject and the social norms surrounding it. It varies through a number of factors, sex, occupation, age, races, social classes, It all depends on the media’s intended target audience and demographic. The media defines a majority, anything from appearance to behavior and the way that they define it can be damaging to the audience, intended or not. The difference between males and females in the widespread media is damaging in itself, creating a sense of inequality between the genders. Commercials, Movies, and TV shows even create unfair representation surrounding the younger and older age groups. Depicting the elderly as mean, impolite and cranky while the young children are innocent and pure.

In the Axe Body Spray Commercial, featuring a woman who is dehumanized in her desire to obtain a man through her “sexual prowess”. It builds silly expectations among men and women, for how they should act around each other, going back to the way it harms the viewers. They create the false idea that their product would make you more handsome, attractive, rich, successful with women, and many other qualities. “If you spray yourself with Axe, women will come to you right away” This is the main message that this commercial transmits.

However, the H&M “close the loop” advertisement is the complete opposite in its message, promoting self individualism and… even recycling. H&M features people of different shapes, genders, religions and different backgrounds to prove anyone can be represented in the industry. It proudly acknowledges the diverse groups of the world, shooting videos of different people, in different locations wearing different things, but with one common message from them all, to get the world recycling to make fashion more sustainable.

Sunday, November 10, 2019

genre blog


Crime & Gangster

Typical viewers of Crime and Gangster film are usually, either 15 to 24 years old, a male, in a middle to the upper class. Males are the dominant viewership of these types of films as many main lead roles are males, and this viewership feels as if they are being represented in that sort of way. A strong example that has done well, and represents their viewership explicitly well would be, 1990's Goodfellas by Martin Scorsese. Specifically, the sub-genre of a Crime film would be the American Gangster, a different outtake on the American Dream. It is essentially centered on organized crime in the 20th century. They are developed around the sinister actions of criminals or gangsters, particularly robbers, underworld figures, or ruthless gang members who operate outside the law, stealing and violently murdering their way through life, achieving success in a different way.


The features that bond into these films are special, and don’t change very often. When it comes to the typical content that is present in these films it tends to have a single male lead, that is involved in a criminal organization that perform illegal, illicit acts to achieve success, but has an eventual downfall. One major example would be Henry Hill, the main protagonist in Goodfellas, who comes from a poor background but quickly rises through the ranks of the Mafia and he reaches these soaring heights of wealth and power before his own personal power begins to lead him to his own downfall.


These productions also lean to certain techniques almost always. There’s always an emphasis on visuals, especially clothing, setting and set design. For example, in Scarface, there was an importance on their 80’s style clothing, inner-city 80’s location, it gives us the feeling that we, as the viewers are in the world of the gangster story. For example, in this picture, it shows a fitting tone which helps define it as a Crime genre as it encapsulated the 1980’s criminal world, and stressed how things looked in that era.



However, all of these techniques of the crime film world would be what they were if it weren’t for their marketing strategies. The marketing campaign almost always consists of commercials and trailers. Many of these trailers give an insight on the conflict of the characters and their story. While some adverts are witty and entertaining, such as the commercials for the show, Sopranos.


Casino (1995)


This Mafia film by Scorsese captures the Crime and Gangster genre to the fullest. The main character, Ace Rothstein, is sent out to manage a Casino. Ace works in the Casino and skims money for the mafia, and makes a name for himself in Las Vegas. He came from a poorer background and had made a successful image out of himself, the typical content out of Crime related movies. However there is an eventual downfall, and in Ace’s case, his success slowly but vastly diminishes, as the police get involved, and he loses his Casino. Much of the story is based in the 70’s, in Las Vegas, with a vast majority Italian-American leading cast. This whole movie is developed around the actions of a man connected to the mafia, and how his connections to the mafia and rise to power eventually led to his own downfall.


Bronx Tale (1993)


De Niro’s film, Bronx Tale tells the story of an Italian American boy growing up in the Bronx. The boy, named Calogero is torn between the temptations of organized crime and the morals of his honest and hardworking father. It starts with Calogero working up his way in the neighborhood and being taken under the wing of the neighborhood mobster. The movie perfectly captured the 1960’s Italian and African American neighborhoods of the Bronx through the set design. It is developed around the gang members who operate outside the law. However, it ends as the protagonist’s mentor is killed. Most of these crime and gangster films follow the plot of eventual success but with an eventual collapse.


Other Film Examples

1. Goodfellas

2. The Godfather

3. American Gangster

4. Scarface

5. Gangs of New York