Ideology: further reading and tasks

The World Of Mockingjay: Ideology, Dystopia And Propaganda


What view of capitalist ideology is presented in the Hunger Games films?

The film presents a capitalist ideology whereby  the ruling class keep the poor under control through civic means. Those in power control ideas, as well as resources. Punishments are set up in the squares for anyone who disobeys a rule, and electric fences surround the woods in one of the districts to cut off any means of gathering or hunting for food. This reinforces the capitalist view of society and helps them to remain in power. According to the Marxist theory, Marx argued that the capitalist bourgeoisie mercilessly exploited the proletariat. He recognised that the work carried out by the proletariat created great wealth for the capitalist. In this instance President Snow is the bourgeoisie and the proletariat are districts and people who work for him.



What do the Hunger Games films suggest about the power of the media to shape and influence ideological beliefs?

The Hunger Games trilogy suggests that the capitalist use the media to shape our idealogical beliefs. They do this through propaganda. However, this is not just used by the ruling class. In Mockingjay, Katniss used propaganda videos to inform the districts of the existence of District 13, the need for a rebellion and the current state of each district. This portrays the Capitol in its true light and encourages more people to rebel. Therefore, Mockingjay focuses on the media and the use of propaganda, to influence their society's idealogical beliefs. 




They Live - Understanding Ideology

What are the four accepted ideological beliefs in western societies highlighted by the article?

The ideas that make up the dominant ideology in Britain do not remain the same. they change as new ideas develop, people discuss them, and they enter the mainstream. Here, for example, are three features that are generally agreed to be part of the dominant ideology in Britain; people should put their families first, people should work hard for their money, women should behave in feminine ways, and look after their appearance. Although you may disagree with some of these ideas, they are still part of our dominate ideology.   


 What does Gramsci's theory of hegemony suggest about power and ideology in society?

Gransci defined hegemony as an important way in which those in power maintain their control through consent, rather than the use of force. He argued that the power of ideology derives primarily from ideas and structures which support, and thus serve the purpose of, an elite social group which is able to dominate through ideas, rather than militaristic strength or fear.This suggests that power and ideology doesn't have to be forced onto society, but through consent. 


What does French theorist Louis Althusser suggest about ideology and consumerism?

His view was that ideology is the greatest material power and dominates our day to day lives through two key forms of control:Repressive State Control, also known as ‘Repressive State Apparatuses’ which are dominated by the ruling elite. These state agencies regulate social behaviour and repress the masses through violence, punitive law, and fear. And ‘Ideological State Apparatuses’ (ISAs), These looser institutions control and dominate implicitly through ‘common sense’ acceptance and social norms, rather than through fear. This echoes Gramsci’s concept of hegemony, by which ideology’s power derives primarily from consent as opposed to the use of force.

Ideology and binary opposition

The most significant binary opposition is between the two of them. Nigel Farage and Russell Brand are complete opposites, they both hold very strong political views and beliefs, therefore they naturally compel off one another. Even down to they way they look, they are polar opposites. Brand points out that Farage is from a more privileged background and possibly be why he hold such views on immigrants as his social class has influenced this. He also points out that he, directing to the man in the audience, 'comes from the same community that you come from' this is makes a connection with the audience. A women also stands up and points out that Farage has these racial views because he has 'rich banker friends' and therefore is one of them. 

In this clip, many ideologies are expressed, these ideologies can either oppose the majority or reinforce the majority. Farage reinforces the ideology that immigrants are viewed in a negative light. While Brand opposes this negative stereotype. Brand reinforces the ideology that all white middle class men do is sit in the pub drinking and having a fag.

The most significant binary opposition in this clip is between Katie Hopkins and Katie Waissel. Both have very strong views about tattoos and whether tattooed celebs are a bad role model for the younger generation. Again, even their appearance and the way they are dressed is very different. Also, Wassiel is much younger than Hopkins, who has children, which could influence her views on tattoos. Furthermore, Hopkins seems to be dominating the debate and can come across as quite arrogant and overpowering. Whereas Wassiel takes a much calmer approach to getting her options across, whilst still being respectful towards Hopkins. 


In this clip Hopkins reinforces the ideology that tattoos are seen as tacky and celebs with tattoos set a bad image for young people. Whilst Waissel challenges this view and argues that tattoos are not graffiti but body art.

12D Cover Work - Monday 7/12, p1/2

The world of Mockingjay.

The world of Mockingjay article talks about the dystopian representation of capitalist
society in the latest Hunger Games film.  There is a vital ideological element to the way Panem is run, those in power control ideas, as well as resources. The world is caught under the dictatorship of President Snow who invests his ideas and beliefs into the game. He controls people that challenge his views by spending fear, this is done through propaganda and the media. According to Marxist theory, the people will always find a way to rebel and to resist power. through organising and connecting in other ways, such as citizen journalism, social media and the use of symbols – which is what the story of Mockingjay revolves around. At the beginning of The Hunger Games trilogy, Katniss was merely aware of the media surrounding her, but now she is learning how to manipulate them.


Understanding ideology 'they live' 

The dominant ideology in Britain do not remain the same they change as new ideas develop, people discuss them, and they enter the mainstream.These ideas appear ‘natural’ and accepted without question or argument. Unlike some other cultures or regimes, in 21st century Britain it is not forced upon us through violence or coercion by government or the military. These ideas are considered a ‘given’,an obvious and unspoken set of values and beliefs that we accept and follow. They system, part of the social system which shapes and forms our identities, and makes us who we are today. An ideology is a set of ideas about how things should be, and how people should behave. Hegemony is the ability of the
dominant class to project its own way of seeing the world so that those who are dominated by it, accept it as ‘common sense’ and ‘natural’. is Slavoj Zizek suggests that pleasure and the self are our only concerns in the 21st century. He argues that we are in a new global era where we cannot see how massively we are dominated by the elite 1%. 

Year 12 cover work: Representation

MM50

1. The female gaze article is about research that suggests advertising campaigns are dominated by heterosexual Caucasian size 0 to 2 models. It also states that representations of women in advertising is too white and exclusively under size 6. However, the brand 'Dove' banned size 0 models and have started to use a wider range of women with different sized bodies.
2. The film that has sparked this recent debate on body image and female representation is called 'A Perfect 14' and looks at three women that challenges the idea of beauty and what is beautiful and normal. Therefore, reject what women should look like.
3. The 'female gaze' differs from the 'male gaze' as Mulvey suggests the 'male gaze' is when women are portrayed for the benefit of men and that women are presented for men to look at as sex objects. Whereas the 'female gaze' is about females looking at other females and feeling that they should conform to this ideal body type.
4. In my opinion, the media should carry out more representations of 'real' women as nowadays young people are influenced by the mass media and should know that being a size 0 is not what you should aspire to be or what is seen as beautiful or normal. Healthy women should be represented more in media as that is what young people should inspire to be like and the media should make more of an effort in doing so.
5. 'A Perfect 14' is trying to get a clear message across to all females and males that you should be comfortable in your own skin and love your body no matter what the size or weight. It is also trying to inform people about what goes on in the modelling industry and the fact that there is weightism. 

MM51

• Introduction- talks about how representations are always, in some way, filtered through someone's point of view. It also states how a person, places, objects or ideas being represented in a media text have been mediated by the act of representation.
• Representations and the media- states that images we see in the media have been mediated by someone else's point of view and that representations go through a process of  the photographer, picture editor and news editor and its 'gatekeepers'.
• The how, who and why of representations- We must always consider who is creating the image and for what purpose. The producer considers four things: 
  
  

  
  

  -the expectations and needs of the target audience

  -the limitations provided by genre codes 

  -the type of narrative they wish to create 

  -their institutional remit. 
  
  
  Roland Barthes talks about the idea of 'naturalisation' and how the media have chosen certain things and used certain things purposely, however the audience believe it is natural and normal. 
• Another approach to ideology - the work of Stuart Hall-Stuart Halls critique is known as the 'Encoding/Decoding Model.' Hall believes that the audience do not passively accept the ideology of texts but instead social and cultural experiences effect their interpretations. There is a relationship between the reader/viewer and the text. 
• An example - representing national identity in old and new media- Old media also constructs a view to their audience. For example, in 2014, during the world cup, The Sun sent a free newspaper to millions of homes, representing it's own concept of England. The whole paper was about 'English Identity' and was a positive approach to the monarchy. The new media, was able to highlight peoples voices and their rejection towards the tabloid.

I use social media sites regularly. For example, Instagram, Snapchat, Tumblr etc. When I do post things online I do deliberate and think about what I am actually posting and think about do I want present myself in this way. However, I do not give it much thought as if I want to post something I usually just post it.

In my opinion, I think its a bit of both. The media institutions obviously have the power to put whatever they want in lets say, a newspaper article, Rupert Murdoch is a prime example of a dominate figure in the media. According to the hypodermic syringe model, we as an audience are passive. However, I think that the audience has a significant impact on whats in the media as they only produce what we want to hear. If they didnt do so things like newspapers and magazines would go out of business as no one would want to read them. 

12D Cover Work - Thurs. 25/11, p6

Graham Norton, BBC1 - Schwarzenegger 

In this clip, men are represented in a variety of different ways. Arnold Schwarzenegger is presented as strong and robust, the stereotypical man, whilst Graham Norton is presented as more feminine. Schwarzenegger is the dominate representation as he reinforces the stereotype that men should be physical fit and powerful. However, Graham Norton is the alternative representation as he challenges the stereotype as he has feminine traits. This links to Perkins theory as some stereotypes are positive and true. However, Graham Norton is gay and reinforces Medhurst's theory. The representation of elderly, white, middle-class men is reinforced as he was talking about how he plays golf etc.  

London 2012 - Bond/Queen 

In this clip, London is presented as a very wealthily and prestige place to live. Both the black cab and soldiers in the beginning of the clip are both stereotyped things you would relate to London. This is a dominate representation as it reinforces the idea that London is a wealthy and posh place to live. This links with Levi-Strauss' theory as the representation of London being rich and a posh place to live is a dominate representation, however the clip only shows the central London and not outside London were these stereotypes don't apply. Therefore, reinforcing the dominate or preferred representation. 

Some Girls: Launch Trailer - BBC Three

In this trailer, teenage girls are represented in various ways. The portrayal of the 4 girls is alternative as they are all part of a football team, which challages the stereotype of girls not being sporty. However, some conform to these stereotypes, for example, there's the 'dumb blonde' who cares about her looks and isn't very intellectual. This is a dominant portrayal of blonde girls and links to Medhurst's theory as the stereotype is very negative and often not true. However, he next girl that is introduced is quite aggressive, which is a alternative representation as girls are stereotyped as being gentle. This links with Dyers theory as they are trying to get a clear message across to the audience. The last girl that is shown is black and is the protagonist, which challenges the conception of the typical white girl being the protagonist.

Representation theories: blog task

The Help

'The Help' presents African Americans as slaves and illustrates the historical context in 1960s Mississippi. African females are the main group represented in this trailer as they are the ones who are being stereotyped. The other people represented are whites, they are seen as more powerful. This links with Dyers theory as it suggests that those in power, in this case white people, stereotype those with less power. In this case African females are portrayed as slaves/maids to the ruling class, which are white people. This is a dominate portrayal as it reinforces the stereotype that blacks are inferior to everyone else. This supports Medhurst's theory as the negative representation of the minority group is shown, which also links to Dyer's theory. However, you could argue that the stereotype is being challenged as African women are standing up to the prejudice. Also, there is another alternative portrayal of women as it challenges the stereotype that women shouldn't work and should stay at home to run the household as the female protagonist is a writer. 

In contrast, the white Americans portrayed in this trailer are seen as superior and dominate, which produces an accurate view of the historical context in 1960s Mississippi. This again links in with Dyers theory as those with power stereotype those with less power.This also supports Perkins theory as the white Americans were in power during the 1960s, which reveals the truth about the situation rather than the stereotype. The main white American, Emma Stone, challenges the stereotype of whites ruling ethnic minorities as she wants to help them get justice. However, the rest of the white American females reinforce the stereotype, particularly Bryce Dallas Howard, who wants to pass a bill that 'The Help' have their own separate bathroom, which then influences a negative perspective of white middle-class women in 1960s America to the audience. 

In addition, there is a dominate portrayal of women being the housewives or 'stay at home mums' and men being the breadwinners. The main protagonist, Emma Stone, challenges this as she becomes a journalist, writing for a local newspaper, and later on publishing a book. The other white women reinforce this stereotype as at the beginning they are all sitting round a table drinking tea and conversing. You could also argue that the African American maids are all females and not male as they are expected to be domesticated, which links with Medhurst and value judgements. 

Representation: Photoshop collages

This is a dominant representation of men as it reinforces the stereotype of men being; strong, athletic, egotistical, intelligent, protective, violent, the breadwinner.

This is an alternative representation of men as it challenges the stereotype as it shows men being; weak, submissive, emotional, caring, passive, domesticated. 

Representation

The Help

1) Black females are the main group represented in this trailer as they are the ones who are being stereotyped. The other people represented are whites, they are seen as more powerful.

2) This is a dominate portrayal as it reinforces the stereotype that blacks are inferior to everyone else. However, there is a alternative portrayal as it challenges the stereotype that women shouldn't work and should stay at home to run the household as the female protagonist is a writer.

3) Different stereotypes; black women are treated as inferior as they are slaves, women in general are housewives and the men are the breadwinners.

Migrain Index

1) Media consumption audit
2) Reading an image: RBK advert analysis & own choice advert analysis
3) Institution: major media institution research and presentation
4) Institution: brand values
5) Institution: CoolBrands research
6) Narrative: narrative theory YouTube clip analysis
7) Audience: psychographics
8) Audience: audience theory blog tasks/questions
9) Audience: audience theory - dependency theory

Audience theories

Hypodermic needle model

1. The Mail Online article links with the hypodermic needle model as it suggests that violent video games influences audiences behaviour as they become more aggressive when in certain situations. It also links with the theory as it suggests that audiences are passive and are 'injected' by the media with information.
2. The coverage of the Talk Talk hacking case links with the Hypodermic Needle Model because suggests that the video games 'inject' the audience with the violent scenes, which encourages them to perform the scenes in real life. However, this front page could be non-reliable and biased as it influences the readers to believe their view on video games.

Two-step flow model

1.  In my opinion, I think that the two-step flow model is still relevant today because it includes the influence society has and how this causes them to view certain stories.
2. TotalBiscuit would fit into the two-step flow model as he acts as a opinion leader. This is because the audience are still learning about what he is talking about but through his opinion/point of view.
3.  The Telegraph's article on Influential tweeters fits into the two-step model because it shows that single media outlets are the only influence on the audiences opinions. It also shows that other people's opinion are influential on the audiences opinions.
4. Jamal Edwards fits into the two-step model because he has his own opinion and doesn't just consume.

Uses and Gratification 

Diversion: escape from everyday problems and routine - entertainment

Eastenders: fits in with diversion as the audience want to escape their own lives and be part of somebody else's. This could be because Eastenders typically have characters that have troubled lives, which is perfect for people that just want to escape.

Personal Relationships: using the media for emotional and other interaction

Downtown Abby: fits in with personal relationships as the audience can make an emotional connection with each character. This enables them to make a personal relationship with the characters.

Personal Identity: finding ourselves reflected in texts or learning behaviour and values from the media. Reality TV or documentary

The Only Way Is Essex: allows the audience to relate with the characters' lives on the show. Maybe even aspire to be like them and adopt the same likes and interests.

Surveillance: Information useful for living 

BBC Weather: fits in with surveillance as it informs and educates us on what is going on around the world. This can be accessed by TV or an app on your phone or tablet. This is a great way of getting instant news whenever, wherever.   

Young & Rubicam's Psychographic Test

Result: Aspirer

I agree with this as I originally thought I was an aspirer as I take interest in fashion and my appearance.

Dependency theory

I use the media for a variety of different things, I would say that I use the media for both entertainment and retrieving information. I use social networking sites to keep in touch and up to date with my friends and family. I also use things like YouTube for entertainment purposes, however, I do sometimes use it if I need help on something as there are loads of YouTube videos that show you how to do things. Personally, I think nowadays people do dependent on the media to some extent as some people cant function without it. For example, some people may feel lost without their phone. I do think over the past decade or so people have become much more reliant on the media as there have been significant advances in technology, making it much more useful and vital in our lives. The invention of the Web has made humans rely on the internet for instant information, getting a definition of a word or learning how to fix something. The Telegraphs article on this does support the Dependency Theory as it talks about statistical evidence on how a generation that has grown up with the web has become dependent upon it. Personally, I believe in this statement as the media plays a significant part in nearly everyone's life. 

Audience: Psychographics

Media Awards

My favourite two productions were The Experiment and Labrat.

The Experiment 

I chose The Experiment because I really like the different types of camera work they used. I also like the fact they used a lighting to make the beginning of their production feel spooky, which informs the audience straight away that this is a dramatic production. I particularly like the camera work in the beginning, the use of a steadicam sequence/handheld camera movement as it creates realism. The use of medium/close-ups allows the audience to connect with the female protagonist. The use of non-diegetic sound, being the voice over, makes the production have a smooth flow to it. Having a close-up of the mysterious persons feet at the end, makes the audience suspicious about what is going to happen next.

Labrat

I chose Labrat because I also really like the camera work they used for this production. In the beginning they used simple close ups to create suspension and tension. The use of straight cuts, also creates suspicion as they are not smooth transition. I also thought that the stage punch was very impressive. There is a big close-up of his eye, which then dissolves out. This is then followed by even more close ups of test tubes that are being filled with very bold coloured liquid. This is very striking to the audience. In constrast, the lighting is quite dull and has a mysterious feel to it.

Institution: CoolBrands research

Apple

According to the 13 lines of appeal, Apple would come under elite people or experts. People with a iphone or a macbook for example, are seen as people who are creative and quite high tech. They believe in quality over anything, making their products very reliable and professional. This allows them to charge a premium price for their products, which indicates to people that if you have a Apple product, you are likely to have money. 

Nike 

Nike would come under various lines of appeal. One could be elite people or experts as Nike is a sports brand and a lot of professional sports players buy and represent the Nike brand. It also comes under rich and luxurious lifestyles as people that wear Nike are normally seen as 'cool' and people who have money as Nike is a high end brand. 

Youtube

All of Dyer's lines of appeal can be associated with YouTube as everything the site offers meets each line of appeal. The brand values that I would associate with YouTube are entertainment, creativity and community. YouTube has become extremely successful over the past few years as people use it for virtually anything; music, beauty, fashion, lifestyle etc. I personally think thats why YouTube is one of the 'coolest' brands as anyone can relate to it. 

Instagram

The brand values that I would associate with Instagram would be social and community. The lines of appeal, I think would depend on who is using the site as people have an Instagram account for different reasons, for example, some may have it to promote or advertise a certain brand/company e.g Topshop has their own Instagram. Some may want it so they can share and capture images to their friends and family to keep them updated. 

Netflix

Netflix appeals to everyone, this is probably why it has become so successful. Personally, it covers all lines of appeal as it covers many different genre of films, documentaries, TV series, kids programmes all on demand. You could say it most relates to the happy families line of appeal as it brings everyone together. 

Narrative

Paper towns

The enigma code could be whether the male protagonist finds the girl? Or do they end up falling in love?  The action code could be when they all get into the car, which could symbolise them embarking on an adventure. The binary opposition could be himself as he is fighting against his fears.The clip starts off as an equilibrium as there is harmony, however, then there is a disequilibrium as Margo goes missing. The princess could be Margo as she needs saving. The helpers are his friends as they help him find her. The donor could be the clues that she leaves behind for him in order to find her.The dispatcher could also be Margo as she runs away to be found by him. 

Doctor Foster

The enigma code could be is he cheating on her or not? And if so with who? The action code could be the strand of blonde hair that she finds on his coat, which implies that he is maybe seeing another women. It starts off as a equilibrium as there is harmony, however, then there is a disequilibrium when she suspects her husband of adultery. The villain could be the womens husband, he could also be the false heroas he is first perceived as someone who is good, but turns out not to be. The helper and the donor could be her friends that help her find out what is going on with her husband. 

Mean Girls 

The enigma code could be does she fall in love with the guy in her class? Or does she become one of the plastics? It starts off with a equilibrium as she is sent to a new school and has to make new friends. Then there is a disequilibrium as she starts to learn about how the school operates and what she needs to do in order to get at the top of the 'hierarchy' of the school. The binary opposition is Regina and Cady. The villain could be the school or Regina. The helper could be her two other friends that help her get into the 'popular' crowd. They also could be the donor as they give her vital information on how the school operates.