James Bond and The Male Gaze

The James Bond franchise is a clear example of film objectifying females and forcing the audience to view females and to see it through the male gaze. The scene within ' Die another day' when James Bond meets Jinx demonstrates my previous statement by the Vignette effect used to portray Bond looking through binoculars; this makes the audience look at the woman directly through Bonds eyes. This demonstrates Laura Mulvey's Male Gaze theory, as the audience are automatically made to look at and gain scopophillia and hegemonic ideologies from looking at the attractive female. This relates to how we live in a patriarchal society, where everything is ruled by males and that people are made to see the male opinion. 

In the post production editing, the woman emerging from the water is in slow motion, which makes the audience enter a fantasy world in Bonds mind. By the clip being in slow motion, the audience is able to study the woman's body, just how Bond would be taking it all in and studying her slowly and closely. The camera keeps going back to Bonds reaction to seeing the woman and then when he goes back to looking through the binoculars we take on the male gaze again. When she walks towards Bond, she shakes her hips from side to side, showing she's being sexually provocative to gain Bond's attention even more. She also has a full face of perfect natural makeup, this is a constructed representation as she would not look like this in reality. The filming has been constructed to make her look flawless even when she's come out of sea water. This also gives a false reality, as this would not happen in a real life situation and that we all gain the hegemonic ideology that women should look attractive in any life situation. 

When Bond says he is a Ornithologist, she looks down at his crotch and replies " wow thats a mouthful". This shows how provocative she is being towards Bond, to make him feel attracted to her and that she is available. Her forward behaviour, shows the audience what Bond likes in a woman, and that a passive audience of a woman may think this the way women get men to be attracted to them which gives them a hyper-reality. Whereas an active audience would see that men only want one thing from women who act in that way. 

Mulvey - American Beauty

The camera often fragments a woman's body, relating her to being an object in a males eyes. This is classed as the Male Gaze, a theory made by Laura Mulvey. She discusses how we see things through the males eyes and how a male may interpret certain situations and creating ideologies.

The camera continuously focuses on intimate parts of the woman and when she is touching herself and undoing her zip on her top. This creates an association that all women should look like this through a  males eyes and what a male wants to see in women. Also, a passive audience would think that they need to act seductively to gain a males attention and lust. However an Active audience would realise that this is what men fantasises about and not a real woman would act in this way.

The camera tilts upwards and downwards, taking the males role when looking a woman up and down and studying her body and beauty. This relates to Mulvey's Male Gaze theory, as the camera is taking the role of the males eye contact of ' checking out' a woman. The camera does this when the girl is touching herself, to show how the man will be looking at her at this specific time. Even though he is fantasising about her, the camera still interprets how he would act in that situation in reality.

You also see the ' look of the characters' and their expression to what the audience also have to watch. This is also part of Mulvey's theory and how their are 3 looks within film, one being the look of the character, the look of the camera and the look of the audience. The girl is looking directly at the camera, which makes the audience masculinised as we are taking the role of the male within the film. Whereas the man is not looking directly at the camera but slightly through the camera to show he is looking at the girl in the background. The camera shows an extreme closeup of the mans face and eyes to show his expression and reaction to what is happening in his fantasised word. He is also shown to be enjoying it which shows the gratification of pleasure and enjoyment. The girl is shown to look very seductive, especially by her movements and facial expressions to give the man pleasure.

By the zooming in on the blonde girl, she is placed in the centre which automatically reaches the males attention. By the zooming in on her, it represents the males attention and what he is focused on in particular when he is actually there to watch his daughter perform. The camera shot then changes and zooms in on the mans face and his eyes widening at the sight of her. As he begins to focus on her more and more, non diegetic music takes over and low key lighting surrounds her body which makes her more highlighted to the man and the audience. This signifies that he has entered his fantasizing world, and everything he is seeing is in fact in his head.

The red petals that fly out of her chest, has a connotation of colour of lust, which is the current emotion of the man and the girl for each other in his fantasy.

The Hunger Games Trailer; Representation of Young Women

In the trailer of the first Hunger Games, it shows a young boy and girl talking about running away together and having a life together away from society. This shows the stereotype of young romance and vulnerability for being so young. It also shows how a man and woman need each other in the world to survive, even if they don't have anyone else they still have each other.

The main focus of the trailer and the film is on a young girl called Katniss Everdeen, who's sister gets chosen to compete in the annual Hunger Games, to fight for their life against 11 other districts. Katniss then volunteers to compete instead of her sister, to protect and risk her life to save her sister from the horror that faces them.

The representation of women is varied throughout the trailer, firstly she is shown to be caring and supportive, just how women are brought up to be like. She is holding her younger sisters hand, who looks to be upset and scared. She takes on the stereotypical role of a woman to be a motherly figure and protect younger children from the harsh realities of the world.

Katniss is also shown to be brave and strong, and takes on a different representation compared to the stereotypical female who is dependant on the male and vulnerable. She is also shown to be very independent for a young woman and can think for herself and go with her own beliefs and opinions.

Primrose, Katniss's younger sister is shown to be insecure, vulnerable and afraid. This relates to her age as she hasn't matured yet compared to her older sister and is delicate with her emotions and sensitivity. Katniss takes on more of a male role within the film and trailer which goes against the stereotypical role and representations of women in the film industry.
 

Describe Niche and Mainstream audiences with specific text examples.

A Niche audience is that of a specific content that directly targets a relevant audience, which can be a lot smaller than a mainstream audience. To determine whether a text has a Niche audience is the scheduling of the programme, its specific content, the audience access and the mode of address. A text that has a Niche Audience may be " Natures Microworlds" which can be found on BBC 4. This channel generally airs programmes of a specialist content, which only some people would have an interest in. It is shown during unpopular times such as in the middle of the day when people who arent at work such as elderly people who may take an interest into wildlife. Also people with that specific interest and want to be educated will record it during the day and watch it when neccessary. Also Niche Audiences have the uses and gratification of " Information", where the audience want to be educated about the specific topic. A Mainstream audience, wouldn't necessarily be interested in this specific programme as they may not share an interest into nature and its activities. Thats why the scheduling of this programme is so important, to get a good amount of views per showing. 

A Mainstream Audience is viewed by a large mass of people, based on popular cultures and interests. Texts which target Mainstream Audiences are those that are repeated multiple times within the week, are televised at popular times during the day and are based on popular interests such as; singing, dancing, real life dramas etc.  A text such as the X Factor, is shown on a saturday night at 8pm, which is a time where families are sitting watching TV, might be having a takeaway and are looking for a programme which provides entertainment.  It is also shown on ITV1 which is a popular channel for reality TV shows. It also advertises other reality TV shows broadcasted on the same channel and things relating to the audience watching EG families, so clothes, food shopping and car adverts. Mainstream texts follow the uses and gratification of ' Entertainment' as the audience is able to escape from problems, are able to relax and may be able release emotion. The programme targets both males and females; as females may enjoy the singing side to it whereas the men may watch it due to an attractive judge like Nicole. The X factor targets all of these points, showing funny and terrible singers creates humour and entertainment. Whereas a really good singer could create emotional release and make someone cry; which both make the programme a success. Another uses and gratification is Intergration and Social Intergration, which is popular within Mainstream texts. The X factor, although a singing competition, gives insight into other peoples situations and can create sympathy towards that person. These are created by the " sob stories" which draws the audience in and to make an opinion on the person. Reality TV shows are also basis of conversation within social groups as most people tend to watch them. This encourages people to watch a specific programme so they can join in with general conversation and share similar interests.

A2 Coursework

Q1: How is the female representation constructed to sell products? Focusing on advertisements such as Gucci Guilty and Paco Rabanne's Lady Million.

In my coursework I intend to focus on the representation of women in the media, specifically focusing on perfume advertisment posters and magazines. Women are objectified and sexualised in the media by their body and appearance and the audience is frequently given the role of the male gaze, focusing on intimate and sexual parts of a womans body. Firstly i will focus on how the Male Gaze theory by Laura Mulvey is used to explain how women are viewed and sexualised in the media; by the title of advertisements and images. Secondly the connotations related to perfume and colour schemes and also how marketing and design can connect other reasons why consumers want to purchase the product. Finally i will investigate into theories such as Hegemony and Feminist theories and how they relate to the representation of women in perfume advertisements. 

A2 Coursework Idea

A2 Coursework Ideas