Representation of Paragraph
On the front cover of Adbusters, the representation of men conforms to the dominant hegemonic notions of gender. To begin with, the strong, masculine pose of the man on this cover creates a proairetic code, and this therefore conforms to gender stereotypes because within society we believe that men should be strong and this representation matches with this ideology. The mise-en-scene of this image also conforms to the ideology that men are supposed to protect and fight for their country and freedom, as he is wearing a camouflage vest and other sections of camouflage in the rest of the image, implying that he is in the army and fighting in the war. However, George Gerbner theorised that prolonged exposure to something leads to an ideology developing, and he named this cultivation theory. Because we always see this type of representation of men, it is now normal for people to see tis representation of men and this is why it conforms to the hegemonic ideas of gender.
Representation is a way of controlling an audience - the producer manipulates the audience in order to feel a certain way by using certain representations and doing certain things.
The dominant ideology of Adbusters is to TARGET and CRITICISE adverts, and this is SUBVERSIVE to conventions of magazines as magazines generally get most of their profits from advertising. It is criticising Capitalism - a society which is based off of what things are worth. They are an anti-capitalist magazine.
The representation of women in adbusters is consistently subverted. In every case in adbusters the gender norms are being subverted, as it goes against hegemonic ideas of gender. The images in adbusters often lack anchorage, and therefore the audience must make up their own mind about the article and therefore we can assume that the audience must be middle class as they must have knowledge of what is going on in the image. Adbusters frequently uses a technique called culture jamming, and this is where people take something of one culture and putting it into another context. There is also a binary opposition represented here, which creates conflict between wealth, joy, and pleasure, and misery, poverty, and struggle. The legs of the female connote to the fashion industry, and Lisbet van Zoonen theorised that women are only in media products to look at, however due to the context the image is there in order to create the binary opposition and adbusters takes away the response to the model by putting the other photographs with it.
The ideology of this magazine is shown through the lack of real advertising, as well as the way that they manipulate adverts using culture jamming.
Representation is a way of controlling an audience - the producer manipulates the audience in order to feel a certain way by using certain representations and doing certain things.
The dominant ideology of Adbusters is to TARGET and CRITICISE adverts, and this is SUBVERSIVE to conventions of magazines as magazines generally get most of their profits from advertising. It is criticising Capitalism - a society which is based off of what things are worth. They are an anti-capitalist magazine.
The representation of women in adbusters is consistently subverted. In every case in adbusters the gender norms are being subverted, as it goes against hegemonic ideas of gender. The images in adbusters often lack anchorage, and therefore the audience must make up their own mind about the article and therefore we can assume that the audience must be middle class as they must have knowledge of what is going on in the image. Adbusters frequently uses a technique called culture jamming, and this is where people take something of one culture and putting it into another context. There is also a binary opposition represented here, which creates conflict between wealth, joy, and pleasure, and misery, poverty, and struggle. The legs of the female connote to the fashion industry, and Lisbet van Zoonen theorised that women are only in media products to look at, however due to the context the image is there in order to create the binary opposition and adbusters takes away the response to the model by putting the other photographs with it.
The ideology of this magazine is shown through the lack of real advertising, as well as the way that they manipulate adverts using culture jamming.
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