MIGRAIN Assessment 3 - Learner response

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
WWW
Very good knowledge and understanding of media theories and ability to explore language media products and how they create meanings to audience
EBI
Refer more to other campaigns and the Carolina Herrera when you are answering Q2. you do well to explain what the theorist believe but how does this relate to the media product and others.
12/20
c

2) Read the mark scheme for this assessment carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you didn't achieve full marks in a question, write a bullet point on what you may have missed.
Question 5/8
Butler’s theory that gender is “a performance” – a pattern of repeated acts or rituals. Here,
the expectation that women should be ‘good girls’ while men are allowed to be ‘bad boys’
reinforces the restrictive gender roles that are set from childhood. This is then explicitly
reinforced in the text ‘The new feminine/masculine fragrance’ – suggesting that people
should behave, look and smell a certain way to perform their gender.
The choice of typography – serif font, formal white on dark background – reinforces this idea
of traditional gender roles and rejects the current move in society and the mass media for a
more ‘woke’ approach to gender identity and fluidity. The
Question 2 7/12
The ‘Good girl’ / ‘Bad boy’ campaign that strongly reinforces classic gender stereotypes
contrasts with recent campaigns such as Gillette’s ‘Boys will be boys’ advert that went viral
for attempting to challenge toxic masculinity.
The Carolina Herrara adverts reinforce Mulvey’s idea of the ‘male gaze’ – that the media is
constructed for the pleasure of a male audience. The image in the ‘Good girl’ advert overtly
sexualises the female model, placing her in a submissive position at the feet of a man and
exposing her leg.

3) For Question 2 on the social and cultural contexts of gender representations, identify three potential points in the mark scheme that you didn't include in your answer.
The Carolina Herrara campaign reinforces Liesbet van Zoonen’s ideas regarding the media
and patriarchal dominance. Undoubtedly, the female model is presented as a ‘spectacle’ for
male pleasure and the positioning of the models and the use of text (‘good girl’ and ‘bad
boy’) establishes a male dominance.
The campaign reinforces Judith Butler’s work in Gender Trouble – particularly the idea that
gender is culturally and socially constructed – not ‘natural’. The construction of the adverts
supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of
gender roles and heterosexuality.
The Carolina Herrara advertising campaign reflects a more traditional approach to
representation than found in many modern campaigns. This perhaps reflects the recent
cultural backlash against ‘woke’ or ‘PC’ (politically correct) causes as evidenced by right-wing
political campaigns such as Trump or Brexit.

4) Having read the whole mark scheme, pick out one media theory that you didn't include in this assessment and summarise it briefly here so you can use it confidently in future.
David Gauntlent

David Gauntlett wrote extensively on gender representation and the importance of role models in the media in the late 1990s.

He believes the explosion in media consumption in the 1980s and 90s gave audiences a chance to actively construct their identities and possibly move away from traditional stereotypes.

However, he still acknowledged Butler and van Zoonen: “Although the popular remix of feminism is accepted by young women, it remains the case that most women and men remain somewhat constricted within particular gender roles.”

5) Based on your experience in this assessment, identify three aspects of Media (e.g. skills/particular theories/examples) that you need to work on for your next assessment.
Analysis unseen images
Relating theories to the media prod