MIGRAIN 3 Assessment - Learner response

Your learner response is as follows:
Create a new blog post called 'MIGRAIN 3 Assessment - Learner response' and complete the following tasks:

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: Rubana ,strong overall attempt for this paper-lots of detailed analysis for Q1 +2 great media theory knowledge for Q2 

EBI: Not enough analysis of figure 1 or other examples in the media , much time spent explaining the theories. 

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.

Q1-  6/8 

 -The Carolina Herrera fragrance campaign reinforces traditional representations of gender

through a combination of factors including images, language and typography.

• The image on the ‘Bad boy’ advert constructs a range of interesting meanings. It reinforces

male dominance with a suit and open-necked shirt connoting power and authority, albeit

relaxed. The man is sitting in comparison to the woman kneeling on the floor and has his leg

crossed to reinforce his relaxed dominance of the scene. One eye is visible and makes

contact with the audience but in a markedly different way to the woman’s gaze.

• The pack shot in the shape of a lightning bolt also has connotations of power and authority.

Q2- 8/12

• 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.

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 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.

• The Carolina Herrara advertising campaign may be seen as an attempt to reclaim traditional

gender roles in response to an increasing tolerance of gender fluidity and non-binary gender

identity.

• 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.

• David Gauntlett argues that masculinity is constantly evolving and social concerns that

masculinity is ‘in crisis’ are exaggerated. However, this campaign does not provide particular

evidence for an evolution in representations of men (aside perhaps from a lack of socks and

no necktie). Indeed, this campaign reinforces classic masculine stereotypes and therefore

perhaps provides evidence against Gauntlett’s theory.

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.

-The text reinforce the gender roles expected in society, supporting Judith 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.

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.

Examples of our own different than CSPs