• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

: Issues in Contemporary Media and Culture Studies

Extracts from this document...

Introduction

Group Portfolio 1)Text analysis Introduction A media text is often said to be full of hidden messages, codes and ideological values which can be 'read' or perceived in different ways depending on the viewer's/reader's cultural and/or critical perspective (Kress, 1988, Barthes, 1915-1980 and Bryson, 1991). By studying a text from a range of perspectives we can make sense of these codes to gain a deeper, more rounded insight into the text's meaning and purpose. For this project, we have decided to analyse the Robinsons Wimbledon television advert, 2009. (http://www.youtube.com/watch?v=jBfLstxqjok) We will look at how meanings are constructed from three different perspectives; Whiteness and Central Identities, Diversification and 'Britishness'. The advert depicts a variation of families and individuals watching a game of Wimbledon tennis on television. We never see the television screen but the commentary informs us that one of the players is British. We see the public anxiously willing the British player to win whilst drinking Robinsons drinks. The tension mounts as the scores are read out. Finally the viewers are seen cheering at the win of a British champion and we are left with the line "It will happen again and we will be proud to be part of it. Robinsons; part of Wimbledon since 1935." We chose this text because it deals with themes of British patriotism, identity and culture, making it fitting to analyse from the perspectives mentioned above. ...read more.

Middle

Citing the work of Prasad and Mills (1997), she identifies different forms of representation of diversity: 'the melting pot, the patchwork quilt, the multicoloured or cultural mosaic, and the rainbow'. She then focuses on the mosaic representation of diversity, critically analising it as a homogenous communion, with lack of identity, without choices, centralizing on white identities. However, she compares the mosaic to the melting pot, where the exchange of cultural practices is a one way process, the more 'powerful' identity taking over 'the other', whereas the mosaic seems to put more value on diversity and thus creates inter-changes between different groups. 3) Centralising and Decentralising Identities British national identity has always been a subject of discussion and analysis as Britain is one of the most comprehensive societies in our contemporary world. The Robinsons' advert uses this aspect of Britain to appeal to all the members of the society by illustrating different households and their reaction to a tennis game won by a British player. The idea that comes across is one of unity and patriotism, regardless of race, ethnicity and religion in important British events. It seems the advert does not centralise on whiteness and implicitly does not portray minorities as 'the others', but treats them as equal parts of the society. The advert can be seen as a illustration of the political issues in Britain, to which Prime Minister Bair (2000), as cited by Gordon Betts (2002) ...read more.

Conclusion

Whiteness and blackness are also emphasised through he use of light. In the white household, the light coming through the window from outside makes everything brighter, as the family, with focus on the little girl, 'also appears to be the source of light'(Dyer, 2002). The setting of the characters also raises issues of class, age and culture, in that we are presented with the working class, the blacks, the youths, the 'normal' white British household, the Asian household; about the latter, Ghuman (1999, 2003) and Sachdev (2005), as cited by Atzaba-Poria et al (2004) affirm that 'many Indian immigrants have made a choice not to adopt a British lifestyle, but have retained the Idian customs and values'. Nevertheless, in the advert they live the experience of a possible future British champion at Wembley with the same urge and anticipation as all the other characters. As Swan (2010) identifies in 19th and 20th century British commodity adverts, 'the mosaic visually represents racial difference within a sameness grid and commodifies it. Such inscription obscures unequal power relations and attempts to diffuse political antagonism from minoritized groups, and placate the imagined white viewer, operating as a 'strategy of containment'(Giroux, 1994, 1998)'. The Robinsons advert is arguably attempting to do the same by placing all the nationalities of Britain in a idealistic homogeneity, trying to appeal to all of them in an equal manner. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Television & Radio Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Television & Radio Studies essays

  1. Why is it important to study the media, rather then simply consume it?

    a great deal of game playing is between spouses and partners" (Turner, and Cunninigbam, 2002: 265) Media study is important to study because it is not only including the good side, Media could be problems too. It is because the Media around the world is too massive and powerful, audience

  2. An analysis of the Sitcom, Will and Grace.

    In most discourse, the representations of gay characters are either "presented as tragically doomed or laughing stock for the audience." Sandler (2001:131). This ideological inference is challenged in the 1981 film, The Celluliod Closet (1981). It examines our attitudes about sexuality and sex roles using celebrities as their focus.

  1. Many voices one cause: One cause many voices? An investigation into Zimbabwe broadcasting corporation's ...

    service would be influenced by commercial considerations and the need to appeal to bigger markets. Entertainment, a legitimate right of the public broadcaster would become of paramount consideration - all to the detriment of educational and cultural programmes Tomaselli (1995:56)

  2. Big Brother and its slant on how celebrity is constructed and represented in our ...

    Others have even suggested that lifestyle programs that are advocated on the show, provide a form of general education for a mass populace, relating to post modernity found in society and television. Today in society unlike Winton Smith we are no longer afraid to admit liking big brother nor are

  1. How Does The Media Represent Rap/Hip-Hop?

    However, the media selectively exclude news frames that are truly positive when reporting on rap music. The prejudice reporting of events related to rap music is troubling as Hill has reasoned that the 'mainstream media in a democratic post-industrial society assumingly represents the collective conscious of the society.

  2. textual analysis of SATC

    * The camera cuts to a room full of instruments and we learn that Carrie is on a second date with a Jazz musician named Ray. He is obviously deeply passionate about music as we can tell from the mise-en-scene of varied instruments and shelves stacked high with vinyl records.

  1. Little White Lies - the Fukushima nuclear incident and media representations.

    Chernobyl [, the catastrophic nuclear accident that happened April 26 of 1986 in Ukraine,] was a Sunday picnic compared to? the destruction that occurred (The American Dream). The Fukushima incident is an ideal example of how the media, rather than simply notifying what actually happened and possibly preventing danger, alters

  2. My essay is based on how Blacks and Arabs are represented in the media, ...

    In the scene of the fight between Owen (Denise?s white ex-husband) and Lucas, there is a close up to Lucas face, to show the anger in him, the same close up is used when he shows affection to his wife and family and when he preaches to the church.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work