Representation - 500 word analysis

Representation Theories

The clip includes several scenes in which they show the gangsters (antagonists) using weapons and engaging in activities such as boxing and gambling. The representation of the main antagonist, Mickey Cohen, who was an Italian- American mobster, links to Medhurst’s representation theory that explores ‘’shorthand stereotyping’’. This is because the audience immediately assume that all Italian- Americans are violent and unlawful and use aggression and exploitation to get what they want. The stereotype therefore carries this judgement which in turn creates an overall negative representation of all Italian- Americans.

Perkins’ representation theory can also be applied to the clip as some stereotypes can be different. She states that stereotypes are not always about the less powerful- in this case the group that are being stereotyped are Italian-American mobsters who are seen as a powerful group. Also the police detectives are represented as dominant, reckless figures who are also a significant group in society. This is shown when one of the characters says, ‘’were not solving a case here…were going to war.’’ These examples can also link to another point that Perkins’ explores which is that ‘’stereotypes are not always false’’. The context of the trailer suggests that there were many Italian- American mobs at that time so it would not particularly be seen as a stereotype, but rather a representation of the dominant groups during that time. This is shown when one of the police detectives says ‘’it’s not going to change anything around here…’’, which suggests that there were many crimes taking place, that were affiliated with gangs. Also some of the characteristics of the police detectives may be true as they are in fact seen as dominant figures.  This also links to Levi Strauss’ theory of representation and ideology as the context and general ideology at that time helped the producer come up with a way of representing the different groups in society. Even though these characteristics may not be completely true, the producer has purposely chosen them to create a dominant or preferred reading of the groups.

The representation of the female character in the trailer could also link to Mulvey’s theory of the ‘’male gaze’’. The character’s costume/make up, which consists of a red dress and red lipstick, could connote themes of love and seduction. This links to the theory as it reinforces the idea that the women in the film are represented as sex objects. Therefore the scene and representation of the female character is specifically for the benefit of men. There is also a shot of the female character dancing in her underwear which could also suggest that the audience is positioned as male. However the following scene shows the female character and one of the police detectives in bed. This could link to Rosalind Gill’s updated version of Mulvey’s theory which explore the ‘’female gaze’’. The sexual references and scenes could also be for a female audience as there is also an appealing male character. Therefore the representation of women in the film is not particularly sexist as there are also scenes where male characters are also ‘’objectified’’  

Representation clip analysis

Dominant and Alternative Representations

Gangster Squad 

1) List the different people/groups represented in the trailer (men/women/Americans etc.)

Men, women, Americans, police detectives, gangsters

2) For each group, decide whether the representation is a dominant or alternative portrayal.

Men - dominant 

The male characters in the trailer are presented as strong, powerful, and reckless figures who are willing to do anything to get what they want. They are also very aggressive and violent which is a common characteristic amongst male characters.

Women- alternative/ dominant

The woman in the trailer is portrayed as confident and independent when she is talking to one of the detectives at the bar. This is the alternative representation as women usually play characters who are vulnerable and rather dependent on others. This is shown later on in the trailer when the women asks for the mans help (dominant representation). 

Americans - dominant 
The all American cast is portrayed as a violent and reckless group of people who again are willing to get what they want using force. They are also seen as the ''intelligent group'' who come up with ways to get rid of the enemy.  

police detectives- dominant/ alternative

The police detectives are seen as independent, and confident figures as they are seen coming up with plans and carrying out dangerous tasks in order to complete their mission. However the alternative representation could be the diversity amongst the group. For example there is one member of the group that is African american. Also, a mechanical expert who has a loving family is also seen in the group. 

gangsters- dominant

The gangsters are seen as ruthless criminals who use extreme violence to stop the opposing group getting in their way.

3) What stereotypes can you identify in the trailer?

The trailer suggests that Americans are violent and dominant figures. It also suggests that women are weak and vulnerable and seek assistance and safety from a dominant male figure.

Audience Pleasures: The Battle of the Christmas Advert

John Lewis Adverts 
1) What audience gratifications / pleasures are offered by the John Lewis brand? Consider all three adverts from 2014-2016. How are they similar in the pleasures they offer? How are they different?
John Lewis adverts tend to use content and iconography that will appeal to a ''mainstream'' audience as they are more educated. They usually belong to the A B C1 bracket and tend to be the mainstreamers, explorers and succeeders ( from the Young and Rubicen Model ). The adverts from 2014-16 all include lines of appeal (Dyer ) that attract this particular audience e.g happy families, dreams and fantasy, and the natural world. They all revolve around emotive narratives that tend to make the audience think about the lives of different people during Christmas. Relating to the Blumler and Katz theory the advert uses diversion (escape from everyday problems) and personal relationship (emotional connection) to connect to the audience.  

Criticism
2) What are the objections of some members of the audience? Do you agree or disagree with these viewpoints? Why?
The Guardian suggests that some members have said that the advert links to animal cruelty as there have been cases of pets being stuck in nets, which can kill or injure animals such as badgers, deers and owls. It also states that some of the animals e.g the hedgehog are ''not even British'' which could also affect animals due to the change in habitats. I partially agree with this particular viewpoint as it might encourage young viewers to play with their pets in ''extreme'' ways which may harm them.  
The Manchester Evening News suggests that it ruins the idea of Santa bringing presents as it clearly shows the dad buying the trampoline fro his daughter. I disagree with this particular viewpoint as I believe that children will eventually know that Santa is not real. If they continue to believe it at a young age they are likely to become ''obsessed'' with the idea. 

Christmas ads 2016
1) Which do you think is the most appealing and why? Try to use some of our audience theory in your answer. 
I think the most appealing is the Heathrow Airport advert. Even though they used animation like the rest of the adverts, it would appeal to a much larger audience- from children to the elderly. The characters in the advert connote themes of family and happiness as the advert is intended to ''bring the family together for Christmas''. Therefore the advert uses personal relationships in order for the audience to develop affection for the characters on TV. 
2) Are there any audience pleasures that two or more of the adverts have in common? Choose two examples to illustrate your point. 
The ''sainsburys'' and ''very'' adverts both use diversion to appeal to their audience as they both use songs along with the narrative. They are both used as a source of entertainment rather than information (surveillance) 
The ''aldi'' and the ''heathrow airport'' adverts are both used for surveillance as they provide information on the services they provide. The ''aldi'' advert showcases all the different food products they offer, while the ''heathrow airport'' advert goes through the standard ''airport procedures'' e.g going through customs or visiting the gift shop. 
3) Choose a different advert and identify the target audience for the advert. Answer in terms of demography and psychography. What tells you this?

House of Fraser 2016

I think the target audience for this particular advert is 15-25 year olds as it uses a trendy soundtrack which would appeal to this demographic. The choreography in the advert is also associated with this particularly young demographic. The audience would fall into the A B C1 bracket which consists of people who are upper/middle class and are employed in areas such as education, healthcare and the creative industry. The quality and price of the products at ''House of Fraser'' seem to appeal to this particular demographic. In terms of psychographics, the audience would mostly consist of explorers, succeeders and aspirers as this advert connotes themes of freedom and expression which is usually associated with these psychographic groups.  

4) Why do you think Christmas adverts, in particular, often use emotive language and narratives to appeal to a wide audience?

Christmas adverts revolve around emotive narratives as they usually connote themes of togetherness and celebration which appeals to audiences especially during the festive season. It shows audiences the importance of family and how the lives of people differ during the Christmas holidays. These ideas appeal to audiences and therefore make these adverts a source of entertainment as it shows them iconography such as ''happy families'' and ''dreams and fantasy'' (Dyer's lines of appeal). Also these ideas are relevant to a large demographic as they can appeal to children as well as adults. For example, emotive narratives are also used with animation to make the advert endearing.

5) Choose an advert with a narrative and, just for fun, apply one of our narrative theories to it. Why does a narrative have a place in an advert? 

Dogs Trust 2016

Todorov's theory of equilibrium is used in this advert to create an emotive narrative. The existing equilibrium is the dog playing with the doll. The iconography of the ''special'' doll suggests that the dog is lonely and is trying to find that ''special someone'' to be his owner-  as stated by the adverts name. The disequilibrium is then the owner showing up and adopting the dog. Therefore the new equilibrium is the man and the dog being together. The advert uses one example to show the audience that there are thousands of dogs that need a new home. Towards the end, another dog is seen with another doll which persuades the audience to consider adopting one. The narrative uses an emotional soundtrack and narrative to make the audience sympathize with the dogs that are homeless.  

Audience: Effects theories

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
Yes I occasionally play violent video games e.g Call of Duty and watch violent films e.g Scarface . No I am not ''violent in real life. Yes I do see products online and on TV and sometimes buy them. Yes I have seen a documentary which draws attention to a certain issue and now I feel strongly about it e.g the issue of deforestation and how it affects the lives of animals. 

2) What are the four categories for different effects theories?
Direct Effect Theories 
Diffusion Theories 
Indirect Effect Theories 
The Pluralist Approach
3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 
Childs Play - The murder of Jamie Bulger 
Marilyn Manson- The Columbine High School Shootings
Natural Born Killers- a number of murders committed by romantically linked couples. 
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
Occurred on April 20, 1999 - two teenagers went on a shooting spree at Columbine High School in Colorado, killing 13 people and wounding more than 20 others before turning their guns on themselves and committing suicide

5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?

• The ease of access to firearms and the social acceptance of gun ownership
• The alienation felt by teenagers who felt as though they did not fit in
• The hopelessness caused by living in an area where unemployment was high and was economically disadvantaged
• The general desensitisation caused by access to a range of violent images: film, TV, the news, the internet

6) What does Gerbner's Cultivation theory suggest?
It suggests that media affects attitudes rather than behaviour. If an audience is repeatedly ''exposed'' to certain ideas and values it may make the ideas presented seem like valid information. They appear normal or natural. The audience becomes desensitised towards negative or violent representations. 
7) How does this front page of the Daily Mail (from this week - Wednesday 16 November) link to Cultivation theory? 
It makes the audience believe that the headline is typical or ''normal'' as there have been several stories o children being exposed to too much Tv. 

8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
Violence is only acceptable if its for a good reason. However if someone uses violence for a bad reason they should be punished.  

9) What criticisms of direct effect theories are suggested in the factsheet?
They assume that the audience is not perceptive or self aware. 

10) Why might the 1970s sitcom Love Thy Neighbour be considered so controversial today? What does this tell us about Reception theory and how audiences create meanings?
It includes some content that may be racist or offensive to modern day viewers. It links to the reception theory as it suggests that no text has one single meaning, and that the audience create meaning based on individual factors such as age, race, religious beliefs etc


11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
The sun and Guardian may report the same facts but differently
Media producers can never know how audiences interpret information
Audiences may have different experiences and opinions and can interpret texts differently.12) Which audience theory do you think is most convincing? Why? 
I think that the most important audience theory is the Hall theory as it suggests that different people can interpret the same text differently based on individual factors e.g their age, gender, religion etc. However I also think that Gerbners theory is also relevant in today's society as we are desensitised to certain content in a media text e.g the use of violence. Also since there are several sources of media available we can easily assume that some information is true based on the frequency of that information on different texts. We somehow use stereotypes to assume that information is valid. 

Genre

Factsheet 3 - Genre Categorizing texts

1) What example is provided of why visual iconographies are so important?
The visual iconography in TV shows and films can be similar however the use of different elements in media language e.g high key lighting, can help distinguish the genre of a certain media text. 

2) What examples are provided of the importance of narrative in identifying genre?
The example of sit coms and soap operas are used to show the importance of narrative. In sit coms the narrative structure is usually linear whereas in soap operas, multi strand narratives are used. 

3) What is the difference between character representation in action movies and disaster movies?

In action movies the protagonist is isolated and independent throughout the movie, whereas in disaster movies the characters are usually in a group in which each of them have different abilities that allow them to help each other out. 

4) What are the different ways films can be categorized according to Bordwell? 

• Period or Country, e.g. US films of the 1930s
• Director / Star, e.g. Ben Stiller Films
• Technical Process, e.g. Animation
• Style, e.g. German Expressionism;
• Series, e.g. Bond;
• Audience, e.g. Family Films

5) List three ways genre is used by audiences.

1. Genre can help an audience decide whether or not they will like the film  
2. They can also use their knowledge of genre to prepare for a media text. Chandler states that different genres have ''particular conventions'' that can improve our knowledge and allow us to have certain expectations when watching a media text of this genre.
3. They can use genre to compare media texts. For example if you are trying to explain a TV show to someone the first thing that you would mention is the genre. 

6) List three ways genre is used by institutions or producers.

1. Genres are paradigms or templates that media producers can follow when coming up with a new film or TV show. This allows them to use similar conventions that a particular genre includes and also avoid mistakes that have previously been disliked by audiences. They can also get inspiration if they want to add their own twist to the film. 
2. Genres also attract audiences- some people may be interested in new shows just because its in a particular genre. 
3. They are also useful when advertising texts. By showing the audience a few codes and conventions in the trailer, it will attract fans of the genre. 

7) What film genre is used as an example of how genres evolve? What films and conventions are mentioned?
The article mentions that the Gangster genre has evolved. Films such as Scarface, Reservoir Dogs and The Sopranos were mentioned to suggest that most gangster films revolve around ''rivalry between opposing gangs'' and the fight for power and status. Conventions such as gang violence and also conflict with the police and criminals would also be relevant to the genre. 

Factsheet 126 - Superheroes: A genre case study 

1) List five films the factsheet discusses with regards to the Superhero genre.

1. The X Men 
2. The Avengers
3. Batman
4. Guardians of the Galaxy
5. Superman

2) What examples are provided of how the Superhero genre has reflected the changing values, ideologies and world events of the last 70 years?

Overtime the superhero genre has changed by offering slightly different narratives. The superheroes '' face different villains, overcome different obstacles...''. The superhero genre fits in with the dominant ideology and ideas during that time so that audiences can relate to them. For example, In the 1940s Superman would battle against Lex Luther (who was a wealthy businessman). The events during this time, such as the Great Depression related to movies like Superman and allowed audiences to relate to the movie. 

3) How can Schatz's theory of genre cycles be applied to the Superhero genre?

Schatz theory applies to the superhero genre as it is dynamic and goes through a cycle:

Innovation-  ''the visual codes were largely established in comic books.'' For example a man wearing a cape and uniform with a certain emblem, would be a visual code for a superhero movie. 
Classical- The conventions are repeated
Parody- The codes then become cliched and repeated mainly to be ironic and funny. 
Deconstruction- the genre is experimented with to establish new or different conventions.

Own Genre Analysis- Mr Robot

General

1) Why did you choose the text you are analysing?
I chose it because its not a typical crime/thriller TV show. It revolves around hacking and other forms of cyber crime. 
2) In what context did you encounter it?
I saw it on Amazon Prime
3) What influence do you think this context might have had on your interpretation of the text?
I would've expected it to be quite intriguing and creative as Amazon Originals tend experiment with certain conventions associated with a genre.
4) To what genre did you initially assign the text?
I expected it to be a sci-fi/ drama as the name Mr Robot sounded like a machine that became friends with a guy in a black hoodie. 
5) What is your experience of this genre?
I've watched the flash which is a sci-fi/ drama show. However I usually don't watch movies or tv shows that are sci-fi.    
6) What subject matter and basic themes is the text concerned with?
The show revolves around the 5/9 hacks and the way in which ''fsociety'' a hacker group similar to ''Anonymous'' can hack into almost anything. 
7) How typical of the genre is this text in terms of content?
It is not typical of the crime/ thriller genre as they tend to explore themes such as murder and theft. Even though some of these conventions are seen in MR Robot the show is mostly based on cyber crime and hacking.
8) What expectations do you have about texts in this genre?
I expect a crime/thriller to have conventions such as a protagonist e.g the police or a detective, a villain e.g a murderer or a bank robber. I also expect it to be fast paced and dramatic which contrast Mr Robot. 
9) Have you found any formal generic labels for this particular text (where)?
I thought it was a drama/sci fi, however it turned out to be a crime/thriller (according to IMDb)
10) What generic labels have others given the same text?
Other people would probably think that it was a sci-fi too
11) Which conventions of the genre do you recognize in the text?
There is always a disruption in the equilibrium, usually after a chain of events that create tension.The characters also frequently use props such as guns and lighters.
12) To what extent does this text stretch the conventions of its genre?
It stretches it to a large extent as the show doesn't use the typical conventions seen in the crime/thriller genre. 
13) Where and why does the text depart from the conventions of the genre?
Although there is low key lighting in some scenes e.g in a therapy session with Elliot and his therapist Krista, it is not as frequently used as it is the genre. It isn't always fast paced as some scenes are purposely slowed down to create tension e.g when Elliot is breaking into the temperature sensors in a high security building.
14) Which conventions seem more like those of a different genre (and which genre(s))?
These conventions are usually seen in a drama / sci fi show.
15) What familiar motifs or images are used?
A suspicious character in a hoodie (Elliot). A authoritative figure in a suit or formal attire (Tyrell and the police)   

Mode of address

1) What sort of audience did you feel that the text was aimed at (and how typical was this of the genre)?
I thought it would be aimed at 15-25 year olds, as this particular demographic is common amongst the crime/thriller genre.
2) How does the text address you?
It is aimed at teenagers who are interested in narratives that explore the crime genre. 
3) What sort of person does it assume you are?
It probably assumes that I am educated and therefore can understand the different types of crime that take place nowadays. 
4) What assumptions seem to be made about your class, age, gender and ethnicity?
It probably assumes that I am a teenager/young adult (mostly male) who is part of the working/middle class, and also white, 
5) What interests does it assume you have?
It probably assumes that I have an interest in technology. 

Relationship to other texts

1) What intertextual references are there in the text you are analysing (and to what other texts)?
There are references to the 5/9 hacks as well as the infamous hacker group, Anonymous.  2) Generically, which other texts does the text you are analysing resemble most closely?
It is quite similar to the show Dexter which is a crime/drama 
3) What key features are shared by these texts?
Both characters, Elliot and Dexter, play vigilantes in the narrative- they both use evidence to find criminals and ''get rid of them''. They are also the narrators of their own stories. They are also independent and pursue their secret lives outside of working hours. They also keep a record of their ''victims''- Dexter keeps blood samples while Elliot burns information on CDs and places them in an album.
4) What major differences do you notice between them?
Elliot character is not able to hide his secret identity as well as Dexter does. 

Audience: Audience theory tasks

Hypodermic needle model

1) How does this article link to the hypodermic needle model?

The article links to the ''hypodermic needle '' theory as it suggests that playing violent video games ''over a three-day period is enough to increase aggressive behavior''. This suggests that newspapers such as the ''Daily Mail'', ''inject'' inaccurate information so that readers become concerned over certain issues. This controversy sparks the attention of a passive audience, which makes them believe the information they are told is true. 

2) How does coverage of the Talk Talk hacking case link to the hypodermic needle model? Why might someone criticize this front page? 

The positioning of the title and headline suggest that teenagers who are ''addicted'' to ''violent video games'' are likely to become hackers. This links to the hypodermic needle model as readers are convinced that this in fact is true, which can lead to controversy over whether or not teenagers should play ''violent video games''. 

Two-step flow model

1) Summarise the two-step flow model. In your opinion, is the two-step flow theory still relevant today?

The two step flow model shows that media is first recognized by ''opinion leaders'', who then influence individuals (or a particular audience)  as they are encouraged to support that opinion. I think this is still relevant today as there are many famous figures that are likely to influence us especially when there are several sources of media available everywhere. We are somehow subjected to support an ''opinion leader's'' judgement as we feel that they relate to us, which then reassures us that our opinion is right.  

2) How does this Youtube blogger fit into the two-step flow model?

''TotalBiscuit'' fits into the two step flow model as his videos consist of him reacting to certain things e.g video games or food from all over the world. For example his video ''TotalBiscuit tastes Greece'' may make his viewers think that Greek food is not that good as he does not like it. This reaction then influences the opinions of the audience who may change their judgement because of him- his viewers may never want to try Greek food. Therefore he becomes the ''opinion leader'', while the audience are influenced by his opinion,

3) How this this Telegraph article on influential tweeters fit the two-step flow model?

The article shows a list of Britain's most influential tweeters, with the top position being given to Liam Payne from One direction (who has 12.3m followers), This suggests that celebrities are able to influence the opinions of the public due to their own beliefs. One Direction followers are subjected to support their opinion just because are popular and ''connect'' with them. Therefore this links to the two step flow model as they are the ''opinion leaders'' who are able to alter the views of an audience.
4) Read this BBC profile of Jamal Edwards. How does Jamal Edwards link to the two-step flow model?

The article links to the two step flow model as it shows us that Jamal Edwards is also another ''opinion leader'' as his achievements have made him very influential Since he is the founder of SBTV, a young audience will most likely be influenced by his decisions. Being a British celebrity, who was once an ''amateur film-maker'', he becomes a role model to the younger demographic, who believe that his opinions are important due to his success. This reassures a young audience that they can also be successful.

Uses and Gratifications theory

1) For each of the four categories, write about one media text that fits that particular audience use or pleasure. Make sure you explain WHY it fits the category and use images or clips to illustrate your points.

1) Identify- Beyonce

Beyonce is seen as a role model to a very large audience as her music, and beliefs in general, express certain ideas that people can identify with. She is known to promote ideas about the empowerment of women, body image, equality etc. This therefore fits into the two step flow model as her achievements influence a particular audience and can change their judgement on certain issues. 

2) Educate

Bear grylls born survivor is an educational and entertaining TV show that shows us suitable ways of surviving in the harshest climates. Grylls teaches us vital skills e.g starting a fire that is important if you are ever end up in a similar situation. The show gives us a sense of security and confidence through the knowledge of these survival tactics. It can also be entertaining as its interesting to find out about the world. 

3) Entertain- Modern Family 

Modern family is an example of a TV show that most people can relate to. The different scenarios  and situations that the families in the show end up in are both funny and relatable. Some scenes may even affect us emotionally. These types of TV shows allow us to be diverted from our own problems temporarily as well as being a souce of entertainment or a ''time filler''.

4) Social interaction

Countdown is a popular British game show that allows the audience to play along and find words before the contestants do. This gives people a sense of belonging as it appears as if they are participating. Also given that they get most of the answers correct it would boost their confidence and also be the basis of a conversation. Additionally it allows us to connect with our family and friends.

Audience: Psychographic profilling

Presentation: Strugglers

https://drive.google.com/open?id=0B9Oq2QuGbYq-MXd4aWx0TFVxcW8

Narrative blog task

Film- Inside Man (2006)

In this scene there are several enigma codes (Barthes) e.g the identities of the characters in the white jumpsuits, and also how the robbers intend to get away with the crime. These elements make the movie compelling and suspenseful. Interestingly, the rabbi's character also becomes an enigma, as he was the only one that was standing when the hostages were told to get down. This could possibly suggest to the audience that the rabbi may have an important role in the following scenes e.g being the hero. There are also several action codes (Barthes) in this scene e.g the specific arrangement of the flashlights (onto the cameras) reveals to the audience that a robbery is about to take place. After this does occur the robbers pull their guns out- this again is another action code as it shows us that the robbers are going to use violence to threaten the people in the bank. 

Todorov's theory of equilibrium is also partially used in this scene. In the beginning, the character walks into the bank, which looks quite busy- this is the existing equilibrium. This is then interrupted by the disequilibrium as the robbers pull their guns out. However a new equilibrium does not replace this as the clip shows that the robbery continues even with the presence of the police officer. 

Propp's character theory can also be applied to this scene as there are many characters that are involved. The audience would assume that the ''villains'' are the robbers, however the narrative makes them appear to be the ''heroes'' as the movie follows the story of how a group of robbers get away with ''the perfect robbery''. Therefore the ''helpers'' would be the people in the bank as they are used to help the robbery carry out the robbery. 

TV Show- The Flash S2 

In this clip, the existing equilibrium (Todorov) seems to be the discussion in the beginning where the characters are discussing the possibility of one of the characters being a villain. This is then disrupted by the disequilibrium which occurs when one of the characters finds out that the suspect is in fact the villain. The new equilibrium however is unclear as we do not know what ''The Flash'' is going to do. 

Propp's character theory is also shown in this clip as the ''villain'' is the suspected character, ''Zoom''. However this character could also be ''The False Hero'' as he appeared to be close with the protagonists in the narrative, however in this scene, he is revealed to be the antagonist.

There are also many enigma codes (Barthes) that make the scene more intriguing. For example the discussions between the characters make the audience wonder whether or not ''Jay'' is the shows villain ''Zoom''. Towards the end, the ''resolution'' of the story is an enigma as the audience do not know what the protagonist intends to do. There are also several action codes that suggest that the protagonists are going to be involved in some sort of conflict with the villain. For example when the protagonist smashes the glass box containing an item that relates to the villain, the audience immediately assume that the main enigma in the narrative is going to be proven (''Jay'' is in fact the villain). Also when this is revealed when he takes off his mask ( action code) the audience are aware of the clear binary opposition in the narrative. 

Music Video- ''She Knows'' by J Cole 

In the beginning there are several enigma and action codes (Barthes) which make the characters seem mysterious. For example, the audience are unsure of why the main character is stealing money. Also when the character's mother looks at him through the rear view mirror, the audience are already suspicious of her, which makes her role in the narrative an enigma also. Other action codes such as the teenagers smoking and drinking suggests that they are going to be caught at some point in the narrative. Finally towards the end there is another enigma code as the audience do not know whether the father knows about his wife's infidelity, however judging by the facial expressions, the audience assume that there will be some sort of conflict. 

Todorov's theory of equilibrium is used cleverly in this clip as the narrative structure appears to be a multi strand narrative. The first narrative revolves around the teenagers, in which the existing equilibrium is when they hang out together. The disequilibrium is when the they get caught by the cop, which is then resolved when they escape (which becomes the new equilibrium). The second narrative follows the infidelity of the character's mother. The equilibrium could be that she appeared to be acting normal in the beginning by performing motherly duties e.g dropping her son off at school. Then the disequilibrium occurs when her son catches her cheating. The new equilibrium then takes place at the dinner table, however we are unsure of whether or not the father knows, which leaves the resolution of the narrative an enigma. 

In the first narrative the ''hero'' is the main character ''Kyle'', who is assisted by '' the ''helper'' who is his friend. The ''villain'' therefore is the cop who catches them loitering and drinking. In the second narrative the ''false hero'' is the mother, and the ''villain'' is the man she is sleeping with. Interestingly, the ''hero'' turns out to be ''Kyle'' as he does not reveal the secret of his mothers infidelity to his father.  

Brand values: 100-10-1

Nike 

1) Nike targets a younger demographic to motivate and encourage teenagers to adapt to a more active lifestyle. Their huge array of products vary according to the performance and the physique of the consumer, which also suggest that Nike is able to target a large number of people whether or not they are involved in any sort of sport. However the quality of their products also attracts others in terms of fashion appeal; this therefore makes Nike fit into some of Dyer’s lines of appeal: successful careers/elite people – aspiring athletes are subjected to Nike’s use of celebrities in their famous adverts.

2) Nike is about quality in terms of performance and fashion.

3) Performance

Premier League
1) The premier league targets a largely male demographic, with people of all ages. It unites millions of football fans all over the world, which links to some of Dyer’s lines of appeal such as: history and culture- football is known to bring many people together in terms of supporting the same teams or competing against others- the premier league includes some of the most famous teams in the world. It could also link to self importance and pride as football fans in general are known to show passion and pride towards their teams. Also it could link to successful careers.

2) The premier league is all about competing for the title.

3) Competitive

9gag
1) 9gag targets a younger demographic as it posts humorous as well as informative content, most of them being ‘’memes’’ that appeal to teenagers. This would therefore place 9gag in the category of comedy and humor in terms of Dyers lines of appeal. Their posts consist of things that many people would relate to – these are usually referred to ‘’third world problems’’.  This sense of community among users links to one of Dyer’s groups: happy families- everyone wants to belong. However it’s known to include content that appeals to older audiences, as some posts can trigger childhood memories e.g ‘’SpongeBob memes’’.

2) 9gag appeals to a global audience as its relatable  

3) Relatable

The National Trust

1) The National Trust appeals to an older audience, who are interested in nature and want to preserve and respect the environment. This therefore makes the brand fit into the ‘nature and natural world’’ category in Dyer’s lines of appeal. Their charities also attract a large group of people who also want to protect the environment. This could make the national trust fit into another one of Dyers categories: happy families- everyone wants to belong- the gathering of ‘’nature lovers’’ gives the brand a sense of community. It could also link to ‘’art, culture and history’’ as it was created in 1895.

2) The National Trust aims to protect and preserve the environment. 

3) Preservation 

Tom Ford 

1) The Tom Ford brand targets an upper class, professional group of people. It appeals to both gender groups as its products range from cosmetics/perfumes to clothing (mainly suits). Their products are very expensive as the brand is usually associated with celebrities. This immediately places the brand into one of Dyers lines of appeal which is rich, luxurious lifestyles as consumers would feel superior in a way, if they buy Tom Ford products. They also use attractive women and men to promote the brand which also links to the use of ‘’beauty/ beautiful women’’.This is also reflected in there hypersexualised adverts.

2) The Tom Ford brand combines both professionalism and luxurious lifestyles.

3) Luxury