Mens Health

March 2013
'make her a sex adict'
- puts forward that the fault is with her - she is the addict
- makes reference to 'hunter-gatherer' ideology (conquer animal)
- 'coats of armour' advert outs forward an expert tone to better market the coat.

May 2013
- lists of role models: Thomas sabo advert - NOT hegemonic bit shows wealth (violin, jewellery etc) many oages if role models/ their training: Reassurance.
- 'follow their lead to get a blockbuster body'
- reassurance on how to beat disease, makes it seam easy.

June 2013
- ridiculous sell lines i.e own these abs indestructible health, wonder drug etc
- reassurance ie inform famous boxers/ celebs tc
- uses role models to support workout routines. develops him as hegemonic

May 2014
- laddishness as a protective layer: 'how to get away with office sex'
-objectifies women and treats them like object within the work place
- link in with hegemonic traditions , football, gym

Mens Health Task;

task;
1. use of irony/ humour/ ladishness
2. supporting men in finding their place in the world
3. reassurance
4. instruction of behaviour
5. how role models are used to direct and aid construction of identity
6. how mens health can construct identity 

Answers;

1. 

2.
3.
4. 
How to improve your orgasm 
Seduce the girl in 60 seconds

5.
6. 

Overview

Representation Theorists;

- Schollhammer - 2001 little miss busy & mr busy

- Lippman - stereotypes; shortcuts/ ordering/ reference

- Gauntlett - 2013 self representation; lego

- Hall - encoding and decoding

- Mulvey; male gaze

- Butler - gender is constructed

- Dyer; stereotypes

- Connell; 4 types

- Bly - 'deep masculinity' 

Narrative Theorists;

Todorov - narrative structure

Barthes - enigma

Propp - character types - 8 e.g hero

Levi-Strauss - binary oppositions 

Types of narrative; Open / Closed / Linear / Circular

Audience Theorists;

- Hall - readings e.g reception theory

- Morley; the nation wide - same readings

- Kats & Blulmer; uses and gratifications

- Ang - dallas

- Gray and Geraty; audience preferences

- Dyer - utopian solutions

- Cohen - moral panics

- Marxism - consumerism 

Genre Theorists;

- Goodwin - music videos - 8 principles 

- Fiske -categories

- Neale - gender changing for audience appeal

- Altman  - no 'pure genre

- chandler - themes / structures/ style/ setting

- Buckingham - genre is constantly changing 

- metz - model of genre development 

- Ryall- genre and rules 

- uses and gratifications - audience

Media Language; 

- Pierce - coined the term semiotics , symbolic , indexical 

- Barthes - semiotics

- Hedges- synchronic & diachronic

- Jakobson - Syntagm 'combination' / paradigm ' selection

- Chomsky - language and parole

Andrew Goodwin; ‘music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning meanings of a song in our minds: a music ivdeo can anchor meaning and gives the record company/ artist a method of anchoring meaning’

Andrew Goodwin, DANCING IN THE DISTRACTION FACTORY, 1992.