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: Rishi, some specific subject terminology + media theories used applied in your response
EBI: Lacking clarity in your response perhaps proof- read your answer
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.
4/8
• 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.
• Finally, the costume of the man perhaps reflects David Gauntlett’s idea that masculinity is
evolving due to changing representations in the mass media. The lack of a tie and socks is a
more informal, modern interpretation of masculinity compared to traditional
representations and perhaps suggests that Carolina Herrara as a brand is not entirely stuck
in the past.
6/12
• 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 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. The male model in the ‘Bad boy’ advert – although he could arguably be
conventionally attractive and therefore attract the ‘female gaze’ – is fully dressed and sat
normally, reinforcing male power and control.
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 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.
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.
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.
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.
Revise over theories (Judith Butler theory) and apply them in exam answers
Do more exam work use blog task and do papers understanding the question in full detail
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