L.O. To gain understanding of the term euro-centrism. To gain better understanding of the mark scheme. To begin to look at aspects of section A. Peer Assessment and Euro- centrism

H/W: Any changes over time? Put the following characters into Stuart Hall and Propp’s characterisation categories. How have the characters progressed over a period of time? Have they changed at all? Discuss. Dwayne Chambers Willie Boy Blue Trife/Trevor Leon Chambers Beefy Errol Sam

Starter  Recap…  Which name one country and who it was colonised by.  What does Frantz Fanon say about colonialism?

Peer Assessment Question  How does the media instill fear of black people through different media representations?  Do you think that colonialism is responsible for the representations of today?

Peer Assessment Criteria Your response must include:  Reference to both moral panic, the hypodermic theory, colonialism and some reference to audience reception.  You must refer to actual media related examples; case study films, articles, other films, media you know of.  You should also refer to theory we have already discussed in class; e.g. Stuart Hall, bell hooks, Paul Gilroy, Michel Foucault, Frantz Fanon etc.  Link to AO1, AO2, 1,2,3, 4

Areas of focus for section B 1. How does contemporary media represent black people in different ways? 2. How does contemporary representation compare to previous time periods? 3. What are the social implications of different media representations of groups of people? 4. To what extent is human identity increasingly ‘mediated’?

AO’s for this section AO1: Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately and with accurate and coherent written expression. AO2: Apply knowledge and understanding to show how meanings are created when analysing media products and evaluating their own practical work.

Euro-centrism  Post colonialism is also linked to the idea of Euro-centrism. The idea that the world is seen through a very European perspective and that other cultures are less important.  Euro-centrism at its most basic is the idea that those in ‘third world/developing’ are primitive and need to be culturally educated by more sophisticated European thinkers.  Its is also connected with the idea of the ‘White Man’s Burden’. This view proposes that white people consequently have an obligation to rule over, and encourage the cultural development of people from other ethnic and cultural backgrounds until they can take their place in the world by fully adopting Western ways.  Watch this clip from the Australian film ‘Rabbit Proof Fence’.   In colonial Australia as with many other British colonies it was the white man’s burden to ‘help the native’, although not always to this extreme.

Euro-centric vs Afro centric  Increasingly post- colonial theorists attempt to look at the world from an Afro-centric view.  Afro –centric questions.  What can you say about Naomi’s image on this magazine?  Why do so few black or Asian women feature on the front cover of fashion magazines?  Why are there separate hairdressers for black women?  Why do black women reputedly spend three times as much on hair products than white European women?  Why do ‘skin lightening’ products even exist?  The Europeanised ideal of what beauty is?

Euro-centrism and case studies...  Do you think euro-centrism could be applied to the case study films? Discuss in pairs.  From what you know of hip hop videos do you think it could be applied here? Discuss in pairs.

bell hooks  The colour codes: Lighter skinned women are considered more desirable and fit better into the western ideology of beauty.  Black women are objectified and sexualised in hip-hop reflecting the colonialist view of black women (sexually disposable).  Commodified blackness, a mediated view of black culture that is considered the norm.

Post Colonial theory- Frantz Fanon  “Colonisation is not satisfied merely with holding a people in its grip and emptying the native's brain of all form and content. By a kind of perverted logic, it turns to the past of oppressed people, and distorts, disfigures and destroys it”. Fanon states that colonialism takes away from the colonised country. Be that their culture, their way of life and in some cases their history and exploits the country for what they have.

Laura Mulvey  The Male Gaze  Film represents women as passive objects of male desire.  Audiences are forced to view women from the point of view of a heterosexual male even if they are indeed; heterosexual women or homosexual men.

John Berger  “Men look, women appear”  Women are there solely to be objectified by men within all platforms of the media. (Think of examples of different magazines, films, TV shows or websites where this is evident, how are women represented in your production?)

Tricia Rose  Hip Hop gives black female rappers a voice introducing female empowerment.  Hip hop gave audiences an insight into the lives of young black urban Americans and gave them a voice.

Audience Reception Theory  A preferred reading (or dominant system of response) is a way of understanding the text that is consistent with the ideas and intentions of the producer or creator of the product. This may lead to an acceptance of the dominant values within the text.  With a negotiated reading (or subordinate response) the individual has a choice as to whether or not they accept the preferred reading as their own. Audience members may read the text though the filter of their own personal agenda. Although there may be an acceptance of the dominant values and existing social structure, the individual may be prepared to argue that a particular social group may be unfairly represented.  In an oppositional reading (or radical response) individual members of an audience may completely reject the preferred reading of the dominant code and the social values that produced it.  An aberrant reading is where an entirely different meaning from that intended by the maker will be taken form the text. This could be when individual members of the audience do not share, in any way, the values of the maker of the text.

Exam Question Part A  The first question requires you to describe and evaluate your skills and development over the course of your production work, from Foundation Portfolio to Advanced Portfolio.  The second asks you to identify one production and evaluate it in relation to one theoretical concept. I would suggest you to use your A2 production as it is more recent and clearer.

Question 1a Areas The question will relate to one of the following practices;  Digital Technologies: Internet, moodle, editing programmes, photoshop, InDesign, digital stills camera, DV camera  Creativity: How have you developed your creativity, have you followed or gone against typical conventions?  Research and Planning: How have you developed your research and planning skills? What methods did you carry out?  Post Production: Editing and final touches – Were the results as you had hoped? How far had your original planning and research changed?  Media Text Conventions: How did you include conventions within your text? Did you think they were vital for audiences to understand your text? How did you include them in your research and planning? Did they change as your knowledge and understanding progressed?

Section A 1b: Concepts Requires candidates to select one production and evaluate it in relation to a media concept. The list of concepts to which questions will relate is as follows:  Representation: Who do we see? Who created it? What does this say about the representations within it?  Narrative: What narrative theories apply? How is the narrative structured? Linear or non-linear?  Audience: Who is this targeted at? Age, gender, ethnicity? What indicates this? Demographic and psychographic profile?  Genre: What genre is this? Is it hybrid? What conventions have you used? How well do they work? What is the theme?  Media Language: How do audiences read your text? What signifying elements have you included? In the examination, questions will be set using one of these concepts only.

1(b  Choose from AS or A2, main task or ancillary/preliminary task.  You will select one production that relates most to the concept.  If none of your productions relate to the task you must explain how and why they do not fit into that concept.  As revision it would be a good idea to consider how you would relate each of your productions to the different concepts to work out how to answer the question.

Think about your productions...  How will you apply these areas and concepts to your productions?  Try doing spider diagrams for each in relation to your production.