Media Induction Task

Media Induction Task

Location (Dave)

The song Location by the upcoming artist Dave featuring Burna Boy is a video that expresses culture and unity which counteract negative stereotypes that are portrayed against ethnic minorities. This is portrayed  through the background visuals and the representation of people that are in the video.

The primary target audience for this music video are male audiences between the ages of 16-25 years old. This is because his music videos in general are primarily male orientated. The send of a message that stereotypically relate more to men and females. One of the phrases he says is"I pree'd that girl, outrageous ting But she can't see 'cause I got shades and ting". This phrase represents males as the dominant gender as they are out partying looking for girls in the area but they are doing it slyly as none of the girls are able to see them pree them as they are wearing their shades. This can be represented as a metaphorical phrase in relation to men being predators like lions and the females being the prey. This shows that men in this video as the more dominant gender due to the stereotype being presented within the video. 

The secondary audience would be females between 16-25 years old. This is because females aren't the main lead within the music video. Also the video is a visual representation of what boys
typically do on a boys holiday. Since the females in the video are being objectified this can link to Feminist theory. This is because the theory states that both genders (males and females) are represented differently within the media which is clearly evident within the music video. The theory suggest that due to western culture and how things have changed over the years, it has been implemented in today's society that women are always classed as a lower object than men in videos unless its a female artist producing the video. 

Within the video culture is expressed very well as it goes against the typical stereotype based on ethnic minorities and how they are portrayed in the media. This is noticeable by the enjoyment and fun they are having partying and living their best life abroad. This counteracts the negative aspects placed against them. This is a power cultural video as it shows all audiences that there's a lot more to what ethnic minorities do in comparison to what the media present. This can link to George Gerbners cultivation theory. This is because within the media we see repeated messages and stories that ethic minorities are always committing crimes with London. They don't portray the content in a positive which then has a influence on audiences making them think only one race does the crime. Due to the music video counteracting that stereotype, it gives off a positive message and visual meaning instead of a negative one. 

Pantene 'Labels Against Women' Digital Ad

The advertisement Labels against women is a marketing video explaining and portraying the labels thrown against women in the media industry. 

This video is showing that men and women are both able to do the same roles and jobs in todays society but women get more discriminated because of their gender. This is evident throughout the whole video as each of the males have positive connotations against them such as boss, persuasive, dedicated, neat and smooth. This give males a good image within the work industry as it is showing that they are capable of being all of these positive words that the media perceives them to be. 

Whereas the females get negative connotations placed against them such as bossy, pushy, selfish, vain and show off. Stereotypically these are words that women have to face within the media. This is because within the media industry, they are seen as under the male in everything they do unless it is female led. This is evident within the advertisement as the women all come after the men, they are never shown before the males. The advertisement is giving off the meaning that women are all self centred and don't care about any one about themselves. It is showing that women aren't able to take that lead that men are able to easily do. This can be linked to Steuart Halls theory on how language within the media create stereotypes which then lead to power. This advertisement is showing males to be more powerful from the words that are being linked to them and showing the females to be weak. The words are giving are giving females a bad representation. 

The primary audiences would be females as they are the main purpose in why the video was made. It was to present the negative impact they have towards me and how many counteract. But this changes By the end of the video as it quotes “don’t let labels hold you back”. This is a very powerful quote that has been presented within the video because even though the females are being devalued due to gender stereotypes , it shouldn’t have an effect on them as the worlds are just labels that have no meaning to them ; they should just ignore the negativity being presented and keep going forward. It then goes to say be strong and shine which has a background image of a beautiful scenery and the sun shining bright. This can show to be the positivity that’s out there and that they are free to be who they are.