Representation
Key themes of stereotyping and gender are shown through meet and style.
Emmet is the main male protagonist and both the film and video game revolve around his transition from a normal everyday gu to the hero that saves the world.
How does this portray male gender?
It supports the stereotype of men being the dominant gender, as the products focus on a man as the main character and he becomes the hero.
However his scared facial expression, is a counter type as men are meant to be seen as brave and courageous, however he is seen as scared and anxious, as well as unintelligent. As well as this, he has a women, wildstyle, which helps him throughout his adventure which challenges the stereotype of women needing help from a man. The fact he is running in the poster away from the danger rather than facing it head on emphasises this. This also reflects society now as it entices a working class audience, as he has an average job.
What are the elements that subvert stereotypical representations of females?
Wildstyle does not adhere to beauty ideals. For example, she wears dark clothing, has natural colours hair colours, and has freckles, but she is still depicted as beautiful. This is important because women who challenge beauty ideals are oftentimes depicted as undesirable in the media.
Wildstyle links to a post-feminist context to the entire franchise. She is represented as a strong, independent character who is equal to men and at times superior. This is supported in the main poster and character poster because of her covering the majority of the poster, connoting her dominance within the film, which challenges the stereotype of women being unable to be heroes without a man leading them, as they are seen as powerless without a man.
Vitruvius is a noble wizard, with dark skin and a much older man .
He is presented as a wise and skilled fighter. This is important because oftentimes in the media people with disabilities are depicted as powerless, evil, less attractive or as overcoming a disability.
Analyse how representations of gender have been used in the lego movie advertising campaign to appeal to a younger audience.
One representation used in the lego movie advertising campaign is women being courageous and independent. This is through Wyldstyle having black, pink and blue hair as well as wearing a leather costume, further emphasising her rebellion and independence. This is a countertype to how women usually presented in the media, as normally they are seen as dependant on men as well as not in control of their emotion, therefore, normally never seen as a hero. This representation of women appeals to a younger audience as it reflects how society is changing, influencing them to believe in this equality shown in through the campaign. It also gives girls a role model to aspire to, as she represents feminism and independence.
One other way in which representations of gender have been used in the Lego movie advertising campaign is through Emmet, despite being the main hero protagonist in the film, having a scared facial expression. This challenges the stereotype of men being courageous and in control of their emotions. The fact this representation challenges this, informs young boys, that it is ok to be scared and in need of guidance. This reflects equality in postmodernist society.
Despite this, the fact Lord Business covers almost the entirety of his poster connotes his dominance and authority, as well as his red costume further emphasising he is the villain of the film. This reinforces the stereotype of male being the dominant gender and that they have a more authoritative role than females. This reinforces the patriarchy that still exists in society today, appealing to a younger target audience as they are brought up in this society and so identifying with males being the 'heros' and this dominant gender.
Key themes of stereotyping and gender are shown through meet and style.
Emmet is the main male protagonist and both the film and video game revolve around his transition from a normal everyday gu to the hero that saves the world.
How does this portray male gender?
It supports the stereotype of men being the dominant gender, as the products focus on a man as the main character and he becomes the hero.
However his scared facial expression, is a counter type as men are meant to be seen as brave and courageous, however he is seen as scared and anxious, as well as unintelligent. As well as this, he has a women, wildstyle, which helps him throughout his adventure which challenges the stereotype of women needing help from a man. The fact he is running in the poster away from the danger rather than facing it head on emphasises this. This also reflects society now as it entices a working class audience, as he has an average job.
What are the elements that subvert stereotypical representations of females?
Wildstyle does not adhere to beauty ideals. For example, she wears dark clothing, has natural colours hair colours, and has freckles, but she is still depicted as beautiful. This is important because women who challenge beauty ideals are oftentimes depicted as undesirable in the media.
Wildstyle links to a post-feminist context to the entire franchise. She is represented as a strong, independent character who is equal to men and at times superior. This is supported in the main poster and character poster because of her covering the majority of the poster, connoting her dominance within the film, which challenges the stereotype of women being unable to be heroes without a man leading them, as they are seen as powerless without a man.
Vitruvius is a noble wizard, with dark skin and a much older man .
He is presented as a wise and skilled fighter. This is important because oftentimes in the media people with disabilities are depicted as powerless, evil, less attractive or as overcoming a disability.
Analyse how representations of gender have been used in the lego movie advertising campaign to appeal to a younger audience.
One representation used in the lego movie advertising campaign is women being courageous and independent. This is through Wyldstyle having black, pink and blue hair as well as wearing a leather costume, further emphasising her rebellion and independence. This is a countertype to how women usually presented in the media, as normally they are seen as dependant on men as well as not in control of their emotion, therefore, normally never seen as a hero. This representation of women appeals to a younger audience as it reflects how society is changing, influencing them to believe in this equality shown in through the campaign. It also gives girls a role model to aspire to, as she represents feminism and independence.
One other way in which representations of gender have been used in the Lego movie advertising campaign is through Emmet, despite being the main hero protagonist in the film, having a scared facial expression. This challenges the stereotype of men being courageous and in control of their emotions. The fact this representation challenges this, informs young boys, that it is ok to be scared and in need of guidance. This reflects equality in postmodernist society.
Despite this, the fact Lord Business covers almost the entirety of his poster connotes his dominance and authority, as well as his red costume further emphasising he is the villain of the film. This reinforces the stereotype of male being the dominant gender and that they have a more authoritative role than females. This reinforces the patriarchy that still exists in society today, appealing to a younger target audience as they are brought up in this society and so identifying with males being the 'heros' and this dominant gender.
So far, this is fab! Please complete it: Analyse how representations of gender have been used in the lego movie advertising campaign to appeal to a younger audience.
ReplyDeleteStunning response Sasha, well done.
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