Do you agree with this viewfrom the seventies?Berger (1972)“Men act and women appear. Men look atwomen. Women watch themselves being lookedat.”
Richard Dyer provides a useful framework to help us analyserepresentation….
Richard Dyer’s Typography (1985)1. What is represented?2. How is this representative of social groups?3. Who is responsible for the representation?4. What does the audience make of it?
1. What is represented?What information, through the use of medialanguage, does the text give you about characters,subject matter or place?
2. How is this representative ofsocial groups?What does the text suggest is typical? Consider whatit says about particular social groups (think of AS TVdrama; gender, age, sexuality, ethnicity, physicalability/disability, regional identity and status). Stereotype? Countertype? Positive? Negative? If stereotypes are used, why are they there? Does it reinforce or challenge the dominant ideology?
3. Who is responsible for therepresentation?Consider the filmmakers and the institutions responsible forproduction.What agenda do the producers have? Why would they wantto represent things in a certain way? - think about: target audience genre commercial aspect artistic expressionWhen analysing your own work, dont just think you are theproducers, think about who you have suggested are theproducers of your text? Independent producer/distributor ormajor studio? British/American? Etc.
4. What does the audiencemake of it?Taking all of the above into account whatmight the audience response be?As we know not everyone will respond to thetext in the same way so there is not one answerto this! Consider different audiences.Megan Fox in transformers clipIt is useful to look at the concept of audience inmore detail here to help answer question 4…
Stuart Hall Some people may take a preferred reading and look at the representations as how it is and something to emulate. They would not question the representations. Stuart Hall argues that this is the reading that the producers intend audiences to take. What is the preferred reading of your Trailer? Which audience is most likely to take a preferred reading?
Stuart Hall Some people may take a negotiated reading and recognise that, for example, a film is made for commercial gain and offers a glamorous Hollywood version so does not accept the representations as reality but perhaps still buys into them as unattainable cultural ideals that are pleasurable to consume for entertainment.
Stuart Hall Some people may take an oppositional reading and completely reject the representations as they do not agree with the values they see embedded in the text. For example, I got really annoyed by the representation of women in the film The Social Network as in many scenes women were there as sexual objects and this really put me off the film as it was no longer a believable on screen world that I could engage with – it took a perspective that I rejected. Megan Fox in Two and a Half Men
Apply to your productWrite a summary of how different audienceswould respond to your trailer. What is the preferred reading and who would take this reading? Who might take a negotiated or oppostional reading and why? Consider the purpose of a teaser trailer and how different audiences might respond to it as a result of the representations.