Media Theory in Practice: Analyzing Key Media Products
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This Girl Can (Sport England, 2015) Campaign Analysis
Media Language
- Bright colors and dynamic movement create energy and realism. — Barthes (Semiotics): Sweat signifies effort; the body signifies confidence.
- Sport and activism genre blend is inspirational. — Neale (Genre): Combines fitness genre with social change to refresh norms.
Representation
- Real women with visible sweat portray proud, strong bodies. — Hall (Representation): Resists passive female stereotypes, creating a new identity.
- No sexualization; focus is on effort. — Mulvey (Male Gaze): Rejects objectification by showing women as active agents.
Industry
- Government-funded campaign, not for profit. — Curran & Seaton (Power & Media): Uses media to empower, not to profit.