Media Theory in Practice: Analyzing Key Media Products

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.
• Low budget with high reach proves safe and effective. — Hesmondhalgh (Cultural Industries): Reduces risk using a universal message.

Audience

• Relatable women make the audience feel represented. — Blumler & Katz (Uses & Gratifications): Personal identity derived from authentic portrayal.
• Inspires group motivation in fitness. — Blumler & Katz: Social integration through shared experience.

The Sun (Tabloid, News Corp) Analysis

Media Language

• Bold headlines and shocking images create emotional impact. — Barthes (Semiotics): Visuals trigger curiosity or fear (e.g., “EXCLUSIVE”).
• Tabloid layout provides fast, accessible information. — Neale (Genre): Repeats tabloid conventions for familiarity.

Representation

• Celebrities and politicians are shown as heroes or villains. — Hall (Representation): Uses stereotypes to push simplified narratives.
• Women are often shown for visual appeal. — Mulvey (Male Gaze): Used to attract male readership.

Industry

• Owned by News Corp, indicating a political agenda. — Curran & Seaton (Power & Media): Power is held by a few; content is shaped by ownership.
• Sensational content drives high sales. — Curran & Seaton: Driven by profit, not accuracy.

Audience

• Readers enjoy gossip and easy stories. — Blumler & Katz (Uses & Gratifications): Provides escapism from everyday life.
• Content reflects readers’ class and political views. — Blumler & Katz: Personal identity confirmed by content.

No Time to Die (2021 Film) Analysis

Media Language

• Guns, shadows, and suits are classic spy signs. — Barthes (Semiotics): Objects (gun, car) signify danger and power.
• Genre elements include a modern twist (e.g., female 007). — Neale (Genre): The spy genre is updated to remain fresh and diverse.

Representation

• Nomi is portrayed as a skilled, Black female agent. — Hall (Representation): Subverts gender and race stereotypes in the action genre.
• She is not objectified; the focus is on her ability. — Mulvey (Male Gaze): Resists the Male Gaze by showing her as independent and capable.

Industry

• A major studio release with global appeal. — Curran & Seaton (Power & Media): Big companies dominate global markets.
• Uses the Bond brand but adds a modern cast. — Hesmondhalgh (Cultural Industries): Balances risk with brand loyalty.

Audience

• Diverse casting attracts wider viewers. — Blumler & Katz (Uses & Gratifications): Personal identity through representation.
• Action and drama provide thrill and fantasy. — Blumler & Katz: Offers escapism from daily life.

Raheem Sterling GQ Cover (2019) Analysis

Media Language

• Direct gaze and bold framing create a serious, powerful tone. — Barthes (Semiotics): The gaze signifies confidence and defiance.
• A mix of sports and activism genres. — Neale (Genre): Sport style is blended with a social message for new impact.

Representation

• Shown as a thoughtful, articulate leader. — Hall (Representation): Counters the stereotype of Black athletes as aggressive.
• Dressed smartly, with no objectification. — Mulvey (Male Gaze): Focuses on intellect and activism, not the Male Gaze.

Industry

• Condé Nast adapts to modern values. — Curran & Seaton (Power & Media): Shifts in media reflect social change, not just style.
• Balances culture, fashion, and politics. — Hesmondhalgh (Cultural Industries): Expands the brand by blending genres to attract new markets.

Audience

• Young, urban readers are inspired by success and activism. — Blumler & Katz (Uses & Gratifications): Personal identity through shared values.
• Highlights racial justice, creating an emotional connection. — Blumler & Katz: Social integration via shared struggle.

Malala British Vogue Cover (2021) Analysis

Media Language

• Muted colors and minimal makeup convey authenticity. — Barthes (Semiotics): Natural style signifies seriousness and integrity.
• A mix of fashion and activism. — Neale (Genre): Subverts the glamour genre by focusing on the message.

Representation

• Portrays a modern Muslim woman as powerful and relatable. — Hall (Representation): Breaks the stereotype of Muslim women as oppressed or voiceless.
• Focus is on her voice, not her body. — Mulvey (Male Gaze): Rejects the Male Gaze; she is heard, not just seen.

Industry

• Vogue reflects Gen Z values. — Curran & Seaton (Power & Media): Diversification to stay culturally relevant.
• Uses a high-profile activist, which reduces commercial risk. — Hesmondhalgh (Cultural Industries): Combines activism and celebrity to attract readers safely.

Audience

• Young readers see her as a role model. — Blumler & Katz (Uses & Gratifications): Personal identity through representation of strength and education.
• Inspires activism and change. — Blumler & Katz: Provides information and integration through shared beliefs.

The Archers (BBC Radio 4) Analysis

Media Language

• Natural sounds (birds, tractors) create realism. — Barthes (Semiotics): Audio signs create a rural identity and calm tone.
• A soap opera with rural and educational elements. — Neale (Genre): Mixes tradition with evolving narratives.

Representation

• LGBTQ+ characters and women in business represent an updated cast. — Hall (Representation): Modern identities challenge rural stereotypes.
• Older shows often depicted men as leaders and women as passive. — Mulvey (Male Gaze): Earlier episodes aligned more with the Male Gaze.

Industry

• BBC is a public service broadcaster. — Curran & Seaton (Power & Media): Prioritizes education and diversity over profit.
• Long-running format is trusted and evolving. — Hesmondhalgh (Cultural Industries): Familiar structure reduces creative risk.

Audience

• Older, middle-class listeners feel at home. — Blumler & Katz (Uses & Gratifications): Personal identity through routine and tradition.
• New digital platforms extend reach to younger audiences. — Blumler & Katz: Social integration as generations connect.

Quality Street Poster (Nestlé, 2021) Analysis

Media Language

• Bright colors and gold convey festive luxury. — Barthes (Semiotics): Gold foil signifies indulgence and nostalgia.
• Classic seasonal design. — Neale (Genre): Confectionery and Christmas genre repeated annually with small updates.

Representation

• Families are shown with mixed ages and backgrounds. — Hall (Representation): An inclusive version of tradition appeals across generations.
• No gender focus; all enjoy equally. — Mulvey (Male Gaze): Avoids the Male Gaze; joy is collective, not sexualized.

Industry

• Nestlé employs a global, seasonal strategy. — Curran & Seaton (Power & Media): Uses tradition to maintain market dominance.
• Relies on nostalgia for low-risk holiday sales. — Hesmondhalgh (Cultural Industries): Familiar festive appeal reduces commercial risk.

Audience

• Older families value tradition and quality. — Blumler & Katz (Uses & Gratifications): Personal identity found in annual rituals.
• Chocolate as shared joy fosters group connection. — Blumler & Katz: Social integration through celebration.

No Time to Die Website (2021) Analysis

Media Language

• Sleek black and gold design conveys luxury and tension. — Barthes (Semiotics): Colors and minimalist layout are signs of danger, status, and espionage.
• Trailer, merchandise, and cast bios create an interactive and cinematic experience. — Neale (Genre): Builds spy/action genre expectations through recognizable Bond elements.

Representation

• Bond is shown as older, serious, and emotionally complex. — Hall (Representation): Challenges the traditional “invincible” male hero trope.
• Nomi (Black female 007) is shown with equal authority. — Mulvey (Male Gaze): Defies objectification; focuses on skill and power.

Industry

• Produced by Universal and EON, the site promotes across platforms. — Curran & Seaton (Power & Media): Synergy across digital and film is a profit-maximizing strategy by major conglomerates.
• Merchandising and pre-orders dominate the homepage. — Hesmondhalgh (Cultural Industries): Reduces financial risk through cross-media products and branding.

Audience

• Fans explore cast, gadgets, and trailers for an immersive experience. — Blumler & Katz (Uses & Gratifications): Provides surveillance (information about the film) and personal identity (connecting to the Bond brand).
• Global audience targeted with language options and mobile layout. — Blumler & Katz: Fosters social integration through shared international hype and anticipation.