MIGRAIN Assessment 3 - Learner response
The final MIGRAIN assessment was a great opportunity to develop our media analysis skills that will be tested in Paper 1 next year.
As ever, the first part of your learner response is to look carefully at your mark, grade and comments from your teacher. If anything doesn't make sense, ask your teacher - that's why we're here!
Your learner response is as follows:
Create a new blog post called 'MIGRAIN 3 Assessment - Learner response' and complete the following tasks:
1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
As ever, the first part of your learner response is to look carefully at your mark, grade and comments from your teacher. If anything doesn't make sense, ask your teacher - that's why we're here!
Your learner response is as follows:
Create a new blog post called 'MIGRAIN 3 Assessment - Learner response' and complete the following tasks:
1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
WWW: This is good progress on your last assessment (up 17%). Q1 is excellent very close to top level, just need a little more clarity.
EBI: The challenge now is hitting that level across multiple questions as Q2 starts well but then stops. A timing issue perhaps?
2) Read the mark scheme for this assessment carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you didn't achieve full marks in a question, write a bullet point on what you may have missed.
6/8 - The woman is heavily made-up and directly addressing the audience with sultry eye-contact,
3) For Question 2 on the social and cultural contexts of gender representations, identify three potential points in the mark scheme that you didn't include in your answer.
reinforcing the sexualisation of the female character for the benefit of the male audience.
• The image of the woman reinforces both Laura Mulvey’s ‘male gaze’ theory and Liesbet van
Zoonen’s idea that women’s bodies are presented as ‘spectacle’ for the benefit of male
audiences.
4/12-The Carolina Herrara advertising campaign reflects a more traditional approach to
representation than found in many modern campaigns. This perhaps reflects the recent
cultural backlash against ‘woke’ or ‘PC’ (politically correct) causes as evidenced by right-wing
political campaigns such as Trump or Brexit.
• The ‘Good girl’ / ‘Bad boy’ campaign that strongly reinforces classic gender stereotypes
contrasts with recent campaigns such as Gillette’s ‘Boys will be boys’ advert that went viral
for attempting to challenge toxic masculinity.
• The Carolina Herrara advertising campaign may be seen as an attempt to reclaim traditional
gender roles in response to an increasing tolerance of gender fluidity and non-binary gender
identity.
• The campaign reinforces Judith Butler’s work in Gender Trouble – particularly the idea that
gender is culturally and socially constructed – not ‘natural’. The construction of the adverts
supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of
gender roles and heterosexuality.
• The Carolina Herrara adverts reinforce Mulvey’s idea of the ‘male gaze’ – that the media is
constructed for the pleasure of a male audience. The image in the ‘Good girl’ advert overtly
sexualises the female model, placing her in a submissive position at the feet of a man and
exposing her leg. The male model in the ‘Bad boy’ advert – although he could arguably be
conventionally attractive and therefore attract the ‘female gaze’ – is fully dressed and sat
normally, reinforcing male power and control.
3) For Question 2 on the social and cultural contexts of gender representations, identify three potential points in the mark scheme that you didn't include in your answer.
• The ‘Good girl’ / ‘Bad boy’ campaign that strongly reinforces classic gender stereotypes
contrasts with recent campaigns such as Gillette’s ‘Boys will be boys’ advert that went viral
for attempting to challenge toxic masculinity.
• The Carolina Herrara advertising campaign may be seen as an attempt to reclaim traditional
gender roles in response to an increasing tolerance of gender fluidity and non-binary gender
identity.
• The campaign reinforces Judith Butler’s work in Gender Trouble – particularly the idea that
gender is culturally and socially constructed – not ‘natural’. The construction of the adverts
supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of
gender roles and heterosexuality.
• The Carolina Herrara adverts reinforce Mulvey’s idea of the ‘male gaze’ – that the media is
constructed for the pleasure of a male audience. The image in the ‘Good girl’ advert overtly
sexualises the female model, placing her in a submissive position at the feet of a man and
exposing her leg. The male model in the ‘Bad boy’ advert – although he could arguably be
conventionally attractive and therefore attract the ‘female gaze’ – is fully dressed and sat
normally, reinforcing male power and control.
4) Having read the whole mark scheme, pick out one media theory that you didn't include in this assessment and summarise it briefly here so you can use it confidently in future.
The campaign reinforces Judith Butler’s work in Gender Trouble – particularly the idea that
5) Based on your experience in this assessment, identify three aspects of Media (e.g. skills/particular theories/examples) that you need to work on for your next assessment.
gender is culturally and socially constructed – not ‘natural’. The construction of the adverts
supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of
gender roles and heterosexuality.
5) Based on your experience in this assessment, identify three aspects of Media (e.g. skills/particular theories/examples) that you need to work on for your next assessment.
- Judith Butler's Gender Theory
- Liesbet van Zoonen
- Laura Mulvey : Male Gaze
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