Context

CONTEXT Media texts are influenced by the society or culture in which they are created.

Iron Man villain, 1963 Iron Man villain, 2008

In regards to media studies, the context will shape how the media product is created and what is included in the production.

ACTIVITY List all the things that might affect: What producers put into an ‘Iron Man’ movie. How audiences interpret a movie.

Social Historical Cultural Technological OR ANY OTHER THING THAT INFLUENCES THE CREATION, DISTRIBUTION OR VIEWING OF A MEDIA PRODUCT AT ANY GIVEN POINT IN TIME.

Social Social context concerns the representation of people in media products at a particular time. Primarily, areas include gender, age, race and sub-cultures, and socio-economics.

- Gender: portrayal of women When first introduced in “Tales of Suspense” Pepper Potts had been a perky, pug-nosed, freckle-faced imp! But, after she realised how Tony Stark (Ironman) feels about glamorous females… Pepper went to her beauty parlour and ‘shot the works’! Today she’s one on the most gorgeous females in comics or anywhere else!

In the 2000’s, Potts is self-assured and confident. She has also become a technology enhanced superhero herself.

Race: portrayal of Afro-Americans James Rhodes, Iron Man’s best friend and eventual superhero partner. He was one of the earliest black superheroes, and received his own spin-off title.

Socio economic: portrayal of the rich In the 60’s, Iron Man’s character was created as a wealthy industrialist playboy, who was a weapons manufacturer. Though audiences may have disliked these aspects, they liked Tony Stark, as he learnt from his mistakes, and used his powers to make the world right. The playboy image was just a cover for his superhero identity.

Historical Historical context concerns what is occurring on a global scale at a point in time. In 1960’s, the US’ main adversary was Communism, which resulted in the Cold War. In the 80’s, business and corporate culture became very powerful. In the early 1990’s, the US was involved in the Gulf War. In the 2000’s, the war in Afghanistan and terrorism was the main fear.

Cultural Cultural context concerns the values and ideologies that exist within a culture at any given time. In the 1960’s, Tony Stark, (Iron Man) was created as a wealthy weapons maker. This would contrast with the culture of the time, which was anti-capitalist and anti-war. However, the character was made appealing by giving him weaknesses such as heart-attacks and alcoholism.

“Confessions of a Shopaholic” 2009- Some scenes were re-shot to make the ending more sympathetic to audiences during economic recession. Was reviewed badly.

Technological Technology allows for one media product to crossover and exist in a variety of forms. Iron Man comic, cartoon, TV shows, computer games and films. Changes in technology also allow for greater creativity- modern SFX allow ‘Iron Man’ to be brought to life more convincingly.

1963 – 2009, comic

1960’s, TV cartoon

1980’s, TV cartoon

1990’s, TV cartoon

2008, movie

2008, computer game

ACTIVITY Write down the forms your product has taken- TV, film, radio, print, web. State what would change from one form to another. ‘Iron Man’ TV cartoon: half hour episode, five days a week, aimed at children, cheap production, almost unlimited SFX and narrative, reliance on cliff-hangers, ongoing storylines.