1. Advanced Production LO: To apply Marxist theory and feminist theory to practical media work

2. Social Groups MaleFemale WhiteOther ethnic groups Middle classWorking class Middle agedYoung and old HeterosexualHomosexual Able-bodiedDisabled Which column is the model of a person who is part of the dominant ideology?

3. Culture and Ethnicity Think back to the section B topic on Cultural Identity. Brainstorm some keywords and phrases.

4. Marxism and the dominant ideology The dominant ideology: the ideological forces that determine how a society functions. Marxists believe that all powerful institutions subtlety control how we, the masses, conduct our lives.

5. What are the dominant institutions?

6. Marxism and the media Karl Marx believed that the media and its message could be used for good in the right hands. However in the hands of what he called the ‘dominant ideology’ the message could have a dangerously influential and controlling effect on the masses.

7. The Media’s Message Marxists believe that the media plays a significant part in controlling the masses and some would say as an institution it is a greater influence on society than religion, politics or indeed the family. The supposed subtle dominance with which the media control the masses is also known as ‘hegemonic control’.’ For example: The major Hollywood studios are often accused of perpetuating the idea that America is an imperialistic nation that dominates the world and its cultural landscape- the idea of ‘Americanisation’. This can be seen from apocalyptic sci-fi films such as ‘I am Legend’ and ‘2012’, where America is at the centre of global concerns. This feeds into ideas established by Frantz Fanon and post- colonial theory.

8. How would you apply colonialism and post colonialism to this poster?

9. Marx on colonialism. “It is an instrument of wholesale destruction, dependency and systematic exploitation producing distorted economies, socio-psychological disorientation and massive poverty “ This is the Marxist view of colonialism. They viewed it as a form of capitalism, enforcing exploitation and social change. Working within the global capitalist system, colonialism is closely associated with uneven development.

10. Fanon and Post - colonialism The goal of post-colonialism is to understand the effects of colonialism on cultures. It about learning how the world can move beyond this period together, towards a place of mutual respect. “Colonisation is not satisfied merely with holding a people in its grip and emptying the native's brain of all form and content. By a kind of perverted logic, it turns to the past of oppressed people, and distorts, disfigures and destroys it”.

11. Hall’s view. Hall states that culture and identity for second generation colonials has changed… “Cultural identities come from somewhere, have histories. But, like everything which is historical, they undergo constant transformation. Far from being eternally fixed in the past, they are subject to the continuous‘ play' of history, culture and power”. The ‘constant transformation’ of identity is key to Hall’s work. He doesn't see identity as being fixed. For Hall identity is constantly evolving and there is no such thing as one shared culture as culture itself is so fragmented, particularly in Africa and the Asian sub continent where there are different tribes, religions and languages.

12. FEMINISM- a recap What do we know/remember about feminism? Discuss with your group. Ideologies from subordinate groups that challenge the dominant power structure include feminism. Feminism is a social theory that challenges the dominant patriarchal power structures controlled by men. In its most basic form feminism is merely an acknowledgement of gender inequality, in the home and in the workplace. In the 1960s feminism liberated many women away from being housewives and mothers.

13. The Post-Feminist Era Post –feminism developed after 60s feminism and came to the fore as a new form in the 80s. As an ideology it had moved on from feminism, they believed that women had gained relative equality with men but wanted more. It further believes that women could retain their femininity and assume traditional female roles (motherhood) whilst simultaneously being in control of their lives, ‘juggling’ a family and a career. This is sometimes referred to as the triple burden- wife, mother, career women.

14. Laura Mulvey- Feminist film theorist Laura Mulvey is feminist film theorist. In her essay Visual Pleasure and narrative cinema’ she said this…. ‘The male gaze occurs when the camera puts the audience into the perspective of a heterosexual man’. And this…. The woman is usually displayed on two different levels: as an erotic object for both the characters within the film, as well as the spectator who is watching the film. The man emerges as the dominant power within the created film fantasy.’ What is Mulvey is suggesting? That the woman is a passive sex object to the active gaze from the man who gains pleasure from looking.

15. Can you relate post-feminism and Mulvey’s feminist film critique to your trailer?

16. What would Marxists say about this work?

17. Can you relate Marxist theory to your own production? What would Marxists say about the representation of the subordinate classes in your production work? Think about the characters/models/music artists. Think about the narrative and genre of your work? Think about the lifestyle that is denoted in your work And how your target audience would respond to it.