MIGRAIN Assessment 3 - Learner response

 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: good textual anaylsis in Q1

ebi; more reference to on text in q2 and take care with spelling especially of of key words

10/20- D below acp/=c


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.
5/8- Finally, the costume of the man perhaps reflects David Gauntlett’s idea that masculinity is evolving due to changing representations in the mass media. The lack of a tie and socks is a more informal, modern interpretation of masculinity compared to traditional representations and perhaps suggests that Carolina Herrara as a brand is not entirely stuck in the past.

5/12-David Gauntlett argues that masculinity is constantly evolving and social concerns that masculinity is ‘in crisis’ are exaggerated. However, this campaign does not provide particular evidence for an evolution in representations of men (aside perhaps from a lack of socks and no necktie). Indeed,  this campaign reinforces classic masculine stereotypes and therefore perhaps provides evidence against Gauntlett’s theory.

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 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.

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.

Liesbet van Zoonen was one of the first theorists to explicitly link gender, feminism and media studies. Writing since the 1990s, van Zoonen is a key figure in third wave feminism alongside theorists such as Judith Butler and she also develops Mulvey’s work on the ‘male gaze’.
Looking specifically at the representation of women in advertisements in the 1970s and 80s, van Zoonen questioned how much things had really changed. For example, women in adverts may be shown to have jobs but their appearance was usually still the vital element.


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.

-murvelys theory
-butlers theory
-Liesbet van Zoonen’s theory



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