Structuralism

Structuralism is primarly concerned with how meaning is produced through structure of texts. i.e Films and Literature. For example, horror films have the same codes and conventions more or less which helps create meaning. Structuralists believe that it is these underlying codes and conventions that make meaning possible.

It first arose in the 1950's and 1960's influenced by Ferdinand de Strausse's theory of language. He believed that language and words had to be seen in the larger context and structure of things rather than in their isolatation. That the meaning of words are atrributed to their 'surroundings' and created by the words that are simply associated with them and the words that surround them. Individual words relate to other words and create larger structures. They are defined by conventions that already exist, there is no connection between the word and what it designates. Therefore, the meaning of words are relational - the definition of any given word depends upon its isolation of other words. Meaning is always atrributed to the object or idea by the human mind and constructed by and expressed through language, it is not already contained within the thing.

A2 Media Exam Prep. Section A: 1B.

For Section A I am required to evaluate parts of my coursework in relation to the following concepts:

• genre
• narrative
• representation
• audience
• media language.

Recurring Themes/Ideology in Mens Health.

• Toning/improving muscles.
• Get rid of fat stomach/getting perfect abs.
• Get fit as quickly and easily as possible.
• Improve looks/beat aging.
• Diet and burning fat.
• Masculine adverts/celebrity role models.
• Black and white/saturated photos (makes the male more of an object rather than a person.
• Layout creates strong brand identity.
• banner strapline dedicated to role models.
• 'Waring sell lines creating possible anxiety about the future.
• Medium long shot, emphasis on torso.

Mad Men.

Set in the 1960's in the United States.
Main Character
Don Draper - Hegemonic, stereotypical 'ideal' male. Successful career, beautiful wife etc.
More focused on his job than his family.
Men in mad men are career driven. Shifts in gener norms.

What representations of men are offered/constructed in the media forms you have studied?

Fight Club
At the beginning of fight club the men appear to be represented as complicit and marginalised in terms of Connel's theory of masculinity. The narrator seems to have lost his place in society, and his controlled by his possessions and his home. He works in a job he hates for little money, simply to fulfil his desires to have the 'perfect' life. The ideals of Fight Club begin to be seen here, this is why they become intent on destroying capitalism.
We are then introduced to a character named Bob, at a meeting for men who have had testicular cancer. Like the narrator, he is represented as marginalised but also subordinate. His body is not the type that is typically associated with men, for example his breasts have become larger due to him losing his testicles. His behaviour is also atypical as he is seen crying and hugging the narrator, which a normal hegemonic male would view as disgraceful behaviour.
Throughout the beginning of the film the men are all represented similarly until Tyler Durden is introduced. He is everything that the narrator wants to be. He is presented as a more stereotypical hegemonic male with his muscular physique and laddish behaviour.