Shelter - Media Representation Flashcards
What makes Shelter different from the other two studied adverts? (What is the aim?)
It is a campaign that uses representations to encourage donations to charity rather than for product purchases, making it a contrast to the others.
What main social contexts are reflected here?
Anxieties about economic issues/fears of people losing their homes.
What different representations are shown in this advert campaign?
(Cageds)
-Two women
-A man (unconventionally)
-One of the women appears to be mixed race though this is not made very clear
-Lower/working class as they are experiencing poverty
-Presumably able bodied
-Heteronormativity
What stereotypes may be reflected through the representation of these groups?
-Women are vulnerable and have families to take care of rather than just themselves ‘But where will WE live?’
-Man appears to be more aggressive/self-confident ‘He can’t do that.’
-Women more emotional and unable to handle stressful circumstances ‘I can’t face it.’
-Omission of other social groups? (POC, physically disabled, mentally ill)
What is the main purpose of using multiple representations? (as an advert)
To invoke empathy in the audience, and through identification with the actors make them consider how it would feel to be in the same situation. (therefore encouraging donations)
What does the use of different representations connotate to the audience?
That poverty is an issue that can happen to anyone regardless of social group.
Who in the audience is Shelter most likely to appeal to using these representations? Why?
The middle class, as those who are most aware of the inequalities of wealth in society and have/are willing to donate to those who need it most
How could this advert be said to be reflecting the theme of individualism?
Diverse representations suggest that every individual has the right to self-fulfillment and a better life, including the less fortunate.
How could this advert be said to be using representations to reflect the theme of consumerism?
This is a charity campaign yet it is formatted as an advert, suggesting how representations are needed to invoke empathy to encourage people to donate.
Why may these representations be less effective in encouraging the audience to help with the cause?
Dependent on the audience’s views towards charity and donating, and their own experiences with poverty. Not all representations reflected which may make audience feel alienated
