A complex series of codes and conventions. The media build and create their own representations through selection and omission, often be criticised for misrepresentation.
How music syncs to vision in the making of video clips.
The job of a media representative.
The Ellen Degeneres Show
Lighting, camera, makeup, positioning of character, glance, props
Using the woman's original photo portrait & the absence of photoshop work
The woman in the ad "becomes" the object through morphing/photoshop application & women are dismembered, "hacked apart" (only one part of the body is focused on.
Photoshop application and positioning of the woman from a low camera angle
Shares in the product
The store that sells the product
Concepts of love, success, friendship, belonging & what is considered (by the advertiser as "normal" (i.e. body image)
Happy and confident
Shot from high angles and appear to be so insignificant, lacking confidence, almost "disappearing" or with their mouth covered over suggesting also this young person is unimportant and valued more for their appearance than their voice
Talking and laughing with friends
Selection of media as a subject to study
Selection of codes, such as hair & makeup, shot type etc. These codes build or construct a representation.
Selection of a marketing company who will develop an advertising campaign
Omission as in to omit (or leave out) aspects that are not a part of the representation. Leaving out certain parts of the body in advertisements of women, quite often for example, the head is cut off.
Omission is a type of transmission
Omission is when an advertiser doesn't have permission to Photoshop
When Harry met Sally
Viewers choose to watch what they want to watch
The tv series Neighbours is often criticised by media analysts for only representing white Australia, rather than having actors of many different races to show Australia's true multicultural nation. This is an example of a whole race of people being left out or "omitted" (Chinese, Lebanese, Israeli, Greek etc).