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: Excellent answer for Q2 - considering a range of theorists/contexts and alternative readings.

EBI: You could have referenced another exam product from advertising in more detail. 

17/20 = A

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.

• Q1 - 6/8 - Verbal codes (text) reinforce gender roles that are expected in society, supporting Butler: "Gender is a performance" - patterns of repeated acts and rituals. Expectation that women should be 'good' whilst men are allowed to be 'bad'. This reinforces the restrictive gender roles which are set from childhood. Further reinforced by the text which says 'The ne feminine/masculine fragrance' suggesting people should look and smell a certain way to perform their gender. 
• Q2 - 11/12 - The 'good girl/bad boy' campaign strongly reinforces classic gender stereotypes, contrasting with recent campaigns such as the Gillette's 'Boys will be Boys' which went viral to try to prevent toxic masculinity. 

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 'good girl/bad boy' campaign strongly reinforces classic gender stereotypes, contrasting with recent campaigns such as the Gillette's 'Boys will be Boys' which went viral to try to prevent toxic masculinity. 
• The Carolina Herrera advert may be seen as a campaign to reclaim traditional gender roles in response to increasing tolerance of gender fluidity and non-binary gender identity.
• Campaign reinforces Butler's Gender Trouble - especially the idea that gender is culturally and socially constructed, 'not natural' supports Butler's idea that we are conditioned to adhere to social norms, both in terms of gender and heterosexuality.

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.

• Gauntlett - believes that the explosion of the media in the 1980's and 1990's gave audiences a chance to actively construct their identity and perhaps move away from the traditional stereotypes. “Although the popular remix of feminism is accepted by young women, it remains the case that most women and men remain somewhat constricted within particular gender roles.” - acknowledged Butler and van Zoonen. He also found a new representation of men in the 1990s and disagrees that masculinity is in a crisis. 

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.

• I need to work on my skills for analysing unseen products
• learn more examples to apply different contextual references and compare them
• Constructing my answer and timing