Culture Studies Of Communication : Axe Body Spray

In “A Century of Cinema”, Susan Sontag explains how cinema was cherished by those who enjoyed what cinema offered. Cinema was unlike anything else, it was entertainment that had the audience feeling apart of the film. However, as the years went by, the special feeling regarding cinema went away as those who admired cinema wanted to help expand the experience.

To support this idea, Bordwell illustrates how art cinema motivates its narratives differently, through two principles: realism and authorial expressivity. Firstly he proposes the notion that art films reflect realism in their characters, space, and time. Psychologically complex characters are present in real worlds dealing with true-to-life situations. Art cinema is concerned with the characters ‘reaction’ to these situations, rather than their ‘action’. Thus it bares an element of psychological subjectivity as the characters survey the world they are in, which aids the realisation of the distress of

Mulvey, Laura. Visual Pleasure and Narrative Cinema (1975) - Laura Mulvey. Thesis. N.d. N.p.: Laura Mulvey, 1975. Visual Pleasure and Narrative Cinema (1975) - Laura Mulvey. NG Communications, 2006. Web. 20 Feb. 2014. .

Both Laura Mulvey and bell hooks describe the idea of the “gaze” in film. In both of the theories presented by Mulvey and hooks, the “gaze” is the way in which viewers are subjected to a particular perspective because of their social standing. In Mulvey’s case, she argues that the “gaze” in which the audience is forced into is that of the “male gaze” while hooks argues a more nuanced “gaze” including the “oppositional gaze”. While some of Mulvey’s argument is accurate, hooks argues that it leaves out important other factors, in particular, race. Both arguments have many similarities and differences, and can be seen exemplified in many films, such as Spike Lee’s She’s Gotta Have It.

Although the best reasons for “going to the movies” are to be entertained and eat popcorn, understanding a film is actually quite complex. Movies are not only a reflection of life, they also have the capability of shaping our norms, values, attitudes, and perception of life. Through the media of film, one can find stories of practically anything imaginable and some things unimaginable. Movie-makers use their art to entertain, to promote political agendas, to educate, and to present life as it is, was, or could be. They can present truth, truth as they interpret it, or simply ignore truth altogether. A movie can be a work of fiction, non-fiction, or anything in-between. A film is an artist’s interpretation. What one takes away from a film depends upon how one interprets what has been seen and heard. Understanding film is indeed difficult.

Several film theorists have used a variety of tactics and view points to analyze feature films since their inception. One of the most prominent theorists of those that analyze films from a feminist perspective is Laura Mulvey. Mulvey is famous for her essay “Visual Pleasure and Narrative Cinema,” which presents an array of theories involving the treatment of women in films. Arguably the most notable idea presented in Mulvey’s work is the existence of the “male gaze” in films. This essay will examine Mulvey’s theory of the male gaze in relation to Alfred Hitchcock’s film, Vertigo. Vertigo does not fit the criteria of a film that

The characters Sherman portrays, lighting, clothing and expressions are cliché of what is present in cinema, so much that viewers of her work have told Sherman that they ‘remember the movie’ that the image is derived from, yet Sherman having no film in mind at all.[iv] Thus showing that her word has a pastiche of past cinematic genres, and how women are portrayed in cinema and photography and how Sherman has manipulated the ‘male gaze’ around her images so they become ironic and cliché.

Today’s filmmakers have three areas to focus on: the event or theme of the film, the audience who will be watching the film, and lastly, the individual characters and the roles they play and how they are portrayed and interpreted. Many of these films bottom line objectives are to focus on the “erotic needs of the male ego.” The focus on fetishistic scopophilia tend to slant the view such that we see the world as being dominated by men and that woman are

Theorist Vsevolod Pudovkin claims that narrative films are mainly a “product of construction” and cautious compilations of “selections of images that have been shot” (Renée).

The following essay examines the characteristics of the aestheticisation of abjection by analysing Jonathan Demme’s, The Silence of The Lambs (1991) to better understand what pleasure we, as a culture, find in consuming horror films. The Silence of the Lambs shows women being tortured, sexually assaulted and murdered yet is still a widely popular film that serves to entertain a seemingly sane society.

Even though male gaze is still the fundamental construct in modern films, I do not think lesbians and majority of women these days enjoy objectification. Women are trying to break through gender differences and evolve as equal being to men. In trying to explain how women are positioned in films, Kaplan says “Psychoanalysis a crucial tool for explaining the needs, desires and male-female positioning that are reflected in film” p. (). Kaplan uses psychoanalysis to argue how women take

Many critics have noticed that Mulvey’s application of psychoanalysis and filmmaking appears in an ironic return to Freud and Jacques Lacan. Mulvey uses the gaze to examine male pleasure in narrative cinema, but Lacan

The notion that film functions rhetorically is hardly novel, and, indeed, there is a long tradition of film criticism within rhetorical studies.5 Historically, the rhetorical criticism of film has tended to focus on the representational aspects of cinema, attending to how films compel audiences at a cognitive rather than corporeal level. But more recently, scholars in an array of fields (Kennedy, 2000; MacDougall, 2006; Massumi, 2002; Shaviro, 1993; Sobchack, 1995, 2004) have begun to consider how cinema appeals directly to the senses, how it sways viewers somatically as well as symbolically. Attention to the body corresponds closely to the affective (re)turn in rhetorical studies,6 for conceptualizing rhetoric as embodied necessarily “reflects a merger of reason and emotion” (McKerrow, 1998, p. 322; see also Johnson, 2007). Rhetorical

Since its humble beginnings in the later years of the nineteenth century, film has undergone many changes. One thing that has never changed is the filmmaker’s interest in representing society in the present day. For better or worse, film has a habit of showing the world just what it values the most. In recent years, scholars have begun to pay attention to what kinds of ideas films are portraying (Stern, Steven E. and Handel, 284). Alarmingly, viewers, especially young women, are increasingly influenced by the lifestyle choices and attitudes that they learn from watching these films (Steele, 331). An example of this can be seen in a popular trope of the “romantic comedy” genre in this day and age: the powerful man doing something to help, or “save” the less powerful woman, representing a troubling “sexual double standard” (Smith, Stacy L, Pieper, Granados, Choueiti, 783).

The BBFC has commissioned me to undertake research as part of a project to ascertain to what degree films can be regarded as powerful within contemporary society. In this assignment, I will comprehensively explain the relationship between audiences and films with well explained examples. I refer to the different sectors relating to the topic that include the following: