Case study: Wateraid

Stuart Hall: Theory of representation

The idea that representation is the production of meaning through language, with language being defined in its broadest sense as a system of signs. For example the positioning of the charity advert is enforced early on through the environment with: dry crops, insect noises,beige pallet, intense heat and underdeveloped infrastructure.

Another idea is that the relationship between concepts and signs is governed by codes, the idea that stereotyping as a for of representation reduces people to a few simple characteristics or traits. For instance Claudia is wearing stereo-typically feminine clothing, with a pink shirt and print skirt.

Finally the idea the stereotyping tends to occur where there are inequality of power, as subordinate or excluded groups are constructed as different or 'other'. For example the village being underdeveloped and in need of aid may reinforce the inequality of power.

"Shared conceptual road map" Stereo-typically African landscape with under saturated beige tones

Initially life is hard/ difficult focused on Claudia
Personal direct appeals to the audience
Lonely- singing to herself
following her everyday life

David Gauntlett: Theory of identity

The idea that media provides us with 'tools' or resources that we use to construct our identities, this is very applicable to social media, Bloggers / Vloggers, and celebrities. For example: M&S' choice to use Holly Willoughby as their main model as she features on I'm a Celebrity, This morning and has a large Instagram following.

Another idea is that media tended to convey singular, straightforward messages about ideal types of male and female identities, however the media today offers us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas: for instance to the audience Claudia represents a positive and successful cause, as well as representing being African, female and a teenager.

Liebst Van Zoonen: Feminist Theory   

The idea that gender is constructed through discourse, and that its meaning varies according to cultural and historical context.

Another idea is that the display of women's bodies as objects to be looked at is a core element of western culture, for example Western clothing ideas vs Eastern clothing ideals.

Voyeurism: The practice of gaining pleasure from watching others when they are on display

Finally the idea that in mainstream culture the visual and narrative codes are used to construct the male body as a spectacle differ from those used to objectify the female body.

Enforces Stereotypes	Subverts Stereotypes
Women washing clothes	Claudia is walking alone
Women collecting water	Claudia is the ‘provider’
Men doing physical labor	Claudia collecting water is physically tasking
Claudia’s traditionally feminine clothing
Claudia and other women in caring and maternal roles

Paul Gilroy

The idea that colonial discourses continue to inform attitudes to race and ethnicity in the post-colonial era, for example the underdeveloped country needing help from the colonizing country post separation.

The idea that civilisationsim constructs racial hierarchies and sets up binary oppositions based on the notions of otherness.

George Gerbner

the idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them.

Previous charity adverts desensitized the audience and has created its own stereotypes along with it: Sad eyes, depressing music, pleading, celebrity endorsement

The target audience would be people who recognize the song, as well as people in their early 30's and 40's, with families and disposal income

“The television set has become a key member of the family, the one who tells most of the stories most of the time” -George Gerbner

Two order effects:
1. First order effects: General beliefs about the world today
2. Second order effects: Specific attitudes and Judgement

Dividing viewers into two levels: light viewers and heavy viewers

Heavy viewers’ demographics:

• Young people
• Watching TV for more than four hours a day
• Affected by mean world syndrome
• Double dose effect
• Less selective in what they view
• More likely to be involved in violence, Example: “Life’s a video game. You gotta die sometime” Devin Moore (2005)
• More fearful about life

Social/ Cultural context

• In December 2016, the advert had been viewed ability 47000 times on water aids' YouTube channel and this page also actively encourages the sharing of the advert through social networks. this is further evidence that the likely audience are literate with technology is that donations are encouraged through the imperative "Text SUNNY to 70555" and the use on the YouTube page of a twitter hashtag (#ShareSunshine)

• The advert's cover of Zoe's 1990 son Sunshine On A Rainy Day could indicate the target audience are in their 30's-40's as their likely to remember the original and get pleasure from the nostalgic value of hearing the song.