question 3

With detailed reference to two or three examples you have studied, explore how media texts are constructed to position audiences and/ or users.  

All media is contructed by the dominant ideology, audience positioning is the way texts are created in order to make viewers feel a certain way. This can be done through technical codes, language and mode of address.

One example is the This Girl Can Campaign 2015, which was created to make females feel empowered and confident. By using women of all shapes and sizes and all colours, the video is reaching out to a wider range of women, helping them to feel more included in society. The frequent close ups shows true emotion and helps the audience feel more on a personal level, helping them to believe they to can do whatever it is they want  to do. By showing us messages on the screen such as 'I jiggle therefore I am' gives the audience inspiration and is telling us something that wouldn't generally be shown to us in mainstream media, most of the time, slim women are the defintion of the idwal women. The message 'Damn right i look hot' could be telling us to have confidence within ourselves and that its not bigheaded or conceited to have love for yourself. These messages could be very  powerful for those that are feeling insecure with themselves after seeing photoshopped women spread all across the media. The upbeat music throughout makes the audience feel more energetic and more enthusiastic about the campaign, its literally telling us to 'get out freak on'.
The advert also shows girls playing football which most consider a 'boy sport', so by showing us the message 'I kick balls deal with it.' is telling the audience we can break through the stereotypes made by society and do whatever dream we may have.

The This Girl Can campaign has much more of a positive message compared to the Victoria secret adverts which is full of the 'ideal women'. All the women are slim, have perfecr hair, perfect skin and makeup. They are all half naked in order to show off their line, however you will not see them advertise their tracksuits or jumpers because it may not be seen as 'pretty'. Some girls may watch this as the passive audience and feel less of themselves, because as the hyperdermic theory suggests, the audience are 'injected' information and believe everything. In this case they will believe that they must look like what these girls look like. However others may watch the advert and feel the women are being too sexualised and suggesting to the world that women are nothing than objects for display. The advert may not have any affect on them other than to see the new line of Victoria Secret. The advert uses familiar faces to attract more people or fans, the advert is simply used to advertise their products rather than potray a meaningful message.