Supermarket Sweep Activity - Social Class in Supermakets

The task was to buy two of the same small food products from different ranges, value and finest. The aim was to then analyse the products using semiotic analysis and finding the social differences that are created from them.

Tesco Value Milk Chocolate Vs Tesco Finest Swiss Chocolate

They are both pieces of milk chocolate, though to the consumer they are much more then that. The first image, Tesco Value Milk Chocolate, is a simple product. The design of the packaging suggests no fuss and what the customer will get is a piece of milk chocolate. The font on the packet is bold and clear to see to the public eye. It is making a statement amongst the the other various branded goods on the shelves, Tesco Value Chocolate is noticeable. The colours used on the design are red, blue and white, typical colours of the Tesco Brand. The packaging material is plastic, it is efficent and the product is easy accessible.

Social Differences - The younger market are more likely to purchase value goods within the supermarket as they will get more for their money, whereas the older generation, with good incomes are likely to go for more luxurious chocolate. The lower class may also prefer to spend less money in the supermarkets and go for the lower end price in products.

With the Tesco Finest Swiss Chocolate the design of the product is very different. The design has been carefully created to achieve the most desired looking piece of chocolate bar. The product oozes quality and is perhaps seen as more desirable to the consumer. The colours and the use of the coco bean are carefully created to produce an authentic look, it suggests that what you get is a pure piece of chocolate. The material used on the product is cardboard which may suggest the product has a solidity to it and is neatly presented to show the utmost quality. This product is likely to appeal from the middle to the higher end of the social class.

According to John Fiske, 'the supermarket is a densley woven texture of commodity, information and display' (Fiske, 1992, p160).

Films Reviews!

The Karate Kid

Cast:

Jaden Smith - Dre Parker

Jackie Chan - Mr. Han

Taraji. P Henson - Sherry Parker, Dre's mother

Zhenwei Wang - Cheng, the bully

Even though I had not seen the original Karate Kid I had an idea of what I was about to go and see. Except I did not realise how entertaining the film was going actually going to be. The joyful and uplifting story of 12- year old Dre Parker, who leaves Detroit with his mum for a new life in Bejjing, China.

He struggles to adapt to the culture and attracts some unwanted trouble to the boys in his school. Dre is soon guided by Mr. Han, the maintenance man, who in time teaches him martial arts, resulting Dre being entered into a kung fu tournament.

There are many comical moments in the film, especially with the repetition of 'Jacket on, Jacket off'. Mr Han's method of teaching begins with teaching Dre respect, by telling him to place the jacket on the hook rather than throwning it on the floor.

One thing that is more noticeable then anything else in the film are the use of the numerous scenic chinese locations, including, the Great Wall and the Forbidden City. The film is certainly not let down by these.

The climax of the film comes during the final showdown of Dre and his bully from school.

Media Studies with Visual Cultures

Level One - Modules covered during first year!
Term 1: September - December
MSVC 101: Being Academic
The topics that were looked at in this module include:

• studentship
• mitigating circumstances
• defining academic study
• referencing using the harvard system
• plagiarism
• forms of assessment
• paraphrasing
• bibliography
• the learning centres

MSVC 102: Introduction To Theory
Topics include:

• the representation of women
• the representation of men
• the representation of race and/or ethnicity
• concepts relating to marxist theory and the frankfurt school
• postmodernism

MSVC 103: Constructing Meaning: An Introduction
Topics include:

• signification
• encoding and decoding
• myth
• ideology and hegemony
• case studies on hollywood cinema, continuity editing and the 180 degree rule

Term 2: January - May
MSVC 104: Genre
The topics that were looked at in this module were:

• the approaches to genre study
• analysing iconography, narrative and generic conventions
• deconstructing genre conventions - similarities and difference
• ideology and spectatorship
• representation
• historical, social and cultural perspectives
• constructing and stereotyping audiences through genre

MSVC 105: Stardom and Performance
Topics include:

• studying star personas
• representation and ideology
• socio-cultural approaches to stardom
• star persona from screen to subsidiary media texts
• constructing authenticity in performance and photography
• the quest for the 'real' in a glamorous industry
• stars as commodities: brands, lifestyles and identities
• fashion: industry and audience perspectives
• contemporary stardom: summarising concepts and debates

MSVC 106: Institutions
Topics include:

• culture, society and the media
• ideology and control
• case study on the BBC
• critical theory and culture industry
• institutions, power and the media

Text and the City

'The St David's 2 (Dewi Sant) took ten years of planning and three years, but it is finally here and was a significant scale and importance to Cardiff. It was important for 'St David's 2' that the building design reflected Cardiff's unique arcade shopping experience whilst drawing on inspiration from European styling and cutting edge architecture. Inspiration for its design is a reflection of the pride of the City's and builds upon the hope for Cardiff as an international destination whilst fitting effortlessly into the mature and well loved existing fabric of the city centre.

Striking a balance between the engineering quality of the arcade and a lighter, more delicate touch for the finishes is important as we aimed to echo the discreet sense of scale and texture, unique to Cardiff and South Wales. Natural stone, light coloured timbers, reflected light and other natural materials will be employed to create a true sense of Welsh space. Interesting and exciting pieces of art will all help to create an identity for St David’s giving it a truly Welsh sense of place'.

(http://www.stdavidscardiff.com/)

It opened to the public during a grand launch on 22 October.

The photos that I have taken here are just a few of the many main entrances. The use of the orange text enables it to stand out. The whole shopping centre does seem to have a colour scheme of yellow, reds and oranges. The fact that the colours white, red and green have not been used which is significant as those are colours which represent Wales. The text is positioned just above the doors and is very clearly seen by the public passing by. The site that St David’s sits on is the same footprint area as the Millennium Stadium.

I feel that this new shopping complex is enabling Cardiff to become one of the major cities in the U.K, not only terms of a place for keen shoppers, but also becoming an international tourist destination. It will certainly put Cardiff on the map.

Working in a group with Kirk, his chosen text was of the Oceana Club.

Theoretical Concepts

Hegemonic Model


Hegemony is the power of the ruling class to convince to convince other classes that their interests are the interests of all; dominant groups have to convince other groups. It acknowledges the other positions of different people in society, and suggests they cannot have their own way by just producing something.

The media support and perpetuate dominant ideologies based on traditional values that are viewed by most as normal. This occurs due to the predominant ownership of media industries by middle – class, middle aged white men. This affects the messages and ideology within the media product, example, and subconscious fears of anyone outside the dominant ideology, or what is normal.


I found this concept facininating, because the truth of the matter is, they are all extremely true. Most women in todays society feel the need to change their appeareance in order to feel socially accepted.

Representation of women through consumerism

Liberation through consumer culture, fashion and beauty. Typical feminine preoccupations include shopping for clothes and shoes, spa pampering and beauty products which are all seen as empowering to women. The ‘L’Oreal’ notion, ‘because I’m worth it’ which is driven my makeover programmes and magazines show that this sort of consumerism defines a woman. As Bette Midler would say, ‘give the girl the right shoes and she can conquer the world’.

Visit to the Cardiff Museum / No Such Thing as Society - Photography Exhibition

From spending time in the exhibition I noticed a variety of social class in the photographs. The middle class and the working poor class particularly came across quite clearly. The differences in the social class in some photographs are strongly conveyed between the working poor, middle class and the capitalist class. One photograph which stood out for me, representing the capitalist class, was ‘Ascot’ 1973 by John Benton Harris. They show typical characteristics of top level executives and politicians. However, Paul Graham’s ‘Crouched man, DHSS Waiting Room, Bristol 1984, shows characteristics of the underclass.

From looking at the photographs in colour and then comparing and contrasting them with those in black and white, I do notice a different impact. Many of those in colour appear to be more uplifting, the times seem less harsh and the social class seems to be in a very fortunate position. It emphasises a more joyous view on life.

I would say that the main difference is that with the photographs that contain people we immediately see how they are mentally and physically represented in that social class. We then immediately assume that they may be middle class, for example. With the photos that didn’t contain people they created an impact that the situations of the social class, such as working class, were very difficult, harsh and unnecessary.

I feel that the photo that resonates with me the most is the ‘Portrait of a village’ 1977 by Jurgan Schadeburg. I found this photograph quite haunting to look at in the way that each face was separated from the other by darkness. This helped to encourage the emotions on each face so that I would just see each person at a time. I found it particularly interesting because I feel social class is more often judged by how people look and how they are contrasted from everyone else in society. As I come from a small village it is interesting because there is a variety of social class within the village and each person is different from the other.

Another photograph that I did find quite disturbing to look at was Chris Killip's, Youth on Wall, Jarrow, Tyneside, 1976. It was beautifully framed and shows a young skinhead boy in the very district, that 40 years before had come to symbolise Depression-era England, with the 1936 Jarrow March against poverty and unemployment.

Going into Cardiff High Street, it was certain that I could read what type of social certain class some people were in, though some were harder then others. Those selling magazines and those who sat in the doorways of shops were easier to read. The people in the photographs were all in situations which they are accustomed too, so I found it easier to read the social class of the photographs compared with the people on the street.

Cardiff Bay!

Cardiff Bay is Europes Largest Waterfront Development!

The Wales Millennium Centre (Canolfan Mileniwn Cymru) is venue to one large theatre and two smaller halls, which also includes restaurants, shops and bars. It opened at the end of November 2004, although the second phase of the building did not open until the New Year. The centre has hosted performances of opera, ballet, dance, comedy and musicals.

Films of 2009/2010

Avatar - from the Director of Titanic

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Valentine's Day - set in Los Angeles, with an all star cast, including Kathy Bates, Jamie Foxx and Ashton Kutcher. The film tells a story of couples and singletons coping with the pressure and expectations of Valentines Day.

Alice in Wonderland -  Tim Burtons interpretation of the Lewis Carroll novel, with a stunning cast, consisting of Johnny Depp, Helena Bonham Carter, Anne Hathaway, Michael Sheen, Stephen Fry and Matt Lucas.

Toy Story 3

Coming to University in Cardiff and starting the degree!

I have to say  the week before I was going to start university, I was beginning to feel a little nervous. The fact that I was goin to be moving out and be living with 5 new people for the next year was daunting. I would try to resist emptying my room out and putting everything into bags and boxes. However, I did feel that it was time to come much more independant.

I really didn't think I would make so many friends in such a short space of time, but the fact that I have now been here for over a month, and the amount of great people I have met is truly amazing.

My course Media Studies with Visual Cultures is going well, I was expecting to be in a large theatre with about a hundred people in the room, but the fact that my course is a in a classroom of about twenty people is great. Overall, the course is a little difficult at times, but I do find it very interesting.

Hopes and Aspirations

After undertaking my week of experience at the local newspaper, I felt sure that this was the sort of career that I wanted to pursue. I really enjoyed being in that sort of working environment as I found it exciting and I do have a really keen interest in the media.

For a while though I have always wanted to work for a big magazine, where my main focus would be on writing. I do have a keen interest in the fashion industry and to work in London for Elle, Glamour or Vogue would literally be the icing on the cake. Though of course that sort of profession to be in, is constantly filled wth pressure, but I feel it is something that has always interested me.

Holiday 07!

CRUISE


Monte Carlo

Another hope that I have, would be to travel, back in 2007 I went on a cruise with my family and it really opened my eyes to the rest of the world. I saw landmarks like the Leaning Tower of Pisa and the Trevi Fountain and the Colosseum in Rome. It was really an amazing experience, it is definitley on my to-do lists to travel the world.

When in Rome!

The Vatican

Pisa