representation analysis

 Representation is the way that the media portrays reality or aspects of reality. It has the ability to shape society and create a dominant worldview. Historically, minorities have been underrepresented or misrepresented (through the use of stereotypes) in the media leading to negative self-perceptions. Representation is necessary in order to acknowledge important topics, as well as create a space where people can relate to what they see on screen.

H&M

The overarching message of this advertisement is that challenging the status quo is good. This is done by featuring many different people of different ages, races, ethnicities, sexualities, religions. Instead of using stereotypes, H&M showcases people of different demographics and their personalities. 

The diversity in this commercial is a much better representation of the world. Minorities who view this ad will feel like these people accurately represent them. This can lead to an overall better self-image among minorities because they are finally seeing people like them being represented in the media.

One thing to note: representation on screen is good, but it is also important that this continues behind the screen. In addition to this, it is important to consider whether this company actively stands up for what they claim to be doing. Ask yourself whether this is a performative marketing tactic.

Axe

Axe is a line of male grooming products that targets heterosexual men between the ages of 18-25, and in this commercial we see exactly that. The narrative of this advertisement is a man spraying axe body spray as thousands of women swarm to him. 

Now that we’ve established the narrative let’s analyze how these groups are represented.

First of all, women are already an underrepresented group in the media. Here, they serve no purpose but to appeal to the male gaze and create desirability for the product being sold: Axe. They are sexualized and portrayed as animalistic as they compete for the attention of one man. Not to mention, there is very little diversity among the crowd of women. All of the women shown uphold a Eurocentric beauty standard that basically says “you have to be skinny and white/have white features in order to be deemed as attractive”. Young female viewers may watch this and internalize Axe’s message: in order to attain a man, they have to compete with each other.

The man is portrayed as cool, confident, and extremely desirable (at least to the women in the ad). Although he is shirtless, he is not sexualized. To the viewers, he is the embodiment of what they want to be. Men may view this commercial and believe that in order to be “cool”, they have to gain the attention of all these women. They may also place a woman’s worth solely on their outward appearance. 

One thing to note: the man is objectively an average looking white male, but he still is able to garner the attention of all these attractive women. Is this ad saying that women have to be “perfect” whereas men can do the bare minimum? (short answer: yes)

what makes coming of age films so relatable?

    As I’m applying to colleges and starting to think about my future after high school, I’ve revisited one of my favorites films, Lady Bird for the ninth time (crazy right!). 

Lady Bird and her mother shopping at a thrift store

    Coming of age is a term used to describe the transition between adolescence and adulthood. In the film world, it often shows the psychological and moral growth of a protagonist during their teenage years. What makes this genre so appealing to viewers is its relatability. Coming of age films allow the viewer to “grow” and “develop” with the protagonist in everyday situations.

Content

    In order to portray adolescence, the use of stereotypes is often used. Stereotypes are generalized characterizations of an individual or a group. They are easily identifiable by looking at the outward appearance of a character. Viewers can then make quick and shallow assumptions based on this. Common stereotypes in film include the jock, diva, geek, rebel, misfit, best friend, girl next door, etc. Coming of age films may include these stereotypes as satire, to critique society, or even easily establish characters and a setting. Nevertheless, the help set the tone of the film. 

In the film The Breakfast Club, stereotypes are used to portray each of the characters (a nerd, a jock, a diva, a misfit, and a rebel) and how they were able to learn about and look past their different backgrounds to make detention, a little less boring.

    Setting is especially important in this genre. Most coming of age films take place in everyday settings like a high school, a teenage bedroom, the mall, an isolated suburb, or a café. These settings create a feeling of monotony which is what makes the genre so relatable. However, these mundane settings serve a purpose: a place for the protagonist to grow and develop. It also contrasts with the internal struggles that are being dealt with in the movie. For example, the protagonist's bedroom provides viewers a deeper look into their mind and interests. A messy bedroom may reflect a character's mental state and band posters may demonstrate that the character is “rebellious”. Each setting serves an important purpose for character development to take place. It also allows for conflict and resolution to occur. 

In 10 Things I Hate About You, Kat and Bianca are twins who are very different. This is further demonstrated by their rooms and the way they are decorated. Kat is the “angsty tomboy” and her room is decked out in band posters. Bianca is the “girly girl” and her bedroom is pink floral.

    Most coming of age films follow a similar plot where a character has an internal or external struggle they are dealing with and their journey to overcome that and truly “find themselves”. Common struggles that characters face include an identity crisis, wanting to leave/hating their current life, rebellion, mental health, social issues, or struggling to attain their crush. These struggles, although simple, are experiences that most if not all people face at some point during their lifetimes. Oftentimes, the resolution of these films ends with the character “finding themselves” and coming to a greater realization of their place in the world. 

Moonlight (2016): Social issues

Sixteen Candles (1984): Struggling to attain their crush

The Perks of Being a Wallflower (2012): Mental health

Production Techniques

    When producing a coming of age film, techniques like sound and dialogue are heavily used to convey the setting and experiences of the character. Inner monologue is used as a deeper look into a character’s thoughts and feelings. It shows the man v. self conflict that is common in this genre. For example, a character that struggles with the way that society perceives them may be highly self critical, and audiences wouldn’t be able to see this without the narration of their inner monologue. Instead of action, dialogue between characters is used by directors to demonstrate their struggles with the outside world. Well executed dialogue is arguably the most important component in a coming of age story. The way that teenagers act and speak is unique and displayed throughout this genre. For example, slang terms like “dope” or “chill” are unique to certain groups of people or even certain time periods. In addition to this, dialogue shows the way that the protagonist approaches the world around them.

    Soundtracks are also important in coming of age films. Music has the ability to establish the tone of each part of the story. Pop music can be used to show how teenagers are carefree. Viewers may even listen to and know these popular songs and further be able to relate to the movie. Indie and melancholic music can demonstrate nostalgia and the idea of “leaving something behind” or the hardships that the character must overcome. Other sounds like a school bell, a phone ringing, or radio blasting are also used as a characterization of teenagerhood.

So how is it marketed?

    Genre is marked by placing emphasis on the main character of the movie. They are often dressed in typical teenager clothing as well. For example, in the movie Dope the characters are dressed in t-shirts, jeans, and snapback hats riding their bikes together. Another common technique used in marketing is bright and eye-catching colors. Many coming of age films target those between the ages of 12-18 and as a result, they heavily market on social media platforms like Instagram and YouTube.

Dope (2015)

Sample 1: Lady Bird

    Lady Bird is about a strong-willed and deeply opinionated girl who has a turbulent bond with her mother. She often feels different from those around her and she longs to leave her town of Sacramento to experience “culture” at a prestigious school in the Northeast, despite her parents struggling financially. It begins with a scene of Lady Bird and her mother coming back from their trip to visit colleges around California. As they are in the car driving home, we have an immediate understanding of their relationship. They get into an argument which ends in Lady Bird jumping out of the car and breaking her arm. This shock factor not only shows how impulsive Lady Bird is (a common characteristic of teenagers) but also adds humor. As the film progresses, we continue to see her relationship with herself and the way that she wants to fit in, but also takes pride in her individuality. Although her birth name is "Christine" she calls herself "Lady Bird" and she even goes to correct her teacher, mom, and cast list when she is addressed as her birth name. Although the film doesn't reveal why she calls herself this, it is implied that she yearns to be an individual. This may be a stretch, but it may even be an extended metaphor for her relationship with her mother. But later, her friendship with the "popular girl" at her school Jenna, demonstrates how badly she wants to fit in. She acts completely unlike herself in order to win over this friendship. She even goes to the extent of leaving her best friend Julie and lying about where she lives in hopes of fitting in and getting Jenna to like her. Throughout their friendship, Jenna and her friends call Lady Bird "weird" behind her back. The friendship eventually ends and she and Julie make up. This lesson of wanting to fit in versus being different is a common theme in this genre which is displayed in this film. By the end of the film, Lady Bird moves to the Northeast and she begins to introduce herself to other people as "Christine". This shows a major shift in her character development. She has grown and she is leaving her identity of "Lady Bird" behind with her adolescence. She is finally accepting herself as who she is instead of who she thinks she should be.

Lady Bird and her mother at a motel while visiting California colleges

Lady Bird and Julie

Sample 2: Booksmart

    Booksmart follows two academic achievers Amy and Molly as they are nearing their high school graduation. The two protagonists regret being so school oriented throughout their adolescence and as a result, they decide to go to a graduation party. The use of stereotypes in this film (the protagonists being portrayed at "nerds") demonstrate its coming of age genre. Other stereotypes include the jock, popular kid, and druggie. Settings throughout the course of this film include a high school, various parties, and cars. These are all settings that are commonly used in coming of age films. In addition to this, the film is about Amy and Molly's relationship and how they want different things in life. Molly has always followed Amy around and been hesitant to speak up about what she wants. This leads to conflict between the characters. By the resolution, the characters make up, and each of them better understand their role in their friendship. Amy speaks up for what she wants and Molly is less controlling of their friendship. The two part ways (Molly attends Yale and Amy takes a gap year), but they remain strong friends. This embodies the genre because both characters have overcome difficulties in their identity (being perceived as nerdy) as well as discovering what they want to do with the rest of their lives.

Molly and Amy at school

Molly and Amy driving to graduation

Other Films to Consider:

Mid90s (2018)

Eighth Grade (2018)

The Spectacular Now (2013)

Clueless (1995)

Call Me By Your Name (2017)

intro

 Hey everyone! My name is Shannon and I'm a senior enrolled in AICE Media Studies at my school. I love film, graphic design, and everything media related. I'm so excited to have this space to not only document my progress for my Cambridge portfolio, but also talk about various topics in the media world.