Welcome
back for our last Vlog in the series of education Vlogs, Today Vlog is about
representation and how ‘The Avatar’ is portrayed,
Again
let’s start off with some information you will need to know to understand what
this Vlog is about;
Firstly
there are two schools of thought the first is known as the hypodermic syringe
which is Theodor Adorno theory form the 1930’s that means media has a negative
impact and that the mass audience believe everything they see and hear which is
ridiculous and the second school of thought is that of David Gauntlett’s which
states we are able to filter and adapt
content in media and that people use media for their own purposes which is
more likely.
The
BBFC stands for the British Board of Film Classification and the ASA stand for
Advertising Standards Authority.
Active and
Passive
There are several ways in which
“The Avatar” can be portrayed whether it’s active or passive, For example to
some people the film may be considered immoral as it has some scenes of
sex/nudity, Scenes in which moderate language is used and most importantly a
lot of scenes of violence and aggression which would be the biggest concern
that 20th Century Fox would have would be that people for example
parents believe that how their child acts or what their personality is like is
directly linked to what media they consume, They'll say stuff like why is he so antisocial, oh it’s
that new game he’s been playing, which is much like Theodor Adorno theory that
people believe everything they hear or see in media and this therefore changes how they think and
feel, So this theory states that if they are seeing violence all the time they
will become desensitised to it and then go out and do something violent and yes
media does affect how your live and may change how you think and feel it
doesn't cause you to go out and perform a violent act the more appropriate
theory is that of David Gauntlett’s which is that we are able to filter and
adapt content in media and that people consume media for different reasons.
Representation
The Avatar can be said to both reinforce
and challenge the stereotypes as they keep to the traditional stereotype of men
i.e. the man being strong, masculine, and violent and needing to be the hero in
the film which can be seen when Jake sully is taking control of the Na’vi army
and the scene in which he takes control of the Toruk, this was theorised
by Jackson Katz and Jeremy Earp in 1993. The Avatar challenged
the stereotype of how females are portrayed by instead of making them seem week
and needing saving all the time to being much like the male characters in the
film i.e. they are portrayed as strong and are portrayed as heroes. The film doesn't represent any gay people however in any way as there are no gay characters in it.
Legal and ethical
Now
let’s talk about the legal and ethical problems “The Avatar” will have to face,
the biggest problem “The Avatar” and 20th Century Fox has to face is
Copyright infringement, which is the illegal downloading and/or streaming of a
copyrighted product in this case “The Avatar” which can be found in hundreds of
places on the internet (Afdah, Put locker and Pirate bay) as we spoke of in the
previous Vlog. The second biggest legal and ethical problem “The Avatar” has to
face is whether or not the content in the film would be considered unethical or
offensive. And because of these problems that they have to deal with the
possibility of the film getting censored if it is seen as offensive to a group
of people.
Regulatory
Bodies
This bring us to the next and final point of our Vlog, Regulatory bodies involved
in the film, Regulatory bodies are the organisation that have been placed here
to make sure the film is shown to the appropriate audiences. There are two
organisation which specifically regulate film content the first in known as
BBFC (British Board of Film Classification) which are responsible for what
rating the film is and whether or not it is to be played before or after
watershed for example “The Avatar” is rated a 12A in the UK but in the US it’s
rated a PG-13 However “The Avatars” age range would vary as can be viewed from as
young as 10 and as late as up to 14A, The Avatar keeps to these age groups by making sure
they don’t show an absurd amount of sex and or nudity, it also makes sure that there are blood and gore is not specifically targeted to frighten the audience as well as
by making sure there is not a mass amount of strong language used. The second
organisation which regulate a films content is ASA (Advertising Standards
Authority) this organisation is responsible for the advertisement of a film
specifically the print material i.e. a poster for example has to be suitable
for all audiences whether you a child or a grown man as the poster can’t just
be taken down every day and put back up when its suitable for the adults to
view it so they have to make a poster/DvD cover that is suitable for all
as shown In the video there is no blood or any pictures of violence or nudity
on the poster or the DvD case which means it follows the rules and guidelines
set.
Thanks for watching
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