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dynamic and informed ‘reader’ of media texts.
Ideological debates
And this is, of course, equally true of the OCR and
The show’s initial broadcast received a mixed
B
Y
E
WJEC specifications.
reception from the critics and continues to do so T
The AQA specification is, as you aware,
– always a good sign of a potentially useful text
T
founded on the Key Media Concepts of
Y
for your academic purposes! On the one hand,
Audience, Genre, Institutions, Language,
disappointed feminist interpreters, bemoaning
Representations and Values and Ideology
the fact that the media (and American television,
– and your understanding of these concepts
in particular?) continue to support the allegedly
will become more sophisticated throughout the
conservative, and perhaps sexist, values of the
duration of the course. In this piece I attempt
fashion industry which represent stereotypical
to suggest just some of the ways in which the
ideas about female ‘beauty’ and ‘behaviour’. On
TV text, Ugly Betty, can be a useful example of
the other hand, more positive critical responses
contemporary moving-image media for your
to the series have applauded the inclusion of
examination purposes.
specific storylines as a refreshingly subversive
attack (using humour as the seemingly innocuous
Institutional issues
vehicle) on right-wing American policies on, for
A significant hit for ABC in the States (and
example, immigration or gay rights.
the recipient, at the time of writing, of several
awards, including Best Comedy Series Award at
Language and contrasts
the Golden Globes, Best Actress prize for its star,
The text offers rich opportunities for analysis in
America Ferrera and a Directors Guild of America
terms of mise-en-scène and uses of contrasting
Award for Richard Shepard who directed the
settings to highlight the thematic content. The
pilot), Ugly Betty first launched on C4 in the UK
scenes at Betty’s home in Queens evoke and
in January 2007, with 4.5 million viewers. The
sustain the established and recognisable values
show was immediately acknowledged as a prime-
of a traditional Hispanic family unit – complete
time Friday night slot saviour for the channel
with warm oranges, browns and greens, we are
which was still struggling to regain the halcyon
immersed in an atmosphere of cosy, ambient
audience shares provided by Friends. A year on
lighting, comfortable clutter and a focus on
and a second series later, the viewing figures
the kitchen as the heart of the home, with the
are averaging around the 2 million mark, still
crucial representation of Betty’s father adorning
good going for C4’s overall share of the market,
an apron, cooking fajitas for his daughters and
particularly in the current climate of audience
grandson, providing perhaps a more ‘feminised’
fragmentation and alternative modes of
version of patriarchal dominance. The contrast
viewing instigated by advances in technology.
to the Mode office setting is striking and, of
(See viewing figures on
www.barb.co.uk in order
course, intentional – here the furniture and décor
to analyse how the show’s ratings compare to
is as starkly clinical as any minimalist showcase
other offerings on C4, as well as their terrestrial
interior, with trendy (read – uncomfortable) ‘soft’
competitors.)
furnishings and mirrored surfaces reflecting the
‘beautiful’ chosen ones of the fashion industry.
Any food that is eaten is usually a lettuce leaf or
english and media centre | February 2008 | MediaMagazine 13
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