How representations are constructed to be persuasive

Example Questions/dot points:

• Analyse the construction of a persuasive representation in a media work

• Analyse how a media work has constructed representations that are persuasive

• Discuss how representations in media work and their associated values are constructed to be persuasive

Short Answer: Analyzing the Construction of a Persuasive Representation in the Gillette "The Best Men Can Be" Advertisement

Introduction
The Gillette advertisement "We Believe: The Best Men Can Be," released in January 2019, sought to address issues related to toxic masculinity by challenging certain behaviors commonly associated with traditional male roles. However, the ad’s portrayal of men has been controversial, with many arguing that it unfairly depicts men as inherently toxic, apathetic, and complicit in harmful behaviors. By selectively focusing on negative behaviors and associating them predominantly with men, the ad constructs a representation that suggests these issues are primarily male problems, while downplaying the fact that such behaviors can be exhibited by anyone, regardless of gender. This essay will analyze how the Gillette ad uses media techniques to create a persuasive yet problematic representation of men that has sparked significant debate.

Use of Visual Imagery and Stereotyping
The Gillette ad opens with scenes of boys fighting while their fathers stand by, seemingly indifferent to the aggression. This visual imagery is a powerful tool in constructing a narrative that suggests men are either apathetic or supportive of harmful behaviors. The stereotypical depiction of men as passive observers who condone violence through inaction reinforces the idea that such behavior is inherently male, ignoring the reality that these traits are not exclusive to any one gender. This selective imagery persuades viewers to see men as the primary culprits in perpetuating toxic behavior, despite the fact that similar behaviors can and do occur among women as well.

Narrative Structure and Framing of Men as Complicit
The narrative structure of the ad further reinforces the negative representation of men by framing them as complicit in harmful behaviors. Throughout the ad, scenes of negative behavior—like bullying, harassment, and aggression—are predominantly associated with men, suggesting that these issues are systemic within male culture. The ad then shifts to show positive actions, such as men intervening to stop harmful behaviors, but these moments are brief and come across as exceptions rather than the norm. This framing encourages viewers to see toxic behavior as a widespread issue among men, while overlooking the broader context that such behaviors are not uniquely male and can be found across all demographics. By focusing on men as the primary actors in these negative scenarios, the ad constructs a persuasive but skewed representation of masculinity.

Selective Representation and Exaggeration
Selective representation plays a crucial role in how the Gillette ad constructs its narrative. The ad focuses exclusively on negative behaviors associated with men, such as passivity in the face of violence or harassment, while largely ignoring the fact that such behaviors are not confined to any one gender. This selective emphasis creates a distorted view that toxic behavior is primarily a male issue, exaggerating the prevalence of these traits among men. For instance, the scene of men at a barbecue passively watching boys fight suggests a norm of male apathy, which does not accurately reflect the behavior of most men. By choosing to highlight these specific scenarios, the ad persuades viewers to accept a generalized and negative view of men, which can be misleading and unfair.

Emotional Manipulation Through Sound and Imagery
The Gillette ad uses emotional manipulation through sound and imagery to reinforce its negative portrayal of men. The ad’s serious tone, dramatic music, and carefully selected visuals create a sense of urgency and moral responsibility, pushing viewers to confront the depicted behaviors as male-specific problems. However, this approach can be problematic as it implicitly suggests that these negative behaviors are inherent to men, rather than being universal issues that can manifest in anyone, regardless of gender. The emotional weight of the ad’s message is persuasive, but it also contributes to a one-dimensional portrayal of men, which fails to acknowledge the complexity and diversity of human behavior across genders.

Conclusion
In conclusion, the Gillette "The Best Men Can Be" advertisement constructs a persuasive but ultimately problematic representation of men by using visual imagery, narrative framing, selective representation, and emotional manipulation. The ad’s focus on negative behaviors associated with men, while ignoring the fact that these behaviors are not exclusive to any gender, creates a skewed and generalized portrayal of masculinity. While the ad successfully draws attention to important issues related to behavior and societal norms, it does so at the expense of fairness, risking the alienation of men who feel misrepresented by the ad’s portrayal. The controversy surrounding the ad highlights the challenges of addressing complex social issues through media without oversimplifying or unfairly targeting specific groups.

Extended Answer: The Construction of Persuasive Representations and Associated Values of Asian Women in Media

Introduction
In media, representations of different groups often carry specific values and stereotypes that shape how audiences perceive those groups. One significant and often problematic representation is that of Asian women. Media frequently portrays Asian women in a limited range of roles that reinforce stereotypes, such as the "submissive" or "exotic" woman, which can deeply influence public perceptions and reinforce societal biases. These representations are constructed through specific media techniques, including selective framing, visual imagery, and narrative choices, making them persuasive in shaping cultural attitudes. This essay will explore how representations of Asian women in media are constructed to be persuasive, using the film Memoirs of a Geisha as a primary reference.

Relevance to the Question
Memoirs of a Geisha, released in 2005 and directed by Rob Marshall, is a film that illustrates how the representation of Asian women can be shaped to convey particular values and stereotypes. The film, set in Japan, follows the life of a young girl sold to a geisha house, where she is trained in the traditional arts and eventually becomes a celebrated geisha. While the film received acclaim for its visual beauty and performances, it also faced criticism for its portrayal of Asian women, particularly in how it perpetuates the stereotype of the exotic, subservient Asian woman who is defined by her ability to please men. This film serves as an important case study for understanding how media constructs and reinforces certain representations and the associated values that come with them.

Critical Interpretations and Audience Reactions
The reactions to Memoirs of a Geisha were mixed, reflecting the diverse ways audiences interpret representations of Asian women. Many Western audiences praised the film for its storytelling and aesthetic appeal, often viewing it as a romanticized depiction of an exotic culture. However, critics and Asian audiences were more divided. Some pointed out that the film, while visually stunning, reinforced outdated and harmful stereotypes of Asian women as passive, mysterious, and solely focused on male approval. Additionally, the casting of non-Japanese actors in key roles, such as Chinese actresses Ziyi Zhang and Gong Li, further fueled the debate about the film’s authenticity and its impact on the representation of Asian women. These differing reactions highlight how representations in media can be interpreted in various ways, depending on cultural background and awareness of the stereotypes being portrayed.

Diverse Audience Interpretations
The varied interpretations of Memoirs of a Geisha reveal much about how different audiences perceive and respond to media representations. Western audiences, who may be less familiar with the cultural context, might see the film as a beautiful, albeit fictionalized, portrayal of Japanese traditions. However, for many Asian viewers, the film’s depiction of geishas and, by extension, Asian women in general, can feel reductive and stereotypical. The film’s focus on the subservient aspects of the geisha role, coupled with the exoticization of their appearance and behavior, can perpetuate harmful stereotypes that affect how Asian women are viewed and treated in real life. These differing interpretations underscore the importance of cultural sensitivity and accuracy in media representations, as well as the powerful role media plays in shaping societal values.

Defining Representations of Asian Women
Representations of Asian women in media are often constructed through a narrow lens that emphasizes certain characteristics while ignoring others. In Memoirs of a Geisha, the depiction of the geisha as an emblem of Asian femininity is central to the film’s narrative. The geisha is portrayed as delicate, graceful, and entirely devoted to the art of pleasing men. This representation aligns with the broader stereotype of Asian women as submissive and self-sacrificing, traits that are often idealized in Western portrayals but can be damaging in their lack of nuance and depth. By defining Asian women primarily through these characteristics, media reinforces a limited and often inaccurate view of their identities, which can influence how audiences perceive and interact with Asian women in real life.

Examination of Media Techniques in Constructing Stereotypes
The construction of these representations is achieved through various media techniques, such as framing, narrative focus, and visual imagery. In Memoirs of a Geisha, the framing of scenes often emphasizes the geisha’s beauty and grace, with lingering shots on their elaborate costumes and delicate movements. This visual focus reinforces the idea that their value lies in their appearance and ability to conform to traditional, male-centered ideals of beauty. The narrative, meanwhile, centers on the geisha’s journey from a poor girl to a celebrated figure, but this journey is marked by her ability to navigate a world where her worth is defined by her relationships with powerful men. These techniques work together to create a persuasive representation that suggests these traits are inherent to Asian women, which can perpetuate stereotypes and influence audience perceptions.

The Impact of Visual Imagery and Symbolism
Visual imagery plays a crucial role in reinforcing the representation of Asian women as exotic and submissive. In Memoirs of a Geisha, the use of traditional Japanese settings, costumes, and makeup serves to exoticize the characters and, by extension, Asian women in general. The film’s aesthetic choices emphasize the "otherness" of the geisha, making them appear mysterious and alluring to Western audiences. This exoticization is persuasive because it taps into long-standing Western fantasies about the "Orient," where Asian women are often depicted as both desirable and unknowable. However, this representation reduces Asian women to mere symbols of cultural difference, stripping them of individual agency and complexity.

Examination of Narrative Choices and Their Implications
The narrative choices in Memoirs of a Geisha also contribute to the construction of a persuasive but problematic representation of Asian women. The story focuses heavily on the geisha’s training and her eventual success in a male-dominated society, but it does so in a way that reinforces the idea that her value is tied to her ability to please men. The narrative rarely explores the geisha’s inner thoughts or desires beyond her role as an entertainer, which reinforces the stereotype of Asian women as passive and defined by their relationships with men. By focusing on these aspects, the film constructs a representation that suggests Asian women’s primary purpose is to serve and satisfy, which can be damaging to real-world perceptions and interactions.

Analysis of the Persuasive Power of Stereotypes
The use of stereotypes in media representations can be highly persuasive because they simplify complex identities into easily recognizable traits. In the case of Memoirs of a Geisha, the stereotype of the submissive, exotic Asian woman is used to create a narrative that is both compelling and familiar to Western audiences. This familiarity makes the representation more persuasive because it aligns with existing cultural narratives about Asian women, making it easier for audiences to accept the portrayal without question. However, the persuasive power of these stereotypes also means that they can have a lasting impact on how Asian women are perceived, both in the media and in real life. This can lead to a reinforcement of harmful biases and a failure to recognize the diversity and individuality of Asian women.

Examination of the Values Reinforced by the Representation
The representation of Asian women in Memoirs of a Geisha reinforces certain values that are often associated with traditional gender roles and cultural stereotypes. The film emphasizes values such as obedience, subservience, and dedication to pleasing others, particularly men. These values are presented as desirable and even aspirational, which can influence how audiences perceive the role of Asian women in society. By promoting these values, the film perpetuates the idea that Asian women should conform to these stereotypes, which can limit their opportunities and reinforce existing power dynamics. This persuasive construction of values is problematic because it upholds outdated and restrictive notions of gender and ethnicity.

Impact on Audience Perceptions and Real-World Implications
The persuasive representation of Asian women in media, as seen in Memoirs of a Geisha, has significant implications for how audiences perceive and interact with Asian women in real life. When media consistently portrays Asian women in a narrow and stereotypical way, it can shape public perceptions and reinforce biases that affect real-world interactions. For example, the stereotype of Asian women as submissive and eager to please can lead to expectations that they should conform to these roles in personal and professional relationships. This can result in discrimination, fetishization, and a lack of recognition for the individuality and agency of Asian women. The power of media to shape perceptions underscores the importance of creating more diverse and accurate representations.

Conclusion
In conclusion, the representation of Asian women in media, as illustrated by Memoirs of a Geisha, is constructed through selective framing, visual imagery, narrative focus, and the reinforcement of stereotypes. These representations are persuasive because they align with existing cultural narratives and values, making them familiar and easily accepted by audiences. However, the use of these techniques to create narrow and often inaccurate portrayals of Asian women can have damaging effects, both in terms of how they are perceived in society and how they are treated in real life. The persuasive power of media representations highlights the need for more nuanced and diverse portrayals that reflect the complexity and individuality of Asian women, rather than reducing them to simplistic stereotypes.