Society's Values

Interrelationship of texts, audiences and media organisations in society = discourse

A discourse is also an ongoing discussion about an idea or social issue

Social values are the values, beliefs and attitudes held in a society.

All media texts are constructed. As a result, they often reflect social values – the views, attitudes and beliefs – of the period in which they are produced.

Dominant values are those held by the majority of people in a society

Emerging values are beliefs or attitudes held by a growing number of people in a society.

Oppositional values are beliefs which are in direct opposition to those held by the majority of people in a society

Production Context = Who made the text? When was it created? What country was it made in? Any previous texts influence it?

Social values are complex. They cannot be reduced to single words

Social Values should start with the word "That" and often have the word "should" in them

A Social Value that was dominant when our texts were released was...

"That people should be treated equally, regardless of their skin colour".

Invictus reflects the dominant social value in the late 2000's in South Africa that there should be greater race equality; that black and white people should be treated equally.

District 9 reflects the values of South Africa in 2009 supporting the dominant social value that Apartheid was a bad thing.

District 9 and Invictus were both made in 2009 (15 years after Apartheid had ended)

A discourse relevant to our texts is "equal rights"

Another discourse relevant to both texts is "racism"

Use terminology relevant to the area of study such as ‘social value’, ‘represented’, ‘constructed’

Make reference to appropriate codes and conventions in the description of these representations. (Mainly production elements...)

The mise-en-scene in several scenes from District 9 represents the terrible conditions the refugees were living in. It reflects the social value that people should not be treated so poorly ever again.

The acting in Invictus contributes to the representation of hope regarding the new South Africa. The tone of voice, body language and calmness of the portrayal of Nelson Mandela (Morgan Freeman) all reflect the appeal of a new president, and help reflect the social value that peace can prevail regardless of race.

The best responses are detailed, specific and use correct terminology

Know this stuff with examples

• Define Discourse
• Define Social Value
• Dominant, Emerging Oppositional Values
• Specific info about films esp. Production Context & Historical Significance
• Specific scenes from each film that reflect values using codes/conventions (esp production elements)