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wateraid - Coggle Diagram
wateraid
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analysis
mise-en-scene
clothing on children looks new, perhaps donated - westernised with traditional echoes of colonialism
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sound
sound bridge over mid shot of women carrying buckets over their heads - "make me feel like i belong" - audience can help if they donate
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editing
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match cut is used with african scenes using the same colour palette, allowing the audience to build a view of africa and get an idea of its reality - builds a connection in meaning between scenes
context
wateraid = international ngo established in 1981, now operating in 34 countries worldwide
focus = providing water, sanitation & hygiene
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theorists
gilroy = representations are still centered in colonial attitudes
- cements an identity of africa that's familiar to white western european audiences
- civilisation in this advert constructs racial hierarchies and sets up binary oppositions based on otherness
- evidence in advert = tribal print clothing, caring for land, carrying buckets on heads
todorov
- equilibrium = reinforces africa as a place of need
- disequilibrium = water is turned on (a moment of hope, joyous faces of children)
- new equilibrium = africa has been saved
- cyclical structure represents life for those in africa - although audience donates, more is still to be done
- final shot paired with 'text...' visuals - shows this ideological significance of much more to be done
gerbner
- ideology cultivated of africa as a place of need - links to great ethiopia famine of 1984 & bandaid's charity single/concert
- these reps have been repeated over time to generate a feeling that they need saving, generating donations
- evidence in wateraid = close-ups of tools, initial establishing shot of africa in contrast to uk opening shot, extreme close-ups of claudia's feet
- however, it could be argued that its trying to cultivate a different, more progressive narrative
- evidence in advert = close-ups of children's positive facial expressions, brightly-coloured outfits & buckets, children having fun on swing
audience
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30-50 year olds
- song brings nostalgia
- recognise maternal/paternal role
- creates sympathy
abc1 reformers
- social change is valued
- have disposable income