Graded 68% as a Dissertation submission, 5/5/17.
The focus of this dissertation is three case studies of pop culture, fashion and film icon and former child star Chloe Grace Moretz in cross media. Using the application of sociological, feminist, film and media theories her presentation and roles are analysed according to Freudian theory and Laura Mulvey’s seminal feminist film theories presented in Narrative and Visual Pleasure (1975). The application of these theories provides a basis to understand and critique presentations of sexualised women on screen. These theories stem from psychoanalytic theory and extend to dominant power structures, constructs of looking and fetishism of women, active and passive dichotomies and anxieties present across media and narrative cinema.
Contextual research in the history of sexualisation in advertising, societal norms of beauty, power and media production and the power advertising has over these topics is researched and applied. This context allows the reader to better understand the way advertising is understood theoretically, as well as the changes past and present that are remarked upon by Marc Lombardo and Gigi Durham as they regard sexualisation of young people and its effects. Lindsey Herriot and Lana Hiseler contextualise the cultural perceptions and treatment of childhood with their theory of ‘childism’ and its roots in impotence anxiety, similar to Durham and Lombardo’s conclusions of created media to soothe unconscious fears.
Adverts banned by the Advertising Standards Agency are studied in this text. Herein we find that lawfully and socially adult women with young appearances is a basis for the ban of the imagery in culture, asking the question: what makes Moretz different? Notable to this dissertation is the unanswerable questions it presents regarding nudity, femininity, power and sexuality, as images cannot be regarded as exploitative so simply. Instead the key to this dissertation is how and why images of young women exist as they do and the effects of these images in culture.