Task 4: Popular Culture

Task 4:Popular culture texts activity
Toy story

We discussed the film and noted the gender issues. We looked at the PNS and pinpointed the relevent objectives for year 4. We devised a set of questions for the children to look at during the first 10 minutes of the film 'Toy Story'. We thought that they could work in small groups to answer the questions and then complete the task. We felt that the task would enable them to fully engage with the text, give a purpose to their character choices and a specific viewpoint whilst considering visual aspects of the character with reference to how they can portray particular characteristics, having looked at stereotypes from the film. These are the questions and the task:
Who do you think 'Toy Story' is made for? Is it aimed more at boys or girls or both?
Why do you think this?
What evidence from the film text do you have?
Are there any female characters?
How are they represented? What are their characteristics? How does the writer make you feel about the character?
Could Buzz have been a female character?
List the characteristics a female Buzz would have.
How could the writer portray visually and orally these personality characteristics?

 Design a new character for ‘Toy Story’
Think about the personality characteristics you want it to have, including how it will speak and the sorts of language and vocabulary it will have.
Think about how you are going to show these in a visual way.
Produce a labelled picture of your character.

Learning objectives from Primary Framework for Literacy; Strand 8.Engaging with and responding to texts.
 Evaluate writer’s purpose and viewpoints and the overall effect of the text on the reader.
Progression in narrative; Offer reasons and evidence for views.
Compare the different contributors of music, words and images in short extracts from TV programmes.

Consumer Culture Expedition Part 2

The first thing we notice about GAME is that the windows are covered so that the inside of the store cannot be seen from the outside. In the window there are large signs showing pictures of men and boys, which look as though they may be cheering at a football match. On the signs there is text saying “PLAY MORE from £19.99” and “THE UK’S NUMBER ONE CHART!!!”

As we enter the store we notice that the top titles and new releases are on a stand visible from the entrance and that the shop is completely covered from wall to wall in games divided into sections for the different types of games i.e. Playstation 2, X-Box and PC. It is 11am on a Sunday morning and there are two young boys of around twelve, another boy of about 10, a man of about 35 and a couple with a little boy in a pushchair all looking at games. It is very noticeable that this type of gaming shop is aimed predominantly at males as the majority of games seem to be very war, racing and football orientated.


By the till area, on the floor, there are interactive toys such as Nintendogs dogs and Simpsons items which are obviously aimed at the younger children and at their eye level. We are quite surprised actually that when we scan the shop to look at the position of games for certain ages that the age 3+ games are not organised on the lowest level and that there are quite a lot of age 16+ games are on the lower shelves at eye level for children approx aged 8+ (methinks this is why 11 year old son is always keen to have the games for the older children) . On the end of each rack there are coming releases to pre-order at a low level so visible to the younger ages (again despite the age restrictions). There are a few games on lower eye level for the younger children i.e. Fimbles and educational games but this is a very small section which we notice seems to be amongst the pink, feminine type games and is probably only about 5% of the stock. There is also an X-box 360 for children to play on which is a good idea to promote this product.

In a shop of this type there is a lot of text for children to read. The advertising is minimal due to the set out of the store. The wall to wall games layout makes this shop have a 'Santa's Grotto' effect. The bright colourful cartoon covers of the games attract their attention initially and a lot of the games are spin offs from children's favourite films/TV programmes i.e. Spongebob Squarepants & Harry Potter. The children would also need to read the blurb on the back of the game to see what the game involved.

Task 3: CONSUMER CULTURE EXPEDITION

We visited Mc Donalds for a riveting half an hour! Before we had even reached the door my 4 year old recognised the 'M' logo from the car park. As we entered we were bombarded by Scooby Doo displays, advertising the latest 'Happy Meal'. My daughter recognised the words Scooby Doo, as it was in the same script as on the cartoon. She immediately recognised the characters and was desperate for the free toy.

When we reached the counter, the display facing her was the 'healthy' face of McDonalds. This surprised me as it was right at childrens eye level, obviously they want to be seen to be promoting healthy eating. There was carrot sticks, milk, fruit bags and water (she picked none of those!!) She wasn't able to see the menu as it was situated far too high for most children to read. As we patiently queued she was transfixed by a display of this months free toys, being held by Ronald McDonald. I asked her if she knew who the clown was, but she didn't.

Once we had got her happy meal and sat at a table I was surprised how little advertising and posters were on the walls. The only one was for freshly, ground coffee, obviously an advert directed at the parents. Perhaps they think the children at this point should not be distracted from eating quickly!

We visited at 5pm and were surprised that when we counted the children there, there was double the amount of boys to girls. I would guess that the average age was about 8, and more children were with their Dads and Grandparents than Mums.
It was very brightly lit, bustling and noisy. The turnover of people eating was very quick and whilst we were there most people ate and left within 10-15 minutes.

There was very little text for children to read but the strength of the McDonalds logo speaks for itself. I think that McDonalds grabs the attention of children purely through the 'Happy Meal' toy, using popular characters that appeal to both genders it is a clever marketing tool. When I asked my daughter what she liked about her meal, it was the toy that came out tops, the chips were too salty!!