lego movie: Representation

Explain at least two uses and gratifications of film posters, using Blumer and Katz's theory. Refer to The Lego movie poster campaign to support your answer (10)


Active audiences consume media for specific gratifications. For entertainment, the narrative shown in the main poster looks exciting which offers escapism into the world of the action film. The characters look manic which add to the action genre of the film which is entertaining for the active audience. Themes of action bring together young and older audiences in a shared interest for lego which offers personal interaction and social interaction as they share the same interests in lego. Personal identity can also come into play because the audience can identify themselves with the characters on the posters, for example women can relate to the character Wyldstyle because she is strong and independent which is shown through her facial expression.
The film posters are good basis for conversation and social interaction because they get people talking about all the different types of characters and how they think they will be portrayed through out the movie aswell as the very famous actors who play them. The main poster includes loads of different characters such as batman and even the first ever lego figure 'benny', this will definitely spark lots of conversation between movie go-ers because of the intertextuality and even adults as well because their first lego figure they played with is included in the movie.


Key themes of stereotyping and gender are shown through Emmet and Wyldstyle.

-Emmet is the main male protagonist and both the film and video game revolve around his transition from a normal, everyday guy to the hero that saves the world.
"The story of a nobody, who saved everybody" TAGLINE


How does this portray the male gender?

It supports the stereotype of men being the dominant gender, as the products focus on a man as the male character and he becomes the hero.


There are however themes that subvert (challenge) the stereotypical representation of men in the media.

Look at the main poster. Emmet is in the centre, but his facial expression shows him running away, terrified.

 In the TV trailer Emmet says "i want to go home"

How does this help to challenge the stereotypical representation of gender?

It challenges the dominant stereotype that men are powerful and strong. Although Emmet is entered in the main poster, his facial expression is scared and h is running away from danger rather than facing it head on. 



What re the element that support stereotypical representations of females?
What are the elements that subvert (challenge) stereotypical representations of females?

Does not adhere to the beauty ideals. For example, she wears dark clothing, has unnatural hair colours, and has freckles, but she is still depicted as beautiful. This is important because women who challenge beauty ideals are often depicted as undesirable in the media. behind Emmet in the main poster.

How does Wyldstyle bring in a wider audience?

Wyldstyle links to a post-feminist context of the entire franchise. She is represented as a strong, independent character who is equal to men and at times superior. This is supported in the main poster and character poster because…

Vitruvius 

•Vitruvius is named after a Roman philosopher named Vitruvius, who best known for writing a 10-volume series of books about architecture—which is rather appropriate for a movie about LEGO!

•His character is a noble wizard, with dark skin and a much older man

•He is represented as wise and a skilled fighter. This is important because oftentimes in the media people with disabilities are depicted as powerless, evil, less attractive or as overcoming a disability.

How does Vitruvius challenge the media stereotype of ethnic minorities?

Vitruvius challenges the media stereotype of ethnic minorities because he is black