How is gender represented in the clip?
An establishing shot shows a shop with three characters; two customers and a shop assistant. The camera angle used during the conversation between the customer and the shop assistant is predominantly a high angle shot which gives the impression that the man is looking down on the woman. This creates a semantic code (Barthes 1964) that connotes that this first woman is not of the same social standing as the shop assistant or the other customer. Gender is represented via a motivated cut which is used to show the shocked facial expression of the woman when she hears the price. This is in binary opposition to the second customer introduced in a few seconds time. This shows the lack of power one woman has whilst another has a considerable amount. This represents gender in an unfair fashion.
Gender is represented again in this same sequence but this time through a woman of greater social standing. The high class woman is portrayed in a way that would suggest she has a better taste in fashion than the other character; again representing gender in a unfair way between two sexes. A conversation between the sales assistant and this woman shows she has what could be deemed extensive knowledge of fashion which supports the stereotype that woman know alot about clothes. The male gaze is used during this scene when the woman is wearing her dress. The stance she takes suggests power through her sexuality and her dress shows "skin." Dialogue is used to show her pleasure at the dress by repeated use of the word "yes." a Another semantic code which connotes an altogether different activity.
However within this sequence it is not just the female sex that is represented. Gender is represented through the male sex through the sales assistant. He fits the stereotype of a man that knows fashion as his character is portrayed as being camp and someone that knows not just fashion but also how to communicate easily with the opposite sex. The male gender can be seen to be represented in a derrogatory fashion therefore because the clip seems to play on the stereotype of camp males knowing about fashion and being friendly with women.
From here there is a cut which takes the scene to what seems to be a bar. A sound bridge continues the previous music from the shop to the bar which shows that all are interlinked. An establishing shot using a midshot introduces two characters. One is dressed in a suit and seems to be "dapper." The way the midshot is angled ensures that this man is shown fully and the idea of a gentlemen is presented. This represents the male sex in a positive way; however it is a way that is not whole heartedly truthful as many men when they become older do not dress in such a sharp way. A conversation that is conducted between the two men creates the idea that the "dapper" gentleman is a busissness owner. This presents the male sex in a way that shows them to be successful and powerful. In this scene, the characters power is presented through his intellingence and dress; not neccessarly through levels of strength which is stereotypically used to present the male gender. This does not therefore present gender in a negative fashion; it just shows one view that can be taken about male power.
A cut returns the clip to the shop shown at the beginning of the clip and the two characters; the sales assistant and the high class woman are both present. Again a midshot establishes the scene. Here gender is presented ina negative manner as the woman suddenly realises she has lost her wedding ring. Her panic induces an increase in cutting rhythm and pace. This panic gives the clip chance to portray a commonly thought stereotype about woman. This stereotype is that they "flap" over situations. As the woman begins her panic a motivated cut shows the sales assistants face and his facial expressions. This expression is one of worry and this allows a second stereotype to be played on, the stereotype that men do not know how to handle "flapping" women. This is shown through the sales assistants inability at first to calm the customer down. However, this clip allows a third stereotype of gender to be represented. This is that men find it easy to control situations. This is shown through the sales assistants ability to calm th panicing customer down. This stereotype is reinforced in the clip through the abrupt end to the non diegetic sound track that has been running, and used as a sound bridge in and between clips. This abrupt end to the sound track firmly shows the male dominance and his ability to control the situation. This presents a sexist view of male dominance within the clip. Corresponding with this is the idea that the woman drastically needs the male help. This negative representation of gender is shown through the semantic code of the woman on her knees. This connotes her begging the male shop assistant for help.
However this clip shows a fourth stereotype about gender. A stereotype that strong women can easily control a situation just men can. This representation of gender is evidenced by the woman suddenly taking control of the situation and dispensing orders to the male shop assistant. This stereotype continues later in the clip when the male shop assistant is shown crawling around on the floor doing her bidding. This scene represents many stereotypes of gender in both a positive and a negative fashion.
A cut is used to move the clip to another scene wherein the male gender is represented in a positive fashion. This clip shows the male gender in binary opposition to that of the "gentlemen" on the previous clip. The establishing shot of the clip is one that includes a below angle midshot. The below angle has been used to show male superiority and dominance. In this clip the man is shown doing a manly task and the below angle shot helps to emphasise this. Mise en scene would suggest that he is a dominant male as he wears a open necked flannel shirt which suggests he likes to show his superiority. This short scene presents the male gender in a way that suggests men are powerful, dominant and do manly activities.
A longshot is used in the next clip to emphasise the binary opposites between male power via intelligence and male power via strength. The longshot shows the two gentlemen still engaging in conversation. However this longshot helps show the grandeur of the setting. This presents these two men as being powerful in an additional way to that of their intelligence. It shows they are powerful through wealth. This represents the male gender favourably suggesting that men are wealthy.
A cut returns the clip to the shop. A high angle shot is used to show the sales assistant crawling on the floor, still doing the powerful, hih class womens bidding in a subordinate manner. This represents the male gender negatively as it is shown that men can easily be made to do the bidding of females. A new character is introduced and he stands directly above the sales assistant, suggesting power. His dialogue represents the male gender in the stereotypical "lad" way, suggesting he thinks he is a "true lad". The new character finds the ring which helps initiate a stereotype. The stereotype that men fight and often come into conflict with one another. Shot reverse shots show this conflict between th two male characters and a motivated cut shows the sale assistants shock at being challenged. This breaks the stereotype that men like to fight however and bolsters the idea that he is camp as his body language suggests he doesn't want to fight. This plays on the stereotype that camp people do not like to fight. This represents gender in a derogatory fashion.
Gender throughout the clip is represented in a fluctuating fashion that neither presents male gender in a positve view or the female gender in a negative view and vice versa. Instead of presenting characters in a fashion that is either discriminatory or negative the clip seems to prefer to play of a number of stereotypes, presenting gender in a manner that many know is stereotypical and rarely true. These stereotypes can help create a more dramatic representation of gender.
