David Buckingham

 

David Buckingham Born 28 January 1930

Discovering the depth of Identity: David Buckingham explores the development of how individuals understand the concept of identity. As a child identity is seen as a simple concept where by a child will simply differentiate between male and female genders

According to David Buckingham, as we grow older our understanding of identity becomes very complex no longer a simple method of just establishing gender.

He notes there has hardly been any empirical research on the ways in which real audiences might understand genre or use this understanding in making sense on specific texts.

He believes that 'Media text reply on audience knowledge of generic codes and conventions in order to create meaning'

Buckingham argues..."Genre is not simply given by the culture, rather it is in a constant process of negotiation and change"

 

In this video we see a protrayal of a sterotypical view of females. We see the in the music video of how the protagonist is domesticated from looking after her child, the house as well as having a the craving for her husbands attention. From the lyrics used in the music video we are seeing woman to only cater for their husbnd and child and not do anything else.

 

 

On the other hand in this music video the female is been protrayed in a different way even with the name of the song it shows that woman are idenpendant. This video allows woman to have more to their life then just catering towards the family, showing how they can have a career.