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To what extent do the films in question engage with societal issues prevalent during the
context of their production and distribution? Analysis must be given to the films’ content,
as well as to relevant promotional materials used in selling them to contemporaneous
audiences.

Throughout this essay I will be analysing two films, Jaws (1975) and Terminator (1984) in
order to examine two key societal issues surrounding the time of 1970-1980s. I will first be
discussing the background of high concept and the impact it has had on American cinema.
Looking into gender, focusing on the potentially contrasting ideologies which are prevalent
throughout both films, exploring the ways in which male and female characters are
portrayed in terms of masculinity and femininity.

Secondly, I will examine how sexism plays a role in regards to political issues at the time of
production through the characters. This will allow me to gain an in depth knowledge
regarding the production and distribution of both films, discussing the effect in which the
promotional aspects of my chosen films have had on the overall reception and how the
audience have perceived the texts. I will follow this by looking into theorists who argue
various findings which will correlate with my discoveries through analysis of each film, such
as Wyatt who looks into high concept as a whole and Nichole Bogarash who suggests
statements regarding female roles, linking in with my second societal issue to support my
essay.

High Concept holds a lose term of being an easily recognisable piece of text. Films are
produced with the idea in mind that it will become a huge hit, to become a successful high
concept film the director would need to create a story line which has a mass audience
appeal; as the key to developing a high concept film is that to be popular amongst varying
demographics. Sellable marketability topics, typically focusing on list of various themes such
as war, fear, life and death followed by honour, offer for an easily consumed mass viewing
experience for film goers as they are recognisable concept; in comparison to Old Hollywood
movies which were perhaps more focused on the creativity and originality as a whole. The
contrast between low and high concept is that of development, low concept movies
typically follow more closely with the development of characters adapting an indie vibe,
where as suggested by Jonathan Wyatt, high concept was defined as “the central
development” of post- classical Hollywood (Wyatt, 1994: 8)

As films were produced, the need to be highly marketable was inevitably apparent as they
were “designed to be sold” (Wyatt, 1994: 14). The film industry became driven by the
blockbuster craze, obtaining actors and actresses who were big at the time and offering
soundtracks was key to allow for popularity. By offering a similar, easily digested narrative
throughout movies it offered reassurance that creativity of a unique storyline would not
necessarily be taken into account in comparison to low concept movies.

With the release of Jaws (1975) by Steven Spielberg, it was the original movie which sparked
the cycle of the production of high concept films for mass audiences. Spielberg’s production
was the first to define high concept as it held the title of prototype for this type of
Hollywood picture, although this was typically the time when weaker pictures were
released, the reception allowed for the new cycle to form which was known as the
Blockbuster era starting in 1970s to late 1980s. Holding both cultural and industrial impacts
on today’s blockbuster releases has allowed for a well-established system to operate, there
is the need for an easy pitch to be accepted with simplicity and offer a brief understanding
of what the overall story line entails. By having the foundation of a high concept film set, it
could be suggested that the audience is already there for them to cater to. Using stars in the
film who already held a popular ranking such as Richard Dreyfuss, Roy Scheider and Robert
Shaw, who had all recently surrounding the release of Jaws starred in big box office movies,
leads to a hype around it before it has even been released.

Spielberg based his career around high concept films, he was the first to start the era of
Blockbusters so he defined a lot of the aspects which separates high from low concept
within the production of Jaws. The ability of pitching the ‘reduced’ narrative of Jaws allowed
for “very straightforward, easily communicated and easily comprehended” (Wyatt, 1994.)
content to be produce, the storyline is that of a simple ideology. Peter Benchley’s
Novel, Jaws (1975) gave for a base ground to Spielberg’s movie, as the already existing
narrative was adapted by including minor subplots from the book throughout his movie,
with a more targeted focus on the three protagonists. This is a factor within the production
and distribution of the movie was a key marketing tool, as it was determined as pre sold
property having already had access by the public.

Looking at a high concept film which was released further into the Blockbuster era will show
that few changes were made in how to create this type of movie, Terminator (1984) by
James Cameron showed the well-known one-line pitch, instant iconography and consumer
appeal. The idea to appeal comes in the form of compelling ideas which are stated in as few
words as possible and can be easily understood by anyone. Following the idea to use star
power to boost popularity, starring Arnold Schwarzenegger after he acted in various
successful box office hits in the years surrounding the release of Terminator, allowed again
for the already existing contemporaneous audience waiting for the release date.

Successful production and distribution of either films are both key factors in creating a high
concept movie, this means holding the discussion of promotional marketing material in
terms of societal concerns during the time. Jaws (1975) was the first film to use wide release
distribution, thus embodying the commonly known high concept traits, unchallenging story
line which created identity, star power and arresting imagery which were effortlessly
marketed through different media.

Looking at the two postersof both films. The promotional poster for Spielberg’s Jaws, it
offers a very simplistic image which allows you to read the story with ease, the shark is
underwater where it is at its strongest form, swimming underneath a vulnerable naked
women who is out at open water, which complies with stereotypical womanly traits at the
time linking in with sexism which suggests woman are just that of a sexual object regardless
of the story line. Style is a highly important instrument within the construction of high
concept films, “the use of techniques within the film that become characteristic of the film”
(Wyatt, 1994: 23) stating that by using simple to follow imagery, people will be able to
recognise traits throughout the production and distribution of the movie. The use of the
stars names in a contrasting colour to the background is a clever way of drawing attention
to another feature of a high concept movie, star power.

Promotional poster for Terminator (1985) which shows a dark mise-en-scene allowing for
the viewer to already hold an idea of the genre of the film and what easily marketable
theme they are portraying; danger, fear and dominance. The audience will be able to
determine the storyline, a robot strapped with technology gives an easy to read idea,
wearing leather which connotes that he is tough and dangerous so this will typically be an
action film. It offers a lot more text than Jaws does, potentially plays in with the theme of
coding he receives through his computer glasses, the name of actor is in large writing opting
again for that star appeal. As stated by Wyatt, “If the advertising campaigns for the high
concept films might be described as graphically bold and stylish, these qualities reflect the
content of actual films” (Wyatt 1994: 25) this suggests that the striking image is to
compliment to intense storyline.

Other marketing of paratexts is key within the release of high concept as you want to hit as
many platforms as possible, as this will help to shape expectations about the film before it
has even been viewed. A gift from the television generation of Steven Spielberg to American
audiences was born, Hollywood essentially learned to use television which was used a
boost for advertising high concept films, film marketing had access to television which
meant that easy to read plots were key for the short TV ad slot available.

Analysis of both films lead to the discovery of a couple of societal issues which were
prevalent throughout both, looking to see if there are any similarities or difference between
Jaws (1975) and Terminator (1984) in regards to specific topics which may have had an
impact on the production and distribution of the movies, and whether or not they played a
role in the interpretation from the contemporaneous audience. Focusing on gender roles,
exploring male and female character’s role in terms of the context, and how they are
represented during the Blockbuster era. Also examining the view of sexism, how the
directors acted with this issue will be discussed in motion with prevailing issues in society
surrounding the time of the release dates.

Looking into the plots of both films, as they are a undemanding narrative to follow it allows
for an easy read of what is to be expected throughout the films. Jaws is the story of a killer
shark unleashing chaos on a beach resort, leaving it up to three male protagonists to resolve
the situation of stopping the shark from further killings and essentially save the day. Second
film, Terminator revolves around a cyborg assassin who time travels to destroy Sarah
Connor to prevent a nuclear holocaust, when he is challenged by another male protagonist
who follows in an attempt to save the female character. Stereotypical roles of male holding
power and women being the weaker, helpless individual. Both films emphasise the good vs
evil dynamic which is frequent in Blockbusters and also in terms of the discussion of gender
and sexism.

Firstly, there are gender constructions and deconstructions of stereotypical male and
female behaviours is a factor to consider as both films portray gender roles in different
tones, and the stereotypical mannerisms of masculinity and femininity can be viewed as
holding contrasting ideologies in some scenes. As suggested by Gauntlett, gender has been
viewed in various ways over the years, within in mass media it used to be very stereotyped
during this era, for example women would be viewed more in terms with beauty and family
related issues, whereas men we seen to hold authoritative roles, Gauntlett (2002 : 42-56).

However, after focusing on Jaws (1975) the view of gender within the movie shows both
stereotypical ideologies and those of nontypical male behaviours. The three main
protagonists were shown as tough and powerful, rescuing the small town of Amity from the
great white, although conforming to the stereotypical idea that the strongest will win, the
alpha male, Quint, who was an ex-navy member dies and Brody, who is seen as less
dominant, scared of water is the one who comes out victorious showing us the different
types of masculine roles. Typical dominant roles are not always the one will be successful,
showing people at the time that this was a thing of the past as there we numerous nods to
male fragility throughout Jaws in specific scenes, such as the vision of men floating in water,
this allowed for the audience to see the more vulnerable side to male figures in Hollywood
Cinema.

Bogarosh (2013: 5) argues, films are “ideological messengers” conveying the values and
conceptions of our societies, which suggests that people tend to stick to what they are used
to being shown, common ideologies form the way in which society think they should act and
conform to as they are shown through Hollywood cinema. However, this can also be
counteracted by Yvonne Tasker who states in action genre femininity has traditionally been
associated with weakness and vulnerability, and as sexual oppression, and whilst women
have usually played the feminine roles, a male character could also assume the role of a
“threatened object” (Tasker 1993: 17) arguing that the men are threatened by the shark,
this is stereotypically how women are viewed, however the roles have been reversed and
are showing that male figures can also adapt the mannerisms of a female role in a movie.

Looking at Terminator in terms of gender representation sparked attention to the

similarities in Jaws, there is the strong presence of a dominant male as he is the protagonist
chasing a woman. It is stated by Bogarosh (2013 : 51-52) that this genre of film typically
objectifies women showing their stereotypical state within an action film, this also shows
men that this behaviour is acceptable as being an expected characteristic of masculinity, this
is apparent in the scene where Arnold Schwarzenegger’s character is stalking Sarah Connor.
This is a stereotypical trait for men as they assume they hold power over women, however
with change in times this shouldn’t have been occurring.

However, this begins to slightly change from a cliché of a damsel in distress, to scenes
where it urges women to realise their own strength, showing Sarah Connor centring around
needing to be saved, to saving herself. A shift in identities becomes apparent throughout
gender roles and images of identity and power, as become manipulated by showcasing
different avenues which are stereotypically expected. The female character becomes
dominant during the final scene where she obliterates the cyborg, suggesting “She is both
subject and object, looker and looked at, ass-kicker and sex object” (Brown 2004: 52). As
(name) now switches gender role, it could be suggested that this holds similar themes of the
characters in Jaws, male vulnerability.
During this era was the women’s liberation movement, which saw the political alignment of
women intellectualism during 1980s, which proposed for women to progress from being
second-class citizens in their societies, successfully seeing a change within how women were
perceived in their cultures, transforming mainstream society’s ideology of women. A
theorist argued that Sarah Connor stepped up into the masculine role, role “as bearer of the
gaze and initiator of the action” where her humaneness, kindness, and motherliness traits
were stripped away Kaplan (2000 [1983]: 120), this was backed up by Koch who claimed
that this was political progress for women as they could now find pleasure is seeing a
dominant female figure in American Cinema, showing a positive image of autonomous
femininity (Koch (1980, as cited by Smelik 1999).

Discussions arise when focusing on the scene of the police chief’s wife in bed, this holds a
forefront for the prevalent sexism issues which are apparent during this movie, by
portraying women as just a display for men exposing feminine body parts draws attention to
the matter that her gender is the most prominent aspect of her being. By allowing yourself
to feel capable and active is a characteristic all humans should obtain, however throughout
the scene’s including women it shows they are denied of this thus dehumanizing females.
The dominance of masculinity throughout the film is shown as being the key to maintaining
the safety of the town, whilst woman were cowering away, as stated by Erens, instead of
showing “women as women” they were presented only as what they represent for men
(Erens 1990: Johnston 1999 [1976]: 249, Cowie 2000: 49) suggesting that they would not
have survived on their own.

Women played a limited role in Spielberg’s film offering themselves as an object to look at
and offer support , “screen images of women are sexualized no matter what the women are
doing literally, or what kind of plot may be involved” Kaplan (2000 [1983]: 120). Sexism
focuses on issues showing that women are very weak people and constantly need a man to
do things for them, this doesn’t conform to changing times like we know they were.

The level of sexism which can be analysed from Terminator is only apparent during half of
the movie, this is due to the embracement of a forceful female role which offers a different
discussion in comparison to Jaws. Focusing on the scene where Sarah is fighting with the
terminator shows viewers the changes in political issues during the time of production and
distribution were being reflected correctly, the growing desire for women to be dealing with
their own issues and not relying on men was a key point in societal issues. However this was
criticised in a sexist way, Brown debated that there could be a sense of denial as to whether
tough women in action films are merely performing masculinity, or becoming “masculine
proxies”, instead of embodying legitimate female heroism. Brown (2004: 47-48).

Focusing on another factor within Terminator showing Connor being stalked, appears in a
sexist manner as it is suggested that she does not realise how much power he has and that
she cannot compete as a woman, leaving her his ‘victim’. When it is shown in a scene that
she phones her mother, appearing defenceless, it allows for the audience to see her as a
vulnerable woman which as King (2006) and Steinke (2005) state scenes like this can lead to
society receiving a “collective sense of what sorts of leaders women make, how women
should act and look, what the norm is for femininity, etc.” suggesting that she could not
survive on her own as this is conforming to stereotypes, and all of the fear she is feeling is
down to a man being in charge. (King (2006) and Steinke (2005) as cited by Bogarosh 2013:
5)

The sexism is an obvious factor within both films, this is shown through the lack of female
presence within Jaws and the fear felt by Sarah Connor in Terminator. Jonathan Schroeder
states that Male Gaze is a prominent issue surrounding sexism, ‘to gaze implies more than
to look at – it signifies a psychological relationship of power in which the gazer is superior to
the object of the gaze.” (Schroeder :2002) As suggested in the scene by Spielberg in Jaws
when Chrissie goes skinny-dipping, she is not aware that she is just a subject to the male
audience, she is there primarily as a sex object to be looked at. Although Terminator does
not hold themes of sexism throughout the whole movie, it is still a noticeable matter which
even though Connor becomes the dominant role later on, she plays a part in “expanding the
popular perception of women’s roles and abilities on the other, she runs the risk of
reinscribing strict gender binaries and of being nothing more than sexist window-dressing
for the predominantly male audience.” Brown 2004: 47-48) suggesting that there were still
tones of sexism within the Blockbuster era.

This essay has considered the representation of gender within two films which were created
in the same era, but surrounding different political issues, in relation to masculinity,
femininity and sexism. After comparing and also focusing on contrasting differences
throughout both films, Jaws (1975) and Terminator (1984) in relation to my ideology, I feel
that they both do offer similar discourses, however Spielberg’s movie saw a lot of issues
regarding roles of gender and stereotypes, although the marketing was deemed more
valuable. Whereas Terminator, offered a different view on values of gender and sexism.

Due to space restrictions within this essay I identified limitations, meaning I could only focus
on a couple of topics which were prevalent during the time frame of the release dates.
However, if I had more space I would consider exploring more avenues, perhaps looking into
more political topics such as heterosexual behaviours throughout the movies followed by
blockbusters catered for youth and the commercialisation within multiplexes. in relation to
the key issues which I discussed.
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