Discussion question Essay Example | Topics and Well Written Essays - 500 words - 6

Discussion question - Essay Example If companies were able to realize that in the long run it is better to be environmentally-conscious, then I am sure that more companies would be socially responsible. It is in the self-interest of companies to be socially responsible because the decisions that they make and actions that are taken will reflect back on the company. For corporations that become well-known for damaging the environment, the consequences may be devastating. Most consumers do not like buying a product from a company that disrespects society and looks to take advantage of people. Once a corporations actions are discovered, it is likely that customers will take their business somewhere else. This is why it is best for firms to come up with ways to protect the environment because it makes commercial sense rather than the government forcing these corporations to pay up. 2- Lincoln Electric considers customers and employees to be more important stakeholders than shareholders. Is it appropriate for management to define some stakeholders as more important than others? Should all stakeholders be considered equal? It is not appropriate for management to differentiate between stakeholders in order of importance. The fact is that each stakeholder has a vested interest in the business and so they should be treated with the same respect. Of course each stakeholder has a different role to play, but a business would not survive without the participation of all of the stakeholders. Customers are the lifeblood of a business because without consumers choosing to part with the money, a business would not make any revenue. Employees also play a vital role because they are the face of the business and are the go-between for management and customers. It is up to employees to sell the brand so that the customer is willing to part with their money. On the other hand, while shareholders may not seem to play an important role in

Universalism and Particularism Essay Example | Topics and Well Written Essays - 250 words

Universalism and Particularism - Essay Example Universalism tends to focus more on the community rather than individuals and thus neutral as it is evident in McCain’s argument on security of the U.S. In a universalistic state, one cannot just go astray or out of normal order just because no one is watching them since one is compelled by law to act in order always. Universalist individuals honor their words no matter the circumstances, and know a deal or a contract cannot be violated. As it is evident in the article, cold war historian, John Lewis Gaddis, presents how in a universalistic nation, every individual is treated equally and fairly. Clearly, this promotes peaceful co-existence among the people and promotes a sense of belonging and security. In the article, particularism is quite evident. The main emphasis is on individuals and their interests. Individuals can modify a situation due to circumstances to suit their friends or relatives. Scoblete’s article shows how a particularistic believes that relationships are developed and created by events. If one is able to change his or her view, point of argument, agreement and so forth, just for the sake of those he or she has an interest in or those who have interest in him, then that is a real particularistic.

Reading response Essay Example | Topics and Well Written Essays - 500 words - 33

Reading response - Essay Example A Thousand Plateaus is the main writing from which pleasures of philosophy are found where the main article is molded in terms of the different settings where a reader can read any article or plateau. There is no systematic order of the reading to come up with a clear meaning, although the plateaus do not give the final words (Massumi, 17). A plateau can be defined as an orchestration of crushing bricks extracted from a variety of disciplinary edifices where it carry’s traces of its former emplacement which gives it a spin defining the arc of its vector (Massumi, 19). This shows the dependence and interdependency of the plateaus that makes the notes seem like repetition, whereas they are also melodic in nature, where one only reads what he wants to read or what is interesting to him. This notion is what Brian termed, as the pleasures of philosophy since he noted that philosophy is complex and when it is not understood, it is boring thus, the different nature of the plateaus ensures each reader is able to at least understand and embrace one of the plateaus. The different plateaus that have a common spin portray the unity even in the real nature where people have different understanding and embrace different things, although their objectives may be similar (Massumi, 27). Pleasures of Philosophy being a plateau within A Thousand Plateaus talks more about ticks, quilts, fuzzy subsets, neurology and political economy. This unrelated subject makes it difficult to understand as the plateau is dedicated to music and animal behavior. It uses a difficult technical expression retrieved from different disciplines used in the humanities, mathematics, and the sciences, but whose authors recommend that you read it as you would listen to a record. This complexity ensures that each reader is able to come up with a sovereign judgment of the issues discussed in the plateau. The exercise to ensure one is able to give a good judgment is essential, even in the

What's a Gaffer Do Assignment Example | Topics and Well Written Essays - 750 words

What's a Gaffer Do - Assignment Example Lighting, its effective designing and timely execution is crucial for the success of any shot, making the man responsible for the whole affair central to the art of filmmaking. According to Iggy, one of the leading gaffers in the filmmaking and who is also an avid blogger, the prerequisites for working as a gaffer is the acquisition of technical knowledge and a sound know-how of the equipment (Iggy, n.p.). For having an executive position, creativity and decision making skills are extremely crucial as well. Gaffer unions and guilds do exist; they offer internships as well as support for a gaffer while s/he is under employment. For example, the Motion Picture Studio Electrical Lighting Technicians Local 728 is one such organization listed on the IATSE website that works to support gaffers in the filmmaking industry (IATSE 728). An initiation fee is usually mandatory to gain membership in such unions. A gaffer’s importance to filmmaking cannot be emphasized enough since it is on e of the most pivotal roles in the entire process of cinematography. Effective management of the lighting on the set ensures a brilliant filming of a scene; hence, the correlation between a good gaffer and the success of the film is strong. Best Boy Electric is the assistant to the gaffer in the filmmaking industry.... To get started as a best boy, it is not necessary to have an academic degree since it is sound technical knowledge and effective organizational skills that determine a best boy’s success on the film set. As far as internships in the field are concerned, there are plenty of opportunities for a prospective best boy to learn the tricks of the trade, either under the mentorship of a professional gaffer or by enrolling in technical assistance programs offered. For instance, the Film New Orleans webpage offers a list of individuals who can assist upcoming technicians to train as best boys (Film New Orleans). The medium of filmmaking is extremely dependent upon the efforts of the best boy, especially in the productions phase, making the job central to the lights, camera and action. A Dolly grip is one of the posts that is related to the cinematographic field of filmmaking. Responsibilities of a dolly grip revolve around the technical supervision and operation of the camera dolly. A w ord known to filmmakers, the Media College defines a camera dolly as specialized equipment, a lot like a track, along which the camera moves (Camera Moves). The camera dolly not only allows the cameraman to take smooth shots but also facilitates the capturing of shots from multiple angles. Since a dolly grip is responsible for the operation of the camera dolly, the post is very closely related to that of a cameraman and thus falls under the camera department. In essence, it is a post linked with the production process of filmmaking. As is the case with most of the production department related posts, a dolly grip does not require prior academic achievements to be able to enter the field. Moreover, since the dolly grip is required to handle and

Personnel Management Essay Example | Topics and Well Written Essays - 2500 words

Personnel Management - Essay Example When a company takes on a particular mode of employer-employee relations, the choice is often dictated by Purcell's (1987) "guiding principles" which give due consideration to such factors as the stockholders' interests, the market conditions in which the company operates, the company's level of growth, management's biases and its perceptions of power and conflict. It is believed that personnel management systems are also determined by the different dimensions of organizational ownership, size, strategy and structure, not to mention past history and market conditions. Based on these influences, the management-labor relations mode that emerges is either the "unitary" or "pluralist" type (Fox, 1966, 1974). The managers inclined to a unitary frame of reference believe that management and employees share a common interest, namely, the survival and growth of the company, and as such should find as aberrant any conflict that may result from the existence of a labor union or any company troublemakers. The pluralist view, on the other hand, recognizes that all stakeholders in the company have legitimate interests that should be met, diverse though they may be. For this reason, the different interest groups, including the unions, are within their rights "to bargain and compete to get a share in the balance of power and to achieve a negotiated order out of diversity (Legge, Karen)." Individualism and Collectivism The unitary and pluralist theory of Fox on employee relations resemble Purcell's concept of individualism and collectivism in many ways, except in the attitude towards unionism and collective bargaining. Individualism and collectivism, as defined, are not opposites but two facets of a managerial belief system concerning employees. The individualist style of management attaches value to the individual and his right to advancement and fulfillment at work. Hence, this leans more on paternalism and eschews the group action characterized by unionism. In a collectivist regime, management recognizes the collective interests and rights of a group of people in the decision making process, which can best be expressed through a labor union. There is another, more radical frame of reference said to be of Marxist origin that looks at society as a jumble of antagonistic class interests. Called "macho management," this theory runs along the same lines of the dog-eat-dog concept in which the weak will be eaten alive by the strong if the former do not watch out. Society, according to this concept, is cleaved by deeply rooted social and political inequalities and is held together as much by coercion as by consent. Management in this configuration keeps a distance from employees and generally treats them with suspicion. As work inducement, the macho managers try to keep the workers in line with the carrot-and-stick approach. 5 Employee Relations Models Under the Purcell and Fox frames of reference, there are five different models of management-employee relations: traditionalist, sophisticated-paternalist, consultative, constitutionalist and standard-modern. The traditional style views people as simply a factor of production, as hands to be exploited or a cost

The Taliban Essay Example for Free

The Taliban Essay In the early 80s two different authors have differs originating background of the Taliban. One was as a group of people that arose to combat the cruel, unjust killings and raping vices that took place when a family was on a journey. The second author reported the intervention of Taliban group was in response to â€Å"Afghanistan Transit Trade† group of mafia, who illegally extort citizens on transit. The Taliban arose to disrupt these bandits across all roads and the Afghanistan government. The Taliban are a people in support of â€Å"Sunni Islamist movement† led by Mr. Mohammed Mullah Omar. The leader was disarmed by collective military forces in Northern and NATO countries (Quote). Prior to his removal, Mullah Omar was a teacher and a military subgroup head. The Taliban has majorly Pashtuns ethnicity. They gathered from southern part of Afghanistan, Western region Pakistan, Europe, and China. The Taliban group gets part of their support, training and arms from the Pakistani State (Jalali, 2008). The Taliban cultural ideology is such an extreme. They practice a severe form of sharia law termed â€Å"Pashtun tribal codes†. The source been the Jamiat Ulema-e-Islam organization in Pakistan. The law ban and sanction various activities. They are considered anti-Islam. They respond in raising Jihad against defaulters. Their rulings dominate the infiltrated Afghanistan, constituting over 40%. They still left other traditions undisturbed despite the tribal codes. The Taliban’s reviewed Islamic doctrine spread to Muslim practices in some parts of the world. These doctrines regulate the people’s ways of life, the dress codes for men and women (Dupree, Nancy, 2001). About the Government, the Taliban holds no election of officers into office, no political grouping. The leaders are chosen by made to predecessor and made to sworn to an oath of allegiance prepared over sixty years ago. The officials earn no salary but receive just food, clothes, arms and shoes. They proclaim to maintain the live led by old Muslim Prophet. They added that Jihad is a right so it must be fought with their blood. Jihad is a holy war against unbelievers who blaspheme. Their ministers have â€Å"madrassa† educational background. The women are treated with huge restriction. They cannot wear exposed cloths, they only take cab with close relative company, they do not wash at the stream bank, they do not do any work order than being a medical officer to treat and examine female only. They live with darkened windows; they are not permitted to receive primary education. Violation of these laws leads to severe beating up. Other notable activities banned in 1996 by the Taliban government are shaving of beards, western hairstyles, music/dancing at weddings, not praying at prayer times (Dupree, Nancy, 2001). Osama Bin Laden from Sudan arrived Afghanistan with no invitation and was able to form alliance with the Taliban. In 1997, the Taliban’s harsh doctrines, war crimes, terrorism acts and inhuman behavior towards local troops resulted in the killings of Taliban’s troops by the Northern Alliance. They did avenge, killing thousands of civilians and created more international scene. In 2001, the Taliban were away from most of the Afghanistan through a concerted effort by both US and Northern Alliance forces. Presently they do not have control in Afghanistan ad before but they go all round in avenging the brutality against their doctrine and people. They are suicide bombers we here of day by day on television. They are said to be violating human right, killing non-combatants civilian. References Jalali, Ali A. Grau, Lester W. (March, 2008), â€Å"Whither the Taliban?†, The Cyber-Caravan, http://www.fas.org/irp/world/para/docs/990306-taliban.htm Dupree Hatch, Nancy. Afghan Women under the Taliban in Maley, William. Fundamentalism Reborn? Afghanistan and the Taliban. London: Hurst and Company, 2001, pp. 145-166 M. J. Gohari (2000). The Taliban: Ascent to Power. Oxford: Oxford University Press, pp. 108-110

Mens Lifestyle Magazines Analysing Gender Identities Media Essay

Mens Lifestyle Magazines Analysing Gender Identities Media Essay Mens lifestyle magazines are interesting research for analysing gender identities. As mass cultural texts they have the potential to affect or maintain cultural norms and values in the society (Taylor and Sunderland, 2003). They have the ability to construct masculinity or femininity in a positive way or in a negative way. They could also alter or change cultural norms that have been in existence over time. In the 1980s, males in mens magazines were constructed as emotional, sensitive people. They were also constructed as narcissists that dwelt on fashion whereas females were constructed as powerful, independent beings that were respected by the men. (Gill, 2003). Over recent years, however, the representation of masculinity and femininity has changed due to the introduction of New Lad magazines. Mens magazines have moved from constructing men as narcissistic people to representing them as pleasurists who enjoy sex, alcohol, sport, cars, games and the viewing of sexualized images. The women, on the other hand, were constructed as sexualized objects to be gazed at. Edward (2003: 139) points out that, women with successful careers have been equally undermined through salacious spreads of them stripped of their clothes. These representations make up the characteristic images of the New Lad magazines. For this essay, I will examine the construction of masculinity and femininity in one of these New Lad magazines: FHM magazine. My plan here is to critically describe and analyse the visual images and the texts within the publication. For the first analysis on visual images, I will adapt a multimodal approach taken from Van Leeuwen (2008) and Machin (2007), and for the second analysis on the language, I will use a critical discourse theory described by Van Leeuwen (2008) to examine the construction of men and women through writers linguistic choices. THE MENS MAGAZINE My analysis for this study is a magazine called FHM magazine (For Him Magazine, the January 2010 edition). I chose FHM magazine because, as written by Jackson et al (2001), it has a mass circulation with monthly sales hitting the hundreds of thousands. Due to this wide circulation, the magazine has the power to influence a large number of readers. Launched in 1994, FHM Magazine is targeted at a particular audience: single men between the ages of 17 and 35 (Stevenson et al, 2001). As observed, the magazine addresses single men as if they were friends. This friendly manner is all achieved through the giving of advice on relationships, the discussion of sports, parties, music, movies and other topics normal to typically male conversations. FHM Magazine deals with themes relating to the male lifestyle. These themes include sex, sport, alcohol, movies, women, sexual jokes, food, music and clubbing. The magazine also includes sections such as: letter to the editor, articles, interviews with celebrities and advice sections (containing advise on romantic as well as purely sexual relationships) The articles in the FHM magazine primarily focus on sport and stars. Interviews mostly include soap opera stars, actors, actress and models. These celebrities are used to promote and market the magazine because of their status as public figures. On the cover of the magazine appears a semi- nude woman complemented with the glossy effect of the magazine that serves as an eye catcher to the readers. Additionally, within the magazine there is the dominance of black, red and white colours against which advertisements are able to stand out. (Advertisements, on the other hand, are) The majority of these advertisement feature (male-related products) aimed at men, including cars, mens toiletries, gadgets, phones, blazers, movies, computers and mens wrist watches. Mens magazines are characteristically male because of the emphasis on sport (football), drinking, women and, most importantly, sex. Advice on relationships found in mens magazine, for example, often deal with sex in the headlines: How to talk your missus into the lingerie of your sordid dreams Sentences such as the one above serve as an eye catcher and may lure a man to buy such magazine. Such sentences as well as the sexualized images of females, is the major reasons why male readers buy these publications (Jackson et al, 2001). The magazines narrative structure adopts a storytelling technique. The story telling approach is employed for various topics including the discussion of women, sexuality and stars. The use of language within the magazine is generally informal with hackneyed words such as wow, sexy, foxy and hot or vulgar words such as bitch, shit, damn and fuck. These words, however, are used figuratively to create an ironic effect and without the intention to spite anyone. The use of irony runs throughout the magazine. Jackson et al (2001:104) point out that the use of this literary device is a warning against taking anything that is said to seriously, adding that it allows the readers to receive advice in respect to sexuality, indulge in fantasies of successful manhood and consume representation of beautiful women in a guilt free way. ANALYTICAL FRAMEWORK AND THEORIES CRITICAL DISCOURSE ANALYSIS. Critical discourse analysis, as defined by Van Dijk in his paper, Critical Discourse Analysis, is a type of analytical research that primarily studies the way social power abuse, dominance, and inequality are enacted, reproduced, and resisted by text or talk in social and political context This definition by Dijk therefore means that CDA helps to reveal inequalities in a written and spoken text. Such inequalities may include gender, politics, power, and race. In previous research, CDA has proven to be a great tool in identifying gender inequalities. The works of Caldas-Coulthard (1996) and Sunderland and Taylor (2003) drew on the critical discourse analysis in order to examine what linguistic choices are given to the social construction of women and men in a magazine. The first, Caldas-Coulthard (1996), centres on the representation of women while the second, Sunderland and Taylor (2003), centre on representation of men. Writers and speakers use vocabularies and grammatical structures to describe participants or appraise social events as observed in the articles of newspapers or speeches on television. The main issue of Discourse analysts is to examine the writer or the speakers choice of words in order to bring out more clearly inequalities that surround the texts. More importantly, the Discourse analysts pay close attention to what vocabularies and grammatical structures were not used but would have logically been used. In this paper, I will analyse the language of the FHM magazine and will answer the questions below: Which gender is activated and which is passivated? Are there any gender divides through the language used? What linguistic choices have been made to represent the male and female gender and are they represented in a negative or positive way through the language choice? In order to answer the above questions, I will draw upon the analytical framework of Van Leeuwen (2008) that uses such terms as role allocation. This term examines which social actors are active and passive in a sentence. Also, there are various terms such as role allocation, funtionalisation, individualisation and collectivisation. I will discuss more about these terms in relevant sections. MULTIMODAL APPROACH I also intend to use a multimodal approach for the analysis of images in the FHM Magazine. This approach deals with all communicative modes in an image. These communicative modes include colours, social actors, language, pose, objects and many other semiotic resources. The approach also focuses on how these modes are structured to make a meaningful whole. In this paper, I intend to analyse images in the FHM magazine paying particular attention to a social semiotic known as social actor analysis Machin (2007). This approach allows me to examine the ways men and women are represented in the images of the magazines. It also allows me to study how men and women are positioned for the readers in the images. ANALYSIS OF FHM MAGAZINE To be a man or a woman is not the outcome of biological determinism; cognitive structure. Gender is historically and culturally specific, subject to radical discontinuities over time and across space. This does not mean that one can simply pick and choose gendersrather, we are gendered through the power of regulated and regulatory discourses. Foucault quoted by Baker (2008:291) Which gender is more activated and which is more passivated? In order to answer the above question, I will examine role allocation, a term used by Van Leeuwen (2008) and Halliday (1994). Role allocation shows the position where social actors are located. It equally shows how social actors are represented, e.g. if they can be seen as a person who is active (busy), dynamic, passive, unchanging or benefiting. For this type of analysis headlines from FHM have been selected: Commander Ryan Ramsey captains nuclear attack submarine HMS Turbulent. The best way to learn about relationship is to be in one. This month we are going steady with India. (FHM Magazine pp 120 169). The man (Commander Ryan Ramsey (appendix 5)) and the pronoun we (referring to the men writers) are actors, and the woman (India) is the goal. In the sentences above, the males are activated because of the material processes, captains and going. This is quite different in relation to the female, India, however, who has no process. She is treated as an object of representation, represented as a subjected social actor or a passivated participant. Other headlines in the magazine include: Male World Triathlon Champion Alistair Brownlee knows at least three things about getting fit.: The man, Alistair Brownlee, is activated as senser in relation to the mental process Knows (FHM Magazine pg 160) Female FHMs girl of the decade is Rachel Steven: Rachel Steven is passivated. From this, we cannot conclude, however, that all women in the magazine are passive; some are equally activated as in the sentences below: She was Walfords wild child in East Enders, now Louisa Lytton is heading for Hollywood: She is activated because of the existential process was. Rachel Steven is our cover girl of the decade: The woman is activated as a carrier in relation to the relational process is (FHM Magazine pgs 80106) The question, then, is what type of process is used to represent men and women. In my earlier analysis, the men appear activated either in a material or mental process. The material process depicts them (men) as active people, undergoing activities, and the mental process depicts them as people capable of thinking and evaluating. On the contrary, women are activated in relational and existential processes. The relational processes, as Machin (2007) points out, are carriers of meaning rather than actors. They are not active. This inactiveness is also observed in the visual images of women (appendix 3 and 4) they carry meaning through [her] postures and dress Machin (2007:133). Additionally, the existential process means that the woman appears in a place that does not allow them to be active as is the case of material processes. These representations depict men as active and functional individuals, while the women are represented as passive and objects. Are there any gender divides through the lexical choices used? In the magazine, linguistic choices differentiate women from men in terms of work. Applied linguist, Van Leeuwen, puts forward the terms, functionalisation and identification to identify how social actors are represented. The term functionalisation, as he explains, occurs when social actors are represented in terms of activities, occupations or roles. The second term Identification occurs when social actors are represented in terms of personal relations such as auntie, husband or in terms of physical descriptions such as young, pretty and many other descriptions (Van Leeuwen, 2008). Table 1 lists the ways females and males are represented by FHM. In the majority of cases, men are represented in terms of roles and occupations as observed in the previous section while women are described in terms of physical identification and relational identification. MALE FEMALE Director Guy Richie Foxy Lady Elisabetta Canalis DC Executive Editor Dan DiDio High street honey Charlotte Shaun White, World- famous Snowborder Kerry Katona, blonde, fun and top- heavy Jeff Zuker, the chief executive of NBC Universal. Rachel lives with new husband Alex. Jamie Oliver and Gwen Stefani are her neighbours (Relational Identification) Warren Buffet, the billionaire US investor George Clooneys arm candy, the exotic sounding Elisabetta Canaliss (Relational Identification) Movie maestro, James Cameron Anna Skellernanother pretty victim in the Descent. Dennis Wise, the clubs then Executive Director Cecilia Peckaitisthe hot girl in the lynx Dry ad India is 19 and lives with her folks in Reading. (Relational Identification) Based upon the above data, it is possible to observe two strong discourses that are evident in the magazine. The first is the business discourse and the second is the sexuality discourse. This business discourse is achieved through the use of words such as directors, executive(s), editors, chief, chairman, billionaire US investor and maestro. This discourse suggests power and professionalism. The sexual discourse includes terms such as foxy, pretty, hot, sexiest, candy, exotic, blonde and fun as well as many other physical identifiers associated with women. These two main discourses serve to divide gender in terms of work. What linguistic choices have been made to represent the male and female gender and are they represented in a negative or positive way through the language choice? As written earlier, the writers choice of linguistic words has been a focus of discourse analysts. Working from existing theories in Critical Discourse Analysis, I have selected three articles from the magazine to examine what choices of words are used to represent both genders. The first article centres on a male, music executive, Simon Cowell. The second and third articles centre on two female actresses, Elisabetta Canalis and Rachel Steven. Tables 1 2 lists the lexical items used to describe the social actors along with their frequencies. FEMALE Frequencies MALE Frequencies Pretty 1 Huge star 2 Princess 1 Giant 1 Girl next door 1 Impresario 2 Five foot force of nature 1 master 2 Sexist 5 Boss 2 Hot 1 Success 3 Candy 1 humble 1 Exotic 1 strong 1 Formaggi (cheese) 1 High profile 1 Dolly bird 1 shallow 1 Foxy 1 reckless 1 beautiful 1 cocky 1 Actress 1 Harsh 1 Presenter 1 Hairy 2 model 1 A close look at the linguistic choices in table above shows that the man, in majority of the time, is described in terms of status or function. For example, we have the words boss, impresario, huge star, master, high profile giant (connoting power or importance), and strong. On the contrary, women are described in term of physical appearance such as the words pretty, beautiful, Like language, social actors are represented in images to communicate ideas to the viewers. According to Kress and Van Leeuwen (1996), producers of images use social actors to demand an imaginary social response from the viewers. In order to analyse the social actors of images in the magazine, Kress and Van Leeuwens (1996) three dimensions of the positioning of viewers with the participants would be considered. The first is the image act or Gaze that shows how a social actor relates with the male viewers. S/he may give a demand gaze that is aimed directly at the viewers or an offer image. The second is the social distance that depicts how a social actor is close or distant to the viewers and the third is the angle of interaction that shows the various angles from which viewers see participants. It could be horizontal angles that symbolize involvement, vertical angles that symbolize power or oblique angles that symbolize detachment. In the FHM magazine, about 47 per cent of all the editorial photographs are females while 53 per cent are males. In the section that follows, I will examine how the women and the men (social actors) are constructed in the visual images of the magazine. I will begin by looking at the angle of interaction, image act and social distance of both men and women and, equally, study how they both relate to the male viewers. I will, then, consider which gender is excluded, included, individualized, and grouped. VISUAL REPRESENTATION OF FEMALE AND MALE GENDER About 25% of the pictures of women are demand images, while 22% are offer images. The offer images of the women make no contact with the viewers. They therefore allow male viewers to accentuate on their semi naked bodies, appendix (2b). This representation depicts women as sexual object to be gazed at. Apart from the offer images, a high percentage of the demand images are seductive, communicating sexual intentions to the male viewers (appendix 2a). Pose combines with the womens gaze to bring out a complete meaning. The combination of both the gaze and the pose depict women as making sexual requests to the viewers. This sexual request and intention may, in turn, evoke erotic feelings in the male readers. So, apart from the fact that women are linguistically represented as sexual objects in the magazine, the women are also visually constructed as sexual temptresses. 24% of images of men are demand images, while 29% of them are offer images in the magazine. Of the offer images, most of the men, with the exception of some found in advertisements, make this offer because they are involved with an activity or work. For example, appendix 2d2e shows the men staring away from us because they are busy doing an exercise. These images allow male viewers to observe male characters as they work, unlike the offer images of women that allow the viewers to gaze at their semi-naked bodies. Here, males are depicted as functional and active people while females are portrayed as non-functional and passive. Just as observed on a linguistic level, the visual portrayals of women and men divide genders in terms of work. For the majority, men that are inactive are seen to give demand images. Their gazes may reveal a serious, calm or joyful expression. Most men with serious expressions communicate a form of power. They are seen folding their arms to depict them as authoritative (appendix 2c). The calm expression communicates to the viewers the experience of a trouble-free lifestyle. Unlike the first, they are seen with their hands in their pocket that portray them as collected and easy-going people. Surprisingly, there is a difference between the demand images of the men and the women. I believe the females are portrayed as more demanding that the males. For example the woman in appendix 2a demands sex from the male viewers whereas the man in appendix 2c does not demand anything, rather he boasts to the male viewers. The woman may be saying, Come sleep with me, while the man is saying, I am in charge. SOCIAL INTERACTION. Looking at the angle shot of images in the magazine, I have observed that, when sexualized, women are shot more at vertical angles than any other angles (appendix 2a). This vertical angle depicts them as powerful and superior to the male viewers. However, Machin (2007:75) points out that vertical angle shots of sexualized women work by metaphorical association. He writes: .images of women wearing very little clothing may make them appear vulnerable, or objectified as sex objects. But this effect is reduced by using a low-angle shot. The viewer therefore looks up at the womanSo she is given status and power through being looked up to. This reduces the power of the viewing position and therefore reduces her vulnerability as she looks down dominantly on the viewer. Of course this does not really increase her power over us but works by metaphorical association. Despite the fact that sexualized women are represented as powerful by the use of vertical angles, this representation as Machin (2007) noted is a false sense of power. Unlike the images of women, men are shot mostly at horizontal angles as well as vertical angles. Oblique angles of men are mostly seen in the advertisements within FHM. The horizontal angles symbolize involvement with the imaginary male readers while the vertical angles symbolize superiority. While the vertical angles used for women metaphorically depict a false sense of power, those used with men depict as the male as having a true sense of power. (Appendix 2c). The vertical angle portrays men as powerful and women as powerless. SOCIAL DISTANCE Photographic shots of women and men are very interesting to consider. Some women, especially celebrities, are more often shot using an extreme long-shot than any other shots. They lay on the floor so that their whole body is bold, enlarged and can occupy two pages (Appendix 4). This leaves the upper part of the body to occupy the left page and the lower part of the body to occupy the right. This extreme long shot is done to give the imaginary male viewers a clearer and bolder view of the womens body. Long shots of the women suggest, however, a distant relationship between the viewers and model (Kress and Van Leeuwen, 1996). Thus, we may conclude that the woman in appendix 4 has a distant relationship with the viewers. But, the enlarged and bold figure of the woman draws her body nearer to the male viewers to create a more intimate distant, distant that make touching possible (Kress and Van Leeuwen 1996:251). Such extreme long shots were not used for the male participants. There are no emphases on the mans body and they do not occupy two pages. Here, we could see that the women are offered as sexual objects for mens desire. HOW ARE MALE AND FEMALE ACTORS REPRESENTED. This section will focus more on how the males and the females are depicted. I will examine which gender is individualized, categorised, excluded and included. INDIVIDUAL AND GROUP. Pictures taken by photographers could depict people as individualized or as grouped. Van Leeuwen (2008) shows us how middle-class oriented newspaper tends to individualize elite people and group ordinary people in a verbal discourse. It is easy to see, in the appendices, that both genders are individualized and not grouped. Thus, another observation I made is that women are also grouped. There is a huge difference between women that are individualized and women that are grouped. Individualized women are seen improperly dressed with the grouped women appearing well clothed. This difference tells us that the magazine tend to individualized sexualized women and group ordinary well-clothed women. Examining appendix (3a), we see a group picture of two women and four men discussing in an eatery. These people are cast of a major television programme known as Skins. If we examine appendices 3b, 3c, 3d, 3e, the four men of the television programme are introduced here and more importantly, individualized. This is totally different to the two women cast members. As depicted in appendix 3f, they are grouped. Both give an offer that suggests lack of communication with the viewers. Also, they are properly dressed and not opened to sexualize reading which emphasis my previous point. I believe that these differences serve to construct the men as independent and the women as dependent. EXCLUSION Exclusion means not acknowledging a certain kind of people that live and work in the same society. (Van Leeuwen, 2008). To take an example from the magazine, appendix 3a, as written earlier are cast from the television programme Skins. The four male cast members, as noticed, were properly introduced, for example, appendix 3b and 3c introduced the men and the characters they play in the Skins: 1b) Jack OConnell, 20. Plays: James Cook. 1c) Luke Pasqualino, 19 Plays: Freddie Mclair However, no proper introductions were given to the female cast members of Skins. They are introduced as shown in appendix (3f). The readers are not provided with their names or what characters they play in the show. They are ignored or excluded. The effect of this exclusion, I believe, is to foreground the women as Other. CONCLUSION This essay has examined the gender differences found in the language and images of the new generation mens magazine, FHM. In this magazine, particular linguistic choices and the representation of gender in images has shown a level of social inequality between females and males. The women analysed in this essay have been seen to be negatively constructed. This construction depicts them as subjected or passive individuals within society. In addition, the linguistic choices relating to these women, as observed in most articles, present one particular discourse the discourse of sexuality. However, the use of the sexuality discourse is not presented for men. Rather, the magazine focuses on the business discourse, which portrays men as active and functional individuals within society. Furthermore, through an analysis of the social actors found in the images, I have shown that women are represented as non-functional individuals, powerless dependent creatures, sexual objects for mens desire and lustful temptresses. These negative representations of women are, however, not portrayed in images involving men. They are, alternatively, represented as powerful, successful and confident people, or people undergoing activities. These portrayals create gender imbalances within the magazine. With the use of the CDA and the multimodal approach, I have shown that, in FHM, women are poorly constructed and men are positively constructed, making the magazine an example of hegemonic masculinity. Wheaton (2001:214)