Representation - Gender 10 Marker

Analyse how representations of gender have been used in the lego movie advertising campaign to appeal to younger audiences. (10)

The inclusion of woman as one of the main protagonist role challenges multiple stereotypes. As shown in the poster campaign, Wyldstyle has been given a poster in which she's represented as a strong independent character who is inevitably equal to the men in the movie. In addition, her facial expression gives off confidence and strength, going against gender norms and stating instead her independence; essential in modern media to influence younger audiences to act the same. In fact, at some points in the movie they're even considered equals - at times Wyldstyle is in a superior position to Emmet.

Additionally, this appropriate gender representation is continued in the main poster regarding men's typical roles in media texts. In Emmet's individual poster as well as the main movie poster, Emmet is startled, as well as being presented as a working class individual. These both challenge how men are typically represented in media texts. Typically, men are dominant and separate to woman, being the stronger figure in society and narratives. However, Emmet is not only presented as cowardly, but also actively works side by side with Wyldstyle. This consequentially and beneficially teaches younger audiences once again the appropriate gender roles in modern media and modern society.