Less Hops, More MasculinityCMC-400 Documentary Storyboard

Rich Ford

Part One: Introduction My project will open with a 30 second montage of images from the beer commercials analyzed to set the ground for the following discussion.

The montage and documentary will stylistically replicate channel surfing. This decision was made to keep the viewers interest level piqued and because I think in AfterEffects I will be able to give my documentary an unconventional vibe that locks in the viewer from the start.

- The film will begin with 4 seconds of footage of 1080p HD Television static taken from youtube.

link: http://www.youtube.com/watch?v=DH0BQtwEAsM- The static will be followed by an “Old Hollywood” style countdown from five seconds. This countdown will either be made by me in AfterEffects of taken from youtube. I will most likely make it.- The music playing will be an original song written and performed by Zach Cole

and myself.- This countdown will give way to images from the commercials analyzed airing for between 3 and 4 seconds. - The first clip will be from the Miller Lite ad “Men of the Square Table” it will run for between 3 and 4 seconds. - The second clip will be from the Dos Equis ad “The Most Interesting Man

in the World” running for between 3 and 4 seconds.- Third clip: Heineken “Walk-In Fridge”- Fourth clip: Sam Adams “Skunky Beer”

- Fifth clip: Bud Light “Bear”- Sixth Clip: Corona “Girl watching – beach”- Seventh Clip: Guinness “Evolution”- Eighth Clip: Pabst Blue Ribbon “Keep it classy”- Ninth Clip: Coors Light “Vent”- Tenth Clip: Natural Light “Nattyisms – natapult- Eleventh Clip: Budweiser “Wild West”

After the eleventh clip, the footage will go to either television static or an old television “Please Stand By” message for 3 seconds. Maintaining the style of channel surfing. After this I may have the screen actually channel surf for a second before the first real scene, again juxtaposing beer commercial imagery.

Part One Set UpThe first scene will be a mid-range shot of myself filmed in front of the green screen and progressing to a close up.

The shot will consist of me dressed in the style of Hugh Hefner or James Bond iconography representing myself as “the ultimate male” and also parodying the ‘Dos Equis’ campaign, “the most interesting man in the world.”

The green screen will show footage of a fireplace and set the “ultimate male” aesthetic for the viewer.

Part One Script

Abraham Lincoln once said of the American people; "I am a firm believer in the people. If given the truth, they can be depended upon to meet any national crisis. The great point is to bring them the real facts, and beer.”

Truth, facts and beer.

The National crisis facing contemporary America is the ideological obfuscation of the hegemonic masculine identity. What follows is a Critical Media and Cultural Studies examination of contemporary representations of masculinity depicted in beer advertisements. To uncover the truth, I will examine the theory, the facts and the beer.

This is. “Less Hops; More Masculinity.”

Part One: Introduction - Outro

After I say “this is – Less hops; More masculinity” I will create a 5 second long clip in AfterEffects that depicts all the beer brand logos flying at the screen and stopping, piling up on one another before exploding. My documentary title will emerge from this explosion

“Less Hops, More Masculinity.”

Part One: Introduction Argument

I need to reconstruct my introduction, better formulate my argument and clarify my ideas better. Below is a rough abstract of what I’m trying to prove.

What my argument is, is as follows:I am arguing that in lieu of the social movements and ideological

shifts caused by the women’s liberation, civil rights and gay liberation movements, that the construction of Hegemonic masculinity has been fundamentally altered. The representations of masculinity in the beer ads reviewed depict the incorporation of changing American values into the ideology of hegemonic masculinity. The inclusion of subordinated identities ideologies into hegemonic masculinity functions to challenge the premise of patriarchy as the fluidity of masculinity is struggling to include/exclude subordinate identity ideologies and reify dominance. The social shift towards feminine, homosexual and ethnic equality has given way to the challenging of the hegemonic position by subordinate identities.

Part Two: Patriarchy Intro

Footage of myself doing a monologue explaining that in order to examine representations of masculinity in beer ads it is first necessary to understand the theory behind those constructions. Enter patriarchy.

Close-up.15 second quick clip.Filmed in front of the green screen.Outfit either the same as the previous scene of me or different.

Part Two: Patriarchy Scene One

Interview Footage from interview with Dr. Vaughn Schmutz discussing the Marxian notion

of material and mental production, and the nature and construction of patriarchy.

15 second clip.Mid-range shot.Name and title to be added in AfterEffects.

Part Two: Patriarchy Scene Two

Interview footage from interview with Dr. Lisa Tillmann discussing the nature and

construction of Patriarchy.

15 second clip.Mid-range shot.Name and title to be added in AfterEffects.

Part Three: MasculinityIntroduction

Mid-range shot of myself filmed again before the green screen. Discussing the construction of hegemonic masculinity, relation to femininity and subordinate identities.

Background to be inserted, setting to depict a stereotypical masculine hangout yet to be determined.

Costume: dress shirt, dress pants, silver blazer – possible tie included.

15 second clip.

Part Three: Introduction to Masculine TheoryScene Two

Interview footage from interview with Dr. Greg Cavenaugh discussing the nature and

construction of hegemonic masculinity,relation to femininity, and fluidity.

20second clip – first half will depict Dr. Cavenaugh and then move to narration over clips exemplifying content.

Mid-range shot.

Name and title to be added in AfterEffects.

Part Three: Introduction to Masculine TheoryScene Two

Interview footage from interview with Dr. Tillmann discussing the construction of

masculinity, and processes of subordinating ‘Other’ identities.

20-30 second clip.Mid-range shot.Scene starting on Dr. Tillmann and then switching to narration over relevant imagery from commercials.Transformation from interview to relevant footage voice over occurring using AfterEffects to switch Dr. Tillmann mid-range shot with commercial images depicted on her computer screen. Footage on computer will get larger and take over the screen while Dr. Tillmann continues discussion.

Part Three: Introduction to Masculine TheoryScene Three

Interview footage from interview with Dr. Schmutz discussing the construction of Dominant

masculinity, relations to and subordination processes of ‘Other’ identities.

20-30 second clip.Mid-range shot.Footage starting on Dr. Schmutz and then switching to Dr. Schumutz’s narration over relevant imagery from commercials.

Part Three: Introduction to Masculine TheoryScene Four

Need to interview another professor to get footage for this section.

Hoping to insert footage of an interview with either Dr. Cummings or Dr. Gournelos.

20-30 second clip.Mid-range shot.Footage beginning on the Dr. and then switching to voice over of relevant footage from commercials.

Part Four: Masculinity as Represented in Beer Ads

Introduction to study done by myself. Explain original research, coding, content analysis,

literature reviewed, textual analysis.

Mid-range shot.To be filmed in front of green screen.Background currently undecided but will be added later.1 minute clip.Clip will evolve from a mid-range shot of me to me narrating over relevant imagery and examples as I explain them using my research and theory.

Part Four: Masculinity as Represented in Beer Ads

Transition from footage of me explaining my project to charts created in AfterEffects

showing the findings of my original research with narration.

20 second clip.Audio is my voice over from previous scene.

Part Four: Masculinity as Represented in Beer Ads

Interview footage from interview with Dr. Tillmann in which Dr. Tillmann analyzes the

commercials studied. Part of the interview in which Dr. Tillmann covers the Miller Lite “Men of the square

table” commercial.

20 second clip.Mid-range shot showing Dr. Tillmann and the ad being played on her computer to her right.This scene will start as a narrative, with Dr. Tillmann’s narration taking over my own discussing the commercials. The scene will then pause at an opportune moment to reveal Dr. Tillmann in her office, watching the commercial being discussed on her computer.

Part Four: Masculinity as Represented in Beer Ads

Interview footage from interview with Dr. Schmutz in which he

discusses the representations of masculinity in beer ads.

20 – 30 second clip.Mid-range shot.Footage starting on Dr. Schmutz and then switching to his narration over the ad he is talking about.

Part Four: Masculinity as Represented in Beer Ads

Interview footage from interview with Dr. Cavenaugh in which he

discusses the self-policing of masculinity by males.

20 second clip.Mid-range shot.Scene changing from interview to narrationover relevant footage.

Part Four: Masculinity as Represented in Beer Ads

Need to get more interview footage with Professors discussing and

analyzing the ads being examined.

20 second clip.Mid-range shot.Footage starting with interview coverage and switching to the ad being analyzed.

Part Five: Conclusion

My conclusion will be a monologue done by myself to the camera in front of the green screen. I will incorporate relevant material and transition from my close up to narration over relevant clips. I will cover my results, conclusions, implications for further research, implications for contemporary gender roles and ideologies and wrap it all up by saying something either thought provoking or witty.

Part Five: Conclusion

What I need to work on now, having storyboarded, is getting all of the footage that I need. I need to get at least 3 or 4 more interviews with Professors and may end up filming a student focus group to use as b-roll.I need to tighten up and focus my argument more which will come with the additional footage.I have already amassed all of the commercials I reference.I need to make the charts for my original research portion of the film.