The document discusses the social, cultural, and historical contexts of 1960s Britain and how these shaped the television series The Avengers. Specifically, it explores the contexts of feminism, sexuality, the Cold War fear of Russian spies, perceptions of ethnicity, and changing gender roles in the 1960s. These contexts influenced The Avengers through its strong female character Emma Peel, assumptions of heterosexuality, portrayal of Russian spies amid Cold War tensions, lack of ethnic diversity, and combination of femininity and modernity in Peel and Steed.
3. Social, Cultural, Historical Contexts
Social Context – how media products reflect the society in which they are
produced and that of their target audience.
What are they?!
Cultural Context – how media products reflect the arts and culture, including
popular culture, of their time.
Historical Context – how media products reflect events from the past and social
changes.
Contexts will overlap one another.
For example - the ways in which language is used in Media products to reflect the
period in which it was written, relates to all three contexts.
4. Youth in the 60s!
https://www.youtube.com/watch?v=2Ug_ZhYrxxI
5. Why so important?
The Avengers as a distinctive generic identity that is
rooted in British popular culture.
Television drew upon this tradition while at the same
time responding to the social and cultural changes of the
1960s.
Spy Thriller – Sub genre!
6. The Avengers
Series 4, Episode 1
‘The Town of No Return”
Brief Summary
Steed and Emma, are on the trail of several murdered
agents. They visit Little Bazeley by the Sea, a town that
strangers rarely leave alive—and discover it is being secretly
infiltrated (invaded) by enemy agents.
7. The Swinging 60’s!
London had transformed from the bleak, conservative
city, tit was only just beginning to forget the troubles of
the Second World War, into the capital of the world, full
of freedom, hope and promise
Young people were given a choice!
Parents of the Sixties teenage generation had spent
their own teenage years fighting for their lives in
the Second World War. They wanted their own children
to enjoy their youth and be able to have more fun and
freedom.
People had fought for and what we take for granted
nowadays.
8. What contexts are explored in The Avengers?
Feminism
Sexuality
Russian Spies
Ethnicities
Gender
9. FEMINISM: the influence of patriarchy and feminism
representations in The Avengers
1960’s – The Feminist Movement
Protests, women’s liberations groups
1965 Use of contraceptives/safe birth
control. This changed the relationships
attitudes of many young women to sex and
sexuality.
Lawsuits for equal pay -> women were paid
significantly less (60%) than men
Fighting for reproductive freedom – Women’s
abortion rights
Women’s rights in the workplace women
had lower salaries and worked in ‘pink collar’
jobs such as secretaries , not professional
‘white collar’ jobs such as lawyers/doctors.
10. How is feminism represented in The Avengers?
Peel is seen as Steed’s professional equal Inspired by
James Bond. INTERTEXTUALITY. Bond and M’s relationship
(played on the name Emma Peel).
Will they/HAVE they sexual tension Peel & Steed
Clothes of Peel & fighting ability this demonstrated
modern liberated femininity. She embodies the new
international fashion in women who like to dress and fight
like men. Slightly ahead of fashion at the time.
Leather outfit (originally designed for freedom of movement)
added to sexual portrayal of Peel, which was far removed
from the ‘girl-next-door’ image that was represented in TV
during the 50’s a social, cultural change in society.
A spirited heroine of the 60’s.
FEMINISM: the influence of patriarchy and feminism
representations in The Avengers
Emma Peel (played
by Diana Rigg)
11. SEXUALITY: The illegality of male gay sex in the
early 60’s
A UK opinion poll found that 93% of respondents saw homosexuality as a form of illness
requiring medical treatment. If men were sent to mental institutions, they endured
experimentation, torture, pain-causing drugs and electroshock therapy as a cure for
homosexuality.
In 1966, Humphry Berkeley introduced a law to legalise male homosexual relations. He lost
his seat in Parliament due to his actions to legalise gay sex.
Gay men who were publically gay, were either sent to prison and put into mental
institutions.
By the end of 1954 over 1000 British men were in jail for homosexual offences.
Mid 60’s, gay activists became increasingly aware of the threat of prison.
1967 – Law changed to allow limited sexual content (but no penetration) between men.
12. The Avengers Cuffs
SEXUALITY: The assumption of heterosexuality in The Avengers episode
and compare to the leading gay character in Cuffs.
Discussion time!
How did The
Avengers represent
sexuality?
13. The fear of Russian spies in Cold War 1960s Britain
After World War II, the United States and the Soviet Union were the world's
strongest nations.
The Cold War (45-91) was a long period of tension between the democracies
of the Western World and the communist countries of Eastern Europe.
There was great distrust between the Soviet Union and the rest of the Allies
The West was led by the United States and Eastern Europe was led by the
Soviet Union. These two countries became known as superpowers
Arms Race Who had the better weapons?
Space Race Who could accomplish space races first?!
The Cold War came to an end with the collapse of the Soviet Union in 1991.
https://www.youtube.com/watch?v=wVqziNV7dGY
Watch first two minutes. How would this have impacted on society?
14. The fear of Russian spies in Cold War 1960s Britain
Paranoia was common during the Cold War – due to
propaganda, ignorance, fear and secrecy
The threat of replacement ‘insiders’ in The Avengers
reflects the paranoia generated by the Cold War,
compared to the more everyday threat of crime in Cuffs.
15. The fear of Russian spies in Cold War 1960s Britain
It takes for granted the existence of a Russian spy ring in
Britain…
Steed knows where their headquarters are. And this
episode aired at the time when the reality of Soviet
Unions were penetrating the British intelligence.
English system is seen as an obstacle, preventing the
Russians from carrying out their plans.
How is this historical context represented in The
Avengers?
16. ETHNICITIES: the assumption of a common ‘white’ culture in 1960s
Britain, despite presence of minorities
Let’s discuss…
How many white British characters in The Avengers?
How many ethnic minorities?
17. GENDER: Exploring the changing gender roles in the 1960s (pre-
70’s feminism but post-‘sexual revolution’)
Changes in the 1960’s
Women VS Men!
More females than ever were entering the paid workforce, and this increased the
dissatisfaction among women regarding huge gender differences in pay and
advancement and sexual harassment at the workplace.
By the end of the Sixties, more than 80 percent of wives of childbearing age were
using contraception after the federal government in 1960 approved a birth
control pill this provided women with a lot more freedom
Basic goals of the Sixties feminists: equal pay for equal work, an end to domestic
violence, restricting severe limits on women in managerial jobs, an end to sexual
harassment, and sharing of responsibility for housework and child upbringing.
18. GENDER: Exploring the changing gender roles in the 1960s (pre-
70’s feminism but post-‘sexual revolution’)
Changes in the 1960’s
Women VS Men!
The mini was designed to be free and liberating for women, allowing them to
“run and jump”
In 1968 at a Ford factory in Dagenham, 850 women went on strike, arguing for
equal pay with their male co-workers. This action resulted in the passing of the
Equal Pay Act of 1970
Cigarette advertisements always featured attractive men, most often in suits, but
from the 1960s on, advertisements also showed rugged men in outdoor settings.
19. GENDER: Exploring the changing gender roles in the 1960s (pre-
70’s feminism but post-‘sexual revolution’)
Steed Personified the traditional gentleman hero
Peel Combined femininity and modernity
What was the message to 1960 audiences?
20. Homework
10 mark question (remember, it will always be Q5 in paper 1)
How do social contexts influence media texts? Refer to
The Avengers from 1965 in your answer.
You should talk about two contexts
In 1960 homosexuality was viewed as…. This affected TV
programmes such as The Avengers because…
Sentence
starter!
Point: Identify social context (e.g. sexuality or multicultural
lack)
Example: Describe a specific social event or situation from the
1960s
Evidence: Describe how The Avengers represents that
event/context
Explain: Link how the social context influenced The Avengers
and the impact/interpretation on the viewers (accept/reject?)
Possible
structure