House of Cards- Episode 1, Season 1

(Long Form Media):

 

The Netflix TV show is set in Washington DC and has the main character of Frank Underwood as a Democrat and appointed as the secretary of state. Along with his wife, Claire Underwood, he sets out on a quest to seek revenge on the people who betrayed him while successfully rising to supremacy.

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Key Characters...

Frank: the protagonist and narrator (to camera), the House Majority Whip

Claire: Frank's wife, who runs the Clean Water Initiative

Zoe: a young journalist just starting her career

Russo: a congressman who Frank manipulates into helping him undermine Kern

Kern: Frank's rival who gets the Secretary of State post he coveted

Vasquez: the president's Chief of Staff, a powerful Latino woman

Doug: Frank's sidekick

Walker: the President elect

 

Within the first scene there is an extreme amount of masculinity shown when an innocent dog is hit by a car in a hit and run. The main character Frank Underwood shows a sign of respect towards the dog when he puts the poor animal out of its suffering and misery. He shows very little remorse and any extreme amounts of emotion for the measures he had to take in the upsetting situation.

 

The series then jumps straight to a couple, Frank and Claire Underwood, attending a New Year’s Eve party. Where we see all the men dressed very sharp in what look like very expensive suits. As well as the women dressed very classy but showing little parts of skin, in a seductive matter, with heavy amounts of makeup and expensive jewellery. This then strongly links to Van Zoonen’s theory behind male and female stereotypes. For example, men are very masculine and usually smartly dressed, to be the superior and more important. However, women and their bodies are objectified and seen as men’s property or objects- almost like a pretty accessory to have on their arm or by their side.

 

The storyline then directs to a print journalism company, where a young girl, Zoe Barnes, attempts a conversation with her boss but it is clear that he is not even aware of her name let alone what she has to say. This once again shows how men believe themselves to be superior and more important, not showing any amounts of respect towards women, or in this case his employee. At this moment there is a large highlight over the gender patriarchy occurring in the working environment which is most likely a common occurrence in everyday lives and large companies.

 

There is then another direct to different characters and a different part of the storyline. The young man, Peter Russo, is shown to be having a meeting with the American politician Henry Chapman. However, the meeting is interrupted by a phone call who Peter pretends is the President although it is the young woman he is in a secret relationship with. The young woman, Rachel Posner, begins to discuss sexual content with him as he attempts to show no reaction to the graphic words being spoken.

 

It then returns to the events happening with Frank Underwood where he has found out that he is no longer receiving a promotion. This was previously promised by the president but is no longer possible which is discussed between Frank and Linda (the woman who works closely for the president). On the other hand, he still agrees to work alongside the president and continue supporting his campaign.

 

We then see Claire Underwood at work attempting to call her husband Frank to find out about the potential promotion that he was previously promised. It is made clear that she becomes angry that there is no answer and she is forced to leave him many voicemails.

Later, in the episode it shows Clair waiting at home for her husband Frank to arrive home. Once he does, she expresses that she is angry about the fact that she attempted to get in touch with him for over 9 hours and he refused to talk to her about him no longer getting the promotion. After explaining what had happened in the meeting Frank becomes very angry and shows this within the outburst of breaking objects and smashing glass within their household. Once again showing a large amount of masculinity and no weaknesses. They then begin to discuss a plan to work against the people that betrayed him in secret as an act of revenge.

Once discussed Frank walks away and says to the camera (talking about his wife) ‘I love that woman… I love her more than sharks love blood’. This stands out quite a lot as although it is a display of affection, he uses sharks loving blood as his reference of how much his wife means to him- the idea that shark’s food or bait measures close to his wife Claire. This being quite a masculine form to express something personal to him.

 

The storyline then shows Zoe Barnes researching and looking into Frank Underwood which then smoothly leads into her showing up at his house late in the night. As he argues with her to leave, she shows a photograph of him ogling over her from a previous event, to persuade him to let her in to discuss a possible work deal. Once being allowed into Franks house she is seated and begins to show a large amount of her cleavage to almost seduce him into getting what she wants. This links to the idea of a woman using and objectifying her own body to receive what she wants. She makes a proposition of him giving her inside information about the president’s new bill that is confidential at that moment, whilst keeping his identity a secret.

Frank does not straight away agree to the proposition and asks her to leave so he can think about whether he would like to work with her.

 

The series then goes to the character of Peter Russo driving with another woman in his car, which is not his girlfriend Rachel Posner! He is then pulled over by the police and accused of driving under the influence of alcohol after showing signs of this clearly.

Later that night he is bailed out of prison by Rachel and let off with a warning for the crime he committed.

 

Frank then contacts Zoe Barnes and agrees to working with her and gives her the information about the education bill from the president.

After his meeting with Zoe Barnes, Frank has a meeting with Peter Russo and begins discussing the incident of him previously being arrested for driving under the influence. Frank then starts to list all of Peter’s previous criminal activities as an act of bribery for Peters full loyalty to begin working for Frank.

 

The series then begins focusing on Zoe Barnes in a conversation with her boss (that previously didn’t know her name) showing her appreciation for the work she has completed as she shows him and other workers the information about the presidents education bill that she previously received from Frank.

It is then finished with Frank and many of the other characters reading the newspapers about the president’s education bill that will now be seen by everyone, even though it was very sensitive and private information. This then causes chaos and panic within the president’s office but enjoyment for Frank Underwood.

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Notes from Textbook:

House of Cards was broadcast with no commercial breaks or advertising, meaning it was not under the pressure that commercial broadcasters are to spread episodes over time to regularise and sustain the audience’s attention

 

House of Cards provides an example of how the audience has changed in the online age. The online audience should not be measured as viewers in a traditional sense, but as subscribers. Attitudes to watching this example of the long-form TV drama illustrate the way in which the consumer subscribes to it in order to discuss it and share the content.

 

Media Language:

The form and content of House of Cards is affected by the nature of its release and ownership. The result is that Episode 1 displays some challenging features.

 

Political, Social and Cultural Representation:

Frank Underwood also plots with the press, revealing information on an exchange basis, thus reflecting a reality between politicians and the media. This representation is exemplified in the revelation that a congressman has been arrested for drink-driving and a false alibi has been created- setting up the theme of politician scandal.

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Economic Contexts:

An economic context is the reduction in cost of technology such as...

• CGI allowing visual effects even within television budgets

• drones allowing aerial photography at much lower budget levels

• high-definition digital cameras that can reproduce film-quality visuals, removing the need for the distinct studio video and exterior filmic camerawork 

Developments  in streaming rely on economic context like the declining cost of computing power, political contexts such as the political drive to create high-speed broadband connections and the cultural context of changing attitudes to what constitutes television. Streaming as a technology allows....

• programmes to be made without obvious segmentation in order to fit advertising breaks

• less adherence to rigid programme lengths

• less need for traditional narrative elements of weekly dramas such as 'previously on' sections and cliff-hanger endings as programmes can be watched as a complete series

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The Role of Intertextuality- Cultural Contexts:

The postmodernism of the 1900's in film, advertising and television has established intertextuality as culturally expected in much television drama. The extra complexity that intertextuality brings to a narrative can help meet the cultural expectation of quality in long form television drama. 

On the other hand, the need to both reflect the national context and appeal to international audiences may limit the opportunities for intertextuality in non-English language long form television drama.

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Viewpoints and Ideologies in Media Language:

The prime contexts influencing media language in television drama may be such ideologies as...

• Individualism 

• Consumerism

• Patriarchal 

• Racism and Ethnocentrism

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