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Score CSP Research (1960s)
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An in depth research of the Score CSP for Media Studies, focusing on context.
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1960s UKWhat was life like back then?
The end of the British empire led to anxiety about Britain's place in the world and increasing
levels of immigration led to a rise in racist politics and bitterly divided communities.
Women enjoyed more freedoms than before, but still felt ignored and oppressed by male-
dominated politics and society.
What laws were passed?
An important law that had passed was that homosexuality had been decriminalised in 1967.
Where there any cultural phenomenon's?
Nowadays often referred to as the ‘Swinging Sixties’. The 1960s has gone down in history as
the years of youth, consumerism, sexuality, iconic music, fashion and rebellion; as the years
of substantial social transformation. Often seen as a decade which shook the whole world,
they still seem to attract more attention than any other period of the twentieth century.
Any iconic cultural movements/protest?
What we consider the British counterculture began in the mid-60s. There had always been a
bohemian underground, a discreet gay scene and a community of artists, but they kept their
heads down. Full employment had enabled the growth of youth culture, but many young
people wanted to be more than the youth section of the establishment. In New York, they
were the underground – it was this term we used in London, despite Fleet Street's attempt to
dub us Flower Children.
The underground was a catch-all sobriquet for a community of like-minded anti-
establishment, anti-war, pro-rock'n'roll individuals, most of whom had a common interest in
recreational drugs. They saw peace, exploring a widened area of consciousness, love and
sexual experimentation as more worthy of their attention than entering the rat race. The
straight, consumerist lifestyle was not to their liking, but they did not object to others living
it. But at that time the middle classes still felt they had the right to impose their values on
everyone else, which resulted in conflict.
The counterculture was apolitical, as far as party politics was concerned because most
politicians were seen as lying hypocrites, serving vested interests, not the people. However, it
was active in issue-based campaigns: which many of them were involved in during the early
60s, and the anti-Vietnam war campaign which grew out of that. After 1967 came
environmental issues, the gay liberation front and the women's movement.
Were any of these influential in the production and exhibition of adverts such as Score?
Adverts like Score clung to the stereotypical ideals that society had previously used for
generations, conveying ideas like men are dominant and women are submissive. However, in
the 1960s, more modern and changing views were coming out and refocusing this
perspective.
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