Index

1) Introduction to Media: 10 questions

2) Media consumption audit

3) Language: Reading an image - advert analyses

4) Reception theory

5) Semiotics: icons, indexes and symbols

6) Genre: Factsheets and genre study questions

7) Narrative: Factsheet questions

8) Audience: classification - psychographics presentation notes

9) October assessment learner response

10) Audience theory 1 - Hypodermic needle/Two-step flow/U&

11) Audience theory 2 - Bandura and Cohen - moral panic

12) Audience theory: Media Effects factsheet

13) Industries: Ownership and Control

14) Industries: Hesmondhalgh - The Cultural Industries

15) Industries: Public Service Broadcasting

16) Industries: Regulation

17) Industries: Brand Values and Lines of Appeal

Brand values task 100-10-1

Apple:

1.

Apple is a technology based brand which is known for being a part of rich, luxurious lifestyles. This is because Apple's products are highly priced for their high quality goods. Apple know that customers would keep coming back to them regardless of how much they increase their prices as they have created a positive brand image for themselves and customers mainly come to their for their quality and easily usable devices rather than cheap prices. It could also go under Dyer's category of happy families as Apple have a broad target market and majority of people use their devices as they are easy to use.

2.

Apple's main focus is producing high quality products. 

3.

Successful 

Audi:

1.

Audi are a well-known vehicle brand that would fit under Dyer's category of rich, luxurious lifestyle as they are a high end car company that are typically driven by people in a good job and are a quite well-off. Audi are known for their attractive appearance as their cars are nice to look at and tempting to drive and they are also known for smooth, relaxing drives because of the way the car is designed. They could also go under Dreams and Fantasy as their products aren't at a price that everyone could afford but a lot of people want it.

2.

Aim to produce advanced technology cars so customers have the best experience. 

3.

Comfort

Tesco:

1.

Tesco are a very popular supermarket in the UK who would go under Dyer's category of happy families as everyone wants to belong to them and the products sold at Tesco's is suitable for all types of people as they have a variety of things from nappies to makeup. Tesco aim to sell their products at affordable prices which are lower than the rivals but in a way that they still make profit out of it.

2.

Sell their products at the best prices so customers come to them.

3.

Affordable 

Media and Audiences -The Effects Debate 

1.

- I don't play violent video games but I do watch films that contains violent scenes. I'm not a violent person but I can come out quite aggressive when I'm not in the best mood or if something I don't like happens.

- Yes, I have made purchases sometimes by seeing products being advertised online or on TV.

- I have watched documentaries about the effects of plastic being dumped and not recycled properly which has made me more aware and want to reduce my use of plastic.

2.

- Direct Effect Theories

- Diffusion Theories

- Indirect Effect Theories

- The Pluralist Approach

3.

It was claimed that listening to Marilyn Manson caused teenagers to open fire in a high school killing students and teachers.

4.

It was a shooting that took place in a high school that left students and teachers lives at risk due to things such as students feeling like they don't fit in, acceptance of gun ownership, hopelessness caused by living in an area where unemployment was high. However they found that the student(s) listen to Marilyn Manson who is a metal rock artist and blamed his music for influencing the student. 

5.

- The ease of access to firearms and the social acceptance of gun ownership

- The alienation felt by teenagers who felt as though they did not fit in

- The hopelessness caused by living in an area where unemployment was high and was economically

disadvantaged

- The general desensitisation caused by access to a range of violent images: film, TV, the news, the internet

6.

Gerbner's Cultivation Theory is more about how media affects attitudes rather than behaviour. This theory suggests that any one media text doesn't have too much effect but repeated exposure would start to have an impact on audience and give them certain ideas whether it is good or bad things being shown or represented. 

7.

This article links to Cultivation Theory as it shows how 5 year old's are spending too much time on phones and apps. Shows how kids are addicted which would change their attitude towards society and communicating in real life.

8.

Some artists or films and even video games are blamed for influencing people to act in a violent manner; especially younger kids. For example, Child’s Play or Marilyn Manson.

9.

- Hypodermic Needle Syringe Theory
- Cultivation Theory

10.

Love Thy Neighbour appears to many modern viewers, racist and offensive. What was acceptable as the topic for comedy some decades ago, no longer is.

11.

• the dominant reading

- an acceptance of the intended meaning

• a negotiated reading

- a broad acceptance of the intended meaning but with

some personal modification

• an oppositional reading

- an understanding of the intended meaning but a rejection

of it in favour of one created by the individual

Genre

Fact sheet 03 - 

1. 

Someone sitting behind a desk is not genre specific. However, if you add high-key lighting, a modern mise-en-scene and a screen behind the character at the desk and the combination of media languages creates an image associated with news broadcast.

Another example would be Star Wars and Star Trek as they use recognisable iconographies of Science Fiction such as; outer space, space ships, alien characters, laser guns, high tech devices...

Newspaper genres are usually always identifiable as well. The tabloid of a newspaper always looks a particular way and the genre of a text is usually identifiable by the appearance; the way they've styled the page and the tagline on top.

2.

The  genre can also be indicated by the way the story is told through its narrative and plot. Some genres have a particular story-line, for example, soap operas and sit-com's usually have a story-line in which one of the family members is having to deal with a domestic situation e.g. the boss is giving them trouble at work. However, it would be dragged out more in a soap opera as there will also be other story-lines they are dealing with at the same time, whereas, in a sit-com this could either be an ongoing issue or it could be sorted out within a 30 minute episode. 

Although the plot in these 2 genres can be very similar, the narrative would be very different as they both use different narrative codes. Sit-com's tend to be episode narratives whereas soap opera conventions is to use an open ended, multi-strand narrative structure.

3. 

In an Action movie, the hero is usually isolated from other characters as they are sent on missions on their own, whilst the heroic character is amongst a group of people in a disaster film. They all usually have specific traits which helps resolve the problem as a group.

An example of a disaster film would be The Day After Tomorrow where a father has two goals, one to persuade the government to act on his advice and another to rescue his son. In both plots he accepts help from others e.g. accepting information from other scientists or letting his colleagues accompany him as he travels to New York where his son is trapped. 

The representation of heroes is a part of the codes and convention of the genres. 

4. 

- Period or Country 

- Director/Star 

- Technical process 

- Style 

- Series

- Audience 

Each of these have their own 'shared characteristics' in the media language, plots, narrative structures, characterisation and in the values and ideologies they conform to. 

5.

1 - Use prior knowledge of the genre to anticipate whether or not they are likely to enjoy the text; helps when selecting a media text whether it is a lifestyle magazine or a film or a television programme. 

2 - They're able to compare a text through its shared characteristics with another. If you describe a TV show to someone who hasn't watched it, you are likely to define its genre then clarify what other texts it is similar to. 

3 - Use own knowledge of genre to reject a text. There will be genres that audiences' actively dislike and therefore will avoid accessing texts we assume to hold those characteristics. 

6.

1 - Production: Genres are templates that media producers can follow, e.g. to produce a sit-come there a certain 'rules' that must be followed. This makes it easier for the writers and producers as they don't have to invent things from scratch. 

2 - Attracting an Audience: some genres have loyal fan-bases, for example people would try out a new sit-com simply because it is a new sit-com; this can help media producers minimise the potential for failure. 

3 - Marketing Texts: Film trailers which usually attempt to clearly define the genre of the film and then show as many of the codes and conventions in the trailer; this acts to attract fans of the genre and set up the expectations of the film.  

Fact sheet 126 - 

1.

- Avengers Assemble (2013)

- Superman

- Chronicle

- Super 

- Scott Pilgrim

2.

- Superman

- Batman 

- X-men

3.

15 General Questions: (Bend it like Beckham)

1.

It is a popular British film that I have watched several times. 

2.

I came across it through word of mouth. 

3.

Shows diversification, unique as not a lot of British films star Asian's as their main characters; aimed at a different target market.

4.

Drama and Comedy

5.

These two are my favourite types of genres as it constantly keeps audiences entertained and makes them want to repeatedly watch the film. 

6.

The film uses stereotypes to drive the story-line and then challenges it as the story progresses, has elements of feminism and covers equality both race and gender wise. Includes romance and has a love story within the main plot.

7.

It is typical to have a happy ending, however the story itself isn't something you'd usually see being featured in all films.

8.

I expect a narrative twist, social message (even if it's something small), humour

9.

Classified as a drama/comedy film. 

10.

11.

The drama when the main character faces problems that she needs to overcome. Comedy comes in with the humorous comments in-between majority of the scenes. It might seem humorous to some people if they could relate to it. 

12.

The main genre that is carried out throughout the film is drama as there is the main aim for the main character, the obstacles that get in the way and she needs to overcome during the climax and the conclusion once everything has been resolved.

13.

Elements of Comedy goes missing during the serious scenes e.g. when she is trying to overcome the problem, during the climax...

14.

Although romance isn't one of the listed genres for the film, it is being portrayed in parts of the film.

15.

The location was realistic as it was based around Southall where loads of Asians are known to live.
The costumes they used also matched the types of characters they were trying to portray.

Mode of address:

1.

The main target audience would've been Asians and young people from London as those were the types of people being shown in the film. 

2.

I fit into both the above categories so I found it relatable and entertaining to watch something that I am familiar with in a more comical form. 

3.

A working class Asian who still values traditional beliefs whiles also taking interest into the western world. 

4.

Working class, teenager or the parent. Asian background, most likely living in London or a similar city. 

5.

Drama, realism, humour that relates to everyday things. 

Relationship to other text:

1.

Refers to football; matches that are aired on TV e.g. premier league

2.

Bride and prejudice 

3.

Main character is an Asian, includes drama.

4.

The main story-line is different as Bend it like Beckham is more about an Asian woman being more stronger and coming out in the western society through her passion for football which girls aren't typically thought to play. 

Audience Theory 2

1.

The media has had a massive influence on people over the years especially through social media. Violence and crime isn't the only thing that people are influenced to took part in. But people are also influenced to follow certain beauty trends, dress a certain way or even act in a certain manner. The more popular things like social media become, the more anti-social people become as they don't feel the need to see each other in real life to communicate. People may also have competition through things such as video games; mainly violent ones and this would make them build hate towards another person and the violence they see in the games may be repeated by them in real life when they see their opponents in video games as they are easily influenced by things they see often. 

2.

Social media influences the younger generation a lot these days as they fall into this thought that they must look or act a certain way to be (feel) socially accepted. There are a lot of influencer's that young people follow and look up to especially on things like Instagram. This could be a good and bad thing as some people are influenced to make positive changes and take part in positive things whereas others follow the wrong foot steps, make bad decisions and build things like depression and insecurities by seeing these 'perfect' people on social media. 

3.

The media influenced people in the 1980's to believe overpowering fear that their local preschool was actually a haven for vicious sexual abuse, driven by a Satanist agenda and brought to light only when children's memories were recovered.
It was just a fear of devil worship that was sparked by the hungry media.

People were told not to flash lights at cars with their headlights off as this is a method that gangs use to initiate their plans. Members of the gang are instructed to drive with their lights off, then follow the first person who flashes their lights (to indicate their lights are off), stalk them, and murder them.
There have been no reports about people getting murdered due to flashing lights, therefore this is just another moral panic caused by the media.

When they can't get their hands on drugs (real or fake), teens resort to getting tore up the old-fashioned way: booze. Among the ways they get drunk quickly are shoving vodka-soaked tampons in various places, the "neknominate game," or something called butt-chugging.
Teenagers drinking is true but the rest is all false, exaggerated news by the media.

Kids like to get high. And when they can't get their grubby hands on weed or meth, they're rumored to smoke things like fake pot, synthetic drugs like "bath salts," organic human waste, or ground up Smarties. Every year, a new fake drug is pumped up by the media and fretted over by parents.
This was also false information made by the news to make parents panic. Minor things like this happen very occasionally but it is not a major issue in society.

Criminals will use advanced 3D printing technology to make guns out of thin air and commit all manner of crimes. Children will do the same, leading to horrific accidents.
Technology like this has not been developed yet and media is just creating panic and a form of warning for people before hand.

4.

Technology panic is caused through the Internet according to some people however there has been no evidence to back this point saying the Internet is leading to greater issues in society than other/previous technologies did. In public policy debates they often use fear in an attempt to sway opinion or bolster the case for action.

5.

It is over-exaggerated through political debates causing more fear for people. They also suggest that it is best approached by experimentation, resilience, coping strategies etc. rather than by regulation. 

6.

The government should not have control over what people access online as it is a freedom that everyone is entitled to. Majority of people that access things online and on the Internet are aware of what they are doing and if they are doing something wrong they know the consequences. People are also made aware of most things these days and the government should mainly focus on that and make sure people are aware of such things rather than completely banning them or controlling what they browse on the internet as everyone in the Country is entitled to that freedom and if something is wrong, it should not have the right to be up on the internet and should be taken down to protect people. 

7.

The Cultivation Theory suggests that the more you view things on TV or online, the more susceptible you are to media messages and the belief that they are real and valid. Heavy viewers are more exposed to things like violence which means these things would be applied in their real life as well; this is called mean world syndrome. 

8.

Heavy internet use is becoming a big issue in today's society amongst nearly everyone regardless of age or class. Although it does come in handy it is more convenient to get a lot of things done online as everyone has such a packed day, we are starting to lose traditional values and furthermore people hardly socialise face to face as they just text or video call their friends or family if they want to talk and they're also able to get things such as shopping done from wherever they are so they don't even need to bother going out to shops. Reduction in going out can make people less fit as they aren't moving around as much however studies show that drinking and smoking by younger people has reduced compared to the previous years as youngsters don't go to social events as much anymore.

Psychographics group: Explorer

Name: 

Peter and Mary

Where do they work/study:

- University or gap year
- Part time job
- Apprenticeships

What do they do in there spare time?

- Travel
- Work
- Shopping
- Attempting new things that come out

What newspapers/magazines do they does your group read (if any)?

- Vogue
- Online subscriptions e.g. snapchat

What TV shows/programmes do you watch?- Radio stations
- TV package- Freeview or sky films?- Netflix
- ITV
- Shopping channels
- Documentaries

what technology do they own? websites do they visit?

- The typical iPhone/Macs
- Netflix
- Instagram

Audience Theory

Hypodermic Needle Model:

1.

This article links to the hypodermic needle model as it shows how people are influenced by the video games they play and how it effects their real life activities. This shows that the media injects information into the audience head which may lead to dangerous effects on them

2.

This shows that playing video games influences anti-social behaviour and by kids playing video games all the time they begin to treat real life the same way. Being on it all the time makes them build advanced skills and this article the kid used it in a negative way to do fraud. 

Two-step flow model:

1.

The two-step flow theory relates to today's society as many people are influenced by seeing what other people do. The media nowadays also consists of what other people post and do with their day to day lives; i.e. social media. People are inspired by what other people to do and tend to do the same things; especially celebrities. 

2. 

This Youtuber is a good example of the two-step flow theory as he posts videos often because a lot of people watch his videos. He does collaboration videos with different people and once his viewers see these new people and if they enjoy their entertainment they would also subscribe to them and begin to follow their footsteps. 

3.

These tweets fit the two-step flow model as they are all from celebrities/well-known pages. This means everything they post reaches out to a lot of people and some of those people would be inspired by them in a positive or negative way. For example, some people may choose to follow their fashion trends. 

4.

Jamal Edwards is a good example of the two-step flow theory as he posts videos of other peoples work and once people see this they would also be interested in doing the similar things and be influenced by this. He could be seen as an Opinion Leader as he influences how the audience react to media.

Uses and Gratifications Theory:

1.

Diversion: Harry Potter would be an example as people could watch this as it is out of the norm and could be a method they use to get their mind off the outside world. 

Personal Relationships: Soap Operas such as Eastenders would be a good example of this as audience watch these people on TV on a regular basis and they build a certain feeling towards them; typically either hate or sympathy as they get so used to constantly watching them, they begin to feel like they exist in their day-to-day life. 

Personal Identity: People watch soap operas,documentaries or read lifestyle magazines as they find relatable things in them and makes it more interesting for them. They find entertainment through comparing their life to another character or persons. 

Surveillance: People use surveillance as they find out information that is useful for living through this. Examples of this would be the News or the Weather forecast as it helps them stay updated about things around the real world rather than just entertainment. 

Dependency Theory:

1.

Majority of audiences around the World have become dependent on the media as it plays a part on everything that happens on a day to day basis and people even use the media to find out things such as the weather or to keep up-to-date with the latest show-biz.

2.

Over the years people have become a lot more dependent on media; especially social media as a lot of things revolve around it. Although this means technology is developing, communication is lacking and people spend less time with each other as they can just communicate through social media which influences anti-social behaviour. 

3.

The main type of media I consume would be social media. There are both pros and cons of this as it helps me keep in touch with my friends when I can't see them face to face or find out what's happening around the world. However it does also have a negative impact on young people as a whole as there are a lot of influencer's on social media who make young people believe they should look or act a certain way which makes us feel self-conscious about ourselves and make us want to follow their footsteps so that we can fit in and be socially accepted. 

Narrative

1.

An example of a film that used Todorov's narrative is Titanic.

2.

1 - Have the actor open the curtain, show the sunrise, paperboy drive by, show time on the clock, breakfast, birds humming, actors costume; pyjamas

2 - Red buses, sign boards indicating location, London accent, telephone booth

3 - Olden day buildings, costume, difference in dialogue, old cars, less use of technology

4 - Wedding ring, mention them whiles speaking, phone lock-screen
5 - Build up tension, reveal unexpected changes, plot twist, take time to reveal the main event.

3. 

John McClane, Tyrone Power, James McAvoy

4.

A hero and villain are binary oppositions.
An example of a villain and hero is Batman and The Joker

5.

6.

Drama's or soaps tend to have a sentimental, sympathetic touch.

Horror films create suspense and fear.

Thriller and Action films create suspense, tension and excitement.

7.

Overarching Narrative - The Serial 

Mixed Narrative  (episodic and overarching)

Multi strand overlapping narrative - the soap narrative 

Narrative and other media forms

8.

Problem and resolution is crucial. They set up a problem then immediately introduce their product as a solution to create a swift resolution. 

Reception Theory

Reebok ad:

In the Reebok advert, the brand has used a black celebrity who has been shot 12 times and is now very well known through his rap career. The hegemonic reading for this advert is that you still have other chances in life and Reebok will be with you through these opportunities. Brands don't usually tend to use people with a bad past/criminal record to promote them but Reebok has beaten the stereotypes and done this which connotes that the brand is for everyone regardless of your background or your rough past. However, this could be seen as a bad thing to some audiences' which is known as counter hegemonic reading. This is when the audience don't get a different idea to what the producers trying to imply. For example, some people may take it as the product is only aimed at ex-criminals or think it is only for black people as they have used  a black person to promote the brand; this way it would seem like the brand is only selling to a specific niche market and they'd lose customers this way as this is not the message they're trying to get through. A negotiated reading could be that the product is aimed at a broad market and Reebok is opening arms even for those that are usually neglected by society; in this case - criminals or those with a criminal past. Some audiences' may not even know about 50 Cent's past and would just assume this is a brand trying to use a celebrity to promote their brand and would mainly get the message trying to be conveyed through the quote on the side.

Dulux ad:

In the Dulux advert, they have used bright red as the main colour and have painted the outline of a Christmas tree using the paint. The hegemonic reading for this advert would be that it is a perfect seasonal purchase so that you can paint your house in a Christmas colour and the product brings joy and festivity to the house. However, it could be conveyed to some as it is only for those who celebrate Christmas and it is suitable for anyone who wants to paint their house. This would be a counter hegemonic reading as this isn't the message the company wants to get through and they have only used Christmas as it is a seasonal advert and it came out around that time. The negotiated reading could be that this a seasonal advert and they are using a Christian tradition in the advert as this is a Christian Country. 

Audiences' are free to interpret whatever they want from adverts as companies can't change how people think, but it is all about how a brand promotes themselves in an ethical way without offending anyone. These two adverts are representations to show that a simple image, lighting, colour or choice of person used in an advert can go a long way and can connote a lot of things to the audience. Some audiences' are able to understand the message that the producers are trying to get through; hegemonic reading. Whereas others are more critical or just don't see the positive side of the advert or the message that the producer is trying to get through. Some audiences' may find minor things offensive that the producer didn't pay attention to before releasing the ad and this would create a bad image. This is known as counter hegemonic reading. Although you could see the positive messages being conveyed in these two adverts, you could also see why people may interpret it in a bad way as certain elements may not be clear to some audience.

Semiotics - index, icon, symbol

            Icon:                                                       Index:                                                   Symbol:
                        


          Icon:                                                  Index:                                                   Symbol:
                   



            Icon:                                                          Index:                                   Symbol:









Icon's and Index's help the audience identify what is being spoken about or represented. An icon shows literally what is; this is usually through a picture and an Index is something that relates to the topic or object; this could be done using a product or a picture of something.

Global adverts may avoid using symbols in their adverts as symbols aren't exact representations of what they're trying to show so people in other Countries may not understand what it is if it hasn't been culturally learned.


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This advert failed as they linked it to a social issue of suicide however the message didn't get through quite clearly as it would've been quite offensive to people that have lost a loved one due to suicide or someone that failed a suicide attempt. The message the conveyed was literally 'Our car's so safe that you can't even commit suicide in it'.

They have used Index in this advertisement to get through a strong message in a positive way. They have signified the message in a positive way that would grab audiences attention. They have portrayed an important message in a smart way in which it grabs audiences' attention and makes them realise the consequences just using a short slogan.