Revision of all subjects in media.
Revision
Advertising and marketing with Rob:
Gender and advertising
Patriarchy in advertising- adverts can be more subtle in which they present patriarchy this can be through the male gaze in which in the media it is argued that men are the 'lookers' and women are looked at- Women are there to be looked at by men, and women can be seen as objects or sex - which is objectification, hence enforcing patriarchy.
Body image- Feminism and female identity- Young woman are under pressure to judge their bodies from the outside , as men see them and to deny how their bodies feel from within; instead competing against one another for men's approval.
Binary opposites- Means Two'mutually'exclusive things that are paired against each other e.g Men vs women.
The virgin/ Whore dichotomy- according to patriarchal ideology there are only two types of women within culture- the virgin or the whore.
Stereotypes: Stereotypes are oversimplified representation of particular groups. They are often negative and not particularly helpful-e.g The ditzy blonde, The teenage hoodie.
Archetypes: Archetypes are particular character'types' that are simple to understand and so helpful for producers and audiences of media products- e.g The Romantic, The Nerd, The mother .
The Film Industry
Film Industry- regulation
BBFC-Cinema and home video releases are regulated by the BBFC (British board of Film Classification) a self regulatory body established in 1912. (They gave age ratings)
Contemporary BBFC- Contemporary age ratings e.g U, PG, 12A, 15, 18. R18, Uc
Film Genres- Romance, Comedy, Sci-fi, Horror and many more.
Genre Theorists- Steven Neale: Genres are about repetition and difference.
Why are Genres so important?- Cinemas rely on audiences finding pleasure in difference and repetition i.e recognition of familiar elements and the way those elements are linked in a unfamiliar or the that unfamiliar elements are introduced .
Andrew Tudor- A genre defines a moral and social world.
From the Spec- genre theories are about what genre theories are about and how and why they are created, endure or delone, Neale argues that genre is a process by which generic codes and conventions are shared by producers and audiences through repetition in media products.
This means genre are not fixed but constantly evolve with each new addition to the generic corpus (the body of product in a genre), often playing with genre codes and convention and or becoming hybrids with other genres.
Iconography- What you expect to physically see within a genre e.g in a western, dirt trail roads and saloon bars.
Structure- Genre films are often structured in similar ways- For example a romantic comedy may be structured around a guy getting a girl losing her then gettinbg her back
Theme- For example a gangster film theme may be'Greed will get you in the end'or'never betray your old friends'.
manner.
The Teen Movies
Iconography- locker school corridors , school desks.
Structure- A rite of passage narrative: moving from one social identity to another, child to adult.
Could manifest in change from geek to princess ugly Duckling, loser to winner (loosing virginity)
Themes they need to belong to a particular group and the importance of popularity.
Genre stages;
1. theprimitive stage, the formative stage in which the genres characteristics are first established.
2. the Classical, the genre at its peak, with generic qualitiesd refined.
3rd stage, the Revisionists, which scrutinizes and reeavaluates, often in a critical way, the conventions that typify the genre.
4.the parodic, in which the genre is satirized in a consciuosly self reflexive, tounge- in cheek manner.
Teen Movies:
Origins of the Teenager; Identified as adolescents.
Film industry Hollywood
How Hollywood became powerful- Fordism named after Henry Ford. A very efficient way of producing goods (like cars) based on;
1. Standardising the product
2. Assembly line production
Hollywood is the center of America's movie industry. It is part of the city of Los Angeles, in the Western state of California.
Vertical Integration-This refers to companies controlling all means of production, distribution and consumption.
The Big 5 studios were all vertically integrated:
They owned Production ( equipment and talent under contract)
They owned Distribution( marketing the films)
They owned Exhibition( the Cinemas)
The Big 5 studios;
20th Century Fox
Warner Bros
RKO Pictures
Paramount Pictures
Metro Goldwyn- Mayer
The Big 6- all part of conglomerates
The Big 6:
20th Century Fox
Walt Disney Pictures
Warner bros
Paramount Pictures
Colombia pictures
Universal Pictures
History of Hollywood:
In 1887 a man named Harvey Wilcox decided to sell some farmland he owned near Los Angeles. He hoped builders would put up houses there. Harvey's wife thought the name Hollywood would be nice for the new housing development. She liked the sound of the word. At 1st Hollywood was just a little town surrounded by orange trees and farms. But new technology would change it forever. Independent movie producers wanted to go where eastern producers would not make trouble for them. They also wanted to go somewhere that had warm weather and sunshine throughout the year. Hollywood was perfect. The Nestor company built the first movie studio in Hollywood in 1911. 2 years later , Cecile B. Demille produced the first long, serious movie in Hollywood. It was called "The Squaw man".
Shot types
Ls- long shot
Close up
Low angle shot
Midshot
Middle close up
Medium shot
high angle shot
Point of view
Close up shot
Over the shoulder shot
Two shot
Establishing shot
Sound
Diegetic sound- sound that belongs within the frame. The source of the sound is often but not always visible on the screen. Diegetic sound is mostly recognised by dialogue, and also includes sounds such as footsteps, a telephone ringing or the noise from a radio playing in the background of the scene.
Non Diegetic sound- sound that comes from outside the frame and is most commonly music. This is used to add tension too climax sequences, evoke emotion in a romantic exchange, set context and provide closure and so on. Music is a key sound code and can convey a great of information about the mood and the tone of the piece.
Theme songs- can be so familiar that they become iconic, representing the text or programme immediately.
Silence - can be used to create tension in the audience and create a dramatic point.
Voice over narration- where used it is important. It is not commonly used in TV dramas today as it once was. It can be used to take the audience out of action or break the sense of realism. It can also be used too give a first person perspective e.g when used to voice a characters inner emotion.
Post synchronised sound- sound that is added on during the edit.This can be diegetic sound such as sound effects or more obviously non diegetic soundtrack.
Sound effects- are usually added by a Foley operator in the edit, and can be very significant in enhancing the action.
Mise en scene
- It is a French term which translates placing on stage.
When applied to cinema and television it refers too everything that appears before
the camera and how it is placed.
Every element that makes up the image contributes to its meanings.
Advertising and audience research methods
- Secondary and Primary
- Qualitative and Quantitative
Primary- new information gathered by the researcher e.g surveys , interviews or observations .
Secondary-existing information gathered by the researcher eg reading books, online articles.
Quantitative - anything that can be broken down into numbers for data gathering ( normally done on large scale e.g surveys) Closed questions like how many? how often?
Qualitative-opinions, attitudes and beliefs to be gathered in sentence form ( normally done on a smaller scale.g interviews, focus groups). Open questions.
Audience segmentation-Demographics and psychographics. Demographics= Age, gender,ethnicity, household income ( social grading) and Psychographics- study of personality, value, opinions , attitudes, interest and lifestyle.
Distribution and cross platform Advertising
Convergence culture- We live in a world of converging media,content flows across many media platforms. Audiences will go almost anywhere in search of the kind of entertainment experiences they desire. Media agencies have had to adapt to this by working across a range of platforms and finding ways to reach audiences. This new world quite clearly frames the audience as participator, active not passive, interacting rather than just listening.
Viral advertising- refers to marketing campaigns that spread like a virus,using social networks to create a "buzz" for audience who distribute the ads themselves. Viral campaign can be videos texts snaps games and more.
Native advertising- A native advert is an advert in disguise.Native ads match the visual design they live within, and look and feel like natural content. Native ads must behave consistently with the native user experience , and function just like natural content.
Targeted advertisement- used by many online portals, including facebook whio use data brokers who provide data on users online activities. Facebook also uses life events and profiles to target their advertising. So if an anniversary is coming up the user will see advertising for rings, flowers and so on.
Shoppable tags- allows users to shop within the app without opening up a new browser, this is feature that is free too retailers. This allows Instagram influencers to monetize their posts by forming brand partenrships
News with Vanessa:
News Values
News values- News today is converged and dispersed across a range of platforms and with a range of sources/producers including audience who share the news and alter its meaning, by adding their own hyperlinks and comments. News values simply construct rather than simply accompany the gathering of news.
Galtung and ruge- these theorists that news is structured according to unspoken values rather than discovered, their key terms:
Frequency- this value is to do with the time scale of events deemed to be newsworthy.
Threshold- the size of the event that's needed for it to be newsworthy.
Proximity- how close to home the story is.
Negativity- usually catastrophes and images of violence are covered over positive news.
Predictability- Although a key convention of news is too present events as surprising, actually a lot of these are predictable.
Continuity and narrative- News involves storytelling just like fiction and its convenient for journalists to cover stories which are likely to continue over a period of time, with new events unfolding. Protagonists and antagonists and other recognisable characters will drive the narrative.
The News Industry
Ownership Key Terms- Conglomerates and oligopoly.
Conglomeration- a number of different things parts or items that are grouped together, a collection.
Oligopoly- a state of limited competition, in which a market is shared by a small number of producers or sellers
News corp- a Conglomerate that owns financial news services, wireless media ( Radio inc. Talksport and Virgin radio), Harper Collins (book publisher), New York Post, News UK
Power without responsibility ( Curran and Seaton), Widely regarded as the standard book on the British media, the phrase power without responsibility means
Media plurality- is about the information people consume on a daily basis, which informs their views and perspectives on the world. Media plurality means having a diversity of viewpoints available and consumed across the media.
why do we need it?- We need media plurality because it gives us freedom of speech and encourages us too not think in a biased way but too be open minded to other viewpoints.
5 core Principles of Journalism
1. Truth and accuracy- Journalists cannot always guarantee 'truth', but getting the right facts is the cardinal principle of Journalism. We should always strive for accuracy, give all the relevant facts we have and ensure that they have been checked.
2. Independence- Journalists must be independent voices; we should not act, formally or informally, on behalf of special interests whether political, corporate or cultural. We should declare to our editors- or the audience- any of our political affiliations, financial arrangements or other personal information that might contribute a conflict of interest.
3. Fairness and Impartiality-Stories should be balanced and add context. Objectivity is not always possible and may not always be desirable ( in the face for example brutality or inhumanity) but impartial reporting builds trust and confidence.
4. Humanity- Journalists should do no harm. What we publish or broadcast may be hurtful, but we should be aware of the impact of our words and images on the lives of others.
Stuart hall reception theory
Reception theory- This focuses on the conditions in which audience 'read' media texts, and how this contrasts with the intended meaning of the producer of the text:
1. A dominant or preferred position id when the audience takes the full preferred meaning offered by the text, and the ideological assumptions behind the messages.
2. A negotiated position is when there is a mixture of adaptation and opposition to the dominant codes . So the audience negotiates the meaning to fit their lived experience
3. An oppositional position is when the preferred reading is understood but opposed or re-drawn drawing on alternative values and attitudes. The ideological assumptions are rejected.
Hall on representation- Notes that representation is not about whether the media reflects or distorts reality as this implies that this means there can only one 'true' meaning. Instead Representation is about many meanings generated, drawing on a range of factors. Sometimes the meaning of representation is defined by what is present.absent or different. Hall describes meaning and representation as 'contested'.
Fake News
noun- false, often sensational, information disseminated under the guise of news reporting.
Echo Chambers- If we see our views on social media it is said that we can live in an 'echo chamber '- we see our own beliefs reflected back at us rather than seeing alternative viewpoints.
Online News
Curated content;
Supply led content- 'Gatekeepers' give us news that they think is important. In news this would be Editors and Journalists. An onology would be radio DJ's playing the song they want you to listen to.
Demand led content- No Gatekeepers we decide what's important. We follow people who interest us and ignore the rest. An analogy would be creating our own Spotify playlist.
Cognitive Surplus ( Clay Shirkey)- focuses on describing the free time that individuals have to engage with collaborative activities within new media.
Citizen Journalism- the collection, dissemination, and analysis of news and information by the general public especially by means of the internet.
SEO-Search engine optimised.
Click bait- Content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page.
News paper and politics
Press Freedom- This means newsmakers should seek out and circulate news , information, ideas, comment and opinion and hold those in authority to account. The press provides the platform for multiple voices to be heard- This means that newspapers are allowed to express opinions, and this includes political views.
IPSO- After 2011 phone hacking scandal involving a range of newspapers, a major report was published, by Lord Leveson. As a result a new press regulator, IPSO was set up. The aim was to ensure the press was more tightly regulated, which might have meant less freedom than under the previous system, where the press regulated itself.
Left and Right Wing-
Advertising and marketing with Rob:
Gender and advertising
Patriarchy in advertising- adverts can be more subtle in which they present patriarchy this can be through the male gaze in which in the media it is argued that men are the 'lookers' and women are looked at- Women are there to be looked at by men, and women can be seen as objects or sex - which is objectification, hence enforcing patriarchy.
Body image- Feminism and female identity- Young woman are under pressure to judge their bodies from the outside , as men see them and to deny how their bodies feel from within; instead competing against one another for men's approval.
Binary opposites- Means Two'mutually'exclusive things that are paired against each other e.g Men vs women.
The virgin/ Whore dichotomy- according to patriarchal ideology there are only two types of women within culture- the virgin or the whore.
Stereotypes: Stereotypes are oversimplified representation of particular groups. They are often negative and not particularly helpful-e.g The ditzy blonde, The teenage hoodie.
Archetypes: Archetypes are particular character'types' that are simple to understand and so helpful for producers and audiences of media products- e.g The Romantic, The Nerd, The mother .
The Film Industry
Film Industry- regulation
BBFC-Cinema and home video releases are regulated by the BBFC (British board of Film Classification) a self regulatory body established in 1912. (They gave age ratings)
Contemporary BBFC- Contemporary age ratings e.g U, PG, 12A, 15, 18. R18, Uc
Film Genres- Romance, Comedy, Sci-fi, Horror and many more.
Genre Theorists- Steven Neale: Genres are about repetition and difference.
Why are Genres so important?- Cinemas rely on audiences finding pleasure in difference and repetition i.e recognition of familiar elements and the way those elements are linked in a unfamiliar or the that unfamiliar elements are introduced .
Andrew Tudor- A genre defines a moral and social world.
From the Spec- genre theories are about what genre theories are about and how and why they are created, endure or delone, Neale argues that genre is a process by which generic codes and conventions are shared by producers and audiences through repetition in media products.
This means genre are not fixed but constantly evolve with each new addition to the generic corpus (the body of product in a genre), often playing with genre codes and convention and or becoming hybrids with other genres.
Iconography- What you expect to physically see within a genre e.g in a western, dirt trail roads and saloon bars.
Structure- Genre films are often structured in similar ways- For example a romantic comedy may be structured around a guy getting a girl losing her then gettinbg her back
Theme- For example a gangster film theme may be'Greed will get you in the end'or'never betray your old friends'.
manner.
The Teen Movies
Iconography- locker school corridors , school desks.
Structure- A rite of passage narrative: moving from one social identity to another, child to adult.
Could manifest in change from geek to princess ugly Duckling, loser to winner (loosing virginity)
Themes they need to belong to a particular group and the importance of popularity.
Genre stages;
1. theprimitive stage, the formative stage in which the genres characteristics are first established.
2. the Classical, the genre at its peak, with generic qualitiesd refined.
3rd stage, the Revisionists, which scrutinizes and reeavaluates, often in a critical way, the conventions that typify the genre.
4.the parodic, in which the genre is satirized in a consciuosly self reflexive, tounge- in cheek manner.
Teen Movies:
Origins of the Teenager; Identified as adolescents.
Film industry Hollywood
How Hollywood became powerful- Fordism named after Henry Ford. A very efficient way of producing goods (like cars) based on;
1. Standardising the product
2. Assembly line production
Hollywood is the center of America's movie industry. It is part of the city of Los Angeles, in the Western state of California.
Vertical Integration-This refers to companies controlling all means of production, distribution and consumption.
The Big 5 studios were all vertically integrated:
They owned Production ( equipment and talent under contract)
They owned Distribution( marketing the films)
They owned Exhibition( the Cinemas)
The Big 5 studios;
20th Century Fox
Warner Bros
RKO Pictures
Paramount Pictures
Metro Goldwyn- Mayer
The Big 6- all part of conglomerates
The Big 6:
20th Century Fox
Walt Disney Pictures
Warner bros
Paramount Pictures
Colombia pictures
Universal Pictures
History of Hollywood:
In 1887 a man named Harvey Wilcox decided to sell some farmland he owned near Los Angeles. He hoped builders would put up houses there. Harvey's wife thought the name Hollywood would be nice for the new housing development. She liked the sound of the word. At 1st Hollywood was just a little town surrounded by orange trees and farms. But new technology would change it forever. Independent movie producers wanted to go where eastern producers would not make trouble for them. They also wanted to go somewhere that had warm weather and sunshine throughout the year. Hollywood was perfect. The Nestor company built the first movie studio in Hollywood in 1911. 2 years later , Cecile B. Demille produced the first long, serious movie in Hollywood. It was called "The Squaw man".
Shot types
Ls- long shot
Close up
Low angle shot
Midshot
Middle close up
Medium shot
high angle shot
Point of view
Close up shot
Over the shoulder shot
Two shot
Establishing shot
Sound
Diegetic sound- sound that belongs within the frame. The source of the sound is often but not always visible on the screen. Diegetic sound is mostly recognised by dialogue, and also includes sounds such as footsteps, a telephone ringing or the noise from a radio playing in the background of the scene.
Non Diegetic sound- sound that comes from outside the frame and is most commonly music. This is used to add tension too climax sequences, evoke emotion in a romantic exchange, set context and provide closure and so on. Music is a key sound code and can convey a great of information about the mood and the tone of the piece.
Theme songs- can be so familiar that they become iconic, representing the text or programme immediately.
Silence - can be used to create tension in the audience and create a dramatic point.
Voice over narration- where used it is important. It is not commonly used in TV dramas today as it once was. It can be used to take the audience out of action or break the sense of realism. It can also be used too give a first person perspective e.g when used to voice a characters inner emotion.
Post synchronised sound- sound that is added on during the edit.This can be diegetic sound such as sound effects or more obviously non diegetic soundtrack.
Sound effects- are usually added by a Foley operator in the edit, and can be very significant in enhancing the action.
Mise en scene
- It is a French term which translates placing on stage.
When applied to cinema and television it refers too everything that appears before
the camera and how it is placed.
Every element that makes up the image contributes to its meanings.
Advertising and audience research methods
- Secondary and Primary
- Qualitative and Quantitative
Primary- new information gathered by the researcher e.g surveys , interviews or observations .
Secondary-existing information gathered by the researcher eg reading books, online articles.
Quantitative - anything that can be broken down into numbers for data gathering ( normally done on large scale e.g surveys) Closed questions like how many? how often?
Qualitative-opinions, attitudes and beliefs to be gathered in sentence form ( normally done on a smaller scale.g interviews, focus groups). Open questions.
Audience segmentation-Demographics and psychographics. Demographics= Age, gender,ethnicity, household income ( social grading) and Psychographics- study of personality, value, opinions , attitudes, interest and lifestyle.
Distribution and cross platform Advertising
Convergence culture- We live in a world of converging media,content flows across many media platforms. Audiences will go almost anywhere in search of the kind of entertainment experiences they desire. Media agencies have had to adapt to this by working across a range of platforms and finding ways to reach audiences. This new world quite clearly frames the audience as participator, active not passive, interacting rather than just listening.
Viral advertising- refers to marketing campaigns that spread like a virus,using social networks to create a "buzz" for audience who distribute the ads themselves. Viral campaign can be videos texts snaps games and more.
Native advertising- A native advert is an advert in disguise.Native ads match the visual design they live within, and look and feel like natural content. Native ads must behave consistently with the native user experience , and function just like natural content.
Targeted advertisement- used by many online portals, including facebook whio use data brokers who provide data on users online activities. Facebook also uses life events and profiles to target their advertising. So if an anniversary is coming up the user will see advertising for rings, flowers and so on.
Shoppable tags- allows users to shop within the app without opening up a new browser, this is feature that is free too retailers. This allows Instagram influencers to monetize their posts by forming brand partenrships
News with Vanessa:
News Values
News values- News today is converged and dispersed across a range of platforms and with a range of sources/producers including audience who share the news and alter its meaning, by adding their own hyperlinks and comments. News values simply construct rather than simply accompany the gathering of news.
Galtung and ruge- these theorists that news is structured according to unspoken values rather than discovered, their key terms:
Frequency- this value is to do with the time scale of events deemed to be newsworthy.
Threshold- the size of the event that's needed for it to be newsworthy.
Proximity- how close to home the story is.
Negativity- usually catastrophes and images of violence are covered over positive news.
Predictability- Although a key convention of news is too present events as surprising, actually a lot of these are predictable.
Continuity and narrative- News involves storytelling just like fiction and its convenient for journalists to cover stories which are likely to continue over a period of time, with new events unfolding. Protagonists and antagonists and other recognisable characters will drive the narrative.
The News Industry
Ownership Key Terms- Conglomerates and oligopoly.
Conglomeration- a number of different things parts or items that are grouped together, a collection.
Oligopoly- a state of limited competition, in which a market is shared by a small number of producers or sellers
News corp- a Conglomerate that owns financial news services, wireless media ( Radio inc. Talksport and Virgin radio), Harper Collins (book publisher), New York Post, News UK
Power without responsibility ( Curran and Seaton), Widely regarded as the standard book on the British media, the phrase power without responsibility means
Media plurality- is about the information people consume on a daily basis, which informs their views and perspectives on the world. Media plurality means having a diversity of viewpoints available and consumed across the media.
why do we need it?- We need media plurality because it gives us freedom of speech and encourages us too not think in a biased way but too be open minded to other viewpoints.
5 core Principles of Journalism
1. Truth and accuracy- Journalists cannot always guarantee 'truth', but getting the right facts is the cardinal principle of Journalism. We should always strive for accuracy, give all the relevant facts we have and ensure that they have been checked.
2. Independence- Journalists must be independent voices; we should not act, formally or informally, on behalf of special interests whether political, corporate or cultural. We should declare to our editors- or the audience- any of our political affiliations, financial arrangements or other personal information that might contribute a conflict of interest.
3. Fairness and Impartiality-Stories should be balanced and add context. Objectivity is not always possible and may not always be desirable ( in the face for example brutality or inhumanity) but impartial reporting builds trust and confidence.
4. Humanity- Journalists should do no harm. What we publish or broadcast may be hurtful, but we should be aware of the impact of our words and images on the lives of others.
Stuart hall reception theory
Reception theory- This focuses on the conditions in which audience 'read' media texts, and how this contrasts with the intended meaning of the producer of the text:
1. A dominant or preferred position id when the audience takes the full preferred meaning offered by the text, and the ideological assumptions behind the messages.
2. A negotiated position is when there is a mixture of adaptation and opposition to the dominant codes . So the audience negotiates the meaning to fit their lived experience
3. An oppositional position is when the preferred reading is understood but opposed or re-drawn drawing on alternative values and attitudes. The ideological assumptions are rejected.
Hall on representation- Notes that representation is not about whether the media reflects or distorts reality as this implies that this means there can only one 'true' meaning. Instead Representation is about many meanings generated, drawing on a range of factors. Sometimes the meaning of representation is defined by what is present.absent or different. Hall describes meaning and representation as 'contested'.
Fake News
noun- false, often sensational, information disseminated under the guise of news reporting.
Echo Chambers- If we see our views on social media it is said that we can live in an 'echo chamber '- we see our own beliefs reflected back at us rather than seeing alternative viewpoints.
Online News
Curated content;
Supply led content- 'Gatekeepers' give us news that they think is important. In news this would be Editors and Journalists. An onology would be radio DJ's playing the song they want you to listen to.
Demand led content- No Gatekeepers we decide what's important. We follow people who interest us and ignore the rest. An analogy would be creating our own Spotify playlist.
Cognitive Surplus ( Clay Shirkey)- focuses on describing the free time that individuals have to engage with collaborative activities within new media.
Citizen Journalism- the collection, dissemination, and analysis of news and information by the general public especially by means of the internet.
SEO-Search engine optimised.
Click bait- Content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page.
News paper and politics
Press Freedom- This means newsmakers should seek out and circulate news , information, ideas, comment and opinion and hold those in authority to account. The press provides the platform for multiple voices to be heard- This means that newspapers are allowed to express opinions, and this includes political views.
IPSO- After 2011 phone hacking scandal involving a range of newspapers, a major report was published, by Lord Leveson. As a result a new press regulator, IPSO was set up. The aim was to ensure the press was more tightly regulated, which might have meant less freedom than under the previous system, where the press regulated itself.
Left and Right Wing-
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