Erins Media Studies Blog

Intro What is the purpose of any media product? To make money. Film industry used to be female dominated then it got a lot more popular and men became dominant realising they could make money from it. "Classical Hollywood narrative" - The assumption the audience is stupid so everything needs to be pointed out. Emphasis of spatial continuity - The audience always knows where they are at any time. Emphasis of temporal continuity - The audience always knows on what order the events have transpired and any flashbacks and so forth will be clearly signposted Film must be realistic and not make reference to other filmic and popular texts Key terms The Studio system - Production - Making a media product Distribution - Giving something out Conglomeration - A conglomerate is a corporation that consists of a group of businesses dealing in different products or services. Conglomeration is the process of a conglomerate being formed. e.g. Disneyland, Disne...

Advertising and marketing mock exam Section A - Analysing media language and representation Short answer questions Name three of Barthes's semiotic codes [1] -  Hermeneutic - Proiaretic  - Symbolic Briefly  define 'modes of address' [1] - The way a media text speaks to the audience. The way it conveys the ideologies of the text. Briefly  define 'lexis' [1] - The language used in the media text . Which  two  theoretical perspectives have we studied that can be 'credited' to Stuart Hall? [2] - Representation - Reception theory Media language How can media language communicate multiple meanings? Make reference to at least two of the following; the  Tide  print advertisement (1950's), the  WaterAid  audiovisual advertisement (2016) and the  Kiss of the Vampire  (1963) film poster. In your answer you must: Consider how genre conventions create meaning Consider how audiences can...

Coca Cola Advert Dominant - Coca cola is a relaxing, fashionable, luxurious, social drink which makes you feel and look good.   Preferred reading - View Coca Cola in a positive and luxurious light. Oppositional - Unhealthy drink which they're trying to hide with glamorous half naked stereotypically beautiful women. reinforces patriarchal hegemony. Sex sells. Lazy drink. Negotiative - Coke is glamorous and a cool drink however it is bad for you and doesn't make you attractive. Coke is good but doesnt make oyu higher class. women are attractive but coke is gross. Advert is sexist but we drink coke anyway and don't care.

Active audience theories Adidas Advert -  Model didn't shave legs The model didn't shave her legs which was going against widely selected hegemony about social etiquette. She received rape and death threats for being unshaven which was an expression of power by men because they were upset with this. She broke the stereotype of hegemonically 'being a lady'.  Money Supermarket Strut He is breaking the stereotypical hegemonic code of male attractiveness and gender roles. People feel 'strange' seeing it because it goes against the norm.

Paragraph structure 1. Introduction     - Definition (Key terms: genre, ideology, audience)     - Argument - Definite point of view e.g. media products offer multiple meanings to attract different audiences to the product and this benefits the producer     - Context (Background information on media texts) 2.Point    Evidence    Analysis/Argument  ^x however many 3. Conclusion - Answer the question. Stay on topic. Link each point back to the question. - Use correct terminology/media language - Cover key theories and topic points - Analyse don't describe  How to structure an essay: 1) Read the question, underline key terms 2) Gut reaction - whats your oppinion 3) Plan on the answer paper. Intro, conclusion, 3+ paragraphs about a specific point each 4) Intro - CDA (context(background info), description(define key terms), argument(I shall argue ) 5) Paragraphs PEAT, Point (your topic for the paragraph),...

Cultivation Theory - George Gerbner  Manipulation through mass media Cultivation - Prolonged and heavy exposure to TV cultivates (grows/develops) "a view of the world consistent with the dominant or majority view expounded by television." Happens over a long period of time. TV presents a mainstream view of culture and society ignoring everything else. In doing so, it distorts reality.  Heavy television users are therefore more likely to accept this edited and distorted  view of reality. Repeat usage. Issues: - Only looks at repeat users - not everyone excessively watches - Similar to the hypodermic needle model - Theory made in 1970's when there was only 3 channels, with the amount of media now it applies less

Media effects - Albert Bandura Manipulation through mass media Hypodermic needle theory -  Passively inject an audience with ideology of the media product Instant

Advert Analysis Background:  Procter & Gamble launched Tide in 1946 - traditionally heavy usage washing. Became a brand leader in America and remains a leading brand. Marketing research revealed that P&G was a trusted company so they put their name in lots of their adverts. Used radio and print adverts to build familiarity - continually used the 'loved' and 'adored' ideology of their mascot the housewife. Very wordy. Gives across a lot of information whereas nowadays adverts are blunt and straight forward.  Catchy slogan to appeal to the target audience. Ubiquitous smile to reinforce ideas that product is amazing - hugging box with love hearts. A symbolic code is shown in use of red because the red  text implies passion which links with the exaggeration of the love for the product. 'You women' - very specific target audience. Proairetic code is shown within the description of the product and it's properties. Emphasis on the positive superl...

The producer decides who to sell the product to The audience buys the media product ? Sell to a demographic - stereotypes McDonalds pickle advert Demographic - Young families,  Working class McDonalds is relatable to younger people  Ideology - love, caring, respect, 'above and beyond' Stereotypical romantic gesture  If you watch too much TV you become mindless, If you watch too much TV/go online/watch YouTube you may get negative body image, Television/YouTube/Video Games are all forms of mass media. Mass media - media reaching mass audiences KEY THEORIST : ALBERT BANDURA - MEDIA EFFECTS Manipulation through mass media Hypodermic needle theory -  Passively inject an audience with ideology of the media product Instant KEY THEORIST : GEORGE GERBNER - CULTIVATION THEORY Manipulation through mass media Cultivation - Prolonged and heavy exposure to TV cultivates (grows/develops) "a view of the world consistent with the dominant or majority ...

Why is media studies so obsesseed with audience? - Media products exist to be sold, must make the audience want to buy it to get money. - Interested in difference audience reactions to media text Around 1940's media products became more important because the Nazi party used lots of propa ganda to influence their audience.  Target Audience - The specific group the producer tries to captivate with their media product Primary Audience - The first/main audience the product is targeted at Secondary Audience - The second audience group considered by the producer marketing a media text T. A. P. TEXT AUDIENCE PRODUCER Producer ---> Producer encodes text ---> Text ---> Audience decodes text ---> Audience Now there may also be a link between audience and producer due to social media  Michael said edgy older teenagers play pokemon - therefore I am edgy B) Targeting - Producer focusing on a specific group/target audience Attracting - How the produ...

Exam Structure Three components 1 - exam worth 35% 2 - exam worth 35% 3 - coursework 30% 1A Analysing media language and representation Adverting, marketing, newspapers, music videos Two questions - Unseen media product - Comparing representation of product to something you've studied 1B Understanding media industries and audiences Advertising, Marketing, film, video games, Two questions - Industry - Audience Exam info: Component 1A: Analysing media language and representation - Kiss of the Vampire print poster - Tide print advert - WaterAid audiovisual advert Component 1B: Analysing media industries and audiences If advertising comes up - only about audience - Tide print advert  - WaterAid audiovisual advert

What is narrative? Narration - Process of telling a story (narrator = story teller) Narrative - The way in which a story is told Archetype - Another word for stereotype - something that crops up again and again Todorovs narrative triad Equilibrium - state of balance Disequilibrium Partial reparation of equilibrium The "limminal period" is the period where everything is disrupted Advantages: - Can apply it very simply  - Use it on a macro and a micro level - Very flexible theory Disadvantages: - Not universal, no guarantee all narratives follow this structure - Very simple and straight forward Single strand narrative - When a media product has one plot/story/set of happenings Multi strand narrative - A media product which contains multiple narratives (do not necessarily have to meet up) Rick and Morty - "The Wedding Squanchers" - Equilibrium. Normal life - they get invited to the wedding. - Disequilibrium. Tammy is a secret agent -...

Narratology - Tzvetan Todorov  Todorovs narrative stages Equilibrium - state of balance Disequilibrium Partial reparation of equilibrium The "limminal period" is the period where everything is disrupted

Kiss of the Vampire (1963) Horror genre - Vampire subgenre British horror film   Disequilibrium: The bats are used as a symbolic code for vampires and horror. The fact it is biting the woman shows that they are in power and she is trying to escape and protect the man on the floor from their presences. Her stance is a symbolic protective gesture - raising her first to the bats only to be bitten to protect the man beneath her.  Hermeneutic  code  is that we are presented with a clutter of confusing characters archetypes. Representation of women - sexualisation. Male gaze theory - woman exposing her neck and breasts. The use of connotive features - The dark castle is implied as the setting for the film (why would it be included otherwise?)  - The use of costume  - Dramatic gestures and expressions connote conflict  The element of time - Gothic horror and Romance were popular - Women portrayed as weak socially ...

Learning Conversation What do you think has gone particularly well so far this year? What are your strengths? - I think I have been able to keep up with the lessons and complete the work set to a high standard - Analysis, Punctuality, Commitment, Perseverance  What is stopping you from achieving your goals? What threats might you face,  (for example not enough time, lack of organisation, pressure from other subjects...) - Lack of organisation with homeworks/Not planning my time to include homeworks Identify 3 specific targets for yourself for the rest of this year. They can be both academic and organisational goals. - Hand in every homework the day it is due - To achieve high grades in all subjects - Manage social, work and school life effectively  What grade do you want to achieve in media studies? - A  Do you have any suggestions about the course? - No

Here is what I will be looking at in each advert type: Repertoire of elements Modes of Address  Ideology Representation, including use of Stereotypes Charity Advertisement 1.  2.  Sad and serious tone with lots of  rhetorical questions and i mperative language. Makes the audience feel guilty. 3.  To inspire someone to do something for the benefit of the charity and to help those less fortunate than themselves. 4. Represents the underpriveledged and poor. Stereotypical adverts include starving poor african children. Uses distressing imagery,  empathy and sympathy to get the audience to feel their pain and be inspired to help make a change.   Middle class n arrative overtone, emotional slow music. High-End Clothing Advertisement 1. 2. Serious but enticing voice with rhetorical questions and lexis implying improvement and satisfaction.  3. To make the audience disatisfied with their current situation and buy their product to imp...

Genre (Repetition and difference) - Steve Neale Why does it exist - to help classify and provide a shortcut for producers and viewers Benefits - shortcut,  Disadvantages - Puts many items in one box, umbrella statement Neale believes that genre is essentially instances of 'repetition' and 'difference'. He suggested that texts need to conform to some generic paradigms to be identified within a certain genre - but must also subvert these conventions in order not to appear identical.

Genre and intertextuality Genre - A type of media product governed by implicit rules that are shared by the makers of the product and the audience for it. Genre paradigms - also known as genre conventions are aspects of media text (for example mise-en-scene and editing) that demonstrate to the audience what genre the media product is. Iconography - The familiar signs of a genre Genre is more complicated than it first seems - every genre has multiple subgenres and hybrid genres. Subgenre - Small section of a bigger genre, more specific. A genre within a genre. Hybrid genre - Two or more genres spliced together Video game genres: FPS RPG JRPG MOBA Sidescroller Platformer Strategy Adventure Action Story Sports Indie? Triple A? Simulator Resource Management Arcade Intertextuality - The shaping of texts meaning through referencing or alluding to other text. Expands the target audience by bringing in references from other genres, this makes it more relatab...