Unit 1: Media Products and Audiences

Encoding/decoding model (Start Hall, 1980) Ideology - allows the value of the media product Preferred reading - an audience generally accepts the dominant viewpoint of the story ( dominant ideology - values and beliefs). We know products are mediated - careful selection to encourage audience to think a certain thing.  Negotiated reading - Where the ideology of producers message is agreed with in general, although the message is renegotiated or picked apart by the audience, and they may disagree with certain aspects.  Oppositional reading - Where the producers message in understood, but the audience with the ideological perspective in every respect.   FHM1 Preferred meaning - is the female form, target audience being young men 16-35, seductive to heterosexual male, heterosexual female believe that is the ideal body type.  Negotiated meaning - This would be people that agree that she has a great body but would also pick things out like how it is fake or other things ...

 Give an example of a media theory that links with negative media effects?  Cultivation theory  What is desensitisation?  If we see something that is horrifying or violent and we see it more often we then become used to seeing it.  What is moral panic? An instance of public/mass media concern or 'panic' in response to a media product that is regarded as threatening to certain groups or debasing agreed moral standards with society (Stanley Cohen, 1972).  What is the uses and gratifications theory? When people use media to gratify the use of media for example escapism (movies/series/Slasher), surveillance (ITV News), building relationships (Snapchat), building identity (Instagram/Molly-Mae). 

  This is my target audience mood board for my promotional video  I have created this so my target audience is clear and easy to break down. 

 Other school of thought- we are able to filter and adapt to content in the media. We use this for our own purposes. Uses and gratification theory - that people use media for their own purposes and they are able to recognise fantasy v. reality. (Denis McQuail, 1972) - Escapism (Video games COD) - Surveillance (News channels BBC news)  - Building personal relationships (Snapchat)  - Building personal identity (Instagram)

 What type of media products today do you audiences have become desensitised?  A Clockwork Orange 1970s- 18/R 2020- 15 Halloween 1970s- 18 2020- 15 Texas Chainsaw Massacre 1970s- 18 2020- 15 IT 1970s- 18 2020s- 16  Cultivation Theory - by repetitive viewing of violent images the audience may become immune towards negative and/or violent representations, as per ideas about desensitisation (become used to graphic/violent images owing to striation in the media) aka the more it is shown the more normalised it is.  Childs Play 3 For desensitisation (copycats)(for) https://www.newsweek.com/nine-horrible-real-life-crimes-were-inspired-movie-or-novel-583828 Video game- against them being the reason. (against) https://www.apa.org/science/about/psa/2003/10/anderson The Moral Panic Theory - an instance of public/mass media concern or 'panic' in response to a media product that is regarded as threatening to certain groups or debasing agreed moral standards with society...

What do you think the term media effects means? How a media product can have an impact on an audience.  What do you think the term regulation means? Make sure that the product is age appropriate, where we can consume content and how we can access it govern by law. LO6 Media effects - refers to the influence of media exposure on people, and these effects can be positive or negative.  Media regulation - rules enforced by law across a variety of media platforms to protect audience and manage the rights of media content.  Hypothermic syringes - implies that media has a negative impact. Mass audience believe everything that they see/hear as part of the 'culture industry' (Adorno and Horkheimer. 1947)   Fortnite being too violent-    https://www.psychologytoday.com/gb/blog/going-beyond-intelligence/201811/fortnite-violent-compelling-and-sometimes-manageable - I do not believe this is an issue seems as playing violent games can help certain people relieve stress a...

 Technological converge - the coming together of different technologies into one device. Allowed media companies to provide multiple services.  Black Box devices- a device, such as a smartphone, that allows the audience to access a range of services. Prom Night   1) How can/could audiences access this product (e.g. where is it distributed)? This movie can be watched on TV, mobile phone, computers, laptops.   2) How can/could they consume the product (where can they watch/buy/listen to/read)?  This movie can be found/ eBay, On Buy.com,YouTube, Amazon Prime, NETFLIX, SONY pictures.  https://www.sonypictures.com/movies/promnigh https://www.amazon.co.uk/Prom-Night-DVD-Brittany-Snow/dp/B001D40U2U https://www.netflix.com/title/70087531?s=i&trkid=13747225 3) How has technological convergence had an impact on the advertising? 

What does the term commercial mean? It means a company that wants to make money. What does PSB stand for? Public Service Broadcasting  What is the PSB remit? Broadcasting preferred for the public benefit rather than to serve purely commercial interests. Example MTV it informs, educates and entertains.  What is below the line advertising? Examples? It is advertising that is personal to you for example if you look at website for furniture you are going to get  advertisement on other website for the product. (direct emails, leaflets etc) What is above the line advertising? Examples?  Something that is bigger such as posters or a trailer. For example a film trailer. (billboards, tv adverts etc)

 Light sensitivity - lower number the less light let in.    Blurring photos   Practice changing settings   Changing the amount of light allow into the images including changing the amplitude and blur. 

Use a standard 18.55mm lens to take regular photos.  Green A+ needs to be next to the white line.  Caps need to be on for when camera not in use.  Charge batteries.  Have the strap on for safety.  SCN special scene. Q = filters 

Hollyoaks    Above the line advertising- billboards, radio, newspapers, magazines, internet, charity (cancer research UK), bus banners  Below the line advertising- Instagram celebrities, email, competitions, TV adverts 

 Genre- Conventions and how genres are used by media institutions. Narrative- How stories are structured  Representation- Mediation (re-presentation) of age, sexuality, gender, class, ethnicity, regional identity and  understanding stereotypes.  Bellow the line advertising- personal advertising, small scale, competitions, 1 to 1. Twitter marketing of franchise films such as Deadpool to individual users usurers who follow 21st Century Fox, Instagram promotion why celebs etc.  Above the line- Radio advertising, TV advertising, banners etc.  Media research organizations - BARB, JAJAR, PAMCo Quantitative data- easy to display, not time consuming 

 38% - 40% = Pass 58% - 60% = Merit  78% - 80% = Distinction  90% = Distinction* Demographic data- is information about the target audience of media products, age, gender, ethnicity.  The Daily Express is more popular for the ages 35+ for the content isn't very celebrity orientated.  The Daily Express has a higher readership for the ABC1 people than the C2DE people for it is more educating.  The Telegraph has an higher ABC1 readership, more younger people read The Guardian.  Readership- number of people that read the content. (Always higher) Circulation- number sold/put out copies.  More people are accessing print products on mobile phones for it is cheap and portable.  The audience may access The Guardian more online for it is portable and has updates, meaning the wealthier people would read this. The Sun is print so more accessible for the older audience. The content for Radio 1 is targeted at the elder audience for they listen to it more f...