Index

1. Media consumption audit 
2. 50 cent poster analysis 
3. institution feedback/lr
4. institution brand values 
5. blog feedback lr
6. cool brands 
7. narrative 
8. Audience psychographics 
9. Audience theory questions 
10. dependency theory
11. Dominant and alternative representation
12. Not complete
13. MM50-51
14. Opposition and ideologies
15. 
    

Opposition and ideologies

Examples of binary opposition:
-One of the more evident ones would be in terms of the political spectrum in which Brand is taking a more Left-wing approach, whereas Farage is taking a more right-wing approach.
-Another would be the situation of the rich and poor.
-Also between the different classes, upper and lower.

Ideologies:
-Politicians are 'bad' and the cause of all of our problems
-That there is corruption amongst the government
-working class are lazy and scapegoat immigrants for all of problems
-middle/upper class keeping all money to themselves not being evenly distributed

Binary opposition:
-The most dominant being between the vietnamese and the Americans
-Between the black and white soldiers
-Between the sgts and the pvts
-the land and the soldiers

Ideologies:
-Americans are dominant and powerful
-They wont be beaten
-That Americans are relentless
-They were right in fighting the war

MM50-51

MM50

1. This article is about the way women feel about the female gaze and how its not always about how men use it and about larger sized women being undeterred to model because of the stereotypes of being the lowest size possible.
2. A perfect 14, Representing a real Woman
3. The female gaze is usually used to theorize how men view women in the media, however in this case instead of women using the male gaze they could also be accused of viewing other women in the media but for other purposes. They instead use it for inspiration about how to change or not to change how they look in order to feel good.
4. I do think more regular and normal women should be in the media. By showing models that are size 2 and below makes other younger women feel as though they need to be that size to fit in because that's the people they see on all of the TV adverts on the major channels. 

MM51

Introduction-This section talks about how different people create media texts with their own ideologies which other people then interpret or perceive exactly how they are.
Representation and the mass media- Suggests that there is a representation process in which certain people  including the photographer, picture editor and news editor. They can give images multiple meanings depending on their ideologies.

The how, who and why of representation- the expectations and needs of the target audience, the limitations provided by the genre codes, the type of narrative they wish to create and their institutional  remit.

Another approach to ideology-stuart hall- how the audience interpret the media text, they may believe it or see the oppositional meaning.

Representations and new media- shows the way in which social media gives more people a voice especially on youtube and twitter where influential normal people are made out to be idols.
Representing national identity in old and new media- old media texts such as newspapers would promote the ideologies that they want but newer media platforms like twitter would give people a voice of rejection.

I think I'm aware of what i post online, i wouldn't share all of my opinions on social media platforms such as twitter as it is very open and twitter could be said to be quite influential. If i were to post a lot on social media sites i would think about privatising my account so only people i want to see my posts could see it.

Maybe before it could be said that Institutions were the only ones with power and controlled the media, however due to new media outlets being created such as Social media platforms such as twitter it gives people a voice which other people are interested in viewing so in modern times the audience have more of a voice on how people or groups are represented.

Dominant and alternative representation

Representation.

Use from 7-8 minutes, only version available on youtube is in Spanish but translation is similar and i can remember original version.

In this clip only men are featured because its a male prison, and different ethnicities are shown but are separated into different groups eg: the white men are by the weights and other racial groups are elsewhere. This fits all of the sterotypes heard of in prisons and the prisoners view of the guards being the 'dirtiest' gang in the prison.

The representations for all of the groups are dominant, apart from Michale who the audience wouldnt have thought would have went to prison

One stereotype shown in this clip is that the majority of the prison population shown is that of ethnic minorities.

Dependency theory.

1)My primary use of the media would be for both information and entertainment as i'm constantly reading the news or watching something on netflix.Also, both info and entertainment can be delivered at the same time for example different channels on youtube offer news on games with actual gameplay going on as well.

2) I  believe we are very dependent on the media but this is inevitable as technology is advancing, therefore in order to keep up with it we have to spend more money on the new appliances that offer it. However, we are dependent on the media for the wrong reasons for example gossip from tv shows ect... when really we should use the media to do good but people would rather listen to which celebrity has had an affair.

3) It's not that the dependency has changed as people have always been dependent on the media eg: during the second world war with newspapers and the radio and people always will be, its just that now the media is more available and in different ways for instance with e-media on phones and tablets.

4) The article supports it but also exaggerates it as people will be able to cope without the internet in some circumstances and some under 25's don't have a reliable source to the media as the internet is expensive to receive so not all people are dependent on it.

Audience theory

Hypodermic needle model:
The article starts off by immediately stating that violent video games are bad without considering the other side of the argument, this forces the reader to read the rest of the article with that in mind and already make their mind up that violent video games are bad. Furthermore the two pictures that are used are of a snapshot of the 'violent' video game and two angry gamers which further indoctrinates the reader that violent video games are bad.

In the title of the paper it scapegoats violent video games for a young boy hacking a phone company and with this being capitalised and in a bold font the reader now thinks this to be true. This may be criticised as the photo reveals much of the young boys face who hacked the phone company.

Two-step flow model:
In some aspect it still is relevant as socially things are continuing to change and for example people today wouldn't believe that the world is flat because a scientist told them so.

With 2.1 million subscribers this youtuber would be an opinion leader as well as promoting themselves as youtubes #1 pc gaming reviewer.

With the Jamal edwards article the two step theory is only applicable if both social factors and effect of media are considered as together the audience will be more inclined to follow whats going on.

Gratifications

This show would be a diversion as it distracts the audience from reality with high quality entertainment and lots of action but also with an addicting plot.


This show would fall under the personal relationship category as the show has half a dozen seasons featuring the protagonist 'Dexter' and his family and the audience forms attachments to these characters.


This would be under the personal identity gratification as many young people who watch the show and will see what they see on a daily basis


This institution would come under surveillance (national geographic) as people watch and read the news and articles from its website or tv channel

Audience theory psychographics

Audience: Psychographics

Mainstreamers - Darni and Kat

Occupation/education

• They work the usual 9-5 office jobs
• Have both attended state high schools and finished education up till the point of 18 (sixth form)

Spare time

• May occasionally head out for a few drinks at their local pub
• Frequent the cinemas for the latest released films from time-to-time
• Go out for a meal at Nando's over the weekend

Print

• The Sun and BBC News (likely to access these online as oppose to actual paper just due to the easy accessibility that it offers)

Broadcast

• Watch soap operas such as EastEnders on BBC and ITV1 and documentaries on Channel 4
• Can sometimes access these on catch-up services such as BBC iPlayer and 4OD depending on where they are such as commutes back home on public transport 

E-Media

• Own smartphones, tablets and laptops within their household
• Access websites such as Amazon and Tesco for buying purposes and Facebook and Twitter for social media

Narrative.

This clip from the film 'See no evil hear no evil' forms a linear narrative and there are several enigma codes and one of the most significant being the introduction of the two protagonists to eachother as the audience doesn't know that one is blind as the other is deaf as the introduction features Richard Pryor talking to Gene Wilder but in the wrong direction also when Gene ducks below the counter and comes up and asks Richard what he wants (after Richard has just explained) it keeps the audience interested and wanting to know why. Todorovs theory can also be applied to this clip as the equilibrium was when both men greeted eachother but disequilibrium soon followed with confusion of what was going on and some arguing but a new equilibrium was soon formed at the end when Richard says 'lets celebrate'.  I couldnt apply Propps theory to this clip but throughout the film they are both the heroes.

This scene from breaking bad season features walter white addressing Tuco about him stealing his money. This clip is part of a multi-strand narrative as the characters are talking about events that had taken place prior to this one but has influenced it. There is an enigma and an action code as the protagonist Walter says that this crystal isnt meth and proceeds to throw it to the ground creating an explosion. With Propps theory Walter would be seen as the false hero as he went into the room just wanting to have his product back, however ended up blowing it up.  The equilibrium was of torment and the disequilibrium was of destruction although a new equilibrium was never shown.

This trailer for destinys the taken king DLC has many enigma codes as it wants the audience to continue to watch until the end to see if the mystery as to why they are here is solved. There are action codes such as the protagonist drawing his weapon suggesting there will be an impending fight scene, This can be applied to Propps theory as the narrative establishes the 3 people as the heroes who are fighting against the 'darkness' and the thing at the end is the villain. This clip is also applicable to todorovs theory as the equilibrium is is of an eerie atmosphere and relatively quiet then music begins to play which is contrapuntal to whats going on and a lot of shooting takes place and this is the disequilibrium and there isnt a new equilibrium.

Cool Brands.

I chose Aston Martin because this is the car i dream of owning and the brand has produced timeless and brilliant cars and are continuing to. Aston martin is associated with class and sophistication and another brand value is of dreams and fantasies as many people (not just me) would dream of driving an aston martin is the future. Another brand value is of successful careers as the cars are ludicrously expensive and it would take a lot of hard work and dedication to behind the wheel of one of these. Aston martin is one of the cool brands because of its image as its featured in the highly successful James bond films and the brand is recognised world wide but more significantly in the UK.

 The next cool brand i chose id netflix as i spend the majority of my life watching the shows on here. Netflix appeal to everyone with its wide range of shows and its availability on different devices and in different countries. Also the brand value is of happy families as there are a plethora of different films and tv shows, also with art,culture and history as they have a wide range of shows from around the world and with documentaries. This is a cool brand because it is know worldwide and the place where breaking bad became legendary.
I chose Bang&Oulfsen because its a high quality brand and one i go 'window shopping' for. Its brand values are of rich and luxurious lifestyles as the products are of sleek and modern design. Also with self importance and pride as many successful people show them off in their homes. The brand is also of very high quality. This is a cool brand because of its exclusivity as not many people own these products.

I chose sony because im a user of one of their more popular products the ps4 (a little too avidly). The brand values of sony are of innovation and advanced technology, Their lines of appeal are of successful careers as sony is a successful brand and people have become successful by using the services that it provides. Sony is a cool brand because it has continued to provide the world with new and innovative technology.

The last cool brand i chose was youtube as it provides the world with entertainment as well as education and other things. The most significant line of appeal would be of successful careers as youtube has provided a video sharing service for many people who want to entertain or get messages across for example 'KSI' who is a perfect example of someone who has become successful from posting videos. Another line of appeal associated with youtube would be art,culture and history as there is whole host of videos as the videos are based on loads of different things eg; the national geographic channel.

Blog feedback learner response

LOUIS, Callum

WWW: What a great start you’ve made in Media - some excellent, engaged work already and I’m
also delighted to see you have superb taste in music with your choice of Stax records as one of your
brands! Your linking of Media to politics is absolutely appropriate and the two subjects will
complement each other very well. Finally, your institution work is impressively detailed and this is
the level you need to strive for consistently.

EBI: Make sure you’re writing in enough depth and detail – and highlight your use of media
terminology. Your advert analyses are good examples here – fair points made but not a great deal of
depth to your analysis and the impact on audience. The ability to write in real depth over something
apparently quite minor (a particular shot, colour, pose etc.) is a key skill to reach the top grades in

Media.

LR: Reflect on your first month of AS Media. What is your strongest piece of work so far? What is
your weakest? What specific skills or knowledge do you need to develop over the rest of the course?

Personally, I think my strongest piece of work so far has been the most recent with the brand values homework. I think I did well with this one because I was able to add a personal touch to it and include the brands that I like and use on a daily basis (aside from Bentley). However, I believe my weakest piece of work was the institutions work as i could have made the summaries longer. Also i need to work on explaining things in depth and make more time for myself to do media work.

Institutions-Brand values

Playstation:
100-Playstation, to some extent started off as a brand appealing to families with its cooperative features and games. Also with childhood and the essence of nostalgia as people get to play games again that they once enjoyed as a child. The brand also offers exclusives such as certain games only available on its consoles. Also, this brand can  be associated with rich and luxurious lifestyles as they are often featured on tv  products are often seen in homes.
10- Playstation are about technology and entertainment 
1-innovative 

Bentley
100-Bentley is a brand associated with rich and luxurious lifestyles as they come with a hefty price-tag, also with dreams and fantasies as many people dream about having a car such as a bentley, mainly just for the brand. Furthermore, Bentley is associated with elite people and experts as some bentleys eg:continental gt is mentioned as the 'footballers' car. Lastly, self importance and pride link to owning a bentley and driving a car that people stare at in the street.
10- Bentley is about excellence and dreams
1- Importance 


National  Geographic:

100-National geographic is closely associated with nature and the natural world as its magazine features a collection of photos from around the globe, also with art, culture and history as the magazine and the website as well as the programmes it produces are educational. Furthermore, it  can also inspire peoples dreams and fantasies by broadcasting things from around the world that people would never have seen before.

10- National geographic is about presenting the natural world 

1- Inspiring 

Stax records: 
100- Stax records is a recording company and comes across as welcoming and although its now a museum in its prime it produced the best music of its time which is still widely listened to. It is associated with dreams and fantasies as many dreams had been made in the recording studio there, also successful careers as many big names have come out of stax.Furthermore, the stax brand in the modern day is associated with art,culture and history as its a museum highlighting its golden days.
10-Stax is about making dreams and creating sensations
1- extraordinary  


Wagamama:
100- Wagamama is a Japanese restaurant but have locations all over the uk and food is served in an authentic way. This restaurant has lines of appeal such as happy families as the food is something new and interesting to try for families. Also, nature and the natural world as all of its ingredients are fresh and cooked on site and not imported to be microwaved.  Furthermore, it could have an appeal to romance as people may go on dates here like many other restaurants.
10- Wagamamas is about experiencing new things

1- Tasty

Institution feedback/LR

News corp

 

News Corporation

The original News Corporation or News Corp. was an American multinational mass media corporation headquartered in New York City. It was the world's fourth-largest media group in 2014 in terms of revenue.

News Corporation was founded in 1979 in Adelaide, Australia. The headquarters are in United States, New York City. The founder of News Corporation was Rupert Murdoch. News Corporation is a mass news company and very successful.

Public Company

Incorporated: 1979

Employees: 31,400

Sales: A$25.5 billion ($13.8 billion) (2001)

Stock Exchanges: Australia London New York New Zealand

Companies in the News Corporation Network:

Dow Jones- Dow Jones & Company is a global provider of news and business information, delivering content to consumers and organizations via newspapers, web sites, apps, video, newsletters, magazines, proprietary databases, conferences, and radio

Amplify- Amplify is reimagining the way teachers teach and students learn. We enable teachers to manage whole classrooms and, at the same time, empower them to offer more personalized instruction, so that students become more active, engaged learners.

Storyful- Millions of people share videos and pictures every day. Storyful is the fastest and safest way to separate valuable content from social noise. Storyful uses advanced technology and journalistic expertise to find amazing content that newsrooms, brands and video producers can quickly turn to their advantage. The world’s biggest media brands trust Storyful to discover verify and acquire social media for their storytelling.

Move- Move, Inc., a subsidiary of News Corp, is a leading provider of online real estate services and operates the Move network of real estate websites and mobile experiences for consumers and real estate professionals. The Move network reaches more than 30 million people per month and includes

News UK- News UK is home to some of the biggest and most popular British newspapers. The Times and The Sunday Times are the world’s best-known quality newspapers, and The Sun remains the most read British newspaper with more than seven million readers each day

                                                                      Feedback

.Video starter usually works well but this time a little confusing.
.Actually not needed because memory starter was a great idea and really engages the class.
.There is a little lack of planning instructions aren't very clear but its a good talk.
.Some of the class more engaged than others, timing is done well.
.Good to see a handout and like the teaching of historical details.
.Sheer size of news corp is communicated well.
.Brief mention of phone hacking scandal but liked to have seen more of it.

WWW: We gave an enthusiastic presentation and we believe the class enjoyed listening and watching it.
WWW: It was engaging and the starter made people think and hopefully take stuff in.
EBI: More info was needed on the controversial events-phone hacking scandal
EBI:  Could have explained the video at the beginning better

Institutions

Trinity mirror: Founded in 1832 and still running. Synergy with sunday mirror and owns several local news papers

bskyb: Created in1990 and owned by rupert murdoch and has many channels such as sky sports...

Sony: Created in 1946 and creates games consoles as well as multi-media entertainment, also promotes other products through its network 

Vivendi: Founded 1853 and if mainly French and 1 in 4 french households have one of their tv channels in their homes

Time warner: The worlds 3rd largest media company and owns other companies such as boomerang and DC comics

Viacom: Created brands such as cartoon network and comedy central also for multi-media platforms eg: tv and online

BBC: Is the second largest broadcasting company in the world and was founded in 1922. BBC isn't owned by the government therefore its news and media should be unbiased and often it tells news stories that are varied on the political spectrum. As well as showing news and other political shows the BBC also shows entertainment shows such as strictly come dancing and soaps such as eastenders.

The BBC presents shows for all ages and people with the news broadcasting aspect and the entertainment..

Disney: Founded by Walter Disney in 1923 and is the second largest company in terms of revenue-second to comcast. Mickey mouse, an iconic figure of disney actually saved the company after its contract had expired with a producer. Disney is famous for bringing out animated family movies which are for all ages to enjoy and are timeless

Comcast: The largest media company in terms of revenue. It is also the largest home internet service provider in the US. However comcasts customer satisfaction rating is considerably low compared to its competition. Comcast also owns universal studios and NBC, they have also adopted NBCs logo.

50Cent poster analysis and Otis Blue

This promotional photo for Reebok sports clothing features rapper 50 Cent with a close up b&w picture of his face, this suggests, along with the comment 'i am what i am' that this photo is very simplistic as is who you are and nobody should change that. The picture of 50 Cent shares half of the page with his quote which is intended to show young people that they can embrace their own individuality. Furthermore the background of the right side is covered in fingerprints taken from someone who is being processed at jail but a fingerprint also represents identity and every fingerprint is unique so this reinforces the quote of embracing individuality. Also the font of the 'i am what i am' is resemblant of tattoo font. Also with the b&w background the text stands out more. 

The preferred reading is of survival and determination as 50 Cent has persevered through a lot in his life but has still become successful similar to the brand Reebok. However the oppositional reading glorifies guns and gang crimes and criminality in general as people often associate 50Cent with this stuff.

This print advert/album cover is for Otis Redding's album 'Otis Blue' which was released in September 1965 under Stax records. Otis redding was a black soul/R&B singer in the deep south of America and releasing an album with his face on the cover wouldn't have gone down well. So as shown on the photo a white blonde woman is pictured with half of her face in the dark and the other half in the light with a blue hue covering all of it. The image is a close up of the womans face and following the theme of blue it is surrounded by blue borders. To the left side the songs featured in the album are listed but is a small basic font to not draw attention away from the woman in the middle. The target audience would be people in there 20's from all over the world as the deep south (at stax in particular) were producing the best music at the time.

The preferred reading of this is 

Media consumption audit.

Media consumption audit

The moment I wake up, before I put on my make up I read a little bit of news. I don't open up a paper to read the headlines its as simple as a few swipes on my phone to access the sky news app. Firstly I would turn to the world news section as i think its most important to know whats going on in the world then i'll flick through all of them apart from the sports section but occasionally i'll purchase the men's health magazine to keep up-to-date with some things. I use the sky news up because its the most convenient and easy to use.

I don''t tend to watch live TV but i could spend 5+ hours a week watching series on netflix and one in particular that seems to take up a lot of my time is 'Dexter' and I like watching it because some parts of it are funny but also serious and leaves the viewer with something to think about. This series was recommended to me by my brother who I watch the 'Brooklyn-99' series with and often end up waking my mum up by laughing. I watch tv series later at night as there usually isn't much time during the day.

The only time I listen to the radio is when i'm travelling in the car and i would turn the radio station to smooth radio or magic. I'm not the biggest fan of modern music and I like soul or motown. I don't listen to the radio any other time as i could stream any music that i need from my phone-without the advertisements.

The most recent films i've seen is 'Straight outta Compton' and the new mission impossible film in the cinema. I would normally watch films on netflix such as 'White Chicks' which i watch quite frequently, although some films aren't available on netflix and I would have to stream them off of a website. The majority of films i watch are on my TV which is connected to my games console.

I have access to the internet 24/7 and the main source of it is at home. My game console probably drains most of the internet allowance. With the playstation 4 I can communicate with my friends via party chat and for entertainment. I also have some social media apps i check several times a day on my phone. 

Why I chose As media.

I chose media for the same reason I chose to study politics and geography, and that's because its important to understand for day-to-day life, also media is part of our lives from the moment we wake up to watch or read the news headlines until we fall asleep listening to music. Subsequently, photography is one of my hobbies and i enjoy using a camera, so the coursework associated with media will be interesting and over the next year i hope to better my skills with a camera and editing the results. I particularly enjoyed studying english language last year and hope to use and improve the skills I have learnt and apply that to media.