Power and Media Industries

James Curran and Jean Seaton
'Diversity is in the public interest - but modern societies suffer from collective attention deficit disorders. The public have to work harder to be noticed and we need agile but resourceful media to do that' 

Monopoly = the exclusive ownership or control of something.
Rupert Murdoch:

• The Times
• The Sunday Times
• The Sun
• The Sun on Sunday

Trinity Mirror:

• Daily Mirror
• Sunday Mirror
• Sunday People

Scott Trust Limited:

• The Observer 
• The Guardian

Conglomerate: a larger corporation consisting of multiple smaller companies.

Subsidiary: a smaller company owned by a larger corporation.

Curran Seaton on Monopoly:

' it extends their range of business and political connections, increases their corporation's prestige and, through judicious editorial appointments, contributes to the maintenance of public opinion favourable to private enterprise"

'anti-monopoly media regulation is needed not only to maintain fair competition but also to prevent the distortion of democracy.'

Having a monopoly means domination of multiple media industries. If the focus is on creating profit, ...

Alternatives to conglomerate ownership:

'Media policy should seek to create the conditions of greatest possible competition, thus enabling consumers to exercise sovereign control. |This produces media that people want, a wide range of choice, and media independence from government.

Public Service Broadcasting: broadcasting intended for public intended for benefit rather than to serve purely commercial interest.

'British 

The BBC

• Set up in 1922
• Mission statement to 'inform, educate and entertain.'
• government owned payed by taxpayer

Independent Producer: free from outside control. eg. Channel 4

A diverse media landscape: produce content with out the sole intention of profit.varied range of content. Provides niche products that often act as alternative to mainstream. These socially diverse patterns of ownership support a more varied and adventurous media landscape. 

Creating a Newspaper

Big McDiscontinued.

Big Mac burger meal

BREAKING NEWS: The beloved Big Mac hamburger born and 'bread' in the US, has been found to contain some disturbing ingredients. A recent scandal discovered the burger included body parts from a rat, and has resulted in the discontinuing of the menu item. The fast-food restaurant publicised their actions early on Sunday morning after the vermin was discovered in a burger bought in the Central Cambridge branch.

The news has caused rage in the media. We interviewed a couple of individual citizens to report their reactions on the story. We asked the man who found the rodent species in his Big Mac what he thought about the events. He said he felt "disappointed and heartbroken" after McDonalds had "broken the trust" he had in the company. His daily visits to the restaurant will now be postponed until his trust is regained in the company.  

We asked some of the burger lovers what this shocking news meant to them. 2 in 3 of Big Mac fans stated they would still order the meal despite the scandal. This shows the dedication McDonalds fans show toward the brand, and how loyal they are to their favourite junk food.

What does mean for McDonalds? Can they regain the trust for their customers before it spreads worldwide? Or is it too late? We are still looking for more information on the subject so if anyone can come forward to let us know, it would be  a massive help in the investigation.

Independent Newspaper Analysis

DAILY MAIL ONLINE: Georgia middle school music teacher is suspended for assigning sixth-graders homework featuring rapper Kodak Black's explicit lyrics

Read more: http://www.dailymail.co.uk/news/article-4903404/Teacher-suspended-homework-featuring-rap-lyrics.html#ixzz50020vjNZ
Follow us: @MailOnline on Twitter | DailyMail on Facebook

1. ENTERTAINMENT VALUE - 
Focusing on the impacts of a celebrities work, and how it can be seen as 'harming' children. It is entertaining as people interested in the celebrity, or people interested in how music can affect children will be interested in the article. 

2. IDEOLOGICAL REASONS - 
The hypodermic syringe theory can be applied to this article as the ideologies that revolve around Kodak Black's brand and image may be seen as harmful towards innocent children. Swearing; drug and alcohol use; are things mentioned in the rappers lyrics which are widely frowned upon to reveal to young children, as these lyrics may have an influence on the children - especially if influenced by teachers in school.

3. FINANCIAL REASONS - 
The article attracts the artist's wide fanbase which will help to sell the article. Financially, the online site will receive lots of views as people interested in his music, or maybe people who disagree with his music will be attracted to read the article.

4. NARRATIVE - 
The article creates a narrative as Propps character types reveal Kodak as the villain of the story. As his lyrics harm the children(victims) of the class in Georgia, and the mother Crishana Wright is the hero who wants to interfere with this music and change what is happening in her daughter's school. The events result in suspension of the teacher's position showing audiences that actions can result in change, which is the main aim of the article.



'Jesus Christ I’m so emotional': Cardi B is engaged after boyfriend Offset proposes on stage during concert in Philadelphia

Read more: http://www.dailymail.co.uk/tvshowbiz/article-5026221/Cardi-B-says-yes-Migos-Offset-proposes-stage.html#ixzz500CjoMuM
Follow us: @MailOnline on Twitter | DailyMail on Facebook

1. ENTERTAINMENT VALUE - 
Weddings and engagements are a huge statement of romance, and are always newsworthy. Especially when talking about celebrities like Offset (from the group Migos) and Cardi B, whose music has been taking off(if you'll pardon the pun) recently.

2. IDEOLOGICAL REASONS - 
Typical genre stereotypes are presented in the article, as the man in the relationship gets down on one knee to propose to the female. However, besides this I feel there is a huge binary opposition presented between how Migos member's image and brand of a 'hard rapper' and his soft side of romance, shown by publicly proposing.

3. FINANCIAL REASONS - 
They have reported the article using lots of imagery and emotive language for fans to recognise the celebrities, and notice how great the news is. An image of the ring, captioned 8ct. (carat) represents and mirrors the kind of lifestyle that the celebrities are living which is obviously interesting to fans, and this specific news is commonly interesting for audiences of Daily Mail (young people).

4. NARRATIVE - 
The article creates a romantic love story of the two celebrities. Emotive yet informal language in the headline, "Jesus Christ I'm so emotional" evokes emotion for audiences, while it also represents the stars as human and normal, from experiencing the same feelings we all do. This way audiences feel closer to their idols and personally connected. 

Analysing reports

THE TIMES:
Headline lexis: Man held after baby dies 'in attack on twins'. Giving the title 'man' , makes the murderer anonymous and mysterious. It also creates enigma and makes audiences want to know who this 'man' is. The verb 'die' sounds cold and intrusive, as it is explaining the murder of a child. Attack on twins gives the story a narrative and sounds like a title to a story. This gives a basic idea on what the advert is based on.
Selection of Images:
The only image used includes a low angle shot of police entering the crime scene.

DAILY MIRROR:
Headline lexis: Man held after toddler dies in hammer attack
Use of 'toddler' makes the victim sound even more vulnerable and innocent, giving the story more tragedy. 'Hammer attack' sounds violent, and the producer has jumped to conclusions on how the murder happened just to make the story more tragic.
Selection of Images: The use of an image where the victim looks upset creates more emotion and sensationalistic characteristics to the news report. An image where the potential murderer looks content makes audiences think that murderers can look like an average person, and you can never know who can capable of doing such a thing.
Layout: This news story is considerably larger in size in comparison to the times report, maybe because the story evokes emotion, tragedy and scandal which is more common of a tabloid newspaper. 

In what ways can media products incorporate viewpoints and ideologies? (Talking only about these articles)
Media language can be used to incorporate viewpoints and ideologies. For example, in the Daily Mirror article, emotive language is used to describe the victim to enhance his vulnerability and innocence. This gives the story more tragedy, and consequently giving a viewpoint in which the children are in danger. This language creates ideologies based around the murderer. "Hammer attack" gives connotations of violence and makes the murderer sound more brutal as the murder weapon is mentioned. 
Barthes codes are also used to create enigma in the headline. The unidentified suspect makes audiences suspicious and want to know more. 

Feminist Theory - Lisbet Van Zoonen

• She believes in the idea that gender is constructed through discourse, and that its meaning varies according to cultural and historical content.
• The idea that the display of women's bodies as objects to be looked at is a core element of western patriarchal culture.
• The idea that in mainstream culture the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female body. 

Sexualisation vs. Objectification:

S - make something (person or object) exhibit sexual aspects. To define something purely by their perceived physical attractiveness.

O - present somebody as something inanimate or unfeeling. To define somebody purely by their use or function.

The article captions that rumours say, Kylie Jenner is pregnant. However, the photo that anchors the caption has no relevance to the subject, and instead objectifies the woman plainly for her physical attractiveness. It sends the message that her potential pregnancy may interfere with her attractive looks, and could ruin the image she has constructed for herself. This can have an impact on society, as following the theory of the hypodermic needle, people may take from this that it is unacceptable to become pregnant and still be beautiful afterwards. 

This article focuses entirely on objectifying women for their bodies. The article has no other purpose than looking at how the celebrity looks, and their physique. This sends the message that having a slim, toned body is attractive for women, and to men.

Introduction to the times and constructing representations

Tabloid vs. Broadsheet differences:

• Broadsheet uses smaller font, to fit more information on the page.
• The broadsheet uses more calming colours, whereas the tabloid uses alarming colours.
• The tabloid uses playful language, whereas the broadsheet uses formal language.
• Broadsheet uses a plainer layout, and the tabloid uses a bold layout.

Polysemy - not everything has a single meaning. In newspapers however producers typically try to avoid polysemic readings. 

Anchoring - the fixing of a particular meaning to a media text, often through the use of captions. The process of forcing an audience in to a particular reading.

Bias - inclination or prejudice for or against one person or group, especially in a way considered to be unfair.

Agenda - a list of items to be discussed at a formal meeting. 

The STUDY OF REPRESENTATION looks at:

1. The group, place or issue on which a media text is focusing.

2. The technical devices the media text uses in order to present these groups or issues.

3. The message about the group or issue in the text being created.

4. The impact of this message on the target audience.

Component 1 - Media Products, Industries and Audiences (Newspapers)

Institution - the values and ideology of a media product.
Importance of Institution:
It is a way to differentiate between products, and can give the consumer some idea of 'quality', which may influence a decision.

Example: Long Road Sixth Form (as a media product)
Differentiation - Long Road needs to prove that it is different from other colleges, like Hill's Road.
Competition - Long Road is a business like any other, and it needs to enrol a certain number of student to remain economically viable. The same principal can be applied to any media/ non-media industry.
Identification - I go to Long Road, rather than the building next to the hospital.
Ideology - Long Road has a very clear message and values; 'move on up' from secondary education, studying here will be challenging yet awarding.

Logo Analysis:

• Intricate detail, represents quality clothing.
• Bold yet simple typeface almost shows the brand doesn't need a specific typeface, as the name is so well known.
• Greek imagery used to show how long the brand has been around, giving it an almost ancient characteristic, as if the brand is everlasting.
• The beauty and perfection of the face mirrors the high quality and beauty of their product, a product of high fashion. 
• The way the symbol is constructed creates an emblem-like shield, as if the brand is a constitution of importance, almost royalty.

First Impressions: Daily Mirror

Layout and design - busy and colourful.

Composition - The brand logo takes up a significant amount of the page.

Elements of narrative - 'Strictly's Tameka 'gutted at axe''.

Point of View - Appeals to audiences interested in celebrity lives, reality TV, and scandal.

Copy - Short and punctual yet dramatic language to get across message, using puns to create a playful approach on maybe very serious matters.  

Media Products, Industries and Audience

Week One - Straight Out of Compton - Universal Pictures, Legendary Pictures.
Week Two - 

The Birth of Film:
1878, the Horse in Motion.
Until 1927, films were all silent.
The oldest surviving motion picture was in 1888, by Louis Le Prince.
First use of Animation -1899.

A standardised product - like a factory, Hollywood films were made and are still made in warehouses and offices using the industrialised labour on a narrative and industrial level.

Production line 
'Classical Hollywood Narrative' - describes the era of early film production referring to the several characteristics that typified film making ideology at the time.
Characteristics:

• Emphasis of spacial continuity - the audience always knows where they are at any time.
• Emphasis on Temporal continuity - the audience always knows I what order the events have transpired, and any flashbacks and so forth will be clearly signposted.
• The film must be realistic, and must not make reference to other filmic or popular texts.
• Spectator should be aware of exactly what is happening at all times, and should leave the cinema satisfied with the conclusion, and there should be no doubt as to the ideology or message of the film.

Films that do follow this: Slumdog Millionaire

Films that don't: Suicide Squad / Split

Film Industry Key Terms

Vertical/Horizontal Integration:

Vertical - where a company buys "up other companies involved in different stages of media production

Horizontal - where a company buys "other companies in the same sector to reduce competition.

The Studio System:

The classical (Big 5 - Warner Brothers/Disney/CBS/21st Century Fox/Comcast)

Conglomeration:

Conglomeration is a company that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet. Conglomeration is the 'process' of a conglomerate being formed.

Production:

The production process refers to the stages (phases) required to complete a media product, from the idea to the final master copy. The process can apply to any type of media production including film, video, television and audio recording.

Distribution:

The digital distribution is the delivery or distribution of media.

Key Theory 14 - the Cultural Industries (Davis Hesmondhalgh)

Universal Pictures:

• American Film Studio owned by Comcast and NBC.
• It is a conglomerate and is also owned by a conglomerate.
• Founded in 1912.
• Oldest surviving film industry of the States.
• Some films owned by Universal Studios - Jurassic collection, Back to the Futures, Bruce Almighty, Fast and Furious films, Despicable Me, Jaws, etc.

Audience Negotiation

• Takes place between the producer, the audience, and the product itself.
• Producers are keen to use specific representations and modes of address in order to ensue that their audiences decode their creation in exactly the right way. 
• In short, they need to make sure that the audience 'gets it'.

Key Theory 17- STUART HALL

Reception Theory:

• The 'right' reading of a text which can be enforced by positioning.
• This concept has to be approached carefully: often texts intentionally have multiple meaning/readings, and audiences can potentially get whatever they want out of any media text.
• Hall categorised audience response into 3 separate group.
• These can help us to understand wether or not an audience sticks to the preferred reading, or if they decide to make their own decisions on how to decode the text.
• DOMINANT READING: The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.
• NEGOTIATED READING: The audience generally agrees with what they see but they disagree to some amount.
• OPPOSITIONAL READING: The audience completely disagrees with what they see, and rejects the dominant reading.

Advert: WaterAid

The advert is trying to get me to agree with the values and ideologies of the advert so that I feel encouraged to donate money towards the charity. The dominant readings, show audiences will agree with how the happiness throughout the advert shows a positive effect of donating to the charity. Oppositional readings maybe in disagreement with the features of the advert showing men do labouring work, and women and kids going to get water. As well as how the advert generalises Africa as one place, with no health, and the advert is quite 

Audience Negotiation:

• Very few audiences completely accept or completely reject the ideological implications of the text.
• The vast majority or readings are negotiated.
• A negotiated reading is not simply 'I liked some bits but disliked others.' its much 
  • • more complicated. 

Advert 2: Protein World

The dominant reading would be agreeing to the advertisement of a beautiful body that can be achieved by consuming this product(protein). 

The negotiated reading may agree with the advertisement of trying to reduce obesity but may not agree with how the message is put across, by the use of objectifying a woman body. 

The oppositional reading will completely disagree with the values of the advert, as it objectifies women and the product itself is unhealthy.

Media Effects

Key Theory 15- ALBERT BANDURA                                                            SHORT TERM
The Hypodermic Needle Model:

• The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences.
• The theory suggests that the mass media could influence a very large group of people directly and uniformly be 'injecting' them with appropriate messages designed to trigger a desired response.
• Theory implies that we can't think for ourselves, and we are passive audiences/consumers.

Key Theory 16- GEORGE GERBNER                                                            LONG TERM

Cultivation Theory:

• "The idea that prolonged and heavy exposure to [TV]...cultivates" as in grows and develops in audiences "a view of the world consistent with the dominant or majority view expounded by television."
• Television presents a mainstream view of culture, ignoring everything else.
• In doing so television distorts reality.

Issues:

Not everyone watches excessive amounts of TV. The theory also came about in the 1970's, with only 3 channels, the amount of ways we have of accessing media now challenges that idea.

HEGEMONY: Where one group wields power over another, not through domination, but through coercion and consent.
Hegemonic Power:

• The School System
• Patriarchal hegemony
• Cultural hegemony
• Hegemonic structure of class
• Political hegemony

Non-hegemonic power

• Military conquest

Adidas Advert Analysis:

This advert reverts from the cultural hegemony of young women having to shave their legs. Society has hegemonic power over women, making women feel as if they must shave their legs to be considered normal. In the advert however, the subject is glorifying her unshaven legs and using it to advertise a brand, who wants the name of tolerance towards 'abnormality'. This form of hegemonic power distracts people from natural bodily features, and implies that women must present themselves at their best all times, and that having hair growing on their bodies is strictly a male feature. 

Audiences

Audience is important because it gives ideas, main focus, competition, essential, targets and positions wouldn't exist without it.

What makes up an audience:

• Gender
• Age
• Location
• Class/social status

Demographics:

A- Top management - upper middle class

B- Middle management -Middle class

C1- Office supervisor -lower middle class

C2- Skilled workers -Skilled working class

D- Semi skilled -working class

E- Unemployed, student, casual worker -Unemployed

Psychographics:

The classification of people according to attitude aspirations and other psychological criteria:

Aspirers: People who want to appear rich and attractive. 

Reformers: People who want social change, are unimpressed by status and make decision based on their values.

Explorers: Adventurous people who like taking risks.

Mainstream: People who follow the crowd.

Strugglers: People who find it hard to achieve.

ADVERTISEMENT ANALYSIS: McDonalds
Who is the intended target audience?
The intended target audience is younger families, who are maybe struggling or are in the working class, just getting by.
How are they being targeted?
Rustic homely music creates a family orientated feel to the advert. The settings show a small home/flat, highlighting how little wealth makes no difference to afford McDonalds products.Ideologies created from the advert is the idea of 'lightness in the dark', as if McDonalds can fix problems at home, or maybe make it a little easier to get by. As the character tries to find any shop that sells the 'pickles' he is looking for, McDonalds is the one place that is always there for you, creating the symbolic code that Maccies is a supporting hand for everyone.
Can you identify an intended demographic?
What psychographic groups are being targeted? How?
Strugglers/Mainstream

Narrative and Representation

TODOROV- Key Theory 2- Narratology

Within a story, the equilibrium creates the initial beginning of a film, representing the period of the film where there are no problems. This changes after a disruption occurs, where the equilibrium is broken. The film then results in a disequilibrium where there is resolution. However the equilibrium can also be partially restored where sequels are intended, so the film does not end on a complete equilibrium.

Linear narrative- when a narrative is chronological, and follows a story through time from beginning to end.

Non-linear narrative- the narrative is not chronological, and goes back and forth between beginning and end.

John Lewis Advert:

How is meaning created through the narrative?

The advert uses specific angles and shots in the camera work to reveal the disruption of the penguins desires to the audience, before the child realises. When the child realises the problem, that his penguin is lonely, he attempts to resolve the disruption and create a new equilibrium by finding another penguin for his penguin to love. The advert cleverly uses narrative at the very end to present the hidden meaning of the advert: 'child imagination'. Through the advert, it uses sound to build an enigma of suspense of what is to happen, and how the characters will react to the disruption. The adverts mode of address shifts as we see the scenario from 'parents' eyes and the penguins are just toys. It creates a binary opposite between how children see christmas and how parents see christmas, and although the parents cannot see the imagination, the advert appeals to adults by seeing their children happy. The advert sells the product by creating a warm story that is typical to the John Lewis brand and tradition.

Can you apply Todorov's theory of equilibrium?

The equilibrium of the advert is represented by the changing seasons of weather, signified by the iconography connected to each season. The scenes of happy memories create the sense that the two characters have a deeper friendship, however shortly after, the equilibrium is broken when the penguin becomes distracted by his loneliness. The attempt to repair the disruption is presented through the main characters acttions in finding his best friend another penguin to love.

Is the narrative linear or non-linear? Why?

The advert uses a linear narrative to follow the characters through a story of 'christmas love'. The linear narrative allows the advert to make audiences feel they are living experience along with the characters, so they can feel a deeper sentimentality towards the brand, and therefore selling the product.

Kiss of the Vampire Analysis

The horror genre usually uses paradigmatic iconographic features like blood, gore, abandoned settings, horrified facial expressions, distorted body language and references to paranormal activity. Specifically vampire sub-genre uses more features like bats, castles, capes and dripping blood.
The poster uses a z-line so that people look at the poster in a certain way. The first thing the audience is drawn to is the title of the film. It then follows to the images of the characters and then to the names of the people featuring in the film down below. This makes a pattern of the significance of each feature to the poster.
The capitalised , serif font of the title creates connotations linked to the vampire film genre with its 'wooden' styling(referencing the vampire coffin) and the blood dripping from the V's 'fang'. 
The use of a painted main image is highly conventional of films of this period- the fact it is in colour makes us see it is a modern telling of an older story.
The gloomy grey, black and brown colour scheme reinforces the film's dark scary conventions while the red is used to highlight the attacking bats, the vampire and the blood- all visual signifiers of the genre.
It also uses the innocent colour of peach to present the 'damsel in distress' characters; their dresses are a symbolic code for the weaker woman character that is to be saved from danger, and it's tight fitting sexualises the womans body. Here, a gender stereotype is formed, making the female character vulnerable and the male character mostly in power.
Suspense is created through the enigmas surrounding the connoted relationship between the male and female vampires(emphasised by the "kiss" of the title) and the fait of their two victims (Barthes Hermeneutic Code). 


*1963- Beatlemania, 'swinging sixties'

Genre

Hybrid genres and Subgenres:

• 'Traditional' genres are arguably both less important and less useful as a frame or reference than ever
• Far more important in the study of genre are the notations

Vapourwave-  subgenre of 80's glorified music
Grindcore- subgenre of heavy metal/rock

Generic Paradigms- The building blocks of genre

• Genre paradigms, also known as genre conventions are aspects of a media text that demonstrate to the audience (for example editing, mise-en-scene, sound)what genre a media product is in.

ICONOGRAPHY- The familiar signs of genre

STAR TREK: the next generation

What genre?

Sci-Fi/ Fantasy/ Drama

Outline the generic paradigmatic and iconographic features that construct this genre:

Settings and costume; futuristic, outer space, spaceships, aliens

In what ways does the clip conform or subvert genre conventions?

The clip conforms the typical serious tone and mode of address of Sci-Fi conventions from the dramatic facial expressions and backing music.

What examples of generic hybridity are evident, for example through dialogue and narrative structure?

There is a hybrid of the Sci-Fi and Thriller genres.

UTOPIA:

What genre?

Drama/Murder Investigation/

Outline the generic paradigmatic and iconographic features that construct this genre:

Characters: Police investigators, Murderer, Witnesses, Victims. Normally this genre consists of a serious mode of address and suspenseful tone.

In what ways does the clip conform or subvert genre conventions?

The clip subverts from the typical serious tone of murder mysteries (bunny costume and playful comedic music) but in ways it also conforms the typical genre conventions from the 

KEY THEORY 3: Steve Neale- Theories around Genre

• 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 subverts these conventions in order to not appear identical.

INTERTEXTUALITY: is the shaping of texts meaning through referencing or alluding to other text. Texts provide context within which other texts can be created or interpreted- reflecting the fluid boundaries or genre convention. (The way the Simpsons use lots of scenes from other media, almost exactly)

Find

• 3 examples of musical sub-genres
• 3 examples of film hybrids

Identify

• The genre paradigms of a charity advertisement
• The iconography of a horror film
• An advert that uses intertextuality

Musical sub-genres: Breakbeat/Jungle/Deep House (all sub-genres of repetative dance music)

Film hybrids: Tragicomedy/Comedy-Horror/Weird West

Charity Advertisement: The genre paradigms would mainly consist of emotional and moving mode of address, using specific music and dialogue to do so. Characters and costumes would generally reveal a 'victim' of some sort, making audience feel guilt, and encourage donation to the charity.

Iconography of IT(2017): Characters, costumes, hair and make up: Clowns, red nose, crazy hair, long sharp fingers, menacing smile, vulnerable boy in a yellow raincoat. Settings: Dark roads, haunted house, rainy and stormy weather. Props: red balloon and  paper origami boat. 

Intertextuality: Using the iconography of the character Yoda from Starwars, typically has lots of power and uses 'the force' to run this powerful network for Vodaphone.

Learning Conversation

What do you think has gone particularly well so far this year? What are your strengths?
I feel that my media knowledge from last year at GCSE level has definitely helped in making me confident in analysing a piece of media and breaking it down to it's different representations. I also think our collaborated short thriller video was a good example of how our camerawork and editing skills are working well. I think my strengths are mainly in editing and analysing media.
Identify 3 specific targets for yourself for the rest of this year.
1. Remember to incorporate a media theory in all analysation work.
2. Improve camerawork skills.
3. Stay organised in completing each piece of work on time.
Suggestions about the course?
More class conversation, group activity and debating.
Learning needs?
Slow reader.

Water Aid - Set Product 2

History and Background:

• Established in 1981 as response to UN campaign for clean water, sanitation and water hygeine education.
• organisations in 37 African, Asian and Central American counries
• Patriot has been Prince Charles since 1991.

2016 ADVERT

This charity advert reverts the normal conventions of charity adverts. It uses themes of hope and happiness to advertise the outcomes of the charities work rather than the issues that exist and are trying to be avoided. The costumes and settings of the advert create a clear link to dry and hot less economically developed countries who are suffering in poverty, which are contradicted with the binary opposite of happiness on the facial expressions, lighting, colour and sounds of the advert. The gradual build of diegetic sound, from one soft singing voice, to a symphony of singing voices creates a massive impact on emotion and feeling to the advert and almost creates an enigma of suspense for audiences to be excited to help. The collaborated singing gives a sense of teamwork. The advert factual and powerful due to the lexis however the mode of address is much less challenging and accusing of a normal charity advert and is more positive and influential.

What is the purpose of a charity advert?
-To persuade people to give money to the charity.
-To knowledge the public on the issue the advert is addressing and showing that it is happening in the world today
-To raise awareness of what the charity can do about it.

How do they work?
They use guilt to enforce the message of the advert, to make people want to help.

NSPCC:
Victim- Children (younger victims are more vulnerable)
Sounds- soothing, upsetting, emotional music. Weak whimpering of children creates empathy. Soothing voice of adult creates binary oppositiion to the subject of the adert and emphasises that the children DO NOT have one of these comforting adults to care for them.
Mise-en-scene- Dark lighting creates a dark atmosphere to address a serious matter; crying facial expressions make the audience feel guilty; costumes are old worn clothing to emphasise the neglected children.
Editing and camerawork- close-ups and slow-motion exaggerate the tone of the advert to receive the best outcome in forcing audiences to want to give their money to this charity. The low angle shots could represent the adult abusers who look down on the children, as if the charity is trying to put you in their shoes and see how the children act and feel around their abusers.

Representations, Stereotypes and Identity

STUART HALL -Representations
thinks representations exist through the repetition and remix of media trends.
Representations: the ways in which media products constructs the world and aspects in it. Including social groups, individuals, issues and events. 
Lindor
In what ways is Lindor brand chocolate represented in advert?
Calm connotations from music and actors body lang/ facial expressions to mirror the products connotations. Red, gold, almost royal colours used to create 
In what ways do technical elements construct this representation?
Lexis: Hyperbole; soothing voice; 'Since 19--' creates nostalgia; 'Do you dream in chocolate?' the word dream connotes fantasy and avoiding reality, the feeling you can feel if you buy this chocolate.
Physically pleasing to the eye; melting, pouring chocolate, giving almost sexual connotations, plus the scene is set in a bedroom.
Slow-motion, fades, tracking shots, close-ups, all create a dream-like scene.
What are the potential ideological consequences of this advertisement ?
Ideological consequence: encourages obesity.
Superbowl
What groups are represented in this commercial break?
Chevrolet, appeals to specifically American heterosexual men, which is the main audience of the Superbowl. Rock music and lexis: 'you know you want a truck' sells the ideology of masculinity.
Stereotypes of British people being well-spoken and in a higher class.
Insurance aimed towards families, mothers all together watching the Superbowl.
Aimed at people interested in sports, of any ability.
Jurassic world, family films, connotations of nostalgia due to the previous run of Jurassic Park films.
What messages and ideologies are presented about these groups?
The range of adverts appeals to all audiences because of how wide the audience is of the Super Bowl in America.
What does this commercial break say about America in 2015?
There is a mix of tolerance and intolerance towards different groups in America at the time. The car advert including a disabled woman doing multiple sports despite her disability show it is accepting and even proud of indifference in a group of people, sending the message, 'everyone is capable'. However the are also stereotypical representations of women, in the car insurance advertisement, where it gives the message that women are bad drivers.
All of the adverts create a 

Stereotypes: "A commonly held belief about a certain group of people"

RICHARD DYER: The role of stereotypes

• an ordering process
• a shortcut for producers
• a reference point for audiences
• an expression of dominant societal values

Anchor Spreadable butter:

Camera work-

Editing-

Sound- Soft music in background creates calm family atmosphere.

Mise-en-scene- Bright happy lighting.

Elderly people are stereotyped to be deaf and less abled and knowledgable. Typically she doesn't understand todays technology.

Younger children are stereotyped in the advert to have cheeky attitudes which are typical to their age and can be recognised by audiences that have children of their own, bringing a 'relatable' sense to the advertisement.

This girl can:

Camera work- lots of close ups to focus on specific aspects of the different sports women CAN do.

Editing- Specifically fit to the music for almost music video effect.

Sound- Song by solo female artist, deliberately empowering the woman's role.

Mise-en-scene- lots of 

Women are represented in the way that avoids the stereotype of women not being able to take part in sport. It is a positive representation that contradicts stereotypes of women not being allowed to sweat, be fat, or take part in all sports that men take part in.

It also looks on body representation and sends the message that there is no perfect body and that women are allowed to be over-sized yet still live healthy lives with exersise.

Lots of different ethnicities and abilities were shown 

Pot Noodle:

Camera Work- 

Editing- 

Sound-

Mise-en-scene- 

Homosexuality is represented in the advert in the camp characteristic of the boy after being very stereotypically male when training, lifting weights and building his body. 

The role he takes on is typically the role of a female and it is mocked in the way

Different classes and ethnicities are represented: working class with a big family all supporting one member, stereotypical setting and costume of the working class.

However the only black person represented is stereotyped

2002 Pot Noodle:

Sound- Promiscuous music, adds to sexual connotations

Mise-en-scene- Settings, costumes, body language, props all have connotations of sex.

Stereotypes of men having the power, and women being the 'slag'.

Prostitution is glamourised and empowered wrongly.

Stereotypes of boring middle-aged women in contrast to young slutty uncontrollable women, but no in between, as if that is the only two types of women.

DAVID GAUNTLET: Theories of identity

Despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on television. He writes there are now many more representations of gender.

Stereotypical roles of men:

• Men should go to work
• Suit and Tie
• More laborious jobs
• Leaders
• Sports
• Violence and aggression
• Business
• Dominance
• Physical strength and competition 

Stereotypical roles of women:

• Stay home
• Care for children
• Cooking and cleaning
• Shopping
• Lower-payed jobs
• Defined by bodies rather than personality
• "lady-like"
• Submissive
• Sensitive and emotional

Advert Analysis

 These two adverts use very contrasting methods to uniquely sell their products. In the Chanel advert (left), audience focus is drawn to the composition of the image, as significance is placed on the bottle of product which is noticeably larger than the subject. Her body language seems like she is dependant on the product as her limbs are wrapped around it, and she carries a content facial expression. The pure, plain white background signifies a more serious attitude toward fashion and perfume industry. These features create a stereotypical audience aim for  a younger, more modern female adult group. 

In the Heinz advert however, they have used a much more innocent and simple approach as themes of childhood and fairytale are used in the reference to the story of Jack and the Beanstalk. The language used in the advert possibly creates an enigma code for younger audiences, who might experience excitement from the concept of 'magic', and will be intrigued by the products abilities. The rich green colour scheme connotes a natural and organic mood, which will be appealing to parents who prefer healthier diets for their children.