Unit 1 Revision

 Unit 1 Revision

Research Companies

• BARB (Broadcasting Audience Research Board) - TV

• RAJAR (Radio Joint Audience Research) - Radio

• PAMCO/NRS (National Readership Survey) - Print

Interpretations

Most people access print by way of blackbox device, seen in the 64% and 41% of phone and desktop apps; this demonstrates the rise of digital natives accessing media via those blackbox devices as a product of technological convergence.

Trends and patterns will be evident within research and wider knowledge will need to be used when answering questions such as:

• Gender roles and their viewing habits
• Digital natives and their viewing habits
• Digital immigrants and their viewing habits

Examples could be men primarily watching football with data on research sites like BARB; this is because women are less likely to watch football due men being the ones playing and sport having aggressive/competitive connotations which is characteristic of men. Men have a viewing habit to watch sport.

Women are more likely to watch Soap Operas or TV Dramas as they're less physically aggressive and verbal which is stereotypically enjoyed by women. Women are also more likely to watch women's football due to the female representations and empowerment. 

Channels have specific demographics: this is shown via the representations and content within the channels such as Gardeners World on BBC 2 which has a target demographic and audience of older women due to the older (retired) audience having time to watch and work on their gardens and females stereotypically working on the house. The representations within the series is older men and women to confirm this by way of ideal self.

1. Identify and explain two differences in how digital media producers target mainstream and niche audiences. Use examples to support your answer.

Media producers target mainstream mass audiences; this is seen within BBC which has different channels for different target audiences. This is seen with BBC1 which targets a mass mainstream audience through series such as East Enders and Doctor Who which are widely popular and represent ABC1 (the primary audience due to them having disposable income to watch TV with a TV License) men and women between 15-50 which is then reflected in the audience. Women are also more likely to watch these due to their genre of TV Dramas which women stereotypically watch. The BBC also have niche audiences which they target on channels like BBC2 such as Gardeners World which targets older women of 60+ who have an interest in gardening and have time to watch and work on their own garden. Women stereotypically working around the house and older female representations in the series confirm this. 

2. Identify three interpretations that can be made about the methods used by consumers to access published media material.

1. Most people access media via blackbox device
2. Most people who access via print are ABC1 (disposable income)
3. Most people who access via print are digital immigrants 

2 B. Identify the percentage of consumers who accessed published media material in print format. 
 
Explain one reason for this percentage. 

67% of consumers access print via physical copy and this is because of digital immigrants who still want

to access media traditionally and don't want to use phones due to their introduction later in life.

Research Task:

Who is the target audience for BBC Radio 4? - 35-54 year old's of both genders

What types of shows do they broadcast? - News is their biggest reach with radio dramas and comedies as

their second most listened to.

Why might this not appeal to a young target audience? - News is unappealing to a younger demographic

since it's not usually relevant to them and the presenters are 30+ who host shows discussing topics such

as diets and cooking with 'Fed with Chris Van Tulleken'.

What radio stations may the target audience listen to instead? - BBC Radio 1 due to radio hosts like

Greg James.

Public Service Broadcasting

PSB - Channels which can be accessed without paying (you'd have to pay for a streaming service

but not ITV1).

BBC, Channel 4, 5, ITV however, the BBC are different in funding due to the TV license rather than

through advertisements. Due to this, people watch the BBC over other PSB's due to the lack of adverts.

Cross Media Ownership - A conglomerate which owns/produces more than one media type (I.E. print

and interactive)

Vertical Integration - A conglomerate using subsidiaries to produce, distribute and exhibition a product,

giving them complete control over it.

Horizontal Integration - The effect of vertical integration where a conglomerate can distribute a

product onto different platforms. An example would be Disney making a film and releasing it on

Disney + but also on 21st Century Fox's subsidiaries like Fox TV.

Synergy/Cross Promotion - Advertising a product on another platform the conglomerate owns (such as

releasing a film on your streaming service like Disney + and advertising it on a newspaper like Times

Ledger).

Traditional Advertising - Pre-Web 2.0: posters, newspaper ads, radio adverts, TV adverts, billboards etc.

Viral Marketing/Digital Methods - Social media can create instant advertising due to black box devices

(Henry Jenkins 2008) where audiences can instantly share advertisements via social media.

Henry Jenkins (2006) - We now live in convergence culture where we make everything as easy to

access as possible.

Radio

BBC2 - Politics

BBC3 - Phone in/discussions/podcasts

BBC4 - Radio Dramas

Exam Week 

LO1:

Below the line advertising - Targeting niche audiences via specific methods such as E-mail or if an advertisement is niche enough in it's targeting such as The Witcher ice cream fan targeting fans of The Witcher and ice cream/vans. 

Synergy can be achieved by independent companies as they can create websites or posters as cross media advertisement. 

Unit 1 Q9 Tips

Unit 1: Question 9

Digital Media - Accessed via a screen.

Self-Regulation - Products which the audience regulate their own access to (only active audiences can self regulate)

Digital Age - Post-Web 2.0

Debate - Active and Passive Audience 

LO6: Controversy in Media

 Lo6: Controversy in Media

Digital Economy Bill

An act which restricts access to inappropriate content (such as pornography), data protection, protection of intellectual property rights to prevent breach of copyright, to regulate digital marketing and to regulate the relationship between Ofcom and the BBC. - Filters content from passive audience but also proves passive audience in the necessity to filter content for them. This is also representative of Gauntlett's active audience theory that we can filter and adapt content for passive audiences.

Social Media Trend

'Devious Licks' was a Tik Tok trend which appeared in 2021 that involved teenagers stealing items from areas they visit and recording it: examples of this would be soap or towel dispensers to entire toilets and sinks. This was evidently illegal and costed schools thousands to replace property.

The Last Hope Copyright Lawsuit

The Last Hope was a video game which was released on Nintendo Switch consoles as a rip-off for the Sony/Naughty Dog game 'The Last of Us'. Trailers for the game were eventually taken down by Sony and the game was removed from the Nintendo E-Shop. 

Controversial TV Series - The Boys

The Boys (season 3) stands out in it's controversial nature; this being evident in both scenes and articles for the Amazon series. An example of a controversial scene would be one which worsens representations of mental health: this being evident where a woman is going to commit suicide via jumping off a building with a crowd of people below discouraging her. However, the primarily controversial aspect is where the main antagonist, superhero, Homelander comes to 'save her'. Initially trying to convince her to not jump, the scene playing out as the audience would expect and with Homelander being the antagonistic character of the series, him saving someone struggling with mental problems leading to suicide furthers the extent at which the series would value mental health as a international struggle and how we must support it. However, the scene takes a darker turn when a large TV billboard plays a news article of Homelander's girlfriend committing suicide. The tempo gets louder to create tension as a close up shows Homelander's aggrieved emotions. This results in a shot reverse structure between Homelander and the girl as binary opposites when Homelander tells her to jump and the girl pleads, not wanting to actually kill herself. This then results in the girl jumping which is evidently controversial with a character convincing someone to commit suicide. Furthermore, news articles on the series include quotes such as 'its serialization of American nationalism and imperialism' with the show having a political commentary with its characters like Homelander and A Train.

Controversial Game - Red Dead Redemption 2

Red Dead Redemption 2 was controversial due to its historical context (set in 1899) and its developers, Rockstar Games, who made the infamous Grand Theft Auto series with their practices for development which forced employees to stay at work 24 hours a day at the end of Red Dead 2's production, not seeing their families for months. Furthermore, the game's historical context features issues like racism and elitist racist groups as well as poor working conditions in conjunction with sexism and predjudice. 

Theorists

Theorists in Media 

LO3: Theorists

Genre

• David Bordwell (1989) - Any theme or ideology can appear (same as Tim O'Sullivan 1998) and certain themes are common across specific genres (unique to David Bordwell 1989).

• Barry Keith Grant (1995) - All genres have sub-genres.

• Patrick Philips (1996) - Genres offer comfortable reassurance, audiences know what type of media they are consuming because of the genre (e.g. they know horror will be scary).

• Branston and Stafford (1999) - Media industries use genre to sell their products to audiences because they know what they are going to see.

• Rick Altman (1999) - Media gives specific pleasures such as: visceral pleasure (John Wick 3), emotional pleasure or intellectual puzzles.

Representation

• Laura Mulvey (1975) - Male gaze theory, objectifying women.

• Richard Dyer (1983) - Audiences should question stereotypes to see if they are typical or not such as a weak woman following stereotypes but a strong one challenging them.

• Alvarado (1987) - Cultures in media misrepresent minorities/ethnicities via stereotype. Examples of these are outsiders, evil, pitied or humorous.

• Tim O'Sullivan (1998) - Representations reflect ideologies and these are stereotypes.

• Earp and Katz (1999) - Men feel a pathological need for violence

• Carl Rogers (1980) - Ideal Self/partners

Narrative 

• Vladimir Propp (1928) - Stock characters exist to fill in the roles of a narrative (e.g. Heroic protagonist, villain/antagonist, prince/princess character) - John is the heroic protagonist and The Adjudicator is the antagonist therefore, this proves Vladimir Propp's (1928) theory.

• Levi Strauss (1958) - Binary opposites exist such as good vs evil which is best shown via editing and camerawork - There is a shot reverse shot structure between John and Winston in the scene where John has come for revenge to display a binary opposite in good vs evil. This is furthered In a binary opposite between The Adjudicator and John/Winston in another shot reverse shot structure where there is good vs evil, male vs female (with female in power) and old vs young therefore, this proves Levi Strauss' theory (1958).

• Todorov (1977) - Narratives follow a set structure (equilibrium - break of equilibrium/enigma - attempt at repair - new equilibrium) - John Wick 3 challenges Todorov's narrative structure theory (1977) due to starting at the enigma and ending at another new enigma however, there is still attempt to repair and the enigma in parallel to the start of the film can be seen as a new equilibrium.

• Pam Cook (1985) - Enigmas no matter where they appear in the narrative (such as a fight) are resolved - John fights people and beats them therefore, resolving enigmas proving Pam Cook's (1985) theory.

• Tim O'Sullivan (1998) - Narratives represent ideologies through stereotypes (stereotype = Tim O'Sullivan) - John is a powerful male in an action setting (David Bordwell 1989 as a theme) which is a stereotype and therefore, follows Tim O'Sullivan's 1998 theory.

LO6: Theorists

Passive Audience - Negative Effects

• Stanley Cohen (1972) - Moral Panics: Demonizing certain parts of cultures by the mass media; targeted demographics which are demonized and viewed negatively due to media are: Teenagers, racial minorities, those of differing sexuality and people of certain religions (especially middle Eastern). - Stanley Cohen's Moral Panics theory is seen through the character of A train within The Boys where he (as a POC) is signified to be a villain character within the narrative. This is seen at the very beginning where he is the first ever introduced super hero in the story and he kills the heroic protagonist's girlfriend to therefore, set him as the enigma within the narrative and the primary antagonist. This is signified by his costume which is now covered in blood to depict him as a murderer before he runs away with a dashing sound effect to connote the enigma which is now present for Hughie in his girlfriend's death. 
• Another example would be Homelander whose costume is representative of patriotism (featuring an American flag on his cape) and would therefore, be the hero however, he kills groups of Middle Eastern POC, believing they're terrorists who would be seen as the villains due to their costume denoting them as Middle Eastern who are stereotypical the villains. This is therefore, demonising Middle Eastern culture through stereotypes and use of juxtaposing Mis En Scene in costume which represents Stanley Cohen's moral panics theory. This is also reflective of Adorno's hypodermic syringe theory in the verisimilitude of representing Middle Eastern wars in the Middle East and the war between America which links into real life and could influence American/patriotic audiences to take action against those of Middle Eastern backgrounds. This also demonstrates Gerber and Gross' theory as audiences may relate to their own conflicts within current wars such as Gaza and act out racist events to replicate this scene. 

• PACKARD (1979) - Hypodermic Syringe: Mass media is injected into audiences like a hypodermic syringe. Audiences will copy what they see in media. - Adorno's Hypodermic Syringe theory is seen within Red Dead Redemption 2 and the level in which the heroic protagonist assists a suffragette protest. However, within the level there are sexists against the movement. Players used the game's freedoms to shoot the suffragettes with YouTube videos such as 'annoying feminist fed to alligator' to represent sexist ideologies. This also then reflecting Tim O'Sullivan's theory regarding the representations of ideologies within media. However, talking to the suffragette also demonstrates sexist attitudes which audiences may reflect with quotes such as 'men are such judgmental pr****'. 

• Craig Anderson (2007) - Desensitisation: Audiences who play video games have become desensitised to violence. This links into the visceral pleasure theory presented by Rick Altman (1999). - Audiences can be desensitised to violence due to scenes in The Boys such as Homelander killing a shooter and whispering to him before he dies slowly. Audiences can become desensitised to violence because of this therefore, proving Craig Anderson's theory. However, the effects of this may be temporary therefore, proving Chris Ferguson's theory.

• Chris Ferguson (2012) - 'There is no long term effect' - This theory is that the desensitization is only a temporary and not long-lasting effect of media in direct response to Craig Anderson.

• Gerbner and Gross (1979) - Cultivation Theory: The more you access media the more you believe it's real life. - Realistic relationships and reactions are demonstrated such as Hughie losing his girlfriend and going out so much to do illegal activity to get vengeance on the person that killed her. Audiences may replicate these illegal actions because of the relatable scenario of losing a loved one therefore, proving Gerber and Gross' theory. This is also shown in The Deep who is portrayed as a loser who has lost his touch and does also illegal activity (stealing a dolphin) to try and bring spotlight onto himself which teens may relate to and replicate in their own way. 

Active Audience - Positive Effect

• Gauntlett (1995) - We filter and adapt content: Audiences can filter the way that they allow themselves and their children to moderate the ways that they access media through self regulation. These include: censorship, parental controls, age ratings and not following the hypodermic syringe (Adorno 1979) theory by copying what they see in media. - This also is shown by the digital economy bill which filters content for audiences to prevent them accessing media they shouldn't. - This is seen in The Boys due to its platform: Amazon Prime which has child lock features that parents can interact with to set an age restriction so that younger audiences do not access the series due to its 15+ age rating. 

• Blumler and Katz (1972) - Uses and Gratifications: Audiences can find gratifications in media; these are: Surveillance, Escapism/Entertainment, Ideal Self/Partners and Social Interaction. 

• Rick Altman (1999) - Genres offer pleasures: These include: Visceral, Emotional and Intellectual pleasures. 

• Hall (1980) - Different readings (preferred, negotiated and oppositional): Audiences can interpret media in different and unintended ways. An example of this would be in The Boys with the scene of Home lander deafening a blind superhero and saying 'What makes you think I would want to work with a cripple in the Seven'. The preferred interpretation would be to villainise Home lander further through an act the show clearly knows is horrific and intends to reflect onto the audience. The negotiated aspect is to still represent a capable disabled hero within the narrative beforehand but then putting them back down anyways. The oppositional reading would be the audience seeing the show as against disabilities and in support of stereotypical patriarchal, patriotism male characters instead. This scene also demonstrating this through Rick Altman's visceral pleasures, Blumler and Katz due to the shock leading to social interaction in support of this and Earp and Katz against it with the pathological need of male violence. Home lander continues to state to Ashley 'the only reason you're here - is because I brought you here' therefore, furthering male stereotypes of patriarchy over women which is representative of Tim O'Sullivan's ideologies and Richard Dyer with stereotypes being conveyed rather than challenged.

L03: Representation Theory

L03: Representation

LO3: Narrative Theories

 LO3: Narrative Theories

LO3: Sound

LO3: Sound

Sound creates emotion and allows the audience to feel a certain way.

There are 2 groups of sound:

• Diegetic
• Non-Diegetic

Diegetic Sound

Sound which can be heard in the audience and that the characters within the film can also hear such as dialogue as natural sound. This is caused by an action on screen. Within a car chase you may hear the engine revving or the sound of the breaks screeching the car to a halt; these are diegetic sounds which connote enigma through the action and speed. These being sound effects, some of these may be made louder or included to allow the audience to hear and feel the effect and extent of these sounds to give adrenaline and make drama. Sound effects which happen in the story (such as a gunshot added in post production) are still diegetic as the characters can hear it.

An iconic line of dialogue from John Wick Chapter 3 would be 'I have served - I will be of service'. This connotes the effect and presence of the high table in the series however, in the setting where John says it to Winston as he's rid of his excommunicado, having 'served' and now he will be 'of service' to Winston. This creating enigma in the implication that he will kill him.

Non-Diegetic Sound

Sound which can be heard by the audience but not heard by the characters within the scene such as soundtrack. This sound has been added in post-production. This is used to emphasize action on screen. Examples include: soundtrack, stings and incidental music. Incidental music is a soundtrack which fits the theme of the scene that is taking place. This is determined by pace and tempo. For an example: a fast paced car chase would use incidental music with a fast pace and high tempo. 

• 2 different scenes with Sound Effects - diegetic
• An example of dialogue for a heroic moment - diegetic
• An example of dialogue for an antagonist - diegetic
• An example of a sting - non-diegetic
• Two different incidental music with pace and tempo - non-diegetic

Within the library scene: a slow paced, low tempo droning song plays as John reflects on his past; kissing his last photo with his wife by way of insert shot to further emphasize the importance of the photo and challenge male stereotypes through showing John's emotions. However, this incidental music initially connotes a melancholic disposition; this changes into a tense, unnerving track however to signify the feeling that John is being watched. This is denoted further by way of a subtle thunder clap (through diegetic sound effects) which signifies the presence of enigma and foreshadows the approach of Ernest who has come to execute John. 

This scene continues with  a shot reverse shot structure in which Ernest towers over John; the enigma furthered in the use of a high angle over the shoulder shot from Ernest's perspective. The scene (whenever John speaks) cuts to another over the shoulder shot (now low angle to demonstrate which character is in power). John says to Ernest 'I still have ti-' to which Ernest interrupts with 'Is almost up.' The camera quickly cutting from Ernest's towering perspective over John, back to the low angle (with John) as he interrupts him. This furthered by the juxtaposition in good vs evil (Levi Strauss theory) via the shot reverse shot structure; the antagonist threatening the heroic protagonist as he's still speaking to further antagonize him and to create enigma. Ernest disregards the rules of John's excommunicado by attacking him early in 'who's gonna know the difference?' to again emphasize the enigma. This is furthered in the use of dialect, with Ernest being Russian and saying 'Is' rather than 'it's' which is illicit of Stanley Cohen's moral panics theory of a stereotypically evil man based on accent. This reflects John being up against a foreign enemy therefore, encouraging John to overcome this cheater even more. This again, even furthering the enigma and putting more spectacle into the fight scene that follows.

In this same scene Ernest says '40 million is a lot of money' in reference to John's bounty however, in a heroic moment John retorts 'not if you can't spend it' before attacking Ernest. This puts the audience's adrenaline high with John's dialogue antagonizing and threatening Ernest despite his position of power connoted in this scene (e.g. low angle) furthering enigma.

Incidental music is used once again (as a common theme throughout the film), with a fast paced, high tempo in conjunction with a wide crowded shot to denote John up against his two attackers. The connotation of this is danger, with a high threat towards John which is furthered in the context of these attackers being assassins for the high table therefore, creating enigma. 

Earlier in this scene, John's 'defeat' before the real fight is signified when the blades of the assassins create a sharp (diegetic) sound as they stop by John's head. This is significant as a low angle is used to show the heroic male protagonist in a vulnerable position, at the assassin's mercy before they let him stand up to 'really' fight. The reason for this evident in 'It is an honor to fight with you, Mr.Wick'. This creates enigma as John is put in an underdog role with two of his toughest opponents however, this is furthered by spectacle in them being his biggest fans who took inspiration from him. The tension is lowered before this quote however, as the slash from before is juxtaposed with another sound effect of the attacker putting his weapon away to help John up.

Another example of high tempo, fast paced incidental music is evident in the fight against Zero in which the music constantly cuts and starts again like stings in the periods of break and fighting. The music going silent suddenly as Zero and John disappear and thundering again as he attacks. This creates spectacle in the fight due to the constant switching of tempo to create enigma in the audience. Similarly to the previous scene against the assassins, this represents a patriarchal society as only men are shown to be capable fighters who show no emotion in their innate stoicism.

During the scene in which John must prove his fealty to the king of the high table through sacrificing 'his witness' meaning his previous life and therefore, his marriage, meaning he must remove his finger that contains his wedding ring. Enigma is made as the prop of a blade is given to John to signify to him and the audience what must happen. John plunging the blade into his finger, severing it as a sting is used to climax the slow, quiet, droning tempo and pace of Incidental music to give emphasis to the scene. This furthered due to how crucial a point in the narrative this is; this being John's attempt at repair to remove the excommunicado.