component/paper 1 - media products, industries and audiences Flashcards
topics covered; advertising and marketing (TIDE, KOTV, SUPERHUMAN), music videos (formation and riptide), newspapers (the times and daily mirror), radio (george's podcast), video games (assassins creed)
TIDE STUDY
What industry is tide from? (Who, when, where)
Tide is an American brand of laundry detergent manufactured and marketed by Procter & Gamble.
Introduced in 1946, it is the highest-selling detergent brand in the world, with an estimated 14.3 percent of the global market.
TIDE STUDY
What is the context of tide?
- Designed specifically for heavy-duty, machine cleaning, Procter & Gamble launched Tide in 1946 and it quickly became the brand leader in America, a position it maintains today.
-
The post-WWII consumer boom of the 1950s includes the rapid development of new technologies for the home, designed to make domestic chores easier. Vacuum cleaners, fridge freezers, microwave ovens and washing
machines all become desirable products
for the 1950s consumer. Products linked to these new technologies also develop during this time, for example, washing powder.
TIDE STUDY
Analyse the media language in tide
- Z-line and a rough rule of thirds can
be applied to its composition. - Bright, primary colours connote the
positive associations the producers want
the audience to make with the product. - Headings, subheadings and slogans are
written in sans-serif font, connoting
an informal mode of address. - This is reinforced with the ‘comic strip’-
style image in the bottom right-hand corner with two women ‘talking’ about the product using informal lexis (“sudsing whizz”). - The more ‘technical’ details of the product are written in a serif font, connoting the more ‘serious’ or ‘factual’ information that the ‘1,2,3’ bullet point list includes.
- Suspense is created through the enigma of “what women want” and emphasised by the tension building use of multiple exclamation marks.
- Bathes’ Semantic Code could be applied
to the use of hearts above the main image. The hearts and the woman’s gesture codes have connotations of love and relationships.
It’s connoted that this is “what women
want” (in addition to clean laundry!) - Hyperbole and superlatives (“Miracle”,
“World’s cleanest wash!” “World’s whitest
wash!”) as well as tripling (“No other…”)
are used to oppose the connoted superior cleaning power of Tide to its competitors. - This Symbolic Code (Barthes) was clearly successful as Procter and Gamble’s competitor
TIDE STUDY
what are the representations in tide?
- In advertising for these types of texts, stereotypical representations of domestic perfection, caring for the family and servitude to the ‘man of the
house’ became linked to a more modern need for speed, convenience and a better standard of living than the women experienced in the pre-war era. - The dress codes of the advert’s main female character include a stereotypical 1950s hairstyle incorporating waves, curls and rolls made fashionable by contemporary film stars such as Veronica Lake, Betty Grable and Rita
Hayworth. The fashion for women having shorter hair had a practical catalyst as long hair was hazardous for women working with machinery on farms or in factories during the war. - The headband or scarf worn by the woman also links to the practicalities that women’s dress codes developed during this time. For this advert, having her hair held back connotes she’s focused on her work, though this is perhaps binary opposed to the full makeup that she’s wearing
TIDE STUDY
Analyse the audience perspective in tide
- The likely target audience of increasingly affluent lower-middle class women were, at this point in the 1950s, being appealed to because of their supposed need for innovative domestic technologies and products. The
increasing popularity during the 1950s of supermarkets stocking a wider range of products led to an increased focus by corporations on brands and their unique selling points. - The likely audience demographic is constructed through the advert’s use of women with whom they might personally identify (Uses and Gratifications Theory). These young women are likely to be newly married and with young families (the men’s and children’s clothing on the washing line creates these connotations).
- The endorsement from Good Housekeeping Magazine makes them an Opinion Leader for the target audience, reinforcing the repeated assertion that Tide is the market-leading product.
TIDE STUDY
What is the preferred reading?
- The preferred reading (Stuart Hall) of the advert’s reassuring lexical fields (“trust”, “truly safe”, “miracle”, “nothing like”) is that, despite being a “new product, Tide provides solutions to the audience’s domestic chores needs.
TIDE STUDY
What is the oppostional reading of tide?
Reaction of horror finding it sexist, believe tide is not the best product on the market, very negative response. Negotiated reading – in the middle – audience member understands and accepts some of those messages but rejects some of them
DEF
What is normalisation
The more you are told something the more normal it begins to feel
DEF
What is dominant ideology
Ideas of the dominant groups within society - most wide held view
It is the mainstream beliefs
DEF
What is residual ideology
Beliefs that come from older generations and are not as common
THEORY
What is Gerbner’s theory
Include its link to advertising
cultivation theory
The more we see the same representations and messages the more we believe they are true. This is because they are becoming normalised.
Advertising developed significantly during the 1950’s and this theory - developed in early 1970s, explains some of the ways in which audiences may be influenced by media texts such as adverts. The tide advert aims to cultivate the ideas that: this is the brand leader - nothing else washes to the same standard, it’s a desirable product for women.
The more women saw TIDE advert the more they thought if they bought it they will be powerful like Rosie
THEORY
What is Stuart hall’s reception theory
Include its link to advertising
reception theory
How the audience receives texts and interpret it.
Key words - encoding, decoding;
The text is encoded by the producer and decoded by the reader and there may be major differences between two different readings of the same code:
Preferred reading - what the producer wants the audience to think
Oppositional reading - when audiences take a different reading of the product
Negotiated reading - where two sides are in the middle ^^
For example the preferred reading of the tide advert is/was that women needed the product to make them happier and pretty. However an oppositional reading of this now would be that it’s sexist and women are self made.
RTR
What is the context of Rosie the riveter
Was an allegorical cultural icon of WW2, representing the women who worked in factories and shipyards during the war. These women sometimes took entirely new jobs replacing the male workers who joined the military. Rose the riveter is used as a symbol of American feminism and women’s economic advantage.
RTR
What are the annotations/messages of the Rosie the riveter advert
- she still looks glamorous showing expectations
- empowering woman, bold title letters
- patriotic colours worn for USA
- rolling upper sleeve = getting stuck in and encouraging others
- looking at us directly = directly addressing audience
RTR
What was the purpose of the rosie the riveter poster, how did it encourage the female target audience to feel and act?
The purpose of the poster was to encourage women to go to work while their husbands went off to war. Its close textual reference of colours she wears symbolises USA and power. Her gesture code also reflects the sense of women being strong. This encouraged the female audience to work and feel strong and powerful themselves, because of the gesture codes shared towards the audience.
DEF
What is non diegetic and diegetic sound
Non diegetic sound is sound added on eg. Song or voiceover
Diegetic sounds is what we see on the screen that’s from the video
THEORY
What is the ‘uses and gratification theory’ and give the reasons and descriptions
Suggests there are certain reasons why an audience responds to different media texts.
reason - entertainment and diversion:
description
Audiences consume media texts to escape from their everyday lives. They choose entertaining texts that allow them to divert their attention from the real world.
reason - information and education:
description
Some media texts are consumed by audiences when they want to be informed and educated. Newspapers and news programmes educate and inform and help an audience to find out what is happening in the world
reason - social interaction:
description
Some media texts like the X factor can provoke interaction with the audience. Social media can now spark an immediate reaction and get people talking while the action is still happening.
reason - personal indentity:
description:
Some audiences like to watch or read media texts because they can compare their life experiences with those represented in it. Audience pleasure comes from empathising and identifying with characters or content represented in them.
DEF
Define endorsement
Advertisers often use celebrities to endorse products such as David Beckham promoting adidas. These types of ads can be much more expensive to produce. However, ordinary people are often used to endorse everyday goods like washing up liquid
DEF
Define hard sell and soft sell
Hard sell:
A short loud and concise - telling you the price of the product and why you need it with as little info as possible
Soft sell:
Promotes the product with an associated lifestyle or mysterious story. This may have the audience wondering what the product is about until the final image.
DEF
What is the mode of address
How the advert as a media text speaks to us. This could be by a celeb speaking to us directly
DEF
What is tokenism
The practise of doing something only to prevent criticism and give the appearance that people are being treated fairly.
THEORY
What is Roland Barthes theory
Link to advertising
(Semiotics)
According to Barthes, anything in culture can be a sign and send a specific message.
Barthes semantic code could be applied to the use of hearts above the main image. The hearts and the woman’s gesture codes have connotations of love and relationships. It’s connoted that this is what women want as well as having a clean home.
Connotation - the associated meaning and what the term signifies
Eg. 🩷 = love and romance
Denotation - the literal meaning and what the item is
Eg. 🩷 = heart
DEF
what is compassion fatigue
can be caused by a long ad with multiple examples of suffering. too much guilt can be counterproductive and make audiences not want to donate due to the consistent invase feelings of guilt and pity. eg. water aid ad
define contrapuntal sound
these are sounds that are used in deliberate contrast to the action that is being shown on the screen
define synchronous sound
is audio that lines up precisely with whats happening on the screen
define overlapping sound
sound including dialogue that overlaps from the scene in which it begins into the next scene.
newspapers
Define tabloid
Refers to the dimensions of the newspaper: a tabloid is smaller and more compact in size than a broadsheet. Also refers to a newspaper the content of which focuses on lighter news eg. Celebrity gossip
newspapers
Define broadsheet
Describes a quality newspaper that publishes more serious news
newspapers
What is news corps
News corps is the biggest player in the newspaper (conglomerate) of which news uk is a subsidiary of. It’s owned by Rupert Murdoch
His media empire includes, the sun, the times, and more.
newspapers
Who is the daily mirror owned by
Reach plc
newspapers
Define circulation
A count of how many copies of a particular publication are distributed
newspapers
What are right wing and left wing newspapers
Right wing newspapers:
Those that tend to support political parties such as the Conservative Party, believe in the free market and oppose socialism (a political and economic system in which the means of production and property have public ownership and are not controlled by the government.)
Left wing newspapers:
Those that tend to support political parties such as the labour party and socialist policies that advocate social equality
newspapers
Define news agenda
The list of stories that may be in a particular paper. The items on the news agenda will reflect the style and ethos of the paper
newspapers
What are the advantages of online newspaper sites
- are immediate and up to date
- regular access
- more interactive opportunities offered - such as videos
- apps are available
- navigation tool allows users to select the news that interest them
newspapers
Define political bias
When a newspaper may show support for a political party through its choice of stories, style of coverage, etc. it may be subtle or explicit.
newspapers
Define popular press
Refers to the cheaper newspapers with a mass circulation. They are also commonly knows as tabloid press. Headlines tend to be more dramatic and enigmatic
newspapers
Define quality press
Refers to newspapers that are distinguished by their seriousness. They cover the news in more detail and international stories. They were previously known as broadsheet newspapers. Headlines tend to carry out more information
newspapers
Define masthead
The name of the paper, which may encode its ideology. This may also be communicated through the typography chosen for it
newspapers
Define plug/puff
This is at the top of the front page and its purpose is to broaden the appeal of the newspaper to the reader by suggesting what else the paper can offer them.
newspapers
Define headline
This is used to hook the audience and may use a range of language devices, including puns, alliteration, and hyperbole.
newspapers
Define strapline
This is usually above or below the main headline and provides more detail about the story.
newspapers
Define standalone image
This draws the eye of the reader. These images are usually taken by photographers who work for the newspaper or who are freelance
newspapers
Define central image
Arresting images with no story attached. They may be used as a hook to attract an audience
newspapers
Define a splash
An important news story that will be the lead on the front page
newspapers
Define jump line
This follows the teaser headline on the front page and encourages the reader to buy the newspaper in order to read on. Eg. Turn to page 6
newspapers
Define a stand-first
A Block of text that introduces the story, normally in a style different from the body text and headline
newspapers
Define a pull quote
A quote from the story that is enlarged and appears within the text
newspapers
Define colloquialism
Used to establish an informal communication with the audience
Black Panther - FILM
What are the 7 codes and conventions
- genre conventions
- narrative conventions
- character conventions
- visual style conventions
- intertextuality
- soundtrack conventions
- cinematographic techniques
Black Panther
How does Black Panther demonstrate the codes and conventions of the marvel franchise?
ONLY ONE EXAMPLE HERE:
We see the convention of fight scene choreography and soundtracks in Black Panther when Black Panther is fighting his challenger - Michael B Jordan. During this, camera movements are fast and follow the two, accompanied with fast paced music. This is done to intensify the scene, and leave a longer lasting impression on the audience. Audiences would respond with a tense manner as they wonder what will happen next.
Black Panther
What is Afrofuturism
A genre that centred Black history and culture and incorporates science fiction, tech, and futuristic elements into literature, music and visual arts.
Black Panther
How does Black Panther employ afrofuturism
Because it references both contemporary and historical forms of African culture as material for a futuristic narrative.
film poster conventions - what to look for when analysing film posters
Name atleast 5 of the 11 conventions
- Genre indications - images and copy on the poster provide clues about the genre
- Visual codes - clothing, colour, gesture, expression gives clues about genre and narrative
- Iconography - objects, background and setting to set genre
- Promise of pleasure - words and phrases that may be used to suggest how the audience will feel whilst experiencing the film
- Star billing - the positioning of the image of the actors or their names to give narrative clues
- Stars - which actors involved give clues
- Tag line - memorable phrases associated with the film
- Images
- Language and mode of address
- Mark of quality - film company shown to show the quality of the film
- Expert criticism
individual newspapers and their context - THE SUN
What is the (industry) context of the sun?
- owned by Rupert Murdock, who also owns fox and sky TV
- paper is 59 years old
- conservative - right wing
- published by ‘the news group newspapers division’ of ‘News Uk’
individual newspapers and their context - THE DAILY MIRROR
What is the (industry) context of the daily mirror?
- owned by parent company ‘Reach plc’
- targets “the workers” and labour supporters
- over 700,000 of its traders are ABC1’s
- politically independent stance however some say it is left wing
individual newspapers and their context - THE GUARDIAN
What is the (industry) context of the guardian?
- owned by The Scott trust
- left wing
individual newspapers and their context - THE TIMES
What is the (industry) context of the times?
- part of the times newspaper group, a subsidiary of News Uk.
News Uk is a British based American owned newspaper publisher, owned by News Corp by Rupert Murdoch. - has a neutral stance in politics, but leans to the right
newspapers
What are the 3 aspects of mediation to look out for
- Selection
What has been included, or, what has been left out! You would consider why they have chosen that image, those words and left out the bigger picture. - Organisation
Consider the placement in the mid-en-scene. How much of this is realistic? Is there sense of narrative? Could this have been created to reduce the connotations of the audience? - Focus
The audience encouraged to focus on specific aspects of a text - what are they in the one you are viewing? Tabloids scream tension, large facial image catches the eye - this is not a coincidence it has been designed this way.
newspapers
Name 5 of the 12 news values
- Negativity (bad news is always rated above positive positive stories)
- Closeness to home (audiences relate more stories that are close to them)
- Recency
- Currency - opposite of the above and runs for a long time eg. Kidnapping
- Continuity - events that are likely to have a continuing impact eg. War
- Uniqueness.
- Simplicity.
- Personality.
- Expected/predictability.
- Elite nations or people.
- Exclusivity
- Size.
