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
A short description of the text
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 mis-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.
newspapers
What are news values
A conceptual framework used within journalism to describe the gatekeeping practices of the mainstream news media
What does this mean?
Stories are more likely to become news if they fit some of their set criteria
newspapers
What is a mid market paper?
A middle-market newspaper caters to readers who like entertainment as well as coverage of important news events. Such newspapers are the middle segment of a continuum of journalistic seriousness
They combine serious news and entertainment
newspaper comparisons
What are the differences in images within the three main types of newspapers?
Tabloid
- Extremely large image to catch attention
- Smaller image to show impact on society
- Cartoon characters to show unserious
Mid market
- Smaller images that are less centred
- Images at the bottom, headline is bigger and has priority
broadsheet
- Usually one focus image that matches the headline
- Usually in the centre and quite large
newspaper comparisons
What are the differences in layout and design within the three main types of newspapers?
tabloid
- Lots of colours
- Large text in clear font
- Short factual info
- heading at the top in bold
mid market
- Headline is the biggest
- More sophisticated font
- less colours and drawings
- Large ad on front
broadsheet
- Quite small font on paper
- A lot of information
- Not many colours
- Very formal and sophisticated font
newspaper comparisons
What are the differences in content within the three main types of newspapers?
tabloid
- more gossip
- Short factual information that is sometimes wrong
- More humorous
mid market
- Contains some more statistics
- Information is expanded more in general
Broadsheet
- More factual
- Statistical and sophisticated
- Heavy amount of information on each page
newspaper comparisons
What are the differences in language within the three main types of newspapers?
tabloid
- humorous
- Improper tones/vocab
- Silly slogans
- Short sentences
mid market
- clear language with a more formal tone
- Less gossipy but still contains drama talk
- Serious
broadsheet
- Formal tone and vocabulary with sophisticated language
- No gossip, serious tone with clear accurate information
newspapers
What are the ABC rankings
A, B and C1 are the highest three social grades in the most commonly used classification. Media companies frequently use the proportion of their audience in these grades as a measure of the affluence of their audience — and therefore the attractiveness of the audience to advertisers.
ABC1 has high income and education
music videos
What are the 3 types of music videos? Describe them
- Performative
feature a solo artist or a band performing to the camera - Narrative
tells a story, logically or sequentially through a chain of events that are put together to run parallel to each other - Thematic
uses a theme based on the genre or the song’s meaning
music videos
Define synergy
When brands work together for mutual promotion
music videos
Define royalties
Money earned when others use your song
music videos
Define persona
The character or image portrayed by an artist
music videos
Define product placement
The act of paying to have your product used in a film or video
music videos
What is a close up shot
Only a portion of the body is seen in the frame
music videos
What is a medium/mid shot
Half of the subject is in the frame
music videos
What is an extreme (close up) shot
Portion of a subject is seen closer eg. An eye
music videos
What is a long shot
Full person is within the frame
music videos
What is an establishing shot
Done to establish the place/scenery - loads of people in shot
music videos - Beyoncé study
Give context on who Beyoncé is etc.
- born 4th Sep 1981
- Michael Jackson is her musical influence
- shot to fame as the lead singer of Destiny’s child in 1997
- DC split in 2006
- currently signed to Columbia records owned by Sony
- 22 Grammy awards
- married to Jay Z with 3 children
music videos - Beyoncé, Formation study
Give context to Formation
- released the day before Beyoncé performed at the Super Bowl final in feb 2017
- genre = bounce
music videos - Beyoncé, Formation study
Formation is made in the genre ‘bounce’. Give information and context about this genre
- originated in New Orleans housing projects and neighbourhood during the late 1980’s
- in 2000, bounce experienced an emergence of openly gay rappers who began to shatter the myth of homophobia within the hip hop culture.
- hurricane Katrina (August 2005) served as the biggest mechanism to spread bounce music due to many artists dispersing and performing in other major cities.
music videos - Beyoncé, Formation study
Who were the black panthers
- initially organised to protect African Americans from police brutality
- evolved into a Marxist revolutionary group that was labeled by the FBI as “advocating the use of violence and guerilla tactics to overthrow the US gov”
- the party had thousands of members and chapters in several cities at its height in the late 1960’s
music videos - Beyoncé, Formation study
How do Alvarado and Levi Strauss’ theories apply to formation
Alvarado
Voiceover = humorous
Dancing shown = exotic
Police scenes and hurricane Katrina = dangerous
Beyoncé in all black and jewellery = dangerous
Levi Strauss
- Black and white
- rich and poor
- power and powerless
- privileged and under privileged
- young and old
- violence and peace
- light and dark
music videos - Beyoncé, Formation study
In the video, what links are there to slavery
- location is reminiscent of a plantation Manor or house with slave owners would reside. In the video it has been blackified
- the image of plantation owners photographed outside their homes and greeting their slaves is juxtaposed by the imagery that Beyoncé cultivates in her video
- she is wearing black which could symbolise her ethnicity
music videos - RIPTIDE case study
Give context of the artist and who the video was directed by
VANCE JOY
- Australian singer- songwriter signed to Atlantic records
- his music can be categorised as fitting into the indie folk-pop genre
Directed by Dimitri Basil and Laura Gorun and has had over 500 million views on YouTube
music videos - RIPTIDE case study
What style is the music video edited in? What does the editing do for the audience?
Montage.
It invites them to interpret the video their own way
music videos - RIPTIDE case study
How does the music video subvert the music video stereotypes?
The lyrics are overtly represented in the music video “I was scared of dentists and the dark” shot of female looking “scared” with a metal contraption in her mouth that suggests she is at the dentist’s chair followed by a shot of a light swinging in a darkened room.
music videos - RIPTIDE case study
How does the colour green connote money and envy?
According to Roland Barthes
“constructed meanings can come to seem self-evident” the colour green could be said to have achieved Barthes’ status of a myth through naturalisation which might allow for complicated readings of the image.
music videos - RIPTIDE case study
What could “all my friends are turning green” mean?
That the “friends” are envious or that friends in other bands have
“sold out” by giving into money
music videos - RIPTIDE case study
Is the representation of woman subverted or reinforced?
It could be said that it does both.
For a reformed audience who would have the oppositional viewpoint and want to challenge the representation it would subvert it. However a mainstream audience may not try to analyse the semiotics and it could reinforce the representation of women
music videos - RIPTIDE case study
Given an example of women’s bodies being represented as an object to be watched
One shot where a woman with her back to the camera undresses out of her swimming costume. And throughout the video there are many shots of disembodied isolated sections of women’s bodies such as bare feet running away - Van Zoonen theory
music videos - RIPTIDE case study
How are Camera angles used to represent women?
High angles to make them seem smaller and low key lighting to make them seem fearful
music videos - RIPTIDE case study
What do the long takes do to the audience?
Make them uncomfortable
suggesting that the victimisation of women is not desirable and should make them be able to question it.
music videos - RIPTIDE case study
How are the victimised representations subverted?
Some women manage to escape
therefore acting as their own
hero’s creating a more powerful,
independent representation
music videos - RIPTIDE case study
How does Wes Anderson’s style connect with the riptide music video?
Exaggerated, bold, colorful outfits being worn, Story is crafted to tell a chronologically ordered story with lyrics, colour is reminiscent to styles in the ’40s, elements in frame carefully considered and chosen using different rules such as direct approach and rule of thirds as well as close ups, panning etc.., editing with different cut styles and similar frames in places, music style is folk and indie pop which is similar to Wes Anderson.
video games
What are console exclusive titles
The console maker will pay the developer for exclusive rights to the game to offset the developers loss of potential profit
video games Assassins Creed III study
How can Hesmondhalgh’s theory be applied to Assassins creed?
- This game is already part of a dedicated fan base which means there is no risk
- Ubisoft can keep bringing out more versions to maximise their profit
- Pre audience
video games Assassins Creed III study
Who was assassins creed released by?
Sony
video games Assassins Creed III study
Who are the developers and publishers of Assassins Creed?
Ubisoft
video games Assassins Creed III study
When did Assassins creed begin?
2007
video games Assassins Creed III study
What is a ‘AAA’ game?
A title that is developed by a large studio which if funded by a huge budget
video games Assassins Creed III study
how can Curran and Seaton’s theory be applied to Assassins Creed?
- Ubisoft are a AAA game company
- Profit by releasing sequels (Franchise)
- Limiting creativity by being a franchise
video games Assassins Creed III study
What is the age rating of Assassins’ Creed?
18
video games Assassins Creed III study
How is Assassins’ creed
Liberation different from the normal franchise?
The protagonist/Main character of the game is a women which is mixed race.
- This changes targeted and preferred audience
video games Assassins Creed III study
How can Henry Jenkins fandom theory be applied to Assassins Creed?
The creation of fan edits and social media pages creates more of a targeted audiences which increase numbers.
video games Assassins Creed III study
What platforms did
Assassins creed release on?
- PlayStation
- ХВОХ
- Nintendo
- Steam
- PSVITA
video games Assassins Creed III study
What is Media synergy?
How is media synergy used in Assassins Creed?
- The impact of using a cross-media approach to engage the target audience.
This is used as they released
- Board games
- Movies
- Video games
- Mobile games
video games Assassins Creed III study
How can Blumler and Katz Uses and gratification theory be applied to Assassin’s Creed?
This can be applied as Assassins Creed follows some game specific uses and gratifications which can include Role play, Problem solving, Narrative, Exploration and Engagement in real-world problematic behaviour. Role play can be seen in AC as the audience is playing as the character in the game and acting out their story.
Exploration can be seen in AC as it includes open world landscapes and the gameplay is a open world simulation. Problem solving is seen throughout the AC as there are multiple objectives and challenges to complete such as the boss fight with Basim.
video games Assassins Creed III study
What are some game specific uses and gratifications used in Assassins Creed?
- Role play
- Narrative
- Exploration
- Problem solving
- Engagement in real world problematic behaviour
video games
What is textual poaching
This is when audiences take a media product and remake or rework it to create their own meaning
Examples of textual poaching an audience might do is fan made videos, fan reviews, fan art, fanfiction et cetera
film
What is a media conglomerate
This is a company that owns other smaller companies across a range of media platforms. This increases the domination of the market and their ability to distribute and exhibit their product.
film
What are the 3 biggest global media conglomerates
- Disney
- Comcast
- Time Warner
film - black panther study
How does Black Panther adhere to the typical conventions of the superhero genre?
- Sidekick/tech character
- There’s a villain and hero and the hero always wins
film - black panther study
How does Black Panther subvert to the typical conventions of the superhero genre?
- The sidekick is a woman and his sister
- There are two villains
- Female fighters
film - black panther study
How does Black Panther challenge traditional Western Hollywood representations of race and ethnicity?
- African culture is rich and advanced
- White characters are secondary and often ignorant/evil
film - black panther study
Give production context to the film
- 17th film in the Marvel cinematic universe
- Directed by Ryan Coogler - black Director
- Produced by marvel Studios
- Black Panther part of phase 3 the Infinity saga
film - black panther study
Which companies were involved in the production of Black Panther?
Marvel and Disney Studios
film - black panther study
Who are marvel Studios?
A Disney owned production company, who produce superhero films
film - black panther study
What is the Marvel cinematic universe? Where does Black Panther fit in the Marvel cinematic universe?
It is a media franchise centred on a series of superhero films
It is part of phase 3 of the MCU
film - black panther study
What was the Black Panther movement?
A revolutionary political organisation in the USA from 1966 to 1982
film - black panther study
“ bury me in the ocean with my ancestors that jumped from ships. Because they knew death was better than bondage.”
Why is this such an iconic line?
References transatlantic slave trade that began in the 15th century. The process of forcefully transporting people from Africa to America to become slaves. It reflects his passion for the liberation of black people.
film - black panther study
What was the marketing campaign for Black Panther?
- marketing campaign began in June 2017
- Teaser trailers were shown between NBA games on Disney owned TV Channel ABC
- Official trailer was released on 16th of October
- The trailer featured the track Bagbak rapper Vince Staples and excerpt from the 1970s track ‘the revolution will not be televised’ African-American poet and musician Gil Scott-Heron
- A collaboration with Lexus, called ‘ long live the King’ was shown during the Super Bowl
- The film used product placement showcase this car
- A new trailer for the film, dropped during the college football national championship game, featuring Lamar’s and SZA’s song from the film “ all the stars”
- The Black Panther soundtrack featured music produced by popular award-winning rapper and songwriter Kendrick Lamar
- Welcome to Wakanda catwalk show at New York fashion week
- Hasbro toys also sold toys for the movie
film
What is horizontal integration?
What are the advantages of it and how is horizontal integration seen in Black Panther?
This is when a media company acquires companies of the same media type.
Advantages; production costs can be minimised, resources can be shared, markets can be controlled
Horizontal integration in black panther; shared resources - Marvel characters, Disney personnel, Disney productions Studios
film
What is vertical integration and what are its advantages?
When a media or film production company owns two or more businesses that are responsible for making and distributing a film
Advantages:
- Disney retains all profits from profit distribution
- Full control of when and where their products are broadcast
- Cross media synergies – use subsidiary companies to promote their products and maximise profits
- Producing and distributing product internally creates substantial cost savings
- Can restrict competitors access on their distribution channels
- Capture upstream and downstream profits
film
What are the risks in the media industry?
- Audience taste virtually impossible to predict
- High production costs of media products
- Mass competition
- Media products have limited consumption capacity (buy it once type of product)
film - I Daniel Blake study
When was the film released and who directed it?
Released in 2016 directed by Ken Loach
film - I Daniel Blake study
Who funded the film and who distributed the film?
BBC films and British film Institute BFI funded the film
eOne distributed the film
film - I Daniel Blake study
What are the social realism genre conventions of the film?
- Low budget
- Features lesser known actors and doesn’t rely on special effects
- Addresses, contemporary British social issues
film - I Daniel Blake study; social and political contexts of the benefits system
What is the work capability assessment?
A test used by the Department for work and pensions (DWD) to decide if claimants are eligible for ESA
film - I Daniel Blake study; social and political contexts of the benefits system
What is an ESA
Employment support allowance - financial support for people too sick or disabled to work
film - I Daniel Blake study; social and political contexts of the benefits system
What is a JSA
jobseekers allowance - an unemployment benefit you can claim while looking for work
film - I Daniel Blake study; social and political contexts of the benefits system
What is PIP
Personal independence payment - can help you with some of the extra costs if you have a long-term illness or disability
film - I Daniel Blake study
Give context of Ken Loach
Ken Loach is a socialist
- He is well known for his left-wing political view
- Supportive of the welfare states
- Critic of conservative policy
- In August 2015, he endorsed Jeremy Corbyn‘s labour leadership programme
film - I Daniel Blake study
What marketing was used to promote the film?
- used light as a graffiti effect saying ‘ i Daniel Blake’ on the house of Parliament in London, targets British audience and makes a clear political message
- Premier in Newcastle, which is where the film is based, and Jeremy Corbyn was invited to the premiere which engaged left-wing people and gained publicity
newspapers - the times and daily mirror study
Look at both newspaper covers and note down similarities and differences
See the eduqas set product sheet and venn diagram
newspapers - the times study
Looks at front cover of the times study and analyse it.
See the eduqas set product sheet.
newspapers - the daily mirror study
Looks at front cover of the daily mirror study and analyse it.
- The masthead: this is the name of the paper, which can signify the paper’s ethos and ideology. For example, the Daily Mirror suggests that the paper reflects and
‘holds a mirror up’ to what is going on in society. - The typography of the masthead also communicates messages, the bold font is strong. This paper is a red-top tabloid along with The Sun. However, in recent years the Mirror has aimed to distance itself from The Sun, and has tried to become less concerned with gossip and celebrity, and more with political issues.
- However, the other main story and the plug both refer to celebrities suggesting that this is still part of the paper’s focus.
- The slogan states ‘FIGHTING FOR YOU’ suggesting that the reader is part of the community of the newspaper and the newspaper’s producers are making the point that the newspaper can be influential within society.
- The paper is one of the only obviously left-wing newspapers. This can be seen in its treatment of the main story, which reinforces the newspaper’s anti-government stance in its criticism of the Health Minister, Jeremy Hunt, and the government’s policy.
The political bias of the paper is evident. The caption accompanying the image of Jeremy Hunt is ‘HAPLESS Tory Hunt’ further reinforcing the opinion of the paper.
See the eduqas set product sheet for more.
kiss of the vampire study
Look at the KOTV film poster. Analyse 5 things about it.
- dark gothic background to show the audience it is a dark horror film
- bats and the colour red to symbolise the depth of horror and what it’s about
- The ‘V’ in the title also keeps horror interlinked with a white text to stand out and symbolise the teeth of a vampire with sharp edges.
- similar to Dracula, with a woman as a victim, dressed sexually but still glamorous while dead
- Eastman colour - in yellow to stand out and attracts more viewers
- men are mainly listed first and could be in order of importance
- main star in red to make him stand out
- Hammer film production and a universal release were popular horror companies - which show it was global and popular
kiss of the vampire study
Give the context of the study (who produced and distributed etc)
- produces by Hammer film production
- distributed by J.Arthur Rank and Universal
- KOTV was intended to be the 2nd sequel to 1958’s Dracula
give context to channel 4 remit
- purpose is “to create change through entertainment by representing unheard voices” (minority groups)
- commercially funded but publicly owned
- reflects interests of different communities across the UK
- works with 300 creative companies across the UK yearly
SUPER HUMAN tokyo paralympic games 2020
link the theoretical perspective of george gerbner to superhuman.
- This theory suggests that audiences may have become used to the conventions of this subgenre of advertising which raises awareness of a particular social group. Due to the repetition of certain codes and conventions, for example, the focus on the specific disability accompanied by a voice-over with serious mode of address, they may accept this view of the world and perhaps be somewhat ‘immune’ to their purpose.
- Alternatively, this advertisement can also be said to challenge Gerbner’s assertions. As a result of viewing advertisements whose aim is to raise awareness and give a voice to previously under-represented groups, audiences may question their assumptions and be more open to the representations in advertisements like Super. Human., which offers a refreshing and more realistic perception of what it means to be disabled and one that challenges common preconceptions and mainstream values.
SUPER HUMAN tokyo paralympic games 2020
Consider how audiences may interpret super.human in different ways.
- The advertisement may make some audiences feel uncomfortable as it uses shock tactics to make audiences aware of the issues facing disabled people in their sport as well as in their everyday lives. For example, time lapse photography is used to show a bruise developing and there is a close-up shot of a blister being popped. Audiences may also be affected by seeing disabled rugby player Kylie Grimes unable to enter a café as her wheelchair cannot get over the step.
- The advertisement also challenged audiences to examine how they may use outdated language to categorise disabled people by the on-screen slogan at the end of the advertisement ‘To be a Paralympian there’s got to be something wrong with you’. The aim of this is to encourage
audiences to see this as something positive and that being a Paralympian is something of which to be proud.
SUPER HUMAN tokyo paralympic games 2020
Consider how the advertisement super.human targets, reaches and addresses its audience. (include: personalisation, technical codes, audio codes, and USP)
- The use of personalisation will reach the audience. Super.Human. deals with real, human stories focusing on the day-to-day struggles of being an athlete in training and disabled. The individual narratives are constructed to encourage the audience to identify with the athletes and their lives.
- The technical codes include a lot of close-up shots, some of which are uncomfortable, for example, the popping of the blister. It also gives the audience access to views with which they may be unfamiliar, such as the attaching of a prosthetic blade, all of which hold their attention. The editing cuts between the athletes’ gruelling routines and clips of cartoon moments, lightening the mood and engaging the audience through humour.
- The audio codes address the audience. The soundtrack is a recognisable song from the musical Bugsy Malone, So You Want To Be a Boxer. The choice of this upbeat, stirring tune grabs the audience’s attention with its connotations of struggle and hard work paying off. Older audiences will be familiar with the film from which it is taken. Other audio codes suggest struggle, heavy breathing and grunting and these are juxtaposed with sounds from everyday life, such as a woman in childbirth and a baby crying.
- The unique selling point is the ‘showing’ of the athletes’ stories. There is no voice-over and no graphics moralising on the plight of the disabled. Instead, there is an attempt to give a realistic portrayal of the lives of disabled athletes. The audience are left towards the end of the advertisement with the words ‘To be a Paralympian there’s got to be something wrong with you’, encouraging them to examine their own misconceptions of disability in the light of what they have just viewed.
SUPER HUMAN tokyo paralympic games 2020
link the theoretical perspective of stuart hall to superhuman.
This advertisement goes some way to address Hall’s assertions that stereotyping occurs when there are inequalities of power, and that excluded groups, such as the disabled, are constructed as different. In the advertisement, the focus is on the athletes as ordinary sports men and women striving to achieve a goal. The athletes are three dimensional and distinct from each other; therefore, the advertisement avoids simplifying their representations.
- The upbeat soundtrack, use of personalisation and positive representations of the event and the athletes as both ‘Super’ and ‘Human’, encourages an audience to accept the ideologies and intended meaning of Channel 4, the encoder, in creating the advertisement. The use of real people creates a preferred reading that the audience should invest in their narratives and subsequently watch the Paralympic Games.
- Some audiences may adopt a negotiated position, acknowledging the legitimacy of the encoder’s position, but may feel more distanced from the sporting theme of the event. However, this audience may be more open to the positive approach of the advertisement and examine their misconceptions about disabled people and their lives more generally.
- Oppositional responses may come from those who are not supporters of Channel 4 and its ethos of giving voice to those who are under-represented. They may be older, not regular viewers of Channel 4 or not interested in sport of any kind.
SUPER HUMAN tokyo paralympic games 2020
how does the ad represent the paralympians?
The advertisement actively avoids negative stereotypical representations of Paralympians as victims to be pitied, or heroes, ‘superhumans’, to be viewed in awe. Instead, the representations
create a realistic, ‘blood and guts’ feel to the advertisement. The representations cover both genders and give a different view of the world of disability to that of ‘having something wrong with you’.
analyse the media language in super.human.
- The narrative follows the lives of the
Paralympians and their battles through training. The sequence where the athlete is trying to sing ‘Happy Birthday’ to his daughter on a mobile phone whilst training on a bike reinforces the clash between the sport and the family and further establishes the athletes as real people. - There are also some more stylised sequences constructed to convey meaning. The dream sequence reappears later in the advert and is edited with a Channel 4 news clip announcing the postponement of the Games. The impact of this is shown as the athletes fall ‘over the edge’.
- The advert also uses humour to convey information, for example, the image of the hamster on the wheel and the ‘puke bucket’ are recognisable visual signifiers of struggle. The animated sequences also insert aspects of the comic into what is a gruelling regime.
SUPER HUMAN tokyo paralympic games 2020
link the theoretical perspective of roland barthes to superhuman.
- clothing is used to rapidly place the athletes within their sport, for example, the track cyclist’s clothing or the swimming costumes contrast with the athletes in their everyday life, such as the hospital clothing when the woman is giving birth or the casual clothing when the wheelchair user tries to access the cafe. these signs serve to illustrate aspects of the lives of the people and creates realism.
SUPER HUMAN tokyo paralympic games 2020
analyse how super.human uses visual codes
- iconography and settings are related to the athlete and sport. eg. ellie simmonds putting on her goggles in the pool or training in the gym, but these settings are juxtaposed with domestic scenes of everyday life as a disabled person, suggesting normality of the situation.
- gestures communicate frustration, competition and celebration, visually highlighting the hard work.
SUPER HUMAN tokyo paralympic games 2020
analyse how super.human. uses technical codes
- close up shots of expressions to engage the audience and to portray aspects of disability in a non-victim way, showing that this is part of their lives.
- slow motion used to show the cycling track crash combined with muting tthe sound for more dramatic effect.
SUPER HUMAN tokyo paralympic games 2020
analyse how super.human. uses audio codes
- the soundtrack ‘so you want to be a boxer’ by bugsy malone effectively communicates the struggles of the disabled athletes while still maitaining a positive feel.
- a voice over and dramatic music appear at the start of the ad but rapild change to the alarm and realities of daily life.
- sound effects underscore the music, emphasising the battle of training including groans and grunts and tape being applied.
SUPER HUMAN tokyo paralympic games 2020
what is the background info on super.human.
- created by bradford young an oscar nominated cinematographer
- created by 4 creative agency
- produced by serial pictures and somesuch - a global production company that works with channel 4
- ad explores the sacrifices made and endured by paralympic atheltes in preperation for 2020 tokyo games.
radio - georges podcast
what are the codes and conventions of radio
- dialogue = the conversation between the host, presenter, or DJ and their guests
- direct address = talking to audience as if they are invloved in the conversation
- emphasis on sound = music, jingles and sound effects to create atmosphere and interest
- advertising = commercial breaks to generate revenue
- silence = to create suspense, emphasis, or mark the end of scene/segment
- roaming reporters = gather news or information from the field
radio
give context to the BBC
- 1967 - launched BBC Radio 1
- british broadcasting cooperation
- access worldwide
- their remit; inform, educate, entertain
- funded by TV license payments and sells their tv show formats eg. traitors UK and USA and AUS
radio - george the podcast
what is the audience
- young demographic
- 25+ radio 5 = 35-55
- interest in politics
- diverse; black african ethnicity, black british
- informed and educated and entertained
- socially aware and interest in social issues
- well educated
newspapers
what is IPSO, whats bias about them?
an independent press standard organisation
* was created a sresult of leveson inquiry
* BUT they are not leveson compliant
* a regulator
* newspapers pay a memebership fee to be a part of it, this is bias as they are technically now in favor of newspapers due to this
have you heard george’s podcast
About the podcast
It is not a conventionally scheduled radio show, recorded in chapters like seasons and books and released on BBC sounds as a podcast, hosted by George and produced by Ben Brick, each episode focuses on a particular theme relevant to its young, diverse and educated audience.
have you heard georges podcast
Features of George’s Podcast
Rap, Poetry, Orchestral, Political, Engaging, Young, Passionate, Focus on inequalities in society & the need to change, importance of black music, intellectual property of black music, profiteering urban music, urban music was relabelled from black music contributing to economic and social change, accessibility, influence.
newspapers
what is the leveson inquiry
was about the media breaching privacy. where a girl had died and the media (news of the world - rebecca brookes) hacked into her phone. this was to look at her voicemails and gain more information for their stories.
* werent any charges
music video shots
What is a zoom shot
When the camera moves from a long shot towards the subject or out to a long shot exposing more detail
music video shots
What is a panning shot
When the camera moves across the scene, imparting information to the audience
music video shots
What is a tracking shot
When the camera follows the character or the action
music video shots
What is a tilt shot
When the camera rotates vertically from top to bottom, or vice versa
What is fly on the wall angle
A form of documentary filmmaking in which the camera is an invisible presence, positioning the viewer voyeuristically as an unseen observer - hence the term fly on the wall
What is demographic profiling?
A way of categorising audiences by dividing consumers into groups based on age, sex, income, education, occupation, household size, marital status, home ownership or other factors. This information is of used to some media industries, for example it can help advertisers determine their target audience for particular products and develop adverts that focus on a specific demographic.
What is psychographic profiling?
A way of categorising audiences based on personality, values, opinion opinions, attitudes, and lifestyles
What is an active audience?
This describes an audience who responds to and interprets the media products in different ways and who actively engages with the messages encoded in the products
What is a passive audience?
This describes an audience that does not engage actively with the product. They are more likely to accept the preferred meaning of the text vouch challenge. This also suggests that passive audiences are more likely to be directly affected by the messages contained within the product.
What is desensitisation?
This is a psychological process which suggests that audiences who are exposed regularly to active violence through films and video games, for example, are increasingly less likely to feel empathy or concern when exposed to violence, bad language or other forms of aggressive behaviour
radio
What is cross platform marketing?
What one form is advertised on another media platform. For example, BBC One will broadcast promotional advertisements for its radio stations; these will also be on the BBC website.
radio
How is the BBC regulated?
The BBC is self regulatory. The company works with producers to ensure that there will be no need for Ofcom to intervene except in extreme circumstances.
What are right wing newspapers?
Those that tend to support political parties such as the conservative party and UKIP, believe in the free market and oppose socialism
What are left-wing newspapers?
Those that tend to support political parties such as the labour party and socialist policies that advocate social inequality
