Cultural Industries - Factsheet 168

Factsheet 168

1) What does the term 'Cultural Industries' actually refer to?

It refers to the creation, production, and distribution of products of a cultural or artistic nature.

2) What does Hesmondhalgh identify regarding the societies in which the cultural industries are highly profitable?

Hesmondhalgh identifies that the societies in which the cultural industries are highly profitable tend to be societies that support the conditions where large companies, and their political allies, make money.

3) Why do some media products offer ideologies that challenge capitalism or inequalities in society?

This happens because the cultural industry companies need to continuously compete with each other to secure audience members. As such, companies outdo each other to try and satisfy audience desires for the shocking, profane or rebellious. There are also longstanding social expectations about what art and entertainment should do, and challenging the various institutions of society is one of those expectations.

4) Look at page 2 of the factsheet. What are the problems that Hesmondhalgh identifies with regards to the cultural industries?

- Risky business
- Creativity versus commerce
- High production costs and low reproduction costs
- Semi-public goods; the need to create scarcity

5) Why are so many cultural industries a 'risky business' for the companies involved?

The cultural industry company is reliant on other cultural industry companies to make audiences aware of the existence of a new product or of the uses and pleasure that they might get from experiencing the product. Companies cannot completely control the publicity a product will receive, as judgements and reactions of audiences, critics and journalists etc. cannot accurately be predicted. This could make it difficult to achieve high levels of profit for independent or individual companies.

6) What is your opinion on the creativity v commerce debate? Should the media be all about profit or are media products a form of artistic expression that play an important role in society?

I think that these two factors are equally important as they depend on eachother, for example, if the media was all about profit, in order to achieve this, it would also have to produce products that are artistic and have value in society in order for consumers to enjoy it. If media producers are not making content that the audience doesnt like or want to see, producers will generate low sales revenue, therefore their profits would be low. In order to produce media products that show an artistic expression, producers must also generate high profits otherwise they will not be able to fund the production costs.

7) How do cultural industry companies minimise their risks and maximise their profits?

Cultural industry companies minimise their risks and maximise profits through vertical integration. Vertical integration is when a media company owns a range of businesses in the same chain of production and distribution. For example, a company might own the film studio that makes a film, the distributors that sell it to cinemas and then the movie channel that premieres it on TV which allows companies to reduce costs and increase profits. It also helps minimise risks as it guarantees that the product will reach large audiences and is made available to consumers.

8) Do you agree that the way the cultural industries operate reflects the inequalities and injustices of wider society? Should the content creators, the creative minds behind media products, be better rewarded for their work?

I agree that the way cultural industries operate reflects the inequalities and injustice of a wider society as although there is some coverage of lower classes, the focus tends to be on higher classes.I believe that content creators should be better rewarded for their work as they are paid significantly lower than actors who usually earn at least triple what directors do. I think this is unfair as part of the reasonn they are paid so much more is simply because of their name and popularity in the industry. Content producer deserve higher rewards as without them, a lot of media content that we have now wouldnt exist, and stars depend on their create work in order to continue working and earning money.

9) Listen and read the transcript to the opening 9 minutes of the Freakonomics podcast - No Hollywood Ending for the Visual-Effects Industry. Why has the visual effects industry suffered despite the huge budgets for most Hollywood movies?

The visual effects industry has suffered despite the huge budgets for most Hollywood movies due to Rhythm and Hughes facing severe financial difficulties.

10) What is commodification?

This is the transforming of objects and services into commodities. At its most basic level, it involves producing things not only for use, but also for exchange.

11) Do you agree with the argument that while there are a huge number of media texts created, they fail to reflect the diversity of people or opinion in wider society?

I agree as when you look at newspaper headlines they are usually all based around the same topic with the exception of a few. The fact that some companies also own so many smaller individual companies, or use vertical integration also means that opinions are not diverse as audiences are being fed the same viewpoint over and over again without us realising.

MIGRAIN: Industries - Ownership and Control

1) Conglomerate: Disney
    Best Known For: Books, films, theme parks
    Vertical Intergration: Disney world, disney land, disney channel
    Horizontal Intergration: ABC and Hulu
    Synergy: Theme parks, disney games, merchandise(eg: toys, costumes etc)
    Diversification: Freeform and ESPN
   
2) Do you agree that governments should prevent media conglomerates from becoming too dominant? Write an argument that looks at both sides of this debate.

I strongly agree that governments should prevent media conglomerates from becoming too dominant as it gives them power over such a large amount of people which can be misused, for example it could be used to portray certain political or ethical views which would then impact how their audiences perceive things in real life. What we see broadcasted could also be misleading as we wont know what is true or not as the media conglomerates might be biased.

3) Briefly describe the production, promotion and distribution process for media companies.

Production - provides audiences with the media products they want. It needs to consider the audience’s desires and should provide the gratifications the audience expects.

Promotion - researches and identifies the target audience for the product, and uses advertising and marketing strategies to inform and persuade them of the value of the media product.

Distribution - process uses the most appropriate methods for getting the product to the audience
and making it as easy as possible for them to access it.

4) What are the different funding models for media institutions?

Different institutions have different models of income generation. These different business models
and potential income streams will impact on the way each institution produces, markets and distributes its products. For example, the BBC is funded by a licence fee and it has a public service
remit, it is more likely to screen programmes with a regional interest than other broadcasters. Other funding models are: ITV, Sky One and The MailOnline.

5) The article gives a lot of examples of major media brands and companies. Choose three examples from the article and summarise what the writer is saying about each of them. 

Disney - A family friendly brand that focuses on children’s entertainment. It created iconic logos such as the dream castle, Walt Disney’s signature and Mickey’s ears, which allow audiences to recognise the brand.

Marvel - Developed from its hugely popular original comic book publications. It is jointly owned by Sony, Disney and Fox Marvel and produces superhero movies.

Spotify - A music streaming and downloading service where customers do not have to pay and can listen with ads, or pay monthly for a subscription to listen to music without ads.

6) What examples are provided of the new business models media companies have had to adopt due to changes in technology and distribution?

The fragmentation of modern audiences and the rise of ‘free culture’ means that all institutions

are now having to reconsider their business models, for example, the movie industry has invested enormous sums of money into 3D technology, in order to encourage audiences into cinemas.

7) Re-read the section on 'The Future'. What examples are discussed of technology companies becoming major media institutions?

One example given is Google and how it now owns YouTube, and has revolutionised the way we access music and moving-image entertainment and information.

8) Do you agree with the view that traditional media institutions are struggling to survive?

I disagree as although technology is becoming more advanced and there are new business models, many institutions are keeping up to date with this and adapting as trends change, such as some cinemas showing 4D movies and the music industry creating online services as well as sharing it traditionally through CD's and vinyls.

9) How might diversification or vertical integration help companies to survive and thrive in a rapidly changing media landscape?

It allows them to reach larger audiences with their view and content through other companies which will allow them to expand and generate higher revenues and re-invest.

10) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media conglomerates maintain their control?

I think it could go two ways - audience and institutions could grow together and become dependant on eachother or the audience might begin to increase the amount of control they have as the media has to produce content that viewers want to see. 

MIGRAIN: Industries - Regulation

Factsheet 128

1) What is regulation and why do media industries need to be regulated?
Systems of regulation are required to provide rules and regulations to ensure that organisations operate fairly. In the media industry there are several regulatory bodies that exist to monitor the way that their industries work - OFCOM – the Office of Communication (for broadcast media like radio and tv), Advertising Standards Authority ( for the advertising industry) and Independent Press Standards Organisation (for newspapers). There is also the Authority for Television On Demand which is used to regulate on demand services.

Media industries need to be regulated to prevent young people from obtaining material that is unsuitable for them. Regulation was also introduced to govern how the video rental market should work.

2) What is OFCOM responsible for?

The OFice of COMunication (OFCOM) is responsible for regulating television, radio, telephone services and some aspects of the internet - tv and radio in particular as they granted licences to TV and Radio stations because it is illegal to broadcast without one.

3) Look at the section on the OFCOM broadcasting code. Which do you think are the three most important sections of the broadcasting code and why?

i think section 8: privacy is one of the most important as everyone has the right to protect their own personal information if they dont wish for it to be shared with other people. i also think that section 1: protecting the under-eighteens is important, specifically regarding younger children, as the media can influence their behaviour and view on real life things in a negative way if they are exposed to it a lot. Lastly, i think that section 4 is one of the most important as it should be respected and it should be ensured that it is not used for violence.

4) Do you agree with OFCOM that Channel 4 was wrong to broadcast 'Wolverine' at 6.55pm on a Sunday evening? Why?

i agree because it was broadcasted at a time when families might sit together and watch tv and the content shown isnt suitable for young children to see, and some parents might not want to expose their children to it. Seeing violence in the film could also impact the way children behave in real life which parents would then have to try and control.

5) List five of the sections in the old Press Complaints Commission's Code of Practice.

- Section 1: Accuracy
- Section 2: Opportunity to Reply
- Section 3: Privacy

- Section 4: Harassment
- Section 5: Intrusion Into Grief and Shock

6) Why was the Press Complaints Commission criticised?

It was criticised as it was found that a newspaper had been found to break the rules, however nothing was done about it due to a lack of statutory power, and little is done to stop this.

7) What was the Leveson enquiry and why was it set up?

It was an inquiry into the culture, practice and ethics of the press and came about as a result of the phone hacking scandal.

8) What was the PCC replaced with in 2014?

It was replaced by the Independent Press Standards Organisation (IPSO). This has been set up by the newspaper industry itself and it’s code of practice it follows the same codes that were administered by the PCC.

9) What is your opinion on press regulation? Is a free press an important part of living in a democracy or should newspapers face statutory regulation like TV and radio?

I think press regulation in some cases is necessary to ensure that peoples privacy is not invaded. I also think that the news (in the form of newspapers, radio and news channels on tv) should be regulated to ensure that what is being reported is accurate and to make sure that the people dont bend the truth in order to avoid a lot of controversy, hate crimes and violence in society.

10) Why is the internet so difficult to regulate?

It is difficult to regulate the internet because there is so much content that it is almost impossible to monitor, especially in todays modern society when something can be shared so easily by so many people. It is also difficult as some things can be hidden or made to appear less harmful than what it actually is.

MIGRAIN: Updated Index

1) Media consumption audit

2) Language: Reading an image - advert analyses

3) Reception theory

4) Semiotics: icons, indexes and symbols

5) Genre: Factsheets and genre study questions

6) Narrative: Factsheet questions

7) Audience: classification - psychographics presentation

8) October assessment learner response

9) Audience theory 1 Uses and gratifications

10) Audience theory 2

11) Audience theory: Media Effects factsheet

Audience Theory 3

Factsheet 30

Activity
1)Sometimes as i watch tv shows and movies that have violent scenes but i dont usually play video games and i am not violent in real life.

2)Occasionally, as it depends what the product is and whether its something i actually like and would use.

3)

Blog questions

1) What are the four categories for different effects theories?

-Direct effect theories
-Diffusion theories
-Indirect effect theories
-The pluralist approach

2)What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 

- Child’s Play – The murder of Jamie Bulger
- Marilyn Manson – The Columbine High School shootings
- Natural Born Killers – a number of murders committed by romantically linked couples. In one case, the director was sued for inciting violence although the court case was later dismissed

3)What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.

On April 20, 1999, two teens went on a shooting spree at Columbine High School in Littleton, Colorado, killing 13 people and wounding more than 20 others before turning their guns on themselves and committing suicide. The crime was the worst high school shooting in U.S. history and prompted a national debate on gun control and school safety, as well as a major investigation to determine what motivated the gunmen. Some people realised that the students were fans of Marylin Manson - a rock singer who made references to anti-religious topics and references to sex, violence and drugs - leading some audiences to believe that this was what lead to the students' motive.

4)What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?

-Listening to Marilyn Manson caused teenagers to open fire in a high school killing students and teachers.
-The Columbine High School shootings occurred due to a complex relationship between:
     *The ease of access to firearms and the social acceptance of gun ownership
     *The alienation felt by teenagers who felt as though they did not fit in
     *The hopelessness caused by living in an area where unemployment was high and was                           economically disadvantaged.
     *The general desensitisation caused by access to a range of violent images: film, TV, the news,             the internet.

5)What does Gerbner's Cultivation theory suggest?

Gerbner researched whether watching tv influences the audiences ideas and perception of everyday life. His theory suggests that tv viewing can have a long term, gradual but significant effects on the audiences attitudes and beliefs. 

Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid.

Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a far worse and dangerous place than it actually is; heavy viewing of tv is creating a homogeneous and fearful populace.

6)How does this front page of the Daily Mail (from this week - Wednesday 16 November) link to Cultivation theory?

This article addresses the fact that children are becoming addicted to digital technology in the article. This idea is also planted in the consumers mind as soon as they see the cover as the heading states 'under 5's glued to screens 4 hours each day'. This links to the cultivation theory as the article also explains that  screen time is substituting for vital developmental necessities like all-round physical motor skills and social and communication skills, supporting the idea that the more time people spend 'living' in the world of technology has an effect on they way they think and perceive things in the real world, as the article also states that it is having a 'negative physiological effect on the brain' and headteachers have also reported that 'children seem less empathetic and have shorter attention spans than before.'

7)What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?

The facstsheet suggests that there are two types of violence - good and bad. Good violence would be when violence is used for reasons such as: protecting a family member or stopping a criminal. Bad violence would be when it is used for things such as: financial gain or fun, threatening weaker people and threatening the state/government.

8)What criticisms of direct effect theories are suggested in the factsheet?

Critics see both these direct theories as having an elitist element suggesting a judgement is being made about the mass audience as they are assumed to be easily led and not perceptive or self-aware. The individual nature of the members of the audience is not taken into account.

9)Why might the 1970s sitcom Love Thy Neighbour be considered so controversial today? What does this tell us about Reception theory and how audiences create meanings?

Love Thy Neighbour appears to many modern viewers, racist and offensive. Times have changed and so have people’s attitudes and values as we are surrounded by different races and religions in society so racism is no longer accepted (by some people). This proves that Stuart Hall's theory that media texts are polysemic is true as the example shows how what used to be seen as comedy (the preferred reading) is now seen a racist and unacceptable (a counter-hegemonic reading).

10) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?

The Sun and The Guardian as they often report the same ‘facts’ very differently.

11)Which audience theory do you think is most convincing? Why? It is important that you develop critical autonomy in judging the arguments for and against different theories and form your own opinion on these issues.

I think that Hall's reception theory and the 'Uses and Gratifications' theory are the most convincing audience theories, as i agree that audiences are free to interpret the media in different ways as there is a lot of evidence that can prove this. It is one of the most logical theories as every ones minds work differently and not everyone will think the same thing or agree with each other, which leads to different audiences perceiving the media in different ways. I also believe that audiences make a conscious decision as to what they view online as people use technology for different things such as personal identity or surveillance.

Audience Theory 2

1) Social learning theory has been criticised for simplifying the causes of violence in society. Do you think the media is responsible for anti-social behaviour and violence?

Social learning theory suggests that people learn from one another via observation, for example through watching movies or playing video games. I think the media is partly responsible for anti social behaviour and violence, particularly in younger children. This is because they arent as mature or experienced and are still learning whats wrong and right, so if they see something they copy it. However i think that other factors have to be taken into consideration such as upbringing and surroundings, as these can also have a major impact on how someone acts.

2) How is social learning theory relevant in the digital age? Are young people now learning behaviour from social media and the internet? Give examples.

Social learning theory is becoming more relevant than it once was due to technology advancing and the increase in the use of social media platforms such as youtube. Young people are learning from social media and the internet as it is something we are surrounded by as it is used for most things, such as information, education and entertainment. The fact that people are now exposed to the media at such a young age means that is one of their primary sources to learn from meaning they follow in the footsteps of what they see other people doing online as young people such as children are still vulnerable.

3) Research five examples of moral panic from the last 50 years. To what extent was the media responsible for these moral panics? Was the concern in society justified? How have things changed as a result of these moral panics?

Mods/Rockers
AIDS
9/11
Ebola
Video nasties

4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?

Child safety
Cyber security
Digital privacy

5) How does the author suggest that technopanics should be addressed - rather than through government regulation?

Social learning
Coping strategies
Education/empowerment based solutions
Resiliency

6) Do you think the internet should be regulated? Should the government try and control what we can access online?

No, because this would cause people to rebel and find alternative ways to access what has been restricted and feel like they have lost their freedom, also what may be considered as harmful to some may not be perceived the same way to others. People should have the choice to access what they want and make decisions for themselves.

7) Apply Gerbner's cultivation theory to new and digital media. Is the internet creating a fearful population? Are we becoming desensitised to online threats, trolling and abuse?

To a certain extent we are becoming desensitised to these things as they are something we see so often now compared to what we used to, that we become accustomed to it. For example we hear about shootings so much in the news now that we are used to it and audience reactions are lower as we're not as shocked by it anymore. On the other hand i dont believe that we are becoming desensitised to it as in response to what we hear through the media we as an audience are more cautious and on edge. For example, when the news was reporting events such as the increase in motorbike muggings, some people become more paranoid when they are out as the media has created a sense of fear.

8) Is heavy internet use something we should be worried about in society? How would you define 'heavy internet use'?

Heavy internet use would be when somebody cant physically go a period of time without using it and might have withdrawal symptoms. If somebody used the media everyday as a their only source of happiness or a way to passively live through other peoples lives then this would be an example of heavy internet usage. It is something to be worried about in society as studies have proved that it could lead to depression.

Audience Theory

Hypodermic needle model

1) The article suggests that playing video games - even for a short amount of time everyday - your more likely to show aggressive behaviour. This links to the hypodermic needle model as it shows how what you see in the media can influence the decisions you make in real life. In this particular study it shows how seeing violence in video games can result in people having a more hostile, negative outlook on the real world.

2) The cover describes how a 15 year old is a 'video game addict who rarely leaves his bedroom' and how this relates to his hacking skills. Describing the boy in this way makes the audience believe that if you let your child play violent video games, their behaviour will be influenced and they will become more unsociable.

Some people may criticise this cover as it assumes that media is the only factor is the only cause for his behaviour when other factors could have also contributed to this outcome.

Two-step flow model

1) The two-step flow model was developed in the 1940s because the hypodermic needle theory was considered too simplistic, assuming the audience consumed media without thinking.The two-step flow model instead suggests the audience are influenced by ‘opinion leaders’ in the media who mediate how the audience react to media texts. The theory suggests the media is not all-powerful and that social factors are important.

I think that the two-step flow model is still relevant today as there is an increasing use of social media platforms such as instagram and youtube, where there are many popular figures who are looked up to and considered as 'role models' or inspirational to some audiences. This makes the views and opinions that they share more likely to be believed by the people watching their videos, or seeing their instagram posts, influencing the way we see things.

2) This youtube blogger fits into the two-step flow model as an opinion leader. This is due to the fact that he has a lot of followers as he has more than 2 million subscribers. Having a large following makes it easier to spread his views to other people, and influence or change some audiences mindsets on topics he explores on his channel.

3) It fits into the two-step flow model as it presents the idea that there are many opinion leaders from different social media platforms. The fact that these popular icons have such a large fan base and following means that what they share is seem by an extremely large audience. It is because of this that i believe they genuinely do have an influence on people, however only to an extent. This is because people tend to follow trends and look up to people who show them or may have similar interests to themselves and try and copy certain things they do, for example if somebody looked up to a particular celebrity they might try and dress or act similarly. However on the other hand i think that audiences can also reject what they are being shown as people in todays society have become more aware of the ways the media tries to persuade us and change peoples opinions.

4) Jamal Edwards links to the two-step flow model as he is an opinion leader. This is because he has millions of followers. This suggests that many people share similar views as him, and will be encouraged to maintain these views as he shares his own opinions. It also allows him to manipulate the way others who might not share the same view think as they may change their views due to the fact that he is a very popular figure.

Dependency Theory

I agree that audiences have become dependent on the media as it is increasingly becoming more popular and is used for almost everything, such as information, entertainment and diversion. The fact that the media has something to cater for different needs, wants and desires and is so easily accessible makes us more heavily reliant on it, even for minor things in our everyday life such as checking the weather to determine what we wear.

Uses and Gratifications

Diversion

TV: Love Island as the focus is on other peoples lives and involves drama which provides entertainment for the audience and distracts them from events in their own personal lives.

Cinema: The Impossible as it is full of action and drama and allows the audience to empathise with the characters and imagine what they would do if they was in the same position

Print: Magazines (such as 'Closer') as they focus on other peoples lives such as celebrities, allowing the audience to passively indulge in certain aspects that they may aspire to have themselves.

E-media: Snapchat as it allows us to see what other people are doing and  stories by other companies such as Buzzfeed and Cosmopolitan which provide articles on a number of different topics and sometimes include small activities.


Personal Relationships

TV: Eastenders as it focuses on different people and their lives and how they deal with certain situations and allows us to see what their relationships to different people are like.

Cinema: Me Before You as it forces the audience to empathise with the characters as they watch what they go through. The emotive features help grab the audiences attention and places their focus on the characters and events.

Print: Look Magazine as it focuses on celebrities and some events in their personal lives such as their romantic relationships.

E-media: Youtube Vloggers (such as 'Zoella' and 'Velvetgh0st') as they film parts of their everyday lives which allows us to get to know them as people and create a sense of attachment.


Personal Identity

TV: 2 Broke Girls as there are a number of main characters and each have very different personalities which makes it easier for a number of audiences to relate to them.

Cinema: The Theory of Everything as if focuses on the main character and the development of his condition and how it affects his life.

Print: Glamour Magazine as some articles are about general topics that are relatable to a number of audiences.

E-media: Instagram as you get to decide who you follow and can view profiles of celebrities or any other people / profiles that you feel you might relate to or identify with.


Surveillance

TV: BBC News as it informs its audience about world matters and events that are occurring.

Cinema:

Print: 1984 as it is a similar concept to Big Brother where the idea that we are always being watched is portrayed.

E-media: Twitter as it can be used for people to find out information about current affairs and world events, allowing us to stay up to date.

October assessment - Learner Response

Feedback

WWW: Some effective use of media terminology

EBI: More detailed comprehensive answer needed. Question 4 is too short and needs more development.


Individual

1) Include other narrative theory's such as Propp's character types theory or Barthes' enigma and action codes.

2) State similarities not just differences and link to cultural contexts of the media products.

3) Use more subject terminology to show a better understanding of the influences.

4) Include other theories and explain in detail to develop my answer

Exemplar comparison

1) Explain points in more detail.

2) Develop points more and look further into denotations and connotations of each advert.

3) Quote / name genre theorists and apply what they believed to explain the importance of genre in more detail

4) Develop my answer by including more theories

Strongest and weakest questions

Strongest: Question 1 - I explained Todorov's theory in detail and used a lot of subject terminology

Weakest: Question 4 - I needed to give myself more time so that i could write in more detail by developing my points about Halls Reception theory.


Re-write of weakest answer

4) Figure 3 allows audiences to make a number of different interpretations of the magazine and a variety of readings are portrayed in this media text.

Stuart Hall introduced the idea of three different readings -  hegemonic, negotiated and oppositional. A hegemonic reading (also known as the 'dominant' or 'preferred' reading) is what the creator intends for the audience to perceive. The negotiated reading is a middle ground between the producers intentions and the audiences personal view. Lastly, the oppositional reading (also referred to as the 'counter-hegemonic reading') is an alternative reading that is actively against the producers intentions. This means the audience infers the complete opposite of what the producer originally intended to represent.

The magazine cover shows a popular R&B artist, Miguel, wearing stylish clothing and accessories, which could mean that the hegemonic reading for this particular media text is for the audience to recognise how he has changed from a person who was involved with 'sex and drugs' to somebody who is well presented, and is now very well-known and successful.Using a famous celebrity icon for the main subject also suggests that the producer is trying to communicate that they are modern and keep up with popular culture and write about topics that younger audiences want to read about, such as 'movies...tv shows and fashion'. The use of subheadings, such as the one about Kendrick Lamar, further reinforces this idea as he is another popular icon who is an influential figure to many young people. This also helps the producers attract their target audience to read the magazine and encourage them to have a hegemonic reading.

A negotiated reading for Vibe magazine might be that some audiences understand and recognise the producers intentions but believe that topics such as drugs and aren't appropriate due to its younger audience. Hall's reception theory states that audiences are free to 'completely reject' producers intentions. The type of reading an audience would have if they did this would be a counter-hegemonic reading. In this case the counter-hegemonic reading for the magazine might be that they believe the topics explored, such as sex and drugs, are an exploitation of celebrities pasts. An oppositional reading may also be that some audiences believe that the use of costume (stylish clothing and expensive jewellry) glamorises deep topics like sex and drugs, which sets a bad example to young consumers. Audiences who have an oppositional reading may argue that more important and informative topics should be explored such as world events and current news rather than 'iconic cars' and 'tv shows'. Consumers may believe that Vibe portrays a counter hegemonic reading as although the main topic being explored is music, something that large audiences can relate to or find interesting, only popular male icons are being shown, which creates the impression that the producers might be sexist, as their magazine represents the idea of male dominance.

Psychographics

Psychographic Group: 

Succeeders

Names: 
Brian And Isabella 

Occupation:
Brian - Owner/CEO of a Stock Exchange Business 
Isabella - Owner of a Law Firm

Brian and Isabella are likely to be working in these scenarios due to the fact that they have high aspirations that they have succeeded due to how high their business ethics is, therefore, will likely be at the highest position possible in their career, therefore, having a large amount of income meaning high and expensive lifestyle.

Spare Time:
They will tend to live a very expensive lifestyle, therefore, will likely tend to do quite expensive activities such as playing golf or watching a movie at an art house cinema due to these being highly connected to having an expensive lifestyle. This will not be frequent due to how demanding their work schedule will be meaning whenever possible they will be going to these activities for them to do however will always be on their phones or some form of way to be updated to their respected careers.

Print - What newspapers/magazines does your group read (if any)? Is this on paper or tablet?

The Daily Telegraph on tablet(or any other broadsheet newspaper) as it focuses on stories that come under business and money which they might choose to read as they have a strong work ethic strive to be the very best. It also looks at stories about education and the royal family, linking to their work ethic and the fact that their brand choice is based on prestige.

Broadcast - What TV programmes/channels do your group watch? Radio stations? TV package – Freeview or Sky? Films?​

-The Apprentice as it is about work ethic and organisation and links to being goal orientated. They might also watch 'regular' shows such as reality tv or a series, as it is something for them to watch in their free time and can provide stress relief , which is something succeeders are attracted to.
-They are more likely to have a tv package such as sky rather than freeview as it shows more channels. They are also likely to be able to afford it and would appear more prestige than if they was to have freeview. By having more choice of channels to watch, it also means that Sky has programmes that cater to all of their needs and desires.


E-Media: What technology do they own? What websites do they visit (if any)?

-smartphone, laptop or computer, tablets (etc)
-access social media - see what other people are doing / comparing themselves, trying to be the best.
-online news
-online shopping - buying from brands with good ethics as succeeders are attracted to brands that are 'caring' and 'protective'.

Which psychographic group do you feel you best fits your lifestyle and personality? Explain how and why you made your decision and provide evidence justifying this.

I think i fit best into the explorer group as i often try to challenge myself. I like to experience things and feel the effects of them and would like to go and adventure more, such as going travelling when i am older. i try to go to new places and try new things as much as i can.

MIGRAIN: Index

1) Media Consumption Audit

2) Language - reading an image - advert analysis

3) Reception Theory

4) Semiotics - icons, indexes and symbols

5) Genre: factsheets and genre study questions

6) Narrative: factsheet questions

Narrative

Factsheet 14 - Telling Stories: The media's use of narrative

1) An example of a film that uses Todorov's narrative structure of equilibrium is Finding Nemo as it starts off with the equilibrium where Nemo lives happily with his dad, followed by the disequilibrium when Nemo is captured by a human after being dared to swim out and touch a boat. The new equilibrium is when Marvin and Dory find him and get him back home and harmony is restored

2) In the first episode of the vampire diaries, the geographical markers of the dark, eerie lighting makes it clear that the first scene is set at night. The generic marker in this clip would be the two people in the beginning running over the man, then being murdered as it suggests that the genre of the series is drama/thriller. The character markers in the clip would be during the scene in the kitchen when the two teenagers' aunt is trying to help them get ready before school, which lets the audience know that they are students.

3) Examples of characters that fit into Propp's hero role:

  

4) A binary opposition is a pair of related terms that are opposite in meaning, for example, black and white are binary opposites.

Binary oppositions can be very useful to help identify the ideology of a text. The conflict between opposites in a conventional text will usually culminate in one force winning. The winner often represents the dominant ideas and values of our culture. When the policeman captures the criminal in a crime drama– the ideology of the value of law and order is emphasised.

 

6)Barthes narrative theory of action and enigma codes offer gratification for audiences as creating tension and holding back information creates an element of mystery, intriguing the audience as they are curious to see the outcomes, and how events will be resolved.


Episodic Narrative – The Series: These are fictions which have many parts but where the narrative arc is usually resolved at the end of each episode. This is a common structure within the sit com.


Overarching Narrative - The Serial: The serial uses the conventional narrative arc over a number of episodes. Individual episodes do not tend to have a resolution; this comes at the end of the serial.

 Mixed Narrative (episodic and overarching): Some texts use both structures. Friends is an example of this. Each episode of Friends can be watched on its own as the episodes usually deal with a number of small conflicts which resolve at the end of the episode. However, there are a also some overarching narratives.

 Multi strand overlapping narrative – the soap narrative: These have a continuous narrative and they tell a number of different stories at the same time. This is sometimes called an open narrative as there is no final resolution for the text. Each narrative strand involves different characters.

8) The media factsheet sugests that adverts use narrative by creating a problem and immediately coming up with a resolution

Genre

Factsheet 3 - Categorising texts

1) An example provided to show that visual iconographies are important would be the section about star trek and star wars, as they share characteristics and key conventions that are associated with sci-fi movies, despite the fact that some aspects may be used differently.

2) The examples given to show the importance of narrative would be the comparison of a soap opera to a sit-com, as it explains how although they might have similar storylines, they are structured differently and the way situations and characters are portrayed comes from a different point of view.

3) In action movies the character/hero is portrayed as more isolated;a 'lone wolf', who may be considered as immoral and unconventional at times. This is different to how the hero is typically represented in disaster movies, as instead of placing the heroic role within one single character, it is often given to a group of people, who each have their own particular strengths, who collaborate together to overcome the situation.

4) Bordwell came up with 6 categories to put movies into:

• period or country - eg: US films of the 1930's
• director/star - eg: Ben stiller films
• technical process - eg: animation
• style - eg: german expressionism
• series - eg: the Bond movies
• audience - eg: family films

5) Genre is used in a number of different ways by an audience, such as to compare a text through its shared characteristics with another. Audiences may also use genre to decide whether they reject or accept a text, for example if they dislike horror, they are likely to avoid texts with those characteristics. They may also use their prior knowledge of a genre to anticipate whether they are likely to enjoy a text.

6) Genre is used not only by audiences, but is also used by institutions and producers. One way they use genre is as a paradigms/templates. For example if a media producer wanted to produce a new sit-com, there are 'rules' that must be followed (key conventions), which makes it easier for them as they don't have to constantly be inventing things from scratch. Producers and institutions may also use genre to attract an audience as some genres have loyal fan-bases, which can help minimise the risk of failure when releasing a new media text. Another way they use genre is when they are marketing texts, for example movie trailers attempt to clearly indicate what genre the film is by showing many of the codes and conventions, attracting fans of the genre. 

7) The genre of gangster movies was given as an example to show how genres evolve. The conventional and modern equivalents of gangster movies have similar codes and conventions such as violence and romanticising the gangster lifestyle and focusing on conflict between the police and criminals.

Factsheet 126 - Superheroes: A Genre Case Study

1) Films the factsheet discusses in regards to the superhero genre include:

• Scott Pilgrim (2010)
• Chronicle (2012)
• Super (2010)
• Guardians of the Galaxy (2014)
• X Men franchise (2000 - present)

2) In the 1940's Superman was shown needing to battle European villains who threatened the peace and security of the town, forcing him to become involved in conflict, despite wanting to live a quiet life. This reflects how in 1939 WW2 began and the US government realised that they might have to get involved even though much of the population didn't want to. 

Superman also battles against a wealthy businessman, who appears in the 1930's and in the 1978 film. Superman was raised in a rural community, which means he has attributes of 'greedy, city values'. In the 1930's the blame for the Great Depression was down to the greed of capitalists. 

In Spiderman 3, we see how he has to fight against 'Sandman'. Sandman was a man made of sand and venom, created by an oily substance which infects people, turning them into monsters. This reflects how wars had been fought in desert regions in the hopes of winning for oil. The feature of light and dark also links to the binary opposition between good and evil. 

3) Schatz's theory of genre cycles is about how he believed that genres are dynamic and go through 4 stages: innovation, classical, parody and deconstruction. This theory can be applied to the Superhero genre as it went through the innovation stage where codes were established, which were then repeated in other movies (this is the classical stage). Superhero movies then reached the parody stage as movies were created, that mocked the typical aspects and conventions in superhero movies as they had become cliched and predictable. Finally, the genre reached the deconstruction stage where modern values and ideologies were explored in movies, to make them more relatable to the audience.


General

1) I have chosen Eastenders as it is a popular, well-known tv series that i enjoy watching as it also has more than one storyline.
2) My mum and sister used to watch it when i was younger so i'd watch it with them sometimes.
3) I enjoyed the drama and anticipation at times and found the different storylines interesting.
4) Soap opera.
5) I think that because they have so many different storylines, and the fact that they are based on different families and their lives, it makes it easy for different audiences to relate to. The fact that it has also been around for so many years, and adapts to the way society and changes meets the audiences expectations attracts a lot more viewers.
6) Eastenders typically explores themes based around families and their struggles and how they react/overcome them.
7) It is a stereotypical soap opera as it includes a lot of drama and has a number of storylines - which are based on the day to day activities and personal relationships of its characters.
8) I would expect the show to be based around more than one character and their life events and relationships, and for characters to have links to eachother rather than having one central idea with focus on one single thing.
9) Some reviews brand the show as repetitive and dull
10) Some audiences feel that the show is overrated and is too similar to any other soap.
11) Scripts are based around topics such as financial struggles, love and relationships and general topics that 'ordinary' people can relate to/connect with.
12) This text doesn't really stray from the codes and conventions associated with this genre, and usually performs according to its stereotypes.
13) It doesn't.
14) n/a
15)

Mode of address

1) I think it is aimed at teenegers because of the drama and inclusion of many young characters as the storylines about them are relatable to this audience. I think it is also aimed at families who might have gone/be going through similar experiences.
2) The fact that there are a lot of relatable topics explored allows the reader to empathise with the characters, making the consumer feel as if they are part of the story.
3) This suggests that it assumes that you are an empathetic person who might enjoy watching dramas and have experienced similar events.
4) It also assumes that you are likely to be working class, and of any ethnicity - but most likely white British.
5)

Relationship between other texts

1)
2) It closely resembles other soaps, such as Coronation Street and Emerdale.
3) This is due the the structure of the shows and their storylines.
4) There aren't any major differences as they both follow the general guidelines and conventions of the soap opera genre.

Semiotics - icon, index, symbol blog task

Semiotics

Icon

 

Index

   

Symbol

    



Why are icons and indexes so important in media texts?

Icons and indexes are important features in media as they allow the audience to identify what is being shown, as well as make interpretations based on them. They also all represent a meaning, which some audiences might agree with, however others may not.

Why might global brands try and avoid symbols in their advertising and marketing?

Brands may avoid using symbols in their marketing and advertising as they may have different meanings to people of different audiences, as they may have different beliefs or norms and values. This means a symbol that may portray a hegemonic reading to one consumer, may offend another consumer who has an oppositional reading. Brands might also avoid the use of symbols as people from around the world might not actually know what it means.



In this print advert the producer has communicated the wrong meaning through the index of the hand with answers written on it as, instead of emphasising how good their pens are and how well they work, the consumer is being encouraged to cheat. The tagline 'helping students cheat since 1945' also reinforces this message, which could have a negative impact on Bic's brand image as their advert suggests they are endorsing bad habits/behaviour and may have poor values as a brand.

This print advert has successfully communicated their message to their audience. The producers use of the sign of the trainer along with the tagline 'because a soldier needs the right ammo' helps them communicate that they're products are the best for playing in. By creating the image of a 'soldier' it also suggests to the consumer that by wearing Adidas trainers, you show that you are strong and determined.  This advert is successful as it can be easily understood globally, as there are no symbols that relate to only a specific group/audience.  



Reception theory

Hegemonic reading

The hegemonic reading for this advert would be that it is an inspiring/motivational advert as the typography 'i am what i am' shows 50 cent's confidence in who he is and highlights that he is proud of who he has become. The image of fingerprints within the frame with the brand logo underneath is a sign to represent how 50 cent may have had a rough start but has grown into somebody who is successful and respectable.

Negotiated reading

A negotiated reading may be that some of the audience may understand Reebok's intentions to inspire through the use of a popular figure who has shown growth and maturation, however they may believe that they shouldn't influence young consumers with somebody who has been associated with what they believe is a dark past due to his involvement with drugs and crime.

Oppositional reading

Some audiences may believe the complete opposite of the brands intentions as they may perceive the advert as an exploitation of 50 cent and his life as well as to other 'ordinary' people who may come from the same background or have faced similar experiences. Some consumers may argue that it is unfair to use 50 cent as the main subject for this advert as Reebok know that people from ethnic minorities or people who has a similar early life to 50 cent may not be able to afford such products, and using a public figure they may look up to may make them want the product more, making it more difficult to deal with if they can't get it.

Hegemonic reading

The hegemonic reading for this advert is similar to the first as Nike's aim is to encourage and inspire their audience through using a successful public figure. The fact that they have also used a black woman is deliberate as they are trying to convey how they recognise their importance and don't discriminate. They have also used somebody they believe is a role model to a lot of people to boost their brand image as success will be associated with their brand from this advert.

Negotiated reading

Although the audience may recognise that Nike may have good intentions they may disagree with their choice of celebrity as it is unfair of them to use people from the black community to their own advantage.

Oppositional reading

Some consumers may see the advert from a completely different point of view than what Nike's actual belief is as they may see the advert as exploiting celebrities and 'milking off' of their fame in order to achieve success from themselves. This would mean they view the brand as unethical and untrustworthy as the audience may perceive Nike as portraying fake beliefs.



Do these adverts provide evidence for the idea that audiences are free to interpret messages in a variety of ways - including rejecting them? 

A myth in society is when the connotation of the something is so well established that we don't consider other meanings. The idea of a myth suggests that sources of media, such as the adverts above, can be interpreted in more than one way by audiences. Studying media means looking at the way a sign/text is interpreted and how it comes across to the consumer and the fact that all media is polysemic means that it can be interpreted in different ways as 'poly' means more than one. It is not simply passively accepted by the audience. This is known as the Reception Theory.

Stuart Hall introduced the idea of three different readings -  hegemonic, negotiated and oppositional. A hegemonic reading (also known as the 'dominant' or 'preferred' reading) is what the creator intends for the audience to perceive. The negotiated reading is a middle ground between the producers intentions and the audiences personal view. Lastly, the oppositional reading (also referred to as the 'counter-hegemonic reading') is an alternative reading that is actively against the producers intentions. This means the audience infers the complete opposite of what the producer originally intended to represent.

In both of the adverts i analysed, i have identified that audiences are free to interpret messages in a variety of ways - depending on their own point of view. I know this as both adverts show signs that support all three readings. This means Hall's Reception theory is in fact true as the adverts prove that media can be deciphered in a number of ways based on the individuals opinion. Different viewpoints vary due to a number of factors such as upbringing and location (as different places may have different norms and values).

On the other hand, more viewpoints and opinions are discussed and explored, resulting in the change of attitudes;people become more of accepting of interpretations they once might not have believed. This leads to more people agreeing on things, showing an increased hegemonic reading.

Textual Analysis

What type of text is it?

This comes under more than one category as it is typically known to come under a print as it is a media cover however 'Vogue' can also be accessed through their website online.

How do you know? What are the key conventions that allowed you to identify the text?

I was able to identify this piece of media as a print as it follows many of the key conventions, such as its main headline of the name of the magazine. There are also a number of subheadings which are a feature seen in prints and newspapers. Another main convention that makes it evident that this is a print is the use of a central image and the layout of the subheadings going around it, along the edge of the print. It is is also made clear that this is a print form of media because of the barcode in the lower left corner, along with the price of the magazine(although the location of this may vary, for example, Vogue sometimes put the price at the top of the cover, next to the date). Another feature that makes it recognisable would be that it states the number of pages in the magazine - something vogue often does on their covers (although it isn't included on all of them). The month of the issue is also written at the top of the cover, which allowed me to recognise that this media piece is a print as this is a key convention seen in magazines as well as newspapers.

In your opinion, who is the target audience for this media text?

I think this is might be aimed towards a slightly older, more mature audience because of the topics and themes explored in the magazine, such as gun laws. Another indicator that this is targeted towards an older audience would be the sub-story in the bottom right corner about how to 'repair winter damaged skin' as you wouldn't expect that teens would suffer from that kind of problem. Vogue also make a 'teen vogue' magazine for a younger audience and write about more age-related topics such as tv shows and music. The colours used on 'Vogue' are also more sophisticated as they are more dark and monochrome with the typography in bold, brighter colour. I think Vogues consumers are mainly females aged 18-35.


How would this audience access the text? E.g where/when would they consume it? Using what device?

Consumers can buy a copy of the magazine in shops, however nowadays most things are done through technology so Vogue can be viewed online via their website. Their audience can access this on a number of devices such as: mobile phones, tablets and laptops/computers. This means they can read it at any time of day, as and when they want to(for example, in the morning with their breakfast, during their lunch break at work or in the evening after work).

What values, ideologies and beliefs in society are reinforced or challenged in this media text?

The belief/stereotype that women have to be very feminine and look a certain way and keep up their appearance is reinforced in this text. This is seen in a number of features such as the use of celebrity, Beyonce, wearing make up, and the topic of the sub-stories being based around how women look in the sense of their skin, outfits and make up looks they should try. The use of words such as 'sexy' and 'elegance' are strong indicators of what is expected of women in society.

Reading an image

The repetition of the image of fingerprints and the typography with the short sentence 'i am what i am' creates the idea of identity which could help the brand sell products as it implies that your staying true to yourself by buying products that suit you, which you wouldn't be able to do if you went to another brand.

One of the main subjects being a large image of a famous icon makes this an aspirational advert as it suggests that you can be successful by endorsing in the brands product, just like 50 cent.

The lighting is dark and monotone which is used to force the audience to focus on the details of the image as there are no other distractions. The image being underexposed also catches the audiences eye as it looks mysterious, which would intrigue them to find out more about what is being advertised.

The image of 50 cent is a close up which makes it clear for the audience to see that a popular public figure is proud to be a presenter of the brand, which could encourage people to buy from Reebok.

In the picture of 50 cent he shows a serious expression which mirrors his attitude towards the product, showing that he takes the brand seriously.

Nike has deliberately made Serena Williams the main subject of this advert as she is a well-known, successful figure. This celebrity endorsement means consumers of the advert might want to buy from Nike over other brands as they want to be as successful and skilled as Serena is.

Nike's choice of using Serena Williams may also have been a way of making their audience and customers aware that they don't discriminate and follow the black lives matter movement. This improves their brand image, helping Nike increase their sales as they have good ethical beliefs find desirable.

The audience for this advert is probably made up of many young people of colour as Serena Williams is also a woman of colour, which Nike may believe gives them somebody to look up to and they can relate to the advert. Although this could be an inspirational to young people, i think the target audience is to people of all ages because the typography 'age is just a number' implies that Nike products are made to suit everyone.