Media Advertising- 10/10/2018

Media Advertising- 10th October 2018

4 elements of the media framework ( first four)

media language- how the media through their forms, codes, conventions and techniques communicate meanings (high up shot to look someone look small, insignificant). 

media representations- how the media portray events, issues, individuals and social groups.

media industries- how the media industries’ processes of production, distribution and circulation affect media forms and platforms.

media audiences- how media forms target, reach and address audiences, how audiences interpret and respond to them and how members of audiences become producers themselves.

'media product’- refers to media texts, such as television programmes, newspapers, radio programmes etc., as well as to online, social and participatory media platforms.

‘intertextuality' - refers to the way aspects of a particular media product relate to another and thus accrue additional significance.

The semantic code - It points to any element in a text that suggests a particular, often additional meaning by way of connotation which the story suggests. Connotation= cultural/underlining meaning, what it symbolises.

When applied to the cinema, mise-en-scène refers to everything that appears before the camera and its arrangement—composition, sets, props, actors, costumes, and lighting.

Verisimilitude- in a narrow sense, is the likeness or semblance of a narrative to reality, or to the truth. It comes from Latin: verum meaning truth and similis meaning similar.

The appereance of being true or real.

Semantic code

Lighting, how well a scene is lit in print media or a film may influence the way we see a character.

-low key lighting (predominantly dull)

-High key lighting (predominantly bright)

Colours in media

Complimentary colours- the colour opposites on a colour spectrum, one of them may get cancelled out

Saturated- light, bright, happy colours

Muted- dark, dull colours

Analogous colours- colours which fit with each other, similar colours, which are next to each other in a colour spectrum. 

                         

There are both positive and negative components to each color at your disposal. Within each color are a multitude of hues you can break down even further to specifically hone in on the exact level of emotion you're seeking. 

Here's a quick guide:

RED – anger, passion, rage, desire, excitement, energy, speed, strength, power, heat, love, aggression, danger, fire, blood, war, violence

PINK – love, innocence, healthy, happy, content, romantic, charming, playfulness, soft, delicate, feminine

YELLOW – wisdom, knowledge, relaxation, joy, happiness, optimism, idealism, imagination, hope, sunshine, summer, dishonesty, cowardice, betrayal, jealousy, covetousness, deceit, illness, hazard

ORANGE – humor, energy, balance, warmth, enthusiasm, vibrant, expansive, flamboyant

GREEN – healing, soothing, perseverance, tenacity, self-awareness, proud, unchanging nature, environment, healthy, good luck, renewal, youth, vigour, spring, generosity, fertility, jealousy, inexperience, envy, grandeur

BLUE – faith, spirituality, contentment, loyalty, fulfillment peace, tranquility, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, sky, water, cold, technology, depression

PURPLE/VIOLET – erotic, royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty, arrogance, mourning, power, sensitive, intimacy

BROWN – materialistic, sensation, earth, home, outdoors, reliability, comfort, endurance, stability, simplicity

BLACK – No, power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, anonymity, unhappiness, depth, style, evil, sadness, remorse, anger

WHITE – Yes, protection, love, reverence, purity, simplicity, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical, sterile

SILVER – riches, glamorous, distinguished, earthy, natural, sleek, elegant, high-tech

GOLD – precious, riches, extravagance. warm, wealth, prosperity, grandeur

Jungle Book trailer- 2016's and 1967's trailer

- The protagonist is Mowgli.

-A snake symbolises rebirth, transformation, immortality, fertility and healing.

-The mise en scene and it's background is foggy therefore this can have the connotations of Mowgli being confused and lost.

-The colour of the background is green however it is a dark shade. Green is a symbol of self-awareness therefore this can be linked to context as the snake is used as the element that represents danger.

-Mowgli has its back turned therefore it shows vulnerability and can therefore make the audience feel sympathy.

-The size of the snake is the same size of the boy which brings the sense of fear and intimidation.

-The shade of green used is muted and unsaturated colour.

-Dark, dull, muted colours create a scary atmosphere.

-The trees are bent which emphasises the scary atmosphere. The branches of the trees are everywhere, all around which can represent the fact that Mowgli cannot escape the dangerous position she is in. 

- Sinister colours therefore create a sinister atmosphere, the shade of green symbolises envy.

The snake ''Kaa'' is played by Scarlett Johansson.

- Colours are quite saturated and bright therefore it creates a contrast to the representation of The jungle book in the other cover.

- The atmosphere is positive, happy and vibrant.

- The bear is used to symbolise a spiritual journey. This can be linked to Mowgli as it hits the journey that he will need to go through and it can also symbolise the change in his character throughout the journey. 

- The snake in this cover is seen as much smaller compared to the other cover therefore it means that the snake will not be the main danger that Mowgli will have to face but there is much more dangerous animals than the snake Kaa.

-  In the background the main colour used once again is green however in this cover the shade of green a much lighter and saturated one. 

- There is light in the middle of the image and at the edges the background becomes darker therefore this creates the attention of the audience to be focused in the middle of the image where the protagonist Mowgli is situated. Also, next to Mowgli there is his friend Bagheera who is presented as being much bigger than him therefore he is like Mowgli's support and like a parent to him that Mowgli can always rely on. They are situated in the centre of the image as they are the two main characters. The person that plays Bogheera is actually a comedian therefore that fits him and the character he plays as Bogheera is the funny, cheerful and playful character. On the top of Mowgli there is Baloo who symbolises protection and security as he will be protecting Mowgli and Bogheera but mainly Mowgli.

- In the perifery, the audience can see the monkey. He is situated mostly in the dark shade however he is still a bit in the light which may suggests his duality.

- The green colour symbolises nature, self awareness.

- The tiger is very intimidating as he is pouncing and therefore he will be the reason to destruct the calmness of the jungle. 

- The title is in quite a bright shade of yellow and it stands out compared to the background. The title is also in Serif which represents the age in time and it is an intertextual link to the book The Jungle. 

- The fact that the the tiger is situated at the periphery and that he is pouncing can show that he is ready to disturb and destroy the positivess of the jungle and this can happen any second.

- The snake has connotations of evilness and slightness. 

- The unsaturated and muted colours can represent the danger that the jungle consists of and it also means that the jungle is not only a positive place. 

- Having the tiger being situated in the periphery where he is in the shade of light can symbolise can hint that he will be the main danger and destroyer. 

Print Media- 5/10/2018

Print Media- 5th October 2018

Anchorage - Fixing of meaning e.g. the copy text anchors (i.e. fixes to one spot) the meaning of an image.

Banners – Typically found at the top or bottom of a print media text.

Broadsheet - Large format newspapers that report news in depth, often with a serious tone and higher level language. News is dominated by national and international events, politics, business, with less emphasis on celebrities and gossip. Examples: The Independent, The Guardian, The Times, The Telegraph.

Byline - A journalist's name at the beginning of a story.

Captions – Text below an image that describes the image or informs the audience who took the image.

Copy - Main text of a story.

Coverlines – Captions on a magazine front cover.

Emotive Language – the use of language to generate specific emotional reactions in the target audience.

Headlines – The text highlighting the main story being given priority by the producers of the print media text. Often designed to be eye-catching.

Inverted pyramid structure - Newspaper stories start with the main events. Then they give more details and eyewitness comments in short paragraphs. The paragraphs at the end of the story are less important than those at the beginning. This allows sub-editors to shorten stories by cutting paragraphs from the end.

Layout – How the print media text has been designed and formatted.

Masthead - The top section of a newspaper which gives the paper’s title, price and date.

Sans Serif font – Font type which does not have lines perpendicular to the ends of letters e.g. Comic Sans – often seen as more contemporary. Think of Apple’s advertising

Serif font – Font type which does have lines perpendicular to the ends of letters e.g. Times New Roman – generally seen as more traditional or higher class.

Splash – The front page story

Sub-headings – Smaller, typically one line headlines for other stories.

Tabloid - Smaller newspapers aimed at a large audience. News is reported in less depth and emphasises human interest stories. The language level is lower, paragraphs and stories shorter, with more use of images. Content often includes more celebrities, media news and gossip. Examples: The Sun, The Mail, The Mirror, The Express

Text to image ratio – This involves considering how weighted the print media text is with regards to text and image – you need to ask yourself why the ratio exists.

Typography – The collective term when considering elements of print media relating to the style of the text such as the font, colour, serif, sans serif etc. 

Header- a common text that is printed on the top of every page. Includes page number and heading above each collumn or paragraph. 

Denotation- literally what we are seeing, reading

Connotation- the implied meaning 

Saturated colours- refers to the intensity of a colour, it is a colour in its purest form. Bright colours which stand out , especially when set against ''complimentary colours''

Muted colours/unsaturated colours- Darker and dull colours, no light and brightness into them. Less eye catching but still work effectively. 

Tag- a keyword or phrase used to group a collection of content together or to assign a piece of content to a specific person. Goes underneath the coverlines.

The skyline of the front of the newspaper is effective as it says that is it is ''free'' and it is written in sans serif font-bold which makes it stand out and attract the attention of the viewers therefore more people will buy it. This excites the viewer and attracts them. 

Secondly, the masthead is as well written in sans serif font with capitals which puts importance to it and makes it look very significant. Also, the yellow colour used is a saturated colour which is contrasted to the other colours as they are muted and unsaturated colours, which catches the reader's eye and is highly effective. In contrast to the masthead the other headlines are in a very simple white colour so they are less eye catching. The overall view of the newspaper is quit dull and dark as the background includes unsaturated colours mainly grey and brown which can be used in order to represent the battle as the actress of Wonder Women- Gal Gadot is from the Amazon which links to the context and the place she is from. Moreover, the position she is in and the shields she is wearing shows power and dominance as the metal represents force. The connotations are that she looks very incontrovertible and unfightable. 

In society it is accepted that men are dominant over women however by the looks of the women show that she looks like she would be the one who has the power and therefore in this case she is the dominant one but not the men.

The feminists believe in the theory and in the two roles of the two genders. Males as the instrumental role and women as the oppressed. However, in this newspaper she is presented in the light of a very strong and independent person which is trying to make women be equal to men. She also, fights this theory and tries to prove it wrong. Women we usually acting as ''housewifes'' and looking at the household and were responsible for the domestic duties and cores. However, by her representation in this newspaper she looks like she is fighting this associations and theories as she is a ''warrior'' women. This is also seen through the sword and shield that are seen on the front page. The unsaturated colours give a very serious tone and hold the connotations of a batte which furthermore link to the fact that it was the era of ww1. 

This representation of ``wonder woman`` can be both very effective and unaffcetive at the same time. It is effective, given that it shows women as being powerful and fights some stereotypes about them such as that women only care about their outside look, that they have to stay at home as ``housewifes`` and take care of the domestic chores, and that they are weak and unable to do things that are usually done by men however the magazine and her representation show the opposite that women are very capable of doing many men obligations and it shows as well that women are strong, idependent and powerful individuals which should not be underestimated. 
On the other hand, this is an unaffective media representation as there could be a great amount of audience loss because she is wearing more clothing than before and the tone is much more serious than before. The audience is more used to seeing less clothing on ``wonder women`` especially men and this is because that is what draws their attention and the fact that she is wearing a lot of clothing  this time may result in loosing mainly the male audience, which is still a lot. 
The representation of ``wonder women`` also creates a counterstereotype (an idea or object that goes against a standardized mental picture that is held in common by members of a group and that represents an oversimplified opinion, prejudiced attitude, or uncritical judgment.)  in women during her time (WW1). At the time of ww1 women were again expeted to act like housewifes however her dresscode shows that she is capable of taking part in the actual war and fight. 
Wonder women was an Amazonian superhero and the Princess of Themyscira and this emphasises her dominance and power she consisted of. She was an only women on the island and therefore she was doing everyone else`s jobs and was very independent. However, in the past usually men were the heroes which shows that the gender roles have changed and this once again goes against the stereotype that men are heroes. The fact that she is actually a hero and that she is defeatable is symbolised by the gauntlets on her wrists which are used to deflect bullets so that she will survive. 
She is looking straight at the camera and this creates a strong eye contact and direct mode of address. Her facial expressions show that she is very serious and also that she is very strong mentally. It also shows her readiness for a battle or a war. She has her hands in fist postion which furthermore emphasise her readiness, assurance and certitude in herself. Also, the her fists symbol her strength and virtue. 
In conclusion, the media representation is very effective and represent ``Wonder Women`` as a very strong, powerful and confident person and with some qualities of men. 

Health check quiz answers- 3/10/2018

Health Check Quiz Answers- 3rd October 2018

Q: 1.   What is media.

Q. 2. List at least 5 different types of media that exist from your timeline research task.

Q.3.   what is web 2.0? what does web 2.0 offer to consumers compared to web1.0.

Q.4  What are the four main elements used to analyse a music video/film/tv media text.

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Q 5. In Prof. S. Hall’s theory on encoding and decoding there are three ways in which a media text can be decoded.   Describe them below

1.     –

2.     -

3.     –

Q. 5 Define representation

Q.6 Define stereotype

Q. 7 Define counter-stereotype.

Q.8  Define working Class.

Q.9 list five media stereotypes associated with the working class

Q. 10 list four black racial stereotypes .

Q.11 identify the four stereotypes associated with Alvardo

Q.12 discuss Butsch theory on the representation of the working class (1992)

Q.14. Discuss Newman (2006) theory on the representation of the working class

Q.15 Shildrick and MacDonald (2007) suggested that the poor are ________  _____    _______________ (complete the sentence).

Answers

1. Media is a  way to communicate information from person to person. Modern media must go out to a lot of people which means ,ass production.

2. 

3. Web 2.0 is more advanced and offers more applications. Web 1.0 offers limited information and only one direction in communication. Whereas 2.0 enables users to speak back to the website. 

4. Editing

Sound

Camera work

Mise en Scene 

5. The preferred- When the tex is read in the way the producerr intended it to be read.

Negotiated- accepting some of the message but not all of it. 

The opposition- The reader rejects the preferred reading

5. How media presents and shows different ideas on a particular thing or topic. 

6. An idea or assumption held 

7. The positive representation of something ignoring the negative. 

8.  individuals engaged in manual works including low educational achievement. The working class jobs include factory based jobs.

9. not clever

swear a lot

lazy

poor

rude

depend on benefits

10. violent

gangs/ members of gangs

eats chicken

drug dealers

good at dancing

poor (depends) 

criminals

socially disfunctional

11. Exotic (odd)

Dangerous

Humoured  

Pitied 

12. That the working class is portrayed as flawed individuals. (Butsch's theory)

14. Presented the working class in a negative light.  (Newman's theory)

15. Shildrick and macDonald suggested that the poor are undeserving of sympathy.

Video analysis- shots 

• The old man is homeless
• There is black shadows on his eyes which create sympathy and emphasise the sadness
• The shot is a close shot, focusing on his facial expressions and emotions
• He has a beard showing that he is unable to take care of himself
• Needy
• Blur background implying that the future is no hope for the future 
• Links to Shildrick's and Macdonald's theory however it goes against it as they say that the poor are undesrving of sympathy however the image shows the opposite as the audience can see that he is need and feel sympathy towards him

• He is looking up to heaven symbolising that he is hoping for a better life
• Standing in front of a food shop suggesting that he is beginning for money
• Stereotypical for homeless people to beg for money and food.
• No care taken of himself.
• Rough
• Old, dirty

• High up shot makes the person look insignificant and miserable,  makes the people lookdown on them
• Hopeless
• Pitied
• Shows race- black. Stereotypes on black people are: smoking, being gang members, taking drugs
• Lower class
• Supports Newman's theory on presenting the working class in a negative light

• Prostitute
• going in the dark not knowing where she is going 
• short dress suggesting that she is a prostitute
• the colour of the dress- red is a provoking and challenging colour
• working class women
• no light to where she is going 
• lost

• Extremely close shot
• focuses on his face, emotions and facial expressions but not on the society
• explores different ethnicities and race
• needy
• explores his emotions
• eye contact looking straight at you which creates more sympathy
• links to MacDonald's theory and goes against it as it shows that the poor people in need are deserving help

• Working class
• thinking about life
• they have  roof over their head, but is not where they want to live
• shaved, taken care of himself unlike the other people from the other images
• dark, gloomy background implying sadness 
• colours are unsaturated and grainy
• dark shadow on his face
• the place he lives in is quit rundown and demolished

• does not want to be seen
• red colour is intimate
• sadness 
• shows depression maybe as a result of the drugs she may be taking
• maybe she is on drugs, stereotypical for working class
• lost

wings 

• hopeless
• working class
• angelic- therefore lost
• to be pitied
• young girl as a part of the youth
• she looks innocent and pure

Emily Sande- sky

• creates a contrast to the other backgrounds
• bright, light  blue, saturated colours, implying hope
• ''i wake with good intentions'' as the blue sky symbolises optimism, hope and purity
• high pitch puts importance on what she is singing at the moment

Black boy

• Little black boy, young and innocent
• he is alone which can mean that he has been desciriminated as he is black
• explores different races
• This links to Alvardo's theory of danger as the boy is alone
• dark, gloomy, murky background is used to portray/illustrate the situation the boy is in (being discriminated)
• the facial expression show that he is about to cry

2 black little girls

• creates a contrast to the dark themes
• shows that the video is not just based on the negativity of the society but shows also some positive aspects
• childhood is presented as the audience can see that the two little girls are playing
• repeated picture of black people suggesting that Emily Sande is trying to present in this video the idea that we are all equal no matter of our race or skin colour and we need to respect eachother. 
• light, positive, overwhelming, happy colours
• cheerful and playful, bright colours 

Men laying on the street- homeless

• the men is clearly homeless
• the fact that he is homeless makes people and the audience feel pitty and sympathy towards him.
• Going against the theory of Shildrick and MacDonald (poors are undeserving of symapthy) beause after seeing a man like that most people will feel sorry for him and be ready to help him
• the background (its light colours) creates a contrast between the men and the surroundings as the place he is in is quit busy and positive whereas when you see this homeless man you no longe see the positiveness of the place
• begging

Men with scarf and blue bag 

• this men is showed for the second time in the video therefore this puts importance on him
• the camera shows a high up shot on him therefore it makes people look down on him
• low class, poor, homeless
• he is not respected by society as he is most likel homeless and therefore does not work and does not contribute into the society.
• he is looking up to heaven which suggests that he is praying for a better future for him
• Macdonald's and Shildrick's theory- against it 
• Newman's and Butch's theories- supports them as the low class men is presented in a negative light and is presented as a 'flawed' individual
• the background is brighter therefore it suggests that the place can become better and happier in the future

Street with black kids in it 

• focuses on the black race and black society 
• it is stereotyped that the blacks are usually members of gangs such as the two black boys at the back
• Emily Sande is trying to emphasise on the fact that we must respect and treat black people equally and in a good way
• the houses look like they are council houses
• the people living there may be depending on benefits
• working class people
• there in a group (all black) which may be because the other kids from different races did not want to play with them.

All black background (repeated person)

• this man has already been shown in the video however he is been shown for a second time which icreases his importance which furthermore increases the sympathy towards him by the viewers
• the background is of muted colours, black and dark which suggest that he is lost as he may be in a very bad situation that he can`t escape from, as if he is in a black whole
• direct contact is made as he is looking directly at you. 
• eye contact is effective
• all of this points create sympathy and therefore this goes against of the theory of Macdonald and Shildrick.

Person sleeping on the ground under a pink blanket 

• homeless person
• underclass, lower class
• there is light in the picture which empahises the fact that there is hope for this person in the future
• the blanket is childish and in baby pink which is a very saturated and light colour which can have two different possible interpretations. The first one is that it can be the symbol which is used in order to represent or symbolise the hope or the symbolise that not everyone`s life is seen through ``rose tinted glass`` and is not that easy for some people

Ballerine

• saturated colours, bright, white
• the light is very bright 
• the white, bright light and background have connotations of innocence and purity. The clothes the girl is wearing are made of silk which emphasises purity even more.