Unit 1: media products and audiences

Stuart hall (1980) Audiences have different reading based on their own upbringing, culture, political standpoints. There are three 'positions' an audience may take.  Preferred reading- an audience generally accepts the dominant viewpoint  of the story (dominant ideology- values and beliefs) We know products are mediated- careful selection to encourage audience to think a certain thing. Negotiated reading- where to ideology of producers message is agreed with in general, although the message is negotiated or picked apart by the audience, and they jay disagree with certain aspects. Oppositional reading- When the producers message is understood, but the audience disagrees with the ideological perspective, in every aspect.  Active audience- people react differently to media products.  Corporate social responsibility- where a large consumer company aim to show they care about society, however this is very often used to sell products. Product- FHM Magazine- Preferred meani...

An example of a media theory that links with negative media effects is the cultivation theory.  Desensititaion is where viewers emotions are impacted by media violence. Moral panic is where the public react in a certain way to a media product and they start to worry.  Escapism, building personal relationships, building personal identity, surveillance

Other school of thought- we are able to filter and adapt to content in the media. We use this for our own purposes.  Uses and gratification- that people use the media for their own purposes and they are able to recognise fantasy v. reality. (Denis McQuail)  -escapism- video games, films -surveillance- news -building personal relationships- snapchat, soap operas, sports - building personal identity- videos, magazines, social media 

Media effects- refers to the influence of media exposure on people, and these effects can be positive or negative. Media regulation- rules enforced by law across a variety of media platforms to protect audience and manage the rights of media content. Hypodermic syringe- implies that media has a negative impact. Mass audiences believe everything that they see/hear as part of the 'culture industry'. Adorno and Horkheimer, 1947 In the 1940s/1950s, the mass were perceived as an extreme influence towards audiences adapted behaviour. Vance Packard (1957) wrote a book called the Hidden Persuaders about the impact of advertising during the era of the rise American consumerism. FIFA has a micro-transaction system that allows its audience to purchase FIFA points to get better players for their ultimate team. This encourages gambling as people will keep putting their hard earned money into a video game when there is a low chance of being rewarded.  https://fifaforums.easports.com/en/discu...

Where people are influenced by the news or entertainment in mass media e.g. film and TV. Regulation is where a products accessibility is governed by law to make sure a media product is appropriate for a certain audience

Technological convergence- the coming together of different technologies into one device. This has allowed media companies to provide multiple media devices.  Black Box device- a device such as, a smartphone, that allows the audience to access a ranger of services. For example, Home alone could be accessed by the audience on TV or DVD and could be bought in the shops. Technological convergence has impacted advertising as people can now buy the product on the internet and also listen to an audio version. A traditional advertising method could be it was advertised on shop windows which would be above the line advertising. It also was advertised in magazines and papers which is once again above the line advertising. An example of below the line adverting would be advertising on direct emails. Also, leaflets that are sent to a certain audiences house would be an example of below the line advertising. 

Commercial means that a company wants to make profit from a product. PSB stands for Public service broadcasting. The remit benefits the public. They inform, educate and entertain.                                     Where products are promoted not through mainstream media for example direct mail campaigns. Above the line advertising is where products are advertised on mainstream media e.g. radio or TV.

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All or nothing- Man city Amazon prime documentary Above the line advertising: This documentary was advertised on the TV as it had many adverts with short clips from the documentary. There was also adverts on youtube which were slightly different as they showed other clips. Also, it is advertised on the boards around the stadium during a game so it is shown to fans in the ground and on TV. It also would be advertised on Radio shows like Talksport so people can find out about it in the car.

Genre- Conventions and howe genres are used by media institutions. Genre theory 1- Steve Neale (1980) “All contain instances of repetition and difference, difference is essential to the economy of the genre”.  Neale states that product and it genre is defined by two things: 1. How much it confirms it’s genre Individual conventions and stereotypes. A product must match the genres conventions to be identified as part of that genre. 2. How much a product subverts the genres conventions and stereotypes. The product must subvert convention enough to be considered unique and not just a clone of an existing product. Genre theory 2- Rich Altman(1999) Rich Altman states that genres “have different pleasures that entertain the audiences through familiarity how they respond to them”. Emotional pleasures, Intellectual pleasure, Visceral pleasure. For example, Friends is a comedy so the audience experiences laughter. It makes the audience laugh because of the cross cutting editing techniques be...

40% to 38% = Pass 60% to 58% = Merit 80% to 78% = Distinction 90% = Distinction star Q1a) Information about the target audience of a media product such as age, gender and ethnicity. bi) The Daily Express' have an audience over the age of 35+ because the content is not very celebrity orientated. The Daily Express has a higher readership of ABC1 social grade as it is more political for more educated people. bii) People 35+ are more likely to read the Telegraph. Less people read the Guardian. c) Readship is how many read the newspapers whereas circulation is the number of copies sold or distributed if it is free.  Q2a) More people are accessing newspapers via mobile as it is portable. b) The sun has a higher target audience so they may not know how to use the technology. Q3a) BBC Radio 1 is put on at work whereas BBC Radio 3 is for older people so it will be listened to less. Q4a) b) Warp films worked with Channel 4 in a joint venture so Warp films could have their product become more...