1) What is regulation and why do media industries need to be regulated?
Industries have their own dedicated regulation bodies where they control what is and what isn't said via the main channels who have their own, specialised remits.
2) What is OFCOM responsible for?
OFCOM is responsible regulating and censoring any offensive or misleading content that may displease audiences. They deem products either to be fit for public consumption or unsafe for the public to watch.
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?
Protecting the Under-Eighteens - We need to ensure that we are protecting age specific content from reaching the people it shouldn't be consumed by.
Privacy- The public has a right to have their private and important information protected. We feel like our information needs to be accessible by ONLY the people who need it and not people who are willing to use information in order to influence us in different ways.
Elections and Referendums- The amount of people who consume media products is huge. The influence this can have on the general public during an election time is insane. The public is susceptible to enormous influence by the political parties if they have enough exposure time on TV.
4) Do you agree with OFCOM that Channel 4 was wrong to broadcast 'Wolverine' at 6.55pm on a Sunday evening? Why?
I don't think it was wrong because in the real world the age that people should view certain certificates of film, it's not really that accurate. It all matters on the maturity levels of the consumer could be mature/ready for the 'restricted' content in the product.
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?
The lack of statutory powers means that when a newspaper has been found to break the rules, the best a victim can hope for is an apology, which often does not get sufficient prominence in the paper.
7) What was the Leveson enquiry and why was it set up?
It involved a phone hacking scandal and it was regarding two journalists who were both employed by newspapers. Someone was hacking and illegally intercepting calls between the royal family. Victims of press intrusion also gave evidence, including Hugh Grant and Charlotte Church who gave details about how they felt the press had been able to intrude on their personal lives to an unacceptable extent. It was set up to protect people from press/media intrusion.
8) What was the PCC replaced with in 2014?
Independent Press Standards Organisation (IPSO)
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 things that could have the potential to influence a massive audience should be viewed but within reason. Maybe if there is a political show coming on, I feel that's where the line should be drawn, as some channels remits are simply to entertain. PSB's that have the right to display such things, if they mention it in their remits, it is fine to include such things.
TV and Radio should be regulated to an extent as I feel the artistic value and measure should be rewarded with more screen time. If we do not give the creative or recreational shows enough airtime, then the British broadcast scene will become very bleak, hostile and dull.
10) Why is the internet so difficult to regulate?
The internet cannot just be controlled. There is too much content being uploaded per second for the governments of the world to keep up. Internal regulations with platforms such as YouTube have a strict and possibly biased regulation system. Social media utilises a report button and relies on both the users and administrators to regulate content within the realms of the platform. We as a generation who has absolutely unlimited access to the internet, are aware of the prominent risks and dangers of the 'malicious' content that could be on the internet.
One could argue that the UK could learn from other governments such as the German government where they regulate and restrict most offensive and age appropriate content. In China, we see a new extreme where the government has 100% control of the internet and chooses what does and doesn't go on there. We should give enough credit to the people who are not breaking any rules and that make unique and creative content which unfortunately taken down due to extremely strict algorithms such as the infamous YouTube demonetisation crisis.
Monday 16 December 2019
Tuesday 10 December 2019
Public Service Broadcasting
1) How does the report suggest that TV viewing is changing?
More and more people are investing in smart viewing services such as Netflix and Amazon Prime. 36% of adults have a smart TV in their home which means they have easy access to streaming platforms such as YouTube and NOW TV. This changes the face of traditional TV as the viewing numbers are rapidly declining.
2) What differences are highlighted between younger and older viewers?
Younger people watch around 49% more online videos than older people which highlights that the access to the internet could heavily impact the media you consume. Young people are a lot more likely to commit acts of piracy as opposed to older viewers.
3) Does the report suggest audiences are satisfied with public service broadcasting TV channels?
Overall, almost eight in ten adults say they are satisfied with PSB. This survey however was conducted via Skype interviews as opposed to telephone interviews so less older people would be able to do it as they cannot access the internet as freely as younger people. Of the 78% who were satisfied with PSB broadcasting, just under a quarter (24%) stated they were very satisfied. This compares to one in four (20%) in 2015 and is a significant increase.
4) Public service broadcasting channels are a major aspect of the UK cultural industries. How much money did PSB channels spend on UK-originated content in 2016?
£2.6 billion
Goldsmiths
1) What does the report state has changed in the UK television market in the last 20 years?
The proliferation of channels has reduced the market share of the public service broadcasters. New technology has facilitated on-demand access to television content, and created new services and platforms, while consumer behaviour has started to change rapidly, particularly among the young.
2) Look at page 4. What are the principles that the report suggests need to be embedded in regulation of public service broadcasting in future?
Ofcom should carry out a regular qualitative audit of public service content in order to ensure that audiences are being served with high-quality and diverse programming. The PSB products should be available on new and emerging technology such as Smart TVs.
3) What does the report say about the BBC?
The BBC is vital to the television ecology and is very much ahead of its competitors. The report goes on to say that the BBC should continue to provide mixed programming and cater to all audiences as well as competing with other broadcasters to produce high quality programmes.
4) According to the report, how should the BBC be funded in future?
With a progressive funding mechanism such as a tiered platform-neutral household fee, a supplement to Council Tax or funding via general taxation with appropriate parliamentary safeguards.
5) What does the report say about Channel 4?
Recently, Channel 4 has been threatened with privatisation, in whole or in part, a proposal that would threaten its public service remit. C4 is also lacking in art programmes.
6) How should Channel 4 operate in future?
Channel 4 should continue to innovate and experiment across different platforms and it should aim to arrest the fall in the number of independent suppliers that it works with.
7) Look at page 10 - new kids on the block. What does the report say about new digital content providers and their link to public service broadcasting?
Streaming services such as Netflix are much more experienced in the streaming sector as opposed to PSBs making new content on platforms that they are not that well suited to.
Final questions - your opinion on public service broadcasting
1) Should the BBC retain its position as the UK’s public service broadcaster?
Yes because it has such a rich and cultured history and is a reliable yet biased source of information. The BBC could form an alliance with other PSBs but that would result in them having to change their remits.
2) Is there a role for the BBC in the 21st century digital world?
I think it still remains important to keep a source of traditional news source and also a firm that knows the industry better than anyone else. They may not be ground breaking online but in physical, verbal or visual form, they are second to none.
3) Should the BBC funding model (license fee) change? How?
I don't think the BBC should change it as they heavily rely on it to survive in such a competitive world. They need the fee to ensure they can fund and sustain all of their current projects which will put them on par with their much more advanced counterparts.
More and more people are investing in smart viewing services such as Netflix and Amazon Prime. 36% of adults have a smart TV in their home which means they have easy access to streaming platforms such as YouTube and NOW TV. This changes the face of traditional TV as the viewing numbers are rapidly declining.
2) What differences are highlighted between younger and older viewers?
Younger people watch around 49% more online videos than older people which highlights that the access to the internet could heavily impact the media you consume. Young people are a lot more likely to commit acts of piracy as opposed to older viewers.
3) Does the report suggest audiences are satisfied with public service broadcasting TV channels?
Overall, almost eight in ten adults say they are satisfied with PSB. This survey however was conducted via Skype interviews as opposed to telephone interviews so less older people would be able to do it as they cannot access the internet as freely as younger people. Of the 78% who were satisfied with PSB broadcasting, just under a quarter (24%) stated they were very satisfied. This compares to one in four (20%) in 2015 and is a significant increase.
4) Public service broadcasting channels are a major aspect of the UK cultural industries. How much money did PSB channels spend on UK-originated content in 2016?
£2.6 billion
Goldsmiths
1) What does the report state has changed in the UK television market in the last 20 years?
The proliferation of channels has reduced the market share of the public service broadcasters. New technology has facilitated on-demand access to television content, and created new services and platforms, while consumer behaviour has started to change rapidly, particularly among the young.
2) Look at page 4. What are the principles that the report suggests need to be embedded in regulation of public service broadcasting in future?
Ofcom should carry out a regular qualitative audit of public service content in order to ensure that audiences are being served with high-quality and diverse programming. The PSB products should be available on new and emerging technology such as Smart TVs.
3) What does the report say about the BBC?
The BBC is vital to the television ecology and is very much ahead of its competitors. The report goes on to say that the BBC should continue to provide mixed programming and cater to all audiences as well as competing with other broadcasters to produce high quality programmes.
4) According to the report, how should the BBC be funded in future?
With a progressive funding mechanism such as a tiered platform-neutral household fee, a supplement to Council Tax or funding via general taxation with appropriate parliamentary safeguards.
5) What does the report say about Channel 4?
Recently, Channel 4 has been threatened with privatisation, in whole or in part, a proposal that would threaten its public service remit. C4 is also lacking in art programmes.
6) How should Channel 4 operate in future?
Channel 4 should continue to innovate and experiment across different platforms and it should aim to arrest the fall in the number of independent suppliers that it works with.
7) Look at page 10 - new kids on the block. What does the report say about new digital content providers and their link to public service broadcasting?
Streaming services such as Netflix are much more experienced in the streaming sector as opposed to PSBs making new content on platforms that they are not that well suited to.
Final questions - your opinion on public service broadcasting
1) Should the BBC retain its position as the UK’s public service broadcaster?
Yes because it has such a rich and cultured history and is a reliable yet biased source of information. The BBC could form an alliance with other PSBs but that would result in them having to change their remits.
2) Is there a role for the BBC in the 21st century digital world?
I think it still remains important to keep a source of traditional news source and also a firm that knows the industry better than anyone else. They may not be ground breaking online but in physical, verbal or visual form, they are second to none.
3) Should the BBC funding model (license fee) change? How?
I don't think the BBC should change it as they heavily rely on it to survive in such a competitive world. They need the fee to ensure they can fund and sustain all of their current projects which will put them on par with their much more advanced counterparts.
Thursday 5 December 2019
The Cultural Industries
1) What does the term 'Cultural Industries' actually refer to?
The creation, production, and distribution of products of a cultural or artistic nature. Cultural industries include television and film production, publishing, music, as well as crafts and design.
2) What does Hesmondhalgh identify regarding the societies in which the cultural industries are highly profitable?
They are highly profitable to countries that are highly developed such as the UK or the US. They are normally dominated by huge conglomerates like Fox or Sky.
3) Why do some media products offer ideologies that challenge capitalism or inequalities in society?
It strikes the people that live in those actual environments to challenge and question the state of their own society. This separates the active consumer from the passive.
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 logo might be a problem as they want to create something innovative but they also want to avoid offence. The cultural industry is infamous for making things that people don't need but necessarily get interested in. With other industries, the audience knows what to expect by using star power or 'authorship function'. The risk of failure is minimised by predictable formats.
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?
Media should be able to express certain qualities of artistic value but if you are a conglomerate like Disney and you want to make a lot of profit which could result in a new Marvel movie being made as it is a comfortable format and the fanbase is extremely loyal. In another sense, Media should not limit the way and quantity of artistic value - expressive creativity. These are sectors like Art House film or niche topics such as Top gear magazine.
7) How do cultural industry companies minimise their risks and maximise their profits? (Clue: your work on Industries - Ownership and control will help here)
Conglomerates make their money through their subsidiaries as they are more likely to get profit if they have many companies making money.They are often involved in creating media products such as film, TV and print.
They purchase their subsidiaries through vertical integration where a bigger company buys a smaller company that does a similar thing to them such as produce print or film.
They reduce risks by using the smaller companies that are experienced in this field to produce the product as they can minimise the risk if that product failing.
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 feel that the people who make the money should get paid more. It has a feeling of whoever does more work should get paid higher amounts. I don't think that the creative minds are getting paid as much as they should and that if it's the artistic value that is the main selling factor, the creative people should get a significant wad of cash.
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?
Shows that the Oscars view visual effects as a method that WAS good. The VFX artists were protested that their industry was being crushed by outside political and economical forces. Lots of companies were bankrupt. VFX was struggling to keep its head above the water. VFX was becoming more of a valuable trait but the amount that they were getting paid was a lot less than the revenue they were generating.
10) What is commodification?
This is when you make things that will sell. This is the transformation of products in order to become commodities. Commodification spreads the idea that owning something or holding property of something gives you the right to exclude others.
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?
Some media texts display a very small view or stereotypical view of minorities in society and this could be based on economic or environmental challenges. I agree that there should be more texts which represent not only of diverse society as a whole, but by zooming into specific and representative members of the public.
12) How does Hesmondhalgh suggest the cultural industries have changed? Identify the three most significant developments and explain why you think they are the most important.
Digitalisation, Powerful tech companies and cultural products can be shared internationally.
Technology plays an immensely vital part in our lives and we, as the cultural industries, choose t take advantage of our dependence in things like social media and the internet as they are more likely to sell. The cultural industries are competing with huge tech companies which have more expert knowledge than their more outdated rivals.
The creation, production, and distribution of products of a cultural or artistic nature. Cultural industries include television and film production, publishing, music, as well as crafts and design.
2) What does Hesmondhalgh identify regarding the societies in which the cultural industries are highly profitable?
They are highly profitable to countries that are highly developed such as the UK or the US. They are normally dominated by huge conglomerates like Fox or Sky.
3) Why do some media products offer ideologies that challenge capitalism or inequalities in society?
It strikes the people that live in those actual environments to challenge and question the state of their own society. This separates the active consumer from the passive.
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 logo might be a problem as they want to create something innovative but they also want to avoid offence. The cultural industry is infamous for making things that people don't need but necessarily get interested in. With other industries, the audience knows what to expect by using star power or 'authorship function'. The risk of failure is minimised by predictable formats.
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?
Media should be able to express certain qualities of artistic value but if you are a conglomerate like Disney and you want to make a lot of profit which could result in a new Marvel movie being made as it is a comfortable format and the fanbase is extremely loyal. In another sense, Media should not limit the way and quantity of artistic value - expressive creativity. These are sectors like Art House film or niche topics such as Top gear magazine.
7) How do cultural industry companies minimise their risks and maximise their profits? (Clue: your work on Industries - Ownership and control will help here)
Conglomerates make their money through their subsidiaries as they are more likely to get profit if they have many companies making money.They are often involved in creating media products such as film, TV and print.
They purchase their subsidiaries through vertical integration where a bigger company buys a smaller company that does a similar thing to them such as produce print or film.
They reduce risks by using the smaller companies that are experienced in this field to produce the product as they can minimise the risk if that product failing.
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 feel that the people who make the money should get paid more. It has a feeling of whoever does more work should get paid higher amounts. I don't think that the creative minds are getting paid as much as they should and that if it's the artistic value that is the main selling factor, the creative people should get a significant wad of cash.
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?
Shows that the Oscars view visual effects as a method that WAS good. The VFX artists were protested that their industry was being crushed by outside political and economical forces. Lots of companies were bankrupt. VFX was struggling to keep its head above the water. VFX was becoming more of a valuable trait but the amount that they were getting paid was a lot less than the revenue they were generating.
10) What is commodification?
This is when you make things that will sell. This is the transformation of products in order to become commodities. Commodification spreads the idea that owning something or holding property of something gives you the right to exclude others.
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?
Some media texts display a very small view or stereotypical view of minorities in society and this could be based on economic or environmental challenges. I agree that there should be more texts which represent not only of diverse society as a whole, but by zooming into specific and representative members of the public.
12) How does Hesmondhalgh suggest the cultural industries have changed? Identify the three most significant developments and explain why you think they are the most important.
Digitalisation, Powerful tech companies and cultural products can be shared internationally.
Technology plays an immensely vital part in our lives and we, as the cultural industries, choose t take advantage of our dependence in things like social media and the internet as they are more likely to sell. The cultural industries are competing with huge tech companies which have more expert knowledge than their more outdated rivals.
Friday 22 November 2019
Ownership and Control
1) Type up your research notes from the lesson - what did you find out about your allocated media conglomerate? Selection of companies: Alphabet, The Walt Disney Company, Comcast, 21st Century Fox, Facebook, Viacom, News Corp, Time Warner. If you were absent or don't have the notes, research any of the companies above and find examples of all the terminology outlined in the notes at the start of this blogpost.
Viacom
They own companies like:
CBS
Paramount Pictures
MTV
VH1
Simon and Schuster
Nickelodeon
Examples of Horizontal and Vertical integration are:
Radio stations for horizontal
Paramount for vertical
Synergy:
Comedy Central
VH1
Nicktoons
Diversification:
Owning Blockbuster
Owning radio stations
Cross media regulation:
They merged with CBS in 1999 and then split due to stagnating stock shares in 2006 which led into modern day Viacom being a completely different company to what it previously was.
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 think that governments should allow there to be a wide range of conglomerates with each having not too much power. Some should be more affluent than others but in terms of ownership, the government should control how much ownership they should be able to have.
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I think if a conglomerate owns a whole different outlet, it could massively help them in a field where they are newbies. Horizontal integration could be helpful as they need to get other minds together that have different ideas to brainstorm a new and innovative project.
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 think that governments should allow there to be a wide range of conglomerates with each having not too much power. Some should be more affluent than others but in terms of ownership, the government should control how much ownership they should be able to have.
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1) Briefly describe the production, promotion and distribution process for media companies.
The production provides the audience with what they want, they promote via the media sources their target market consumes the most, and then they distribute it using the most appropriate methods for
getting the product to the audience and making it as easy as possible for them to access it.
2) What are the different funding models for media institutions?
BBC- they get money for their TV licence, Sales of DVDs, magazines, merchandising and
other BBC products.
ITV- Fees paid by advertisers buying advertising space on the channel, the sales of their material to other providers.
3) 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.
Sky One- this represents the very best of media conglomerates as they provide us with television for all ages.
Disney: It says how recognisable the logos of the marque have gotten due to the conglomerate being so family friendly.
Marvel- we see here how a conglomerate chooses to represent and portray mainstream modern values such as strength, weakness and determination.
4) What examples are provided of the new business models media companies have had to adopt due to changes in technology and distribution?
The music industry cannot now solely rely on their music revenue, they need to get sponsorship via commercial deals, endorsements and partnerships.
The music industry cannot now solely rely on their music revenue, they need to get sponsorship via commercial deals, endorsements and partnerships.
The movie industry has invested
enormous sums of money into 3D
technology, in order to encourage
audiences into cinemas.
5) Re-read the section on 'The Future'. What examples are discussed of technology companies becoming major media institutions?
Google and YouTube have revolutionised the video viewing experience.
Netflix, Amazon and Yahoo have all made their own video platforms where they screen exclusives.
Facebook has acquired VR company, Oculus Rift. This could help the company earn some weal earned revenue when VR becomes accessible to everyone.
6) Do you agree with the view that traditional media institutions are struggling to survive?
Some people may argue that with every year that passes, print work and outdated devices such as watches are dying. I think there is a divide between the point where a product becomes a vintage item or something worth scrapping. I do think in about 30 years time, we won't have a need for anything that isn't digital.
Some people may argue that with every year that passes, print work and outdated devices such as watches are dying. I think there is a divide between the point where a product becomes a vintage item or something worth scrapping. I do think in about 30 years time, we won't have a need for anything that isn't digital.
7) How might diversification or vertical integration help companies to survive and thrive in a rapidly changing media landscape?
I think if a conglomerate owns a whole different outlet, it could massively help them in a field where they are newbies. Horizontal integration could be helpful as they need to get other minds together that have different ideas to brainstorm a new and innovative project.
8) 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 that the power these corporations hold will only grow stronger. As we get more and more connected with social media, we become more accustomed to using and being exposed to marketing techniques that are targeted at a specific audience. This relationship will only grow closer as we learn how they sue our data with nee regulations as well as the huge connectivity we share with conglomerates like Google and Disney.
Tuesday 19 November 2019
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?
The media could be very influential in making people commit violent actions and it shows how people can be copying or imitating the same actions they see on the thing that they are consuming whether it is a newspaper or a video game.
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.
Young people are more likely to be influenced by the media as they are more exposed to it rather than older people as they do not really feel as comfortable around social media as young people. They could be influenced via a tweet from a celebrity or politician due to their vulnerability.
3) Research three 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?
Ebola outbreak - different countries covered the news in various ways. American countries portrayed the issue as a very difficult virus to control. Various measures are now in place to prevent another outbreak.
ISIS uprising- more people developed a sense of Islamophobia creating negative stigmas of certain races. The leader is now dead.
2008 economy crisis- banks were in debt and people were freaking out about their money in the banks. The media helped edcalete this as their main effected audience watched the news. More funding was started.
4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?
The Russian app FaceSwap saw many people have their facial recognition being stolen for confidential details which could breach social security.
5) Do you think the internet should be regulated? Should the government try and control what we can access online?
No because then people won't have the freedom to express themselves. It could lead to a suppression of freedom if speech which isn't good for the public. The industries have no control of who views their material as there is not age lock. In that sense, people and the internet should be regulated.
6) 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? Is heavy internet use something we should be worried about in society? Write a paragraph discussing these ideas.
I think the more someone becomes addicted to media, the more they don't see dangers in a particular context as a threat. They develop and build an imaginary atmosphere around them which makes them less aware of the threats around them. This could lead to the other extreme which is the 'mean world syndrome' which bases the individuals mindset off everything negative about the world they live in. A true cynic.
1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
1. Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?
Yes I do. I play Modern Warfare and other RPG games which includes violence. I am not violent in real life however as I know how to control myself in public. This does not make me any more angrier, it makes me more stress relived as i can take my anger out on something rater than bottle it in.
2. Do you ever see a product advertised on TV or on the internet and decide you want to buy it?
No because it never really caters towards my niche taste in products which means i am a select few that the ads don't cater to.
3. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
Not as such.
2) What are the four categories for different effects theories?
Direct Effect Theories
• Diffusion Theories
• Indirect Effect Theories
• The Pluralist Approach
3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events?
The Columbine High School shootings, the music or videos in this case influenced the shootings as the lyrics incited the murder of over 15 children.
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
When two teenage boys shot children inside school and then it was blamed on Marylin Manson, an artist who sang about murder and homicide.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
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.
6) How does the factsheet describe Gerbner's Cultivation theory?
This theory considers the way the media affects attitudes rather
than behaviour. The media is seen as part of our socialisation
process, communicating ‘appropriate’ attitudes and the norms and
values of the culture.
7) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
These theories acknowledge that the media may affect people but
focuses on the fact that people respond differently to media texts
and images and the environment we are in may be a part of that too.
8) What criticisms of direct effect theories are suggested in the factsheet?
They are made like that so that the audience don't get confused.
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?
It features a lot of racist and ofensive views which would be deemed in today's society as unspeakable. Peoples attitudes towards
10) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
Reception theory tries to bear in mind that audience members are
all individuals. This can be seen as a strength of the theory as it
attempts to take personal differences into account rather than
generalise as to how the media affects us all in the same way.
The media could be very influential in making people commit violent actions and it shows how people can be copying or imitating the same actions they see on the thing that they are consuming whether it is a newspaper or a video game.
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.
Young people are more likely to be influenced by the media as they are more exposed to it rather than older people as they do not really feel as comfortable around social media as young people. They could be influenced via a tweet from a celebrity or politician due to their vulnerability.
3) Research three 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?
Ebola outbreak - different countries covered the news in various ways. American countries portrayed the issue as a very difficult virus to control. Various measures are now in place to prevent another outbreak.
ISIS uprising- more people developed a sense of Islamophobia creating negative stigmas of certain races. The leader is now dead.
2008 economy crisis- banks were in debt and people were freaking out about their money in the banks. The media helped edcalete this as their main effected audience watched the news. More funding was started.
4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?
The Russian app FaceSwap saw many people have their facial recognition being stolen for confidential details which could breach social security.
5) Do you think the internet should be regulated? Should the government try and control what we can access online?
No because then people won't have the freedom to express themselves. It could lead to a suppression of freedom if speech which isn't good for the public. The industries have no control of who views their material as there is not age lock. In that sense, people and the internet should be regulated.
6) 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? Is heavy internet use something we should be worried about in society? Write a paragraph discussing these ideas.
I think the more someone becomes addicted to media, the more they don't see dangers in a particular context as a threat. They develop and build an imaginary atmosphere around them which makes them less aware of the threats around them. This could lead to the other extreme which is the 'mean world syndrome' which bases the individuals mindset off everything negative about the world they live in. A true cynic.
1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
1. Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?
Yes I do. I play Modern Warfare and other RPG games which includes violence. I am not violent in real life however as I know how to control myself in public. This does not make me any more angrier, it makes me more stress relived as i can take my anger out on something rater than bottle it in.
2. Do you ever see a product advertised on TV or on the internet and decide you want to buy it?
No because it never really caters towards my niche taste in products which means i am a select few that the ads don't cater to.
3. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
Not as such.
2) What are the four categories for different effects theories?
Direct Effect Theories
• Diffusion Theories
• Indirect Effect Theories
• The Pluralist Approach
3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events?
The Columbine High School shootings, the music or videos in this case influenced the shootings as the lyrics incited the murder of over 15 children.
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
When two teenage boys shot children inside school and then it was blamed on Marylin Manson, an artist who sang about murder and homicide.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
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.
6) How does the factsheet describe Gerbner's Cultivation theory?
This theory considers the way the media affects attitudes rather
than behaviour. The media is seen as part of our socialisation
process, communicating ‘appropriate’ attitudes and the norms and
values of the culture.
7) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
These theories acknowledge that the media may affect people but
focuses on the fact that people respond differently to media texts
and images and the environment we are in may be a part of that too.
8) What criticisms of direct effect theories are suggested in the factsheet?
They are made like that so that the audience don't get confused.
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?
It features a lot of racist and ofensive views which would be deemed in today's society as unspeakable. Peoples attitudes towards
10) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
Reception theory tries to bear in mind that audience members are
all individuals. This can be seen as a strength of the theory as it
attempts to take personal differences into account rather than
generalise as to how the media affects us all in the same way.
Friday 15 November 2019
Exam LR
1) Type up your feedback in full
WWW- A superb first Media exam. You clearly revised and are showing a passion for the subject. Your responses display your ability to analyse media products through applying media terminology.
EBI- Become more perceptive with your analysis or the VIBE magazine, see mark scheme bullet points.
2) Read the mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.
1- Excellent analysis of the product that is detailed and critically engages with the nuanced aspects of how narrative is suggested in the film poster. -- adding detail to the smaller parts of my 'potential' analysis.
2- Excellent knowledge and understanding of the influences of the social and cultural contexts on media products that is consistently supported by highly appropriate and effective reference to the set products. -- cultural meanings is something I lacked.
3- Excellent knowledge and understanding of the influences of genre on media audiences and industries that is consistently supported by highly appropriate and effective examples. -- using examples
4- Excellent and judicious use of the theoretical framework. -- hidden messages and overall structure for the narrative.
3) Read this exemplar response from a previous Year 12 (a strong B grade). Identify at least one potential point that you missed out on for each question in the assessment.
'I missed out on the writing on the poster'
'brand associations'
'convetions'
'jewelry'
4) Did you get any media terminology or theory wrong in the assessment? Make a note of it here for future revision, including theories/terminology that you could have used but didn't.
- Propps anti hero or false hero and the donor/deliverer
5) Identify your strongest question. Why did you do better on this question?
I think I did best on Q3 as I gave my own opinion and pushed the boundaries of my terminology as well as my own knowledge.
6) Identify your weakest question. Why did you score lower on this particular task?
Q1 because I felt that I did not need to spend too much time on it so I missed out things like other key spheres in Propps' theory,
7) Re-write your weakest answer in full (or, if it was the essay question, write out a full essay plan). Use the mark scheme to identify anticipated content you can add to your response and make sure your typed re-draft is a top-level answer.
The disequilibrium in this poster seems to be the opening stage in the film a suggested by the dismal looking clouds over the character who seems to be some sort of protagonist. He may either be a false hero or the hero. We can apply Barthes' theory of enigma codes as the character is holding a gun and clearly indicates to is that he intends to do harm. Maybe to protect? He could use the gun to kill someone/solve a problem. Judging by the towering block of flats, the character feels minuscule and unsafe as suggested by the sharp corners of the buildings. The film might start with the protagonist being in s state of distress. The new equilibrium could be when the villain in defeated or the princess (using Propp's theory) is rescued.
WWW- Very good use of theories as well as good interpretations
EBI- use more detailed analysis of the theories and extend your analysis on Propp.
WWW- A superb first Media exam. You clearly revised and are showing a passion for the subject. Your responses display your ability to analyse media products through applying media terminology.
EBI- Become more perceptive with your analysis or the VIBE magazine, see mark scheme bullet points.
2) Read the mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.
1- Excellent analysis of the product that is detailed and critically engages with the nuanced aspects of how narrative is suggested in the film poster. -- adding detail to the smaller parts of my 'potential' analysis.
2- Excellent knowledge and understanding of the influences of the social and cultural contexts on media products that is consistently supported by highly appropriate and effective reference to the set products. -- cultural meanings is something I lacked.
3- Excellent knowledge and understanding of the influences of genre on media audiences and industries that is consistently supported by highly appropriate and effective examples. -- using examples
4- Excellent and judicious use of the theoretical framework. -- hidden messages and overall structure for the narrative.
3) Read this exemplar response from a previous Year 12 (a strong B grade). Identify at least one potential point that you missed out on for each question in the assessment.
'I missed out on the writing on the poster'
'brand associations'
'convetions'
'jewelry'
4) Did you get any media terminology or theory wrong in the assessment? Make a note of it here for future revision, including theories/terminology that you could have used but didn't.
- Propps anti hero or false hero and the donor/deliverer
5) Identify your strongest question. Why did you do better on this question?
I think I did best on Q3 as I gave my own opinion and pushed the boundaries of my terminology as well as my own knowledge.
6) Identify your weakest question. Why did you score lower on this particular task?
Q1 because I felt that I did not need to spend too much time on it so I missed out things like other key spheres in Propps' theory,
7) Re-write your weakest answer in full (or, if it was the essay question, write out a full essay plan). Use the mark scheme to identify anticipated content you can add to your response and make sure your typed re-draft is a top-level answer.
The disequilibrium in this poster seems to be the opening stage in the film a suggested by the dismal looking clouds over the character who seems to be some sort of protagonist. He may either be a false hero or the hero. We can apply Barthes' theory of enigma codes as the character is holding a gun and clearly indicates to is that he intends to do harm. Maybe to protect? He could use the gun to kill someone/solve a problem. Judging by the towering block of flats, the character feels minuscule and unsafe as suggested by the sharp corners of the buildings. The film might start with the protagonist being in s state of distress. The new equilibrium could be when the villain in defeated or the princess (using Propp's theory) is rescued.
WWW- Very good use of theories as well as good interpretations
EBI- use more detailed analysis of the theories and extend your analysis on Propp.
Friday 8 November 2019
Audience theory 1.1
1) Read this Mail Online article about the effects of video games. How does this article link to the hypodermic needle model?
This article suggests violent behaviour is down to just 20 mins of gaming which is directly influencing young people. This agrees with the needle model as it shows that the audience are being injected and fed this info/images and we are just taking them in without really processing them and actually considering the consequences that will follow.
2) How does coverage of the Talk Talk hacking case (see Daily Mail front page below) link to the hypodermic needle model? Why might someone criticise this front page?
This may suggest that these children, who have been surrounded by tech for their whole life, have been fed these stories of hacking and now he is emulating those past stories by committing the same crime.
1) Summarise the two-step flow model. In your opinion, is the two-step flow theory still relevant today?
The theory, first suggested in the 1940's, suggests that it is not only the producers of the work who influence audiences, it is also with celebrities. They are known as 'opinion leaders' and they have the ability to change a persons mind about something using their influence as well as incorporating the needle model. It s very relevant today as we have social media through which millions of people have their opinion altered by a certain person in power or a famous celeb.
2) How does this YouTube blogger fit into the two-step flow model?
He fits in as he promotes products as well as gives his own opinion on it. He tries it on and makes for quite an entertaining video for the target audience. He uses the product as well as his large following to persuade audiences a certain brand or look is the one to follow.
3) How this this Telegraph feature on Britain's most popular tweeters fit the two-step flow model? Do you think these accounts genuinely have an influence over their audience?
These accounts are mainly just celebs who have a HUGE following and use that to promote any commercial product or to endorse a product. This is following the model as they use their social power, namely through social media to express views or to promote something.
He links to the model as he runs a music company which also uses radio. This radio is a key factr to reaching audience. He also says he is friends with Richard Branson so he uses his power and popularity to sell as well which uses the model as he uses Branson's social power.
This article suggests violent behaviour is down to just 20 mins of gaming which is directly influencing young people. This agrees with the needle model as it shows that the audience are being injected and fed this info/images and we are just taking them in without really processing them and actually considering the consequences that will follow.
2) How does coverage of the Talk Talk hacking case (see Daily Mail front page below) link to the hypodermic needle model? Why might someone criticise this front page?
This may suggest that these children, who have been surrounded by tech for their whole life, have been fed these stories of hacking and now he is emulating those past stories by committing the same crime.
1) Summarise the two-step flow model. In your opinion, is the two-step flow theory still relevant today?
The theory, first suggested in the 1940's, suggests that it is not only the producers of the work who influence audiences, it is also with celebrities. They are known as 'opinion leaders' and they have the ability to change a persons mind about something using their influence as well as incorporating the needle model. It s very relevant today as we have social media through which millions of people have their opinion altered by a certain person in power or a famous celeb.
2) How does this YouTube blogger fit into the two-step flow model?
He fits in as he promotes products as well as gives his own opinion on it. He tries it on and makes for quite an entertaining video for the target audience. He uses the product as well as his large following to persuade audiences a certain brand or look is the one to follow.
3) How this this Telegraph feature on Britain's most popular tweeters fit the two-step flow model? Do you think these accounts genuinely have an influence over their audience?
These accounts are mainly just celebs who have a HUGE following and use that to promote any commercial product or to endorse a product. This is following the model as they use their social power, namely through social media to express views or to promote something.
4) Read this BBC profile of Jamal Edwards. How does Jamal Edwards link to the two-step flow model?
He links to the model as he runs a music company which also uses radio. This radio is a key factr to reaching audience. He also says he is friends with Richard Branson so he uses his power and popularity to sell as well which uses the model as he uses Branson's social power.
Diversion: Family Guy - this provides viewers with a fictional narrative in which they can emotionally invest in characters which they find funny or worthwhile. This is a comedy so the characters would look un humanlike and rather cartoon like.
Personal Relationships: Eastenders - we are immediately drawn to make a connection with people in soap operas as they have a deliberate type of personality to play and to socialise with the audience. We might feel scared or worried for this perosn below.
Personal Identity: Goodness Gracious Me- This show shows immigrants coming to England and managing with the certain differences with life from back home. It is a comedy which allows people of the Asian background to associate and relate with the actors/characters.
Surveillance: BBC News- People use this to get up to speed with current affairs and to be educated on the developing world.
1) Do you agree that audiences have become dependent on the media? What evidence or examples can you provide to support your view?
People such as young adults find it easier to find news on their phone rather than the news on TV, this is normally done through Twitter or Facebook. Audiences become dependant on the media as it is such an integral part of their life and it is only a tap away on their phone.
2) How has the growth of new and digital technology in the last 15 years changed people's dependency on the media? Is this a new problem?
This is what i mentioned above. I think that people have so much access to SM that it almost becomes the norm and the passive audience takes the info that they are given by cookie adverts rather than get adverts in real life. This increasing connectivity shows that one day print and broadcast media could become obsolete.
3) Reflecting on your own media use, how does your media consumption impact on your emotions? Does the media have an overall positive or negative impact on your health and wellbeing? Why?
The more i use SM, the more I feel connected with the people I care about (DM Messages). The media used in film and TV might influence my mood depending in the genre that I watch. I will relate to it more if it a Personal Relationship or a Personal Identity media text.
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