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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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 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.

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.

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.

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.

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.

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.

Audience theory 1

Who you are working with: Hannah 

The psychographic group you are researching: Mainstreamers

Introduce your example couple that represents your group: 

1) Make up their names:

Kevin and Julie
2) Where do they work/study?

Julie- receptionist at a spa
Kevin- security guard at Disney

3) What do they do in their spare time?

Julie- runs Bible study
Kevin- bakes with son

Now suggest their media consumption:

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

Kevin mainly reads the Sun and TechGadget to get all his information.
Julie reads Massage Monthly as well as Pleasure Paper due to her profession.

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

They both watch Gogglebox as well as DIY SOS. Their favourite film is Love Actually.


Online: What technology do they own? What websites do they visit (if any)? What social media do they use?

Kevin- Laptop and latest iPhone 
Julie- Latest iPhone and Kindle

They Skype their son who now lives abroad. 
They use all forms of Social Media and also they run a family YouTube channel which they have 30,000 subscribers on.

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

I consider myself to be an Explorer as I like trying new products to compare them to the ines that I currently use right now. I have owned a Ferrari watch for the last 3 years but I tried a new British and German watch company and now I prefer the latter more. This is also supported by the time I changed streaming platforms from Sky Go to Amazon Prime.