Wednesday 18 December 2013
Tuesday 17 December 2013
Digipak
Example of an 8 panel digipak
Monday 16 December 2013
Hypodermic needle theory
The hypodermic needle theory was not based on research but rather on assumptions of the time about human nature.
People were assumed to be "uniformly controlled by their instincts and that they react more or less uniformly to whatever the media told to them" - Lowery & De Fleur, 1995
The "Hypodermic Needle Model" uses the same idea of the "shooting" paradigm. It suggests that the media injects its messages straight into the passive audience. This passive audience is immediately affected by these messages. The public essentially cannot escape from the media's influence, and is therefore considered a "sitting duck" - (Croteau, Hoynes 1997)
The hypodermic needle is meant to give a mental image of the direct infusion of a message into an individual. But it became more highly developed, and it became apparent that the media had selective influences on people.
Example of the hypodermic needle theory:
The most famous incident often cited as an example for the hypodermic needle model was the 1938 broadcast of The War of the Worlds and the subsequent reaction of widespread panic among its American mass audience. However this incident actually sparked the research led by Paul Lazarsfeld and Herta Herzog, that would disprove the magic bullet or hypodermic needle theory. Hadley Cantril managed to show that reactions to the broadcast were in fact diverse and were largely determined by situational and attitudinal attributes of the listeners.
Lazarsfeld disproved the Magic Bullet theory and "Hypodermic Needle Model Theory" through elections studies. Lazarsfeld and colleagues executed the study by gathering research during the 1940 American election. Lazarsfeld discovered that the majority of the public remained unfazed by propaganda surrounding Roosevelt's campaign. Instead, interpersonal outlets proved more influential than the media. Lazarsfeld introduced the idea of the two step flow theory.
This video explains the hypodermic needle theory well.
People were assumed to be "uniformly controlled by their instincts and that they react more or less uniformly to whatever the media told to them" - Lowery & De Fleur, 1995
The "Hypodermic Needle Model" uses the same idea of the "shooting" paradigm. It suggests that the media injects its messages straight into the passive audience. This passive audience is immediately affected by these messages. The public essentially cannot escape from the media's influence, and is therefore considered a "sitting duck" - (Croteau, Hoynes 1997)
The hypodermic needle is meant to give a mental image of the direct infusion of a message into an individual. But it became more highly developed, and it became apparent that the media had selective influences on people.
Example of the hypodermic needle theory:
The most famous incident often cited as an example for the hypodermic needle model was the 1938 broadcast of The War of the Worlds and the subsequent reaction of widespread panic among its American mass audience. However this incident actually sparked the research led by Paul Lazarsfeld and Herta Herzog, that would disprove the magic bullet or hypodermic needle theory. Hadley Cantril managed to show that reactions to the broadcast were in fact diverse and were largely determined by situational and attitudinal attributes of the listeners.
Lazarsfeld disproved the Magic Bullet theory and "Hypodermic Needle Model Theory" through elections studies. Lazarsfeld and colleagues executed the study by gathering research during the 1940 American election. Lazarsfeld discovered that the majority of the public remained unfazed by propaganda surrounding Roosevelt's campaign. Instead, interpersonal outlets proved more influential than the media. Lazarsfeld introduced the idea of the two step flow theory.
This video explains the hypodermic needle theory well.
Health and safety
Health and safety issues to think about.
Wires for lighting etc could cause a couple health and safety hazards. The first is the possibility of people tripping on them. Therefore when filming I will make sure that any wires are taped down, this makes it less likely for people to trip over them. Another hazard involving wires is if they are lose or broken. I will have to make sure that all wires are good and not broken before I use them.
Transporting the performers and equipment to different locations could cause a hazard. I will have to make sure everything is safe.
The camera. To make sure that no damage is done to the camera I will need to check it each time it is used and make sure not to leave it unattended. I will also need to make sure that it is secure on the tripod or whatever is being used at the time.
A first aid box will need to be at each location in case of any of the performers or anyone else is injured.
Wires for lighting etc could cause a couple health and safety hazards. The first is the possibility of people tripping on them. Therefore when filming I will make sure that any wires are taped down, this makes it less likely for people to trip over them. Another hazard involving wires is if they are lose or broken. I will have to make sure that all wires are good and not broken before I use them.
Transporting the performers and equipment to different locations could cause a hazard. I will have to make sure everything is safe.
The camera. To make sure that no damage is done to the camera I will need to check it each time it is used and make sure not to leave it unattended. I will also need to make sure that it is secure on the tripod or whatever is being used at the time.
A first aid box will need to be at each location in case of any of the performers or anyone else is injured.
Thursday 12 December 2013
Hypodermic needle theory
The hypodermic needle theory or magic bullet theory (1930) is mostly considered wrong today.
Marxism
Karl Marx (1818-1883) was a German philosopher who believed that material goods are the root of the social world.
He said that dominant classes create dominant ideology: how culture is constructed in a way that enables the groups holding the power to have maximum control with the minimum conflict. His theory looks at how society has classes and argues that the lower classes cannot better themselves and that upper class people are the powerful and control ideological views put to society.
He says that power is held by a minority group known as the 'elite' and that these people have access to capital and through this they could use their money and power to keep within their group. He also said that the majority of the 'mass' population labour to help them make a living. Marx stated that because of this industrialization the 'elite' were the only ones who has access to means of production.
Because the elite hold the money and the power it means that the mass are dependent on the elite and this leads to the elite taking advantage of this power to maximize their own profits. Basically there are the the rich and powerful and the rest of us work for the rich and powerful to be able to earn a living. We have accepted this role in society.
He said that dominant classes create dominant ideology: how culture is constructed in a way that enables the groups holding the power to have maximum control with the minimum conflict. His theory looks at how society has classes and argues that the lower classes cannot better themselves and that upper class people are the powerful and control ideological views put to society.
He says that power is held by a minority group known as the 'elite' and that these people have access to capital and through this they could use their money and power to keep within their group. He also said that the majority of the 'mass' population labour to help them make a living. Marx stated that because of this industrialization the 'elite' were the only ones who has access to means of production.
Because the elite hold the money and the power it means that the mass are dependent on the elite and this leads to the elite taking advantage of this power to maximize their own profits. Basically there are the the rich and powerful and the rest of us work for the rich and powerful to be able to earn a living. We have accepted this role in society.
Tim O'sullivan et al (1998) - Ideology continued
Ideology helps us to make judgments about the world and the different views people have within it.
It can be argued that ideology is one mechanism by which a ruling group tries to deceive and control the ruled - J.B Thompson (1984)
Ideology implies that a powerful group can choose what messages are in the media and how society view these people in certain ways because of expectations.
As in examples that we looked at when looking at stereotypes, the powerful want 'black' people to be represented as gang members which have negative connotations. This is because 'they have the power to feed this ideology to society and for society to believe it to be true as it is what we are told by powerful groups who control the media.
Ideology is controlled and we consume their opinions as the right ones.
"Nobody has yet come up with a single adequate definition of ideology" - Eagleton (1991)
Eagleton may be right as far as the wording of the concept of ideology is concerned. However, scholars generally agree on the social nature of ideology: It is about social relations, consciousness and power struggle which play important parts in carrying out ideological objectives. Ideology therefore is also about the consciousness of those relations - Kelle and Kovalson (1973); Gouldner (1976); Thompson (1984) and Fairclough (1989)
Ideology and society
Ideology gives us ideas about the world that we live in. Because the media is powerful it can control what and how ideas are portrayed to an audience/consumer. The more powerful you are in society the more control you have over how messages are given to an audience.
It can be argued that ideology is one mechanism by which a ruling group tries to deceive and control the ruled - J.B Thompson (1984)
Ideology implies that a powerful group can choose what messages are in the media and how society view these people in certain ways because of expectations.
As in examples that we looked at when looking at stereotypes, the powerful want 'black' people to be represented as gang members which have negative connotations. This is because 'they have the power to feed this ideology to society and for society to believe it to be true as it is what we are told by powerful groups who control the media.
Ideology is controlled and we consume their opinions as the right ones.
"Nobody has yet come up with a single adequate definition of ideology" - Eagleton (1991)
Eagleton may be right as far as the wording of the concept of ideology is concerned. However, scholars generally agree on the social nature of ideology: It is about social relations, consciousness and power struggle which play important parts in carrying out ideological objectives. Ideology therefore is also about the consciousness of those relations - Kelle and Kovalson (1973); Gouldner (1976); Thompson (1984) and Fairclough (1989)
Ideology and society
Ideology gives us ideas about the world that we live in. Because the media is powerful it can control what and how ideas are portrayed to an audience/consumer. The more powerful you are in society the more control you have over how messages are given to an audience.
Wednesday 11 December 2013
Tim O'sullivan et al (1998) - Ideology
Tim O'Sullivan et al. (1998) Ideology - refers to a set of ideas which produces a partial and selective view of reality. Ideology involves widely held ideas or beliefs which are seen as 'common sense' and become accepted by society.
Richard Dyer (1983)
Richard Dyer is a representation theorist who studied the representation in media generally looked at how media texts represent themselves to society and an audience. He studied the ideological and historical significance of film stars and also looked at media in general.
'How we are seen determines how we are treated, how we treat others is based on how we see them. How we see them comes from representation' (Dyer 1983)
Representation enables us to understand a media text. It allows us to be able to categorise he ideology of the text to give us meaning.
With out representation texts would be meaningless and have no messages. Without representation texts would not be able to translate a narrative to an audience. Without our representation there is no denotation.
'How we are seen determines how we are treated, how we treat others is based on how we see them. How we see them comes from representation' (Dyer 1983)
Representation enables us to understand a media text. It allows us to be able to categorise he ideology of the text to give us meaning.
With out representation texts would be meaningless and have no messages. Without representation texts would not be able to translate a narrative to an audience. Without our representation there is no denotation.
Stereotyping - Tessa Perkins
Tessa Perkins (1979) Stereotyping is not simple and contains assumptions that can be challenged.
5 assumptions
Stereotypes are not always negative (e.g. 'The French are good cooks')
They are not always about minority groups or the less powerful (e.g. 'upper class twits')
They can be held about one's own group
They are not rigid or unchanging
They are not always false
Tessa Perkins says that stereotyping is not a simple process and has identified some of the ways that stereotypes are assumed to operate aren't true.
As society changes its hard for stereotypes to change as they stick in society.
Not all stereotypes are bad or all good and we can categorise ourselves.
Stereotypes are always erroneous in content (usually wrong)
They are negative concepts
They are about groups with whom we have little or no social contact; by implication therefore they are not help about ones own group - Stereotype of a stereotype
They are about minority or repressed groups.
They are simple.
People 'hold' stereotypes of a group (believe them to be true) or do not.
Because someone holds a stereotype of a group, his or her behaviour towards a member of that group can be predicted.
Stereotypes are an innvaluble aid to understanding the world and all stereotypes must have a bit of truth or they would not have such and influence.
5 assumptions
Stereotypes are not always negative (e.g. 'The French are good cooks')
They are not always about minority groups or the less powerful (e.g. 'upper class twits')
They can be held about one's own group
They are not rigid or unchanging
They are not always false
Tessa Perkins says that stereotyping is not a simple process and has identified some of the ways that stereotypes are assumed to operate aren't true.
As society changes its hard for stereotypes to change as they stick in society.
Not all stereotypes are bad or all good and we can categorise ourselves.
Stereotypes are always erroneous in content (usually wrong)
They are negative concepts
They are about groups with whom we have little or no social contact; by implication therefore they are not help about ones own group - Stereotype of a stereotype
They are about minority or repressed groups.
They are simple.
People 'hold' stereotypes of a group (believe them to be true) or do not.
Because someone holds a stereotype of a group, his or her behaviour towards a member of that group can be predicted.
Stereotypes are an innvaluble aid to understanding the world and all stereotypes must have a bit of truth or they would not have such and influence.
Ways of seeing theory continued
Berger states that women are 'depicted in a different way to men because the "Ideal" spectator is always assumed to be male and the image of the woman is designed to flatter him'
Jib Fowles states 'in advertising males gaze and females are gazed at' (Fowles 1996)
This shows that both Mulvey and Berger feel that women are objects for men to look at, desire and seek pleasure from.
Paul Messaris (1997) says that female models in ads addressed to women 'treat the lens as a substitute for the eye of an imaginary male onlooker' adding that it could be argued that when these women look at these ads, they are actually seeing themselves as a man might see them. - This argument is saying that women know what they are portraying and that they are able to view themselves as how men want to perceive them to be in control of their desirability.
Women and sex are used profusely in advertisement since it appeals to both women and men. Because other women want to be the women in advertisements.
This study looks at and compares how women in the media industry are used for the exact purpose that female nudity was used in traditional oil paintings. To be looked at, desired, envied and to be seen as desirable women by both men and women.
'Such ads appear to imply a male point of view, even though the intended viewer is often a woman. So the women who look at these ads are being invited to identify both with the person being viewed and with and implicit, opposite sex viewer' Messaris 1997
Jib Fowles states 'in advertising males gaze and females are gazed at' (Fowles 1996)
This shows that both Mulvey and Berger feel that women are objects for men to look at, desire and seek pleasure from.
Paul Messaris (1997) says that female models in ads addressed to women 'treat the lens as a substitute for the eye of an imaginary male onlooker' adding that it could be argued that when these women look at these ads, they are actually seeing themselves as a man might see them. - This argument is saying that women know what they are portraying and that they are able to view themselves as how men want to perceive them to be in control of their desirability.
Women and sex are used profusely in advertisement since it appeals to both women and men. Because other women want to be the women in advertisements.
This study looks at and compares how women in the media industry are used for the exact purpose that female nudity was used in traditional oil paintings. To be looked at, desired, envied and to be seen as desirable women by both men and women.
'Such ads appear to imply a male point of view, even though the intended viewer is often a woman. So the women who look at these ads are being invited to identify both with the person being viewed and with and implicit, opposite sex viewer' Messaris 1997
Thursday 5 December 2013
'Ways of Seeing' Theory
John Berger's 'Way of Seeing' Theory - 1972
Berger claims that representations of men and women in visual culture entice different "gazes" / ways in which they are looked at. He states that mean act and women appear. Men look at women and women watch themselves be looked at. The woman is usually posed in a way to please the viewer, her gaze is meant to entice the viewer, and this notion is the same in modern day advertisements and photographs. Berger comments that a woman unconsciously acts in a way knowing she is being viewed. Women are constantly being surveyed, not only by men but by other women, and by themselves.
John Berger’s “Ways of Seeing” is an in depth look on art, the way people view it and the influences that traditional oil paintings have had on society and modern day publicity. He looked at art and how historic paintings have adapted to modern day imagery and ideologies. Images are the most powerful communicator we have. There are things we cannot describe in words but that images can illustrate.
Berger claims that representations of men and women in visual culture entice different "gazes" / ways in which they are looked at. He states that mean act and women appear. Men look at women and women watch themselves be looked at. The woman is usually posed in a way to please the viewer, her gaze is meant to entice the viewer, and this notion is the same in modern day advertisements and photographs. Berger comments that a woman unconsciously acts in a way knowing she is being viewed. Women are constantly being surveyed, not only by men but by other women, and by themselves.
John Berger’s “Ways of Seeing” is an in depth look on art, the way people view it and the influences that traditional oil paintings have had on society and modern day publicity. He looked at art and how historic paintings have adapted to modern day imagery and ideologies. Images are the most powerful communicator we have. There are things we cannot describe in words but that images can illustrate.
Two Step Flow Theory
Two Step Flow Theory - Lazarsfeld 1940
The two step flow theory was found after a study of the 1940 American election campaign. In 1940 Lazarsfeld etc. conducted the first full scale investigation of the effects of political mass media.
The theory says that media does not have an effect on individuals until someone they know and trust talks about it and makes it relevant. These people are the opinion leaders. We looked at this video to understand the theory.
The importance of social influence
Their research was originally based on the simplistic hypodermic needle model of media influence, whereby it was assumed that a message would be transmitted from the mass media to a 'mass audience', who would absorb the message.
Lazarsfelds investigations suggested that media effects were minimal, and that audiences did not respond to a campaign as such but were more influenced by a person they knew or an opinion leader.
The conception of a 'mass audience' was inadequate and misguided due to individuals having opinions towards a message.
Social influences had a more effect on the process of opinion formation and limited the media's effect. The research found that we are more likely to respond to people we trust and know.
Limited effects
The study by Lazarsfeld concluded that only 5% of people changed their voting behavior as a result of media messages.Audiences exposure to election broadcasts turned out to be a relatively poor predictor of their voting behavior. This view of media effects was confirmed in a variety of other investigations demonstrating that as individuals we are more likely to consume something if it is recommended by friends /family or people we know. For example what we are influenced to watch or listen to.
The two step flow theory was found after a study of the 1940 American election campaign. In 1940 Lazarsfeld etc. conducted the first full scale investigation of the effects of political mass media.
Their research was originally based on the simplistic hypodermic needle model of media influence, whereby it was assumed that a message would be transmitted from the mass media to a 'mass audience', who would absorb the message.
Lazarsfelds investigations suggested that media effects were minimal, and that audiences did not respond to a campaign as such but were more influenced by a person they knew or an opinion leader.
The conception of a 'mass audience' was inadequate and misguided due to individuals having opinions towards a message.
Social influences had a more effect on the process of opinion formation and limited the media's effect. The research found that we are more likely to respond to people we trust and know.
Limited effects
The study by Lazarsfeld concluded that only 5% of people changed their voting behavior as a result of media messages.Audiences exposure to election broadcasts turned out to be a relatively poor predictor of their voting behavior. This view of media effects was confirmed in a variety of other investigations demonstrating that as individuals we are more likely to consume something if it is recommended by friends /family or people we know. For example what we are influenced to watch or listen to.
General conclusions
Conclusions follow from their research:
Conclusions follow from their research:
Our responses to media messages will be mediated through our social relationships, the effects of media messages being limited by interpersonal relationships and group membership.
It is misleading to think of receivers as members of a 'mass audience' since that implies that they are all equal in their reception of media messages, whereas in fact some play a more active role than others.
Receiving a message does not imply responding to it; nor does non-reception imply non-response (since we may still receive the message via interpersonal communication)
There are some people amongst the media audience who act as opinion leaders they see themselves and are seen by others as having an influence on others.
Why is personal interaction more influential than the media?
The content and development of a conversation are less predictable than mass media messages. Consequently, the receiver cannot be as selective in advance as (s)he is able to be when choosing which media messages to attend to.
Why is personal interaction more influential than the media?
The content and development of a conversation are less predictable than mass media messages. Consequently, the receiver cannot be as selective in advance as (s)he is able to be when choosing which media messages to attend to.
In a face-to-face conversation, the critical distance between the partners is less than in mass communication.
By direct questioning of the partner in the conversation, the assumptions underlying the conversation can be rapidly and accurately established, which is not so with mass communication.
In face-to-face interaction the communicator can rapidly adjust to the receiver's personality. (S)he has direct feedback as to the success of the communication, can correct misunderstandings and counter challenges.
Wednesday 4 December 2013
Laura Mulvey - Feminism
Laura Mulvey 1975 - Feminism - The 'male glaze'
Laura Mulveys concept looks at:
- How the audience view people who are presented in the media.
The male gaze typically focuses on:
- Emphasising curves of the female body.
- Referring to women as objects rather than people.
- The display of women is how men think they should be perceived.
- Female viewers, view the content through the eyes of a man.
The male gaze describes how the audience or viewer is put into the perspective of a heterosexual male. Mulvey states that in film women are typically the objects, rather than the possessors this is displayed by the control of the camera. The camera uses particular movements to perceive women in an idealistic view. Some women may disagree with this use of camera yet others may feel liberated.
A feminist may see the male gaze as either a expression of unequal power between gazer and gazed, or as a conscious or subconscious attempt to develop that inequality, men are more powerful there for is OK to objectify.
voyeurism - Summarizing the women is displayed for the male gaze to provide pleasure in a sexual way.
However women may want to be objectified and find this empowering. This objectification is a running theme in music videos and within all media elements.
Laura Mulveys concept looks at:
- How the audience view people who are presented in the media.
The male gaze typically focuses on:
- Emphasising curves of the female body.
- Referring to women as objects rather than people.
- The display of women is how men think they should be perceived.
- Female viewers, view the content through the eyes of a man.
The male gaze describes how the audience or viewer is put into the perspective of a heterosexual male. Mulvey states that in film women are typically the objects, rather than the possessors this is displayed by the control of the camera. The camera uses particular movements to perceive women in an idealistic view. Some women may disagree with this use of camera yet others may feel liberated.
A feminist may see the male gaze as either a expression of unequal power between gazer and gazed, or as a conscious or subconscious attempt to develop that inequality, men are more powerful there for is OK to objectify.
voyeurism - Summarizing the women is displayed for the male gaze to provide pleasure in a sexual way.
However women may want to be objectified and find this empowering. This objectification is a running theme in music videos and within all media elements.
Binary Opposites Theory
Levi Strauss 1958. Binary opposites.
Levi Strauss came up with the idea of binary opposites. He believed that we understand words not solely based upon their meaning, but of our understanding of the opposites they reflect.
Our understanding of the word 'Hero' depends on our understanding of the word 'villain'.
Within the media world binary opposites are used on a frequent basis. They are usually the basis of our understanding of a story as it is a conventional narrative and enables an equilibrium. Binary
opposites are used in films to help plots, they are also used in music videos
as part of a narrative to reinforce song lyrics.Levi
Strauss’ theory links heavily with our ideological values of how we feel we
should ‘perceive’ the world.
Why use binary opposites?
- This
theory enables us to have an understanding of a narrative before it has even
begun.
- Representations re-present them self to an audience to assure understanding, meaning and - - recognition from a text is understood.
- Having opposites within a text enables climax and interest
- Representations re-present them self to an audience to assure understanding, meaning and - - recognition from a text is understood.
- Having opposites within a text enables climax and interest
However more recently this can be challenged for example in Lady Gaga's music video Judas, or films that have a narrative with no clear protagonist.
Other music video examples are...
Tuesday 3 December 2013
Uses And Gratification Theory
Blumler and Katz 1978
- The uses and gratification model represents a change in thinking. Researchers began to describe the effects of media from the point of view of the audience. It looks at the motives of people who use media.
- Blumler & Katz (1974) argued that audience needs have social and psychological origins which generate certain expectations about the mass media, leading to differential patterns of media exposure which result in both the gratification of needs and in other (often unintended) consequences. This does assume an active audience making motivated choices.
- People are motivated by a desire to gratify certain needs.
- The model is broken down in to four different needs
- Surveillance
- Personal Identity
- Personal Relationships
- Diversion
Surveillance:
Surveillance is the idea that people feel better knowing what is going on in the world around them. Mass media is used to be more aware of the world and gratifying a desire for security and knowledge. The main source of this would be the news and newspapers.
In relation to music videos surveillance can be in the ideology of the video. The example of this is Lily Allen's video - Hard out here.
This video and song are talking about current issues that are happening in the music industry.
Personal Identity:
Personal identity is how the media allows us to reaffirm our identity and positioning ourselves within society.
In relation to music videos stars can become role models that inspire young children. This causes an outcry when one of them does something wrong or goes against what is normal.
The first video is about how a pop star can become a role model for young children. The second video caused an outcry because it was very different from what Miley Cyrus used to be like. This caused outrage because people did not want her as a role model for young children to act the way she does.
Personal Relationships:
We can form a relationship with the media, and also use the media to form a relationship with others. Many people use the television as a form of companionship. This may seem sad, but think about how many times you've watched the TV on your own, or with other people but sitting in silence. The television is often quite an intimate experience, and by watching the same people on a regular basis we can often feel very close to them, as if we even know them. When presenters or characters in a soap die, those who have watched that person a lot often grieve for the character, as if they have lost a friend.
Another aspect to the personal relationships model is how we can sometimes use the media to build relationships with real people. Talking to strangers can become easier with common interests (such as TV programme)
Diversion:
The diversion need is what is commonly termed as escapism. This is what we use to escape our own lives and problems for a while to think of something else.
In relation to music videos, we watch music videos to take our mind of our every day lives, we want to distract our self from the problems we are experiencing. We want to see that people experience the same feelings as we do and want to forget about our own problems and focus on some one else's.
Personal Relationships:
We can form a relationship with the media, and also use the media to form a relationship with others. Many people use the television as a form of companionship. This may seem sad, but think about how many times you've watched the TV on your own, or with other people but sitting in silence. The television is often quite an intimate experience, and by watching the same people on a regular basis we can often feel very close to them, as if we even know them. When presenters or characters in a soap die, those who have watched that person a lot often grieve for the character, as if they have lost a friend.
Another aspect to the personal relationships model is how we can sometimes use the media to build relationships with real people. Talking to strangers can become easier with common interests (such as TV programme)
Diversion:
The diversion need is what is commonly termed as escapism. This is what we use to escape our own lives and problems for a while to think of something else.
In relation to music videos, we watch music videos to take our mind of our every day lives, we want to distract our self from the problems we are experiencing. We want to see that people experience the same feelings as we do and want to forget about our own problems and focus on some one else's.
Criticisms of this theory:
Len Ang criticised the theory in three aspects.
The first is "It is highly individualistic, taking into account only the individual psychological gratification derived from individual media use. The social context of the media use tends to be ignored. This overlooks the fact that some media use may have nothing to do with the pursuit of gratification - it may be forced upon us for example"
The second "There
is relatively little attention paid to media content, researchers attending to
why people use the media, but less to what meanings they actually get out of
their media use"
The third "The
approach starts from the view that the media are always functional to people
and may thus implicitly offer a justification for the way the media are
currently organized."
Monday 2 December 2013
Changing Storyboard
I have chosen to change my storyboard so that It has a more interesting narrative that can be understood easily.
Wednesday 20 November 2013
Monday 18 November 2013
Prop list
Prop list:
- Car (inside) - Shot 21
- Red hat - Shot
- Headband/bandanna - Shot 17/8
- Glass bottle - Shot 45
- Torch - Shot
- Mobile phone/screen (causes the argument) - shot
- Laptop (messages)
Casting
Through my video I have two performers/characters.
The first is the performer of the song.
The second is the person who the narrative is about.
The casting options I have chosen for these two performers are...
Shannon Crosby- Actor
Molly Blake- Singer/performer
Molly Blake- Singer/performer
Wednesday 6 November 2013
Skills development essay version 1
Media skills development:
Before I started the As media course I did not have a lot of
skills in creating things through Photoshop. This shows in the first project
that we did to create a perfume advert for a magazine. The advert that I
created had two images layered over each other as well as some text. In this
you can see that I was not confident in using Photoshop. Also from this project
and my college magazine I can see that my photography skills needed to be
improved.
Digital technologies:
How I developed in using digital technologies. In creating
the music magazine I used some different digital technologies. To create the
front cover and contents page I used Photoshop. There is a big difference
between my college magazine cover and the cover of the music magazine showing
that I developed a few skills in this. I also learnt how to use Microsoft
publisher to create a double page spread for my music magazine. I have
developed skills in taking photos. For example better framing and angles. While
creating my music magazine I also used websites such as Prezi to make my
research and evaluation more interesting. Throughout creating the music
magazine I put all of the work onto blogger. This allowed me to add photos and
videos that would help in the research and planning and also when evaluating.
Creativity:
How I have developed in creativity. While creating my
perfume advert I did not have a huge range of ideas to choose from. Therefor my
final product was not as good as it could have been. Whereas in my music
magazine I had more ideas and looked at different layouts to get the best
possible that I could. I also used images that I found on google to create mock
ups of the different designs. From my college magazine I can see that I have
developed a better idea of the colours that go well together. And also learnt
to have three main colours for the whole magazine. I also learnt that most
magazines have a house style to make it recognisable to their readers. I had to
create one of these when making my music magazine.
Research and planning:
How I have developed in research and planning. In the
perfume advert project I looked at existing products and analysed them for
their conventions before planning my own advert. I did not really research into the target
audience. To create the music magazine more research had to be done into things
such as genre, target audience and existing products so that the final product
would fit to its target audience well and would be something they would choose. In the research I analysed three different
music magazine covers, contents pages and double page spreads to see the
conventions. The conventions were different depending on what genre of music
the magazine was for.
Post-production:
How I have developed in post-production. After the first
couple of drafts of the music magazine we got feedback from a few different
people to improve the work. For example different ideas about how to edit the
photos in a better way and to move the text around so that it would be seen
better.
Using conventions from real media texts:
How I have developed in using conventions. In my perfume
advert I used some conventions that I found in existing products but did not
really understand why they were there. When researching my music magazine I
paid closer attention to the conventions of the music magazine as well as the
conventions of the genre of music. This meant that I had a better understanding
and made decisions for things such as costume based on this.
In conclusion Over the course of the year I learnt
and developed skills in things such as research and planning through better
analysing of existing products and digital technology of cameras and photoshop
etc. These are things that I will be able to use and develop further in this
next years coursework.
Tuesday 5 November 2013
Ancillary texts
The ancillary texts to chose from in the brief were
Digipak examples
- A website homepage for the band;
- A cover for its release as part of a digipak (CD/DVD package)
- A magazine advertisement for the digipak
The two that I have chosen to create are the cover for the digipak and a magazine advertisement.
Digipak examples
Monday 4 November 2013
Costume Ideas
Costume ideas
- Hair: This long wavy and messy style hair is quite popular among the indie artists at the minute.
- Converse are a popular choice among my target audience of 16-20 year olds. I have found that brown boots or black boots are often worn by indie artists.
- Wool jumpers/cardigans were common among the female indie artists in my research. I have decided to add a red jumper because this is the colour for love and also danger and this goes with my song quite well.
- I decided to add the black skinny jeans also because in my research I found that these were popular within most genres.
- The shirt is also common for my type of genre.
- These type of dresses are popular among the female artists in the indie genre at the minute and throughout other genres as well.
making a video
Making a video:
Executive producer
- - Finances and budget
- - Timeline
- - Key people
Writer
- - Develops script from concept/brief
-Producer
- -Secures and oversees creative team
- -Develops shooting schedules
- -Manages budget and timeline
Director
- -Creative control of production
- -Directs performance of cast and crew
Production manager
- - Day to day co-ordination of production (people,
equipment, facilities, catering, post production)
Storyboard artist
- - Works with producer/director to develop the
storyboard of script
Camera operator
- - Operates camera under direction of lighting
director
Sound technician
- -Records & monitors sound
- -Has role in final sound mix
Actors/presenters/reporters
- -Collectively known as talent
Editor
- -Select best material to assemble final film with
music, graphics, special effects and text
Brief/concept
-
Intention
-
Purpose
-
Target audience
-
Limitations (budget, timeframe)
Target audience
-
Demographics
o Age
o Gender
o Lifestyle
o Hobbies
o Computers, games etc
o
Disposable income
-
Audience profile
Pre-production
- Scripting/ shooting script (written version of storyboard)
- Scene break down
- Storyboard
- Shot list
- Shooting schedule
- Casting
- Location
- Equipment hire
- Catering
- Transport
- Informing people
Typeage – acting/casting people that look like the
characters that they are meant to be playing.
Shot list
- Where
- Time needed
- Different camera angles
- When
- How long (allowing time for several takes)
Production
10 seconds an hour
- Health and safety report
- Continuity
- Shooting the project
- Time management crucial
- Quality control (image, sound, performance)
- Potential conflict
Post- production
- All elements are combined in editing
- Off-line (rough cut)
- On- line (final edit)
- Sound mix
- Sound mix of final edit
- Done in conjunction with the producer/director
- Final approval by executive producer
Audience profile
Using the answers from my blog poll the audience for music videos are
Q1: Male or Female?
Male:
Female:
Q2: Age group?
Under 16:
16-20:
20-25:
25-30:
30+
Q3: Currently in education?
Yes:
No:
Q4: Do you watch music videos regularly?
Yes:
No:
Q5: Preferred genre of music?
Pop:
Indie:
Rock:
Dance:
Q6: How do you usually watch music videos?
Youtube:
Vevo:
Music channels:
Q7: How do you buy music?
CD:
Digital download:
Other:
Monday 14 October 2013
Target audience
Tagret audience
Demographics
My target audience:
Demographics
- Age
- Gender
- Lifestyle
- Hobbies
- Computers, games etc
- Disposable income
My target audience:
Music videos appear online and on various TV channels etc. Therefor have large audiences. However this does also depend on the genre of the music. Pop music videos generally have the largest audience because their songs are usually in a mainstream genre. These videos are then repeatedly shown on music channels such as MTV or VIVA and websites. The music genres that do not lie within the mainstream market usually have their own channels that are less well known and have a smaller audience. The genre that I have chosen for my music video is indie/pop which is not in the mainstream market. The niche audience for this genre is:
This style of music is quite popular in the 16-25 age group. This age group is the biggest audience for music.
Demographics:
Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate. For example, a marketer might speak of the single, female middle-class, age 18 to 24, college educated demographic
My target audiences demographic will be Age group 16-25 and because my artist is female this would attract more of a female audience than male. The genre of music that I have chosen has a smaller audience than from the mainstream market. Within this age group the majority of people are school and college educated therefor this adds to the demographic. This is the age group that usually have phones and ipods and use other electronics that connects them to the internet and within this social media is always close to them. This is a part of their everyday lifestyle. This age group does not have too much disposable income to spend on buying a lot of music.
My blog poll questions are
This style of music is quite popular in the 16-25 age group. This age group is the biggest audience for music.
Demographics:
Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate. For example, a marketer might speak of the single, female middle-class, age 18 to 24, college educated demographic
My target audiences demographic will be Age group 16-25 and because my artist is female this would attract more of a female audience than male. The genre of music that I have chosen has a smaller audience than from the mainstream market. Within this age group the majority of people are school and college educated therefor this adds to the demographic. This is the age group that usually have phones and ipods and use other electronics that connects them to the internet and within this social media is always close to them. This is a part of their everyday lifestyle. This age group does not have too much disposable income to spend on buying a lot of music.
My blog poll questions are
- Are you male or female?
- Are you in education?
- What age group are you?
- Do you watch music videos?
- What is your favorite genre of music?
- How do you watch music videos?
Wednesday 9 October 2013
Codes and conventions of indie pop genre music videos - Setting/Location
Conventional locations and settings depends on the type of music video. A common convention of this genre are performance videos and the usual location for those are stages. The other type of video are ones with a narrative. The locations differ in this style of video.
These first two images come from Mumford and Sons - Lover of the light.
These first two images come from Mumford and Sons - Lover of the light.
They two different examples of outdoor locations. The first is a beach and the second is a woods/forest area, they are both completely different even though they are used within the same video. The first image shows the beach as the sun is going down, this is what gives the variety of different colours.
Codes and conventions of indie pop genre music videos - Costume
Costumes
These are a few examples of costume in indie pop music videos.
1:
2:
The typical style of trousers within this genre are skinny jeans or plain trousers. They are also usually dark colours, either black or dark brown.
Men in this genre usually wear button shirts of any colours and dark jackets/waistcoats. Checked shirts are quite common.(photo 2) For shoes they usually wear black or brown boots (example in photo 2)
Another common costume for female artists are dresses with cardigans. This costume can be seen in another of Gabrielle Aplins videos
In this video she wears a range of different costumes. The first being a white dress, these style of dresses are a convention of this genre and are often seen in the music videos with female artists. The white contrasts the usually dark costumes that are seen in this genre. Also in this video she wears a patterned cardigan/jacket with a few bright colours on it. In photo 1 the women from The Lumineers is wearing a dark blue dress. This colour fits better into the conventional dark coloured clothing.
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