Lo6 - active audiences.

THEORIES

• Gauntlett (1995)- We are able to filer and adapt to content in the media  

• Mcquail (1972) -We have uses and gratifications theory people use the media for their own purposes. Provides a more positive outlook on the media on the effects of media. 

• Hall (1980) – encoding / decoding model. 

Preferenced reading -  the audience accept the most ‘transparent’ meaning following the dominant viewpoint / ideology / story

Negotiated reading - partially agrees with meaning,  makes their own models. 

Oppositional reading - meaning understood but don’t agree and think opposite. 

USES AND GRATIFICATION. 

• Escapism
• Personal identity  
• Person relationships 
• Information. 

 KEY WORDS 

Encode– to put in.
Decode– to understand. 

DIOR ADVERT.

Ideal self-models – The model within this advert: Marian Coltard is 48 years old and very attractive, therefore she will be seen as an ideal self to people who are of a similar age, encouraging them to buy the product as they will want to be like her. 

Serif font- has flicks that create the effect of the text looking ‘hand written’ and exclusive, therefore producers use it to market products that are expensive and exclusive such as jewellery, which usually have a target people within the ABC1 social grade due to this social grade typically earing the highest disposable income. Secondly, serif font typically appeals to women due to the fact that we associate the handwritten wringing with elements such as diaries, which typically consist of things such as gossip, reflecting feminity due to traditional female stereotypes. Therefore this font helps target the 25-50 year old middle class 

‘Neutral’ colours – Bright bold florescent colours are stereotypically used to market products aimed at children or people within the C2DE social grade, therefore due to the contrast between the colours denoted within this advert and floresent colours helps connote that the target audience for this product is opposite, meaning its aimed at people within the ABC1 social grade. 

Costumes ‘ – The costumes consist of a suit and tie which connotes that these models are within the ABC1 social grade as these outfits are typically fairly expensive, connoting they have a high disposable income to spend on luxuries like this. Therefore reinforcing the fact that the advert is aimed at an ABC1 target audience due to the fact that the advert will be relatable and reflective of their lifestyle, making it more appealing and relevant to them. 

Lo6 - Media effects summary so far.

Theory -  Chris Ferguson (2012) showed no long term link over three years regarding violent video games having an impact on those that play them.

Theory -  George Gerbner and Larry Gross (1979) - Culitivation Theory.

This theory examines the long term effects of television. "The more time people spend watching TV, the more time the more likely they are to believe that they are to believe social reality aligns with reality portrayed on television."

Theory - Craig Anderson (2007) that high exposure to fact - paced violent games can lead to changes in brain function when processing violent images , including dampening of emotional responses to violencee. One of the high risk factors?

Desensitisation - when people aren't affected or empathetic towards violence they see on the media.

Mean world syndrome - people believe that there is more crime happening that there actually is due
to negative / violent elements within TV programmes / on the media.

Moral panics - when a group of people panic / have something to say about something they see in the media. 

Media bias - when writers are bias towards certain groups of people and portray them in a negative light within the media.

Folk devil - the thing that is causing moral panic in the press. e.g. GTA 5.

Copy cat behaviour - when people copy behaviour they see on the media. 

Lo6 - effects of media products.

Media product - GTA 5 (Video game)

Theory - Craig Anderson (2007) that high exposure to fact - paced violent games can lead to changes in brain function when processing violent images , including dampening of emotional responses to violencee. One of the high risk factors?

Link to article - https://www.forbes.com/sites/erikkain/2013/09/18/do-games-like-grand-theft-auto-v-cause-real-world-violence/#d14690b32418

My opinion - Due to the fact that the shooter was mentally ill and extremely angry, I believe the influence of violence in this media product could have encouraged him to have a violent outburst, due to the fact that some metal illnesses make individuals more impressionable as they want to be accepted in society, therefore making them portray copy-cat behaviors that they think are 'cool' to gain popularity. Mental illnesses can stop also you from understanding right from wrong and the consequences of your actions. In the game GTA 5 you are 'rewarded' for being murderous. Consequently making impressionable individuals copy this behavior as the main character in GTA 5 is portrayed as an ideal self, aspiring people who have no sense of right or wrong to be like them. I believe all these elements influenced the shooter as his friend stated that the shootings were something they'd enjoy watching for 'hours' on a video game.

Media product - Call of duty. (Video game)

Theory -  Chris Ferguson (2012) showed no long term link over three years regarding violent video games having an impact on those that play them.

Link to article - https://www.telegraph.co.uk/science/2017/03/08/violent-video-games-like-grand-theft-auto-do-not-make-players/

My opinion - Disregarding those that have mental illnesses and are prone to copying other behaviors, I think this article is right is saying that violent games such as Call of Duty and GTA don't influence extreme aggressive behaviors in teenagers. Grand Theft Auto is one of the most highly plaid video games in the world within modern society. Yet, studies show no difference on MIR tests when comparing individuals who don't play violent video games and those who do when shown images designed to provoke an emotional and empathetic response, implying that there is typically no long term effect of violent video games.

Media product - When Harry Met Sally (Film)

Theory -  George Gerbner and Larry Gross (1979) - Culitivation Theory.
This theory examines the long term effects of television. "The more time people spend watching TV, the more time the more likely they are to believe that they are to believe social reality aligns with reality portrayed on television."

Link to article - http://www.ncurproceedings.org/ojs/index.php/NCUR2013/article/viewFile/658/340

My opinion - This analysis states that women expectations on romance have adapted to the unrealistic scenarios they are shown in films, standards for what is seen as the 'perfect relationship' are now very high due to the various expectations of men within films that are of the romantic genre. I believe this is true due to the decrease of couples staying together and amount of single adults - compared to times before 'chick flicks' were popular. As women (and men) both have very high expectations and different opinions of what conventions the perfect relationship should consist of due to people watching different romantic films and gathering different ideas. Overall I think it is clear that unrealistic romantic films have morphed women's expectations and standards for relationships over the years. 

Lo6 - theories

I agree with this article to an extent due to the fact that violent video games demonstrate physical violence as an acceptable activity, it shows teenagers how to be aggressive. When you spend a lot of time doing something, you start to adapt to it. Therefore these violent games can influence teenagers to behave more aggressively (especially a younger audience as they are more impressionable). Secondly, video game characters are seen as ideal selves. Therefore, players will want to be like them, making them portray aggressive behaviour and think they're able to do things that are not acceptable in reality.


However, although these aggressive conventions can influence players, it doesn't necessarily mean they will demonstrate violent behaviour. E.g. a majority of the male population play violent video games yet do not perform aggressive acts. Overall, I think it all depends on the way someone is raised and their mental state in order to be fully influenced by these games.

• PASSIVE AUDIENCE THEORY. 

- This model does not hold much positivity for the audience. however it is a good method to explain how media producers reinforce messages, politicians when running up to an election / propaganda and also towards how marketing campaigns are sucessful.

- Vance Packard (1957) looked at the relationship between advertising and media effects in his books 'Hidden Persuaders'.
He believed the media were conditioning people to want products and services with the rise of consumerism.

Linking in with - Violence in the media.

Craig Anderson (2007) that high exposure to fact - paced violent games can lead to changes in brain function when processing violent images , including dampening of emotional responses to violencee. One of the high risk factors?
This is known as desensitisation. However, Chris Ferguson (2012) showed no long term link over three years.
If you are desensitised to violent behaviour in the media and therefore demonstrate it in real life this is called copy cat behaviour. i.e. if you demonstrate behaviour that you have been exposed to previously on the media.


- George Gerbner and Larry Gross (1979) - Culitivation Theory.
This theory examines the long term effects of television. "The more time people spend watching TV, the more time the more likely they are to believe that they are to believe social reality aligns with reality portrayed on television."

In terms of violence they call this 'mean world syndrome', this means the more people are shown violent elements on the media such as news reports the more likely they are to believe this is happening in the real world.


Stanley Cohen 1972 - Moral panics.
when the 'mass media' demonise groups, people or products that they believe are a threat to society, values and interests it is called a 'moral panic'. Examples of this is -
- Migration, due to controversy and claims of immigrants being threats in the media.
- Religion - Extremists.
- Black youth / hoodie culture.
- White underclass.
Articles are typically biased towards these groups of people in the media, this is called media bias.

Media bias and moral panics are part of sensationalists reporting to make money.

• KEY WORDS

Media bias - biased media towards threatening stereotypes of people. 
Moral panics - threats to society. 
Folk devil - people being worried about the impact of elements such as social media on youth. 

• REPRESENTATION

Low angle - portrays the 'gang' as being more dominant and powerful than the viewer due to the camera physically being low downer down than them. 

'Gang signs' - add to the stereotypical persona of a rebellious 'gang member' 

Tattoos - associated with being edgy and dangerous.

'Black youth' - typically portrayed in a negative light in the media due to stereotypes. 

• REPRESENTATION THEORIES

Perkins 1979 - Not all stereotypes are negative. 

Laura Mulvay (1975) - Women are objectified

Earp and Katz (1999) - Men show masculinity with pathological control over violence. 

Butler (1993) - representation of gay people, are they stereotypical? 

Alvarado (1987) & Hall (1995) - ethnicity 'exotic dangerous, humorous or pitied' 

Turton (2014) - hooligans, trouble causers, Black and Asian Boys

Lloyd (1995) - girls are seen as negative or double deviant - trouble causers nut shouldn't be because they are women

Questions.

The sun targets a demographic of males and females within the C2,D,E demographic, over the ages of 35+

• Explain the term 'demographic data' 

Demographic data shows the class (based off the NRS scale) and age of an audience that consume media products. 

• Two interpretations that could be made about the target audience of the daily express

This audience would typically have a high disposable income.

This audience would also typically have a good education. 

• Two differences between the daily telegraph and the guardian. 

The daily telegraph has a much bigger readership than the guardian

The daily telegraph also has a significantly older audience compared to the guardian. 

• Explain the difference between 'Readership' and 'Circulation' 

Circulation is how many copies are purchased, Readership is how many copied are read. 

Lo4 & Lo5.

Target audience.
Data analysis - organisation that analyst audience consumption
Why audiences enjoy / consume / interact with the product.

KEY TERMS:

Tabloid - gossip, e.g. The Sun - 
Broadsheet - politics, e.g. The Times.

• Men enjoy 'The Sun' the most, I think this is due to the fact that The Sun objectifies and sexualises women due to them having a page dedicated to women in which who typically aren't wearing many clothes and are posing provocatively. The newspaper is also majorly dedicated to sport, which is something that stereotypically appeals to men. Celebrity gossip and scandals are all discussed within the newspaper which are things in which stereotypically appeal to women, therefore The Sun is the most popular national newspaper in the country due to it catering to a male and female audience. 

• Take a Break is the most popular magazine, I think this is due to it's inclusiveness of elements in which are appealing to a range of different people. This newspaper caters to a mostly female audience due to it's contents consisting of gossip, true-life stories, the latest health, fashion and beauty tips, plus cookery and travel, which are all elements that stereotypically appeal to females rather than males.

• Nuts is the least popular magazine, this is due to the fact that the Nuts magazine is a 'soft porn' magazine, Nuts was the most popular and best selling magazine at one point. However, once people realised they could search for this type of content on the internet instead sales started dropping. 

• The Guardian is the least popular newspaper. Statistic within fig.1 show that the majority of the audience who read the guardian are within the A,B,C1 social class, meaning the guardian will stereotypically be more formal and relevant to educated, sophisticated people with a high disposable income. Therefore it may be hard for people that are less educated to understand and relate to the newspaper meaning not many people buy it. 

TARGET AUDIENCES / DEMOGRAPHICS. 

• gender
• Age
• Social grade
• Location
• occupation
• interests /hobbies. 

MOCK QUESTION.

Publication - The Sun

Justification - The Sun has the highest male demographic, therefore products from Gillette such as razors and shaving products would be suitable to advertise within the newspaper as it would reach a mass male audience that would stereotypically be intrigued by the product. 

Publication - Take a break

Justification - Take a break has the highest female demographic, therefore products from Tampax would be suitable to advertise within the magazine as it would reach a mass female audience that would typically be intrugied by the product due to it being relevant to them.

Social grade.
A social grade is based on how much disposable income an individual has due to their job and education, for example someone within the A grade on the NRS scale would typically be very educated, earning a high disposable income due to them having a well-payed job that they have mostly likely worked hard for by going to further education such as university.

Analysis of social grades are useful for media companies such as TV companies due to the fact that companies can use their audience's social grade to find suitable advertisements to play during breaks of the TV programme in which would stereotypically be appealing to this specific audience, for example: X-factors target audience is families which a C1-E, social grade, therefore X-factor promote products that are relevant to families.



PAMCo - The Published Audience Measurement Company (formally known as the NRS) (online publishing and print publishing media)

BARB - Broadcasters Audience Research Board.

RAJAR - Radio Audience Joint Research.

MIDIA - analysis of online music streaming and use of digital technologies, videos and sport.



Time-shifting - when we watch a programme later than it is broadcasted, this would be done on platforms such as VOD. People start watching programmes a after they were broadcast live due to digital natives and more technologies being produced over the years.

Infographic - information anchoraged to an image.

• Print and publishing terminology.

Circulation - how many copies are purchased.
Reader - how man copies are read.
Audience reach - how many people access / read / engage with a product.

(found on PAMCo)

• TV industry terminology

DTV - digital television
Viewer - how many people watch a programme or broadcast
Video on demand channel - catch up or streaming services.




BBC1 is a mainstream channel. It has the most daily in the UK due to it being relevant to a mass audience of families. (this information was found on BARB)

• Radio industry terminology 

Listenership - how many people listen to a radio programme, podcast or particular station.
DAB - digital audio broadcast.
Analogue - non digital broadcast.

(found on RAJAR)