Thursday, 29 November 2018

Identify the potentional impact of Dunkirk



Point Data Question 


Dunkirk is an historical drama film brought out in 2017, The target audience for this film is a mass audience of 16-80 years old, The film would attract all ages and would be attracting an older generation 60-80 due to the relatability they can have to the film due to their experience in time periods close to the movie settings, The younger audiences, 16-25 would've been aimed at during the casting off the film as the popular artist Harry Styles who is seen as an ideal self/partner is a main protagonist due to his debut acting this would create a large mass audience for the film. In this essay I will be demonstrating the debate over the positive and negative aspects of the film. 

(Earp & Katz 1999) created an idea about over controlling men and men having violent tendencies,
in the 2017 box hit we do see negative stereotypes and ideologies encoded into the period drama, one of the clearest and most obvious negative ideology the audience are shown is the negative portrayal of men, in the film we solely see male soldiers which demonstrates the idea that women are inferior and men are the only sex capable of fighting, this reinforcing men being thought as overly violent. In a segment of the film we see the British soldiers discover that a French soldier is trying to board a British boat to get safe passage, on discovering this the British soldiers start to open fire trying to kill the French soldier. In this scene we see men showing unnecessary violence and demonstrate their obsession for control, we see similar occurrences throughout the film as see unnecessary violence used to deal with situations that would never require violence and the repetition of this act demonstrate to the audience the idea that men are dangerous and power-hungry, this being a negative stereotype for the audience to see repeated. 

(Laura Mulvey 1975) created an ideology about how women are shown purely for either sex appeal or shown as less equal to men. In the film we see only see a woman acting as a nurse and their purpose to serve the men, this ideology is dangerous as viewers can become passive viewers of the film and could agree with the way women are treated due to the scenes they see in media products such as Dunkirk, (Adorno and Horkheimer). Another very negative aspect shown in the film is the racism, throughout the film we constantly see the French soldiers being treated as if they were second class citizens e.g not being able to share British boats and get safe passage, being hated by the British soldiers and seen as an annoyance however the French soldiers fought beside the British therefore this logic is strongly racist. In one scene the British uncover a French soldier trying to board a British boat this leads to the British soldiers opening fire on him, this immediate violent reaction demonstrates racist views against the French even after they fought the opposition as equals, this once again is dangerous due to the audience becoming passive and thinking this is acceptable behaviour.

Whilst looking at Dunkirk I have also looked at another media product, Jeremy Kyle is a programme that has been aired since 2005, the TV programme is hosted by a presenter called Jeremy Kyle, Jeremy hosts guests who are white E social class, in the show Jeremy solves scandals that the guests are facing these scenarios are usually adultery, theft or lying.
The target audience of the programme is working class upwards and this demonstrating that the idea of the show is for higher classed audience members to make fun and marvel at the E social class category.
In this example we see the media make the white E class appear folk devils as normally in the programme we see the guests talk about benefits, drug use and adultery, all of these themes are seen as very negative and makes the guests appear draining on British society, the programme exploits the guests to create moral panics for the viewers as the show makes the guests appear threatening to British values and society.
However the show Jeremy Kyle is known to be very media bias and show the guests only in one negative perspective when they could demonstrate the hardships that the guest have gone through as many of them have overcome drug addictions and have grown up in distressing circumstances. 
The programme uses sensationalism in the show often to exaggerate circumstances that the guests are in to attract audience members to watch the programme. 

(Dennis Mcquail, 1972) speaks about escapism and surveillance being a type of pleasure aimed from media products this is shown in the film. 
For example even though the film does have many negative ideas it also supports many positive themes also, in the film we see a very historically accurate account of the event and the informative aspect is very strong, this is a positive attribute that the film has as it means that as well as offering escapism to the audience due to the thriller/drama aspect they can also gain surveillance on historic events that have being detrimental to WWII
Another positive aspect that the film has is that it demonstrates many positive role models who the audience could base ideal selfs off, one of the main plot lines is a father and son who sail a boat to France to pick up soldiers, the selfless actions of this father and son demonstrate a very positive role model that the audience can look up to and take qualities from.§§

Overall I think that film does have negative aspects to the film however many of the negative representations and stereotypes are down to historical accuracy and are used to show the circumstances that happened this making the negative aspects more excusable however they would still impact a passive audience so its still dangerous to have them included in the film. 
Looking at the TV programme Jeremy Kyle I do think its harmful for the representation of lower classes as they appear very negative on the famous show and this can create tension in everyday life.
  


Thursday, 22 November 2018

Lo6 : active audiences

Active audience theory


  • we are able to filter and adapt to content in media (Gauntlett,1955)
  • We have uses and gratifications (McQuail, 1972)
the four aspects that McQuail speaks about are 
- escapism 
- surveillance
- personal relationships 
- personal identity 

  • encoding/decoding model Hall (1980) 
- Preferred reading, the audience accept the most 'transparent' meaning following the dominant viewpoint/ideology/story 
e.g sees and advert and immediately buys the jeans 

- Negotiated reading, partially agrees with meaning, making their own opinions
e.g not buying jeans because they are too expensive however you like the style 

- Oppositional reading, meaning understood but don't agree and think opposite 
e.g don't think the jeans advert is appropriate and don't agree with societies stance 

encode - to put in 
decode - to take out and understand 


Image result for dior advertIn this advert we can see the encoded rise en scene and we can figure out the targeted audience, our first encoded message we perceive is the female model, she is the main focal point and is holding the advertising bag. We see the actress Marion Cotillard, audience members will see this famous, well known person and relate the handbag to her success and fame this will help the advert to sell the bag to people who seek recognition and fame. After her success we see the model in a very formal costume, her dress is very low cut and reveals a lot of cleavage and this relates to Laura Mulvey (1975)'s theory where she discuss' women being shown only for sex appeal, the dresses colour is black and once again this colour denotes wealth and affluence. Even little details of the model demonstrate the target audience of 25-50 year old females ABC1 for example, very manicured nails, her desirable curled hair and position where she seems wanted by male attention.
Another aspect that also attracts the target audience due to the encoded message is the location, the image was taken in Shanghai and we see it  from a sky high view, the fact that the models are on a building rooftop create the impression of a upperclass occasion that they were attending, the location allows the target audience to create an ideal self and the bag will allow you to attend similar occasions such as this if bought.

positive impact of DUNKRIK

The positive aspect of the media product Dunkirk is the historical accuracy and the informative aspect that is shown to the audience, it creates awareness on the historical events that won't have been thoroughly thought through for a lot of the audience, it gives us a realistic account of what happened at that time and place.
We see a big mix of both positive protagonist and antagonists, the positive characters give the audience an inspirational figure to look up to or to base an ideal slef/partner on

Negative aspects of Dunkirk would be that it portrays men in a very violent and controlling manner Representation of men (Earp & Katz, 1999), It demonstrates women only being there to aid men and not being equalRepresentation of women (Mulvey, 1975), It also has ideologies shown on racism as only English soldiers are evacuated from the life threatening situation leaving behind french soldiers who fought on the same side so therfore should be seen as equals.



Wednesday, 21 November 2018

Dunkirk LO6

DUNKIRK with LO6 theory


  • Representation of men
  • French soldiers being seen as less than equal 
  • desensitisation 

LO6 media effects summary so far


So far in LO6 we have looked at the effects of violent video games and media products used by younger and more influential kids and the desensitisation of younger generations, along with this we have learnt about folk devils and how the media is influential over society we saw how only certain opinions are being shown however this means media bias, e.g how Jeremy Kyle is a programme made to make fun of the white underclass.

Moral panic is a key term about panic caused to the audience due to the information given in mediation such as the newspapers.

Tuesday, 20 November 2018

LO6 theories

Moral panics - when mass media demonise groups, people or products believe they have become a threat to society values and interests its called moral panics (Stanley Cohen, 1972)

The group/products are called 'folk devils'

e.g in the US, media portray immigrants/foreigners in the country as a threat to society.
Other groups that are seen in this light are; teenagers, extremists, bad behaviours, black youth or 'hoodie culture', white underclass.

Representation becomes Re-presentation as the media presents groups in a different light.

Many media companies are owned by upper class white men, if only these peoples opinions are shown we don't see the full picture and this is called media bias.

Sensationalism - this is when a headline is exaggerated to pull target audiences in.


Representation Theory

All representations are mediated (Hall,1980)

Benefit street, White Dee












Not all stereotypes are negative (Perkins, 1979)

Representation of women (Mulvey, 1975)
Women being seen as sex objects

Representation of men (Earp & Katz, 1999)
men are shown as violent and controlling 

Representation of gay people (Butler, 1993)
homosexual people are shown as stereotypes e.g women are shown as butch and men are shown as camp

Alvarado (1987) , Hall (1995) - ethnicity is seen as 'exotic, dangerous, humorous, pitied'
someone who breaks this theory is Idris Eldra

Turton (2014) - hooligans, trouble causers are stereotypically known as black/asian boys

Lloyd (1995) - girls are seen in the negative or a 'double deviant'- trouble causers but shouldn't be because they are women e.g when women are murders they are seen as much worse than male murders.




Friday, 16 November 2018

3 case studies showing negative ideas/outcomes

1. Banned Cosmetic Advert

https://www.thedrum.com/news/2018/10/17/irresponsible-and-harmful-love-island-mya-breast-implant-ads-banned-asa

This advert was placed before the popular TV programme Love Island which attracts up to 3.6 million watchers every episode, due to this huge target audience with a demographic of  16-30 year old women. This advert shown above was aired in advert breaks in between the programme.
The advert shows females who show a lot of cleavage in revealing bikinis demonstrating their cosmetic surgery and thank the cosmetic company 'MYA' for their new 'confidence'. This advert caused a lot of controversy due to the impressionable target audience that watched this advert, over 1.5 million viewers were under the age of 25 and this caused a huge debate on whether or not the advert should be banned.
After the advert had aired, the ASA had received hundred of complaints from viewers and mental health charities arguing that the advert was damaging to young adults mental health, especially in the time slot that the advert was placed in and the target audience who were watching.
Due to the impression of the advert being that the cosmetic surgery made the lives of the models featuring so much better it created the impression that if anyone had smaller breast they couldn't be happy and that they had to aspire to have the cosmetic surgery.
Overall the advert was banned however it did reach millions of audience members before getting axed and in my opinion if a company thinks its acceptable to promote cosmetic surgery in such a dangerous way to impressionable audience members they should have their advertising licence revoked.

2. Is UK drill music accountable for Londons crime wave?

https://www.theguardian.com/music/2018/apr/09/uk-drill-music-london-wave-violent-crime

The new music being created and placed on websites such as Soundcloud or Youtube that is being made in popular parts of the UK such as London and Manchester are being called out for containing threats and even being accountable for the surge of crime that is being recorded in London, in the article linked above it accounts that drill music is being suspected to be driving the crime in urbanised locations.
Personally my opinion on the argument is that if the music is being created from a gang environment and contains threats and mentions specific names than the song should be pulled from websites as this is threatening behaviour and can be seen as an invitation for violence from other gangs however  on the other hand it is a genre of music and the one of the main points of music is it represents freedom of speech, this shows that there would be a massive controversy if all drill music is removed as you would be taking away the freedom of speech of composers so the argument is very equal and I remain to not have a certain conclusion on whether it should be banned or not.

3. Did Doom inspire the Columbine school massacre?



http://news.bbc.co.uk/1/hi/sci/tech/1295920.stm

In April 20th 1999, two boys named Dylan Klebold and Eric Harris shot 12 fellow students and 1 teacher, this event caused national panic and caused ideas about what caused these boys to avert to this diabolical action.
In 2001 the families of the shot students took legal procedure and sued a video game company that made the game 'doom'; a game widely conspiracised that it was used to plan the shooting.
In the game, players are made to roam empty corridors shooting space aliens with a variety of weapons, this game alone was thought to have given the two boys shooting practice and desensitised the two boys to what is fiction and real life.
The lawsuit brought by the parents was based on the fact that the game was too violent and changed the boys due to their addiction to the game, after further investigation into the shooting investigators found out that one of the boys had named their shot gun 'Arlene' after one of the characters in 'Doom' demonstrating the effect the game had over the boys.
My personal opinion on the argument is that the game created an eerily near identical circumstance to the school shooting with empty corridors and shooting singular vulnerable characters , I think the game designers should have been more aware of current affairs and more aware of what the game could change people to think and do. On the other-hand the game was played on a massive scale with 10-20 million players in the first 24 month of its relase and this is the only case of players taking the game to far and commit such a despicable action such as Klebold and Harris.

Thursday, 15 November 2018

Lo6: To investigate the potential impact of media products on the audience

https://www.bbc.co.uk/news/health-11570090
The main point of the article is addressing the social problem of violent video games being played by impressionable children making them more violent and aggressive.

The main premises of the article I agree with I don't think children under 18 should be engaging in violent actions as their very impressionable and in some cases we have seen children repeat the actions seen on video games due to them not realising the difference between fiction and reality.

However I do think that the author of this article has been particularly biased against video games due to stereotypically older generations who can't relate to digital natives and the social normalities that they face, this is comparable to older generations not being able to relate to the social media crisis faced at the moment by digital native teens.





LO6 : Be able to evaluate ethical, legal and regulatory issues.

a) PASSIVE AUDIENCE THEORY 


Hyperdermic syringe - implies that media has a negative impact, mass audience believe and see/hear (Adorno and Horkheimer)

In the 1940s/50s the mass media were perceived as an extreme influence towards audiences adapted behaviour,
This linked to rise of advertising and consumerism.

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 how marketing campaigns are successful, e.g Donald Trump and Adolph Hitler

In 1957 Vance Packard looked at relationships between advertising and media effects in his book 'hidden persuasions'
He believed that the media were conditioning people to want products and services with the rise of consumerism.

Violence in the media 

Craig Anderson (2007), that high exposure to fast paced video games can cause changes to the brain function when processing violent images, including dampening of emotional response to violence.

This is known as desensitisation 


However Chris Fergusson (2012) showed no long term link over 3 years.

If you are desensitised and you recreate violence you have seen thats called a copycat crime.


Gorger Gerbner and Larry Gross (1979) Cultivation theory 
This theory examines long term effects of television, 'The more time people spent watching tv the more they believed reality is what we see on tv'
In terms of violence they called this 'mean world syndrome'. The more people are told by the news and tv that the world is violent the more likely they are to believe it.



Uses and Gratification


Denis Mcquail : 1987, identified four categories under the broader heading 'uses and gratifications' that offer an insight into why audiences use and interact with certain media products.


  • Escapism 
People who use media products to get away from reality


  • Surveillance
People who use media products to find out information 

  • Personal relationships 
People who use media products as talking points 

  • Personal identity
People who use media products as a means of shaping their own subcultural identities (Dick Hebdige, 1979)



In Dunkirk:

Escapism: The strong action and violence seen creates a visceral pleasure creating escapism

Surveillance: The film serves as a way to show the scenario and give information about the events that happened at Dunkirk

Personal relationships: The film due to its controversial topics would act as a talking point for the audience between friends.

Personal identity: Their isn't a lot of personal identity in the film due to it being a period drama however it would maybe change the audience person identity in the way of making them reconsider how they view violence and the cost of lives due to the emotional scenes.

Tuesday, 13 November 2018

Mock Questions Jan 2018 LO4/LO5


Demographic data is data depicting which demographic uses a product most, in the data we can see age, gender, disposable income. For example in Fig.1 we see newspaper demographic data showing age and disposable income.



  1. The Daily Express has a target audience of ABC1 readers, this means that the audience has more disposable income and can buy the newspaper without worrying about the cost.
  2. The readers of The Daily Express are 35+, the age of the readers is conventional due to older generations having the habit of reading newspapers instead of finding the information online like younger digital natives 
The Daily Telegraph has many differences to The Guardian for example the Daily Telegraph has a much bigger readership e.g Daily Telegraph having 1183,000 and The Guardian 865,000.
Another difference between the two newspapers is the Daily Telegraph has a significantly older audience than The Guardian


Magazine/Newspaper research

The Daily Telegraph has a demographic of an ABC1 income and the majority of readers are over 35.
The Sun is targeted at a C2DE audience and their readers are predominantly 35 +.


The Daily Mirror is read by a C2DE  audience and their readers are predominantly 35 +.
















The Daily Star alike the Daily Mirror is read by a C2DE  audience and their readers are predominantly 35 +.


The Daily Record  is read by a C2DE  audience and their readers are predominantly 35 +.
















The Guardian has a demographic of an ABC1 income and the majority of readers are over 35.

The Daily Express has a demographic of an ABC1 income and the majority of readers are over 35.















The Times has a demographic of an ABC1 income and the majority of readers are over 35.

















The Daily Mail has a demographic of an ABC1 income and the majority of readers are over 35.

Tuesday, 6 November 2018

LO4/LO5 Data Analysis


Target audiences 

Data Analysis - organisations that analyse audience consumption,

Why audiences enjoy/consume/interact with products



  • The top publication read by women is The Sun however the magazine is branded more towards men due to it being read more by men,
  • The most popular magazine overall is Take A Break,
  • The most popular mens publication is The Sun due to it having the highest male reading records,
  • The least popular publication is The Guardian due to it having the lowest reading rating (1190 readers).
The Sun is the most popular national newspaper in the country, it attracts both genders, men are attracted due to its notorious page 3 which shows women not wearing lots of clothes, it also has a huge sport section this also being an attractive quality to men.
Image result for the sun magazineFor women they are attracted due to the gossip columns and fashion tips also included.

Magazines : Take a break, OK, Radio Times, Nuts, Auto Trader

Newspapers : The Sun, Daily Mail, The Guardian 

Nuts magazine is a soft porn magazine which was very popular in the early 2000's however because now there is free content that was covered in Nuts online it doesn't sell as well especially with feminism being a huge movement. These magazines are referred as Lads Mags

The Guardian is a very factual based newspaper and because of this its readers are plummeting because of its outdated content and the information can be found online for free, because its aimed at an ABC1 audience it doesn't appeal to C2DE and this makes the magazine lose a lot of readers.

Because of the internet creating the content for free The Guardian has scaled down to tabloid size to make them more portable and easier to read.



Tabloid - The Sun 

Broadsheet - The Times


Target Audience 

Another word for this is demographic,  
  • Gender
  • Age
  • Social Grade 
  • Occupation
  • Interests/hobbies
  • Location



Justify what type of products would be suitable to advertise in two of the print publications from Fig.1.
Publication: The Sun, 
Justification : A product that would be advertised in the Sun would be a budget holiday package, due to the high records of C2DE, a holiday plan would appeal to these audiences as a holiday can appeal to both genders and the saving


Social Grade 
Social grade is related to the NRS grade and explains the lifestyle and money that you earn, for example an ABC1 demographic would be able to spend their disposable income on luxuries and would have a high paying job such as university professors or doctors.


This is very important in media products as they can use this to advertise products that would be attractive to the target audience for example if its a C2DE audience you would maybe have adverts for takeaway company's such as JustEat.

University challenge = ABC1 

X factor = C2DE


PAMCo

The published Audience Measurement company ( Formally the NRS, online publishing and print media)

BARB

Broadcasters Audience Research Board 

RAJAR

Radio Audience Research Board 

MiDIA

Analysis of online music streaming, use of digital technologies, video and sports 


Time-shifting

Time-shifting is when a program is watched later than when it is first broadcasted, this is where the term bing watching relates also.



Time-shifting has become a huge thing due to people having more devices therefore being able to access the programme quicker and easier but also the large amount of servers e.g BBC Player, More 4, ITVhub, Netflix 




INFOGRAPHIC = A picture with information or statistic 



Its important for companies to have information about what shows people time shift as this can allow companies to make more content which appeals to people and make more of this content 


Print and Publishing terminology 


  • Circulation - how many copies purchased 
  • Readership - how many copies read
  • Audience Reach - how many people access/ read/ engage with a product 
















TV Industry Terminology 

  • Viewership - how many people watched a programme or broadcast 
  • DTV - digital television 
  • Video on Demand Service - catch up or streaming services  



Radio Industry Terminology 

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





LO3 & 6 genre theory revision

Genre Barry Keith Grant (1995) : All genres have sub-genres, and are devisable by generic elements. Patrick Phillips (1996) : Genre off...