Alfie's Media

Case studies: I, Daniel Blake and Straight Outta Compton Underline How have digital technologies affected the ways in which films are produced and distributed ? (8 or 12 marks) 2 minutes per mark Knee-Jerk Social media, interactivity, generalised audience, Distribution refers to the ways in which media products and shared and given out to their intended target audiences. Distribution is absolutely vital to the financial success of the film industry, and this is made increasingly more so by advances in digital technology. Plan Success= financial success Specialised industry social media Conglomeration Genre theory: Steve Neale audience stereotype power in media industries: Curran and Seaton Viral marketing: Clay Shirky Regulation: Livingstone and Lunt Legendary (producer) Universal (Distibution) Vertical, horizontal and multimedia integration (Hesmondhalgh) Convergence and synergy BBFC Stars and Celebrities (genre) Stereotype Ken Loach Social realist I

Kiss of The Vampire will not come up in Component two section B. Additionally, only AUDIENCE style questions, not INDUSTRY questions will come up if advertising appears in component two section B Tide and Wateraid. Underline How do the adverts you have studied appeal to a range of specialised and generalised audiences ? (12 Marks) 2 paragraphs Knee-jerk Plan Introduction: Keep it really short or not at all: Paragraphs Intro: Primarily the adverts I have studied target generalised audiences, though there are some concessions to more niche audiences. Plan: women, romance, red, mise-en-scene, Z-line reading, exclamatory language, Sociohistorical context, Representation of women, Ideology, Binary Opposition, Stuart Hall: reception theory: Preferred, Negotiated, oppositional, Cultivation theory, stereotype, lighting, 1950s, Narrative (Todorov), hyperdermic needle theory Albert Banduras, feminism as a selling point, Gauntlet Pick and Mix. Paragraph: Wateraid: The mise-

In what ways do these adverts create meaning ? Make reference to intertextuality, viewpoints, ideologies. The water aid advert The water aid advert is subversive to stereotypical charity adverts as it presents the audience the effect their donations will have rather the present struggle they feature.  Anti-smoking Advert NHS The NHS advert uses the conventions of the horror film in order to allow the audience to visualise the damage in their own bodies, while the WaterAid advert raises awareness through using hopeful conventions and a subversively positive outlook. Stuart Hall Representation Extreme close up give harsh details like the mutation of the cancer on a cigarette.  Binary Opoositions of the hopeful charity advert and the depressing and horrific anti-smoking advert Diegetic radio sound Semiotic codes Cultivation theory Montage Tracking shot Colour grading Genre Stereotypes Representations  of African people Reception theory DAC

How far can aspects of identity be seen to affect the way in which audiences use online media? Discuss, with reference to Zoella and Attitude. [30]  Identity is essential for media products, due to it constructing a reputation and target audience for the company selling. Zoe Sugg is a social media icon who gained popularity from youtube videos she begun creating in 2009, she has since then grown her brand 'Zoella' into selling merchandise and more to her target audience of typically Teenage Girl. Zoella's youtube channel and website features multiple forms of interactivity such as hyperlinks to her social media or the comment section in her blog posts and youtube videos. Attitude, A gay British lifestyle magazine, enables interactivity in almost the exact same way, except it targets a Gay Male audience between 20 to 30 years of age. The new form of online media has enabled identities to not only be constructed by the media product being presented, but also by how audie

The only reason media products are constructed is to make money. Stream: Horizontally Integrated Wink Magazine: bought by Stream, Netherlands magazine, in order to minimise competition. Other related areas of attitude: Attitude online. multimedia integration 20-30 Gay Male, Middle Class (Professionals), high disposable income due to not having children/marriage, early adopters spend their money on technology (stereotyping). The audience is being sold to the advertisers. Pink pound: Describes the purchasing of the gay community. Cultural Capitalism: Valuing something other than money. Listening to opera music, collecting fine art etc. Generally accepting that they are 'better'. The audience of Attitude can use the magazine or the online articles to reflect their identity with the use of David Gauntlett's Pick and Mix theory. For example the articles use a stereotypical gay fashion to anchor the reader and construct their identity by readin

Who publishes  Attitude? Stream Publishing Limited What other products does the publisher publish? Are they a major or independent publisher?  Major Stream Publishing Limited acquired Attitude Magazine in 2016 "The website will compliment Attitude's print and tablet products. 11,000 digital copies are sold per month, the physical copies aren't specified. Convergence and Synergy  "Gay Bible"- Sun newspaper Print Circulation 50,000 Digital circulation 12,207 Online Users 1.8 million Page views 3.6 million 120k Twitter followers 550k Facebook likes 2 million Youtube views 42k newsletter subscribers The purpose of a press pack is to sell to investors. They are selling audiences. Gay male audiences typically between 20 to 30 years old. They have disposable income. "pink pound" Implying gay people have spending money due to not having responsibilities like kids or marriage.

How far can aspects of identity be seen to affect the way in which audiences use online media? Discuss, with reference to Zoella and Attitude. [30] 58 minutes The extent to which an audience member's own experiences of prejudice or discrimination may affect the way in which they use articles on Attitude's website. The extent to which body image may affect the way in which audiences uses articles in the 'active' section of attitude's website. The extent to which self-esteem and self image may affect the way in which audiences use blog posts such as 'Just say yes' or 'panic attacks' in which Zoella discusses her experiences of anxiety and panic attacks. The extent of wealth and how the audience reacts to the expectation in possessing money to follow 'Zoella's Hauls'. Theories of identity- David Gauntlett End of audience theory- Clay Shirky Reception theory- Stuart Hall Fandom theory- Henry Jenkins 7 - Theories of identit

The costume the model is wearing connotes masculinity  Makeup connotes femininity binary opposition The moustache is intertextuality to the 70s/80s style of homosexuality for example Freddie Mercury Mise-en-scene of pink Easily identified as male but his feminine style contradicts this anchorage provided by sell lines and colour choices San serif font for masculinity represents the plain and bold stereotype of the culture. A shared relatable experience for the target audience of homosexuals. Breaking the fourth wall by looking into the camera This direct mode of address makes it highly confront-able Androgynous: partly male and partly female in appearance. "What many understand as masculinity is too often a regressive by-product of this desire to dominate".-Cliff Joannou Editor in chief of Attitude There is an assumption of heteronormativity . We can argue that attitude is sexist and hyper sexualised. The articles particularly in the boy

Attitude online's primary purpose is to promote the magazine. It has a dedicated readership which may be influenced by the online version of the magazine. Camp - A deliberately tongue in cheek attitude to the world which reinforces a lot of gay stereotypes. Drag shows are very camp to appeal to a gay audience Diva is a gay magazine that is also aimed at women but it is less popular than Attitude. Attitude online is a hyper-sexualised representation of men - most images of these men are topless and often in provocative poses which is surprising in accordance to societal hegemonic norms. An article is critical of lack of representation of different body types which isn't reinforced very well by the singular muscular representation of men which suggests that these images are only being used to make money as they know it plays on the potential desires of homosexual men. Articles are generally focused on grooming, fashion, celebrities and their appearance which suggests that gay m

Attitude Middle Aged Asian-American Director The mise-en-scene of the Attitude article appeals to a gay target audience with a mid shot main image of Gregg Araki. Image anchorage with text mentioning 'filmmaker' and image of him surrounded by film equipment. They chose a picture of him working to create a normalised environment for gay people. Formal mode of address, goes with the conventions of a normal article, san-serif font. Formal language, the website mentions that he is talking about sexual fluidity and the LGBTQ  representations before even mentioning his new show. There are assumptions the audience have knowledge of gay culture.  The language has a gay lexis.  Monochromatic: Adult audience. Related stories: hyper modality also shown in the sharing buttons.  "New queer cinema"- a reappropriation of derogatory term, 'queer' in to something acceptable. The article features the LGBTQ flag in the main

AI: works through algorithms. We don't know how artificial intelligence works. But it works. Youtube would specifically promote conspiracy theory videos that would effect mental issues some people have such as schizophrenia. Youtube's algorithms cannot detect unethical content it just uses keywords from titles. Essentially a robot targeting children to get as many clicks as possible. Duty of care. "The Science and Technology Committee has concluded that social media companies must be subject to a legal duty of care to help protect young people’s health and wellbeing when accessing their sites." "Figures produced by Ofcom indicate that 70% of 12–15-year olds have a profile on a social media, while the OECD reports that 94.8% of 15-year olds in the UK used social media sites before or after school." the majority of people under 18 have unrestricted access to the internet and the regulations of websites are very open and unsafe. Parents find it extrem