Digital Media Unit 1

  Encoding/Decoding Model- Stuart hall 1980 Audiences have different readings based on their own upbringing, cultures and political standpoints. There are three 'positions' my audience might take: Preferred reading- an audience generally accepts the dominant viewpoint of the story (dominant ideology- values and beliefs). we know the products are mediated - careful selection to encourage an audience to think a certain thing.  Negotiated reading - when the ideology of producer's message is agreed with in general, although the message is negotiated or picked apart by the audience and they may disagree with certain aspects. Oppositional reading - where the producer's message is understood, but the audience disagrees with the ideological perspective in every respect.  FHN: preferred reading- Ideal representation to what women should look like, in the position of a heterosexual man- what ideal features they want in a partne...

An example of a media theory that links with negative media effects is the cultivation theory and the negative effect of being desensitised. Desensitisation is  becoming used to graphic/violent images owing to saturation in the media. Moral Panic is  an instance of public/mass concern or 'panic' in response to a media product that is regarded as threatening to certain groups or debasing agreed moral standards. The uses and  gratification theory is  that people use the media for their own purposes and they are able to understand the differences between fantasy and reality. Escapism  Film and TV Netflix Once upon a time  Glee Surveillance  News  Social media BBC news  Youtube Instagram Building personal relationships Social media Instagram- send messages Snapchat  Twitter Building personal identity Social media Films Magazines Instagram - Little mix Style magazines  Celebrities social media accounts

Opposite of passive audience theory  Uses and Gratifications Theory- Denis McQuail- 1972- that people use the media for their own purposes and they are able to understand the differences between fantasy and reality. Escapism  Film and TV Netflix Once upon a time  Glee Surveillance  News  Social media BBC news  Youtube Instagram Building personal relationships Social media Instagram Snapchat  Twitter Building personal identity Social media Films Magazines Instagram  Style magazines  Celebrities social media accounts

Discuss the relevance of the concepts of moral panic based on digital media products you have studied. Use contemporary examples and theoretical ideas to support your answer. Planning Structure Intro For Argument Against Argument Conclusion Theoretical Ideas Moral Panic Theory - Stanley Cohen an instance of public/mass concern or 'panic' in response to a media product that is regarded as threatening to certain groups or debasing agreed moral standards. when the media demonises groups, people or products that they believe are a threat  or that may become a threat to society, values and interests it is called 'Moral panic'. the groups or products are referred to as 'folk devils'. Craig Anderson 2007 - said that high exposure to fast paced violent video games can lead to change in brain function.   Ferguson 2012-2020- no long term link over three years and games are important for socialisation.  For Argument     https://abcnews.go.com/US...

Cultivation theory- by repetitive viewing of violent images the audience may become immune towards negative and/or violent representations, as per ideas about desensitisation (becoming used to graphic/violent images owing to saturation in the media) 3 Examples of films that were R / 18 rated in the 1970s and are now 15 or PG Halloween It! The Wicker Man Desensitisation For & Against Against -  https://pepperdine-graphic.com/opinion-selflessness-and-empathy-must-overpower-desensitization-to-bad-news/  -  Peoples empathy and selflessness should overpower. Against - Ferguson 2012-2020- no long term link over three years and games are important for socialisation.    For - Craig Anderson 2007 - said that high exposure to fast paced violent video games can lead to change in brain function.     For - Boy violently murdered mother after not being allowed to play a violent game.- http://news.bbc.co.uk/1/hi/world/americas/7826663.stm...

Below the Line: Social Media, PR ( such as makeup),  Sponsorships, Above the Line: Trailers, Bus Wrapping, Billboards, Merchandise e.g Toys 

  Genre - conventions and how genres are used by media institutions  Narrative - how stories are structured  Representation - mediation (re-presentation) of age, sexuality, gender, class, ethnicity, class, regional identity, and understanding of stereotypes  Genre Theory 1 - Repetition + Difference: Steve Neale 1980  Genre Theory 2 - Generic Pleasures: Rick Altman 1999 Genre Theory 3 - Industry uses genres commercially: Jason Mittell 1999 Genre Theory 4 - Constant negotiation and change: David Buckingham 1993  Narrative Theory 1 - Binary Opposition:   Claude-Levi Strauss 1958 Narrative Theory 2 - Cause and Effect: Pam Cook 1985 Narrative Theory 3 - Conventional structure: Tzvetan Todorov 1977 Narrative Theory 4 - Narrative Codes: Roland Barthes 1977  Representation Theory 1 - Male Gaze: Laura Mulvey 1975  Representation Theory 2 - Racial representation: Manuel Alvarado 1987 Representation Theory 3 - Preferred meaning: Stuart Hall 1997  R...

Q1A:   The information about the target audience of media products (1) such as age, gender, ethnicity (1).  QB(i): The majority of Daily Express readers are not young people (1) because the content is not very celebrity orientated (1). Interpretation then explanation  The Daily Express have a high readership of ABC1 grades than C2DE (1) because the content has a lot of politics which educated people enjoy (1). QB(ii): The Daily Telegraph has a higher ABC1 readership than the Guardian. (1)  More young people, 15-35, read the Guardian than the Daily Telegraph. (1)  Q1C: Circulation is the number of copies sold if the newspaper is free (1) whereas the readership is the total amount of people reading each copy of the newspaper. (1)  Q2A: More people access the print products online (1) because a portable device is easier to carry. (1) Q2B: More money to own a mobile (1) having a portable device is easier (1) The Sun has an older audience (1) they wouldn't under...

I think that the term media effects means how audiences may be influenced by media products. I think that the term regulations means the set of rules the must be followed by media companies. - governed by law LO6 Media effects- refers to the influence of media exposure on people and these effects can be positive or negative. Media regulation- rules enforced by law across a variety of media platforms to protect audience and manage the rights of media content.   Passive Audience Theory-  1947 - Adorno + Horkheimer - Hypodermic syringe- implies that the media has a negative impact. Mass audiences believe everything that they see as part of the 'culture industry'. 1940s-50s - the mass media was perceived as and extreme influence towards audiences adapt behaviour. 1957 - Vance Packard- wrote a book called 'Hidden Persuaders' about the impact of advertising during the era of the rise of American Consumerism.  Types of products which watchdog groups believe cause harm/have ...

Digital media Product: Frozen 2     1. How can/could audiences access the product. TV Tablet Laptop Smartphone     2. How could they consume the product. Cinema DVD Disney + Platforms that allow Disney streaming     3. How has Technological convergence had an impact on the advertising. It has assisted advertising because it has allowed the advertisements reach a wider range of audiences through things such as YouTube ads, the soundtrack on music streaming services and social media advertisements whether that is pop up ads or posts from the cast about the release date.     4.Two traditional methods and two digital methods of advertising.  Movie posters and Billboards TV adverts and Social media advertisements     5. Two above the line and two below the line advertisements. Billboard, Bus Banners Social media, Leaflets Explain  two  reasons why, when launching a new product, media producers use ...

C ommercial means that the objective is to make a profit. PSB stands for Public service Broadcasting. The PSB remit is when a Channel is funded by a licence fee and doesn't sell advertising time. Its main aim is to inform, educate and entertain to benefit the public. Below the line advertising is when you advertise an individual or small group. Above the line advertising is where a product is promoted to a wide target audience.

Intelligent Auto- Green A button on camera SCN- Special scene  Aperture (lens opening) Shutter Speed (exposure time) ISO (light sensitivity) SD Card 9. ISO Speed 100 200 400 800 1600 1600 Aperture Shutter speed with manual settings

Test paper: 38-40%- Pass 58-60%- Merit 78-80%- Distinction 90%+- Distinction* R- Referral (fail)