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...