Industry - Newspaper presentation

The feedback for the presentation suggested that we needed to include more on the general audience that reads newspapers and how different newspapers target them for example the fact that newspapers have now created an online presence to target younger viewers due to the decline in printed papers, however which is still read by more traditional older generations.

Media collage representation

Theorists

Theorists Relating To Audience

Cultivation Theory - George Gerbner

The idea that exposure to repeating ideas and representations over long periods of time can influence the way the audience views and perceives the world around them, which can lead to enforcing ideas of moral panic etc.
The idea that cultivation creates mainstream values (dominant ideologies).

Albert Bandura - Media Effects

• The idea that media can implant ideas in the mind of the audience indirectly.
• Idea audiences acquire attitudes, emotional responses and new styles of conduct through modelling.
• Idea that media representations of transgressive behaviour, such as violence for physical aggression, can lead audience members to imitate those forms of behaviour, e.g the violent behaviour portrayed in video games like call of duty. 

Stuart Hall - Reception Theory

Cultural theorist Stuart Hall developed a theory called Reception theory that suggests audiences have different reactions to media texts like films, documentaries, newspapers and even images. These two readings are...

Preferred Reading - How the creator intended the media to be viewed by the audience.
Oppositional Reading - Where the intended meaning is completely opposed by the reader, e.g. a piece of media that might be seen as sexist or racist etc.
Negotiated Reading - A compromise between the preferred and oppositional readings, the audience understands and agrees with the text, but disagrees with other areas and has their own views on it which opposes what the creator intended.

Different viewers all have different readings of media texts and Hall believed this was based on everyone's different experiences and beliefs, which helps shape our viewpoint on different topics.

Hypodermic Syringe Model

The hypodermic syringe approach to media effects believes that there is a direct correlation between violence and anti social behaviour portrayed in films, video games, on television and in rap music. The model suggests that children and teenagers are vulnerable to media content because they are still in the early stages of socialization and are therefore very impressionable and likely to imitate what they see in the media.

Theorists Relating To Language

Steve Neale - Genre Repetition And Difference

• "Genres are instances of repetition and difference"
• "Difference is absolutely essential to the economy of genre"

Steve Neale is saying that a film and it's genre are defined by two things:

• How much it conforms with a genre's stereotypes and conventions. He says that a film must conform to these conventions enough that it can still qualify and be identified as a film of that genre.
• How much a film undermines the genre's stereotypes and conventions.

Roland Barthes - Semiotics (Denotation & Connotation)

Audience - profiling

Club advert remake evaluation

Analysis of Gilette

Gilette Advert

In the Gillette advert the constant idea of success and achievement is repeated through the use of the slogan “the best a man can get” which gives the preferred reading to the audience that a man needs to have this particular product because it is the best compared to other substitutes. Furthermore, the narrative and plot of the advert which shows a man winning a football game, a man at an office job, and picking up a baby as well as bonding with his son is really versatile and therefore allows Gillette to appeal to a wider audience and different age groups of boys and men whilst also emphasizing the idea of success and winning.

The Gillette advert represents the 'all American guy' stereotype as he is able to hold a successful office job, have a great relationship with his son and is athletic by winning his football game, the oppositional reading to this advert is that the advert is very sexist towards men as they are expected to be good at sports, have a steady successful job, look after his family and be the typical 'breadwinner'.

the advert tries to appeal to all aspects of a male audience, but however does disregard homosexual and other members of the LGBT community that would use their product, and would respond to this advert by feeling as if they weren't masculine or a real 'man' as the advert suggests in the slogan. On the other hand the advert does appeal to younger athletic men who are into sports, men in office jobs and who are more conservative as well as men who have families and sons whom they can recommend the product to.

George Gerbners cultivation theory relates well to this advert as it shows how when ideas of masculinity are constantly repeated and seen by an audience it does influence how we view the world around us for example it creates stereotypes, much like the stereotype which is displayed in the advert of masculinity and real 'men'.
Furthermore Stuart Halls reception theory also ties in really well with this advert as a oppositional or preferred reading can be drawn after watching it, as the preferred shows how Gillette is the best and is used by all successful men and that is why the male man in the audience needs this product. Although the oppositional reading shows how the advert dismisses men of different sexualities and identities in society today as they suggest that they are not real 'men' and worthy of the product as they don't fit into any of these typical masculine stereotypes.

 

Dr Cages task in 3 forms

Ethnicity is commonly stereotyped in the media, for example people of an Asian descent are commonly stereotyped in films as misfits who are incredibly smart, compared to the all American popular girl who is white, blonde haired and blue eyed.

This advert for pop chips is very racist and stereotypical of Indian people, as it suggests that all Indian's typically wear the traditional sari, have a long haircut, moustache and wear elaborate jewellery and  also like Bombay spiced foods e.g. curry. Furthermore the use of the word 'Bombay' is very racist because they have used an image of a stereotypical Indian man and then nicknamed / ridiculed him and the rest of his culture that he is representing.

The magazine cover for vogue featuring Lebron James, also uses the old fashioned stereotype that black people are animalistic brutes, or monkeys as the cover resembles a piece of  hate propaganda that was against immigration and anti black. The way that vogue got Lebron James to pose in the cover resembles the gorilla in the propaganda, which portrays aggressive, barbaric behaviour which emphasizes the racist idea of black people being monkeys due to their origin.

The music video for Avril Lavignes song 'hello kitty' also presents stereotypes of Chinese women and their culture, as in one scene in the music video as shown above she uses Chinese backing dancers who all have the same outfits, makeup and hairstyles suggesting the stereotype that all Chinese people look the same. Furthermore the music video also stereotypes Chinese culture due to the hello kitty reference which portrays the style of 'kawaii' suggesting all Chinese women dress and behave in a young, doll like way.

This advert is a piece of counter typical media that plays on the idea that all Asian people are smart and genius's as it shows a young child holding his test results showing he was awarded with an 'F', which defies the common racial stereotype and shows everyone is the same and everyone gets bad grades, no matter what your ethnicity.