Class notes

Topic 1: Analogue vs digital

Topic 2: sectors, platforms and devices

Analogue: Devices that record devices from one point to another such as tape records by scanning physical data

Digital: Devices which perform calculations using ones and zeros as it's the binary system recorded in the code of manner in different combinations

Media sector: In the media industry we have 5 main sectors
moving image(film and TV) , Audio (radio podcasts etc) Publishing, (magazines and books)
Websites, gaming.

Product: The media that is produced

Platform: where you access the products (Netflix)

Device: Is the thing that we use to watch the product

Moving Image    Audio               Publishing    Websites       Gaming
Black Panther     BBC 1 Radio    Harry Potter  Youtube       FIFA 19
Power                Talk sport         Tom Gates     Google         Fortnite




Synergy- Working together to make your products better

Lesson Objective - To understand synergy in media

Often, digital media sectors don't exist independently. They often overlap and are connected. This is referred to as synergy.

Moving Image: Marvel, Spiderman, Harry Potter and Fifa
Games: Fifa, Marvel, Harry Potter the game, angry birds
Websites: Marvel, Spiderman, Fifa, Harry Potter
Publishing: Spiderman, Marvel, Harry Potter

Why are there such high levels of overlap in the digital media industry?
There are high levels of overlap to help expand there target market and help everyone make lots of money.


Technological Convergence
Media technological convergence is the tendency that as technology changes, different technological systems sometimes evolve toward performing similar tasks. For example: a mobile phone can now more than just calling and texting, it has a number of other functions reducing the need for many devices.

Key terms
Immediacy
Access
Connivence
Connectivity
Interactivity
Personalisation

Some advantages of this convergence is that you can get Immediacy. This means from your device you will be able to get things straight away. Another advantage is connectivity, you can be connected with other people in the world, However this can also be a disadvantage because you are constantly connected to someone even at nighttime when you prefer not to be disturbed as you could be sleeping or watching a film. Another disadvantage is connivence. This is bad because you are always convent with someone meaning that you are too convenient.

It's important in media to have connotations and denotations because there are more things than what you are actually viewing. A denotation is what we actually see when we are viewing the media. A connotation is the things we associate with image for example, a movie poster can have negative and positive connotations.

Mise-En-Scene
everything that you see in a movie- for example costumes, hair facial expressions and makeup.
In media, everything is connected for a movie,every shot style,every front choice, every colour has been chosen for a particular event.

Use of colour black and white
Use of movement
Framing and Angles

Composition
Lighting
Editing
Sound

the picture shows that it is a horror genre the person blurred up inside of the picture shows a sense of mystery.

Mise-en-scene is used to create meaning for audience as there are different kinds of costumes and how the image has someone who is blurred up to describe the design aspect of a theatre or film production, which means telling the story-both in visually artful ways through storyboarding, , stage design. Mise-en-Scene is also used to create meaning because it helps to create suspense and it also helps to reveal emotions. The costumes plays a large part in muse-en-scene is it can be instant to us all character's personality, social status and job. It helps to tell us immediately whether the film is set in the present and what society/culture it will centre around. The facial expressions used for miss-en scene is a clear indicator of how someone is feeling inside of the film, small changes to someones face can send out different signals.



Camera Angles in Media

Music Video Beat It
In this music video there are many different camera shots. Where Michael Jackson is singing beat it there is a close up shot of him. This shot connotes importance. After this, there is an extra close up for when Michael Jackson is about to stop  the gangs from fighting each other. Then, when the gangs are about to fight each other  there is a high angle shot of the two gangs, this then shows that they are all very sound that intimidating.

Venom
In this movie trailer, right at the start there is a long shot of a construction site where the reporter Eddie is reporting from where Venom's body was created. After this,  there is a high angle of a bridge where the cars are, this high angle shows how intimidating this bridge looks. Then there is an over the shoulder shot of the person who created venom as he needs someone to be Venom. After this there is a close up shot of where Venom has one of the shop keepers captive and explains who he is.

News Broadcast
In this news broadcast, there are many different camera shots. There is a high angle, close up shot and a long shot. All of these camera shots create different meanings. A close up shot creates a meaning of importance, high angle shot helps you focus on what you are looking at and a long shot helps you see what you are looking at from a far place


Sound
Ambient sound - the sounds of everything going on when someones is speaking
Synchronised sound - creates better quality sounds
Voice Over Sound- Sound that is dubbed onto any picture sequences. Documentaries and advertisements often use a lot of voice-over.
Sound effects - Usually added to the soundtrack at the dubbing stage. Sound effects can be sub-divided into two types
Sounds to match actions of events on the screen (for example a door slamming, or glass breaking)
Sounds that are about a scene (for example the sound of birds signing might accompany a scene in the countryside)
Music is the final sound added to film/television shows n list-production.
Music is used to make the audience feel certain emotions as they watch the action on screen.
In high-budget film o television productions, specially for composed music will be commissioned for the soundtrack.

Diegetic Sound
Sound that is visible on the screen or whose source is implied to be present by the action of the film:
Voices if characters
Sounds made by objects in the story
music represented as coming from instruments in the story space= source music)
Non-Diegetic sound
Sound whose source is neither visible on the screen or has been implied to the present in the action:
Narrator's speaking
Mood music
Sound effect which is added for dramatic effect

Lightning
Realistic Lighting-Used so that actors and sets are lit so naturally that the audience do not notice the technology that
 has been used to stimulate reality. It's often used in romantic comedies and soap operas.

Expressive Lighting - When the director uses light to set a mood or tone for a scene - or even a look to a whole film. Films like Sin city and The Dark Knight use this type of lighting.

High-key lighting - makes the shot look very bright overall with small areas of shadow. A bright, sunlit outdoor scene is high key
Low-Key lighting- makes the shoot look dark overall with few areas of highlight. There may be one section of the shot which is brightly lit while the rest is in deep shadow. Night shots or interiors are often low-key.

All of the Lights Kanye West

In this video many different lightings are used. For example, High-key lighting are used in the video when Kanye West is rapping. This then sets an atmosphere for the audience as many different coloured lights are used which makes the music video very bright. Another lighting used in this music video is Realistic as the music video looks very realistic which then creates a meaning for the audience that the music video is realistic. Also, expressive lighting is used which then sets a mood for the audience as lots of lights are used. The realistic lighting creates effect for the audience as it makes the music video very realistic which is good for the audience to view. The high-key lighting creates effect for the audience because as it makes the music video look very bright with some areas of shadow inside of the music video.


How do the stylistic codes create meaning for the audience?
An example of one of the stylistic codes inside of this picture is the text. The text in this image is bold to get attention as it's implying what we don't see is still there, this then shows how you can get  attention and how it helps to create meaning. Another way in which the text creates meaning because of the colour white. The white colour connotes innocence, purity and light. It is considered to be the colour of perfection. Originally the colour white means safety but in this image it wouldn't really connote anything safe.


Another stylistic code used is lighting. The lighting in this photo is very bad which creates a meaning for the audience that something bad is going to happen according to the audience. The spotlight in this photo is that there is a spotlight on people to highlight they are there.  The dark in this image is that it connotes how it's at nightime and that it is very cold inside. It is cold as the weather shows that that maybe the picture is taken in the winter. The dark also connotes how the place shows a bad vibe.


MOCK TEST 1 RESULTS
24/50
Corrections
2. Give two examples of digital media devices
   Phone, Tablet
4. Definition of cross-media synergy
   when 2 or more sectors work together to create a product. For example Harry Potter
5. Name 5 digital media Platforms
 Netflix, Youtube, BBC I Player, PS Store, Xbox Live
7. which of the following would be considered Digital Media devices
  MP4 Players and Game consoles
8.
9. radio broadcast is a platform
11. High-key lighting makes the shot looks very bright.
12. Non-digetic sound is the source of the sound cannot be seen.
     Diegetic sound is the sound that is visible through a source. An example of this is explosions
14. Ambient sound is sound that sets a mood or an atmosphere. Example birds
16. high-key lighting is used

Narrative - a word for describing the storyline of the film
Most mainstream films follow a very straightforward, linear structure - beginning, middle, end
Linear- Beginning-middle-end ( King Kong)
Non-linear- Flashbacks etc (Back to the future)
Multi-strand - Several narratives running at the same time (Love actually)
Open- cliff hanger, story does not resolve (Avengers Infinity War)
Closed - story ends satisfactory (Venom)
Point of View - first person (through the eyes of a character), second person (documentary), third person (outside the story- relating experiences)

TODOROV'S THEORY
1. Equilibrium - Setting is established, key characters are introduced and the storyline is set up
2. Disruption - Oppositional characters appear and the story takes a particular direction
3. Recognition - The lives of characters and events are interwoven, tension builds throughout this section, which is often the longest
4. Attempt to repair - The highest point of tension after which there is a dynamic change
5. Reinstatement of equilibrium - Matters are sorted out, problems are solved and question

Against Stereotypes
An example of this would be a television show called The Big Bang Theory. This goes against some stereotypes because some of the men are not lazy they actually work very hard on science and making lots of theories up. Leonard and Penny are both examples of going against stereotypes because at the start of the relationship Penny is the Hot Blondie and Leonard is the needy scientist, then overtime they go out on a date and start being boyfriend and girlfriend, then they get married and after this Penny starts to get smarter than Leonard and earns more money than Leonard as well.

Stages of Production
Pre-Production - drawing the character
Production -
Post-production - moving image - editing

Distribution - moving image - cinema gaming - Play Store Exhibition - audience plays the game
Exhibition - watching the film, viewing the game viewing the website viewing the edits


games -
production - coding Pre-production - drawing the character Playing the game
audio-
microphone send the audio for a review listening to music

publishing - poster drawing Printing viewing the poster
websites - pre production (link) video

The different issues for the film city college is for example stereotypes. Some people go against stereotypes and others  stereotypes that they have never done before. For example in the television show Big Bang Theory some of the characters go against there stereotypes. Stereotypes could be an issue in this show because it's about a diverse local group people who are at college.

Another example is the representation of gender. Men are represented as dominant men towards the woman but very lazy as they don't really help out at the house they live in as all of them just literally sleep all of the time. Women are represented sexually objectified or a weaker characters and it makes them all stand out.  This good because then they are all same and represented as the same.

A third example of a representation issue is Ethnicity. This is an issue because the producer has to make a design on what everyone background is going to be like in the college and for all of the characters. Also, ethnicity refers to religion, culture, heritage.

Media Consumption and Types of Audience
Indidvual  Consumption - when users engage with a digital media product in their own for solo engagement for example listening to music

Group consumption - when users engage with a digital media product with other people for collective enjoyment for example playing games with each other.

Passive Consumption - accepts what we are given/told
Active Consumption - we have a choice. We are able to choose to consume media text to fulfil our own needs

Hypodermic Needle Model 
This was one of the first media theories used as an attempt to explain how audiences consume media. It suggests that the audience, passively (without realisation) receives information via media text and that they not challenge or process the information.

Uses and Gratification Model
The uses and Gratification theory states that we are active consumers of media and that are four main reasons we choose to consume any given media product:

Needs for social Interaction
Needs for entertainment
Need for Identity 
Need for Education/Information

Key terms
Passive viewing - When an audience/viewer/consumer does not interact physic ally with the product or the product or its content, does not generate content or influence the product.

Active viewing-When an audience/viewer/consumer physically interacts with the product, to become part of the production. the audience has an element of control over how they interact with the product.

Interactivity and Personalisation

Interactivity is when digital media that help the audience participate and interacts with each other.

 

Personalisation is to adjust content for a single person than can be then used to help make the user experience better.

5 main regulatory bodies

1.     THE BBFC- British Board Film Classification 
     Identify the content and good films aged rating
d
     PEGI - Pan European Game Information
t            tests the game and gives the game an age rating
         
      IPSO - Independent Press Standard Organisation - for newspaper and magazines, deals with complaint and maintain  industry standards.
   
     ASA - Advertising Standards authority - deals with complaints, checks for misleading harmful or offensive adverts
   
     OFCOM - Government approved regulator for broadcasting, telecommunication and postal services. Deal with complaints about TV, radio, Phone,Internet companies etc
v
      8 mark Question
     Discuss the advantages and disadvantages of having regulatory bodies in the media industry
s 
      Some of the advantages of having regulatory bodies in the media industry is that it can help identify the content. This is used in BBFC. BBFC means the British board Film Classification and inside this regulatory body it has a age rating for the films and helps identify the content that is being shown. This then shows if the film is appreciate for people to view as they follow and set principles for people to follow. BBFC also achieves and some objectives including a high quality service to many customers. This can then be very good for the media industry as it helps review the media before putting it towards the public. 

     Another advantage of having regulatory bodies is Pan European Game Information, this is good because it tests the game which is good in case the game needs to have some improvements in order to make the game better for everyone to play. PEGI does the same exact thing as the BBFC just for games. An additional advantage of regulatory bodies in the media industry is that they help keep control of all the things around them that can damage them or harm them. This is good for the media industry as they are able to protect everything inside the media industry.

      However, there are some disadvantages of having regulatory bodies in the media industry is that it cannot commit illegal actions as some people sneak in a 18 rated film when it is a 15 rated film. This is peer pressure and also cause people to have a cot due to the crime such as a fine.  This is then bad for the media industry as if illegal people are selling products that are illegal then the outcome will be very bad. 

 i  

Audience Research
Key terms
Audience Statistics- when facts and figures are collected on things like circulation, whether 'hits' box office figures, ratings, sales.

Primary research- research that is conducted first hand (questionnaire,focus groups, interviews)

Secondary research - 'second hand' research conducted by using existing primary research information (books, magazines, Internet)

advantages  to conducting primary research
More reliable
Can develop an audience profile
tailored to the needs of the researcher

Qualitative research - measuring individual opinions attitudes, behaviour and the psychology behind the choices people make

Quantitative research - to measure responses in quantifiable terms (how much,how many) using numerical data

Reception Theory

how we as an audience define messages that are said from the media texts (game, movie cover)

Dominant or preferred reading - decoding the message in the way the producer intends to view it

The audience then listen to the messages and ideology that the producer has behind the text. The audience will view the text in the way the producer wanted them to. Overall, this is a positive thing for the producer of the text as it means their advertisements that have been successful as to get across of the messages and the values the producer wanted. For example a handbag that looks very interesting towards the female reader which makes her want to buy it.

Negotiated reading - Decoding the message but putting your own view on it. This is a compromise between the dominant reading and the oppositional reading of the text. The audience accepts the views of the producer but also has their own input and understanding of the text. They do not not agree or disagree, they can however see a point being made in relation to the reading while also making their own judgement. For example if they see a handbag being advertised and they think it looks nice but could not justify spending the amount of money it would cost.

How an audience would have a negotiated reading

The audience may the have the same life experiences

May not have understand the narrative so cannot relate to it in a meaningful way 

Age may vary the reading and understanding 

Do not understand all of the messages making it unclear what the dominant reading is supposed to be 

Oppositional reading - you are going completely against the producers intentions and not opening and understanding the codes. The audience rejects the producers preferred reading and creates their own reading of the text, usually this is the opposite of what the producer intended. The reader rejects the meaning completely as they do not agree with the message that is being presented to the audience. Overall, this is a bad response to get an advert as it will then mean the people who will view it will not want to buy the product and do not agree with the producers ideologies and messages.  For example, an advertisement for a handbag is rejected completely as the reader believes the advert is stereotyping woman and categorising them on their appearance.   

Revision
Technological Convergence
Media technological convergence is the tendency that as technology changes different technological systems sometimes evolve towards similar performing tasks.
For example a mobile phone can now do more than just call and text as it has number of other functions reducing the need for a lot of devices.

Advantages of this is then helps save money for many people who have been buying multiple gadgets

Disadvantages of this is that it is once for the certain device for example if a mobile phone breaks or the system of the phone crashes then you cannot access anything. 

8 Mark Question







How does the producer uses stylistic codes to create meaning for the audience in the advert
- Lightning
- Colours
- Text
- Background

The producer uses stylistic codes to create meaning by using many different colours. For example in the advert the producer has used the colour black. The colour black symbolises power for the company. The colour black is required for all of the other colours to have some depth towards it. The colour black is associated with strength and authority. Also there are more colours used in the poster for example blue and white is used inside of this poster is blue with the sky this goes really well with the slogan as part of it says stop dreaming and the advert has a sky inside of it which suggests that the person is still dreaming. The colour blue is often to do with sea as it is associated with depth and stability, it symbolises wisdom, confidence, faith, truth and heaven. All of the colours in the poster create different meanings for the audience. The clouds inside of the poster symbolises your thoughts as you are imagining many things from the dreams that you currently have.

In terms of the text is that it is very bold which then implies that the slogan is very important as its something that has come out of a motivational speech. It also make it more noticeable towards the audience. This then creates meaning for the audience as it can be targeted at obese people who dreaming of wanting to lose weight but need to actually start working towards it as if you want to do something you have to work hard in order to get to do what you would like to do instead of dreaming about it all the time. For the denotation of this image is that I actually see clouds and a bold text over the clouds as this what I am actually been able to see.  The text stands out as it looks very original for the viewers to see. However, I am able to interpret a connotation as from the slogan that this advert can connote that people who need to stop sitting down and dreaming about being fit and should actually start putting there dreams to real life. The target audience is for anyone who wants to lose weight.

Another stylistic code that is used is lightning this helps to create meaning as high-key lighting is used inside of the picture. High-key lighting is used to create meaning for the audience because it then helps to make the picture taken from the advert very bright towards the target audience which is good as then they would be then defiantly be able to see the image and what the message says. Another way the way lightning helps create meaning is because it is very clear towards the audience as it makes the picture taken from the advert look elegant, this can then create meaning as the word elegant means something be very stylish in the way something has been presented.  

The background in the image that has been taken from the advert can suggest so many things. As the actual background is a sky with text covered inside of it. The sky is a very good representation and a good image to use for this type of advert as the advert tells us that to stop dreaming and act upon your dreams that you are having. For the background it is used to help attract the audience in a positive way, this is because of how the background is presented as it is very attractive towards the target audience.