1. Structures of ownership: The dominant media companies are large corporations and conglomerates.
2. The role of advertising: The majority of profit media companies make is from advertising, so advertisers are given much of the influence in media.
3. Links with the establishment:
4. Diversionary tactics and flak:
5. A “Common enemy”:

1. Agenda Setting:
2. Framing: The sun is pro-brexit, and so represents the brexit vote as triumphant and a good thing. The Mirror, on the other hand, paints brexit more in a negative light. Newspapers will frame an issue as good or bad depending on their stance on the issue to not only pander to those who agree, but to also push their agendas.
3. Myth Making: Newspapers will exaggerate a story to push their political agenda. This is used like the “common enemy” to divert the people’s attention away from the problems inside the country and the media hierarchies.
4. Conditions of Consumption:

Marshall Mcluhan published “The Media is the Massage” in 1964 which revolved around the idea that “the media is the message”. This means that the form the message is communicated in is more important than the message itself.

PRODUCTION	DISTRIBUTION	CONSUMPTION
digital cameras	The internet	laptops/computers
digital audio recorders	Social Media	Phones
Microphone	IP	Televisions
DTP/Photoshop/Adobe	Broadcasts (satellite or terrestrial)	Youtube
Computers		Cinema
Tablets (Drawing/Design)		Digital Billboards

Dunbar Number: The limit to the amount of friends you can have and people you can know and can have meaningful connections with. The Dunbar number is 150. (Robin Dunbar)

Feedback Loop theory states that a person has habits and interests, which can be found out and used by media companies to target and market media to consumers based on their interests and habits. This is more effective than targeting non-specific adverts or media at consumers as it is more likely to grab their attention. (Norbert Wiener)

Network Effect: Where a good or service increases as more people start to use that good or service. (Theodore Vail)

Who really benefits from a digitally networked society? Big business or individuals? refer to “Loop theory”and “The Dunbar Number”:

A digitally networked society is ultimately beneficial to large businesses and conglomerates because by employing Feedback Loop theory they can sell the behavior data of consumers to other companies who can use it to market media and products to individuals.

Key words associated with new media and teen vogue:

Circulate: To spread a product so more people will buy. – Teen Vogue circulates magazines online to enlarge their audience.

Active: With a large and dedicated audience who can also talk about teen vogue online.

Live: Teen vogue is a live media form because it is updated online and people can look at the articles on the website whenever they want.

share	active	creative	host
story	re-connect	personalise	stream
experience	store	scale	immerse
interface	live	adapt	binge
conversation	re-perform	circulate	endless

Article: March for Our Lives Florida: What Happens After a School-Shooter Lockdown.

1. Teen Vogue Targets a young female audience more traditionally seen as interested in more superficial issues – This article is about a serious cultural and political issue and therefore it challenges the stereotype of female teenagers only being interested in superficial issues.
2. The article is an opinion piece that promotes activism to raise awareness of the issue of school lockdowns.

Common is the stage name of Lonnie Corant Jaman Shuka Rashid Lynn, an American Rapper.

He won a grammy for best R&B singer in 2003.

His net worth is $45 million.

He was born March 13, 1972 in Chicago, Illinois.

“Letter to the free” was made for “The 13th” a documentary by Ava DuVernay named after the American 13th amendment (The abolition of slavery).

The documentary centers around the mass incarceration of African-Americans as a form of modern-day slavery, and is named after the 13th Amendment, which made slavery illegal except as “punishment of crime”.

• The film was a small to medium budget production at $25m – films with budgets like this have been recognized by conglomerates for their profit potential. 
• The appeal of this film to Fox studios is that it provides insight and commentates on the social situation of today. Also the film is a medium budget production which means it has a higher profit potential than a large budget film. 
• The appeal of this film to audiences is education about history and because it comments on social issues like racism that people in today’s society can also relate to. 
• The film was successful on a profit level, with it earning $236 million against a budget of $25 million, making the total revenue figure around $211 million. 

Stephen Neale: A prominent UK based film theorist who has contributed to the field of genre studies.

Repertoire of Elements: A group of conventions that a product of a genre adheres to.

Corpus: A body of similar texts that new texts are added to.

Hybridization: The merging of different genres to create new ones.

Historic Specificity: When a genre is associated with a certain time period.

Repetition and Sameness: The regular conventions of the genre not changing due to new products in the genre

Variation and change: The change of conventions in a genre or the introduction of new conventions.

Narrative Image: How audiences view the genre based on how it is presented.

Expectations and hypotheses: The assumptions of what a product contains based on conventions used in marketing.

Suspend Disbelief: How the creators get an audience to immerse themselves in a product.

Generic Regime of Verisimilitude:

Conventions and rules: The dominant ideas of what a genre should contain.

Sub-genre: A subdivision of a genre

Hybridity:

Genres of Order and Integration:

Genre as cultural category:

Technical Code	Denotation (ie what is it – simply describe what you see / hear)	Connotation (ie what does it signify)
Setting	High-End apartment in New York	Luxury, wealth.
Clothing	Starts out as plain, becomes expensive clothing as the characters use the product	Implies that the product will make your life better, more extravagant, that it will make you wealthy.
NVC	Gold is used throughout the advert	Signifies wealth and a luxury product, makes the product appear more high quality than it actually is.
Dialogue	Dialogue accentuates the state of luxury the characters are in.	Reinforces the idea that the product is high end and expensive.
Sound Effect	Sound of wands and gold	Implies magic and wealth, and how the product will help the buyer’s lifestyle
Music	Upbeat, intensifies as the characters use the product.	Implies that the product is exciting, new and will make life more fun.
Camera shot size
Camera movement	Sways and zooms, slow motion	The camera is abrupt but also elegant during slow motion. Smooth movement implies the quality of the product is high
Editing	Gold shine and reflection from the makeup.	Wealth, that the product is of high quality.

Theorist	What does it mean (in your own words)	How does it apply to the advert (in your own words)
Equilibrium	Every story is composed of a beginning, middle and end. Each story starts in equilibrium and then it is shaken up by a conflict which must be resolved.	The characters start out as normal people but when they use the product at the midpoint of the advert their lives transform, and they start to become rich and live a life of luxury.
Binary Opposition	The idea that every story is based around opposites such as bad and evil, east and west etc.	There exists many opposites in the advert, the opposition between the bellboy and the influencers, the opposition between male and female presented as neutral, and the opposition between rich and poor where being rich is presented as something to aspire to – and the product is presented as a way to transform your life from poor to rich.
Character Types	Stock characters exist, such as the hero and villain, and these are used in all stories that are told	The influencers or product itself could be categorised as the hero as it is shown to improve the character’s lives. The bellboy could be the dispatcher since he brings the product to the characters, or he could be the victim, since he is liberated from his work by using the product.

In comparing the magazine Men’s Health and the cover of the video game Tomb raider we can identify various ways gender is represented in both radical and reactionary terms. By considering the use of print language and signs we can infer how gender is represented to the audience. 

The magazine Men’s Health portrays a mostly reactionary image of masculinity. This can be seen on the front cover where the main image is one displaying the subject’s stance which accentuates his muscular frame and shows him with a serious expression on his face. This image is classically what the readership wants to attain, and this is emphasised in the magazine by the quote “Diesel’s [the subject] slant is one to aspire to”. Furthermore, this quote hints at the idea of the creators of Men’s Health creating a myth around the iconic sign of Vin Diesel as the ideal male physique. This image also accentuates how the audience views the topic of their health seriously since this magazine is marketed to men wanting to become healthier and lose weight. This is further reinforced via the subjects of the subheadings on the front cover, which allude to weight loss regimes detailed within the pages of the magazine. The colour palette used of muted colours such as blue, grey and black also conform to the reactionary stereotype of colours associated with the male gender. Also, the use of blocks of colour rather than patterns or designs reinforce the masculine nature of the magazine. However, the magazine is radical in its portrayal of age and gender in the interview with Phillip Howells, a 69-year-old “marathon man”. The subject’s body type does not fit in with the previously established aspirational physique of Vin Diesel, which suggests that Howell’s physique is less traditionally masculine. Instead of portraying him as less masculine, the magazine implies through the interview and captions that he just as masculine as Vin Diesel, making it a radical portrayal of the male gender. 

Similarly to Men’s Health, the game cover of Tomb Raider portrays a reactionary and radical depiction of a woman. The reactionary element is present in the fact that Lara Croft, the main subject of the game cover is heavily sexualised to appeal to the target audience of male teenagers and young men. She is also made this way to appeal the male fantasy which enforces a reactionary view on women established by men. Lara, however, challenges the reactionary views on female combatants and independent women by being shown defeating monsters and performing stunts while exploring tombs on the back cover of the game. Another radical view promoted by the game is how Lara Croft’s stance on the game cover highlights her holding pistols and standing in a way that asserts she is confident, which again challenges the reactionary view on women being unconfrontational and weak. 

In Conclusion, Tomb raider represents a much more radical view on gender, with many stereotypes of women being challenged, compared to Men’s Health, where reactionary views on masculinity and gender are often presented as ideals men should aspire to.