Jean Kilbourne
– Women are sexualised to be seen as objects, the women in Score are shown to be subservient to men which portrays this objectifying nature
– Men are still sexualised as well as women but men are sexualised in a more positive way, men wouldn’t be sexualised or portrayed in the same way that women are as it wouldn’t be considered ‘masculine’
– Women are more at risk of developing mental health issues from this portrayal of women, women will feel inadequate to men and can develop an eating disorder, depression or low self esteem from seeing this ‘perfect’ model in ads and magazines, it’s damaging to society
– “Children growing up today are bombarded from a very early age with graphic messages about sex and sexiness in the media and popular culture” – Children are being exposed to pornography and sexual images from a young age which can be damaging to their well being as they will develop this understanding on how someone should look a certain way
– “How sexy can a woman feel if she hates her body” – This suggests that society isn’t fair and due to this objectification women won’t feel secure enough in their own body

Media Language:

1. Mise-en-scene analysis
   Arrangement of scenery and stage properties in a play, in film analysis, this term refers to everything in front of the camera, including set design, lighting and actors.
   The advertisement portrays how this cream will ‘attract women’ and putting it in your hair will put you higher up in the hierarchy and women will want to be around you. It’s a powerful masculine ‘scent’. The clothing the women are using is minimalist which suggests women could be seen as objects, but the fact there is a gun portrays how men are superior to women and the jungle setting could suggest the product is natural; men will feel powerful in wearing this product.
   The jungle is a dangerous place, a dominant white male is represented, maybe the advert was attempting to cling onto the idea of an empire.
   Laura Mulvey – Trying to appeal to the male gaze, wanting people to buy the hair cream product so that women will come to them, men will get pleasure in looking at the ad which will make them more likely to buy the product.
2. Production values and Aesthetics
   Production Values: The lighting, sound, scenery and props used to improve a film or play. An example of production values are the ways in which students set up the stage in a school play.
   Aesthetics: How pleasing something is to look at, and a set of principles concerned with the nature and appreciation of beauty
   The minimalist clothing used in the advert connotes how women were objectified in the 60’s and were seen as objects rather than people, there is a positive aesthetic and the props such as the gun the man is holding shows dominance and suggests this superiority. Humans are also portrayed as being ‘animal like’ through the use of scenery showing people will be like ‘animals’ when men use this cream as it is dominant.
3. Semiotics: how images signify cultural meanings
   The nature and culture of an advert and sometimes hidden messages in adverts are shown through semiotics; any form of activity, conduct, or any process that involves signs, including the production of meaning.
   The outfits show cultural meaning as the advert was produced in the year that homosexuality was decriminalised and three years before the Equal Pay Act was initiated; this is radical to the dominant ideologies of the 1960’s. Women were shown to be sexualised and men were shown to be dominant to women; this is also seen in animals and in packs, there is always one dominant male in a pack.
4. How advertising conventions are socially and historically relative
   There is still a dominant ideology that women are inferior to men and there is always this stigma around males having the power and being in a higher position to females. This gives an insight into why the advert represents different genders in the way that it does. Women are represented as being weaker than males and are seen as objects in society.
5. The way in which media language incorporates viewpoints and ideologies

B.F. Skinner – Operant Conditioning,

“The fiction of free will” – Skinner suggests we don’t actually have free will and we are conditioned to think or feel a certain way, the environment is controlled. We are conditioned to do different things, it’s provocative and manipulative. We are open to manipulation, people will play to other people’s weaknesses in order to manipulate

Schedule of reinforcement – If someone/something knows it will get something good and positive in return they will continue this process (e.g a pigeon will peck a dish to get food as they know they will get a reward from this)

Harold Lasswell – Propaganda Technique in the World War (1927) Highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers…knocked them into submission’

Hypodermic model – Suggests the direct injection of media messages into a passive audience

Propaganda – it is overtly political and manipulative

Zuboff highlights ‘A major segment of the emerging behaviour control technology is concerned with conditioning, through which various forms of persuasion are used to stimulate certain types of behaviours while suppressing others’

Individuality & personal freedom v behaviour modification:

“Technology has begun to develop new methods of behaviour control capable of altering not just an individual’s actions but his very personality and manner of thinking”

“The behavioural technology being developed in the US today touches upon the most basic sources of individuality and the very core of personal freedom”

“The power this technology gives one man to impose his views and values on another”

Cambridge Analytica – British political consulting firm that was involved in influencing hundreds of elections globally and that came to prominence through the Facebook–Cambridge Analytica data scandal

Hypodermic model (passive consumption) – Model of communication suggesting that an intended message is directly received and wholly accepted by the receiver.

“Lasswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1”
Early theoretical work on the relationship (or effects) of media consumption are often traced back to Harold Lasswell who developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people 

My article ‘William fears for UK mental health amid virus curbs’:
Who:
What: People need to work together to tackle mental health during coronavirus and lockdown, mental health in the UK could be at risk
Whom: The community, everyone who may be affected by mental health
With what effect: People want to make sure mental health is ‘okay’ and get people to think about what it could be like

Shannon and Weaver (1949) – Transmission model of Communication, which included other elements, such as NOISE, ERROR, ENCODING and FEEDBACK. There is a suggestion that the process of sending and receiving a message is clear-cut, predictable or reliable of other factors that need to be taken into consideration

 Paul Lazarfeld – Two step flow of communication (active consumption) linear model may not be sufficiently complex to understanding the relationship between message sent > message received. He developed the Two Step Flow model of communication, took account of the way in which mediated messages aren’t directly injects into the audience, but subject to noise, error, feedback etc. Filtered through opinion leaders, those who interpret media message first then relay them back to a bigger audience

Martin Moore suggests ‘people’s political views are not, as contemporaries thought, much changed by what they read/heard in the media. Voters were far more influenced by their friends, their families and their colleagues’ (2019:124)

Audiences are active not passive and can be influenced by any factor, we like to know what’s going on so sometimes this means we can be influenced more easily. People could be subject to bias, interpretation, rejection, amplification, support and change.

Use and Gratifications (active selection) – The audience is a passive consumer of messages, either directly from source/opinion leaders, recognises the decision making process of audience. Individual audience members are more active than had previously been though and were actually key to the processes of selection, interpretation, feedback. People look for enjoyment/pleasure in specific uses of grat, including: information/education, empathy and identity, social interaction, entertainment, escapism

Maslow’s Hierarchy of Needs (1954) – People actively looked to satisfy their needs based on hierarchy of social/psychological desires

Cultivation theory (George Gerbner)- People’s behaviour can be shaped and changed over time if being told the same thing enough times over and over until people start to believe this. The power of television to modify behaviour in support of the dominant structures of society

Theory of preferred reading (Stuart Hall) – There are 3 ways to read a text through: a dominant position, negotiated position and oppositional position. People presented as producers and consumers of culture at the same time. Active in the making/rejecting of meaning through mass communication

Clay Shirky – Suggests there isn’t such a thing as audience and there are only individuals
“The more ideas there are in circulation, the more ideas there are for any individual to disagree with”, Shirky makes claim for the emancipation gained from new media technologies, liberating individual consumers from the behavioural management techniques of the State that were positioned as problematic by Hall, Althusser, Chomsky and others

Habermas is a theorist who talks about the public sphere which is where everyone is involved and people can interact with each other freely. Democracy is important in the public sphere as it allows for people to have an opinion, and depends on an audience that is informed. Curran focuses on Habermas and the concept of the public sphere; this could be because Curran is interested in how the public keep their interest, and individuals can come together to discuss freely and identify societal problems. Media is said to be ‘free’ however it may not be free in reality if it’s owned by one person and essentially taking away that free will and power the public could have. The media and public sphere can be seen as a ‘watch dog’ which is a form of investigative journalism where journalists/authors/publishers of a news publication fact-check and interview political and public figures; this will increase accountability. This form of journalism often takes on a form of ‘beat reporting’ about specific issues as these are often considered valid and important to cover.

In some newspapers such as the i the editors produce what is considered to be of interest within the public which means they are taking into account what the public want and the public will be able to see what they want reflected in the newspaper.This is important with newspapers as if the public are interested in something, they will be more likely to engage with and read the articles. Most newspapers are now produced online which is good as this will make articles more accessible to everyone and people can have more of a say in what goes into the newspapers as everything will be online. This means people will be able to contribute to the stories that people read meaning there will be positive reinforcement, which means there will be an overall better customer satisfaction.

Habermas’ theory on the public sphere is important as it implies that the public’s opinions are needed in order for something to be successful and people can grow to enjoy the media more if there are topics that convey what the public want to actually see. There is a dominant ideology here as it’s implied that there can’t be good media without having the opinions of the public, as people won’t want to read or watch what is produced if it is of no interest to them.

Questions	The Daily Mail	The I
First introduced?	May 4th 1896	October 26th 2010
Are they part of a bigger organisational structure	Daily Mail and General Trust	The I was bought by The Daily Mail, but they still have editorial independence. Stories often presented more factually but is still entertaining. Published by Daily Mail and General Trust
Known for any particular political perspective?	Right wing, editorial stance	Central, point of view from left and right wing perspective
What kind of journalism do they produce? What is their USP? What stories do they specialise in?	Media & Entertainment, United Kingdom’s second biggest selling newspaper	Oliver Duff is the editor for the i since 2013, formally a reporter, gossip columnist and news editor
What kind of people run the paper? Produce the stories?	Rich people who want to make a profit (Viscount Rothermere, Paul Zwillenberg). Had an imperialist perspective. Geordie Greig is an editor for Daily Mail	Similar approach to Daily Mail but presented as liberal democrats
Do they have a similar readership reach?	2.2 million	221,083
Do they have a similar readership profile / target audience?	Lower-middle-class British women	All age ranges, readers and lapsed readers of quality newspapers
How are they currently doing? Increasing or decreasing sales and revenue?	in 2016 the revenue was £1.91 billion	in 2018 the i made £6 million in the first half of the year, and operating profit from £34 million revenue
How are they looking to embrace new media technologies?	Now has a website, making it accessible to all	More online now rather than physical
Do they have a similar layout and design?	Yes, but The Daily Mail uses more eye catching fonts and sizing is bigger, wants to stand out	Yes, but the i is more simplistic, more about getting the point across

• Launched in 1896
• offers many opportunities for studying the relationship between ownership patterns, economic factors and political viewpoints
• Sister paper of The Mail on Sunday
• MailOnline is a division of dmg media which is owned by Daily Mail and General Trust plc
• Daily Mail is a British daily middle-market and published in London
• The Mail on Sunday was launched in 1982
• Scottish and Irish editions of the daily paper were launched in 1947 and 2006 respectively
• Johnathan Harmsworth, 4th Viscount Rothermere, great-grandson of one of the original co-founders. Current shareholder of the Daily Mail and General Trust, editorial decisions often made by a team led by the editor Geordie Greig
• Average age of readers is 58 and had the lowest demographic for 15-44 year olds
• Most of the the readers are female, with women 52-55% being women
• Had an average circulation of 1,134,184 copies in February 2020, but between April 2019 and March 2020 it had an average daily readership of around 2.180 million
• The website has more than 218 million visitors per month
• The Daily Mail is considered unreliable and is widely criticised for its printing of sensationalist and inaccurate scare stories of science and medical research, and also for copyright violations
• The Daily Mail received the National Newspaper of the Year award from The Press Awards eight times since 1995, they also won the award again in 2019
•  According to a December 2004 survey, 53% of Daily Mail readers voted for the Conservative Party, compared to 21% for Labour and 17% for the Liberal Democrats
• When the newspaper was first released it cost half a penny where other newspapers cost one penny, and it was more populist in tone and more concise in its coverage than its rivals
• Additional printing facilities has to be acquired in order to sustain circulation which rose to 500,000 in 1899 after it selling 397,215 copies on the first day rather than the anticipated 100,000 that were printed
• The Mail was the first newspaper to recognise the potential market of the female reader with a women’s interest section, considering the wider population and relating content to their readers, reactionary to demands of the public
• In 1906 the paper offered £10,000 for the first flight from London and Manchester, which was followed by a £1,000 prize for the first flight across the English Channel
• before WW1, the paper was accused of warmongering

• Launched in 1896
• offers many opportunities for studying the relationship between ownership patterns, economic factors and political viewpoints
• Sister paper of The Mail on Sunday
• MailOnline is a division of dmg media which is owned by Daily Mail and General Trust plc
• Daily Mail is a British daily middle-market and published in London
• The Mail on Sunday was launched in 1982
• Scottish and Irish editions of the daily paper were launched in 1947 and 2006 respectively
• Johnathan Harmsworth, 4th Viscount Rothermere, great-grandson of one of the original co-founders. Current shareholder of the Daily Mail and General Trust, editorial decisions often made by a team led by the editor Geordie Greig
• Average age of readers is 58 and had the lowest demographic for 15-44 year olds
• Most of the the readers are female, with women 52-55% being women
• Had an average circulation of 1,134,184 copies in February 2020, but between April 2019 and March 2020 it had an average daily readership of around 2.180 million
• The website has more than 218 million visitors per month
• The Daily Mail is considered unreliable and is widely criticised for its printing of sensationalist and inaccurate scare stories of science and medical research, and also for copyright violations
• The Daily Mail received the National Newspaper of the Year award from The Press Awards eight times since 1995, they also won the award again in 2019
•  According to a December 2004 survey, 53% of Daily Mail readers voted for the Conservative Party, compared to 21% for Labour and 17% for the Liberal Democrats
• When the newspaper was first released it cost half a penny where other newspapers cost one penny, and it was more populist in tone and more concise in its coverage than its rivals
• Additional printing facilities has to be acquired in order to sustain circulation which rose to 500,000 in 1899 after it selling 397,215 copies on the first day rather than the anticipated 100,000 that were printed
• The Mail was the first newspaper to recognise the potential market of the female reader with a women’s interest section, considering the wider population and relating content to their readers, reactionary to demands of the public
• In 1906 the paper offered £10,000 for the first flight from London and Manchester, which was followed by a £1,000 prize for the first flight across the English Channel
• In 1919, Alcock and Brown made the first flight across the Atlantic, winning a prize of £10,000 from the Daily Mail
• The Mail made a great story of another aviation stunt, awarding another prize of £10,000 to Amy Johnson for making the first solo flight from England to Australia
• before WW1, the paper was accused of warmongering (encouragement or advocacy of aggression towards other countries or groups) when it reported that Germany was planning to crush the British Empire

THE THEORY OF THE LIBERAL FREE PRESS 

• “Ensures that the press reflects a wide range of opinions and interests in society” – Covering all grounds and not discriminating against anything
• “The market based press is independent because it owes allegiance only to the public” – Loyalty or commitment to a superior or to a group or cause, have the public’s best interest at heart
• “The press’s autonomy enables it to fearlessly scrutinize government” – Independence or freedom, as of the will or one’s actions
• “The Commission expected to to find that ‘the press as a whole gives an opportunity for all important points of view to be effectively presented in terms of the varying standards of taste’ ” – Not leaving anything out, not exclusive
• “The assumption that ‘anyone’ is free to start a new paper has been an illusion ever since the industrialization of the press” – There isn’t really any ‘freedom’ and there are limitations

THE ROLE OF PUBLIC SERVICE BROADCASTING

• “It wanted a public service orientation, but not the framework of public regulation underpinning it”
• “It favoured a more balanced, responsible approach, but saw merit in the free market tradition of outspoken comment” – Wanted things to be more equal but found something better that they could manipulate
• “The sum total of their efforts was failed anti-monopoly legislation and ineffectual self-regulation”
• “Publishers draped the mantle of freedom around their shoulders, and created doubt and uncertainty about the desirability of reform” – Wanted it in their personal best interest, took advantage of the ‘freedom’
• “Public dissatisfaction with the press, registered periodically in opinion polls, continued to be high”

• Two levels and three political economies of information
• Economy (ownership) and Culture (public circulation of ideas)
• Capitalist media: Big conglomerates, make money, media as a commodity
• Public Service Media: Inform the public, put money back into the business, don’t want to make big profits but want to sustain, in public interest
• Civil Society Media: Independent/niche, specific to something, little groups, e.g Parish newsletter

Noam Chomsky, the 5 filters that manufacture consent

Noam Chomsky is an American linguist who primarily focused on the 3 filters that manufacture consent. These 5 factors include size/ownership/ profit orientation, the advertising license to do business, sourcing mass media news, flak and the enforcers and anti-communism/war on terror. These are important factors as they all allow people to stay on track and no go against what is considered ethical and okay relating to the propaganda model of communication. Manufacturing consent is important as it allows for the rules to be followed and at the time propaganda was an issue within society. ‘The link between ownership of news organisations and news coverage is not easy to determine’ , this could be because not all organisations actually follow the 5 filtors that manufacture consent.

Antonio Gramsci, the concept of hegemony / hegemonic struggle

Hegemony was a term that was previously used by Russian Marxists in order to denote the political leadership of the working-class in a democratic revolution and means leadership or dominance, especially by one state or social group over others. A class cannot be formed/maintained solely through economic interests and advancements can’t be made with only this as other factors need to be included and not just economic interests as there is more to a class than just one thing; thee are various aspects needed in order to create and keep a class. Gramsci’s theory emphasised the importance of the political and ideological superstructure in both maintaining and fracturing relations of the economic base. Hegemony is important within society as it allows for some people to be ‘in charge’ and have the ability to be higher up than everyone else which would cause them to become a leader in a sense as people may look up to these people but a hegemony can’t be created if there aren’t other hierarchy’s or people involved.