Category Archives: Audience Theory

Filters

Author:
Category:

Narrative

Overview

As mentioned in previous posts, the way to approach any new subject is to think about different forms which each have a different languages. So for example, there are different forms of literature, music, painting, photography, film and so on. An earlier post looked at the LANGUAGE OF PRINT, this post looks at NARRATIVE and is linked to my post on the LANGUAGE OF MOVING IMAGE. In other words, I am primarily linking narrative as a way of thinking about moving image, but it is possible to link narrative to print products, on-line products, audio products and so on.

Narrative Theory

Structuralism has been very powerful in its influence on narrative theory. Its main virtue is that it is most interested in those things that narratives have in common, rather than in the distinctive characteristics of specific narratives.

Turner p.85 ‘Film as Social Practice’

When looking at moving image products, it is therefore possible to look for patterns, codes, conventions that share a common features. In other words, narrative theories look at recognisable and familiar structures, that help us to understand both how narratives are constructed and what they might mean.

For example, it is clear that narratives are a combination of many individual elements (sound, image, text etc) which are edited (connected) together. Narratives are organised around a particular theme and space and are based in an idea of time. So for example, many narratives (Film, TV, Radio) are usually LINEAR and SEQUENTIAL, in that they start at 00:00 and run for a set length. This means that they normally have a beginning, middle and end. However, as with all creative work, it is possible to break, alter or subvert these rules.

Narrative theory can be applied to moving image texts but in many ways, narrative theory transcends a specific media form, such as, film and television and is able to take on a much greater significance in terms of how we organise our lives, our days, our weeks, our years, how we interact with each other, how we organise our memories, our ideas, aspirations and dreams.

So once again, looking at theory allows students to think beyond a particular subject and beyond the learning framework into their own existence! For now, we will stick with looking at some theories that will help students to understand, discuss and construct narrative structures.

Vladimir Propp (Character Types and Function)

  1. Hero
  2. Villain
  3. Victim
  4. Princess
  5. Dispatcher
  6. False Hero
  7. Father

You do not need to recognise all of these characters, but it is a good way to understand the way in which characters function to provide narrative structure: The villain. struggles against the hero. The donor. prepares the hero or gives the hero some magical object. The (magical) helper. helps the hero in the quest. The princess and her father…The dispatcher…. The hero or victim/seeker hero….False hero

Tztevan Todorov (Tripartite narrative structure):

  • Equilibrium
  • Disruption
  • New equilibrium

Claude Levi-Strauss (Binary Oppositions)

This theory encourages students to understand key themes that underpin action and dialogue to develop a set of messages that the audience are able to decode and understand. It helps to create the dominant message (ideology) of a film, TV programme, advert, animation etc so in this way students could make a judgement as to whether an individual media text supports the dominant ideology of society, which would make it a reactionary text or challenges and undermines the dominant ideology of society, in which case it could be seen as a radical text.

However, as mentioned in previous posts, the way in which individual students / audience members decode specific texts, is also contingent on their own individual ideas, attitudes and beliefs (ie their own individual ideology). So de-coding a text is not necessarily the same thing as agreeing on its’ fixed meaning. These ideas are explored further on posts about audience.

For now, get students to think about individual texts as a set of binary opposites, for example, you could construct a scale chart (as below) around key themes and concepts that the media text plays upon and get students to rate the text that they are looking at. This way they can discuss ideological stances on gender, race, class, age etc etc. Use any number of polarising concepts.


CONCEPT
strongly
agree
agreeneutralagreestrongly
agree
OPPOSITE
CONCEPT
GOODBAD
EASTWEST
FEMALEMALE
STRAIGHTGAY
WHITEBLACK
URBANREGIONAL
POORRICH
EDUCATEDSTUPID
RELIGIOUSSECULAR

Seymour Chatman: Satellites & Kernels

  • Kernels: key moments in the plot / narrative structure
  • Satellites: embellishments, developments, aesthetics

This theory allows students to break down a narrative into 2 distinct elements. Those elements which are absolutely essential to the story / plot / narrative development, which are known as KERNELS and those moments that could be removed and the overall logic would not be disturbed, known as SATELLITES. Think about the way satellites orbit something bigger like a planet. Satellites are therefore used to develop character, emotion, location, time and so on. In this way they are really useful elements but could be seen as not essential to the story.

Roland Barthes: Proairetic and Hermenuetic Codes

  • Proairetic code: action, movement, causation
  • Hermenuetic code: reflection, dialogue, character or thematic development

Although the words proairetic and hermenuetic may seem very complex, it is easy for students to grasp in that moving image products are either based around ‘doing’ / ‘action’ or ‘talking’ / ‘reflection’. Look at this sequence from Buster Scruggs (Dir J Coen E Coen 2018), which is basically divided into ‘some talking’ which leads into ‘some doing’!

teenvogue

  • Ownership – owned by condé nast who is owned by Advance Publications who owns discovery channel as well
  • owned by the conglomerate Advance Publications and uses horizontal integration
  • It has other magazines allowing to reach a wider audience
  • revenue was US$2.4 billion (2016)
  • Advertising, marketing, product placement etc – in terms of revenue and type of products featured in Vogue (INSTITUTION & AUDIENCE)
  • Primary target audience 12-17 year old girls
  • Uses and Gratifications – understanding about self and knowledge about the world
  • Messages sent (encoded/decoded) ie the values, attitudes and opinions of this CSP (or ideology / political & social bias) (= REPRESENTATION)
  • Use of new technology / relationship to old technology (= LANGUAGE)
  • Layout, language, style, design, words, images, symbols, connectivity (=LANGUAGE)

Media Language

How are the codes and conventions of a website used in the product? How are these conventions used to influence meaning? The website could be analysed in terms of:

  • The language of composition and layout: images, positioning, layout, typography, language and mode of address.
  • The genre conventions of websites will be studied and the genre approach should also include reference to the content of lifestyle websites.
  • The application of a semiotic approach will aid the analysis of the way in which the website creates an ideology about the world it is constructing – often to do with age, beauty and social and political issues.
  • Narrative in the context of online material can refer to the way that the images and the selection of stories construct a narrative about the world.

Media Representations

The choice of this online product provides a wide range of representational issues. These include the representation of the target audience of young women in the United States but also globally. The focus on representation will build on work done in the analysis of visual images and can also be used to explore target audiences and ideological readings:

  • Representation of particular groups (age, gender, race), construction of a young female identity.
  • Rise, Resist. Raise your Voice’ is the slogan for the website.
  • Who is constructing the representation and to what purpose? the political opinions based on both the site and its sister publications leads me to believe that the general political opinion of Teen Vogue is more left leaning. Leftist politics focus more on people and society rather than financial loss/gain (capital)
  • The focus on politics, social issues and technology (in addition to fashion and celebrity) suggests a new representation of young women.
  • Analysis of the construction and function of stereotypes
  • Representation and news values – how do the stories selected construct a particular representation of the world and particular groups and places in it?

List of CSP articles

Kim Kardashian West talks about mass incarceration – written by de elizabeth in january 2020

This article features a famous celebrity – Kim Kardashian. This person is well known to young girls, and has a large following on instagram, earning about $750,000 per post. Kim kardashian could be classed as a social media influencer, and is idolised by young girls.

In this article, Kim kardashian talks about mass incarceration, which is featured in her upcoming Oxygen documentary Kim Kardashian West: The Justice Project. In the article, it is mentioned that mass incarceration disproportionately effects people of colour as well as women. This is important to mention as the targeted audience of this magazine are young girls, and therefore this issue is specifically affecting them. This means that, with Hall’s theory of preferred reading, the response is likely to be dominant due to the targeted audience being mainly young girls. However, there still may be those who do not agree with the article (other…?) as well as those with a negotiated response (e.g. may think that people of colour are more likely to be incarcerated than women or may not agree with Kim Kardashian). In the article, Kim K states that “people deserve a second chance”, which is quite a general statement for this issue.

However, something contradictory about Kim Kardashian is that while she is spreading awareness of this issue by making a documentary about it, it’s still a documentary, which is still going to get her money and prestige. Furthermore, Kim K’s worth is $350 million, and she earns roughly $750,000 per post, meaning that she has the money to go out and physically make a difference but refuses to do so

Your Rights to unionise

Tomb raider

  • made in 1996
  • features protagonist Lara Croft – who shows both a mix of radical and reactionary beliefs (in a position of power – main character, strong female lead yet is sexualised to appeal to the male gaze)

Marshall Mcluhan: Medium is the message

  • cinema transforms groups and societies
  • we are more ‘isolated’ due to media
  • you don’t fully understand the medium = you don’t fully understand the message
  • in the context of teenvogue = distributed through social media, e.g. twitter. if the target audience enjoys reading teen vogue, they are more likely to check twitter often, shaping their social media habits.

Key Words associated with New Media

shareactivecreativehost
storyre-connectpersonalisestream
experiencestorescaleimmerse
interfaceliveadaptbinge
conversationre-performcirculateendless

share – the story is shared through the teen vogue website or twitter so it’s easy to share through a link or retweet

binge – articles are compiled so its easy to binge read

circulate – content can be easily circulated through retweets, especially from larger social media accounts

NEW MEDIA
OLD MEDIA
Active involvementPassive involvement
Two-way conversationOne-way conversation
Open systemClosed system
TransparentOpaque
One-on-one marketingMass marketing
About MeAbout Them
Brand and User-generated ContentProfessional content
Authentic contentPolished content
FREE platformPaid platform
Metric: EngagementMetric: Reach/ frequency
Actors: Users / InfluencersActors/ Celebrities
Community decision-makingEconomic decision-making
Unstructured communicationControlled communication
Real time creationPre-produced/ scheduled
Bottom-up strategyTop-down strategy
Informal languageFormal language

CSP 7: Vogue

What is the CSP?

The actual CSP for this unit is to be found by you on any three of the following Vogue platforms:

In other words, to explore the MEDIA FORM that we recognise as: online, social and participatory media, students should look at the sites listed above in detail (specifically including the home page of the website and the ‘Lifestyle’ section) along with other relevant examples, illustrations, sections etc TO PROVIDE EVIDENCE for your essays.

Find out as much you can about this product and post your findings on a new blog post. Start by THINKING. What aspects of NEW MEDIA interest you? What aspects of Teen Vogue help you to explore and understand NEW MEDIA. Make sure you develop your initial ideas with some EVIDENCE, post up your findings to use as revision notes. Find evidence about individual stories as well as about the organisation who produces these products. OVERALL, you are trying show KNOWLEDGE OF THIS CSP and UNDERSTANDING OF NEW MEDIA

Starting points:

  • Ownership (INSTITUTION)
  • Conglomeration, vertical and/or horizontal integration
  • Cross-media titles / products (= INSTITUTION)
  • Income / Expenditure (= INSTITUTION)
  • Advertising, marketing, product placement etc – in terms of revenue and type of products featured in Vogue (INSTITUTION & AUDIENCE)
  • Primary target audience (= AUDIENCE)
  • Uses and Gratifications (= AUDIENCE)
  • Messages sent (encoded/decoded) ie the values, attitudes and opinions of this CSP (or ideology / political & social bias) (= REPRESENTATION)
  • Use of new technology / relationship to old technology (= LANGUAGE)
  • Layout, language, style, design, words, images, symbols, connectivity (=LANGUAGE)

Use the 3 recommended sites for this CSP and identify SPECIFIC STORIES,to EXTRACT SPECIFIC DETAIL to use as SPECIFIC EVIDENCE.

TASK 2: Select 2-3 stories from any of the links provided above and use these to provide a close textual analysis reading of Teen Vogue. As a starting point analyse your chosen examples (stories, tweets, posts etc) in terms of 1) political, social, cultural and economic contexts; 2) Media Language; & 3) Media Representations. Some starting points can be found below:

Political, social and cultural and economic contexts

Teen Vogue is culturally significant in its marrying of the political with fashion and lifestyle to target a young female audience more traditionally seen as interested in more superficial issues. Its explicit feminist stance and reporting on the Trump presidency has made it a relatively radical voice in the context of mainstream US media. The social and economic contexts can be addressed in terms of how the product has been received and how it has succeeded when other magazines (online) are struggling to maintain audiences.

Media Language

How are the codes and conventions of a website used in the product? How are these conventions used to influence meaning? The website could be analysed in terms of:

  • The language of composition and layout: images, positioning, layout, typography, language and mode of address.
  • The genre conventions of websites will be studied and the genre approach should also include reference to the content of lifestyle websites.
  • The application of a semiotic approach will aid the analysis of the way in which the website creates an ideology about the world it is constructing – often to do with age, beauty and social and political issues.
  • Narrative in the context of online material can refer to the way that the images and the selection of stories construct a narrative about the world.

Media Representations

The choice of this online product provides a wide range of representational issues. These include the representation of the target audience of young women in the United States but also globally. The focus on representation will build on work done in the analysis of visual images and can also be used to explore target audiences and ideological readings:

  • Representation of particular groups (age, gender, race), construction of a young female identity.
  • Rise, Resist. Raise your Voice’ is the slogan for the website.
  • Who is constructing the representation and to what purpose?
  • The focus on politics, social issues and technology (in addition to fashion and celebrity) suggests a new representation of young women.
  • Analysis of the construction and function of stereotypes
  • Representation and news valueshow do the stories selected construct a particular representation of the world and particular groups and places in it?

Defining and conceptualising New Technology

Technology is central to any Media Studies course, and is of relevance in terms of the production, distribution and consumption of news and news-gathering, as well as playing a significant role in terms of democracy, knowledge, access and truth. As a starter exercise to understand this relationship in terms of news production, create a table and see how many different technologies you can put in each box, to show which what technologies are used in each stage of the production process.

TASK 3: Define ‘New Media’ against ‘Old Media’. Use some of the key language highlighted in this post (see the separate sections on Language, Representation, Audience, Institution below). And/or follow this link

Key Words associated with New Media

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

Table to contrast ‘New’ vs ‘Old’ Media: Do you agree?


NEW MEDIA

OLD MEDIA
Active involvement
Passive involvement
Two-way conversation One-way conversation
Open system Closed system
Transparent Opaque
One-on-one marketing Mass marketing
About Me About Them
Brand and User-generated Content Professional content
Authentic content Polished content
FREE platform Paid platform
Metric: Engagement Metric: Reach/ frequency
Actors: Users / Influencers Actors/ Celebrities
Community decision-making Economic decision-making
Unstructured communication Controlled communication
Real time creation Pre-produced/ scheduled
Bottom-up strategy Top-down strategy
Informal language Formal language

TASK 4: Take 5 pairs of key terms from the table above and illustrate what they mean in terms of New Media, with a particular and VERY SPECIFIC textual reference from one of the Teen Vogue sites set by the board.

Now write some notes that answer the following questions:

Who really benefits from a digitally networked society? Big business or individuals? Refer to ‘loop theory’ and the ‘Dunbar number’

Q: How does big business benefit? What commodity do they trade in? Answer: predictive human behaviour. Write out an answer in your own words.

Shoshana Zuboff (very recent and very important theorist to quote . . .)

interests have shifted from using automated machine processes to know about your behaviour to using machine processes to shape your behavior according to their interests

Zuboff 2019, p. 338

So who is in control? The customer or the technologies? Are the technologies responding to our behaviour? Or is your behavior determined by the technology?

Read the extracts below, note the assertion that ‘social media users are dangerously unaware of the vulnerabilities that follow their innocent but voluminous personal disclosures’, that new technologies are now developing sophisticated tools to develop a relationship with potential customers based on ‘micro-behavioral targeting’, which looks to ‘change people’s behaviour through carefully crafted messaging’.

The Age of Surveillance Capitalism, Zuboff, 2019 p.272-273
The Age of Surveillance Capitalism, Zuboff, 2019 p.276-277

Task 5: Make a table that sets out the positive and negative consequences of using social media for audiences

Media Industries

Teen Vogue is a commercial media product but could also be seen as fulfilling a public service through its political reporting and social campaigns. The website also demonstrates the way that publishing institutions (in this case Conde Nast) have developed their reach through new technology and convergence – particularly relevant to this target audience.
• Teen Vogue’s web and social media sites show how institutions respond to changes in consumption.
• The use of digital platforms to expand the output and reach of the products demonstrates how institutions have responded to the impact of new technology

Media Audiences

The close study product provides an example of a clearly targeted, primary audience through demographics of gender and age which should encourage the study of issues of identity. Related to this would be a discussion of the changing relationship between producers and audiences in the context of participatory media.
• Definitions of mass and minority or specialised audiences.
• Debates around the idea of targeting specialised audiences (by age, gender, lifestyle etc.) and how successful that targeting is.
Differing interpretations by different groups – those belonging to and outside the primary audience. (Stuart Hall – reception theory)
• Opportunities for audience interactivity and creativity.

ASSESSMENT / EXAM QUESTIONS

TASK 6: Look at Question 9 on this past paper and then look at the guidance provided in this mark scheme . Read it through. Think about it and then write a 10 bullet point essay plan. Make sure each bullet points links to the next. Top and tail your plan with your main argument and conclusion (usually the same or similar)

ASSESSMENT: Go to the Planner page/tab and answer question 9 on the AS media Paper 1. Plan your answer, share your responses and collaborate with others to produce a complete and full answer. Look at the feedback assessment sheet below for starting points and areas that you could / should cover in your answer. Good luck!

CSP 6: LETTER TO THE FREE – COMMON

Selection Criteria

Common is an Oscar and Grammy award winning hip/hop rap artist who wrote Letter to the Free as a soundtrack to The 13th – a documentary by Ava DuVernay named after the American 13th amendment (the abolition of slavery). His output is highly politicised, existing in the context of a variety of social and cultural movements aimed at raising awareness of racism and its effects in US society (e.g.: Black Lives Matter). The product can also be considered in an economic context through the consideration of if and how music videos make money (through, for example, advertising on YouTube).

Music Video – Letter to the Free is a product which possesses cultural and social significance. It will invite comparison with other music videos allowing for an analysis of the contexts in which they are produced and consumed.

If this CSP appears in the exam it will be in Section B: Industries and Audiences

What needs to be studied? Key Questions and Issues

This product relates to the theoretical framework by providing a focus for the study of:

Media Industries

The media of music video provides a useful case study to consider:

  • how musicians and the wider industry have responded to rapid technological changestreaming, piracy, video hosting sites – finding ways to make money from previously free services.
  • the significance of patterns of ownership and control, including conglomerate ownershipvertical integration and diversification
  • the way new media products are distributed on youtube and across the internet by Vevo, a video hosting service.
  • How artists are marketed and developed: Common is a Def Jam recording artist. Def Jam is a label associated with urban and hip hop music, starting as an independent in the 1980s it is now owned by the conglomerate UMG (which also owns Vevo)
  • As the soundtrack to the Netflix documentary The 13th the video is an example of cross media promotion and marketing.

TASK 1: Create a new post that looks at:

  1. the artists involved (background, history, other work)
  2. the actual music video (style, genre, narrative, characters, theme, message, ideology etc)
  3. the institutions involved in this production (think again about majors vs indies, the role of conglomerates, vertical and horizontal integration, cross-media ownership, synergy, marketing & distribution, methods and modes of production and of course revenue).
  4. the audience who are targeted (the role of politics, identity and culture in terms of producing product for ‘the culture industries’). Remember to think about audience theory – particularly, the theory of preferred reading.

Points you could include:

  • processes of production, distribution and circulation by organisations, groups and individuals in a global context
  • the relationship of recent technological change and media production, distribution and circulation
  • the impact of ‘new’ digital technologies on media regulation, including the role of individual producers.
  • the significance of patterns of ownership and control, including conglomerate ownership, vertical integration and diversification
  • the significance of economic factors, including commercial and not-for-profit public funding, to media industries and their products
  • how media organisations maintain, varieties of audiences nationally and globally
  • the interrelationship between media technologies and patterns of consumption and response

Key terms

  • Gatekeepers
  • Regulation / Deregulation
  • Free market vs Monopolies & Mergers
  • Media concentration / Conglomerates / Globalisation (in terms of media ownership)
  • Vertical Integration & Horizontal Integration
  • Surveillance / Privacy / Security

TASK 2: How many of these key words can you relate to the other CSP’s in Section B (ie TV & Film)? Do you need to look at your notes or adjust them in light of what you now know?


Media Audiences

The study of audiences for this video will use the analysis of media language and representation to consider how the video addresses an audience. As both rap and political protest song, the video can be studied as addressing a range of audiences beyond the youth market.

  • How media producers target, attract, reach, address and potentially construct audiences
  • How media industries target audiences through the content and appeal of media products and through the ways in which they are marketed, distributed and circulated: widely distributed on video hosting sites aimed at a youth audience but also consumed by the audience for political documentary.
  • How audiences interpret the media, including how they may interpret the same media in different ways (Hall Theory of Preferred Reading)
  • Cultivation Theory
  • Uses and Gratifications Theory

Common LYRICS

TASK 3: Complete another exam question – go to planner and Media Sams Paper 1, Question 7: Explain how the social, political and cultural contexts of media influence how audiences may interpret the same media in different ways. Use Common’s Letter to the Free to support your answer. Use the feedback document below to help your answer the question.

A possible structure to your essay could be:

  • show your knowledge of the institutional details of the text ie specifics facts, figures, names, dates etc about the text. At this point show your knowledge of the music industry and use key terms (see above)
  • Next, show how audiences may (theoretically) interpret media texts ie audience theory.
  • Follow this up with specific ideas that suggest how certain audiences may interpret this particular text (ie apply the theory to this CSP)
  • Finally, make some summative conclusions based on your knowledge and understanding that show the importance of culture in terms of engaging with issues of power and control. For this you could reference Gramsci & his concept of ‘hegemony’ and/or Habermas and his concept of ‘the public sphere’

Hegemony

Habermas ‘the public sphere’

Gender representation essay

Write up a 750 word formal essay (ie beginning, main body and conclusion) that compares the representation of gender in both Mens Health and Tomb raider 

In this essay I am going to argue that there are both radical and reactionary representations in Tomb Raider and Men’s Health. To do this I am going to analyse the front cover and contents page of Men’s Health and the front cover of the Tomb Raider game. I am going to apply Gauntlett’s concepts of representation and reception theory to these products.

Gender representation is the presentation of gender roles in the media, which can be displayed in many different ways. Usually gender representation in media follows common stereotypes (the common representation of specific groups in media). The most common type of stereotype that is represented in media, especially traditional and older media is the “cool” man, which will be discussed during the analysis of Men’s Health. This gender representation will be compared to Tomb Raider’s Lara Croft and compared to the dominant ideology of gender.

Men’s Health displays both radical and reactionary views about masculinity. For example, the cover of Men’s Health contains strong, bold fonts which reinforces that all men are strong and powerful. Furthermore, the cover of Men’s Health also contains a semantic field of violence, strength and power: “demolish”, “blast”, “slay”. This is reactionary, as it reinforces the dominant ideology of the “cool” man – that men are strong, cool and brave. This is emphasised by the image of Vin Diesel on the front cover, who appears to be muscular with a tough and serious expression. This presents a dominant idea of masculinity, which one could argue is a toxic representation of masculinity – as it creates unrealistic body standards for men. In this photo, Vin Diesel has been photoshopped to appear more muscular than he actually is. This creates the impression that the impossible is achievable, creating a sense of false hope for men trying to become something that isn’t real. Furthermore, this creates a ‘standard’ for how men are supposed to look, creating a negative impact on the body images of men and their desire to ‘fit in’ – linking in to identity. This image of the “cool” and “muscular” man is, however, juxtaposed by the plug “detox for foodies” at the top of the magazine. This reflects on Gauntlett’s concept of gender fluidity – the fact that gender isn’t fixed, and can be changed. This is shown by the trait of specifically enjoying and critiquing food – a particularly feminine trait, being shown on the front cover of a men’s magazine. This also shows that the magazine is radical. Looking at the contents page, the influence of masculinity within the textual features is still strong – but less so. There is no semantic field of power or violence, and the gender role of “powerful man” is reduced to seemingly almost a façade. The contents page contains the strong text and blue colour – signifying masculinity, but including other features such as pink backgrounds for icons and softer fonts. This breaks the dominant ideology – in which men have to be unfalteringly masculine all the time.

This is similar to the front cover of Tomb Raider, as Lara Croft is both radical and reactionary, similar to how Men’s Health is presented. Firstly, the dominant signifier of the game, Lara Croft, is presented with highly feminine-conforming features: a flawless face, long hair, makeup as well as sexualised clothing. This is reactionary as it holds to the dominant ideology that all women are beautiful and desirable. Furthermore, Lara Croft’s clothing designs present her as very sexual, as her clothes leave a lot of skin exposed as well as the rule of thirds being used to emphasise her butt and breasts. This connects to the idea of the ‘male gaze’ – that straight cis white men control the media, which as a result shows us their visions of how they view different groups. In this case, Lara is sexualised to appeal to male gamers. This is also reactionary for how society views women. Lara Croft’s character is also, however, also radical. Lara Croft was created in order to have a strong female leading character, which was rare at the time. Furthermore, her story made her independent as she did not need a man in order to be strong. This, amongst women in society, is reactionary. But, for the dominant ideology, it is radical. Furthermore, Lara Croft is in the position of a man, doing things that would have been deemed ‘too daring’ for a woman to do in the game, such as ‘fighting fearsome creatures’ as denoted on the back and scaling walls. In conclusion, Tomb raider and men’s health both vary – Tomb raider is mostly radical, but is also slightly reactionary while Men’s Health is mostly reactionary, but is also radical in some parts.

These two texts both represent reactionary beliefs and radical beliefs. Tomb raider shows a woman in a man’s position wielding a gun and doing amazing feats, while appearing sexualised, and Men’s Health shows strong motifs of masculinity – strong text and a semantic field of power, while presenting that men can have more feminine traits such as being passionate about food. These ideas are presented to the audience in different ways, and the entire audience is not going to immediately accept this. If we use reception theory, it shows that there will be a divide in the audience. The intended representation of these texts will not enforce or change the entire audience’s beliefs. For example, the message that “men have to be strong” in Men’s Health will be received by the audience and there will be a divide based on opinion, such as: the dominant response – the intended response, which will enforce the audience’s opinion that “men have to be strong”. Then, there’s the negotiated response, where the audience may partially agree and disagree with “men have to be strong”. Finally, there’s the oppositional response, which would be a complete disagreement with the message. This, in turn has an effect on the dominant ideology of gender in society. This could have a negative effect, such as stereotyping. This could make outside parties assume that, for example, all women are flawless like Lara Croft, which can have a negative impact on women, as they are pressured to look flawless. Or, it could have a positive impact. For example, for Men’s Health, men could be less ashamed to talk about their interests or hobbies if the dominant ideology of “men have to uphold masculine interests” is challenged. This, therefore can end up enforcing more healthy beliefs with gender.

CSP 3: THE BOSS LIFE

For our next CSP (number 3 of 9) we are looking at the area of ADVERTISING AND MARKETING, in the exam, you may well be asked to respond to this set text in terms of MEDIA LANGUAGE AND/OR REPRESENTATION. This CSP will appear in Section A of your exam paper.

So first of all here is the CSP that we are looking at:

TASK 1: TECHNIQUES OF PERSUASION

As this is looking at advertising the first task is to think about (and make some notes on) the way in which advertising persuades a specifically targeted audience to consume its product. In terms of the expectations from the exam board:

Students should be able to demonstrate knowledge and understanding of the persuasive techniques used in the advert and issues surrounding brand values, brand message, brand personality and brand positioning should inform the analysis.

So please watch this advert a couple of times, discuss with your friends and be prepared to feedback your answers to the whole class, think specifically about the following questions:

  1. Think about how Maybelline created an advert for this product. What elements are used to make this advert?  What media techniques are used in this advert?
  2. What is the brand message and what values does this hold for a modern audience? What makes this advert different?

Have a look at some of the following articles to help your understanding (and note-taking)

https://www.glamour.com/story/manny-gutierrez-maybelline-campaign

https://yourstory.com/2017/01/manny-gutierrez/

Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star

You should also read page 15 of this Media Magazine ed 63 and you could try reading small sections of this academic paper called: Persuasive Techniques used in Marketing and Advertising, a thesis by Elizaveta Baryshnikova

Finally think about how you are going to feedback your ideas and share your notes.

Oh and also . . . don’t forget about how different audiences may interpret the same message in different ways . . . (remember? Stuart Hall and the Theory of Preferred Reading?)

The Language of Moving Image

It is possible to look at the Language of moving image from 2 perspectives 1) TECHNICAL CODES & 2) NARRATIVE. So firstly, make up a table that looks like the one below and in small groups fill in as much information as you can – you will need to watch the clip several times to do this. Upload the completed (shared) table to your blog. You may find this page useful: http://mymediacreative.com/blog/2019/04/20/language-of-moving-image-2/

Technical CodeDenotation (ie what is it – simply describe what you see / hear)Connotation (ie what does it signify)
Setting
Clothing
NVC
Dialogue
Sound Effect
Music
Camera shot size
Camera movement
Editing

Next apply the following 3 narrative theories to the maybeline advert:

  • Todorov’s Theory of Narrative Equilibrium
  • Levi-Straus Theory of Binary Opposition
  • Propp’s Theory of Narrative Characters Types

Again use a table to show your understanding. You may find this page useful: http://mymediacreative.com/blog/2019/04/22/narrative/

TheoristWhat does it mean (in your own words)How does it apply to the advert (in your own words)
Equilibrium
Binary Opposition
Character Types

THE EXAM

  • Look at the exam papers on the planner page.
  • Look at the section A.
  • Section A is focused on LANGUAGE AND REPRESENTATION
  • Section A looks at 3 CSP’s / Media forms:

advertising and marketing
magazines
video games

  • That means we have finished this section!
  • Therefore can you answer the questions from this section (if they were based on this year’s CSP’s? Mens Health, Tomb Raider, Maybelline)

PREPARATION FOR THE EXAM

If this CSP comes up in the exam you can expect your question to be based around discussion of the Maybelline advert mainly on representation of gender, age, ethnicity and lifestyle with opportunities for direct comparison with other advertising CSPs.

  • The way the media through re-presentation constructs versions of reality
  • How and why stereotypes can be used positively and negatively
  • The processes which lead media producers to make choices about how to represent social groups
  • How audience responses to interpretations of media representations reflect social, cultural and historical attitudes
  • The effect of social and cultural contexts on representations
  • Theories of representation including Hall
  • Theories of identity including Gauntlett

Therefore make sure you are confident in this area and to test your knowledge can you present a comparison between this CSP and one other CSP that we have looked at so far. Again think about how you wish to organise your ideas and feedback your presentation.

Make sure you analysis is focused on MEDIA LANGUAGE  and REPRESENTATION. Try to make some insightful points rather than stating the obvious, for example, discuss the use of semiotics, the notion of preferred reading and the concept of self-identity in Modernity (Giddens) see below.

MEDIA MINI MOCK SECTION A

I suggest you look at this post of mine about Media Language to make sure that you understand what it means ie it is much more than spoke or written communication and is specific to each media form.


TASK 2: THEORIES OF REPRESENTATION

Read this extract from a book called Modernity and Self Identity: Self and Society in the Late Modern Age, written by Anthony Giddens.

here is an edited version:

“The reflexive project of the self, which consists of the sustaining of consistent, yet continuously revised, biographical narratives, takes place in the context of multiple choice as filtered through abstract systems. In modern social life, the notion of lifestyle takes on a particular significance. The more tradition loses it hold, and the more daily life is reconstituted . . . the more individuals are forced to negotiate lifestyle choices among a diversity of options. Of course there are standardising influences . . . Yet because of the ‘openess’ of social life today, the pluralisation of contexts of action and the diversity of ‘authorities’, lifestyle choice is increasingly important in the constitution of self-identity and daily activity.”

Can you translate some of his ideas? For example, what is reflexivity? If you need more help you can read this post from my own blog: Representation, Identity & Self

Non-Binary, Intersex, CIS and . . .

Ayesha Tan Jones is a non-binary artist and musician who goes by the stage name ‘YaYaBones’

Once you have thought about this, think about the concept of a ‘non binary identity’. Follow this link to find out more. What does this mean to you? How do you feel about it? What about the concept of CIS? Or Intersex?

Do these concepts help you to understand the idea behind the Maybelline marketing campaign?

Again discuss this with your group of friends, make notes and be prepared to feedback to the rest of the class.

So how is the traditional male representation adjusting to this new world from the perspective of Advertising & Marketing?


CSP 2 MENS HEALTH

The second CSP that we will look at will also fit into key theoretical frameworks of SEMIOTICS, PRINT LANGUAGE & REPRESENTATION. As before, have a look at the products, front cover, contents page and article, and discuss in a small group as to whether you consider these to be RADICAL or REACTIONARY REPRESENTATIONS OF MASCULINITY, AGE, PHYSICAL AND MENTAL HEALTH AND . . .

This is an in-depth CSP and needs to be studied with reference to all four elements of the Theoretical Framework (Language, Representation, Industries, Audience) and all relevant contexts.

Print: Magazine. The magazine should be studied in depth – the front pages and extracts from the Jan/Feb 2017 edition must be studied are shown the pages following this information.

You will also need to study the magazine in relation to Media Industries and Media Audiences. This means looking beyond the specific edition to consider issues of ownership, production, funding, technologies and regulation (Media Industries) and targeting, marketing, sales and readership, audience interpretation, fulfilment, uses and gratifications ideas and theories (Media Audiences).

Media Language

The magazine front cover and specified content should be analysed in terms of the composition of the images, positioning, layout, typography, language and mode of address etc. this will then provide detailed evidence for application of the other theoretical frameworks

Semiotics: how images signify cultural meanings

Narrative and Genre

The genre conventions of the magazine cover will need to be studied. While narrative may be more familiar to students as an approach to apply to moving image forms, it can also be very
productively applied to print media as a way of examining audience targeting, positioning and interpretation.
• Consider the way the front cover creates a narrative about character and lifestyle in order to
attract an audience
• The way in which the cover stories create enigma and anticipation for the reader – to be fulfilled by reading on.
Narratology (Structuralism) including including Todorov, Lévi-Strauss

The cover and specified content can be analysed in the context of genre in terms of conventions of layout and composition – which will overlap with analysis of visual language – but also as part
of the genre of men’s health and lifestyle magazines.

Genre study would include an analysis of the conventions of magazine front covers – a study which would overlap with visual analysis and audience positioning. Students should extend their genre approach by analysing the conventions of content of the
magazine.

Genre theory including Neale

Media Representations

Clearly the key areas of representation suggested by the magazine are to do with gender, primarily masculinity but also how this affects the representation of women. For example:

  • The emphasis on male beauty and grooming challenges some conventions of traditional stereotypes of masculinity.
  • The types of images selected refer to concepts of hyper-masculinity and gender as performance
  • Men as object of a homosexual and heterosexual gaze
  • Theories of representation including Hall
  • Feminist theories including bell hooks and Van Zoonen
  • Theories of gender performativity including Butler

Media Industries

The main focus for industry for this close study product is Hearst publishing, the multinational conglomerate which publishes Men’s Health and a range of other fashion and lifestyle magazines.

This will provide a case study of a commercial media institution where the primary – though not sole – focus is print.

• Case study of Hearst as a conglomerate.

• Developments in new technology mean that many of their brands are now online as well as in print – including the Men’s Health website.

• Institutional strategies for keeping print popular and relevant in the contexts of developing technology and competition from other brands.

• Cultural industries including Hesmondhalgh.

Media Audiences

As ever the theoretical framework of audience intersects with the study of visual codes and genre crucial to analysing mode of address and techniques of persuasion with the front cover functioning

as a form of advertising.

• The mode of address can be analysed through the visual and written codes

• Study of target audiences in terms of demographics and psychographics for magazines – publishing companies provide a great deal of data online in relation to their audience research for specific publications.

• The way in which different audience interpretations over time reflect social, cultural and historical contexts.

• Reception theory including Hall

Social and cultural contexts

Men’s Health magazine represents a notable social and cultural shift in expectations of contemporary masculinity (a shift which could be usefully compared with the advert for Score Hair cream). The study of Men’s Health can be linked to social and cultural contexts through reference to body image and changes in what society deems acceptable and unacceptable representations.

Task 1: The Tomb Raider games cover and the Men’s Health magazine are both print products. But they are different media forms. As such, using the Language of Print terms (see last post on Tomb Raider), make a Venn Diagram that clearly shows the similarities and differences between these two different print media forms.

Task 2: Define the following key words on a new blog post.

• Positive and negative stereotypes
• Counter-types
• Misrepresentation
• Selective representation
• Dominant ideology
• Constructed reality
• Hegemony
• Audience positioning

You should also consider some ideas on identity proposed by David Gauntlett, see his site Theory.org for more information, where he talks about: ‘Theories of identity [associated with representation]’ which from me would be the ideas around, people having a route to self-expression, and therefore a stronger sense of self and participation in the world, through making & exchanging . . .

• Fluidity of identity
• Constructed identity
• Negotiated identity
• Collective identity

Task 3: Write up a 750 word formal essay (ie beginning, main body and conclusion) that compares the representation of gender in both Mens Health and Tomb raider (draw on all of the pages and not just the front cover). Use key language and specifically show your knowledge of: 1. SEMIOTICS, 2. PRINT LANGUAGE, 3. REPRESENTATION & 4. AUDIENCE THEORY. This question is based on question 2 in your AS exam.

The question is marked out of 20. Click on the mark scheme below to see how it is assessed and look at some of the essay support documents

Post this on your blog by 9:00 on Wednesday 30th October.

GUIDANCE: Compare the specific choices that have been made in the representation of gender in the two products. In your answer, you must consider:

  • how gender is represented through processes of selection and combination
  • the reasons for the choices made in the representation of gender
  • the similarities and differences in the representations of gender
  • how far these representations are influenced by historical, social and political contexts of media.

Think about the following before and after you have completed your essay.

  • Go back to your notes on the key words, phrases and ideas; reflect, expand, develop and extend your thinking and your definitions. Look at notes from other students to help you develop your thinking.
  • Look at the CSP’s in more detail, try to uncover something more than the obvious or the predictable.
  • Try to structure your essay so that one point links to the next and helps to build up an overall argument rather than a series of individual points. Use a range of connecting / link words (see work document uploaded to the Men’s Health post)
  • Use more subject specific terminology – ie key media studies words.
  • Draw upon all key theoretical areas: semiotics, media language, representation, audience theory.
  • Show evidence or wider reading – my blog, the articles and videos posted etc as well as your own individual research.
  • Make sure your essay has an introduction and a conclusion.
  • Look to identify contradictions, confusions and difficulties – this kind of essay is not straightforward or easy, so engage and try to resolve the complications.
  • Make sure your essay is long enough to really convey your argument and that you use formal language throughout.

Audience Theories

A key theoretical debate is the extent to which the media influence our ideas and opinions. In the first instance, RECEPTION THEORY (developed by George Gerbner based around research on TV viewing) suggests that exposure to reinforced messages will influence our ideas, attitudes and beliefs.

On the other hand Stuart Hall suggests that messages are actually ENCODED AND DECODED.

Stuart Hall went on to suggest that audience actually decode and interpret messages in different ways. He calls this the THEORY OF PREFERRED READING and puts forward the argument that audiences either accept the dominant reading of a text (A DOMINANT READING) or they reject the dominant reading of a text (AN OPPOSITIONAL READING), or they take up a reading somewhere in between (A NEGOTIATED READING).

CSP 1: tomb raider

A key Theoretical Framework for this media course is REPRESENTATION.

We can link this theory to the first 3 CSP’s (Mens Health, Tomb Raider game cover and Boss Life. Close Study Products are the media texts that you will be examined on in your exam. There are 9 in total.

CSP 1 TOMB RAIDER

The study focuses on:

Semiotics and the Langauge of Print

One way to look analyse this image is to think about The Language of Print & The use of Semiotics. So Task 1: apply as many key terms from SEMIOTICS AND PRINT LANGUAGE to the front.

  • Photograph
  • caption
  • Illustration
  • Logo
  • Crop
  • Depth of field
  • Perspective
  • Shutter speed
  • Colour
  • contrast
  • Texture
  • Setting
  • NVC
  • Font type
  • Font size
  • Serif / sans serif
  • Colour
  • Italic/bold
  • Underline
  • Title banner
  • Heading
  • Subheading
  • Leading line
  • Tag-line
  • By line
  • Structuring / sequencing
  • Institutional information
  • Adverts
  • Rule of 1/3rds
  • Blank/white space
  • Size
  • Position
  • Orphans/Widows
  • Gutters/borders
  • Juxtaposition
  • Hard lines
  • Graphic feature
  • Watermark
  • Drop cap
  • Columns
  • Paragraphs
  • Plugs / Ears
  • Page numbers
  • Date issue no.
  • Colour blocks
  • gradient

Key language:

Semiotics

  • Sign
  • Code
  • Convention
  • Dominant Signifier,
  • Anchorage

Ferdinand de Saussure:

  • Signifier,
  • Signified,

C S Pierce:

  • Icon,
  • Index,
  • Symbol

Roland Barthes:

  • Signifcation,
  • Denotation,
  • Connotation
  • Myth

You will also need to understand these key terms:

  • Ideology,
  • radical
  • reactionary
  • Paradigm,
  • Syntagm,

Representation

Another theoretical approach is to analyse the front cover (and the game) in terms of representation. In other words, what connotations, meanings and ideas are presented here? One way to approach this is to think about the Dominant ideas or ideologies in societies and think about whether this game reinforces or challenges these dominant ideas. In other words, is this a radical or reactionary text?

Task 2: In a pair or small group discuss your own ideas with regard to above and feedback to the class as a 2 minute digital presentation. Your ideas must be supported by EVIDENCE AND KEY LANGUAGE. Upload your presentation to your blog.

POINT

What are you trying to say?

EVIDENCE

Key language (above)

the front and back cover

the article below

the videos below

CONCLUSION

Reflect on your point – are you totally convinced by your evidence? Is it possible to find and present a counter-argument?

Does it lead to another idea or point?

Do all of your points add up to a ‘meta’ / overall argument?

Read this first to help you get some ideas: https://www.bigfishgames.com/blog/tomb-raider-body-image-lara-crofts-changing-look/ copied below link

Audience Theories

A key theoretical debate is the extent to which the media influence our ideas and opinions. In the first instance, RECEPTION THEORY (developed by George Gerbner based around research on TV viewing) suggests that exposure to reinforced messages will influence our ideas, attitudes and beliefs.

On the other hand Stuart Hall suggests that messages are actually ENCODED AND DECODED.

Stuart Hall went on to suggest that audience actually decode and interpret messages in different ways. He calls this the THEORY OF PREFERRED READING and puts forward the argument that audiences either accept the dominant reading of a text (A DOMINANT READING) or they reject the dominant reading of a text (AN OPPOSITIONAL READING), or they take up a reading somewhere in between (A NEGOTIATED READING).

Task 3: Go back to your statement of intent and write up – in continuous prose – your ideas around ‘representation’ and ‘audience theory’ in reference to your NEA (specifically your games magazine front cover)

  • the dominant ideological representations in your product (ie radical / reactionary) and
  • the way in which your audience could theoretically engage with your product (ie apply audience theory to your product)

Remember you can use this information when you revisit and revise your statement of intent.

audience theory

Basic audience theory is looking to investigate the relationship between ENCODING (the way that a message is CONSTRUCTED and DELIVERED) and DECODING (the way in which a message is RECEIVED and/or DECONSTRUCTED).

ENCODING . . . . . DECODING

follow this link for wiki info on Encode / Decode model (Stuart Hall)

Audience Theory and your NEA

When companies develop a new product they often construct a prototype or pilot around an ideal consumer. So for TASK 5: go back to your post that has your initial sketch and your initial ideas written up and describe the ideal consumer for your product. To help you could watch the video below which looks at the audience theory that suggests media products satisfy the USES AND GRATIFICATIONS OF THEIR TARGET CONSUMERS, in that sense, what are the uses and gratifications of your product/target audience, as ideally these should be matched.

A few slides from a presentation that we looked at earlier in the year. The full ppt can be found downloaded below

Young and Rubicam’s Psychographic Descriptors