-Semiotics, signifier, codes and conventions.

-Positive and negative stereotypes/ reactionary and radical.

-Manufacturing consent, mass media filters e.g. we are the product of advertisement.

-Dominant ideologies – stereotypes.

-Identity through negotiation, constructed. Fluidity of identity.

-Audience position, misrepresentation links to representation.

-Key feminist thinking- Laura Mulvey the mail guys.

the school of life’s video “how to be be a man” presents the cool man and the warm man, this links to gauntlets notion that identity is fluid and negotiated. Although this isn’t a theory we can can see example of the cool man and the warm man in Men’s health

for instance:

	What do you know about?	What meaning or understanding do you have to their ideas, how can you apply to CSP?
Noam Chomsky	-Five filters of the mass media machine -Structure of ownership, the role of advertising, links with the establishment, divisionary tactics, uniting against a comment enemy.	-Chomsky explains how propaganda and systemic biases function in corporate mass media. The model seeks to explain how populations are manipulated and how consent for economic, social, and political policies, both foreign and domestic, is “manufactured” in the public mind due to this propaganda. -Using the 5 filters; >1: Mass media conglomerates owning multiple newspaper brands via vertical or horizontal integration >2: Advertisement supposedly selling us a product in reality we are the product, adverts buy our attention. 3>: Media distributors are in debt with those in power so majority write for them. >4: Those that go against will be discredited or pushed to the margins. >5:
James Curren	Distribution and media regulation.
Habermas	Created the theory of the public sphere.	-The theory that the public sphere which was public debates and discussions about many diversing ideaologies turned into a priavte sphere where people believe false news or everything tyhey read failing to understand
David Gauntlet	fluidity of identity: constructed identity- changed and altered throughout experienced collective- specific groups such as ethnicity. negotiated identity- fluidity-  an identity that has the potential to be changed and shaped frequently in many directions.
Lasswell	Passive consumption model, (who, says what, through what channel, to whom, with what effect) Adapted by Shannon and Weaver adapted adding, noise, feedback, communication.	To apply it to the passive people to get more attention from viewers who won’t think about what they’re buying. Who: Hearth CFO Men’s health. Says what: see media pack Channel: online, print, socials. To whom: active men who persue a healthy lifestyle. Why: To sell magazines
Lazarfield	filtered through influential opinion leaders who interpret a message and first and then relay them back to the mass audiences. Step Flow Model.
Uses and Gratification	-information / education -empathy and identity -social interaction -entertainment -escapism
Staurt hall	-active consumption -“Reconstruction Work: Images of Postwar Black Settlement”, –	For Hall, culture was not something to simply appreciate or study, but a “critical site of social action and intervention, where power relations are both established and potentially unsettled” Page 94 95, dominant: the men want to be fit and active and to gain muscle and agree these foods are the best to bulk — nothing has a representation until the media represents it to try and create a fixed meaning to which the audience can argue against; for example people being perceived as trouble makers from repeated stereotypes of them represented in the media to which using Hall’s receptive theory we can go the three ways, eg.. negotiated
George Gerbner	television programming and how these changes affect viewers’ perceptions of society.  mean world syndrome to describe the fact that people who watch large amounts of television are more likely to perceive the world as a dangerous and frightening place.[8]	Mainstreaming: the excessive consumption of media products the more you will conform to the medias ideologies,,, eg. mens health- no other than Christianism presented, mostly men, mostly white, mostly middle aged, abled body people. Shirkley: disagrees by saying modern day has the end of the audience theory- society have become more active and fragmented as apposed to passive consumption of what the media puts out.

Command words:

Describe: To say or write what someone or something is like without explaining why.

Compare: Finding a difference between two things through similarities and differences.

Evaluate: Describe the benefits and or drawbacks of ideas with an explanation of why with the backup of evidence.

Analyse: Explain in close detail to achieve an accurate representation of something.

Knowledge: Vague outline of an idea or concept.

Understanding: To be able to apply knowledge to different situations as you have deeper knowledge about the idea or concept.

I aim to produce a newspaper front cover to show the social media and its affects on mental health for young teenagers growing into their older years

I chose this because it is quite a worldwide relatable topic that has popped up in the past a few times so will be quite accessible to find statistics and facts about it, and also for the photo i will input into the front cover can be quite simple so i can focus more on the content and layout using Indesign

In terms of design I will be referring to our CSP’s the I and the Daily Mail for inspiration relating to the layout and also ideas on where to place my banner, masthead and how short/long my supporting text columns could be.

Underneath i will have my body text at around 100-200 words where i will include facts and statistics integrated throughout, in addition to literary devices such as three word statements to produce audience attraction and impact/drama to keep the reader interested – this benefits the media exhibition as Livingstone and Lunt theorised that newspapers regulate in favour of the consumers above citizens.

I want my image to speak for itself in the way it is simple but relates obviously to my main idea of the content.

Q7 Media Paper 1: Ideology can be defined as a collection of values and beliefs. To what extent do media products target audiences by constructing an ideological view of the world?
You should refer to your newspaper Close Study Products, The i and The Daily Mail.

Intro

Chomsky explains how propaganda and systemic biases function in corporate mass media. The model seeks to explain how populations are manipulated and how consent for economic, social, and political policies, both foreign and domestic, is “manufactured” in the public mind due to this propaganda, the printing press- created in Germany in 1440 by Gutenberg – made it much easier for the public to express their different views and ideologies, through study this was known as the development of the public sphere, to which Chomsky shows the mass production of media forms closed that sphere and became a tactical output to manipulate the publics consent and beliefs.

Stereotypically there are two ends of a political spectrum, authoritarianism in countries such as China, and libertarianism in countries such as the US, however Chomsky says that we are being controlled by the mass media (because people in power produce their ideologies and distribute it through mass media) to manufacture the general publics consent- in addition to big conglomerates owning most mass media; heavily reducing the public sphere by narrowing the beliefs of other companies and people, since people are being told “facts” from media without comprehending the idea that media will also have a political compass. The I for example might seem more leftist however it is still right winged just less right winged from the daily mail – both are owned by DMGT which the 4th Viscount Rothermere is the chairman for (70% of newspapers are owned by just three companies which breaks Habermas’ theory of the public sphere)

Livingstone and Lunt argue that the interests of citizens and those of consumers cannot be easily merged, that there is an increasing tendency in recent UK regulation policy to place the interests of consumers above those of citizens, perhaps giving newspapers are role in entertainment and advertising over education for the general public. Curran expands in his studies that the primary democratic role of the media is to act as a watch dog, big rich companies have more power and giant conglomerates all own the newspapers and enforce a political compass/ viewpoint onto the newspapers, breaking the theory by Habermas public sphere and reducing the expression between people of our own ideas and opinions: Curran writes that “Instead of providing conduit for rational critical debate, the media manipulated mass opinion”. A political economical approach to the media argues that, patterns of ownership and control are the most significant factors, in how the media operates, such as in Chomsky’s 5 filters of the mass media machine theory, this is showing how links to the establishment such as media representors or distributers are in debt and work with the people in power, those who go against them are pushed to the margins and not seen as much as a divisionary tactic, to keep the political compass presented on the news in a fixed position. This also gives the impressions there are newspapers and media products that have different viewpoints and ideologies however i am going to be arguing with both of those newspapers who are both owned by the same company, how the difference in content can trick people in to thinking they have different ideologies.

The daily mail:

The daily mail uses a handful of Roland Barthes theory on semiotic signs to represent subtly their ideas and political viewpoint without making it blatantly obvious towards the public. For instance, on the front page “Joyous Jubilee” with a picture of the queen smiling, this syntagm of signs show their support for the royal family, the queen smiling is indexical to joyfulness surrounding there royal family and the word joyous in the tagline furthermore supports the statement, this is a more right winged compass as someone on the more left side would be questioning about things such as the tax pay towards the celebration, and by looking at institutional evidence against the daily mail, I have been able to infer that The Daily Mail’s ownership supports the UK conservative party, and the paper prominently supports Brexit. For example, according to a Reuters Article, the Daily Mail blatantly labelled judges ruling against the Brexit decision as “enemies of the people.” This is furthermore enhanced by the font used in the banner of the newspaper being an olden fashioned calligraphy styled font, almost like chainmail which indexically signifies the imagery of knights, royalty and monarchy- or an olden fashioned view point which reflects affectively on the papers political compass. This points out their views on the conservative party (right) which sets the political compass for the rest of the newspaper. Another piece of institutional evidence shows that Daily Mail scored an average Factual Grade of 39.7%. This is well below the average of 61.9%, and shows the inaccuracy of “facts” and “news” the public are consuming and believing everyday, being subtly manipulated into believing news that benefit the conservative party. The Daily mail also has a more authoritarian stance, by using an editorial (one voice over other voices) can be a represented of an authoritarian society however in general narrows the views of other people and the public sphere by only allowing one belief to be represented throughout the newspaper and furthermore, institutional evidence can show their authoritarian and right winged viewpoint such as third-party assessments from media bias organizations such as AllSides and Media Bias/Fact Check. Based on this data, The Factual assigns Daily Mail a “Right” bias.

Chomsky says to keep an eye out for the five filters of the mass media machine that are trying to manufacture consent, I believe that the most prominent filter one is links to the establishment, Lord Rothermere was also friends with Adolf Hitler which we can say is a link to the establishment regarding Chomsky’s theory of the 5 mass filters of media. As the public gains knowledge from the media- they are also being programmed through advertisement and media exhibition (Laswell’s passive consumption model- hypodermic model) to view the world through the political compass of the media product. Building on Lasswell consumption model Shannon and Weaver adapted the model and introduced the idea of noise and error disrupting the passive model, active consumption can be enabled by educating yourself about the tactics of the media and start thinking your own thoughts and to keep an eye out on the Chomsky theory of 5 Filters on the mass media machine- and how those filters prevent media from representing all sides of the political compass and how they are mostly right winged authoritarian. Through vertical and horizontal integration (structure of ownership) we can see that the Daily Mails owners (DMGT) also control the next CSP and therefore is showing the control that mass conglomerates have over the ideologies presented to the public, which i will expand on in the I analysis.

The I:

The I presents are more leftist/libertarianism view in comparison to the daily mail, and overall has less right-authoritarianism representation throughout the newspaper, however this doesn’t make it completely left. Chomsky describes through links with the establishment (media representors or distributers are in debt and work with the people in power, those who go against them are pushed to the margins and not seen as much.) and divisionary tactics (People and other media sources who aren’t helping the people in power are divided away by flack, other sources discredit their views and divert the story onto something else to make the opposing media seem unreliable.) how dangerous it is to work against the people in power, if you want to sell newspapers or any media it is already described by hesmondhalgh as a risky business but is furthermore enhanced when you go against someone in power and then get discredited as a reliable source, as well as the I being ran by the same company, there isn’t a reason for the same company to produce two newspapers on different ends of the political spectrum.

The front cover of the I shows beliefs against the conservative party. ‘Johnson future turning toxic for Tories’ seems to be against Conservative / Boris Johnson which is a more leftist view, in addition to the huge institutional evidence that the i represents beliefs that go against the conservative party: Nick Clegg, former UK Deputy Prime Minister and former leader of the Liberal democrats , a centrist party, is a fortnightly columnist for the i. His column usually features in the “My View” comment section of the paper. Secondly, during an interview for the i in December 2017, then Labour leader, Jeremy Corbyn declared himself to be a dedicated reader of the i, saying that its compact size and concise articles suited his busy lifestyle as Leader of Her Majesty’s Opposition. The i does not have voice of editor like the daily mail, but an ‘Opinion Matrix’ instead, basically a range of different voices and opinion – creating so much more freedom in voice and thought and enhancing Habermas theory on the public sphere. This clearly benefited the newspaper as institutional evidence suggests In March 2019, the i overtook The Guardian to become the most trusted digital news brand on-line, and third in print. Overall i do think the i has a more left libertarian political compass however they wouldn’t ever promote an extreme left belief that would harm their link to the establishmen.

Chomsky explains how propaganda and systemic biases function in corporate mass media. The model seeks to explain how populations are manipulated and how consent for economic, social, and political policies, both foreign and domestic, is “manufactured” in the public mind due to this propaganda.

Stereotypically there are two ends of a political spectrum, authoritarianism in countries such as China, and libertarianism in countries such as the US, however Chomsky says that we are being controlled by the mass media (because people in power produce their ideologies and distribute it through mass media) to manufacture the general publics consent- while big conglomerates also own most mass media heavily reducing the public sphere by narrowing the beliefs of other companies and people, as people are being told “facts” from media without comprehending the idea that media will also have a political compass. The I for example might seem more leftist however it is still right winged just less right winged from the daily mail – both are owned by DMGT which the 4th Viscount Rothermere is the chairman for (70% of newspapers are owned by just three companies) and Lord Rothermere was also friends with Adolf Hitler which we can say is a link to the establishment regarding Chomsky’s theory of the 5 mass filters of media. As the public gains knowledge from the media- they are also being programmed through advertisement and media exhibition (Laswell’s passive consumption model- hypodermic model) to view the world through the political compass of the media product. Building on Lasswell consumption model Shannon and Weaver adapted the model and introduced the idea of noise and error disrupting the passive model, active consumption can be enabled by educating yourself about the tactics of the media and start thinking your own thoughts and to keep an eye out on the Chomsky theory of 5 Filters on the mass media machine- and how those filters prevent media from representing all sides of the political compass and how they are mostly right winged authoritarian. Link to Roland Barthes and semiotics presented in the media and how that manipulates public consent.

The 5 filters of the mass media machine:

 1.Structure of ownership

Most media companies are concentration of ownership through vertical and horizontal integration, most media owned by mass media conglomerates.

2.The role of advertising

To produce money to cover the cost of production and distribution of Media through advertisement and sponsors.

You need advertisers to fill the cash gap, we buy media for cheaper than it will ever be produced, and advertisements are being sold to us, but we are being sold to advertisers by mass media and we are the product.

3.Links with the establishment

Media representers or distributers are in debt and work with the people in power, those who go against them are pushed to the margins and not seen as much.

4.Divisionary tactics- ‘flack’

People and other media sources who aren’t helping the people in power are divided away by flack, other sources discredit their views and divert the story onto something else to make the opposing media seem unreliable.

5.Uniting against a ‘common enemy’

Your enemy’s enemy is your friend, uniting against something we don’t like, media exploiting and stereotyping something that is commonly disliked in the area to attract attention and exhibition.

REGULATION THEORY (LIVINGSTONE AND LUNT)

Regulation- This is the control over products in the media industry.
Regulation Theory

• A key aspect of the theory is the underlying struggle in recent UK regulation policy between the need to further the interests of citizens on the other hand, and the need to further the interests of consumers on the other. 
• This is shown through Ofcom which regulates UK media. The main regulatory duties of Ofcom  appear to address the needs of citizens while others seem to address the needs of consumers. 
• Linvingstone and Lunt argue that the interests of citizens and those of consumers cannot be easily reconciled. This suggests that there is an increasing tendency in recent UK regulation policy to place the interests of consumers above those of citizens. 

Curran and Seaton’s power and media industries theories
A political economical approach to the media argues that, patterns of ownership and control are the most significant factors, in how the media operates (this creates bias).Rich people like owning the newspapers because they like controlling people’s opinions. (media and news is very political due to the ownership of them. This creates a bias in the political views. The rich people like owning the media as they like to control people’s opinions.)

in most media industries we are dominated by a small number of giant conglomerates.

This theory says that- These companies are all about profit and power

concentrated ownership of large companies like the big six results in lack of choice, lots of the same product- The products they make tend to be quite repetitive, similar and there isn’t a big choice or diversity, because it is all about profit and power. If a film company makes a very successful action movie, they will want to continue that profit and keep the power, so it is very tempting for them to make another with exactly the same storyline.

The primary democratic role of the media is to act as a watch dog, big rich companies have more power and giant conglomerates all own the newspapers and enforce a political compass/ viewpoint onto the newspapers, breaking the theory by Habermas public sphere and reducing the expression between people of our own ideas and opinions – “” input quote.

“From it can be extrapolated a model of a public sphere as a neutral zone where access to relevant information affecting the public is widely available.”