TV – No Offence and The Killing

No Offence	The Killing
– produced by abbott vision – distributed on channel 4 – publically owned but privately funded – channel 4 remit – ‘to create change through entertainment’ – 2.5m views when first aired – broadcast on national broadcast channel France2 – 5.5m viewers – boxset available on All4	-Consumed on DR1 – brought to the UK on BBC4 in 2011  -DR1 is a PSB  -‘BBC4’s primary role is to reflect a range of UK and international arts, music and culture’  -nordic noir genre – bleak setting, violent themes, progressive attitudes towards gender, sexuality, female lead, flawed protagonist, political corruption  – Over 120 countries purchased first 2 series – US series made by AMC in 2011
tripartite structure quest narrative stereotypes encoding/decoding diversity resonance agenda setting pluralism socialisations	tripartite structure quest narrative stereotypes encoding/decoding PSB globalisation resonance agenda setting socialisations
Todorov: condensed equilibrium – disruption begins when Dinah starts chasing the suspect lack of new equilibrium = conventional of TV series Bathes: action code – Dinah sees suspect and chases him enigma code – running away of suspected criminal at end of ep cultural code – exploitations of down’s syndrome people – suggests its an issue in wider society Neale: hybrid – police procedural/ comedy Hall: subverts traditional stereotypes by representing women in dominant position – promotes female empowerment however, stereotypes disabled people by representing their harsh treatment in society – however, used to draw attention to inequalities rather than exploit it Gerbner: does depict mild violence as well as social realism – therefore narrative could make audiences prone to ‘world syndrome’ may encourage violence towards down’s people Hall: producer encode – subvert harmful stereotypes, create a light-hearted crime drama audiences decode: – preferred – interprets what the producer intended – oppositional – could view the victimisation of down’s syndrome people as demeaning	Todorov: condensed equilibrium – disruption begins when nanna is first suspected of being missing lack of new equilibrium = conventional of TV series Bathes: action code – when nanna, unknown at the time is running from someone enigma code – audience questions who she is running from Levi-Strauss: binary oppositions between police and politicians – represents politicians as suspicious, evil = conventional od nordic noir binary oppositions between detectives – one is serious, one is more light hearted = heightens tension Neale: hybrid genre of police procedural/ thriller/ nordic noir Hall: subverts traditional stereotypes by representing women in dominant position – promotes female empowerment however, representation a sexually exploited girl is conventional of female represntations – however by drawing attention to in equalities rather than exploite them Van Zoonen: does not represent women’s bodies as an object – lund is represented with ‘rationality’ and ‘individualism’ of a man whilst nanna’s victimisation can be seen as possessing conventional weakness of feminimity, the plot point is used to draw attention to violence against women rather than encourage it hooks: but televising the issue of female violence, TK aims to educate and expose patriarchal oppression of women, however does not represent divisions other than feminism eg racism, classism Hesmondhalgh: star formatting to appeal to ready made audiences – EG Lars Mikkelsen – Sherlock, House of Cards – brings more culture to English TV  Gerbner: does depict mild violence as well as social realism – therefore narrative could make audiences prone to ‘world syndrome’ may encourage violence towards women Hall: Preferred – innovative and engaging Negotiated – innovative but dragged out due to long form TV Oppositional – boring/ too dark

Language	website codes and conventions: -masthead – dominant signifier, ‘teen VOGUE’ promotes vogue where new meets traditional, red font symbolic sign – implies female audience -adverts – on homepage, below menu – immediate – provides funding for magazine -menu bar – sets agenda, what the website covers – ‘style’ first so most important/focus, ‘politics’ second shapes audiences viewpoints Neale genres change as society and culture changes – genres are historically specific and reflect/represent changing ideas, attitudes, values and beliefs of society lifestyle magazine – depicts many elements of lifestyle – ‘style’, ‘politics’, ‘culture’ etc -‘politics’ not traditional element of lifestyle mag, became an element when women became more exposed politics (through media) therefore TV has adapted to audiences changing attitudes to culture/society Narrative non-linear narrative – selection of unrelated articles no meta-narrative – instead collection of micro-narratives narrative creates ideology that there are issues surrounding ‘politics’/’culture’, also suggested by slogan ‘Rise, Resist. Raise your Voice’, which needs to be raised and made apparent to female audience, use of ‘style’ material for EG makes the content more digestible, entertaining for reader
Representation	magazine values: left-wing, pro-LGBTQ+, pro-life etc representations: all ages, all ethnicities, all genders, all sexualities – ages: ethnicities: ‘Can Brown Girls Every Like Ourselves on TV?’ (Jan 2023) genders: ‘Robert Pattinson Opened Up About ‘Insidious’ Body Standards for Men in Hollywood’ (Jan 2023) sexuality: ‘Noah Schnapp Came out as Gay on TikTok’ (Jan 2023) BUTLER style section shows ‘fashion’, ‘beauty’ ‘shopping’ etc… – traditionally female performances style section shows ‘fashion’, ‘beauty’ ‘shopping’ etc… – traditionally female performances However: ‘politics’ menu suggests women are more than just their interests in ‘fashion’ and ‘beauty’ etc… overall: Although Teen Vogue has been successful at creating an androgynous side to their audiences by not conforming to fixed genders, they are after all a fashion magazine meaning they still do reinforce certain eurocentric beauty standards Gauntlett media provide us with ‘tools’ or resources that we use to construct our identities modern media offers us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas reflex identity construction: audiences can ‘borrow from these stories when shaping our narratives of the self’ representations: all ages, all ethnicities, all genders, all sexualities – ethnicities: ‘Can Brown Girls Every Like Ourselves on TV?’ (Jan 2023) genders: ‘Robert Pattinson Opened Up About ‘Insidious’ Body Standards for Men in Hollywood’ (Jan 2023) sexuality: ‘Noah Schnapp Came out as Gay on TikTok’ (Jan 2023) representing a collection of identities – allows people to build upon their identity and therefore gain sense of self (link to uses and gratifications?)
Industry	Teen Vogue is part of the Conde Nast publishing group, and was first produced in print edition in 2003 as a sister publication to Vogue. Conde Nast claims with Teen Vogue they ‘educate, enlighten, and empower young people, arming them with all they need to lead stylish and informed lives’ Conde Nast as a conglomerate: horizontal and vertical integration – they own a number of publications/magazines Conde Nast (distributer) owns the exhibitioners 2017, it was announced Teen Vogue would cease in print and continue online-only as part of a new round of cost cuts – show how institutions respond to changes in consumption like Vogue, it used to include only stories of celebrities and fashion, however expanded its focus to include politics and current affairs in order to adapt to changing climate of the media landscape as a result of consumers needs and wants The Atlantic magazine claimed: ‘Teen Vogue is doing a better job of covering important stories in 2016 than legacy news publications.’ how teen vogue has adapted to changing media landscape: as well as a website they also have: facebook, instagram ,twitter, tiktok and pinterest – use of digital platforms to expand the output and reach of the products demonstrates how institutions have responded to the impact of new technology WEBSITE: 6.2 million visits (Dec 2022), 12M unique users IG: 4.1m followers (Jan 2023) regulation not regulator to monitor online content Curran and Seaton the media is controlled by a small number of global conglomerates primarily driven by the logic of profit and power – this concentration limits variety, creativity and quality Conde Nast assets: 8 print titles including Voge and AD, as well as 12 digital titles including Teen Vogue (obvs), Glamour Large market share results in lack of diversity within content however, minimises risk for company Hesmondhalgh ‘risky business’ makes us aware of why companies want larger market share (link to C&S), claims: -audiences tastes are continuously adapting which makes predicting their needs and wants nearly impossible – online magazine articles limited consumption capacity meaning the huge sums of money invested in creating media products result in only a one time reward therefore Conde Nast’s concentrated use of horizontal integration is arguably to reduce these risks C&S claim benefits of HI: Production costs can be minimised, Resources can be shared, Market can be controlled
Audience	audience ‘3.4x more likely to be 18-24’ total audience reach 18.5m target audience: young people/ teens, mainly girls – TEEN Vogue how TV appeals to target audience: -girls – under ‘style’ menu – ‘beauty’, ‘fashion’ – link to Butler -young people – use of slang/online communication language EG ‘lol’, headlines which refer to pop culture on homepage EG ‘Kylie Jenner finally reveals her baby boy’s name!’ (Jan 2023), use of social media Shirky End of Audience – audience has become more active new/digital media has had a profound effect on the relations between media and individuals media consumers have a now become producers who ‘speak back to’ the media in various ways, as well as creating and sharing content with one another TV’s use of online website and social media platforms shows how they have adapted to the changing demands of the audience – to have a voice readers are able to interact with the website, comment on social media posts and share stories McQuail and Blumler uses and gratifications – active selection believe consumers have a free will to decide how they will use the media and how it will effect them and therefore recognises the decision making process the audience take, highlighting how they seeking specific uses and gratifications when consuming media audience may want to IDENTIFY with ideas presented top them or seek a new IDENTITY – EG identity drop down menu provides stories surrounding: -‘health’, ‘sex and relationships’, ‘wellness’ etc… -‘Health Care for Transgender Adults Becomes New Target in 2023 Legislative Session’ (jan 2021) audience may want to EDUCATE themselves on politics/political climate of the world – EG politics drop down menu – ‘environment’, ‘justice’, ‘government’ -”Greta Thunberg was Detained by Police at a Climate Protest in Germany’ (Jan 2023)
Context	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

Language	codes and conventions news stories, in-depth interviews, opinion pieces and investigations the header consists of a logo, which links to the homepage, a horizontal menu with the main categories, a subscription button, and the social media links if you hover over any of the main categories on a larger device, a submenu will appear This straightforward interface enables users to quickly understand the structure of the website and to navigate to the sections which are relevant to their interests homepage and category pages contain a collection of links to the news stories making the headlines, use of cards is a very popular convention in website design – inspired by social media. appeals to contemporary audiences  cards are organised into grids – a layout which echoes the traditional frontpages of newspapers and is frequently used for online newspapers, magazines and blogs, appeals to traditional audiences headlines and captions provide anchorage The social share buttons are provided by the AddThis – a company which aims to help businesses “develop a more personal and effective relationships with their current and future customers”- a subtle way to encourage readers to share the articles on their own social channels and become ambassadors for The Voice. also comment section Neale genres change as society and culture changes – genres are historically specific and reflect/represent changing ideas, attitudes, values and beliefs of society black lifestyle/news social and political context of the early 1980s -clashes between police and black youth – generated the idea that black people were criminals EG more likely to steal, use drugs, start fights etc -1981 – Black community targeted by SUS Laws -1970s – NF gained support of disillusioned of white youth leading to radical attacks and violence changes in attitudes towards society formed new genre which had a focus on BLACK lifestyle/news Todorov narratives share a basic structure that involves a movement from one state of equilibrium to another The idea that the way in which narratives are resolved can have particular ideological significance underlying metanarrative – narrative surrounding issues faced by black people and the plight to establish equality series of micro-narratives, which follow Tripartite structure and make up the overall metanarrative: EG ‘Africa Diaspora hunger crisis’ (Jan 2023) equilibrium (condensed) – reader goes onto website and sees article headline disruption – ‘world hunger increased from 8.0 percent …to 9.8 percent’ between 2019-2021 new equilibrium – audience is educated on the issues facing their community and will feel encouraged to help
Representation	“committed to celebrating black experience”  and aims to deliver “positive change” by “informing the black community on important issues”. They value black people and like to make them feel superior and strong and independent. They bring racist issues and discrimination problems to the light to relate to their specific audience. purpose: The issue of police racism and harassment being the defining story. Mainstream media was not reporting the issue or framed it through the perspective of the police, government and lawmakers. Before the introduction of The Voice, the black press in Britain targeted first-generation immigrants. Newspapers, such as The Caribbean Times and West Africa, kept the diaspora up to date about news about the old countries.  The Voice was different. It wanted to publish stories which were relevant to the second generation who were born and raised in Britain They were eager to create a countertype to the negative portrayals of black people often represented in the mainstream media. This was particularly important after the civil unrest across England in 1981 The media producers are encoding black news as black superiority for the audience to decode the importance of black lives and normalises them. Hall The idea that representation is the production of   meaning through language, with language defined in its broadest sense as a system of signs The idea that stereotyping, as a form of representation, reduces people to a few simple characteristics or traits The idea that stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’ social and political context of the early 1980s influences by Thatcher’s government provoked the newspaper – Margaret Thatcher’s concern in 1978 that the UK “might be rather swamped by people of a different culture” -clashes between police and black youth – generated the idea that black people were criminals EG more likely to steal, use drugs, start fights etc -1981 – Black community targeted by SUS Laws -1970s – NF gained support of disillusioned of white youth leading to radical attacks and violence therefore, culture and society stereotypes black community, reducing them to few negative characteristics – as a result of inequalities of power V was created to battle these stereotypes EG -‘given a voice to those who have often felt voiceless’ – Gilroy colonial discourses continue to inform contemporary attitudes to race and ethnicity in the postcolonial era. The idea that civilisations constructs racial hierarchies and sets up binary oppositions based on notions of otherness. caused by the african diaspora generated by the slave trade V was made in an effort to get rid of this belief and to abolish binaray oppositions between black and white community EG – ‘given a voice to those who have often felt voiceless’
Industry	owned by GV Media, owned by Gleaner Company Ltd, aparent company of The Gleaner, Jamaican newspaper The company’s subsidiaries include Independent Radio Company Limited (IRC)- Power 106 and Music 99 FM, Gleaner Online Limited, Creek Investments Limited, Selectco Publications Limited, GV Media Group Limited and The Gleaner Company (Canada) Inc. and The Gleaner Company (USA) Limited The Voice remains “Britain’s most successful black newspaper” despite targeting a niche audience – Barclays provided the label with £66,000 loan which was paid back in fiver years despite being a commercial media product but could also be seen as fulfilling a public service through its targeting of an ethnic minority audience Paying over £3m, The Gleaner Company took ownership of the newspaper in 2004. They are a Jamaican newspaper and media enterprise The circulation of the paper peaked at 55,000 in the early 1990s with young women being a substantial majority of its weekly buyers, selling to one in 10 of London’s black population how the voice has responded to changes in audience needs and wants: V has print version – published monthly also has web edition, convergence – where subscribers don’t have to wait monthly for new stories this appeals to new audiences as well as more traditional audiences publishers continue to make money through subscriptions and single-copy sales of the print edition, the online version from display ads and advertorials HOWEVER: New Nation is another newspaper targeting black people but is more concerned with providing an entertaining read than manning the race barricades it recieves a higher circulation which indicates audienced wantsare shifting more towards pleasure rather than information – V has not responded to this change New Nation claims a readership of 32,000 when new nation appeared in 1996 – V sales dropped by 20% The Advertising Standards Authority in the UK require advertorials to be clearly labelled as paid content to “ensure that readers are not confused about whether copy is marketing material or editorial” Curran and Seaton The idea that the media is controlled by a small number of companies primarily driven by the logic of profit and power The idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions Gleaner company has a much smaller market share whilst it owns majority of the black labels, which can result in a lack of diversity, on a wider scale its market share is relatively low and therefore does not relate to C&S therefore its more socially diverse ownership and content creates more diversity within the market Hesmondhalgh Hesmondhalgh highlights that the risk associated with media creation encourages organisations, most significantly the large-scale organisations, to overproduce media content in the hopes that enough of those projects will succeed and make up for any losses Gleaner Company owns multiple labels of the same genre – black lifestyle and news therefore if one label fails they can still make profit from the others with regards to the voice – creating niche media content has not proved successful EG whilst the content is more diverse it only targets a smaller audience therefore smaller sales
Audience	target audience: the British African-Caribbean community specialised audience – proves less successful in practice as tends to be smaller therefore less consumption EG drop in sales Shirky End of Audience – audience has become more active new/digital media has had a profound effect on the relations between media and individuals media consumers have a now become producers who ‘speak back to’ the media in various ways, as well as creating and sharing content with one another V’s use of online website and social media platforms shows how they have adapted to the changing demands of the audience – to have a voice readers are able to interact with the website, comment on social media posts and share stories McQuail and Blumler uses and gratifications – active selection believe consumers have a free will to decide how they will use the media and how it will effect them and therefore recognises the decision making process the audience take, highlighting how they seeking specific uses and gratifications when consuming media audience may want to IDENTIFY with ideas presented – EG audience may want to EDUCATE themselves on black issues across the globe – EG
Context	The Voice as an institution has historical and cultural significance in its origins (1982) as the UK’s first (and only) newspaper aimed specifically at a black British audience, dealing with relevant political and social issues. The website continues this function but is perhaps considered more mainstream and less political than in the past. The economic context can be explored through a consideration of the nature of the production and distribution and move to online content to reach a wider audience and attract advertisers.

Language	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 – one which is likely to be ideological -Wright has stated that The Sims was actually meant as a satire of U.S. consumer culture – – Purchased objects connote the wealth and success of the sim (suggest a capitalist view -non-linear playing style – no end goal – instead have to have to complete goals in order to progress in the game – “Cook eggs and Bacon” or “Talk to a neighbour for the first time” – which is not a feature on the OG sims Todorov only really applied in small doses to micro-narratives, due to open-ended game, rather than to larger meta narrative that cross the whole game e.g. o Equilibrium: The sim lives in a small house with limited furnishing o Disruption: A new task appears o Recognition: The player clicks the task to reveal it wants them to buy a TV o Attempts to Resolve: The player opens the item tab and finds the TV o Resolution: The player purchases the TV and places it in the house o New Equilibrium: The sim can now watch TV o This narrative would then repeat until such time that the player becomes bored or can no longer complete these tasks and has to complete other tasks in order to complete these The genre conventions of video games, particularly the subgenre of life simulation or sandbox games, can be identified and discussed in relation to other CSP video games -As a life simulation game Sims Freeplay includes many normative codes and values. They include features such as being married to have a child and also being able to own a house as a teen. -took inspiration from Maslow’s hierarchy of needs – Each character has a “needs” bar at the bottom left of the screen which displays what that individual sim needs to survive Neale -hybrid of: sandbox – player is not constrained to achieving specific goals and has a large degree of freedom to explore, interact with, or modify the game environment -LOOK AT NARRATIVE FOR EG life simulation – player lives or controls one or more virtual characters – EG – Icons for people, furniture and everyday items – Indexes for conversations i.e. speech bubbles above a sim’s head – Symbols for speech in the bubbles in the air, symbol for having a sim selected in the iconic green diamond, symbols for needs in needs bar and symbols for money and experience Baudrillard in postmodern culture the boundaries between the ‘real’ world and the world of the media have collapsed and that it is no longer possible to distinguish between reality and simulation – media images have come to seem more ‘real’ than the reality they supposedly represent (hyperreality) “It is no longer a question of imitation… It is a question of substituting the signs of the real for the real” (The Precession of Simulacra 2) SFP represents a simulacrum of reality – human-like avatars each with their own needs, tasks need to be done EG cook dinner, shower, watch TV therefore blurs the boundaries between the ‘real’ world and the digital world creating a hyperreality
Representation	representations are infinite/diverse – opportunity to completely personalise character: gender, sexuality, appearance (skin colour, eye colour, weight) audience creates representations – allows people to challenge stereotypes can create male characters w female characteristics etc… however whilst the game itself doesn’t make the characters intolerant/prejudice the players can manipulate the game to create intolerant/prejudice worlds – eg creating a world which excludes/segregates a race therefore creating racist representations although the game offers diverse representations – representations in marketing shows common gender stereotypes EG a male and a female getting married, women in maternal and domestic roles accurate representation of reality EG when pregnant sim gets morning sickness, HOWEVER no abortion, miscarriage etc.. because designers want it to be something people want to play(LINK TO BAUDRILLARD) Gauntlett media provides us with ‘tools’ or resources that we use to construct our identities modern media offers us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas reflex identity construction: audiences can ‘borrow from these stories when shaping our narratives of the self’ players are able to choose their identity and literally construct it – appearance, job, home, aspirations can create almost a better version of their identity and mirror it to theirs improves the narrative within the game but also within the players own life Butler gender identities are constructed by the institutions we have been brought up with and exposed to and are often presented to us as objective they theorise that it is your behaviour that fabricate your gender/identity, most significantly your repeated behaviour rather than what the institutions construct ‘rituals and performative actions constantly reinforce our identities’ SFP enables players to give male characteristics to female characters EG facial hair as well as allow them to do stereotypical male acts EG gaming – vice versa therefore sims identity is built upon performance of acts, rather than the biological gender they are issued with
Industry	developed/produced by EA mobile and FireMonkeys – subsidiaries of EA (also responsible for other games EG FIFA) horizontally and vertically integrated – develop, publish and market the games themselves saving money and giving them creative control Maxis originally developed game but EA bought it when they realised the games potential – HI As of October 2019, all The Sims games combined generated lifetime sales of more than US$5 billion SFP has seen OVER 200 million downloads since 2011 – remarkable success The videogames industry has changed massively since the emergence of the smart phone and app store distribution model. Mobile gaming has changed the audience demographics for gaming and brought the industry into the mainstream. The app store model means tech giants such as Apple and Google are making significant sums from mobile gaming but mobile hits can still earn developers millions how was SFP adapted to changing media landscape? The Sims FreePlay is a spin-off from the hugely successful Sims franchise first published by Electronic Arts (EA) in 2000 EA mobile has 9 offices around the world, reflecting popularity of mobile gaming – created online mobile game to adapt to new platform example of diversification and technological change as the video game industry has started to shift away from a reliance on hard copy console and PC products to streaming and (as here) to apps for tablets and mobile phones – cheaper to produce however more up keep due to constant need to update game (due to updates on phones as well as to keep audience interested eg update which allowed people to have pets synergetic partnerships – sponsodred content within the game or pop up ads EG worked with Moschino gave them the opportunity to sponsor an update to brands clothing was available to players a to purchase in game VSC and PEGI regulate rate 12 – due to minor adult content – drinking sex mobile gaming cannot be regulated as easy as console different countries have different policies – many countries in asia have banned SFP due to the ability to have lgbtq+ relationships audience can communicate with producer – social media, app store EG audience suggested pregnancy feature Hesmondhalgh ‘risky business’ makes us aware of why companies want larger market share (link to C&S), claims: -audiences tastes are continuously adapting which makes predicting their needs and wants nearly impossible a way to battle this risk is serialisation and remakes, which SFP use: SFP remade the sims franchise digitally – recycling previously successful archived material requires less time, effort and money when it comes to the production and instantly engages an audience through nostalgia-based appeals, while also rebranding content so that it fits the tastes of contemporary audiences ie digital generation also use of serialisation – use of sequels, prequels, spin-offs etc… requires less investment in marketing activities to create audience visibility therefore allowing producers to maximise their investments – SFP is a spin off of the Sims, digital mobile game, includes elements of original products as well as the sequels of the og product EG ability to have pets this is an example of diversification – a corporate strategy used to enter into a new market or industry in which the business does not currently operate ie mobile gaming Livingstone and Lunt idea that there is an underlying struggle in recent UK regulation policy between the need to further the interests of citizens (by offering protection from harmful or offensive material), and the need to further the interests of consumers (by ensuring choice, value for money, and market competition) does not appear to apply to SFP as it appears to offer both citizen and consumer approach: -citizen: despite being self-regulated, it still protects citizens from harmful material EG- when the sims are going to the ‘toilet’ or ‘trying for a baby’ a blue graphic appears in order to hide the activity which could be considered offensive material -consumer: ensures choice by making the avatar completely customisable, value for money by the game being free (however in app purchases, which many players feel like they cannot proceed far into the game without indulging in)
Audience	target female casual gamers – 18-40 virtual ‘dolls house’ allows audience to be creative – build house, character sense of escapism – create dream house, world sense of identity – McQuail and Blumler uses and gratifications – active selection believe consumers have a free will to decide how they will use the media and how it will effect them and therefore recognises the decision making process the audience take, highlighting how they seek specific uses and gratifications when consuming media (link to gauntlett) audience may want to IDENTIFY with ideas presented top them or seek a new IDENTITY – EG players are able to choose their identity and literally construct it – appearance, job, home, aspirations – can create almost a better version of their identity and mirror it to theirs OR audience may want to seek ESCAPISM – EG can built a completely new life, dream world, dream house, dream version of themselves Gerbner examines the lasting effects of media – Looking primarily at the relationship between violence on television and violence in society EG  the more television people watch, the more likely they are to hold a view of reality that is closer to television’s depiction of reality For many individuals the distorted and partial reality portrayed on television represents what the world is ‘really’ like (could like to Baudrillard) This can be applied to SFP as a mobile game as a simulation its depiction of reality is accurate/realistic whilst it does not heavily depict violent content which can influence the audience to see the world as more straight forward than it actually is – what Gerbner calls World Syndrome instead SFP representation of reality distorts our own reality as tasks in the Sim world are significantly a lot easier than in the real world – therefore the more sims people play,  the more likely they are to hold a view of reality that is closer to SFP’s depiction of reality
Context	l focus on the rapid growth and development of the video game industry and the debates about representation and effects

change and transformation

• the transformation of social interaction and audience consumption (audiences);
• the transformation of individual identity (audiences and representation);
• the transformation of institutional structures (industry)
• the changes in textual content and structure (language).
• overall, the changing nature of symbolic interaction

share	active	creative	host
sharing between social media platforms		widgets on home screen	Radio 1
stream	story 	re-connect	personalise
Football/World Cup	Tiktok stories	social media allows people to reconnect old friends, family etc	creating your own profile/ fyp and explore pages are personalised to your
immerse	experience	store	scale
example or comment		snapchat stores memories eg year ago today
binge	interface	live	adapt
TV programmes eg The Crown		Instagram live
endless	conversation	re-perform	circulate
the internet – it is constantly expanding	Reddit allows people to discuss topics of interest	elf yourself	news

David Gillmor

examines how new media technologies have had an impact on relationship between citizens and government / institutional power

three key turning points in media:

1. printing press
2. radio broadcasting
3. the internet

claims that prior to the internet, ‘large, arrogant institutions’ were able to control and manipulate the news, but the growth of media allowed ‘regular people’ to have a voice – ‘news was being produced by regular people who had something to say and show, and not solely by the “official” news organizations... This time, the first draft of history was being written, in part, by the former audience. It was possible—it was inevitable—because of new publishing tools available on the Intenet’

as a result, news consumption transforms from a lecture, into a conversation

he claims there are three major sectors in a world where anyone can make the news, despite their blurring into each other:

1. journalists
2. newsmakers
3. the former audience

Marshall McLuhan – The Medium is the Message

studies the effects of mass media on thought and behaviour – he believes the medium is the message:

“Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication”

Its not about the content of the message, its about the form in which the message is expressed – the technology that transfers the message is what influences society, individual, family, leisure, family

does not suggest that the content is inconsequential, but when we pay to much attention to the content, we ignore the power of the form in shaping our experience – if you dont understand the medium, you dont understand the message

Essentially predicted the internet by claiming the world was entering a fourth, electronic age where everyone has access to the same info – he called it the ‘global village’

Alex Krotoski – The Virtual Revolution

we do not think in a linear or sequential way, but associatively and sensorily, so that information is linked to patterns, consequences, almost like nodes of hyperlinked information

TOPIC	NOTE / COMMENT
The Printing Press (Gutenburg) in the Medieval period mid 1400’s	the impact of new technology expanded information access
Impact of new technology in South Korea as a result of promoting greater digital interaction (speed, connectivity, spread etc)	mental health internet addiction? Choices made? ‘A world without consequences’ ‘Senses over meaning’
On-line / digital connection stats	4.74 billion social media users around the world in October 2022 Worldwide, people spend an average of 2 hours and 27 minutes per day on social media average use of internet per day is 7 hours a day Nigeria, the Philippines, and Ghana spend the most amount of time on social media Japan, North Korea, and the Netherlands spend the least amount of time on social media on average USA check phone 344 times a day/ once every four minutes 73% of marketers believe marketing on social media is effective
Theodore Vail	The Network effect
Norbert Weiner Loop Theory	Loop Theory – predictive behaviour But is behaviour shaped and altered through networking and digital communications (pushing / pulling) Issues around privacy and individual psychology (mental health / wellbeing) and the environment Virtual worlds / virtual identities (hypperreality, simulation, implosion – Jean Baudrillard) (Judith Butler ‘gender performance / David Gauntlett, Anthony Giddens etc ‘fluid & multiple identities’
Robin Dunbar – The Dunbar Number	The Dunbar number suggests that connectivity for individuals, communities or groups is typically 5 o 6, with an upper limit of 150 – impossible for humans to have a genuine connection with over 150 people shown in many primate groups So who benefits from greater connectivity? Companies, organisations, institutions – ‘small elites dominate’ (Andrew Kean)
Clay Shirky
Vannavar Bush	associative not linear thinking the demise of long form reading So changing rules for logic, rationality, truth, understanding, knowledge. Baudrillard implosion (a culture imploding in on itself rather than expanding and developing?)
Tim Berners–Lee	the inventor / creator of the World Wide Web – developed and given to everybody for free?!! Why? What did he hope it would achieve? Is he satisfied or disappointed with how it has developed and made an impact on society?
Marshall McLuhan	The Global Village – ‘a sophisticated interactive culture’
	The impact on political and economic decision making
Conclusions, suggestions, reflections and predictions

B. F. Skinner – Behaviourism

Considering free will to be an illusion, Skinner saw human action as dependent on consequences of previous actions, a theory he would articulate as the principle of reinforcement: If the consequences to an action are bad, there is a high chance the action will not be repeated; if the consequences are good, the probability of the action being repeated becomes stronger.

He calls this operant conditioning – the ability of a person to change their behaviour based on the use of a reinforcement. three types of responses

1. Neutral. These responses would not increase or decrease the probability that a behavior would be repeated.
2. Reinforcers. This type of response would increase the likelihood of a repetitive behavior. A reinforcer can be positive or negative to encourage the repetitive response.
3. Punishers. This is the response that would decrease the likelihood of a behavior being repeated. The goal of a punishment is to weaken the behavior so it becomes less desirable in the future.

Jaron Lanier

believes that social media and companies like Facebook and Google are practicing behavior modification that harms the individual and society and undermines economic dignity.

Lanier is no longer a fan of how the digital utopia is coming along. He’s called it “digital Maoism” and accused tech giants like Facebook and Google of being “spy agencies”

highlights the dangers surrounding social media:

• believes people are being subtly manipulated by algorithms as they change your behaviour
• Society had been darkened by the surveillance and behaviour modification which has been imposed by advertisers online sense of uncertainty regarding what is real and what is fake
• believes the companies internationally make social media addictive in order to manipulate the population through rewards and punishment (THINK ABOUT B. F. SKINNER) – EG rewards are gaining followers, punishments are receiving hate – allowing the advertisers to change the internet user’s behaviour
• whilst you are watching/observing/reading social media, the social media is also watching/observing/reading you – they find patterns in your behaviour, allowing them to alter it

Shoshana Zuboff – The Age of Surveillance Capitalism

Surveillance capitalism – concept in political economics which denotes the widespread collection and commodification of personal data by corporations. This phenomenon is distinct from government surveillance, though the two can reinforce each other.

———————————————————————-

ESSAY STRUCTURE

1. Overview: New media always creates change (printing press, telegram etc)
2. Q: so how has recent technology changed (society, individuals, organisations, ideas, beliefs etc etc)
3. CSP 1 – show knowledge of CSP
4. characteristics of new media (in reference to CSP 1)
5. theoretical / conceptual analysis of new media (loop theory, network theory, Dunbar number, McLuhan, Krotoski)
6. Critically thinking about new media (Baudrillard, McLuhan, Krotoski, B. F. Skinner, Zuboff, Lanier – are all essentially critical of new media technologies. But Gauntlett, Shirky, Jenkins are all very positive about new media technologies)
7. CSP 2 – show knowledge
8. Draw parallels and conclusions
9. Suggest future pathways / developments