Friday 14th March 2025

Question 2)

Conflict can be seen through the regulation and control of the media industries, due to the fact certain regulation companies will put the needs of media companies before the needs of the public interest. This leads to a large decrease in viewers for those conglomerates. Despite this, The Killing challenges this idea.

The Killing is a Danish crime show, created and produced by the company DR. DR came up with the idea to target a larger audience to allow for more success when releasing the television series. They did this by adding subtitles to each episode of the series, for those consumers who are not from Denmark, and can still watch the series and understand it. DR chose to release the first 10 episodes of the series from March – May to intrigue audiences by releasing enough for them to understand the base storyline. They then decided to release the next 10 episodes in September – November time, which created suspense and allowed the audience to grow wider due to interest in what would happen next. Due to the growth of the audience, BBC began streaming the series on BBC Channel 4. BBC is a public service broadcasting platform with a remit to inform, educate and entertain global audiences. BBC is regulated by Ofcom, which is the regulator for all UK television. Ofcom have a clear agenda of protecting children, which shows they are keeping the needs of the public interest. Due to the fact the genres of The Killing are crime, police procedural and mystery, soon after the release on BBC they were receiving many complaints surrounding the appropriacy of the series as it originally had no age restrictions to watch it. Therefore, in many countries, the series was re-regulated to ensure it was targeted at the correct audiences. This is an example of the control of industries putting the needs of the pubic interest over the needs of the media companies. However, to allow for the series to continue to succeed, regulation companies in these countries only began streaming the series after 9pm, which is when most children who the series is not appropriate for would be unable to watch as they would be in bed. They also added an ‘over 15’ age restriction to prevent children too young to not have access to the series. By doing this, regulation companies are showing their interest in protecting the needs of the media companies by still streaming the series, but by removing some of the inappropriate language and making it difficult for children to stream. This meant that by regulating the programme in the interests of the public, the audience would stay engaged and continued to grow, maintaining its popularity.

The television series No Offence is a British crime series, created and produced by Paul Abbot, the owner of the company Abbot Vision. No Offence is also a police procedural drama series, targeted at an audience of adults. The series is steamed through the BBC, similar to The Killing, which helped attract audiences as the BBC is a large popular platform for television. After releasing the first episode of No Offence, it had reached 2.5 million viewers, showing its popularity. Throughout the episodes of the series, it is clear that the patriarchy of a male-dominated society has been challenged as the main character

Thursday 13th March 2025

Question number	What went well?	What could be improved?	What am I going to do to improve?
1	Included theorist Judith Butler and gender performativity and linked to Figure 1	Include Levi-Strauss theory of structuralism Define deconstruction and cultural codes correctly	Revise relevant theorists
2	Included David Hesmondalgh’s ideas	Include Livingstone and Lunt regulation theory and link to question	Rewatch The Killing and No Offence Revise relevant theorists
3	Included Clay Shirky and Jonathon Haidt good use of key terminology	No conclusion and did not evaluate theories	Practice structure for 25 markers Learn to effectively evaluate a theory
4	Justified arguments on whether producers of magazine companies should target specialised audiences Included Laura Mullvey’s theory on The Male Gaze Included David Hesmondalgh’s ideas on risk	No conclusion Too much waffle and not enough facts / stats	Be more time efficient for 25 markers and include conclusions and evaluations

• Secured target grade – grade C – 48/84
• My personal target grade – B – 51/84
• To achieve a higher grade, work on structure for 25 markers and always leave time to write a conclusion to ensure my argument is clear. Also, be clear on what theorists should be mentioned and include them at the beginning of my answer, evaluate theorists and stay relevant and consistent throughout essays

Wednesday 12th March 2025

Language	Representation	Audiences	Industries
Roland Barthes – Semiotics	David Gauntlett – Identity theory	George Gerbner – Cultivation theory	David Hesmondalgh – media is a risky industry
Levi-Strauss – Structuralism	Judith Butler – Gender performativity	Clay Shirky – end of audience	Curran and Seaton – power media
Todorov – Narratology	bell hooks – intersectionality	Henry Jenkins – fandom	Livingstone and Lunt – Regulation
Steve Neale – genre theory	Paul Gilroy – ethnicity and post-colonialism	Albert Bandura – media effects
Jean Baudrillard – Post-modernism	Van Zoonen – Feminist theory	Stuart Hall – Reception theory
	Stuart Hall – representation theory

Monday 10th March 2025

Question number	What went well?	What could be improved?	What am I going to do to improve?
1	Including semiotics theorist Roland Barthes and explaining his key concepts, and linking them to Figure 1	Include Ferdinand De Saussure – indexical sign and Vladamir Propp – character types	Revise theorists more in depth to have more to talk about
2	Included political and economic context from the music video	Bring in a relevant theorists – Jean Baudrillard – simulation of reality. Levi Strauss – binary oppositions	Revise theorists
3	Included Laura Mullvey’s Male Gaze theory and linked it to the advert	Link to Jean Kilbourne – objectification of women through advertisement	Research on relevant theorists
4	Briefly explained Neale’s genre theory Briefly mentioned Old Town Road and applied genre to the music video	More depth on Steve Neale and how it is relevant to the question	Learn definitions on ‘sub-genre’, ‘hybridity’ and ‘genre as a cultural category’
5	05.1) 3/3 marks – well revised post-modernism	05.2) did not know the hypodermic needle theory	Learn the theory – the media injects messages into the audience to force them to believe the message being communicated
6	Showed brief knowledge on Daily Mail	Did not respond to how the Daily Mail shape social and cultural contexts – lack of understanding	Revisit The Daily Mail and learn how they respond to cultural and social contexts
7	Showed brief understanding of the storyline	Not enough knowledge on production and distribution Did not mention David Hesmondalgh	Learn the production and distribution and link to diversity

• Secured target grade – 50/84 – grade C
• 1 mark off grade B (51/84), 11 marks off grade A (61/84)
• To achieve a higher grade, improve on 20 markers with more knowledge and application on close study products. E.g. Ghost Town – apply more context, Blinded by the Light – more understanding in production and distribution.

WHY rather than WHAT

I am producing 2 media products for set brief 5. My aim for this online promotional campaign is to raise awareness health campaigns such as anti-vaping. This is because our generation has normalised the issues within this topic as it has become increasingly popular since 2003, with 68.1m people using e-cigarettes in 2020. I would like to discuss the dangers further including some of the serious health risks and life-threatening issues that come with it. This will be emphasised through this campaign in hope to inspire others to quit vaping and realise it is not a healthy alternative to smoking.

I decided to take up this brief because I have interest in the topic of Uses and gratifications media audiences. Specifically, Katz and Blumler’s theory of active and passive consumers. This is because the theory highlights that the media is motivated by needs and goals of audiences, in which my topic of vaping effectively links to as it is becoming increasingly popular. Barthes ideas on semiotics also communicate with my campaign because I feel that today’s society has been affected by e-cigarettes significantly, which will allow me to identify the myth that vaping is a healthy alternative to smoking. It is important that I have a target audience in mind, so the product I am creating will target teenagers between the ages of 14-18 as I believe these are the most common ages to begin vaping. Essentially, these ages are also effective because they are known to be more conformative than other ages, meaning it is likely they do not know the damage they are causing to their bodies, and they are only choosing to take up vaping because it is a popular activity of teenagers.

In terms of Rubicam and Young’s theory, I am targeting my product towards the “aspirers”, as people in this group seek status, and will generally consume products that reflect their status and reputation. The aspirers are likely to take up this habit due to wanting to be impressive to others without considering the affects that come with vaping, specifically people within my target audience due to ‘trends’ in this age group. Therefore, my objective is to allow this category of people to see the harm they are causing and prevent continuing their addiction into adulthood.

In terms of uses and gratifications I am aiming to create products that provide information about today’s society and the social norms that have been brought upon teenagers, as well as to connect individuals together through a greater awareness of the social issues. Therefore, my aim is traditional media with a new form aimed at younger people. I will ensure that the style and register of my products and videos will reflect the professional products I have looked at- The Real Cost E-Cigarette Prevention Campaign. In addition, I use TikTok everyday as it is a popular social media platform among young people, therefore I have first-hand insight on how other messages are presented, so I will be able to create a successful video that will attract the target audience.

1. Why, according to the news report do investors like the Video Games Industry so much?

The news report Suggests that because video games get increasing engagement, Investers that are interested in the area could get big returns from it. With this rapidly growing engagement, Companies like Take-Two Interactive and Electronic Arts are increasing their sales and setting best case price targets at around $155. 

2. What are E sports? 

E-sports (electronic sports) are a form of competition using video games. E-sports often takes the form of organized, multiplayer video game competitions, particularly between professional players, played individually or as teams.

3. How is new digital media technology changing the way that video games are accessed by consumers? 

From 2016 to now, the global mobile app gaming market grew more than any other gaming type with an expected value of $72.3 billion in 2020. Mobiles and tablets have influenced the structure of many industries, from retail to hospitality, and gaming technology is no different. 50% of gaming will be conducted on mobile and tablet devices, with many people able to play from the comfort of their own home. 

4. What does FPS and MMORP stand for? 

• FPS= frames per second 

• MMORP= massively multiplayer online role-playing game 

Task 1 – Explain how Bandura’s view of media audiences is essentially different to that held by Shirky and Jenkins.

Bandura’s theory emphasises the importance of observing, modelling and imitating the behaviours, attitudes, and emotional reactions of others.

The social learning theory considers how both environmental and cognitive factors interact to influence human learning and behaviour. It is said that children learn and observe most from the people they are surrounded with, in which Bandura’s experiment highlighted this.

He created the ‘Media Effects’ theory which focuses on the idea that the media can directly ‘implant’ ideas into the mind of audiences. His research suggested that audiences acquire attitudes, emotional responses and new styles of conduct through modelling. The idea that audiences would imitate media violence is a principle of Bandura’s theory, this idea suggests that the conduct of individuals can be changed by the media.

In contrast, Clay Shirky created the End of audience theory. Shirky argues that audiences are no longer passive due to the way social media operates.

Technology has changed our behaviour; instead of just consuming media passively, we also contribute to it. In his argument, no audience is passive. For example, before new media technologies, audiences would simply consume a film and that would be it. Now, audiences consume the film and then create reviews of it or post about it on their social media accounts – they are creating media content. It is named the ‘End of audience’ theory, as Shirky believes the audience has now become the creators.

This view also differs to Henry Jenkins. He suggested that fans are devoted followers of media texts who actively engage with the products to construct their own meanings and interpretations beyond the original message.

Jenkins argues that convergence isn’t an end result, but instead a process that changes how media is both consumed and produced.

Jenkins suggested that there were at least five distinct dimensions to these subcultures:

1. its relationship to a particular mode of reception.
2. its role in encouraging viewer activism.
3. its function as an interpretive community.
4. its particular traditions of cultural production.
5. its status as an alternative social community.

Active audience – when an audience is engaging, interpreting, and responding to media messages and are able to question the message.

Passive audience – An audience that is exposed to media material but doesn’t actively engage with the content or messaging.

Extension task: Explain the ways in which media products are thought to impact on audiences cognitively, affectively and behaviourally?

Media products such as newspapers and magazines can affect audiences cognitively as they provide factual information, meaning that the information involved is more likely to be understood by the audience and they can absorb the information through memorization.

Any media product can impact the audience affectively if the content in the product relates to the viewer.  Media messages can have no effect if no one sees or hears them. However, what the audience chooses to look into depends on their interests, education and work commitments.

Other media products online such as advertising can affect pre-teen and teenage behaviour negatively, including self-image, body image, health and citizenship. Any child’s self-image and body image can be influenced by social media.