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.

This project is an online marketing campaign that consists of two movie posters and three Instagram posts about a coming-of-age thrilling horror film, entitled Run or Hide? These posters will appear in an entertainment magazine for people who are daring and have a strong stomach, that enjoy the feeling of constantly being on edge. The target audience for my movie will begin from the age of 16, with no maximum age. With no specific target gender, this portrays a fair perspective of the world, which differs and contrasts from my close study product: the Gentlewoman magazine. 

My posters and social media posts encourage the theme of terror and fear, through the common stereotypical “scary colours” such as black and red.

Storyline:

My storyline is a young girl aged 16 who turns up to school like any other normal day. However as soon as she arrives, things take a turn for the worst. She is greeted by nobody within the entire building, and quickly realises something is wrong. Throughout her day, she spends time exploring all the classrooms and doings things she is not normally allowed to do in school hours. Suddenly she is greeted by a tall, mysterious figure. He is armed with a gun. What will she do?

My target audience for this film is young/teenagers. I have chosen a large audience to target my movie to so it can reach a variety of people with similar interests. This is because it shares a message with a variation of people from all around the world and shows a relatable insight into all environments and the real life stories that happen today. These posters will be uploaded on social media as a huge population of my target audience uses these platforms daily. In terms of VALs Psychographic descriptors, these posters and posts will be targeted at the “Seekers” and “Achievers”. These people are hardworking and determined; they want to do something in life, they look for self-improvement and success. These are the type of people who the promotional material is aimed at because they encourage active thinking and problem solving which becomes an important theme in the movies. I have explored this in hope that the types of people I have targeted with my movie and Instagram posts will see the moral of my project, and realise the dangers in society and want to change the problems.

The motives for the audience I am exploiting through these posters and posts is motivating them to speak up, despite the fact my target audience is teenagers. I want them to know that their voice can still be heard. The materials explore different themes such as danger, murders, good vs evil and sorrow.

Instagram posts:

Movie posters:

1970

On 29 August the Guardian moves from its home in Cross Street, Manchester to new offices in nearby Deansgate. The Guardian had been written and printed from this building since 1886.

1988

The Guardian has a radical redesign, splitting the newspaper into two sections and introducing a new masthead. An international edition is launched in Europe.

2001

The Guardian wins widespread acclaim for its coverage of the events of 11 September – it is proclaimed “bold, simple and courageous” at the British Press Awards.

 2005

The mid-sized Berliner format newspaper is launched. It becomes the UK’s first full-colour national newspaper and the first to adopt this size. The new design goes on to win numerous awards.

2013

In April GuardianWitness is launched, allowing readers to contribute to live news and other content.

Guardian Australia is launched in May.

The website moves to theguardian.com in July to reflect its growing global presence.

2023

The Scott Trust publishes a comprehensive report on the Guardian’s historical connections with transatlantic slavery, sharing an apology and its restorative justice response.