MIGRAINE Index

1) Media consumption audit
2) Reading an image: RBK advert analysis & own choice advert analysis
3) Institution: major media institution research and presentation
4) Institution: brand values
5) Institution: CoolBrands research
6) Narrative: narrative theory YouTube clip analysis
7) Audience: psychographics
8) Audience: audience theory blog tasks/questions
9) Audience: audience theory - dependency theory
10) Representation: clip analysis - dominant and alternative representations
11) Representation theory: 500 word analysis on blog
12) Representation: Media Magazine articles and questions
13) Ideology: BBQ QT analysis and binary opposition
14) Ideology: Media Magazine reading 

Ideology: further reading and tasks

MM52, Page 34: The World Of Mockingjay: Ideology, Dystopia And Propaganda

1. The capitalist ideology that is presented in The Hunger Games film is the Marxist theory.
2. The Hunger Games film suggests that the use of propaganda in the media shapes and also influences ideological ideas because their society will be sculpted to believe that rebelling is wrong and that they have to follow President Snow's dictatorship. Through the use of propaganda i.e. the hunger games fear is created within their society. However, this is challenged through symbolism i.e. the mockingjay and Katniss, who attempts to overthrow President Snow. 

Page 48: They Live - Understanding Ideology

1) Money = Happiness
Consumer goods = Fulfilment
Marriage/Family/Children = Happiness
Obedience/Work= Fulfilment

2) Gramsci's theory of Hegemony suggests that it is important for those in power maintain their control through consent, rather than the use of force, and that it is also important that the power of ideology comes from an elite social group which is able to dominate through ideas, rather than militaristic strength or fear.

4)French theorist Louis Althusser suggest that ideology is the greatest material power and dominates our day to day lives through forms of control, RSA's such as the government, Army, Police, Courts, etc. and ISA's, such as the Church, the media, educational institutions, the family unit etc. This links to consumerism because these dominant ideologies are passed on to us through forms of control i.e. the elite class, who encourage consumerism. This can be done through advertising and marketing.

5) I partly agree with the idea behind "They Live",  as i do believe that our thoughts are somewhat being controlled by the media but this is only natural as the media is our main source of information. However, we as a society are still able to pick out information and choose what we think is valid or invalid, therefore we cannot be completely controlled by the media on what we think or believe in. 

Binary oppositions and ideology

There are several examples of binary oppositions within this clip of Nigel Farage and Russell Brand. For example, Russell Brand is represented as being more left wing and the representing the working class ideology whereas Nigel Farage is represented as being more right wing and representing mainly the higher class ideology. However, through the clip we can see some of the working in favour over Nigel rather than Russell because they believe that Russell does not understand how some of the working class feel that immigration is a major issue that is affecting their everyday life, yet there is still support for Russell and his views as some believe Nigel is going beyond the facts on immigration and that there are much more important issues to deal with.



The binary oppositions within this clip are represented through the characters of Penny and Sheldon. Penny is represented as being quite unintelligent, which links to Medhurts theory as Penny is stereotyped to be a dumb blonde, on the other hand Sheldon is represented as intelligent. These link to the ideology of intelligent people having a superiority in society hence the reason why they have better jobs, lives etc while those who are unintelligent are less likely to succeed, there is however an alternative ideology that has lately gained a lot of support where intelligence is not linked to success. 

Representation Task

There are several representations of foreigners, men and women within The Big Bang Theory, and we can apply theories towards these representations that have been created.

Medhurst’s theory of shorthand that carries value judgement’s can be applied to Raj. The fact that he is represented as the typical Indian through his accent etc. immediately suggests to the audience that he is intelligent (stereotype of Asians being smart) and his beliefs may be backwards and that the “westernised” ideology on certain things may not always appeal to him, the audience usually find this appealing and funny, and schadenfreud plays a huge deal in this. However, this representation is still carried out through the show and can be shown through the clip where Raj tries to enforce the fact that men are superior to woman. Raj tries to interfere and control who his sister date, he then refers back to religion to restrict Priya's freedom of choosing whom she wants to be with. This supports Medhurst’s theory, as the audience immediately shorthand Raj through the way he is represented by his ethnicity and then it is applied to the show. Richard Dyers theory of stereotyping and power can also be applied to the character of Raj because he is a foreign character, and because Dyers theory states that those with power stereotype those with less power it makes sense that there are quite a lot of stereotypes for non-white people, poor people etc.

We can furthermore link Perkins theory of stereotypes being positive or partly true to Raj as Asians have the stereotype of being intelligent, and this isn’t necessarily a negative stereotype.

Mulvey’s theory of the male gaze can be applied to TBBT towards the character of Penny.  Mulvey suggests that the dominant view in the media is masculine and that women are presented for men to look at, hence the ‘male gaze’. This links to the idea of ‘sex sells’ and women being represented as sex objects. Penny is represented as the pretty Caucasian character that has quite some appeal amongst the male characters and also male viewers, this is most likely because some of the characteristics of Penny were made to be appealing towards men i.e. her looks. However, Penny also carries the stereotype of blondes being “stupid”, which is quite negative but a common and dominant stereotype. This can be linked to Dyers theory on stereotypes as women are quite inferior therefore it is easier for them to be stereotyped.

We can apply Levi-Strauss’ theory of representation and ideology towards the characters of Leonard, Howard and Sheldon as they have all been represented as socially awkward because of they are highly intelligent. This set of beliefs and values must have been held by the producer of the text, who may have been influenced by this growing stereotype of intelligent men being awkward through the media or maybe even experiencing or seeing this stereotype in action themselves.

Overall, the theories of Levi-Strauss, Mulvey, Perkins and Medhurst’s can be successfully applied to the characters of TBBT and their representations. 

Year 12 cover work: Representation

MM50

1) This article is about the representation of females, and focuses mainly on the modelling agency which is dominated by heterosexual Caucasian size 0-2 models. This article also highlights the problems of the "false and unattainable images of the idealised female body" and is linked to the female gaze theory.

2) The film that has sparked this recent debate on body image and female representation is called "A Perfect 14"

3) The Female Gaze differs from Laura Mulvey's theory of the Male Gaze because the Male Gaze suggests that women are presented for men to look at, hence the ‘male gaze’. This links to the idea of ‘sex sells’ and women being represented as sex objects, whereas the female gaze suggests that women are also spectators and consumers of media images of other women, and this causes them to compare themselves to these models and want to change what they see as their flaws.

4) Personally I believe that something should be done to create more diversity within the representation of women in advertising, not only body-wise but ethnicity wise, sexuality wise etc. I believe that there is no such thing as a representation of a "real" woman and that all females are real regardless of their body size whether they are slim or not, what I don't believe is that in the same way that anorexia shouldn't be promoted neither should an overweight body. I do not believe that a clinically overweight woman should be seen as the ideal body and promoted in the modelling world, and that a healthy body should be promoted instead.  Fat shaming and skinny shaming should both not be accepted, because skinny shaming also does exist and is a problem. As a society we should focus on the fact that what makes a woman real is instead on the inside and who she is rather than her body image. 

 5) The aim of this film is to raise awareness on the issue of the lack of diversity within the modelling industry, which is dominated by skinny Caucasian females. The film also trying to prevent woman from being put into boxes and being fitted into labels, and instead encourages companies and modelling agencies to hire models regardless of their size. 

MM51

1)    Introduction - The media almost pre-plans a representation of something, and that the media stands in between what we see and what the object actually is. 

2)    Representations and the mass media - The media has the ability to change an image so the audience can perceive the representation the media wants us so see i.e. an image can be photoshopped to create a re-presentation of a particular person, and this distances the person away from the image that is reproduced, however it is unlikely that the audience are aware of this therefore they take in the representation of this person that the media has created.

3)    The how, who and why of representation - The representation of something/someone is influenced by several factors such as the expectations and needs of the audience, remits, and genre codes.

4)    Another approach to ideology - the work of Stuart Hall - The way the audience perceive a certain text/image depends on the relationship between the audience and the text, the audience are able to have their own interpretation on the content.

5)    Representations and new media - People are able to create their own representations of themselves through the new media i.e. Instagram, Twitter, Youtube, people can now also associate themselves with specific cultures and groups based on their sense of belonging through the new media. 

6)    An example - representing national identity in old and new media - Old media forms would attempt to create one identity for its audience using certain types of representations. On the other hand, the new media allows the audience to have their own opinions even if these opinions conflict the representation that the institution was trying to put out. 

2) I am quite aware of how I represent myself online, and make sure it is a true representation of me rather than a false one. I make sure what I post is appropriate on social media, and that it represents what I believe in and who I am as an individual. 

3) I believe that institutions have the most power regarding representations in the media to an extent, as these institutions are what bring us our films/shows and our news and they do have the ability to change your views on an issue. However, I still do believe that the audience equally do have power in terms of representations as the audience can choose what they believe in and share their opinions with others freely through social media etc.

Dominant and Alternative Representations: America

Alternative Representation of America

  

The reason why I have chosen these images is because they link to the negative and alternative representations of America such as conspiracies i.e. the illuminati. America is also often linked to gun crimes, gang crimes and racism, which is why I have selected images of gangs and protests. I also chose to post the confederate flag as it links to the recent event of it being banned due to its links with the slave trade. I have chosen to add images of McDonalds because it links to the current obesity crisis of America. An image of a man drinking oil links to the idea of America taking advantage of countries for their oil, and the image of factories links to the environmental issues of America.

Dominant representation of America

The reason to why I have chosen these images for the dominant representation of America is because these locations i.e. Hollywood were the first things that came into my head. The american dream is also one of the major periods of America which have shaped it to how it is today. America is also known for its freedom and happiness, and its continuing financial growth which I have shown through my collage.

Representation

The Big Bang Theory: 1:37 onwards

1. Men, women,foreigners, highly intelligent men
2. The general representation of the men and women in this scene is a dominant portrayal as men are often represented as superior to women and women are inferior to men i.e. when Raj tries to control who his sister dates. This can be proven midway through scene in the shot reverse shot that takes place between Raj and Priya while he refers back to religion to restrict Priya's freedom of choosing whom she wants to be with. Raj supports this ideaology by stating that they're "Indians" and that "We believe in this stuff". Penny represents the dominant portrayal of blonde women being stupid throughout the show. However Priya creates an alternative portrayal of women as she is represented also as quite intelligent as she makes witty comebacks, which makes her superior as shown through 2:43 where she states that "If you eat beef you need to live with cows for 3 months and drink their urine" in return to Raj stating that they're Indians and they need to follow their religion. This was enough to make Raj feel uneasy and saying that "some of it makes sense, some of it is crazy" and dropping the subject. Sheldon and the rest of the male characters are represented as highly intelligent men, however they are also represented as socially awkward which is the dominant portrayal of nerdy/highly intellectual people as shown through Sheldon mentions that Penny and Sheldon used to date, which makes the whole atmosphere awkward. 
3. The Indians who follow their strict traditions (don't follow the westernised way of life), scientists who are socially awkward/ don't know how to communicate, the dumb blonde.

Dependency Theory

1. I primarily use the media as a form of entertainment through social media. I also use the media as a source of finding out what is going on in the world and around me through reading the news online whenever I have time. 
2. I believe that as a society we are quite dependent on the media. However I see that this is inevitable as technology has become a huge part of our lives, and that we are replacing traditional forms of finding information with the internet which is easily accessible to everyone. The fact that certain technologies such as phones are becoming more advanced means that people are able to do more anywhere and everywhere, making us more dependent on them. 
3. I believe our dependence on the media in the last 10 years has changed significantly as the media is becoming more advanced and accessible everywhere i.e. phones, tablets, making it easier for people to get addicted and dependent on the media. 
4. The telegraph article supports the dependency theory as it shows how people feel 'lost' without the internet and the article also describes us as  "A generation that has grown up with the web" and that we have "become dependent upon it". This links back to the dependency theory which states that  people rely on the media for information determining their decisions. My personal opinion on this issue is that it is a growing problem but it is inevitable as we are growing up and living in a world where we need the media to help us get on with our everyday lives. It has reached a stage where even schools and work places use the media constantly to help educate us and get on with work. 

Audience theory

Hypodermic Needle Theory

1. This article links to the hypodermic needle because it is suggesting that violent video games, which are addicting, can have a dangerous effect on us. The article states that "Playing a violent video game for just an hour over a three-day period is enough to increase aggressive behaviour" which supports the hypodermic needle theory as it states that the media injects information into the audience like a hypodermic needle and therefore can have a dangerous effect on us.
2. The coverage of the Talk Talk hacking case also links to the hypodermic needle model because it is blaming a form of media (Violent video games) for influencing the teenager to hack Talk Talk and that violent video games have a dangerous effect on teenagers. On the other hand someone may criticise this article because this theory is not necessary always accurate and also quite outdated. This can be shown through the fact that hacking and violent video games have no link to each other whatsoever.

Two-Step Follow Theory

1. The two step follow theory was developed in the 1940's after the hypodermic needle theory was deemed too simplistic. Therefore, the two step theory came forth and changed the concept of the hypodermic needle theory, which suggested that the audience consumed media without thinking. The two step theory states that the audience are influenced by ‘opinion leaders’ in the media who have an impact on how the audience react to media texts. This  theory is different to the hypodermic theory as it suggests the media is not all-powerful and that social factors are important, rather than the audience being seen as mindless and consuming the media without thinking. 
2. The youtube blogger fits into the two step follow theory because he is a critic, and critics are considered to be 'opinion leaders' as the opinion he has on a certain game for example can influence how the audience also see that game i.e. good or bad. This links back to the two step follow idea of opinion leaders and social factors influencing the audience.
3. The telegraph article also fits into the two-step follow theory as the article shows how Britain's most influential tweeters are based on followers, and by having such a large amount of followers you are able to influence many people through your opinions and therefore are seen as an opinion leader which links back to the idea of the media having an impact on how the audience react to media texts.
4. Jamal Edwards link to the two-step flow model as it influences readers to not give up on their dreams as he says "Try anything, don't be scared of failure, that is my advice," and because his status is a multimillionaire, he can be considered to be a opinion leader therefore having an influence on the audience (readers)

Uses and Gratifications

Diversion:  Social media networks such as Facebook are seen as past-times and often an escape from everyday problems and routines.  This makes Facebook a useful source of entertainment and is often the choice people go for as there are many things you can do on the website and app. Facebook is often advertised as a place to keep in touch with others like yourself  which can be considered as an escape from the outside world,  this can be shown through several adverts such as this one: https://www.youtube.com/watch?v=6U16XShROI8

Personal relationships: Sitcoms like ‘The Big Bang Theory’ can be linked to this category as TTBT creates familiarity between the audience and the show because it is a situated comedy and we see the same characters in the same setting. This allows personal relationships to be created as the audience began to develop affection for their favourite characters etc.

Personal identity: Documentaries such as Educating Yorkshire can link to the category of personal identity because this documentary can be seen as a way of young viewers i.e. students finding themselves reflected in the documentary. It also allows the audience to learn behaviours and values which can connect to their own personal identity.

Surveillance: BBC news fits into the category of surveillance because it gives out useful information such as news, travel information and weather news which is all important for living. The BBC is also useful for keeping their audience in touch to outside through news. It can be accessed anywhere i.e. TV, phones, tablets, online, which makes it more handy, it also has a find local news section which makes it easier to find out about what is going around you.

Young and Rubicam: Psychographics

Psychographic group: Succeeders

Names: Benjamin and Charlotte

Where do they work/study?

Benjamin is the CEO of a finance company and Charlotte is a barrister. They both got degrees in economics and law.

What do they do in their spare time?

Visit museums and galleries, drink fine wine and go to restaurants in Central London. Benjamin plays golf and Charlotte spends time with her higher class friends

Print: What newspapers/magazines does your group read (if any)? Is this on paper or tablet?

The Guardian, Telegraph. Independent. Mostly on tablet, sometimes on printed paper if they're on their way to work, 

Broadcast: What TV programmes/channels do your group watch? Radio stations? TV package? Films?

They have the full Sky package. Charlotte enjoys lifestyle channels, sky living etc. Benjamin likes news and business related channels such as Bloomberg. BBC channels and news so they remain informed, educated and also entertained i.e. The Great British Bake Off. 

E-Media: What technology do they own? What websites do they visit (if any)?

iPad, Mac, iWatch, Apple products mainly. Benjamin uses the Flipboard app and LinkedIn and Charlotte uses Pinterest. They usually visit news related websites such as The Independent as they don't have time for social networks.

Narrative

The three narrative theories can be applied to this scene from the TV show American Horror Story. This scene can be linked to Todorovs theory of equillibrium. Myrtle Snow is seen as the cause of disequilibrium, as her presence is assumed to be causing disruption and conflict in the Coven, and she is mainly disliked by Fiona the "supreme". Fiona manages to accuse Myrtle of a crime, which leads to her sentence of being burnt at the stake. This creates the New Equilibrium, as the evil forces are defeated (Myrtle). However, when we apply Propp's character theory, Fiona is linked to the False Hero as her character appeared to be good but is revealed to have been bad all along. Barthes enigma and action codes can also be applied to this scene. There are a few enigma codes such as "Will they really burn Myrtle to the stake?" and "Does she really deserve this?", this enigma code is also shown through one of the characters, Zoe, who asks if its "just a joke" which the audience is also wondering. There is an action code halfway through the scene where they tie Myrtle to the stake and douse her with petrol, which makes the audience realise that death is about to follow as the petrol suggests that she is about to be set on fire.

This scene from Nightcrawler has several action codes such as the shoot out in the diner and when the shooter leaves the diner and gets into his car, this suggests to the audience that a car chase and a gun battle is to follow up. Enigma codes are also created as the audience begin to wonder "Will the criminal get away?" "Will Louis get the footage he needs?" and "Are they going to be safe at the end of all this?". It is quite hard to apply Propp's theory to this scene as Louis is quite an odd character who is so strangely committed to his job, and despite him being the protagonist he isn't really the hero as he does many things wrong such as allowing his only friend to die and instead of trying to save him while Nina is dying he rants about his faults and puts his company first instead. However Todorov's theory of equilibrium can be applied as the criminal is eventually caught, which links to new equilibrium, and at the end of the film Louis's company goes large scale. 

The three narrative theories can be applied to this exorcism scene from the movie Deliver Us From Evil. For example, Propp's theory on the stock characters in narratives can be applied into this scene. The priest can be represented as the helper, as he helps the hero (the protagonist) in restoring the resolution through the exorcism. This could not have been done by anyone else, including the protagonist. However, the protagonist is seen as the main hero, as he mainly solved the case of several bizarre events that linked to each other. As the exorcism takes place, the audience get an action code as the possessed man comes in contact with the priest and his cross and he suddenly stands up, the audience becomes aware that there will be a strong resistance that will come from him. Todorov's theory of equilibrium is present in this scene too. The disequilibrium of the events that took place in the film, such as the deaths of many people is eventually solved through the exorcism which leads to the new equilibrium, where the demon that was possessing all these people is removed.

Blog feedback learner response

WWW: Some good depth to some of your posts – the use of oppositional readings on the 50 Cent RBK advert is exactly the kind of analysis we’re looking for in A Level Media.

EBI: You’re lacking in a few areas – the summary of institutions is weak in places (e.g. Sony) and you don’t have your own research on the three institutions we didn’t have lessons on (BBC, Disney,Comcast). Make sure those are completed before moving on to other work.

Learner Response:

I think that my first month of A level Media has been good so far. I believe my strongest piece of work is the 50 cent RBK advert analysis from the exam blog and the mise-en-scene analysis from my coursework blog. I believe my weakest work is the film poster analysis from my coursework blog. I need to develop specific skills such as analyising at A level and need to get used to using new media terminology in my work when needed.

Institution: CoolBrands research

Netflix: Netflix is an online website which provides TV shows, movies etc. for a subscription fee of £6 per month. Netflix can be viewed from many sources such as your TV, computer, and phone because it is available as an application. This is why I like Netflix because it makes it easier to use on the go. The main brand value that Netflix fits into is happy families. Netflix fits this brand value is because there is a variety of content that can be watched by all ages which makes Netflix a suitable and favourable option for watching shows/films as it appeals to all. I believe it made into the top 20 of cool brands because Netflix is available on demand and can be used on many devices making it easier to access while being quite affordable.

Apple: Apple is a technology company that designs, develops and sells its own consumer electronics, computer software and online services i.e. phones, computers, tablets, TV's and other accessories. I believe it made it into the top 20 of the coolest brands in the UK because of its aesthetic appeal, popularity and easy use, and with me being an iPhone user these are the reasons for me liking the Apple brand. The brand value I believe that Apple mainly fits into is rich, luxurious lifestyles as Apple products are considered quite pricey for what they are, and with many of the elite being users of Apple there is a large appeal to it. 

Instagram: Instagram is a photo and video sharing social networking application and site that allow you to edit and then share your photos/videos. The social networking site has a large popularity with mostly teenagers and young adults which I believe is the reason to why it is one of the top 20 coolest brands in the UK because it is an easy way to connect with others through posting photos. I personally use Instagram myself and I admire it because it’s simple to use while also being interactive as users can follow you and vice versa. This allows me to view content of friends or content that links to my interests making it easier to discover new things. The brand value I believe that Instagram is associated with is self-importance and pride because it allows you to post your own content; this makes your feed themed around you which hint at you as a person. This links to your pride and self importance.

Youtube: Youtube is a video sharing website which allows not only corporations but also individuals to post their own videos and view the videos of others. I believe Youtube is popular amongst all ages as there is so much content that can appeal to people of all ages, which is most likely the reason why it made it to the top 20 coolest brands. It is also interactive as you can like and comment on videos, making it a form of social networking as videos can trend worldwide, this adds onto its appeal. Youtube can have several brand values; such as comedy and humour, because Youtube is known for providing amusement. It can also fit into art, culture and history as the video sharing website has many videos that relate to these themes including modern culture i.e. music. I admire Youtube because it’s easy to access videos of all sorts whether it’s educational for revision or for general amusement, and it is a simple way of connecting to the world through videos.

Chanel: Chanel is a high fashion house that is recognized worldwide because of its timeless designs that are still popular today. I believe it is part of the top 20 coolest brands in the UK because of its age, making it one of the most iconic fashion brands in the world. I personally admire Chanel because it links to luxury which is something I adore; one of my favourite perfumes is actually by Chanel (Chanel No.5) which makes the brand more appealing to me. The brand value that links to Chanel is rich, luxurious lifestyles as Chanel is quite expensive and is associated with luxury and the rich because of its quality and authenticity.

Brand Values

Lush Cosmetics

1. Lush Cosmetics comes across as an eco-friendly and natural alternative to the usual cosmetic brand that many opt for. Only natural ingredients are used in their products, and these products are usually made in the back of the store by employees. The brand values of lush would be nature and the natural world and social responsibilities because they use natural ingredients only and some of their profit is always used for charitable reasons such as protecting animal rights or conservation of the environment. It could also link to the brand value of beautiful women because it is still a cosmetics brand and the whole purpose of cosmetics is to beautify yourself

2. Lush cosmetics is about using natural resources while also protecting the natural world

3. Lush cosmetics in one word: Natural

Volkswagen

1. Volkswagen comes across as a car for families and a car that has been made for the people. Volkswagen in German means "peoples car", which can support the idea of the car being made for the people. As the company is also quite old it can be linked back to reliability, although this can be tarnished because of the recent PR disaster. The brand values of Volkswagen would be happy families, as the company creates a sense of belonging as it is well known for its family cars and connecting to the people. It could also link to elite people or experts as the Germans are known for being good manufacturers as the company is decades old which supports the view of their cars being manufactured by experienced people

2. Volkswagen is about providing good quality cars to the people

3. Volkswagen in one word: Quality 

Walt Disney

1. Walt Disney comes across as a classic company in the creation of animations for mainly young children, although many would agree its animations are loved by all whether they are young or old. It has a nostalgic touch as even adults in this current day used to watch it when they were younger, and many of their products are identifiable universally. The brand values of Walt Disney is childhood, because it can appeal to either nostalgia, happy families because it brings families together and creates a sense of belonging and enjoyment, and also dreams and fantasies as their products are mainly fantasy based.

2. Walt Disney is about providing happiness and enjoyment within all

3. Walt Disney in one word: Dreams 

 

Waitrose

1.    Waitrose comes across as a finer, premium supermarket compared to the low-budget supermarkets i.e. Asda, and Waitrose seems to have aims of giving the impression that it provides only the highest quality of groceries and products.  The main brand value of Waitrose is successful careers as usually only those who receive higher pay are usually able to do their daily grocery shopping at Waitrose. Another brand value of Waitrose can also be Rich, luxurious lifestyles as many of their products are not always available in the usual supermarkets and Waitrose aims to provide the finer ingredients and products.

2.    Waitrose is about providing finer products to the middle/higher class.

3.    Waitrose in one word: Premium

 

 

Urban Outfitters

 

1.       Urban Outfitters comes across as a trendy and up-to-date clothing brand which appeals to mainly the youth and possibly young adults. Their clothing will be different compared to other retail stores such as M&S as their clothing is styled in a modern way and is different to appeal and attract young consumers, while M&S is more mature and similar to every other retail store. Teenagers see Urban Outfitters as a brand that links to the social networking site Tumblr, as many Tumblr models wear clothing from Urban Outfitters. The main aim of Urban Outfitters is to dress the youth in clothing that will make them stand out as it follows the main trends amongst the younger consumers. The brand values of Urban Outfitters are beautiful women as modelling their clothing on attractive people will help to bring in more customers and which will make the consumers want to look like the models by dressing like them.

 

2.       Urban outfitters is a modern clothing brand which aims appeals to the youth.

 

3.       Urban Outfitters in one word: Modern

 

 

 

 

 

 

Feedback:

• Nice visual starter with logos through the years- reasonably engaging and gets response from class.
• Solid history and not covered in too much detail which maintains a good pace
• Some good detail and media language - different channels and niche audiences
• Broadband is an important part of business model
• Perhaps lacking a little rehearsal - the context is there (influence slide being an example) but lacking a little confidence in delivery.
• I'd like more on government influence - Rupert Murdoch has been a major influence on British Media and politics for many years

WWW:

• Had a brief background on BSkyB without having to write too much which may have bored the class
• Our starter engaged everyone in the class
• Talked about the different channels and the channels created for niche audiences .i.e. Sky Atlantic

EBI:

• We wrote more about the influence and broadband services and gave more information.
• Had some confidence in presenting our work to our class
• More information on Rupert Murdoch

Trinity Mirror

Trinity Mirror plc is a large British newspaper, magazine and digital publisher.  It is Britain's biggest newspaper group, publishing 240 regional papers as well as the national Daily Mirror, Sunday Mirror and People, and the Scottish Sunday Mail and Daily Record. Its headquarters are at Canary Wharf in London

BSkyB

BSkyB is a British telecommunications company which formed in November 1990, owned by Rupert Murdoch. Sky provides television and broadband internet services and fixed line telephone services to consumers and businesses in the United Kingdom.



News Corporation

News Corporation is an American multinational mass media corporation headquartered in New York City. It was founded in Australia in 1979 by Rupert Murdoch. It was the world's fourth-largest media group in 2014 in terms of revenue. News Corporation owns many well known companies such as The Sun and The Times.

Sony

Sony Corporation is a Japanese multinational corporation headquartered in Japan that was founded in 1946. Sony is well known for Sony Pictures, Sony Music and its Playstation gaming consoles. Sony also provides softwares for video editing, but the company is known for mainly focusing on the Playstation because it was and still is a huge success. 

Vivendi

Vivendi was founded in 1853 and originally was a French water company named Compagnie Generale des Eaux, in 1998  they changed their name to Viviendi and sold off their property and construction divisions, and then their water and waste companies in 2000.  They own Universal Music Group, Daily Motion and Vivendi tickets. Vivendi is the European equivalent to Sky with Canal + being one of their most popular channels.

Time Warner

Time Warner is an American multinational media corporation, it is the US equivalent to Virgin Media and currently the worlds third largest television networks, filmed TV and entertainment company in terms of revenue. 

Viacom

Viacom media network is the largest portfolio of ad-supported cable networks in the United States. Their media networks have vibrant, diverse and culturally relevant collections in the media and entertainment which attracts a range of audiences; teens, young adults and adults because of the brands they own such as Nickelodeon and MTV.

50 Cent Advert Analysis

The colour scheme of this advertisement is black and white, which prevents any distractions that a coloured version of this advert would create. This allows the target audience, young adults or possibly teenagers, to focus on the message and the purpose of the advert, which is to show that 50 Cent is also a user of the RBK products which creates some sort of appeal as many look up to 50 Cent.

The image of 50 Cent is a medium close up, by placing the image towards the left side makes it seem as if 50 cent is looking towards you making the advert seem more personal. The use of chiaroscuro highlights 50 cents features which creates a bold and determined expression.

 This theme of determination is also shown in the quote on the right side of the advert "Where I am from there is no plan B. So take advantage of today because tomorrow is not promised." The font used contrasts the slogan which is "I am what I am". It is slightly more larger, in the centre and in a Gothic font. This makes it stand out against 50 Cent's portrait and it also concludes the quote above. By using a short, memorable slogan the reader will be able to not only relate to it but also remember it as it is short, simple but snappy. Ordering the texts from the quotation, the tagline to the logo and name of the company makes it easier for the reader to know what brand it is as the user will naturally read downwards until they get to the logo. Using fingerprints as the background links to identity which also links back to the slogan of RBK.

However, this advert also has an oppositional reading as it also links back to criminality, which although is something 50 Cent has come across, many would disagree with. One may say that it is as if the advert is almost glamorising gang related crime, especially with the way 50 cent is dressed and his intimidating look. On the other hand it could also show how despite 50 Cents past may have been slightly bumpy, anyone is capable of being successful. RBK mainly seems as a promoter of individuality and this is the dominant reading, as no fingerprint is ever the same, but the advert could also have a back story towards 50 Cents experiences and criminality. It all depends on the viewers perspective.

The colour scheme of this advert is rather bold, which helps the viewer to focus onto the main image of the football player compared to the background which has a vignette effect to lower the brightness in the background. On the top left is a chiaroscuro portrait but in black and white, the portrait may be of the same man in the past and it seems as if he is looking down upon the present version of himself.The lighting used is once again chiaroscuro to highlight the players muscles to show strength and determination, this makes the player seem as if he is putting all his energy into playing which helps the viewer to relate to the situation of being in a competitive state. The angle the image is taken at shows the main focus of the advert is the shoes, which suggests that these shoes are what makes the football player a better player. 

The font used is quite informal yet bold, the writing is coming in the image slightly tilted from a small point to a larger point. This seems as if a voice is coming from the background towards you stating that "Every team needs the spark". "The spark" is much more bolder and bigger which emphasizes on the need of having that star player, and that anyone can be that star player if they buy the shoes that are being advertised.

Newspapers

• Which daily newspapers (if any) do you read?

The Guardian, Daily mail etc.

• What sections of newspapers do you turn to first, and why?

Main headlines, because they are the most important and recent.

• What sections do you never read, and why?

Showbiz, doesn't really interest me

• What kinds of stories do you usually read and why?

Personal accounts, debates on stories, and stories of whats happening at the moment

• Do you, or someone else, buy the newspaper you read?

No I read the newspapers online, if its on the train by my side I usually pick it up then. Apart from that I never read the physical version of a newspaper.

• Do you look at the online versions of any newspapers? Which newspapers? Why do you visit their website and not others?

Yes, The Guardian and the Daily Mail. I visit them out of habit as i feel they update me enough.

Television

• Approximately how many hours a week do you spend watching television?

14 hours per week

• What times of day do you usually watch television?

Evenings

• What programmes do you like best and why?

Documentaries, new tv shows, anything that is different to the usual and that is interesting.

• Do you watch alone or with others? If you watch with others, who decides what you will watch?

Sometimes alone or with family, we all decide

• Do you watch 'live' TV or on-demand/catch-up? Do you use any other devices to watch TV (such as laptop of tablet?)

I prefer catch up, and online websites that allow you to watch American TV shows as i think they are much more better

Cinema

• What films have you seen in the cinema in the last month?

Haven't been to the cinema for a few months, don't remember the last film i've watched but I hope to go soon.

What films have you seen in other places – for example, through rental, satellite film channels (free or otherwise) or through video-on-demand?

I have seen too many films to list, I watch films a lot online.

• Who else watched the films with you?

I usually watch films on my own in my free time

• Who decided what films to watch?

I decide myself as no one else around the house has much interest in films or is too busy, but sometimes my dad helps me to decide as he enjoys watching films too.

• What devices do you typically use to watch films: TV, laptop, tablet, phone etc.

Laptop or TV

Online

• How often do you access the internet?

Everyday

• Where do you access the internet?  At home, at college or school, or at work?

Home, also outside with data

• What are the main sites that you access?

Tumblr, or the bbc website to read news. imdb to find new movies to watch.

• What are the main reasons for accessing these sites – for example, for information, to make purchases, communicate with friends or for entertainment?

Communication, entertainment. Also to keep updated with whats happening around the world.

• What other activities (if any) do you do whilst accessing the internet?

Homework, reading articles

• What different devices do you use to access the internet? What is your primary device for accessing the internet?

My laptop and phone

• What social networks do you use regularly (e.g. Twitter, Instagram)? Why do you belong to these networks in particular?

Tumblr. twitter, instagram, snapchat. Tumblr is a way of expressing myself through posting content, twitter helps me connect with the rest of the world, instagram and snapchat are social networks used between everyone so they help you to connect with your friends.