E Skeates Media

Active audience models Henry Jenkins - Fandom  - refers to a particularly organised and motivated audience of a certain media producers franchise - unlike generic audiences, fans are active participants in the construction and circulation of textual meanings  - Textual poaching - where fans appropriate texts and read them in ways not fully intended by the media producers. This may manifest in conventions, fan fiction etc. Rather than just playing a video game or watching a TV show, fans construct social and cultural identities through borrowing and utilising mass culture images, and use this 'subcultural capital' to form social bonds, through online forums like Reddit or 4chan Clay Shirky -  End of audience theory  - New media (internet and digital technologies) have had a significant effect on the relations between media and audiences - so thinking of audiences as passive consumers of media content is no longer possible. - Media consumers have become producers who '...

 How does the Wateraid advert appeal to different audiences? (12) Kneejerk - The Claudia advert presents a positive and uplifting mode of address that positions the audience with Claudia's community  DAC -  Audience refers to the consumers of a media product . In this essay I shall argue that the Claudia advert presents a positive and uplifting ideology to its target audiences in order to help them engage with this serious issue . Wateraid is a UK registered charity that provides drinking water to developing countries .  The advert focuses on positive outcomes and the effects of clean running water. This is encoded through the mise en scene of the fresh, pouring water. This is further reinforced through the use of highkey natural lighting, The bright, soft, golden lighting functions as a proairetic code, suggesting the future is bright and there is a clear and happy ending to this narrative.   The Wateraid advert presents a clear and easy to understand narr...

 George Gerbner's Cultivation theory - Being exposed to repeating patterns of representation over time can shape and influence the way in which people perceive the world around them - such as particular views and opinions - This process reinforces mainstream hegemonic values  - Media reflects our everyday thinking  - The more audiences are exposed to a particular ideology, the more likely they are to accept that ideology  - Passive audience theory - assumes the audience is basic, straightforward 'zombies'  Stuart Hall's Reception theory - Encoding Decoding model - To consume media is a process of involving encoding by the producers and decoding by audiences  - Many ways to decode a media product, affected by upbringing, ethnicity, social class etc. - Narrowed down to three - Preferred, Negotiated, Oppositional - The audience can choose to receive the ideology of a media product in many different ways  - Preferred - Dominant hegemonic position, audience...

 change in values - 1960s Mirror article "How to spot a homo" considered to be acceptable in the 1960s - reflecting societal views of the time Newspapers tend to reflect the societal views of the time in which they are written  the times - owned by newscorp - the sun, news of the world -- supports conservatives, major view of the time (supported labor in the 90s, as they were popular)   -- Who publishes the Mirror and who publishes The Times? The Mirror - Reach PLC The Times - Newscorp, News UK What else do these companies publish? Reach PLC - Cambridgeshire Live (lots of local news), Daily Express News UK - The Sun, The Sunday Times (News of the World) What controversies have these companies been involved in? Mirror - Libel cases (In May 2004, the Daily Mirror published what it claimed were photos of British soldiers abusing Iraqi prisoners at an unspecified location in Iraq. The decision to publish the photos, subsequently shown to be hoaxes, led to Piers Morgan's ...

 Mail online, the daily mail's online website is the worlds most english language newspaper website in the world  Mail online - completely free to read, funded by ads  Rightwing  Meghan Markle is consistently represented as a villain on mail online  daily mail paid off MM an undisclosed amount - theory of power and profit curran and seaton -- livingstone and lunt - IPSO regulates UK newspapers - hard to regulate media products, so it is ineffective.  cannot -  - libel and defamation of character  - sex and nudity is not technically a strict regulation set out by IPSO, however public perception has clearly changed and sexualised representations of women have become more rare in newspapers  - not permitted to intrude on private matters - invasion of privacy - hate speech and the incitement of racial hatred - racist language would only be acceptable when quoted  - religious bias - cannot be biased or show judgement against certain religions...

  explore how the producer utilises media language to construct representations and make reference to ideological concepts . Make reference to the theatrical poster to the US comedy film Free Guy and the poster to KOTV you have studied in class.  Kneejerk reaction: The producers of both Free Guy and KOTV use media language to construct representations of gender and race in their theatrical posters,  men and women are represented in a largely stereotypical way in both Free Guy and KOTV in order to appeal to a large and straightforward target audience  Plan: exclusion symbolic annihilation - when a certain group are omitted from a media product stereotypical representation of women - kotv victim,  conventional action conventions  stereotypical representation of white man - guy  intertexuality font  colours bright lowkey high production value  american / british iconography  costumes  sexualisation leather outfit hegemonically attrac...

Explore the ways in which stereotypes can be used in advertising material both positively and negatively . Make reference to the theatrical poster to the New Zealand Vampire Mockumentary What We Do In The Shadows, and the theatrical poster to Kiss Of The Vampire (1963), which you have studied in class.  Kneejerk reactions:  Gender is represented in completely different ways in these two posters. In Kiss Of The Vampire, we see simple and stereotypical representations of men and women, while in What We Do In The Shadows, we see less stereotypical and more complex representations of gender what kinds of representations can we find in media products? 1- simple, straightforward, stereotypical (tide, woman magazine, KOTV, attitude, zoella, LNWH) 2- subversive, complex and not stereotypical (les revenants, humans, riptide, adbusters, attitude, i, daniel blake  Plan nationality - new zealand vs uk gender stuart hall - representation and ideology masculinity  contrasting med...