Unit 1 - Media Products and Audiences

  YouTube What : a video streaming site where anyone can create a channel and upload content When : 2005 Copyright issues : People try to upload content, like music, that isn’t their own and make money from it.  This might be using the content within their own video or just uploading a copy of something like an album for people to listen to.  If they add monetisation (ads) to it, they’re making money from someone else’s work. Combat : Content ID introduced in 2007.  Automated to detect copyrighted material.  Only really works well if your work is associated with a large conglomerate.  For example, some record labels have multiple copies of entire albums uploaded by people who have nothing to do with the music or the label. Mr Beast : Mr Beast got a copyright strike because in a video his friends sang a few lines of ‘Livin’ on a Prayer’ by Bon Jovi.  He wasn’t told what was causing the video to be taken down and had to sear...

  Napster What : A peer-to-peer file sharing service that allowed people to share MP3s When : 1999-2001 Why : The sharing of music was illegal under copyright.  Many musicians and companies took legal action Metallica : Were the most famous/vocal of those rallying against it.  They had an unreleased, demo version of a song leaked on to it and then played on radio stations. Spotify : This sharing of music took it thoroughly out of the physical realm and into the digital.  It was clear that people wanted to have access to music on a large scale. It inspired Spotify, which is well known for paying artists next to nothing for streams.

  Livingstone and Lunt They say: the needs of a citizen are in conflict with the needs of the consumer, because protection can limit freedom. They noticed that regulating media to protect citizens from harmful content can limit freedom of expression. Consumers have wants, are individuals, seek private benefits from the media, use the language of choice, and require regulation to protect against detriment; citizens have needs, are social,  seek public or social benefits from the media , use the language of rights, and require regulation to promote the public interest. How we’ll use it: The social benefit of piracy and infringing upon copyright law allow citizens to maintain their place within their social group by ensuring they can engage with their social group when discussing particular media. (You could also use them in the audience and sensitive/harmful content section by discussing the idea that simply banning any harmful media is limiting freedom of expression). Seat...

Copyright The   exclusive and assignable legal right, given to the originator for a fixed number of years, to print, publish, perform, film, or record literary, artistic, or musical material . Fair Use States that brief   excerpts of copyright material may, under certain circumstances, be quoted verbatim for purposes such as criticism, news reporting, teaching,   research ,   etc. without   the need for permission from or payment to the copyright holder.

Amy, an 11-year-old girl, joins a group of dancers named "the cuties" at school, and rapidly grows aware of her burgeoning femininity - upsetting her mother and her values in the process . Name: Cuties Release :  2020 (9th September on Netflix) Rating:  BBFC 15 Controversy:  The hyper-sexualisation of young girls Concern:  Netflix released a promotional poster that seemed to glorify the hyper-sexualisation of young girls.  This led to an online outcry to ‘cancel Netflix’, because the assumption was this is what the film was about. Alternative:  The film is actually condemning this.  The poster was a poor choice on Netflix’s part and people shouldn’t make assumptions on a film based on one poster.

  Adapted from Denis  McQuail’s  Audience Pleasures, this active audience theory states we consume media for the following uses and gratifications: •Information and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries. • Entertainment  – Viewers watch programmes for enjoyment. • Personal Identity - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics. • Integration and social interaction – the ability for media products to produce a topic of conversation between people. For example who is the best contestant on The X-factor who which was the best goal shown on Match of the day. • Escapism  – Computer games and action films let viewers escape their real lives and imagine themselves in those situations.

  An active audience theory, this is how  the audience deal with the messages they are given by the media: • Production  – Encoding (construction) of a message begins. The creator of the message is feeding off of society's beliefs, and values.  They are hoping to put across as certain message. • Circulation  – How individuals perceive things: visual vs. written. How things are circulated influences how audience members will receive the message and put it to use.  • Use (distribution or consumption) – The message has to be adopted as a meaningful discourse and it has to be meaningfully decoded. However, the decoding/interpreting of a message requires active recipients. • Reproduction  – This stage is directly after audience members have interpreted a message in their own way based on their experiences and beliefs. The decoded meanings are the ones with "an effect. At this point, you will see whether individuals take action after they have bee...

 

Forever alone in a crowd, failed comedian Arthur Fleck seeks connection as he walks the streets of Gotham City. Arthur wears two masks -- the one he paints for his day job as a clown, and the guise he projects in a futile attempt to feel like he's part of the world around him. Isolated, bullied and disregarded by society, Fleck begins a slow descent into madness as he transforms into the criminal mastermind known as the Joker. The film, which follows the evolution of a man named Arthur Fleck (Joaquin Phoenix) from a guy who is troubled to a guy who is out here murdering people, has  sparked concerns that it will inspire real-life violence. The Joker Media sector:  film Release:  2019 Rating:  BBFC 15 Controversy:  Social outcast Arthur Fleck becomes the Joker as he descends into madness.  During an exploitative TV interview that a chat show host thinks will draw a big audience, Fleck rants about the society that has let him down before shooting the hos...

  The ‘effects debate’ has long been criticised for being out-dated.  Commentators such as  David  Gauntlett   (2004) suggests that there are major problems with the way that the effects model treats not only audience members, such as children, as inadequate but also sees the media texts as the root cause of the problem without taking sociological or psychological factors into account.  Such ideas can be placed with active audience theory .  Active audience  theories see audiences as  responding actively  to the media they consume. They may  question  the messages that a media product presents,  disagree  with it, or even  interact with it  (e.g. by reviewing it, commenting on it online etc). Active audience theories see audiences as  consciously aware  of they ways they are interpreting media products, and of the difference between media representations and reality.

The Dark Knight Rises summary: It has been eight years since Batman (Christian Bale), in collusion with Commissioner Gordon (Gary Oldman), vanished into the night. Assuming responsibility for the death of Harvey Dent, Batman sacrificed everything for what he and Gordon hoped would be the greater good. However, the arrival of a cunning cat burglar (Anne Hathaway) and a merciless terrorist named Bane (Tom Hardy) force Batman out of exile and into a battle he may not be able to win. Aurora Colorado Shooting A gunman attacked an Aurora, Colorado, movie theater on Friday, July 20, killing at least 12 and wounding many others, authorities said.

 

  "No Russian" is the fourth level in Call of Duty: Modern Warfare 2's single-player campaign. In the level,  the player controls Joseph Allen, an undercover CIA operative tasked with infiltrating and gaining the trust of a Russian ultranationalist terrorist organisation led by Vladimir Makarov . You had to kill civilians as part of the terrorist group. Rated : PEGI 18 (PEGI is the regulator) Release : 2009 Concern : Encourages terrorist level violence in children. Cultivation Theory: desensitise players to violence and undermines morality by having players kill innocent people  indiscriminately. Game is aimed at adults not children. Alternative : The game is aimed at adults and the level makes you question how far is too far, both on a personal and International militaristic level. An active audience perspective would say that players are able to reflect on the decision and critique it, and are well aware of the difference between the game and re...

Hypodermic Needle Theory: A term for the impact media products have on their audience, it’s built upon ideas from the 1930s ‘Hypodermic Syringe’ model, where Vance Packard discussed the negative impact of mass media products with reference to persuasive advertising across print and broadcast media. Passive Audience Theory: Passive audience theory builds upon Packard’s idea of mass media being able to inject ideas in people’s heads like a “hypodermic syringe” and reinforces the idea that audiences have limited resistance to media messages.  Main concerns were about the idea of ‘copycat’ effects and assumes the audience will copy whatever they see. Cultivation Theory: Gerbner and Gross’ (1978) cultivation theory suggests that over time, repetition of viewing violent acts allows certain ideas and values to become normalised.  By repetitive viewing of violent images in TV, film or video games the audience may become desensitised to them. Examples: Violent lyric...

The Dark Knight, released in 2008, with a distributer request for 12A age rating. Before the film was even submitted, it attracted significant attention from the media because of the sudden death of Heath Ledger who played the Joker. The main classification issues in  The Dark Knigh t are violence and threat.  BBFC Guidelines  for 12A at the time stated ‘Violence must not dwell on detail. There should be no emphasis on injuries and blood’ and ‘Sustained moderate threat and menace are permitted. Occasional gory moments only.  The BBFC received 364 complaints from the public in 2008 about 'The Dark Knight'. People felt that the film was too violent and too dark for children. In a typical year, the BBFC receives around 450 complaints in total, and so  The Dark Knight  comprising 42% of all complaints for 2008 was exceptionally high for a single film.  An analysis of this public response revealed that less than 10 per cent of those who complained...

definition - audiovisual narratives that portray women from the point of view of a heterosexual man Mulvey’s article states that men have historically had power over what they wanted to see or not see in visual art because it was predominately made by them .  She argues that this has led to an artistic tradition where males get pleasure from looking at females who take on passive roles . In her feminist theory, the male gaze represents how society teaches young girls that they need to look desirable in order to get attention from boys while also teaching young boys that it is okay to view women as sex objects.

Tessa Perkins argues that stereotypes, although simple in form, are in fact compressed and shorthand ways of referring to quite complex social relationships Tessa concluded that stereotyping is not a simple process and there are five assumptions that can be challenged 1. Stereotypes aren't always negative however, negative stereotypes are dominant 2. Not always about minority groups or the less powerful 3. People can stereotype their own group 4. They are unchanging 5. Stereotypes are not always false

  Advantages and Disadvantages of using social media for audience feedback: Advantages:  -the feedback can be persuasive to other potential customers -feedback is public -target audience is quite easily reached  -information & updates can be found easily Disadvantages: -negative feedback spreads quickly -open to embarrassment  -negative feedback can influence potential customers that haven't seen the product

The BBFC is the British Board of Film Classification.   They classify films using an age rating system that aims to stop people from viewing film content that is inappropriate for their age. BBFC is a media regulator. Films and Age Ratings: The Batman - 15 - Agreed Deadpool - 15 - Agreed Joker - 15 - Disagree should be 18 Day Shift - 15 - Agreed Texas Chainsaw Massacre - 18 - Agreed

  go to RAJAR listening figures - quarterly listening for this data

Film: Star Wars: A Solo Story (Star Wars) Rogue One (Star Wars) Joker (Batman) Minions (Despicable Me) Birds of Prey (Suicide Squad) TV:  Better Call Saul (Breaking Bad) Wednesday (Addams Family) Video Games:  CoD Black Ops (Call Of Duty) Apex Legends (Titan Fall)

Primary Research -  a type of research design in which the researcher is directly involved in the data collection process Examples: Interviews (telephone or face-to-face) Surveys (online or mail) Questionnaires (online or mail) Focus groups. Visits to competitors' locations. Secondary Research -  a  research  method that involves using already existing data. Existing data is summarized and collated to increase the overall effectiveness of research. Examples: textbooks. news articles. university-published studies. encyclopaedias. published market research. academic journals. published demographic research. government records Quantitive Data - Numerical, easy to analyse data Qualitative Data - Rich, detailed, hard to analyse data

 

They used traditional and online ways of marketing but in non-standard ways by advertising the film in the wrong genre by making it a romance poster.  Videos released for the film included a public service announcement parody instructing men on how to check for testicular cancer, played during an episode of The Bachelor; holiday messages for Chinese New Year and Australia Day; a cross-promotional video with Manchester United; a video starring Betty White etc. 62% are male - this could be that there is a lot of violence which stereotypically appeals to men. Another reason for this gender surplus is that the main character is a man and he is strong. In C1 it talks about 'junior management'  and this means that it's directed towards youths.

  Denis  McQuail  (1972) identified four categories under the broader heading ‘audience pleasures’ that offer an insight into why audiences use and interact with certain media products.  These are: • Entertainment/Escapism : People use media products to get away from reality – for straightforward enjoyment. • Information/Surveillance : People use media products to find out information, to learn things. This might be through factual media products, but it can also include insights gained through fiction entertainment. • Personal relationships : People use media products as talking points • Personal identity : People use media products as a means of shaping their own ‘subcultural identities’.