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20/04/20 - music video comparison - Beyonce and stormzy

Music video comparison - Beyonce and Stormzy Codes and conventions – performance/narrative/experimental features Camera work (framing – shot types, angle, position, movement) - hand held cinamatography - smooth transitions to track the different characters and create sense of fluidity  Editing – beat-matched? - editing matches the rhythm of the music, the actions and particular movement coin-side it.  Elements of continuity/montage How does the video interpret the music and/or lyrics? Structure/narrative - Follows narrative of Stormzy and presumably his friends, most of the individuals used are from an ethnic minority, follows the stereotypes held against street culture and crime that is associated with it. This music video shuts down those stereotypes just to  Intertextuality - dance movements very similar to the back up dances and their expression and movement in - this is  America by childish Gambino. In this music video the afro American back
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Ideology on Attitude - media language

Ideology on Attitude  quick user engagement active narrative emotive lexis gossip style content  emphasis on celebrity informal mode of address middle class social media promotion inclusivity blend of 'serious' story Sexualisation of the male body stereotypical representations  The website homepage  Websites can be deconstructed like any other media form. They are encoded with meaning through their use of signs and signifiers (Barthes) media language refers to Technical codes (layout, design, imagery...), visual codes (colour, muse-en scene) and language codes (mode of address and language style) The basic principles of Print media (magazines and newspapers) apply in that a fundamental audience appeal is constructed from layout and design with the key fact that websites have their own conventions. What does semiotics actually mean? Semiotics is the study of signs and symbols, Every aspect of a media product is a sign, whether it is a shot type, came
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Video game theorist

Video Games  Audience Theory:  (Audience) Albert Bandura: The idea that we are more likely to imitate what we see Video games make us more violent. Ultimate-doom = controversial game blamed for a lot of violent acts- school shootings in America. (KEY EXAMPLE) Assassins creed  oppositional reading, strong woman for main characters follows a storyline, to create narrative and position the audience to lead the way  Sound effects e.g. groans and noises showing emotion, making the game more realistic  When taken out of context, this game can be viewed as threatening or damaging to someones mentality. Albert's Bobo Doll theory and its relevance to videogames:  How can we critique this theory? This doll is merely created to keep coming back up, showing that this is created for violent act of punching etc. Critical of the theory as they only conformed against it because of the type of doll Most of the kids they tested this experiment on
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Reintroducing advertising

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Reintroducing advertising industry  Images on right hand side showing the 3 main case studies for advertising. 1- Charity advert  Intertextuality  Charity water aid was established in 1981 as a response to a United Nations campaign for clean water. Now work in 37 African, Asian and central American Countries. Advert itself: Created by Atomic London (2016),stars 16 year old Zambian student. Aims to show how communities benefit from clean water by depicting normal everyday chores.  Intertextuality: Clauding sings in English a British cover of 'sunshine on a rainy day' Allows the audience to instantly relate to the advert, targeting a mainstream 'young' British audience. Ideologies: Optimistic outlines the preferred reading, joyful, able to relate to Claudia's ideology. Subverts against stereotypical conventional charity adverts. Uses slow motion, hand-held cinematography of chidden laughing and playing around the symbol
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Attitude and Zoella - industry and David Gauntlett theory

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Tuesday 24th march 2020 Attitude and Zoella - industry and David Gauntlett theory David Gauntlett: Argues that audiences are not passive but instead construct their identities through picking and mixing the ideologies of the producer in whatever way they want to choose. He believes indentity is just a concept in media studies, as we as audiences respond to texts in a mixture of different ways. This enables the potential for the producer to manipulate their target audience through ideology. Task 1: Explore how Zoella and Attitude online manipulate audiences through ideology. Heavy use of instagram , snapchat and youtube - these sites fit with the social media applications most prominently used by this age group.  Youthful co-presenters Deliberate amteur aesthetic suggests authenticity to this media saturated audience segment. Everyday activities of this demographic are incooperated into narratives to create connections with the target audience.  Fan connecti
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Attitude online and the online magazine industry

Monday 23 march 2020  Attitude online and the online magazine industry What is the point of Attitude online and how does it work? Attitude.co.uk is a simple and straightforward website and targets a 'simple and straightforward audience'  It presents stereotypical and straightforward representations of gay men to construct a stereotypical, specific target Audience. The sole reason that Attitude.co.uk exists is to advertise the magazine to the target audience and to increase its profit through advertising revenue. Attitude is a digitally convergent media product, multimedia integrated media product which utilizes hyper modality in order to exploit a range of push/pull factors, in order to maximizese its revenue. Key terms;  Key term - digital convergence - the coming together of previously separate media industries thanks to the benefits of digital technology. For example Netflix is an example of the convergence (coming together) of film, TV and the inte
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Specialized audience - assassins creed application

Specialized Industry  interactivity  huge expenditure of resources  much higher RRP significantly longer length  a dedicated 'core' target audience, more specific  games developed for specific hardware, or released multi platform  Example: Assassins Cred 111 - liberation  Published by Ubisoft in 2012 for the playstation vita, with a subsequent HD re-release for playstation 3  and Xbox 360. How does the trailer for Assassins Creed target a specialised audience and generalized audience? Mass audience  the rating being 18 having a female lead character with different ethnicity  cinematic - similar to a film trailer  Hermeneutic code (questions must be answered) soundtrack - non diegetic drama music - intensifies as trailer progresses  The narrative is clearly one of the main aspects that is used to sell the game/product the cinematography - closeups, low angles, establishing shots, slow mo effects. genre - stealth genre familiar to audiences Spec
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