Martha Kenny Media

Key terms/terminology: Ideology: The beliefs and values of a media. Dominant Ideology: The set of ideas or culture that is most common or widely accepted in a society. The dominant ideology can change over time. This always changes. Connotation: Way in which meaning is created, deeper meaning. Enigma: A question that is not immediately answered and therefore draws an audience in, making them interested in finding out the answer.  Neologism: This phrase is used to describe a new trend that newly emerges.  Protagonist: A character who  drives the narrative forward (a main figure/character) Realism: Techniques in which a media text represents ideas and images that are held to have a true relationship with the actual world around us.  Intertextuality:  Intertextuality is the shaping of texts meaning through referencing or alluding to other texts. Texts provide context within which other texts can be created or interpreted.  Diegetic sound: Non-Dieg

Key theory 7 - David Gauntlet - theories of identity Gauntlet believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on television. He writes how there are many more representations of gender than the traditional 'gender binary'.  Stereotypical roles and characteristics of men: Less sensitive  Physically fitter an stronger Should hide their emotions and be mentally stable  Have more intense physical jobs e.g. builder or engineer Has more say and power in any relationship Dominance and strength  Has more responsibilities  Sometimes careless Stereotypical roles and characteristics of women: Takes a lot of pride and care into physical appearance  Good at cooking and jobs at home  Emotional and cares a lot Affectionate and loving  More light-work employment e.g. Assistant Domesticated  Tidier and cleaner  More sensitive  More maternal

Introduction to charity advertising:  What is the purpose of the charity advert?  To inform and educate the audience and expanding the audiences knowledge on what the specific advert is representing.  How do they work?  By guilt-tripping the audience and making the audience feel sympathetic towards the charity campaign.  What mode of address do they take?  Typically charity campaigns are very direct and forceful, colour is typically dull and dramatic in order to allow the audience to sympathise. Adverts are very personal to share the responsibility within the advert.  What conventions do they demonstrate?  typically contain shocking images and titles. They also use ambiguous tag lines in order to make it memorable and make the audience think. And uses motif address.  NSPCC - open your eyes (2000)  disturbing crying sounds at the beginning  Sustained distressed/eerie soundtrack throughout the charity advertisement Direct lexis, making it personal  Lists the benefits o

Component one - media products, industries and audiences  Key theory 1 - Roland Barthes - Semiotics Sign, signifiers and signifieds  Anything that can have meaning The thing that creates meaning The meaning that is actually created Codes: Hermeneutic Codes Also known as enigma codes, these refer to something within the media product that creates mystery or suspense.  Proairetic Codes Also known as action codes, this refers to something within a media product that suggests that something will happen.  Symbolic Codes Something within a media product that creates deeper meaning for the audience.  Textual analysis Textual analysis refers to studying a media product, and suggesting ways that the media language creates meaning for the audience.  'Blagging It' When conducting a textual analysisit is always better to provider an opinion than say "i don't know"   Important terms: Z-Line = When looking at a pa

Key theory 6 - Stuart Hall - Theories of representation  Re/presentation  Re/peat Re/mix The ways in which a media product constructs the world and the aspects in it, including social groups, individuals. issues and events.  Lindt Lindor - 'Do you dream in chocolate?'- 2011 In what ways is Lindor brand chocolate represented in this advert? It is represented as something that is luscious which is a luxury. It is represented as it is something very personal.  Conveyed at something that is expensive. The combination of the colours red and gold represent wealth and love/affection.  In what ways do technical elements construct this representation? Their use of sound is very slow, soft and gentle which is creates a calm atmosphere which is possibly used to lure the audience in. There are many of shots of the women which are very close up, this provokes the idea of sexual/sensual ideology. There are some effects like blurring between shots which again em

Tide print advert (1950s) Designed specifically for heavy-duty, machine cleaning, Procter and Gamble launched t his in 1946 . Quickly become the brand leader in America The D'Arcy Masius Benton and Bowles (DMB&B) advertisement agency handled these accounts throughout the 1950s. Market research showed that consumers has high levels of confidence in this company at the time this was launched. They used print and radio advertising campaigns  in order to build familiarity with these new campaigns. The women in this advert is clutching and 'hugging' this household item, showing show important this one item is to her. This manipulates the audience into thinking that they need to invest their money and purchase this item in order to achieve this happy lifestyle that this women is implying (gesture codes). The women in this advert has placed her lips close to the box which make the audience infer that she is about to kiss this household item which emphasises her e

What is a stereotype? Stereotype: 'A commonly held belief about a certain group of people' Richard Dyer - the role of  stereotypes An ordering of process A short cut (for the producer) A reference point (for the audiences) An expression of dominant societal values.  Textual analysis: Camera work: framing, shot types, angle, position, movement Editing: pace, type of edits, continuity/montage, structure/narrative Sound: music/dialogue/voiceover Mise-en-scene: colour, lighting, location Anchor spreadable butter -  What groups of people are represented in this advert? there were many stereotypes around groups of the elderly and the typical groups of the elderly and the young 'grand children'.  The elderly women is also given a Caribbean accent which is used to create humour and make it rememberable for the audience.  What assumptions are made about these groups of people? There are many stereotypes around these group of people which are con

Pen portrait   BEST STYLE  ICONS: Kylie Jenner  Kendall Jenner Mabel Jorja Smith Rihanna Sara Synder FAVOURITE YOUTUBE  CHANNELS: PAQ Refinery 29  Genius videos TOP TV SHOWS: Power American Horror Story Plebs Imbetweeners Friday Night Dinner Orange is the new black  BEST ALBUMS OF  THE YEAR: 'lost and found' - Jorja smith 'ctrl'- SZA  'new life' - Drake  'Dear Annie' - Rejjie Snow  'Astroworld' - Travis Scott  'Blonde' - Frank Ocean FAVOURITE PLACES  I'VE  BEEN TO: South Africa  Thailand New York Chicago BEST ACTORS: Dylan O'brian Leonardo DiCaprio Theo James Shailene Woodley Halle Berry FAVOURITE MUSIC VIDEOS: Blue lights - Jorja Smith  Nonstop - Drake Broken clocks - sza I like it - Cardi B D'evil