Martha Kenny Media

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

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

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

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