Research

"Notes on 'The Gaze' by Daniel Chandler

• 'to gaze implies more than to look at - it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze.' There is a voyeuristic aspect, audience have more power.
  
• 'some 'glamour' photographers to enhance their photographs in the same way and thus to increase the the attractiveness of the model.' Create unnatural appearances of models which audiences aspire to achieve, however, the model of course have been edited to look this way.
  
• 'Stereotypical notions of masculinity are strongly oriented towards the active...male models feel bound to avoid the 'femininity' of being posed as the passive object of an active gaze.' Don't challenge stereotypes.
  
• 'close-ups signifying intimate or personal modes, medium shots a social mode and long shots an impersonal mode.' Camera shots creates different modes of address and can be analysed in different ways.
  
• '...the camera frequently enables us to look at people whom we would never otherwise see at all.' The camera allows other people to be noticed, not just celebrities and models on the front page of magazines.
  
• 'Men look at women. Women watch themselves being looked at.' Women are often sexually objectified however it is never really the other way around. This suggests that women allow this objectification to continue and accept it.
  
• '...women were still 'depicted' in a different way to men - because the 'ideal' spectator is always assumed to be male and the image of the woman is designed to flatter him.' There are still stereotypes and men are seen as the dominant characters

Textual Analysis

Cosmopolitan Magazine Cover

The fashion and lifestyle magazine 'Cosmopolitan' is famous for moving away from traditional stereotypes and challenging hegemonic ideals focused upon women. When considering the process of mediation, there is three stages: Selection, Organisation and Focus. This all together creates some sort of representation and in this case a representation of women is formed.
Firstly when considering the selection, the model and the coverlines chosen are the two main aspects. Here the model chosen is the actress Nina Dobrev, famous for her lead role in The Vampire Diaries therefore appealing to a wider audience. She is young, attractive and is wearing flawless looking makeup reinforcing the convention of 'picture perfect' models in these magazines. She is also wearing a revealing outfit which draws the reader's eyes to her body image, perhaps highlighting what an audience should aspire to achieve. Furthermore the coverlines selected reinforce the magazines overall ideology of women being independent but also demonstrate its highly sexualised content. The coverlines selected have a clear focus on fashion, trends, beauty, sex and celebrity creating the predominant representation of women being concerned with their appearance. For example the coverline '263 Hot Looks & Sexy Hair Secrets' signifies that women have an obsession with looking good and 'secrets' suggests that they like to stand out from the crowd and be unique in their appearance. The number of '263' also indicates how the magazine offer a wide range of styles to appeal to a wider range of women, highlighting the large variety of choices a woman can make when wanting to look good. 

The construction of the magazine cover can be analysed through the framing of the main image and the overall layout of the magazine. When looking at the main image of this cover, the model is shot in a long shot allowing the audience to see the whole of the model's appearance and body language which demonstrates her body confidence. She is also looking directly at the camera encouraging the audience to feel more inclined to read on, representing women as easily approachable. Furthermore, the layout of the magazine uses coverlines in a range of sizes, essentially filling the page suggesting that women are outgoing people with busy lives. The background colour of the magazine is hot pink connoting femininity which is a hegemonic ideology reinforced to us from birth therefore the magazine doesn't necessarily move away from this stereotype. 

The overall focus of the magazine is clearly associated with appearance and fashion however some aspects of the magazine are contradictory in the sense that they don't necessarily move away from common stereotypes for example women being objects of sexual desire. An example of this would be the coverline '21 Mind Blowing Sex Moves You've Never Tried Before.' This indicates that women perceive their own bodies and lives from the perspective of another's gaze.

Research

'Media, Gender & Identity' written by David Gauntlett

• 'The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons.' - The mass media is a force for change and the whole idea of traditions are considered to be quite strange. Women are represented as more independent by the day while men are beginning to be represented as more emotional, seeking advice. 

• 'Magazines...promote self-confidence (even if they partly undermine it, for some readers, at the same time) and provide information about sex, relationships and lifestyles which can be put to a variety of uses.' - These topics are all part of the social construction of identity. 

• '...role models serve as navigation points as individuals steer their own personal routes through life.' - An audience, for example, can aspire to look like a celebrity they see on the front of a magazine or they might wish to achieve what they've achieved. They have an impact on individuals. 

• 'Magazines for young women are emphatic in their determination that women must do their own thing, be themselves, and/or be as outrageously sassy and sexy as possible.' - Magazines essentially aim to defeat social ideologies about women and emphasise the important of certain aspects, eg. independence. 

• '...the magazines are often centred on helping men to be considerate lovers, useful around the home, healthy, fashionable, and funny - in particular, being able to laugh at themselves.' Magazines are not always too serious when offering audiences advice. 

• 'It is impossible to say that women's magazines always carry a particular message, because the enormous range of titles target an equally diverse set of female audiences.' - Magazines can be contradictory in what they say however this range of messages can appeal to a wider range of people. 

• 'In contrast with the past...we no longer get singular, straightforward messages about ideal types of male and female identities...Instead, popular culture offers a range of stars, icons and characters whom we can acceptably borrow bits and pieces of their public persona for use in our own.' - Traditional ideologies about gender are no longer prevalent and the media offers a more diverse variety of messages to present to us. 

• 'Media messages are diverse, diffuse and contradictory.' 

Research

Media Magazine 17 'Magazines and Gender' written by Stephen Hill

• 'Gender is different to sex; there is general consensus that while sex is biologically given, gender is a social construct.'
• 'Like other aspects of post-modernity, current attitudes towards gender politics have become fragmented, characterised by playfulness and irony.'
• '...the contradictory assumptions made about gender in these magazines can be seen as a reflection of the gendered order of society and culture.'

It's important to understand that sex doesn't define anyone's characteristics or personality but it's gender which is constructed by the media and society. However, these representations of gender have became fragmented and detached as seen through various media texts signifying that no real representation is completely true or reliable. Overall this source highlights the contradictory representations presented to us throughout the media which are used in order to appeal to the more mainstream or perhaps niche audiences and how aspects as simple as the font can be used to construct these representations. 

The Representation of gender roles in the media by University West Spring 2012

• 'The starting point in gender theory then is that the features/traits that we consider as being feminine or masculine is socially constructed, and has changed throughout history.'  
• '...previous studies show that if women are represented, if at all, it is usually in a negative manner, as an object, subordinated or as a victim that needs to be saved: in some cases women are even portrayed as less successful than men.' 
• 'Women are represented as striving towards being as beautiful as possible, and as young-looking as possible.'

 ' Feminine Traits       
  Physically weak, Submissive, Emotional, Dependant, Afraid, Fearful, Nurturing, Troublesome, Follower, Victim, Described as physically attractive, Asks for or accepts advice.'
      
Masculine traits are usually considered to be the complete opposite when looking at a typical, conventional media texts.

This overall text demonstrates how gender roles are constructed by the media and that some audiences already have different perceptions of men and women due to the media. It also highlights the fact that men are represented very differently to women and are usually presented as the dominant beings in a patriarchal society. In some texts some women are represented as materialistic and concerned with their physical appearance by using the example of the film Sex and the City.  

Miley Cyrus

Representation of Celebrity

Text 1. Album cover: Hannah Montana Concert CD

Here we see Miley pose for an album cover back when she was the popular child Disney star, Hannah Montana. Cyrus represents herself through her facial expression, with her eyes in contact with the camera. Her smile helps emphasis her glowing youth and her hand pointing towards the audience while holding the microphone in the other allows the younger audience to feel connected with the child star and aspire to her as a role model. 

The encoders reinforce the representation of her being a child superstar through the use of foreground and background being bright spotlights connoting her stardom and fame which is anchored by the spotlights featured in the main typography being her name. As well as this, the copy 'best of both worlds concert' indicates anchor the image of her being up on stage performing to an audience. The encoders also frame her in a medium shot revealing her outfit which seems typical of a child pop singer but also reveals her holding her microphone signifying her musical ability but again, reinforcing her pop star status. 

The target audience would presumably be particularly young, around 7-12 who tend to aspire to young pop icons like Cyrus therefore they would be expected to respond with the preferred reading of her being a new upcoming child pop star who they will also feel they'll be able to relate to due to her encouraging a connection between her and them.

We live in a society which immensely values celebrity as well as success and here we see Cyrus represented as not only an entertainer but also an iconic role model for young girls. 

Text 2. Star magazine cover 

The main image of the magazine is of a Cyrus however we see that being a tabloid magazine, she hasn't posed for the picture. Her eyes are directed towards the floor and her facial expression seems natural yet slightly distressed. 

The encoders of the text being the journalists and editors of Star magazine have represented Cyrus as a drug addict through the copy 'Miley's Secret Drug Problem'

The Star magazine audience would be expected to take a preferred reading as stories of this particular problem are repeatedly featured within the tabloid 

Psycho Essay

Psycho Essay

 When analysing the Hitchcock thriller 'Psycho', it's clear to see that is begins with what seems normal but draws us an audience deeper and deeper into the abnormal. The film begins with a high angled establishing shot of a city where we then see the captions of the name of the city which we learn is 'Pheonix' and a precise date and time. This makes an audience question  whether this is of any importance as it could of been anywhere. Also at the end of the film, time has ceased to exist. The camera then takes us through a window which appears to be open slightly where we then see a couple, Marion and Sam. The camera entering through the open window positions the audience so we feel like we're watching in on something they want to keep private as we soon learn they are not married. In the 60s, having a sexual relationship and not being married would be seen as wrong so we know that they're keeping this relationship secret and are meeting surreptitiously.

 From the beginning, we're forced to identify with the character of Marion, even between the dispute between the two lovers we naturally side with her. We are restricted to this character as we see her feature in every scene up to her death. Sam doesn't appear to us as a romantic hero character due to him worrying about paying his father's debts and his ex-wife's divorce which we would expect him to sweep aside for the love of Marion. However we side with Marion as we see her willingness and determination to accept the situation they're in for the sake of their relationship together. The technical code of the close ups and medium close ups indicate the lover's intimate relationship and again makes us feel as if we're watching in on them throughout this. Furthermore, due to Marion's dream of getting married to Sam, we see her steal the $40,000. During the scene of her packing her bag up, we see the camera switching from her face to the money on the bed making us aware that she will steal the money however we accept that she steals the money for a good reason. We see her hesitate suggesting that she isn't fully committed however here we see her inability to control her actions and takes the money anyway. It's this scene which gets the story going and we still continue to identify with Marion despite her perhaps being better off without the $40,000. 

Later on in the film, we see Marion get stopped by a policeman which raises tension for an audience as we see her in a state of panic even though she has not yet done anything wrong. She makes herself seem suspicious when he asks her for her license as she starts of by refusing,  making matters worse for herself. The extreme close up of the police man staring directly into the camera positions us as an audience as if we were in Marion's position ourselves and is quite intimidating therefore we can identify with how Marion is feeling. We then see this police man watch her change cars and he now knows what this new car looks like yet we see her go through with the exchange anyway. 

Throughout this journey Hitchcock positions the camera so we're focused on Marion's wide eyes which show the most emotion. The voice overs are part of her imagination as we see her paranoia and her fear of violent repercussions. As well as this, the non diegetic orchestral music also increases tension as it reinforces her feeling of hopelessness and her weariness. This music is a conventional element for any thriller movie because it prepares us for something that about to happen next. The film conveys a sense of an endless journey leading to nowhere as we see shots of the road ahead of her. The heavy rain then makes matters worse before we see her pull up at the Bates Motel which seems to just appear out of the darkness. 

The confrontation between Marion and Norman Bates is what ultimately makes her decide to return the money that she had stolen the next morning. Throughout their discussion we learn that Norman enjoys to stuff birds raising the binary opposition of normal vs. abnormal between Marion and Norman's psychotic behavior. The birds could be considered as a metaphor for Holden due to them being predatory. During their conversation using shot/reverse shot, Norman says 'we all go a little mad sometimes. Haven't you?' to which Marion replies with, 'Sometimes just one time can be enough. Thank you.' Norman refers to his personal situation, of him acting as his mother, however him saying this is what gives Marion her chance of salvation which she takes by deciding to return home. Here we see the differences between the two meet as both cases are 'secrets' of theirs. 

When Marion returns to her room we see her under the shower where we see her movements start slow and ritualistic. Her facial expression implies that she's finally washing the guilt that we carried with her away and suggests that everything is back to normal. However her murder is then much more shocking as we have been forced to identify with her throughout the whole of the film so far and we're left with nothing to cling to. This would leave the audience confused as the murder of Marion is irrational to the theft of money and we want to know why. As soon as the shower curtain is pulled back, the editing of the murder is very fast paced and is full of jumps cuts which increasing the dramatic tension and disorientates the audience. After we see her fall to her death, Hitchcock uses a graphic match when focusing on drain then transitioning to an extreme close-up of her eye which metaphorically indicates how her life has been drained from her. Also, the extreme close-up of her eye gradually zooms outwards as if we're drawing apart from Marion after being restricted to her until this point. After this, Norman Bates is the only character available to attach ourselves to and at this point, we see the character as quite sensitive and vulnerable towards his mother. The shot of money which was initially set the story off, is now just a reminder of Marion's life and her desires to get married to Sam. 

Throughout the rest of the film, the character of Norman behavior becomes more suspicious as we see the murder of private investigator, Arbogast. Before his murder, we see their conversation begin with a medium close-up where we could see both characters in the same shot. However as tensions are raised, the two then begin to be shot with individual close-ups signifying the change in relationship as we see Norman now appearing quite agitated and pressured. Towards the end of the film, it's revealed that Norman's mother is in fact dead and he has been the killer all along. 

The use of black and white throughout the film creates a chilling atmosphere as it's darker and the use of shadow is pronounced. It allows us to pay more attention to the scenes before us as well as focus on the emotions of the characters. The black and white could also symbolise the two personalities of Norman Bates for example his sensitive side and his psychotic side which Hitchcock challenges and surprises us with. As well as this the use of black and white makes the film seem more like a classic and could of perhaps been used to make the film seem more iconic. For example, many well known films made in the 30s and 40s used black and white including "The Wizard o Oz" which used both black and white and colour. 

Analysis of Genre

"21 Jump Street" Trailer 

I'm going to analyse the characteristics of the trailer for the 2012 action comedy film;
"21 Jump Street". We instantly recognise that this film is of the comedy genre when looking at the binary opposition of popular vs. unpopular in the opening scene in high school to the upbeat music used reinforcing the comical atmosphere. We can also see that the film is of the action genre, making this a hybrid comedy genre. We find out this is an action film as we see the two protagonists training to be a part of the police force as well scenes of a car chase towards the end of the trailer. 

When considering the aesthetic look of the trailer, one of the first scenes we see within the trailer is what appears to be a flashback to the two main character's high school years where we again, see the binary opposition of popular vs. unpopular or the jock vs. the nerd. When hearing the lines of dialogue 'not so slim shady' we're immediately directed to this scene as we see the 'nerd' dressed as the rapper Eminem telling us that he is a 'wannabe'. This overall would create humour for an audience due to us seeing the contrasting characters now being forced to work together however learning from each other's strengths in the upcoming scenes.This is a key convention featured within comedy films, particularly within the high school setting as we immediately recognise the two stereotypical characters and it's here where we're introduced to the theme of friendship. When looking at the conventional use of stereotypes in a comedy, this film being set mostly in a high school will feature many stereotypes, the obvious one in the trailer being 'the popular kids'. An audience of a similar age to the high school students will perhaps relate to scenarios or characters making the scenes presented, more comical. 

In any comedy, a lot of the dialogue is what creates humour and in this particular trailer we hear many examples of this. The diegetic sound of dialogue is clear so us an audience can understand it and potentially laugh at it. A clear feature in the trailer which creates humour is when one of the protagonists say, 'get ready for a lifetime of being bad asses' to the trailer then flipping to a shot of the two riding bikes in a park. This juxtaposition is what creates humour and we see various features of this throughout. Another example of this is the defiance of them purchasing alcohol and getting drugs for a party despite them previously saying 'we'll be super professional'. If they had listened to what he had said and not had a party with alcohol, it wouldn't have been as funny for an audience to watch therefore making juxtaposition another convention of comedy films. As well as this, the scene at the party where we see one of the protagonists discover that he has been stabbed is another part which we find funny despite the extremity of the situation. However we laugh mainly becuase of the response of 'that's awesome!' Many films of the comedy genre feature such extreme situations for humour as we it's something that we perhaps don't expect to happen and they portray it in a comical way.

The plot of the two characters going undercover to find the supplier of some sort of drug in the high school is quite an unrealistic scenario yet the enigma code of them going undercover raises the question of, will they get caught? Comedy depends on conflict no matter how major it may be and being of the action genre as well, conflict is also featured within the trailer. 

Some conventions of the action genre that feature within the trailer are the close ups of them loading their guns. Guns have connotations of the theme conflict therefore signifying that some sort of action is about to take place. As well as this, the fast pace editing of events after this also demonstrates how within their mission to find the supplier, they perhaps get closer to completion however there are barriers in their way which is typical of any action film. The non-diegetic music playing in the background also adds to this effect of fast pace editing. The iconography of the scenes of explosions and violence are common in crime films and are scenes that we would expect to see within and, through these scenes we see the binary opposition of weak vs. strong. We also see them wearing white suits for the high school prom after loading their guns which again is another feature of juxtaposition as we would connote the colour white with purity and innocence. However we know that the two character's are undercover and have guns which contradicts with this. 

Overall, the trailer features many key conventions that are identifiable for the mostly comedy genre from the use of stereotypes to the juxtaposition of scenes which when it's all put together, creates humour for us as an audience and is what makes the film's genre of comedy so easy to recognise. 

Media Diary Week 6

Guilty Pleasure

For me my guilty pleasure which I'm secretly not so guilty about has to be the supernatural drama "The Vampire Diaries". This show focuses on the life of the protagonist Elena Gilbert as we see her fall in love with vampire Stefan Salvatore and through this we see her open to the world of the supernatural. Throughout the series we're also introduced to many more supernatural threats including werewolves, witches and ghosts therefore making the show increasingly gripping and dramatic. Considering the show perhaps being described as a 'typical romantic vampire teen drama' the target audience would be the Mainstreamers when looking at Young and Rubicam's '4Cs' model due to their core need in life being familiarity. However I don't think that this show is the cliche vampire drama due to them taking risks with the storyline and the characters doing things that you never thought was possible. For that reason the show could also be targeted at an Explorer audience due to them responding to brands that  offer new sensations and instant effects.

This is a text that I wouldn't usually consume because I have never really watched or have continued to watch long drama series because I usually find them to get too dragged out or I'd get bored with the typical 'love triangle' or relationship complications. I usually like watching something different  and to discover new things therefore fitting in to the Explorer audience. Also I found the whole vampire romance story to have been done a thousand times before. However with this show from the start I found myself drawn to the unexpected plot twists and the cliffhangers at the end of each show that keep me wanting to see more despite the ongoing romances tied in with the show's characters. I started watching it due to basic boredom but now I'm basically addicted.

When taking a reading of the text, I think I take a preferred reading and just simply enjoy it for what it is because I'm usually too drawn into the gripping scenes to analyse it and consume it in a different way. I understand that the whole supernatural theme is complete fiction but I still enjoy the show all the same. It's the situations and scenes that occur which I know would never be possible which grab my attention so much therefore I don't think I could take an oppositional or negotiated reading.

Overall the text appeals me due to it foremost fulfilling my need of Entertainment as I could sit and watch the show for hours and still find my self enticed to everything that is happening. The new characters they introduce keeps the show's storylines interesting and the use of music in the background can sometimes create suspense and is a major attention grabber. The show also fulfills the need of Personal Identity due the characters being in high school therefore being a similar age to me despite my life being entirely ordinary in comparison. However even though most of the characters have supernatural elements, they still portray the importance of friendship relationships which us as an audience can relate to.  

Media Diary Week 5

Uses and Gratifications

The first media text that I'm going to analyse using Blumer & Katz' Uses and Gratifications model is the film "Catching Fire" which is the second film of "The Hunger Games" series. In this film we see that a rebellion against the 'Capitol' has begun and the protagonist Katniss Everdeen is a symbol of the revolution therefore meaning she must play a part in it. In the film we see Katniss and Peeta returning to the games for a second year due to President Snow wanting Katniss to die and end the revolution once and for all.

The need that the film foremost fulfills is Escapism and Entertainment. This film features many gripping scenes as we see the tributes fight for their lives in the arena but also facing various problems which keeps the audience entertained and prevents them from loosing interest. As audiences, we begin to learn and engage more with the lives of the characters as well as having our least favourite characters who we're almost forced to dislike, including the 'career' tributes who win the games almost every year. As a result, when seeing these characters that we're engaged with defeat these disliked characters or do something to make them irritated, we feel a sense of victory which also keeps us entertained. 

Another need that could be fulfilled is Personal Identity. Despite us not going into an arena to fight for our lives, we can relate to the protagonists due to them being the same age which also allows us to compare our own lives with the characters. Also we see Katniss having a very close relationship with her younger sister Prim which many young people may relate to. As well as this, Katniss feels as if she must protect her family which again allows some people to relate or compare themselves with. 

Despite the need of Information isn't the films major fulfillment, this need could still be achieved as we learn about the effect of revolution and war. For example we see numerous districts rebel against the Capitol with images of violence and fires, as well as the authority being the Capitol wanting to make an end. The film therefore also provides us with information of the effect of social class as we see many lower districts desperate for food whilst the people of the Capitol have an endless supply of food. It's the Capitol however who find entertainment in seeing these people fight for their lives. 

Finally, the film can also be seen as fulfilling the need of Social Interaction as whilst watching, you can interact and discuss the situations portrayed with the people around you as well as talking about it online on social media sites. Being a popular film, after watching it I found myself discussing it with my friends.

The second media text that I'm going to analyse is the Channel 4 TV show "Gogglebox" which focuses on British couples, families and friends sitting down watching British TV every evening. Throughout the show we see the different opinions and reactions of the people whilst watching TV shows that we all know or may of heard of. 

Again the need that is mostly fulfilled is the need for Entertainment and Escapism. As the shows features the people's reactions, the show is quite humorous therefore providing the audience with entertainment and will make them want to continue watching the show. Also due to us being able to Personally Identify with the people featured, we will find it entertaining due to us being able to relate to their opinions, reactions and everyday lives. We will also be able to Personally Identify with the situations and relationships portrayed. For example seeing a typical British family and hearing their opinions of the show will allow us to relate and agree or disagree with what they have to say.   

As well as this, this show could also fulfill the need of Information due to the show featuring the couples, families etc. watching shows that we may be interested in or haven't heard about. This therefore enables us to discover more shows that we will find interesting but also find out what shows are good and bad.  

Media Diary Week 4

"Bad Blood"

A media text that has changed my life is the album "Bad Blood" by indie rock / pop band Bastille when listening to music. Like many others, I was first introduced to this band at the start of 2013 when they released their breakthrough single "Pompeii", a track which scored them number 2 in the UK Singles Chart. At the time I was getting tired of hearing over played pop songs on the radio but this song grabbed my attention and sounded like nothing else on current pop radio and I immediately wanted to hear more. 

After listening to the album for the first time I was straight away hooked to the diversity of songs and melodies, from the anthemic "Laura Palmer" to the piano balladry in 'Oblivion'. Also I found myself engaging with the vivid lyrics which were also quite authentic. Before listening to this album, I had never really found myself particularly liking every song on an album which also caused me to have this album on replay. Also in comparison to what I had previously been listening to, this album seemed a lot more heartfelt and as a result as a whole, I found myself sharing the album with my friends who also share a similar taste in music.

Later that year, the band released an extended version of the album "All This Bad Blood" which included another 12 songs which featured the same electronic pop / rock feel however they all still engaged me with their use of instrumental harmonies and lead singer Dan Smith's distinct vocals. Listening to this album consequently encouraged me to discover more artists of the same genre of music which I now go nearly every day listening to. It has also caused me to discover new artists who I probably wouldn't of thought of listening to allowing me to listen to a wider variety of artists and genres in general. 

Media Diary Week 3

Audience Classification

 

 

 

 

Coronation Street is one of the Nation's most popular soaps, with it's unbelievable storylines and non-stop drama, many households follow the routine of watching this soap most evenings and have done for over fifty years.

 

When looking at the Income / Status model, I think this text is aimed at people at lowest level of income such as students or the unemployed, to people in lower middle class such as office supervisors or junior managers based on the fact that this text is focused on people who live similar types of lives. The characters in the soap all live out their day to day lives and seem to face some sort of drama which, many people of these classes could perhaps relate to or even simply find entertaining.

 

I think that a typical audience member would be a women around the age of forty-two who is married with a few children. She would also be in the skilled working class category and would perceive herself as quite a fun-loving person who thinks being a mum is all important. She'd be white British and doesn't consider religion to be all that important to her. Despite this, she wants the government to focus on improving the education of young people and is worried about public services. However overall she loves to watch more soaps such as Eastenders and even Casualty but during the day tends to watch Loose Women whilst the children are in school.

 

When looking at Young and Rubicam's '4Cs' model, I think Coronation Street would most likely be aimed at the mainstreamers in society. I think this because their life choices are 'we' rather than 'me' therefore they'd rather watch something that everyone around them are also watching. This allows them to talk about it with the people around them and allows them to 'fit in' with conversation due to this text being quite popular. Also because their core need in life is for security meaning they don't want to watch anything too complicated. Coronation Street, as like most soaps, features the typical unrealistic storylines which despite this, are easy to understand and follow which is perfect for any mainstreamer.

 

Finally when looking at the lifestyle categories I think that this text would be aimed at mostly the 'groupies' of society due to them wanting to be accepted by those around them. I think this mainly because of the soaps popularity and the fact that the show can be brought up in many day to day conversations, allowing these 'groupies' to join in with conversation.



 

Audiences

Audience Classification 

The Mainstream are the people who believe that a daily routine is essential to their everyday lives and their core need in life is for security and familiarity. They are the mainstream of society meaning they're life choices are 'we' rather than 'me' and would rather stick to what everyone else is doing. A media text that I think would be suitable for a mainstream audience would be Britain's Got Talent because a wide spread of people across Britain will talk about it and discuss in their day to day lives. Social networking is also heavily involved as you'd find thousands of tweets or statuses dedicated to the show which also attracts many more viewers in the mainstream category as they want to fit in with society. As an immensely popular TV show, it gives the mainstream audience an opportunity to fit in with the majority and other mainstreamers.

The Succeeders tend to occupy positions of responsibility in society and will often seek out the best, because that is what they feel they deserve. I think the media text 'The Apprentice' is suitable for this category because it features aspiring business people who compete to work with Lord Sugar, they compete to be the best. This would appeal to a succeeder because they'll be able to relate to their strong goal orientation and enjoy seeing the range of business themed tasks. Also because their core need in life is control, they would be able to judge whether they believe these contestants are able enough for the job.

The Aspirers tend to be materialistic, acquisitive people who respond to what others perceive as being superficial. They're driven by other people's perception of them therefore their core in life is status. Due to this, media texts that would be suitable for this type of audience would be magazines such as Elle or Glamour which focus on fashion and looking good which means a lot to them. Both magazines feature high-end fashion articles and represent an imposing image which to an aspirer means everything. Overall an attractive pack is very important to an aspirer therefore magazines such as these contain everything that they would want.

Explorers are those who are driven by discovery, challenge and exploring new things which perhaps the people around them aren't familiar with. A media text that would be suitable for an Explorer would be Bombay Bicycle Club's 'So Long, Se You Tomorrow' due to it's use of synth swirls and layered harmonies along side a 'tornado of looped vocals' and numerous crescendos. This album would appear to be something different to some people therefore it's perfect for an explorer as difference is what they seek out. The album is described as 'dazzling, euphoric electronic-pop' and seeing as an explorer's core need in life is discovery, why not give this album a listen.

I think that these categories can be quite useful to help define audience types because it easily places us into the different categories. For example, many people in society will find themselves falling into the mainstream category as they tend to want to follow the crowd and not stand out or be any different from others. However some people may feel that they fit into more than one category along side perhaps the most common category, the mainstreamers. An example of this would be a mainstreamer who also desires to look good making them an aspirer. Aspirers are driven by other peoples perceptions of them so perhaps they also don't like being too different. Overall these categories are useful to point of which people fall into more than one category and texts need to consider this when targeting audiences.

A popular TV show which has been on recently is The X Factor which searches across the country for 'the next big thing'. I feel this show is targeted at middle lower class families due to it having no explicit moments and also the audience at home being able to discuss whether the judges made the right decision or not. A typical audience member may include a teenage girl around the age of fourteen who tends to sit at home watching it with her family of an evening. I'd imagine that she's white British with no real religious beliefs or even any interest in politics because of her age. As well as this I think she'd see herself as quite a fun loving person when it comes to spending time with family but also quite independent due to being in high school. Her other media intakes would mostly be social networking, other reality TV shows and perhaps some films.

The programme Britain's Got Talent would mostly appeal to people in the category of 'groupies' because they want to be accepted by those around them. By watching this popular TV show, they can talk about and relate with friends and people on social networking sites. The programme The Apprentice would most likely appeal to 'cowboys' and also 'egoists' because if they're people interest in business they'll want to be able to make money quickly but also they'll want to get the most for themselves out of life. Being able to see other people's ideas will allow them to judge and share opinion. I think that Elle or Glamour magazine will appeal to 'groupies' and 'trendies' because as well as wanting to feel accepted, they want the admiration of their peers. By reading these magazines they will keep up with the latest fashion trends allowing them to maybe feel this admiration. The album So Long, See You Tomorrow would perhaps appeal to 'egoists' or maybe even 'innovators'. I think this because as well as being concerned about getting the most out of life, they want to make their mark on the world which this album has done due to it being something different. Finally the TV show The X Factor would most likely appeal to 'groupies' again due to them wanting to be accepted by their friends and everyone else around them. I also think that 'cynics' may find this show particularly amusing since they always have something to complain about, and I can say that they'll probably find a lot to complain about when coming to this show.

Media Diary Week 2

Catfish and the Bottlemen

 Over the past week I've been listening to the debut album 'The Balcony' by Catfish and the Bottlemen on repeat after it was recommended to me on Facebook not long before. Their genre of music is indie rock/rock therefore making their target audience any fan of this genre of music although I would recommend this to anyone. The band were formed in Llandudno in North Wales and lead vocalist, Van McCann, had moved from Australia at a young age with his family. It was in Australia where he came across a busker named 'Catfish the Bottlemen' who he credits for the inspiration of the name. The foursome are signed to the label Island and the album was released on September 15th 2014 after releasing a number of singles from the album throughout the past year. Singles include, 'Rango', 'Homesick' and 'Kathleen' which are also a few of my favourites from the album. The band are quickly rising to fame with their album charting to No.1 as the most bought album in stores that week and also with their tour selling out in numerous venues across the UK.

My first reaction after listening to the album for this first time was that there isn't a single bad song on the album and I couldn't fault it. One thing I would say is that McCann's vocals can often be buried beneath the instrumentation during choruses slightly. One of my favourites include 'Tyrants' which is the crescendo of the album, starting off fairly slow before kicking in abruptly.

Some people may react differently to this album if they have a different taste in music such as pop for example. I have quite a broad taste when it comes to music therefore I would still recommend this album to anyone. Another reason why people may react differently is due to some minor explicit moments throughout the album. Although some may argue that this album is nothing new when comparing it to other albums of the same genre, the instrumentation and lyrics can't be faulted. Overall I can soon see this band quickly rising to stardom with more tour dates soon to sell out and millions of people yet to hear the album.

Media Diary: Review

Ed Sheeran 'X' Review

✮✮✮✮✮ / ✮✮✮✮✮

Ed Sheeran's second album 'X', pronounced 'multiply' is his second album and the follow-up of debut album '+', as in 'plus'. This title promises to increase things distinctively as he sinks deeper into feelings of love and jealously in comparison to his debut album. When looking at the album as a whole, the melodies flow, rhythms groove and has deep lyrics which made him so immediately perceptible when first hearing 'The A-Team' three years ago. 

The album's lead single 'Sing', released in April of this year, debuted straight to number one in the UK making it Ed's first number one single to reach number one in the UK. The Pharrell produced hit was at one point not considered to be the lead single but the risk has ultimately paid off drawing in more of a mainstream audience across the world. 

The core of Ed's appeal is his range in contemporary music styles; from his expressive ballads such as 'One' to his edgy rock sound in 'I'm a Mess' to even poetic hip hop 'The Man' and 'Take it Back'. Overall they're all significantly great songs with lyrics that feature a real sense of courage. Lyrics include "All my senses come to life, when I'm stumbling home as drink as I have ever been" as heard in 'One'. Vocals in this songs scale to a more gentle tone but the power heard in his lyrics is compelling. Also, like 'Give Me Love' which can be heard on his debut album, 'Afire Love' and 'I'm a Mess' build into anthemic endings which can be imagined to finish off future live shows. For example  the lyrics 'for how long I love my lover' gradually build up with Ed's strong raspy vocals until it eventually comes to a finish.

Overall Ed Sheeran uses his music to express emotion and essentially stays try to himself when writing his music, The wide range of music styles enables this album to be listened to by a wide range of people therefore I definitely recommend you listen to it.

The Telegraph: "genuinely great"
Digital spy: "Darker, snappier and loaded"

Armani Advert Analysis

Emporio Armani Advert Analysis

 

 

 

This Emporio Armani Advert uses sexuality and passion to promote their underwear and have chosen the iconic couple David and Victoria Beckham in order to show this. The couple demonstrate that this underwear is for both male and females therefore draws in a wider audience. As well as this, the way the couple are positioned displays that this underwear is signified with intimacy and passion.

First of all we immediately recognise this couple as David and Victoria Beckham. David is iconic for playing for many huge football teams during his lifetime therefore has many fans across the world. Also Victoria rose to fame as part as the Spice Girls and now runs her own fashion industry so she too has many fans. These fans are more inclined to buy this underwear as they aspire to be like them and, as a couple they connote wealth, attractiveness and love and this is what people want. Seeing the two in this underwear will make people want to buy it and attain a small part of the high life of which they live. Adverts like this use celebrities for promotion because many consumers aspire to their lifestyles. This connotation of love is represented in this advert as we see the two positioned together in the Armani underwear. Them both showcasing their bodies also demonstrates their confidence which is important when it comes to selling underwear.

David lying down on the bed demonstrates a relaxed appearance when wearing this underwear and him lying like the way he is allows him to display his body signifying masculinity. This will catch many male consumer's eyes encouraging them to buy the product. When looking at Victoria we see that she is she is in a broad position which allows her to prominently show off the underwear with confidence. Her facial expression also connotes mystery within the photo as her eyes are cast to the side as if she is deep in thought.

Another key part of this advert is the way the photo itself is took. Neither of them are looking directly at the camera giving a sense of reality within the picture but also a sense of mystery. The use of black and white has connotations of simplicity but also class and timelessness and allows us to focus on the main element of the advert which is of course, the underwear itself. The two not looking at the camera and the simple background also helps us focus on the underwear as we aren't straight away drawn to their eyes. The use of the bed in the background which David is laying on emphasises the intimate atmosphere linking with the underwear. Also the use of shadows which cast down onto the couple creates a chic tone within the advert and highlights facial and body features for the two.

Overall this Armani advert encourages many people into buying this underwear due to the star appeal and love between of David and Victoria Beckham but also due to the simplicity yet classiness of the black and white which allows us to focus on the underwear itself.

Photography

 San Francisco Bridge: Use of lines and shapes, allows us to see the detail of the bridge as well as all the buildings in the background which we may not of paid attention to if it wasn't for how this was taken.

                                                                               

      Sunset: rule of thirds, the colours gradually go from cold to warm a third at a time, from the blue and purples of the sea to the red and oranges of the sun.

Light and shade: the use of the boys shadow creates quite a dark atmosphere as we see him running, perhaps away from something. The shadow emphasises this motion of running.

The use of cropping intensifies the fierceness that we see in the owl's eyes and allows us to focus on them.

Test

This is a test