Various techniques are used to establish genre. For example, the use of fast editing to show the headlines in order of importance, informs the audience but also uses enigma codes to hook the audience and make the audience stick around and listen to the whole news segment. Another technique that is used is the VoiceOver, which is used to anchor the headlines and visual text. The voice that is used is often a trusting one. Also, there is the us of non diegetic music. This music is used regularly so that the audiences recognise the brand. The use of the handheld camera creates a senself realism which adds to the reliability this channel is attempting to show. This convention is closely linked with the reflexive documentary form. The costumes in the mid en scene are all professional which again adds the sense of realism that this text is attempting to create. In this news extract young individuals are being represented in a negative light. As the first headline shows the suggestion of contraception pills and teenagers connotes teenage pregnancies. This is an example of the Hyperdermic needle model which suggests that the audience are almost injected information. Men are presented as breadwinners as they are seen and interviewed in the work place whilst the women are shown to be looked after children representing them as the typical housewife. Ethnic minorities are represented as being an integral part of society as there view point is also shown to be considered. This text is very typical of what BBC output. The middle class attitudes

BBC NEWS CLIP

What techniques are used to establish the text's genre?

This news text uses a range of techniques to establish the text's genre. Firstly, the use of loud drumming non diegetic sound connotes harshness and realism which could relate to the harsh news that this channel is known for showing and is a well recognized sound which is associated with BBC News. Also the use to natural lighting   and medium shots creates realism.

How are people/places represented in the advert?

Call of Duty: Collection 1 Trailer

Media Forms: What codes and conventions does the trailer use to establish the text’s genre?


 This trailer uses various codes and conventions such as parallel non dietetic futuristic music which creates a sense of action. This music also creates anchorage of the visual montage of clips that are on the screen. This non diegetic music also creates engima codes, a theory suggested by Barthes because it is almost a cliche that has been used in action films such as Mission Impossible, therefore the audience begin to question what they are about to see. However, if we where to use Halls' theory of preferred and oppositional reading, then an oppositional reading could argue that this use of non dietetic music is a parody of the action genre and in fact arguing that there is no such thing as genres any more. There is also the use of various different camera shots such as the point of view shot which is seen at 0:52 of the trailer. This camera shot has been used to first excite the audience because of the fantastic opportunity this game allows, but also make them feel as if they are playing and enjoying the game already which is a typical convention of the gaming genre. This point of view shot also shows that some of the audience to socially interact online with friends which fufils the audiences' uses and gratifications according to the theoriest Katz and Blumler.


 Media Representations: How is war represented in the trailer?


 War has been represented as a playful and enjoyable action packed activity but realistically is not. The preferred reading is that war can be fun, however for those that don't want to die, this game is an exact simulation, however an oppositional reading could argue that this trailer is commercialising and globalizing (McQuail) war which is global issue that effects people around the world. 


Media Institutions: In what ways is the trailer typical of the video game industry? 


There is also the use of various different camera shots such as the point of view shot which is seen at 0:52 of the trailer. This camera shot has been used to first excite the audience because of the fantastic opportunity this game allows, but also make them feel as if they are playing and enjoying the game already which is a typical convention of the gaming genre. Also, the action music, dark negative colours and repetitive use of the COD ident for brand identity is also a typical convention. 


Media Audiences: Who does this text appeal to and what pleasures does it offer? 


This text appeals to wide audience. It offers the pleasures of social interaction which fufils the audiences' uses and gratifications. This is done by allowing the audience to play online and join 'the global village'. This also allows the audience to escape from there everyday normal lives and see how life as a solider is which is also fulfilling uses and gratifications. This text also offers schdenfrudian and machoistic pleasures because is shows people hurting and enjoying killing each other. Also this text has visual pleasures due to the explosions and realism of the characters.

CAIN'S ARCADE

• Media Forms: What techniques does the extract use to establish the text’s genre and/or engage the audience?
• Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?
• Media Institutions: In what ways is the extract typical of the film/advertising/television industry and/or what values does it promote?
• Media Audiences: Who does this text/brand appeal to?

JAMAL EDWARDS GOOGLE CHROME PROMO

• Media Forms: What techniques does the extract use to establish the text’s genre and/or engage the audience?
• Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?
• Media Institutions: In what ways is the extract typical of the film/advertising/television industry and/or what values does it promote?
• Media Audiences: Who does this text/brand appeal to?

Beyonce 'Heat' Advert

• Media Forms: What techniques does the extract use to establish the text’s genre and/or engage the audience?
• Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?
• Media Institutions: In what ways is the extract typical of the film/advertising/television industry and/or what values does it promote?
• Media Audiences: Who does this text/brand appeal to?

Call of Duty: Modern Warfare 3 Teaser Trailer

• Media Forms: What techniques does the extract use to establish the text’s genre and/or engage the audience?
• Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?
• Media Audiences: Who does this text/brand appeal to?

What techniques does 'KONY 2012' use to engage the audience?

The text KONY 2012 uses a wide range of techniques to engage the audience. One technique that is used throughout this text is the use of pronouns such as ‘us’ and we’ to create a direct mode of address which makes the audience feel as if the narrator is speaking to them. An example of this can be seen during the first 30 seconds where he says, ‘our time’. This engages the audience because it creates a sense of responsibility and social solidarity which this text manipulates to get a donation. This direct mode of address also makes this text very personal and this is further accomplished when he shows his wife giving birth to his son on the operating table from a point of view shot. This is a very personal moment that this narrator has chosen to share because this shows that the narrator is a family man creating a sense of trust between the audience and narrator, which also engages them. This also enables the audience to identify with the narrator, fulfilling the audiences uses and gratifications, a theory suggested by Katz and Blumler.

The use of dramatic slow non diegetic sounds also engages the audience by creating what the theorist Barthes described and ‘engima codes’. These enigma codes engage the audience by making them ask themselves questions regarding the text. This non diegetic music is being played parallel to images and a voice over that are also creating enigma codes for the audience. The voice over is of an American male and therefore perhaps a voice that the audience can trust.

This text also uses narrative theory suggested by Todorov. It begins in equilbirum with shots of the narrator playing with his son and being generally happy. The text then goes into disequilibrium showing distressing scenes with slow sad non diegetic music. The text does not really go back into disequilibrium, but instead appeals to the Global village to help make their be a positive outcome. This is a clever techniques because it makes the audience part of the solution and creates a sense of unity which in turn, engages the audience.

KONY 2012

KONY 2012 from INVISIBLE CHILDREN on Vimeo.

1. Which styles and techniques does this ad use to want to give money to this organisation?

The main colours that this advertisement has uses is the colour red which connotes danger and blood, but also connotes love. This colour has been specifically used to create a cocktail of different emotions and feelings for the audience. An example can be seen at 09:00 when there is a poster of the words ‘Kony 2012’ in black with a clear contrast to the blood red background. Firstly, this advertisement campaign wants the audience to associate red with Kony, creating brand recognition. They also want the audience to feel scared and threatened by Kony. This is because he clearly displays anti hegemonic values such as rape and child soldiers, which threaten the ideology of the western culture which then leads on to moral panic, a theory suggested my Cohen. This moral panic creates Social Solidarity, a theory suggested by the sociologist Durkheim. The social solidarity created makes everybody feel as if they can make a change and donate.


Another technique that has been used is the ad is the use of various non-diegetic sounds and music which not only create anchorage for the audience, but also create feeling and bond between some of the characters in the ad, such as Joseph. This will make the audience want to donate.


2. Which techniques does this text use to suggest this is a post modern media institution?

The wide medium shot of map spreadsheet of Uganda highlights all of the places the network reaches which also connotes how technology can be seen as such a powerful tool once everyone gets together and takes action, whilst also connoting that the Americans and Ugandan people are depending on technology as a way to communicate with eachother and to be informed and educated about Kony’s whereabouts.Towards the end of the three minutes the male voiceover informs us how they built an Early warning Radio Network to protect villages of Kony’s attacks connotes how strong Kony is getting but also how the Americans have upheld a lot more power in Uganda and have even been able to make their own network.


Overall most of the three minutes are used through close up shots of a computer screen which connotes that the audiences are getting most of their information online. A few seconds later YouTube videos are shown to be posted up a social networking site to show people that people worldwide were getting involved ( “We got creative and we got loud”) in the Viral campaign to bring down Kony. An example of this is the video conveying the protesting in America which connotes how this topic is being virally campaigned globally. The use of the media institution using YouTube in order to make their campaign travel could connote that not only are the institutions trying to preach to the people about Kony but they want the audience to be able to visualize and see what Kony is also doing to the people. YouTube is a very popular video website and a video is uploaded worldwide every few seconds so the media institution knows that using this site will help target a wider range of audience.


3. How are characters represented within this text?

Finally, the program represents binary opposition (Levi-Strauss). This is because Kony is bad (villain) and the society is right (hero) (character types Vladimir prop). An example of this can consist 17.08 minutes in to the ad, the wide establishing shot connotes that there are thousands of people who want to help other. This represents people as being helpful and supportive. In contrast, Kony is being represented as the villain; an example of this can consist through people shouting: “we will not fear….we will fight war!” This represents Kony as being a person with no human feelings and is killing innocent people.






However, another way people are represented in this ad is being carless. People who are materialistic, have high status in society and are the highest in the socio-economic are portrayed as being helpless. An example of this can consist through voice over at 14.08 seconds into the ad: “No administration, republic and democrat, bush, Obama, Bush… would not do enough because it’s simply not enough important issue on the rate R screen on American screen policy. This connotes that people who have heard from millions of people about what Kony is doing is till represented as an unserious issue. This makes the audiences feel that sympathetic as it may encourage them to help.


4. Which audience does this text appeal to the most?


Kony 2012 can appeal to both people from the high end of the socio economic demographic and lower. as they talk about how each individual can make a change, and not really focusing on a capitalist ideologies or middle class ruling ideologies. It shows a sense of "unity". Furthermore a Globalised audience will be attracted to the the concept. As the video is posted on you tube the internet is a Globalised platform which first of all attracts the audience. Also then talking about social networking which again is a globalised and strong platform at the moment. And the fact we see how the are trying to give the message of how people from any culture and race can come together to make peace, will appeal to a range of ethnic groups encouraging them to work together. As Kony 2012 might appeal to a young audience. As first of all being highly based on E-media. As the video is first of all on the internet and also it being "Viral" it clearly shows it has been shared and the use of convergence. Also they talk about how we can contact the celebrities through twitter and social networking. reflecting interested within young audiences. However as now older audiences are more "Tech Literate" (silver surfers) they might be able to identify with Jason as his worries as a parent.

4 Interim Targets

1. When writing exams, pick out and use examples from the text to support my answer which will hopefully secure the level 4 answers that I am aiming to achieve.

2. Ensure that all my work is done on time and done to the best of my ability.

3. Finish my MEST: 2 coursework to the best of my ability and focus on achieving top grades for both pieces of work.

4. Practice writing answers under timed conditions so that in the real exam, I can ensure that I can write a much stronger case study response to secure a top grade.

The Amazing Spiderman: What techniques does this trailer use to persuade an audience to see the film?

THE AMAZING SPIDERMAN TRAILER

This trailer uses a range of techniques to persuade an audience to see the film. Firstly, this is done by the use of a slow piano non diegetic music that is played at the beginning of the trailer when Peter’s Parents are saying ‘goodbye’. This non diegetic music creates anchorage for the use of low key lighting the narrative and also connotes mystery and suspense, creating what the theorist Roland Barthes called enigma codes. This technique creates questions in the minds of the audience, which will inevitably persuade them to go and see the film.

Another technique that has been used is the use of the point of view camera shot. This camera shot has been used so that the audience can see the world through the eyes of the protagonist. An example of this shot is when he is running on top of building and freefalling towards the end of the trailer. This fulfils what Katz and Blulmer described as the uses and gratifications theory. This shot fulfils the audiences gratifications because is allow them to ‘escape’ from their everyday lives and fantasize about the experience of being a ‘superhero’.  An oppositional reading of the text could argue that this shot is in fact a manipulation of what the theorist Kath Davies called ‘fandom’. For those members of the audience who are livid superhero enthusiasts who crave the fantasised world that the creators of the text have created. 

Documentary Forms

Check Point 1

The London marathon is filmed as a documentary because it is a major event. There would usually be a voiceover or use of a montage meaning it clearly shares some of the codes and conventions of a expositional documentary such as the use of a voiceover and a montage that provides anchorage for the viewer, fulfilling personal gratifications as this combination of codes and conventions makes the text interesting for the consumer to watch.

Check Point 2

Big Brother is a fly on the wall documentary, evidence of which can be derived of the use of codes and conventions such as interviews and a voiceover. The fly-on-the-wall effect creates a sense of immediacy and unpredictability because this is the closest we can get, as viewers, to see how people react normally, instead of what is known as the Hawthorne effect, were people feel and react to being watched.

Check Point 3

Actuality documentaries tend to focus on using footage of real life events and places. This type of text exhibits different codes and conventions compared to typical documentary types. For example, it doesn’t have a clear structured narrative and uses more raw footage to create an extreme sense of realism and attempt to recreate a text with as little mediation as possible.

Check Point 4

Lifestyle programs are generally seen as aspirational because it presents information and explores topics in a, arguably superficial way by giving a depth of insight and a critical analysis of the situation. Lifestyle programs aim to focus on accomplishing practical objectives and therefore on viewers aspirations.

WEBSEX: WHAT'S THE HARM ANSWERS

The voiceover is effective because the directors have chosen to introduce them to the viewer which creates a trusting and honest relationship. This leads us to believe that everything the voice over/presenter says is the truth therefore creating anchorage between the text and the meaning.  The soundtrack is very modern and is representative of the demographic that BBC3 are aiming this program at. The combination of upbeat non diegetic sounds and superimposed special effects conveys a meaning of contemporary society and that the of sex is now being discussed openly and is no longer stigmatised. The dominant images that are shown repeatedly is the presenters iPad, which again is used to convey a meaning of modernity and the superimposed effects which show social networking sites when the camera is made to look like a computer screen.

One clear assumption that is made is that everybody is interested in sex, however there are people who occupy the 16-24 age group, that are not interested in the program for many reasons such as religion or moral values. However, the majority of people who are between the 16-24 age group are interested in sex and therefore will have a positive reaction to the text. The text appeals to the audience because this 16-24 age period is when individuals are exploring and understanding their sexuality and to increase their understanding, programs like these are vital. My personal opinion is that programs like these are further glamorising sex, how long before people having sex in the street becomes socially accepted? The combination of text, music, time slot and broadcast channel all suggest that this program is being aimed at the 16-24 audience.

This text belongs to the documentary genre. The conventions which are clearly present includes the use of a ‘voice over’, unstructured scenarios, use of an handheld camera, real life scenarios and interviews which gain personal viewpoints and experiences. The generic expectation is for the program to educate them about ‘websex’. These expectation are fulfilled and show the documentary from different sexual perspectives such as gays and straight people.

The people that this text represents are the people who the BBC aim the program at, because everybody is interested in the sexual life of their peers and the BBC and other providers have recognized this leading to the creation of similar shows like ‘The Joys of Teen Sex’. The subject that is being represented sex among 16-24 and focuses on how the web has made it easier for this to occur. The subject has been represented in this way because it not only informs and educates, but also entertains and this is something that must be addressed when aiming a text at the 16-24 age group. I think that everybody was represented fairly and accurately throughout the text.

The major ideologies, values and assumptions that this text thrives on is the social acceptance of sex being discussed and done outside of marriage. In the 1950’s this social acceptance was almost unknown about. These ideas are put across in a different ways. For example they address the changing position of women, which means less marriage and therefore more sex outside marriage, by using a female mixed race presenter. Also, the use of sexual words like ‘penis’ puts across the idea of social acceptance.

The institution that this text was being shown on meant that the film makers could take it one step further and show a more raw and honest representation of the subject. If this program was shown on perhaps BBC1, the film makers would have to make this a much more soft text during post production, however this is not what the 16-24 age group wants to see. This text seems to have sources through the presenters use of social networking sites. This text has been distributed through trailers in between post watershed programs such as ‘Hustle’ which shows on BBC1. The BBC Is a public broadcasting service which means they are government funded and because the text is broadcasted using a public broadcasting service, the text is also a public service institution.

WEBSEX: WHAT'S THE HARM QUESTIONS

What is being done by the soundtrack/ voiceover/ dialogue?
What sound and visual techniques are used to convey meaning?
What are the denotative meanings and connotations?
What is the significance of the mise-en-scene?
What are the dominant images and iconography?

What assumptions about the audience are made?
How might the audience react to the text?
How does the text appeal to the audience?
How do you read and evaluate the text?
Who is the target audience?

To which genre/s does the text belong?
Which generic conventions is the text using?
What are the audiences’ generic expectations are they fulfilled or subverted?

Who is being represented?
What is being represented?
Why is the subject being represented in this way?
Are there any stereotypes?
Is the representation fair and accurate?

What are the major ideologies, values and assumptions behind the text?
How are these ideas and values put across in the text?

How did the institution affect the text?
What is the institutional source of the text?
How has the text been distributed?
Who owns and controls the institution?
Is the text a public service or commercial institution?

TECHNOPHOBES WEB BLOG REVIEW

Tonight was the airing of BBC3's new program Technophobes and as a man with his own fears and mental challenges, as we all do, I found this new program untactful, mocking and frankly quite discriminating. How dare the BBC, who have been on the back foot recently due to the 'Top Gear India Special', choose to target another minority within our society. I doubt these 'technophobes' who have been painted by BBC3 as being retarded and crazy, pay for TV licensing to be nationally exploited and embarrassed. I expect the BBC to be under further criticism this week for this program.

CLICK HERE!!

The opening sequence of the program was had foretold the story to follow for the next 59 minutes. The childish non diegetic music that had been put on loop, mixed with childrens laughter was something that you would find on a channel like ‘Cbeebies’ and I wouldn’t be surprised if I had been told that was actually true. The visual part of the opening sequence was simple and straight forward showing pictures of the people they were going to follow throughout the program, however when mixed with the ridiculous music, created a disgraceful cocktail which the BBC will eventually have to drink.

The people who were to be followed around where actually nice people which makes this tragedy even worse, however the way that the BBC have portrayed them meant they were easily laughed at. However, I was not laughing and I can bet my last shilling that thousands of people were not laughing, however for the millions of people that this program was probably aimed at such as teens and young adults, they were probably laughing their socks off meaning that the BBC had done what they had intended to do, entertain their audience.

BBC3: TECHNOPHOBES ANALYSIS

Audience

This program can appeal to a wide range of audiences, however because BBC have chosen to show the program on their BBC3 channel, it is clear that this particular program is aimed at the 16-24 unisex age group. This means that it will appeal to people who occupy the lower groups of the socio economic group table. The reasons for this are the 16-24 age group could mean that they are students who are unemployed and be part of group ‘E’. Now because of the age group and socio economic group this product will be targeted at, it is clear that this program will be aimed at individuals who have a very ‘technologically enhanced’ lifestyle with ‘childish’ personalities as they would find humour in a ‘serious’ condition and therefore tempt them to continue watching which would be that it would be successful and popular. This program is likely to be aimed at an area where there are a high number of people who are within the 16-24 age groups such as major cities across the UK like London.

Institution

The decision to show this program on BBC3 means that this program will do less to Inform & Educate and strive to entertain audiences. If this program was to Inform and Educate, then it is likely that this program would be shown on a different channel, for example BBC4 or perhaps BBC2.

Media Forms

The choice of channel and program genre is a contrasting one as documentaries often inform and educate, however because of the choice of tv channel and the content being possibly funny to watch, this program will aim to be entertaining audiences. The main conventions of a documentary include a voice over, ‘real’ footage of events (with very little spectacle that one find when watching a blockbuster action film) and interviews. However in order for this program to also entertain audiences, they must include other codes and conventions not usually found in documentaries. For example, non diegetic sound such as music to distract the viewer and bridge two scenes together. This sound would have to be more up beat rather than something of the classical genre.  Also, scenes must be shorter and more fluent, instead of longer takes usually found in documentaries.

Representation

Due to the content of the program, and how it is likely to be filmed and edited for entertainment purposes, it is unlikely that ‘technophobes’ will be seen as a serious condition and therefore the program could have a ‘sarcastic charisma’ which will cause ‘technophobes’ to be mocked and ridiculed.

RESEARCH: DOCUMENTARIES

Expository Documentaries

• Expository Documentaries use narrators to address the audience directly and to present an explanation interpreting what is being seen by viewers in the mis-en-scene.
• This is done by the use of a narrator or commentator with a ‘Voice of Authority’. This is often used to anchor the meaning of the visual text for the viewer.
• In order to make identification easier, film makers tend to use voices of male, white, middleclass narration which would represent the target audience.
• Expository documentaries often engage the viewer by creating arguments and conflicting viewpoints. This type of documentary also attempts to persuade viewers.
• The typical conventions of an expository documentary include a voiceover, analysis and exposition of a topic and images used alongside voiceovers.

'An Inconvenient Truth' created by Al Gore in 2006 is a great example of an expository documentary.

Observational Documentaries

• Observational documentaries follow a person, or an event.
• This form of documentary tells a story of a journey as it unfolds.
• There are very rarely voiceovers and interviews used in this form.
• Takes are relatively long.
• The typical conventions of an observational documentary includes being filmed on-location, direct sound recording (very little use of non-diegetic sound), documentary maker is behind the camera, participant show no acknowledgement that they are being filmed. This is usually because they don’t know they are being filmed and represents a fly-on-the wall perspective of the text.

'Jersey Shore' by MTV is a good example of an observational documentary.

Reflexive Documentaries

• Reflexive documentaries tend to be much more sophisticated compared to other documentary forms.
• This sophistication is through the explicit acknowledgement of the camera and crew.
• This reflexive style of documentary is usually associated with experimental documentaries where the viewer is equally interested in how the film is constructed as they are the actual content.
• Tend to be the most truthful as it focuses on realism and exactly how events happen with very little special effects and non-diegetic sounds.
• The typical conventions of a reflexive documentary includes documentary maker’s presence is explicit.
Some styles and conventions are present with all documentary forms such as little use of diegetic sound for increased realism.

A good example of a reflexive documentary is 'Fahrenheit 9/11' by Michael Moore. See the trailer: