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?