Class Work
Learning Objective
To understand the difference between digital and analogue.
The digital media industry has changed rapidly due to the growth in digital technology media.
In 1970s the most things you would own were digital watches.
Analogue: Devices which record data linearly from one point to another. The devices read the media such as tapes, or records by scanning the physical data off the media.
Digital: devices which perform all calculations using ones and zeros, This method is binary system. Digital information is recorded in binary code of combinations of the digits 0 and 1 also called bits digital technology enables immense amounts of small amount.
Example of digital
mac computer
To understand digital media sectors, products and platforms.
Examples of media sectors
Lesson Objective
To understand Synergy in Media
Synergy- often, digital media sectors do not exist independently. They often overlap and are connected.
Why are there such high level of overlap/ synergy in the digital media industry?
There is high levels of synergy in the digital media industry because it helps to bring the attention of a product to many in different medias.
The disadvantage of this include people can say negative comments and be rude to you as this would start drama, bully you on your Instagram, snap chat and Facebook. Additionally, could get distracted by your friends and pictures get depressed by people bully you and saying negative comments. Lots of people might not like your picture and get least likes.
You can produce different medias on your phone like when you take a picture you can edit the color the background, adjustment, tone, effect and portrait. As you can upload to Instagram and get likes.
I listen to music on my phone from all around the world and watch YouTube videos.
Key Terms
Individual consumption: when users engage with digital media product on their own, for solo enjoyment (ie. reader, gamer, consumer, web surfer, listener, DVD, viewer, social networking.
Group consuming: when users engage with a digital media product with others, for collective enjoyment (social interaction, competition, belonging, sharing).
What is the difference between passive and active media?
Active: Audience doesn't interact with the product
Passive: we blindly accept what we are given/told etc.
Hypodermic Needle Model
This was one of the first media theories used as an attempt to explain how audiences consume media. It suggests that the audience, passively, (without realisation) receives information via media text and they do not challenge or process the information.
Develop 1920s and 1930s
Linear communication theory
All the same
Mass media has a terrible power effect
Technological convergence- The coming together of more than one media area
Uses and Gratification Model
The users and Gratification Theory states that we are active consumers of media,for reason we choose to consume any given media product
Lesson objective: To explore how products are regulated
Films
All Films in the UK are regulated by the British Board of Film Control.
Visit http://www.bbfc.co.uk/
Age raided
What context is in the film e.g. violence, nudy
Games
All games in the UK are regulated by Pan European Game Information
Visit http://www.pegi.info/
Look at the game, check the context symbol for content and age rating.
Regulatory Bodies
ASA
miss leading advertising
Advertising standards authority: Unstoppable content, unsuitable content .
ASA not misleading regulated and advertisement both online and on TV across all media protect consumers.
ASA - Advertising Standards Authority is the UK’s independent regulator for advertising across all media, their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and direct marketing.
PEGI - The Pan-European Game Information age rating system help European parents make informed decisions on buying computer games. It was launched in spring 2003 and replaced a number of national age rating systems with a single system now used throughout most of Europe, in 30 countries
BBFC
British Board of Film Control
The British Board of Film Classification is an independent, non-governmental body, which has exercised responsibilities over cinema for a hundred years, and over video and subsequently DVD since 1985. They are mainly responsible for classifying films with ratings of U, PG, 12A, 15 and 18.
IPSO
Independent press standard organisation
press, newspapers, news, magazine
Independent Press Standards Organisation is the new independent regulator for the newspaper and magazine industry in the UK. They uphold the standards of journalism by monitoring and maintaining the standards set out in the Editors' Code of Practice.
OFCOM- to complains they cover it and handle it.
office, of communication
Internet, phone. radio, media
regulate all communication
OFCOM - The Office of Communications is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom.
User generated context- is any form of context created by users of a system or service and made available publicly on that system eg. youtubers.
Monday 30th October
Lesson objective
To explore various research methods.
Secondary Research- "second-hand" research conducted by using existing primary research information (books, magazines, internet, etc.)
Questionnaire: a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents.
Qualitative Research: measuring individual opinions, attitudes, behaviour and the psychology behind the choices people make.
Quantitative Research: to measure responses in quantifiable terms (how much, how many using numerical data, facts, numbers). A reliable
Friday 3rd November
Lesson objective: To create an audience profile
Audience Profile is for producers to work out exactly who is buying their product, which helps them to ensure their product will sell. Several factors are considered, including
Key Terms:
Demographics gender,age,occupation,race
Psychographics: labels given to a particular type of person, based on their habits.
Friday 24th November
Lesson Objective
To explore how sound and music are used for effect
Ambient Sound
The sounds of everything going on around the person who is everything
- example the sound of waves and wind on a beach scene.
Synchronised Sound
The words are spoken to match the lip movements of the speaker
-often used in music videos or musical programs
Voice-over sounds
Sound that is dubbed onto any picture sequences.
Documents and advertisements often use a lot of voice -over.
Sound effects
Usually added to the soundtrack at the dubbing stage. Sound effects can be sub divided into two types
To understand the difference between digital and analogue.
The digital media industry has changed rapidly due to the growth in digital technology media.
In 1970s the most things you would own were digital watches.
Analogue: Devices which record data linearly from one point to another. The devices read the media such as tapes, or records by scanning the physical data off the media.
Example of digital
mac computer
Digital Media Sectors
To understand digital media sectors, products and platforms.
Examples of media sectors
- Games (different types and genres. Action, sports)
- Television (entertainment programs, news, adverts.)
- Publishing (magazines, books)
- Moving Image (film, TV)
- Websites
- Audio ( radio, prod-casts)
Analogue- Devices which record data linearly from one point to another, eg. tapes or record.
Platforms: A digital way of media to be distributed and accessed. Digital distributed includes TV and broadcasts, pay per view, theatrical, cinema release digital download, radio broadcasts, DVDs and CD's. It can also be include online content such as webpages and streaming example Netflix.
Devices: Are used to access digital media. These include mobile phones, PC laptops, MP3 player, iPod, MP4 players, games consoles, handheld devices ,radio and tablets.
- Moving Image Teen wolf, iron man
- Audio Music,
- Publishing Magazines on celebrities, royals, book, hunger games
- Websites google, YouTube,
- Games subway surface,
Devices
- Harry Potter laptop, phone, iPad, sky
- E- Book, Publishing, kindle
- Grand Theft Auto, phone
- Game of Thrones episodes, laptop, iPod, iPad, phone, sky
- Podcast, laptop, phone
- Spotifty, Phone, laptop, iPad
- Call of Duty, Xbox, play station
- Fast and The Furious Films, laptop, cinema, iPad, phone
To understand Synergy in Media
Synergy- often, digital media sectors do not exist independently. They often overlap and are connected.
Why are there such high level of overlap/ synergy in the digital media industry?
There is high levels of synergy in the digital media industry because it helps to bring the attention of a product to many in different medias.
Technological Convergence
LO to understand technological convergence
To explore how audiences engage with digital media products.
Technological convergence- Media technological is the tendency that as technology changes, different technological systems sometimes evolve toward performing similar tasks.
For example: a mobile phone can now do more than just call and text it has a number of other functions reducing the need for the bunch of devices.
Key terms:
- Immediacy
- Access
- Convenience
- Portability
- Connectivity
- Interactivity
- Personalisation
The disadvantage of this include people can say negative comments and be rude to you as this would start drama, bully you on your Instagram, snap chat and Facebook. Additionally, could get distracted by your friends and pictures get depressed by people bully you and saying negative comments. Lots of people might not like your picture and get least likes.
You can produce different medias on your phone like when you take a picture you can edit the color the background, adjustment, tone, effect and portrait. As you can upload to Instagram and get likes.
I listen to music on my phone from all around the world and watch YouTube videos.
Media Consumption and Types of Audience
Lesson objective: To explore how audiences engage with digital media productsKey Terms
Individual consumption: when users engage with digital media product on their own, for solo enjoyment (ie. reader, gamer, consumer, web surfer, listener, DVD, viewer, social networking.
Group consuming: when users engage with a digital media product with others, for collective enjoyment (social interaction, competition, belonging, sharing).
What is the difference between passive and active media?
Active: Audience doesn't interact with the product
Passive: we blindly accept what we are given/told etc.
Hypodermic Needle Model
This was one of the first media theories used as an attempt to explain how audiences consume media. It suggests that the audience, passively, (without realisation) receives information via media text and they do not challenge or process the information.
Develop 1920s and 1930s
Linear communication theory
All the same
Mass media has a terrible power effect
Technological convergence- The coming together of more than one media area
Uses and Gratification Model
The users and Gratification Theory states that we are active consumers of media,for reason we choose to consume any given media product
- Needs of social/ Interaction snapchat, whatsapp
- Needs of Education/ Information education websites, moodle coulsdon, bbc's website
- Need for Identity, Social Media snapchat as everyone has it, fitting in with your friends
- Need for Entertainment T show, Netflix
Lesson objective: To explore how products are regulated
Regulatory Bodies
Films
All Films in the UK are regulated by the British Board of Film Control.
Visit http://www.bbfc.co.uk/
Age raided
What context is in the film e.g. violence, nudy
Games
All games in the UK are regulated by Pan European Game Information
Visit http://www.pegi.info/
Look at the game, check the context symbol for content and age rating.
Regulatory Bodies
ASA
miss leading advertising
Advertising standards authority: Unstoppable content, unsuitable content .
ASA not misleading regulated and advertisement both online and on TV across all media protect consumers.
ASA - Advertising Standards Authority is the UK’s independent regulator for advertising across all media, their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and direct marketing.
PEGI - The Pan-European Game Information age rating system help European parents make informed decisions on buying computer games. It was launched in spring 2003 and replaced a number of national age rating systems with a single system now used throughout most of Europe, in 30 countries
BBFC
British Board of Film Control
The British Board of Film Classification is an independent, non-governmental body, which has exercised responsibilities over cinema for a hundred years, and over video and subsequently DVD since 1985. They are mainly responsible for classifying films with ratings of U, PG, 12A, 15 and 18.
IPSO
Independent press standard organisation
press, newspapers, news, magazine
Independent Press Standards Organisation is the new independent regulator for the newspaper and magazine industry in the UK. They uphold the standards of journalism by monitoring and maintaining the standards set out in the Editors' Code of Practice.
OFCOM- to complains they cover it and handle it.
office, of communication
Internet, phone. radio, media
regulate all communication
OFCOM - The Office of Communications is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom.
User generated context- is any form of context created by users of a system or service and made available publicly on that system eg. youtubers.
Monday 30th October
Audience Research
To explore various research methods.
Audience statistics: when facts and figures are collected on things like circulation, website "hits", box office figures, ratings, sales, etc
Secondary Research- "second-hand" research conducted by using existing primary research information (books, magazines, internet, etc.)
Primary Research: research- that is conducted first-hand ( questionnaires, focus groups, interviews, etc)
Objective information or analysis is fact-based, measurable and observable. e.g In the past year, how
many apps have you downloaded?
Subjective information or questions are based on personal opinions, interpretations, points of view,
emotions and judgment. E.g What do you like most about the new iPhone?
Objective information or analysis is fact-based, measurable and observable. e.g In the past year, how
many apps have you downloaded?
Subjective information or questions are based on personal opinions, interpretations, points of view,
emotions and judgment. E.g What do you like most about the new iPhone?
Questionnaire: a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents.
Qualitative Research: measuring individual opinions, attitudes, behaviour and the psychology behind the choices people make.
Quantitative Research: to measure responses in quantifiable terms (how much, how many using numerical data, facts, numbers). A reliable
Friday 3rd November
Lesson objective: To create an audience profile
Audience Profile is for producers to work out exactly who is buying their product, which helps them to ensure their product will sell. Several factors are considered, including
- Age
- Gender
- Race
- Sexuality
- Lifestyle
- Education
- Occupation
- Income
- Personality Type
- Buying habits
Key Terms:
Demographics gender,age,occupation,race
Psychographics: labels given to a particular type of person, based on their habits.
Friday 24th November
Lesson Objective
To explore how sound and music are used for effect
Ambient Sound
The sounds of everything going on around the person who is everything
- example the sound of waves and wind on a beach scene.
Synchronised Sound
The words are spoken to match the lip movements of the speaker
-often used in music videos or musical programs
Voice-over sounds
Sound that is dubbed onto any picture sequences.
Documents and advertisements often use a lot of voice -over.
Sound effects
Usually added to the soundtrack at the dubbing stage. Sound effects can be sub divided into two types
- sounds to match actions of events on the screen ( for example a door slamming. or glass breaking
- Sounds that are about a scene but not match anything actually show (for example the sound of birds singing might accompany a scene in the countryside)
Music
Music is the final sound added to film/ television shows in post-production
Music is used to make the audience feel certain emotions as they watch the action on screen
In high budget film or television productions specially composed music will be commissioned
for the soundtrack.
for the soundtrack.
Diegetic Sound
Sound whose source is visible on the screen or whose source is implied to the present by the action of the film:
- voices of characters
- Sounds made by objects in the story
- music represented as coming from instruments in
- the story space ( = source music)
Non- diegetic sound
sound whose source is neither visible on the screen nor has implied to be present in the action:
- Narrator's commentary
- sound effects which is added for the dramatic effect
- Mood music
Non diegetic sound is represented as a coming from the source outside story space.
Monday 27th November
Part 2- Movement
The way the camera moves in a shot is also important in analysing the meaning
Crane
refers to a dolly shot taken in the air using a heavy piece of equipment that the camera is mounted to
Handheld
Gives the shot a jerky effect that creates a sense of realism E.g. The Blair Witch Project, The Bourne Trilogy and Clover field
Panning
a camera movement that goes from left to right
Slow motion
Showing a moving image more slowly than it was filmed
Speed
Suggests how fast or slow the movement is
Titling
A vertical camera movement that points up or down while the camera is stationary
Tracking
When a camera is mounted on a cart which travels along tracks, creating a very smooth movement. Also known as a 'dolly shot'.
Zoom in/ zoom out
A change in the camera lens' focal length will give the illusion that the camera is moving closer or further away from the subject.
Realistic Lighting
used so that actors and sets are lit so naturally that the audience do not notice the technology that has been used to simulate reality.
Expressive Lighting
When the director uses light to set a mood or tone for a scene- or even a 'look' to a whole film.
Examples The Dark Knight, K
High- Key Picture
Makes the shot look very bright overall with small areas of shadow
A bright, sunlit outdoor scene is a high key.
Low- Key Picture
Makes the shot look dark overall with few areas of the highlight.
there may be one section of the shot which is brightly lit while the rest is in deep shadow
Night shots or introits are often low key.
clips 2
Zoom in zoom out movements
Expressive Lighting as the lighting was bright for the audience, zoom in zoom out,
High Key Picture
There was so dark bits
The music was loud as they were singing in the background
clip 3
Low Key Picture to create a dark tone to scare the audience
Zoom in effect
Expressive Lighting
to show a happy mood in the beginning to show a happy to the audience that was with the family
Sound loud, scary, dramatic
Low Key
As the parts in the movie was really dark and had slow motion and had tension
How is Lighting used to create meaning for audience?
We see a girl laughing at the start of the scene. How when the girl goes out we can see sit to the people how people rate them on there phones and
Friday 1st December
Lesson Objective
To explore narrative and Todorov's
Narrative Structure for analyzing narratives.
Narrative is simply a word describing the plot or story line of a film.
Narrative Structures
Linear- Beginning- middle-end
Non-Linear- Flashbacks etc
Multi-Strand- Several narratives running at the same time
Open- Cliff hanger, story does not resolve
Closed- story ends satisfactorily
Point of view- first person (through the eyes of a character), second person (documentary), third person (outside the story - relating experiences)
Tzvetan Todorov
1) Equilibrium The setting is established, key character(s) are introduced and the story line is set up.
2) Disruption Oppositional characters appear and the story takes a particular direction
3)Recognition The lives of characters and events are interwoven. Tension builds throughout this section, which is often the longest.
4) Attempt to repair The highest point of tension after which there is a dynamic change.
5) Reinstatement of equilibrium Matters are sorted out problems are solved and questions answered.
Monday 4th December
Reception Theory
The theory that media texts are encoded by the producer meaning that whoever producers the text fills the product with values and messages.
A text can be received in one of three ways;
Dominant or preferred reading
This is when the text is read in the way the producer intended the text to be read.
Example: a handbag that looks appealing to a female reader encouraging her to want to go out and
buy it.
Negotiated Reading
This is a compromise between the dominant reading and the oppositional reading of the text.
The audience accepts the views of the producer but also has their own input and understanding of the text.
Example: they see a handbag advertised and think it looks nice but could not justify spending the amount of money it would cost.
Oppositional Reading
The audience rejects the producers preferred reading and creates their own reading of the text, usually this is the opposite of what the producer intended.
Example: an advertisement for a handbag is rejected completely as the reader believes the advert is stereotyping woman and categorising them on their appearance.
Part 2- Movement
The way the camera moves in a shot is also important in analysing the meaning
Crane
refers to a dolly shot taken in the air using a heavy piece of equipment that the camera is mounted to
Handheld
Gives the shot a jerky effect that creates a sense of realism E.g. The Blair Witch Project, The Bourne Trilogy and Clover field
Panning
a camera movement that goes from left to right
Slow motion
Showing a moving image more slowly than it was filmed
Speed
Suggests how fast or slow the movement is
Titling
A vertical camera movement that points up or down while the camera is stationary
Tracking
When a camera is mounted on a cart which travels along tracks, creating a very smooth movement. Also known as a 'dolly shot'.
Zoom in/ zoom out
A change in the camera lens' focal length will give the illusion that the camera is moving closer or further away from the subject.
Lighting
Realistic Lighting
used so that actors and sets are lit so naturally that the audience do not notice the technology that has been used to simulate reality.
Expressive Lighting
When the director uses light to set a mood or tone for a scene- or even a 'look' to a whole film.
Examples The Dark Knight, K
High- Key Picture
Makes the shot look very bright overall with small areas of shadow
A bright, sunlit outdoor scene is a high key.
Low- Key Picture
Makes the shot look dark overall with few areas of the highlight.
there may be one section of the shot which is brightly lit while the rest is in deep shadow
Night shots or introits are often low key.
clips 2
Zoom in zoom out movements
Expressive Lighting as the lighting was bright for the audience, zoom in zoom out,
High Key Picture
There was so dark bits
The music was loud as they were singing in the background
clip 3
Low Key Picture to create a dark tone to scare the audience
Zoom in effect
Expressive Lighting
to show a happy mood in the beginning to show a happy to the audience that was with the family
Sound loud, scary, dramatic
Low Key
As the parts in the movie was really dark and had slow motion and had tension
How is Lighting used to create meaning for audience?
We see a girl laughing at the start of the scene. How when the girl goes out we can see sit to the people how people rate them on there phones and
Friday 1st December
Narrative
Lesson Objective
To explore narrative and Todorov's
Narrative Structure for analyzing narratives.
Narrative is simply a word describing the plot or story line of a film.
Narrative Structures
Linear- Beginning- middle-end
Non-Linear- Flashbacks etc
Multi-Strand- Several narratives running at the same time
Open- Cliff hanger, story does not resolve
Closed- story ends satisfactorily
Point of view- first person (through the eyes of a character), second person (documentary), third person (outside the story - relating experiences)
Tzvetan Todorov
1) Equilibrium The setting is established, key character(s) are introduced and the story line is set up.
2) Disruption Oppositional characters appear and the story takes a particular direction
3)Recognition The lives of characters and events are interwoven. Tension builds throughout this section, which is often the longest.
4) Attempt to repair The highest point of tension after which there is a dynamic change.
5) Reinstatement of equilibrium Matters are sorted out problems are solved and questions answered.
Monday 4th December
Reception Theory
The theory that media texts are encoded by the producer meaning that whoever producers the text fills the product with values and messages.
A text can be received in one of three ways;
- Dominant or Preferred Reading
- Negotiated Reading
- Oppositional Reading
Dominant or preferred reading
This is when the text is read in the way the producer intended the text to be read.
Example: a handbag that looks appealing to a female reader encouraging her to want to go out and
buy it.
Negotiated Reading
This is a compromise between the dominant reading and the oppositional reading of the text.
The audience accepts the views of the producer but also has their own input and understanding of the text.
Example: they see a handbag advertised and think it looks nice but could not justify spending the amount of money it would cost.
Oppositional Reading
The audience rejects the producers preferred reading and creates their own reading of the text, usually this is the opposite of what the producer intended.
Example: an advertisement for a handbag is rejected completely as the reader believes the advert is stereotyping woman and categorising them on their appearance.
Comments
Post a Comment