WEEK 1A 4-6 SEPTEMBER 2019 Wednesday-friday
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course overview; media lang (moving image) KEY CONCEPTS 'RAILING'
RAILING = REPRESENTATIONS, AUDIENCES, INDUSTRIES, LANGUAGE, IDEOLOGIES, NARRATIVE, GENRE We'll look at basic media concepts ('THE THEORETICAL FRAMEWORK' - 'LIAR' ) using a Mentimeter presentation. John Lewis 'Tiny Dancer' advert to illustrate the art of media construction and manipulation. Here's Tiny dancer https://www.youtube.com/watch?v=YqgoUWPx4eE&t=4s Tiny Dancer - Making of: https://www.youtube.com/watch?v=Wnxx1_BeWs4 and also: https://www.youtube.com/watch?v=REnXunK99Dg&t=24s Film 'Language' MCESS - mise en scene, camerawork, editing, SFX, sound _______________________________________ CAMERAWORK can be analyzed in terms of CAMPS: Composition & Framing Angle Movement Position Shot type e.g. Camera movement consists of tracking shots & tilts & pans. In a pan the camera moves left/right but the mounting (tripod) remains static. In a tracking shot, the tripod mounting also moves, usually along a specially built track. _________________________ ALWAYS LINK LANGUAGE TO REPRESENTATIONS, INDUSTRY, IDEOLOGIES, AUDIENCES, NARRATIVE & GENRE _____________________________ TASK A Choose a moving image advert and write an analysis referring to LIAR + Narrative & Genre. Some iconic ads: Hovis Advert 122 years . BA 'to Fly to Serve' ***** Task B Research and present The Hypodermic Needle Theory (HNT) Uses & Gratifications Theory (UGT) Which of these models is more relevant to the media products you normally engage with? Why? Is one more relevant than the other? ********** Homework for WEDNESDAY 11TH SEPTEMBER ("9/11" !!) 1) Watch this BA advert 'To Fly, To Serve' and describe how the BA airline is represented. Aim for 150-200 words https://www.youtube.com/watch?v=a4JdQi60an0 2) Find another advert or music video which contains interesting representations (women, youth, blacks, soldiers, Muslims, Jews, disabled, or a certain location). Describe how the representations are constructed. Are they stereotypes or countertypes? Why are audiences led to this particular view of representation? 150-200 words. |
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WEEK 1 9-13 SEPTEMBER
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Media lang (moving image) Hypodermic vs Uses & Gratifications; KEY CONCEPTS
Recap work so far. RAILING, HNT & UGT. MCESS. DIEGETIC. Bandura. We'll analyze some paralympics ads and 'This Girl Can'. Focus on Communicating a message through skilful media language and construction of representations. Some examples: Meet the Superhumans (C4 Paralympics promo, London 2012) https://www.youtube.com/watch?v=tuAPPeRg3Nw&t=6s We're the Superhumans (C4 Paralympics promo, Rio 2016) https://www.youtube.com/watch?v=IocLkk3aYlk&t=2s This Girl Can https://www.youtube.com/watch?v=jsP0W7-tEOc This Girl Can is Back https://www.youtube.com/watch?v=kCdrJS1ojD8 WEDNESDAY 11th - hand in homework. We'll move on to print media and see how construction works in a similar way to moving image. Here's a good site to get hold of screengrabs of newspaper front covers: en.kiosko.net Work for Wednesday 18th Choose a tabloid and a broadsheet front page. Copy them into Word or Powerpoint. Exam style question (15 marks). Aim to write 250 -300 words. Analyze the representations that are encoded (constructed) on the covers - (gender, ethnicity, jobs, social groups, minorities, places, celebrities). How do these representations steer the reader towards a certain interpretation ('reading') |
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WEEK 2 16-20 SEPTEMBER
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Media language (print)
Media Language(Online) Continue looking at Representations |
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WEEK 3 23-27 SEPTEMBER
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This week:
We'll analyze the Mail Online's SIDEBAR OF SHAME On Thursday, you'll practise editing the video interviews we recorded last week. Theory blitz - use The Theory Zone section of this site (www.themediastop.co.uk) George Gerbner – Cultivation Theory (Desensitization) & Mean World Syndrome Stanley Cohen – Moral Panics Alfred Bandura – imitative behaviour Maslow – Hierarchy of Needs Newcomers: WELCOME! You'll need to catch up with Theory Notes. So far, we've covered The Hypodermic needle Theory Uses & Gratifications Theory Dyer's Utopian Pleasures Model. + the ones listed in this week's post. |
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WEEK 4 2, 3, 4 OCTOBER
NO SCHOOL 30 SEPT & 1 OCTOBER (RH)
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ADVERTISING
Lucozade Advert analysis. Do the task on the right. Use the image and keywords. Terminology to learn: AIDA principle (Attract ATTENTION, arouse INTEREST, create DESIRE, call to ACTION) rule of thirds (upper third etc) framing, composition typeface serif/sans-serif close-cropped close up gradient fill desaturated (=black & white) colour palette slogan= tagline product shot (=pack shot) brand identity = brand image "gaze" moe of address hyperreal, hypermasculine exaggeration = hyperbole caption = headline heads up display rhetorical language emotive/ emotional mode of address ___________________________________________________________________ MAKE NOTES ON MEDIA LANGUAGE MEDIA REPRESENTATIONS SOCIAL AND CULTURAL CONTEXTS What is the message? Who and what are represented? How does the language of this advert influence its representations? How do the representations reflect the social and cultural contexts |
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WEEK 5 7-11 OCTOBER
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NO SCHOOL TUES PM AND WEDNESDAY (YK)
ADVERTISING (2) SHELTER AD CAMPAIGN |
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Shelter campaign 2011 Questions to answer 1) Who created these ads for Shelter? Research: https://www.thedrum.com/news/2011/08/24/shelter-launches-new-advertising-campaign-amplify-drive-people-seek-advice-earlier 2) What type of organisation is this and what is its aim? What do you notice about the logo? 3) What emotions are the adverts trying to arouse in the audience? 4) What emotions are connoted in the images and big text? 5) What do the images have in common? 6) Comment on how the textual and typographical codes create impact. House style? 7) Comment on the textual codes (the language used). Mode of address? 8) What codes and conventions are typical of adverts? 9) What codes & conventions are not typical of adverts? 10) Watch the Shelter YouTube video. https://www.youtube.com/watch?v=qBucKP87k2s How does the media language help to reinforce the brand’s values? _____________________________________________________________________ |
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Image 1 (L to R): text reads: 'Losing your job doesn't have to mean losing your home. We can help'.
Image 2: 'As a tenant, it's hard to know where you stand. We can help.' Image 3: 'Debt can seem too big to face, but if ignored, can threaten your home. We can help.' _________________________________________________________________________ Red banner on each poster reads: Search 'Shelter Housing Advice' Now. Underneath, text reads: To donate, text .......... |
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____________________________________________________________________
HERE'S ANOTHER SHELTER VIDEO -
https://www.youtube.com/watch?v=8kyb0dhW5ss
Analyze it referring to media language and representations.
Talk about the social and cultural contexts.
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HERE'S ANOTHER SHELTER VIDEO -
https://www.youtube.com/watch?v=8kyb0dhW5ss
Analyze it referring to media language and representations.
Talk about the social and cultural contexts.
_______________________________________________________________
HALF TERM: 14-23 OCTOBER
WORK FOR HALF TERM – TO BE HANDED IN ON THURSDAY 24TH OCTOBER
1) Lucozade booklet - Finish all questions including A-G on the last page.
2) Choose either a soft drink or a charity advert poster of your own. Copy and paste it into a word/pages doc. Then write the following essay: 300 -350 words How does the advert construct its representations and what does it tell us about cultural and social contexts.
3) Newcomers to the course: use The Theory Zone section of media attic to make notes & give examples of the following theories:
Hypodermic Needle Theory
Uses & Gratifications Theory
Dyer: Utopian Pleasures Model
Gerbner: Mean World Syndrome & CultivationTheory
Cohen: Moral Panics
Parents' evening - Weds 30th October
1) Lucozade booklet - Finish all questions including A-G on the last page.
2) Choose either a soft drink or a charity advert poster of your own. Copy and paste it into a word/pages doc. Then write the following essay: 300 -350 words How does the advert construct its representations and what does it tell us about cultural and social contexts.
3) Newcomers to the course: use The Theory Zone section of media attic to make notes & give examples of the following theories:
Hypodermic Needle Theory
Uses & Gratifications Theory
Dyer: Utopian Pleasures Model
Gerbner: Mean World Syndrome & CultivationTheory
Cohen: Moral Panics
Parents' evening - Weds 30th October