Advertising: Persuasive techniques blog task

1) What does John Berger suggest about advertising in ‘Ways of Seeing’?

He says ‘All publicity works on anxiety’

2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?

Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might be. [...] The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others.

3) How was Marmite discovered?

The product that was to become Marmite was invented in the late 19th century when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated, bottled and eaten.

4) Who owns the Marmite brand now?

By 1990, Marmite Limited had become a subsidiary of Bovril Limited, which became Best Foods Inc. in 1998, and merged with Unilever in 2000; Marmite is now a trademark owned by Unilever.

5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?

The 2007 ad campaign featured Paddington Bear carrying on with the 'love it or hate it' theme. Because it uses the old theme it would attract parents as they remember the theme and want to buy the product (marmite).
6) What is the difference between popular culture and high culture? How does Marmite play on this?

Popular culture would be growing trends within society or a particular culture like sport or fashion. High culture would be approval or endorsement with the monarchy. Marmite has been promoted by having patriotic advertisements on how the Queen uses Marmite.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?

Modern consumers know that they are being manipulated by advertisements so now they feel empowered.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?

Hyperreality is seen as a condition in which reality and fiction are seamlessly blended together so that there is no clear distinction between where one ends and the other begins. Postmodern advertising plays with this notion, too. The #Marmiteneglect campaign is rooted in the ‘reality’ that jars of Marmite often remain unused in the backs of cupboards (as identified by consumer data from market research). This ‘real-life concern’ is then positioned within a narrative of social neglect, and exploits the conventions of misery-memoirs, as read in ‘true stories’ such as A Child Called It.

Narrative in advertising: blog task

1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert.

It uses Propp's theory of familiar character types portraying each person in the trailer to be a hero and all have their own goal which shows why there dream is harder then others because of the problems they have to deal with. Also Jonah Sachs narrative in adverts shows if a advert has a story

2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?

The advert uses celebrities and less well-known people to create short stories in the advert to engage with the audience, they may find it easier to relate to someone of their standard instead of just being influenced by just celebrities. Obviously, the celebrities are used in this advert to promote the brand

3) Read this AdWeek feature and interview on the Nike London advert. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help creat

4) What representation of London does the advert offer?

It represents London as divided due to the fact of the many races and cultures shown. Also represents the people as hard working as they show off their struggles they go through on a daily basis.

5) Why might this advert appeal to an audience?

It would appeal to the young audience because it is Nike and it’s more of a sports ware for younger people and the people in the advert are younger people so it’s more easier for younger audiences to relate to them.

MIGRAIN Final index

1) Media consumption audit
2) Language: Reading an image - advert analyses
3) Reception theory
4) Semiotics: icons, indexes and symbols
5) Genre: Factsheets and genre study questions
6) Narrative: Factsheet questions
7) Audience: classification - psychographics presentation
8) October assessment learner response
9) Audience theory 1 - Hypodermic needle/Two-step flow/U&G
10) Audience theory 2 - Bandura and Cohen moral panic
11) Audience theory: Media Effects factsheet
12) Industries: Ownership and Control
13) Industries: Regulation
14) Industries: Hesmondhalgh - The Cultural Industries
15) Industries: Public Service Broadcasting
16) Industries: Brand Values and Lines of Appeal
17) Representation: Introduction - Taken trailer analysis
18) Representation: Theory - MM article and application of theory
19) Representation: Feminism - Everyday Sexism & Fourth Wave MM article 
20) Representation: Feminist theory
21) January assessment learner response
22) Representation: Identity in the online age - MM article
23) Representation: Gauntlett / Collective Identity Factsheet
24) Ideology: BBC Question Time analysis and binary opposition
25) Ideology: MM reading on ideology and the wider media

Ideology: MM reading on ideology and the wider media

1) Read the article and summarise it in one sentence.
The article is about analysing the dystopian representation of capitalist society in the latest Hunger Games
film and the series as whole, drawing attention to elements where media theory can be most usefully applied. 

2) What view of capitalist ideology is presented in the Hunger Games films?
The view that was taken of capitalist ideology that is presented in the Hunger games films was that the society was a capitalist society so there were a lot of people who were poor. In the dystopian society of Panem, a
post-apocalyptic America, thirteen districts exist purely to serve the capital city of the country, named ‘The Capitol’. Every district is poor; people struggle to survive on small amounts of food and minimum wages, while they work to provide coal, technology, food, power and other services to the Capitol. Each year two children between the ages of 11-18 are sent from each district to partake in The Hunger Games, an annual event that involves forcing each child to kill one another until only one is remaining. The Games serve to keep the districts under control, as punishment for previous rebellions, and to warn them to stay in line.

3) What do the Hunger Games films suggest about the power of the media to shape and influence ideological beliefs?
Using Marxist theory to assess this representation, we can see that the ruling class keep the poor under control through civic means; armies of ‘Peacekeepers’ are sent to control each district and to punish anyone who tries to defy the authority, whilst providing them with so little money that many are forced to break the strict laws to find means of keeping their families alive. Punishment stations are set up in the squares for anyone who disobeys a rule, and electric fences surround the woods in one of the districts to cut off any means of gathering or hunting for food. This physical withdrawal of the means to survive, combined with the public abuse of those that step out of line, are ‘civic state apparatuses’.

1) Read the article and summarise it in one sentence.

This article is about a way to attempt to unpick one of the most complex and difficult aspects of the Media Studies curriculum: the concept of ideology. It explores the meaning of the term, and its related concept of hegemony, and it looks at the work of three key theorists. Finally It explores the term further through a powerful 1988 film acknowledged to be one of the hidden masterpieces of Hollywood: John Carpenter’s They Live.

2) What are the four accepted ideological beliefs in western societies highlighted by the article?
• Money = Happiness
• Consumer goods = Fulfilment
• Marriage/Family/Children = Happiness

• Obedience/Work= Fulfilment

3) What does Gramsci's theory of hegemony suggest about power and ideology in society?
Italian Marxist philosopher Antonio Gramsci introduced the concept of hegemony, and its role in social control.
Gransci defined hegemony as an important way in which those in power maintain their control through consent,
rather than the use of force. He argued that the power of ideology derives primarily from ideas and structures
which support, and thus serve the purpose of, an elite social group which is able to dominate through ideas,

rather than militaristic strength or fear.

4) What does French theorist Louis Althusser suggest about ideology and consumerism?
The French Marxist theorist Louis Althusser offers a way of understanding how we are controlled through ideology. His view was that ideology is the greatest material power and dominates our day to day lives through two key forms of control:
1: Repressive State Control, also known as ‘Repressive State Apparatuses’ (RSAs) through the major institutions
of society – the Government, Army, Police, Courts, etc. – which are dominated by the ruling elite. These state agencies regulate social behaviour and repress the masses through violence, punitive law, and fear.
2: ‘Ideological State Apparatuses’ (ISAs), such as the Church, the media, educational institutions, the family unit etc. These looser institutions control and dominate implicitly through ‘common sense’ acceptance and social norms, rather than through fear. This echoes Gransci’s concept of hegemony, by which ideology’s power derives primarily from consent as opposed to the use of force. To illustrate, consider these familiar ideas: ‘Realise your true potential,’ ‘Be yourself,’ ‘Lead a satisfying life.’ These values, suggesting the importance of the individual, and self-fulfilment, are dominant in the West, and closely linked with the ideology of consumerism, which arguably dominates and drives society.

5) Do YOU agree with the idea behind They Live - that we are unthinkingly controlled by the media which is run in the interests of the economic elite? These are the big questions of A Level Media!
I would agree with the idea behind They live- that we are unthinkingly controlled by the media which is run in the interests of the economic elite because I think that the media draws us in by the way they report on news and what point of view they would take. Such as when certain newspapers report things they will take a left wing or right wing point of view and the public who will read the report or newspaper will be the people who agree with it. Some people may want to read a different paper, so they may have read a left wing newspaper but now they read a right newspaper and their views and beliefs change due to the way that the media has written the article in the paper. 
Also, when an election is taking place and politicians are talking about their respective views and the media report it in a way that change peoples views and people will have and also the political leaders have a bit of influence involved in it as well.

MIGRAIN: Industries - Public service broadcasting

1) How does the report suggest that TV viewing is changing?
The report suggests that TV viewing is changing because people can watch television in variety of different ways such as phones and tablets. People are increasingly viewing content in a variety of different ways, both on the television set and on other devices. Young adults are watching a substantial amount of non-public service broadcasting content, and behavioural changes are happening not just in this group, but among those up to the age of 45. 

2) What differences are highlighted between younger and older viewers?
The differences that are highlighted between younger and older viewers is the amount of time they actually spend watching television.However, there are big differences between age groups, and these gaps are widening. Viewers aged 65+ watched an average of 5 hours 44 minutes in 2016, just three minutes less than in 2012; in contrast, 16-24 year olds watched an average of 1 hour 54 minutes in 2016, 43 minutes less than in 2012. Between 2015 and 2016, average daily viewing among children and 16-24 year olds each fell by 10 minutes, whereas viewing by over-64s increased by 2 minutes.

3) Does the report suggest audiences are satisfied with public service broadcasting TV channels?
The reports suggests that audiences are still satisfied with the public service broadcasting channels because majority of people still watch them such as they very influential such as the news because most people find it interesting and a lot of people watch it.Overall, 78% of regular or occasional viewers of any Public Service Broadcasting channel claim to be satisfied with Public Service Broadcasting broadcasting, significantly higher than in 2015 (73%). 

4) Public service broadcasting channels are a major aspect of the UK cultural industries. How much money did PSB channels spend on UK-originated content in 2016?
The PSB channels spent a total of £2.6bn on first-run UK-originated content in 2016, a 2% increase in real terms on 2014 (the most recent comparable year due to the impact of major sporting events). This was an 18% decrease in real terms on 2006, with each of the main five PSB channels reducing their spend over the intervening period. At £582m, spend on new UK factual programming across the PSB channels was greater than any other genre in 2016. Spend on new UK content at peak time stood at £1.6bn in 2016.


Goldsmiths report

Read this report from Goldsmiths University - A future for public service television: content and platforms in a digital world.

1) What does the report state has changed in the UK television market in the last 20 years?
The report sates on how UK television has changed and become bigger and expanded in the last 20 years.Yet the television sector has undergone huge changes over the past generation. The proliferation of channels has reduced the market share of the public service broadcasters – the BBC, ITV, Channel 4 and Channel 5 – although they have largely retained their prominence and developed portfolio services. Sky has emerged as a major force, contributing to the success of pay television. New technology has facilitated on-demand access to television content, and created new services and platforms, while consumer behaviour has started to change rapidly, particularly among the young. The very definition of television needs to be refined accordingly.

2) Look at page 4. What are the principles that the report suggests need to be embedded in regulation of public service broadcasting in future?
1. In return for public service broadcasters meeting the obligations of their licences, their content should be guaranteed prominence on electronic programme guides, smart TVs and on the interfaces of on-demand players as they emerge. 
2. Re transmission fees should be paid by pay-TV platforms to public service television operators to address the current undervaluation of public service content by these distributors.
 3. Ofcom should supplement its occasional reviews of public service broadcasting with a regular qualitative audit of public service content in order to ensure that audiences are being served with high-quality and diverse programming. This should include detailed data on the representation and employment of minority groups and a comprehensive account of the changing consumption patterns of younger audiences.
 4. Ofcom should continue to monitor the independent production sector and take action, where necessary, if consolidation continues to increase and if diversity of supply is affected.

3) What does the report say about the BBC?
The report says the BBC has been contracting in real terms and it is hard to sustain the case that it is damaging competitors. The licence fee is vulnerable in the face of changes in technology and consumption, and it is in any case far from an ideal system: it has failed to guarantee real independence and is charged at a flat rate. The BBC’s independence has also been compromised by the insecurity of its establishment by a royal charter and the process behind the appointments to its governing body. We support the inclusion of diversity as a specific public purpose for the BBC but strongly reject the abolition of the purpose focusing on the delivery of emerging communications technologies and services. We believe the BBC should be encouraged to pursue networked innovation, to embrace the internet and to develop a range of content and services for the online world.

4) According to the report, how should the BBC be funded in future?
The government should replace the licence fee as soon as is practically possible with a more progressive funding mechanism such as a tiered platform-neutral household fee, a supplement to Council Tax or funding via general taxation with appropriate parliamentary safeguards. 6. The government should hand over decision-making concerning the funding of the BBC to an independent advisory body that works on fixed settlement periods.

5) What does the report say about Channel 4?
 Its remit has remained flexible and it has moved with the times. But it has cut programme spending; it has largely abandoned arts programming and has been criticised for not doing enough for older children. Recently, Channel 4 has been threatened with privatisation, in whole or in part, a proposal that would threaten its public service remit

6) How should Channel 4 operate in future?
 Channel 4 should not be privatised – neither in full or in part – and we believe that the government should clarify its view on Channel 4’s future as soon as possible. 
 Channel 4 should significantly increase its provision for older children and young adults and restore some of the arts programming that has been in decline in recent years.
 Channel 4 should continue to innovate and experiment across different platforms and it should aim to arrest the fall in the number of independent suppliers that it works with.

7) Look at page 10 - new kids on the block. What does the report say about new digital content providers and their link to public service broadcasting?
Television with the characteristics of public service broadcasting now appears outside the public service system: from Sky and other commercial broadcasters, on subscription video-on-demand services such as Netflix and Amazon, and through the new Local TV services. Meanwhile, a broad range of cultural institutions – including museums, performing arts institutions and community organisations – are now producing video content of public service character. We believe that the growing contribution to a digital media ecology made by these cultural institutions should be boosted by a specific public intervention. 

Final questions - your opinion on public service broadcasting

1) Should the BBC retain its position as the UK’s public service broadcaster?
In my opinion, I think that the BBC should retain its position as the UK 's public service broadcaster because it is a broadcaster that majority of the population watch because it is so influential and informative and also it shows different programmes which are different genres and everyone will like to watch them. Finally, the BBC broadcaster covers all areas around the country from sports, politics to animal and nature. 

2) Is there a role for the BBC in the 21st century digital world?
Yes, In my opinion there is a role for the BBC in the 21st century digital world but I don't think people are going to rely on it as much as they use to as before because there a new public service broadcasters entering the business so there will be a wider range of useful sources that will inform people on things and that means there will be more competition for the BBC. So they have to present there content in a different way.

3) Should the BBC funding model (license fee) change? How?
The BBC funding model should change and the The government should hand over decision-making concerning the funding of the BBC to an independent advisory body that works on fixed settlement periods.

Brand values task

Mcdonalds

1) The McDonalds brand is a brand that fits in various different categories of the line of appeal. It is a brand that can fit in the happy families because it offers food for all ages such as for kids it does happy meals and for adults it has other options such as burgers and chips. Also, it can fit in the nature and natural world category because it is a company that tries to make their products with a healthy option in the meal such as with a kid’s meal will also get an apple or pear with it. (100 words).

2) The Mcdonalds brand is about family, health and well being. (10 words).

3) Variety (1 word)

Nike

1) The Nike brand is a brand that fits a range of categories of the line of appeal. It is a brand that can fit in the elite people and experts because Nike get a lot of sports celebrities to advertise there products and the public buy there products because they get idolised by the star that is advertising it. Also, it could fit in the rich, luxurious lifestyles because the clothes that Nike sell are very expensive and there quality is very good and they are to do with sports, casual and also smart. The brand mainly focuses on sports. (100 words)

2) The Nike brand is about luxury lifestyles, fashion and sports. (10 words)

3) Quality (1 word)

Pandora

1) The Pandora brand is a brand that can fit various categories of the line of appeal. It can fit in the successful love and romance category because couples will usually buy jewellery for each other to show their love for each other or they could be buying jewellery such as a ring to show their engagement or marriage. Also, it could fit in the rich, luxurious lifestyles because the jewellery they sell is quite expensive and only certain people will be able to afford that kind of money and when the jewellery is being worn it gives a feeling of luxury because it looks good on the person. (100 words)   

2) The Pandora brand symbolises the love, luxury and the romance. (10 words)

3) Romance ( 1 word)

                                        

Bentley

1) The Bentley brand is a brand that sells cars. It is a brand that can fit in different categories of the line of appeal. It can fit in the rich, luxury lifestyles category because the brand is a brand that sells cars at a very huge price because of the aesthetics and the luxury of it and the car is very comfortable to sit in and it provides you with everything so it helps you to live a luxury lifestyle. It can also go under successful careers because people who work hard and earn a lot of money have a good career can afford luxury goods like this car and if they have a Bentley it symbolises their hard work in having a successful career. (100 words)

2) The Bentley brand is a brand that symbolises luxurious lifestyles. (10 words)

3) Luxury ( 1 word)

Qatar Airways

1) The Qatar airways brand is a airline that travels passengers to different countries. It is a brand that can fit in different categories of the line of appeal. It can fit in the glamorous places category because it is an airline that goes to very beautiful and hot countries which provide people will relaxation and rest. Also it can fit in the rich, luxury lifestyles category because the airline is an expensive airline and only certain people can afford to go with them because of the price of the tickets are very expensive. Finally, they provide good service which means they flight is very comfortable and luxurious. (100 words)

2) The Qatar airways brand is an airline which is luxurious. (10 words)

3) Glamorous (1 word)

Blog task: binary oppositions and ideology

1) What examples of binary opposition can you suggest from watching this clip?

One binary opposition you can make is the deportation and immigrants. Another opposition is youth supporting Russel brand and the older people with Nigel. Another binary opposition is the audience as one side was the youth supporting Russel Brand while the older audience in support for Nigel.

2) What ideologies are on display in this clip

One ideology that is that Russel has left wing view on immigration which is more positive. Another is Nigel’s which is more of a right wing view on immigration and paints them in a bad light. Lastly, an ideology that Russel has on the government is that it’s corrupt and does not spend its money well.

Embed the video into your blog (as above) and answer these two questions in full paragraphs.

Ideology and your own choice of clip

1) What examples of binary opposition can you suggest from watching your clip?

One binary opposition is the good and bad in the film. So the hero's who have are good and have a scene for justice. And the evil who want to see the world fall. Another binary opposition is the two different type of species. The amazons a tribe full of women and the alantians which is a tribe of people who live in the water. They are of both gender.

2) What ideologies are on display in your clip?

The ideology is the view of justice displayed by the hero. They follow a code to protect people and giving justice to evil doers. Which is the oppiste of the villain who is inspired and run of the ideology of power and thinks people are week.

Representing ourselves: blog task

1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'

• We are all involved in constructing an image to communicate our identity.
• We were part of a number of collectives and self-image was based on the success we had at meeting the expectations that came with a predefined role based on our class group, our family, our church, our profession.
• the belief that an individual has the right to express his or her own identity, to be whoever they wanted to be, became widespread.
• The idea that identity could be constructed in terms of an externalised image came in the post-industrial consumer boom of the early 20th century where there was a deliberate move to encourage people to adopt an identity that Edward Bernays (arguably the originator of modern notions of Public Relations and propaganda) said was based not on behaving as‘active citizens but as passive consumers’.
• Branding is the association of a personality with a product.
• Through the anonymity of the internet and particularly the possibilities afforded by the creation of avatars, we have more control over our public image now than ever before.

2) List five brands you are happy to be associated with and explain how they reflect your sense of identity.

Apple- This is because they move foreword the message to think differently.

Microsoft- They have a similar message to apple in the fact its telling you to do what you want to do.

Nike- Gives motivation for people to "just do it"
Adidas- Impossible is nothing is their slogan and shows that we should always never quit.
Samsung- Do bigger things is their slogan and i would like to think i follow that

3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?

The meaning of style over substance is that more of the looks are being looked at while the actual contents are not as good and i agree with this if you look at the recent hero films they are all flashy but story and actual content is not present.

4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.

In order to design successful E-E interventions in nations with high levels of media saturation, it is important to consult theories that were specifically developed to understand the role of media in society and to Page 2 Media Saturation 207 account for media effects in a media-saturated environment.

5) Is your presence on social media an accurate reflection of who you are? Have you ever added or removed a picture from a social media site purely because of what it says about the type of person you are?

I agree with this as typically the things i watch and follow on social media is things i have and enjoy like so it does say stuff about who i am. For example i might follow a dog page which means i might like dogs  

6) What is your opinion on 'data mining'? Are you happy for companies to sell you products based on your social media presence and online search terms? Is this an invasion of privacy?

I don't agree with data mining as it means we have no privacy and anyone can know what we like and things about us without a will al because they want to sell us a product which is too far in my opinion. 

Representation & David Gauntlett: Blog task

1) What is collective identity? Write your own definition in as close to 50 words as possible.

A ‘collective’ identity is one that is primarily based around a collection of individuals who share a set of traditions, values and a similar understanding of the world that surrounds them. In the example of the British people, this could suggest that the majority of the population believe in democracy and freedom of the press, ideals which have traditionally been woven into the history of the British people.
2) Complete the task on the factsheet (page 1) - write a list of as many things as you can that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?

The Beatles.
Big Ben
James Bond.
The British Broadcasting Corporation (BBC).
British history.
Buckingham Palace.

Most of what i have said is a well known and only noticed mainly due to stereotypes. I represented large amount of viewpoints of Britain. Not the whole but not just one.

3) How does James May's Top Toys offer a nostalgic representation of Britain?

The programme also dwells upon and explores aspects of British history: the history of the race track, the history of Scalextric and wider British issues such as the decline of manufacturing jobs in northern Britain and a sense of regret that many of these toys are now manufactured abroad, such as Meccano in France, for instance.
4) How has new technology changed collective identity?

Because new technology involves bringing people together, then it makes it easier for people with the set of traditions and values together through social media. So for collective identity it makes it easier for people to share views.

5) What phrase does David Gauntlett (2008) use to describe this new focus on identity?

‘Identity is complicated; everyone thinks they have got one.’

6) What does Gauntlett suggest about creativity and identity?

Gauntlett argues that there is a shift from a ‘sit-back-and-be-told culture’ to a ‘makingand-doing culture’, and that harnessing creativity in both the internet and in other everyday creative activities will play a role in changing how a collective identity is created.
7) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?

Shaun Of The Dead Facebook group give an example of Henry Jenkins' theory of interpretive communities online because these passive audiences have created something of their own using a hosting website, Facebook.