Media component 1

What year did Tide launch?

Tide launched in 1946 under the name The Wash-day Miracle but didn't adapt its current name until 1949.

What is The Domestic Sphere?

The private space of the home, as opposed to the public world of work.

Which company owns Tide?

Procter and Gamble

How is the Tide Print Product reflective of the social and cultural context at the time?

-Denotes a woman cuddling a tide box thus connoting the idea that women should be the consumers of the product.

-A comic strip features two women smiling whilst pegging the washing out. This suggests that women are supposed to feel comfortable and happy with the idea of being domesticated.

- The tagline 'Its what women want' additionally implies that as a woman, you should be needing Tide as you are expected to stay at home and do the washing.

What is Liesbet Van Zoonen's Feminist theory?

She claims that our ideas about gender are obtained through discourse. She believes that our ideas about gender are dependent on the social and historical context.

What does bell hooks believe about Feminism?

-She claims Feminism is the struggle to end patriarchal oppression. In addition, she claims that being a feminist isn't a lifestyle but is political commitment.

-She believes that the level of a woman's discrimination is heavily dependent on factors such as class or ethnicit

How can Laura Mulvey's Male Gaze theory be applied to the Tide print advert?

The Woman is denoted wearing glossy, red lipstick which represents her a form of seductress - serves as Eye-candy for male audiences.

How did gender roles shift in the Post-War period of the late 1940s/1950s?

Men returned home from war and reclaimed their laboring jobs. Women as a result were relegated back into the domestic sphere as their role in society again were to be nurturers and home-makers.

What are the 3 audience responses according to Stuart Hall in his Reception theory?

Dominant-hegemonic: Whereby deliberately encrypted messages in a media product are positively received by the audience and aren't challenged.

Negotiated: The audience seemingly take a neutral stance on particular messages being conveyed; they accept some of the details but may reject others.

Oppositional: Where the audience completely reject the intended messages being transmitted through the text by producers. Those who take this view mostly likely create their own interpretations of the text.

In The Kiss of The Vampire print, how does the star-billing reflect sexist attitudes at the time?

Of the 5 names in the star-billing, only one of them is female therefore insinuating that the men in the film industry are considered more important than the women.

What is the difference between serif and sans-serif font?

Serif consists of the use of more formal typography such as cursive writing whilst sans-serif is used more informally and consists of a more industrial modern texture.

What is intertextuality?

When a media texts contained a reference to another different media product.

What is a paradigm?

when a text exemplifies patterns and standards present within a particular era.

In Barthe's theory of semiotics, what is the Hermeneutic code?

An enigma; refers to anticipation created by elements in a media text left unexplained.

In Barthe's theory of semiotics, what is the Semantic code?

When an element of a text carries a subliminal inference to different concepts.

In Barthe's theory of semiotics, what is the Proairetic code?

When elements of a media text connote action and build up anticipation.

In Barthe's theory of semiotics, what is the Symbolic code?

Inferred meanings of a text which are reflective of wider and deeper cultural contexts/

In Barthe's theory of semiotics, what is the Cultural code?

When a media text references an external body of knowledge whether it be scientific, religious or other.

In the last shot of the Water aid advertisement, how do binary opposites create meaning for the audience.

Juxtaposition exists between the women drinking the water with a divine ray of light illuminating the shot, and the statistic which claims that '650 million people still don't have access to clean drinking water. Creates an element of poignancy for the audience - enticing them to donate.

In what way does the Water Aid advertisement subvert the conventions of traditional charity adverts?

-There is no narrative pandering to the viewers

-The sequence follows a narrative instead of featuring a compilation of unconnected images.

-There is a positive vibe which is conveyed throughout the advert: Claudia is singing, the colors are warm and saturated etc.

-Does not feature a direct mode of address or synthetic personalisation.

In what way does the Water Aid advertisement conform to the conventions of traditional charity adverts?

-It takes place in a developing African nation.

Features hashtags and a method of contact for the audience (phone number).

Includes statistics meant to shock/sadden the audience.

What is Stuart Hall's Representation Theory?

He suggests that the media creates representations through stereotypes. He claims that these stereotypes usually reduce groups down to oversimplified characteristics and traits. Stereotypes are usually created by the hegemonic group in power at a given time. This is typically seen through the inequalities of power.

What is the difference between diegetic and non-diegetic sound?

Diegetic sound is sound that can be both heard by the characters is a shot as well as the audience.

Non-Diegetic sound usually consists of music/soundtrack which is added in post-production and can't be heard by the characters in a sequence.

What is the difference between the Signified and Signifier?

The Signifier is what we can overtly see whilst the Signified is the subliminal concept which is inferred from the Signifier.

What is Gauntlett's Pick and Mix theory?

The idea that audiences selectively choose elements of a text to further construct their own identity whilst ignoring the elements which do not reflect them on a personal level.

What is the social context of the Kiss of the Vampire print advert?

Most women still tended to remain in the domestic sphere but a significant portion of women began to start working in large part due to the early emergence of 2nd Wave Feminism.

What is Polysemy?

When a word or media text has multiple inferred meanings as opposed to just one (Monosemy).

What are the main purpose of close-up shots generally?

They allow for the audience to gain a better understanding of a character's expression and the emotional link associated with it.

What is meant by Circulation?

A count of how many copies a particular publication are distributed, including subscriptions.

What is a Conglomerate?

a major corporation that includes a number of smaller companies in both related and unrelated industries.

what is Subsidiary?

A company controlled by a holding company (Conglomerate).

What is meant by Distribution?

The link between the producer and the audience; refers to all the strategies used in the release, marketing and promotion of a product.

What is a Monopoly?

When a single group controls the production of a good or service.

What is an Oligopoly?

A market structure in which a few large firms dominate a market

In the Newspaper Industry, what is a Gatekeeper?

The person who decides what can and what can't be published in a newspaper.

What is the difference between a tabloid and a broadsheet?

-Tabloid- A small and informal type of newspaper mainly concerned with gossip and celebrity culture.

-Broadsheet- A large formal type of newspaper which concerns mostly global & political issues.

What is the Masthead of a newspaper?

The title of the newspaper; mainly displayed in a unique typographical print.

What is a Standfirst?

The sentence after a headline and before an article which sells a feature to a reader.

What is a Standalone?

A picture story which can exist on its own on the front of a cover.

What is Mediation?

The alteration of a media product before its release to the public?

How can ownership shape the ideologies of both The Daily Mirror and The times?

-News conglomerates such as Trinity Mirror and news corps own other news papers so the audience is likely to see rehashed opinions and articles from other papers.

-The owners of both respective newspapers may partake in gatekeeper - taking out stories they personally don't agree with therefore creating a sense of mediation.

-The political affiliations of the newspapers may become apparent due to the use of bias language and denunciation of various political groups.

How does media language reflect the political affliction of The Times in the set text?

-The main image denoting Trump and Pence cheering connotes ideas of celebration but not only for them, but for the newspaper too.

- The pull quote from Trump could suggest that too, The Times are anticipating the times to times to come as Trump being President.

-The caption 'The New World' in bold, serif font implies that the Times are aware to the fact that the election has been revolutionary - in a positive sense.

-The highly saturated main image could imply that a brighter future lies ahead.

How does media language reflect the political affiliation of The Daily Mirror in the set text?

-The Binary Opposition between Lady Liberty and the dystopian warped version of the world could implies that under Trump, freedom is dead.

-The ellipsis of 'It's President Trump...' connotes surprise, disappointment and worry for whats to come.

-The interrogative 'what have they done?' seems to highlight 'they' as at fault for the Trumps election. Daily Mirror are disappointed with the American public.

-The imagery of Lady Liberty with her head in her hands shows, applying the semantic code, she is saddened by the outcome and is ashamed of America's decision.

Who regulate the Daily Mirror?

The Independent Press Standards Organisation(IPSO) - responsible for the regulation of over 1500 print and 1,100 online titles.

How many newspaper companies do Trinity Mirror own?

They own over 150 national and regional titles such as Daily Mirror, Daily Record, Sunday Mirror etc.

How do Curran and Seaton criticize mass media ownership?

They claim that the concentration of media ownership in fewer and fewer hands leads to a more narrow range of opinions represented and a pursuit of profit at the expense of quality and creativity.

What is the difference between choreographic and demographic profiling?

Psycho-graphic profiling: A way of categorizing audiences based on personality, values, opinions, attitudes and lifestyle.

Demographic: A way of categorizing audiences based on age, sex, income, education, occupation or other factors.

How has an increase in digitization led to a rise of Prosumers in the news industry.

News Companies utilize social media which encourages interactivity between companies and their audience thus allowing the latter to give feedback and recommendations. In addition, the relative ease of writing online articles has led to a surge in the number of User-created content on the internet.

What are the 7 types of Psycho-graphic according to Young and Rubicam in their Cross-Culture Consumer Characterization Model?

-The Aspirer- Materialistic and driven by success of others, their core need is status.

-The Reformer- Are the least materialistic and seek harmony amongst others.

-The Explorer- Always need new ideas, experiences and strive for discovery.

-The Succeeder- Seek reward and privilege because they believe they deserve it. Their core need in life is control.

-The Mainstreamer- Feel secure being apart of a collective and majority.

-The Struggler- Live for today, are often considered losers of victims and primarily seek escapism from the media.

-The Resigned- Enlightened by familiarity and aims to just 'get by.

What are the Uses and Gratifications according to Bulmer and Katz?

-Surveillance- audiences seek to acquire knew information.

-Diversion- To offer escapism and entertainment for the audience.

-Social Interaction- allows for the audience to connect and communicate with one another.

-Personal Identity- audiences reflect with and relate to certain characters in media products.

What is Gerbner's cultivation theory?

Suggests that regular exposure to repeated patterns of representation over long periods of time can shape and influence the way that people perceive the world around them.

Explain Livingstone and Lunt's Regulation theory?

The increasing power of global media corporations, together with the rise of convergent media technologies and transformation in the production, distribution and marketing of digital media have placed traditional approaches of media regulation at risk.

What is Lazarsfeld and Katz's two-step model?

They claim that people do not gain their ideas and thoughts from the media directly but from opinion leaders who often exert these opinions on widespread platforms such as TV or social media.

As a Public Service Broadcaster, what is the BBC's Remit which influences the production of its media?

-To provide impartial news and information to help people understand and engage with the world around them

-To support learning for people of all ages

-To show the most creative, highest quality and distinctive output and services

-To reflect, represent and serve the diverse communities of all of the United Kingdom's nations and regions and, in doing so, support the creative economy across the United Kingdom