Objective 1 how media forms can be used to explore ideas within a text
Objective 2 To apply the currently held learning
Recap lesson 2 learning
This session we are going to explore a little deeper and begin to think about the ways in which media products also contain a way of seeing the world [its ideology] that it transfers to audiences. Such messages [via saturation / repeated exposure] may influence audience behaviours and thinking.
We are not suggesting either that [1] exposure to a violent act in a film will provoke violence in the audience watching it but [2] as media students we have to be capable of stepping outside ourselves and be open to ideas about viewers and audiences in general as well as our own particular experience. This is a key idea to grasp at this stage. You need to begin to transfer your own viewing and media consumption to enable a bigger understanding of audience behaviours as a whole but also to see that behaviours difficult to grasp are nonetheless valid. In simple terms we need to look at our own media consumption to see how audiences use the media but at the same time to understand that just because we feel ‘invulnerable’ to violent video game content to see that others may be influenced by such ideas.
An ideology is a set of ways of thinking about the world that governs our subsequent behaviours - our belief in what is right and wrong is why we don't steal etc.
Sometimes this conveying of ideology is deliberate and premeditated [explicit products such as political propaganda or adverts];
Sometimes this is simply a by-product of a text [implicit products such as a soap opera or film] being constructed by human beings that are influenced by the context of creation and of consumption [the zeitgeist] – essentially who they are becomes part of how the text represents the world.
Consider what happens at the end of a Hollywood romance - the lovers get together and marry. Repeated exposure to such narrative conclusions helps us believe that marriage is the 'accepted' outcome of such relationships. This may not be the intention of the film-maker but it is a likely consequence - an implicit understanding of a message wrapped in the film's narrative.
Watch the campaign advert from Barnardos
What is the message of the campaign overall?
What is the intention of this particular advert?
In what ways has the product been constructed to reflect the underlying ideas of the campaign as a whole?
List the media forms / devices used to do so
How successful is the advert in conveying the campaign message?
Look at the article below from Brand Republic. What were the reasons for the advert attracting so many complaints?
Do you feel the ASA judgement was correct? Why?
[B] Watch the advert ‘Meet the Superhumans’ which was the channel 4 promotional advert for its coverage of the Paralympic Games in 2012. This product was also the key text for the 2014 AQA AS Media exam so early on gives a good idea of what it is that students will have to be able to discuss if they are to be successful.
Task:
How are media forms used to represent disability?
This is not just a write down and discuss everything you can see and hear but requires focus and critical selection of the salient points.
The promotional trailer was part of Channel 4 attempt to re-position itself in the TV marketplace by redefining its core values of taking risks and being seen as a channel that challenges its audience. they had invested a great deal of money into gaining the rights to cover the paralympic games which [at that time] were very much seen by the media [and thus the public] as a second-class event
Homework: Write up the task below [about 300 - 400 words]
How does the Channel 4 product use media forms to represent / brand the channel itself?
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