Class Notes.

Analogue and Digital

Digital media is used to access information, entertainment, marketing or social networks

Analogue- devices which record data linearly from one point to another. Analogue devices read the physical data off the media.

1. Digital- devices which perform all calculations using one or zeros. The method of computing is referred to as the 'Binary System' digitized information is recorded in binary code of combinations of the digits 0 and 1, also called bits, which represents words and images. Digital technology. 

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Wednesday 20th September 2017

To understand digital media sectors, products and platform 

Media Sectors-

• Gaming (Angry bird)
• Moving Image (Film/TV)
• Audio (Radio/Podcast)
• Websites (instagram)
• Publishing (Magazine/Books) 

Sectors - An area or portion of the media that is distinct from others. Theses are the industries that make the product. eg. Movie Image

Platforms- The digital way for media to be distributed and accessed. It can also include online content such as webpage and streaming e.g. DVD's

Products- The media that is created e.g. Movies

Devices- Are used to access digital media e.g. Mobile Phones 

Harry Potter E-Book- Publishing / Phone / app store 

Grand Theft Auto- Gaming / tv / game store

Game of Throne episodes- Moving images / tv/ game store  

Podcast- Audio / computer / iTunes 

Spotify- Audio / computer / iTunes 

Call of Duty- Gaming /tv / game store

Fast and The Furious Films- Moving Image / dvd player

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Thursday 21st September 2017

To understand synergy in media 

Digital media sectors do not exist independently. They over lap and are connected. This is referred to as synergy.

Why are there such high levels of overlap/synergy in the digital media industry?

 There is a high level of overlapping in media industry for adverting and getting you business known. for example a movie which is a moving image will need to use all the medias, they need audio so that you can hear the movie, they advertise on websites and publishing. This is so that anyone anywhere can know about the movie. after the movie is successful and popular they might make a game for their fans to play. 

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Wednesday 27th September 2017

To understand technological convergence 

Technological Convergence- Media technological convergence is the tendency that as technology change,different technological systems sometimes evolve towards preforming similar tasks.
For example; a mobile phone can now do more than just call and text, it has a number of functions reducing need for a bunch of devices.

Key Terms 

• immediacy 
• Access
• Convenience 
• Portability 
• Connectivity 
• Interactivity 
• Personalisation 

My phone is a device for accessing content from many media sectors, such as social media, camera and video recording, downloading music, playing games, access the internet and maps, use apple pay, release  printing and use WIFI. Some advantage of this convergence includes you being able to get instant access to the resources you need such as the internet. You are also able to get connect with people through many different ways e.g. whatsapp, snap chat other then just call and text. Some disadvantages of this convergence include people becoming more interactive with their phones instead of going out  getting active. They communicating with people also can become bad because they would rather talk over text then talk face to face. You become reliable of your phone because it is the only way you know for to access your everyday uses such as emails, alarms ect.

To understand the stages of production when creating a media product

the five stages of production 

• Pre-production - script planning 
• Production - actual film being made 
• Post- production - sound effects 
• Distribution - selling it e.g. netflixs 
• Exhibition -audience watching the film 

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Wednesday 4th October 2017

Regulatory Bodies

BBFC (British Board Of Film Control)

Two main roles to identify content and putting age raging on films 

PEGI (Pan European Game Information)

They asses the content of the game and put a age rating on it 

ASA (Advertising Standards Authority)

Responsible for regulating the advertising industry 

Makes sure no false advertising is taking place 

IPSO (Independent Press Standards Organisation)

Making sure the content is suitable for all 

Responsible for regulating the press 

Makes sure all content in the newspapers are suitable

OFCOM (Office Of Communication)

Oversees everybody

Handles complaints for viewers

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Thursday 5th October 2017

Media Consumption and Types of Audiences

Individual Consumption- When users engage with a digital media product on their own, for solo enjoyment (i.e. reader, gamer, consumer, DVD, viewer, social networking)
Group Consumption- When users engage with a digital media product with others, for collective enjoyment (i.e. social interaction, competition, belonging, sharing.)
Passive- We blindly accept what we are given/told etc.
Active- We have a choice. We choose to consume a media text to fulfil our own needs.

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 that they do not challenge or process the information. 

Uses and Gratification Model 
The uses and gratification theory states that we are active consumers of media and that there are four main reasons we choose to consume any given media product:

• Need of social interaction 
• Need for education/information 
• Need for identity 
• Need for entertainment

______________________________________________________Thursday 2nd November 2017

Audience Profile

An audience profile is one way 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 

Demographics: A particular sector of a population
Psychographics: labels given to a particular type of person, based on their habits

Camera Angles 

• mid shot 
• close up 
• birds eye view
• worms eye view 

• slanted angles 
• extreme close up 
• slanted/canted angle
• extreme close up 
• high angle 
• low angle 

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Wednesday 16th November 2017

Stylistic Code 

Stylistic codes creates meaning for the audience.

Denotations and Connections 

Denotations- what we actually see 

Connections- what you associate with this image 

Written Code

• slogans 
• typeface/font
• headline 
• captions
• style 
• choice of words
• emphasis of words

Mis-en scene- the use of costume, hair, make-up, props, setting and figure expression.

In media, everything is constructed for a reason. 

Every shot type, every fort choice, every colour has been chosen for a particular effect 

_____________________________________________________________________Thursday 23rd November 2017

To understand stylistic codes: Sound

Each thing that you hear has been carefully selected and chosen for a reason- to elict a certain response from the audience. 

Ambient Sound

The sound of everything going on around the person who is speaking

For 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 Sound

Sound that is dubbed onto any picture sequence 

Documentaries and advertisements often use a lot of voice over 

Sound Effects 

Usually added to a sound track at the dubbing stage.

sounds to match the actions of events on the screen 

sounds that a about a scene but do not match anything actually shown (for example the sound of birds singing might accompany a scene in the country side)

Music 

Music is final sound track to films/television shows in a post production 

Music often makes the audence feel certain emotions as they watch the action on screen.

Diegetic sound

Sounds whose is visible on the sound e.g. voices of characters. 

Non- diegetic sound

Sound whose source that is not visible on the screen, something  that only the audience can hear.

For example, a narrators commentary, sound effects and mood music
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Wednesday 29th November 2017

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 to set a mood or tone for a scene- or even a 'look' to a whole film.
High-Key Picture
Making the show look very bright overall with small areas of shadow.
Low-Key Picture
Makes the shot look dark overall with few areas of highlight.

Narrative
Narrative describes the plot or storyline of a film in a simply way.
most mainstream films follows avery straightforward structure (beginning, middle and End)
narrative structures
Linear- beginning, middle,end
Non-linear- flashbacks ect
Multi-strand- several narrative running at the same time
Open- cliff hanger, story does not resolve
Close- Story ends satisfactorily
Point of view- First person(through the eye of a character), Second person (Documentary), Third person (Outside then story- relating experience)

Tzvetan Todorvo devised a way of analysing narratives according to the way they move through different stages

Equilibrium- the setting is established and introduces (the scene before anything starts to happen)
Disruption- Oppositional characters appear and the story takes a particular direction
Recognition- the tension builds through out this section, which is often the longest.
Attempt to repair- the highest point of tension after there is a dynamic change.
Reinstatement of equilibrium- matters are sorted out, questions are answered. 

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Wednesday 6th December 2017 

Reception Theory

reception theory is the way in which the audience receives the codes/message by media. 

A text can be received in one of three ways;

• Dominate preferred Reading 
• Negotiated Reading 
• Oppositional Reading 

Dominant or preferred reading
This is when the text is read in the way the producer intended he text to be read.
Example; a handbag that looks appealing to a female reader encouraging her to go out and buy it.
Negotiated Reading 
This is a compromise between the dominant reading and the opposition reading of the text. The audience accepts the weirs 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 know they don't need it.
Oppositional reading
the audience rejects the producers preferred reading and creating 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 women and categorising then on their appearance.