January assessment: Learner response

January assessment: Learner response

1) Type up your feedback in full in a new blogpost called 'January assessment learner response' (you don't need to write the mark and grade if you don't want to)
2) Read the Mark scheme and Examiners' Report for the Sussex Safer Roads MEST1 exam.
3) Use the information you read in the mark scheme and Examiners' Report to re-write your weakest question into a superb, well-developed answer below your typed up feedback. 

WWW: You clearly know your media terminology and your theorists although sometimes you apply it without explaining how it exactly related to text. 

EBI: Don't deviate from question and start talking about irrelevant things that are not in the text. 

Redone question 3: Media Representations - How is family represented in the film?

In "Embrace Life" family is represented as dominant. This ideology is conveyed as there are numerous portrayals of a stereotypical family which are presented in this short film. One dominant representation of family is a heterosexual family with a child. This is shown in the film as there is a male, female and child. A development of this interpretation is that the male is normally the bred-winner and is most likely to be driving which is shown in this short film. Also, the female is conventionally at home and looking after the child and this could be shown as she is sitting on the sofa with her daughter and quite near to her which could symbolise that they are close and spend alot of time together. In addition to this, the family are in a domestic setting which is a dominant representation as this signifies that they live together and relates to the running of a home or to family relations. Family therefore is represented in this film with a normal societal view and portrays the idea that they have normal everyday lives. 

Also, the emotions of the family are content ,which again, is a dominant representation as families are normally portrayed as happy and close-knit. This is significant as they are looking at each other in a cheerful and loving way which signifies that that they are incorporated in each other's lives alot and have a happy relationship between them. From this, the nuclear family in this short film are representing a typical happy family and one that people may want to relate to as a means of themselves and their family. This relates to Gillian Dyer's "lines of appeal" of happy families as the audience may look at this advert and interpret that the family are stress-free and do not have problems. Other factors that show that the family are represented as happy could be the cleanliness of the home and the domestic setting of pictures on the shelf which could highlight that the family do alot together and are elated which is a dominant representation. 

Another dominant representation of family could be that they are middle - classed and caucasian. This is a stereotypical view as middle-classed people are normally associated with caucasians and this is portrayed in this short film. It is evident that the family are of that particular social class through the setting that they are in - a home. The home can be seen as decorated quite contemporary and modern and the overall space of the house is big which could resemble the financial situation of the family. Also, the clothing of the family can be seen as quite middle-classed as the male is wearing a shirt, the female is wearing a blouse and the child is wearing a dress and fairy wings and are quite well-kemp. This could differ from a family of a working class or upper class which would perhaps be dressed in a different way and therefore family is represented dominantly in this short film. This could be linked back to Levi - Strauss' theory on ideology and beliefs and values as there are representations of a nuclear family being caucasian and middle-classed which is widely accepted by society and have become a norm and value that is widely acknowledged by multiple different types of people. 

Introduction to Media: Media consumption audit

Introduction to Media: Media consumption audit

Newspapers

• Which daily newspapers (if any) do you read?

Daily Mail, The Sun

• What sections of newspapers do you turn to first, and why?

I read all of the sections as i like to gain knowledge on things that i didn't know before. 

• What sections do you never read, and why?

Sometimes sections on the Kardashians or some celebrities. These are irrelevant sometimes and have no purpose to me. 

• What kinds of stories do you usually read and why?

 I normally read things that have happened to people in real life and things that will probably benefit my life. 

• Do you, or someone else, buy the newspaper you read?

My grandmother buys The Sun.

• Do you look at the online versions of any newspapers? Which newspapers? Why do you visit their website and not others?

I look at all my newspapers online - The Sun, Daily Mail. I like the stories in these newspapers. 

Magazines

• What magazines (if any) do you buy regularly?  Why

I read cosmopolitan online as it has benefits in there that can help me with a few things.

• What sections of the magazines do you read and not read, and why?

I read all of the sections

Television

• Approximately how many hours a week do you spend watching television?

Around 42 hours a week

• What times of day do you usually watch television?

3 oclock, 5 oclock and 8 onwards

• What programmes do you like best and why?

My Wife And Kids, The real housewives, Tattoo fixers. I like these best only for entertainment reasons

• Do you watch alone or with others? If you watch with others, who decides what you will watch?

Sometimes i watch it alone but if i watch it with others my mum and nan decides. 

• Do you watch 'live' TV or on-demand/catch-up? Do you use any other devices to watch TV (such as laptop of tablet?)

I watch some episodes/ seasons on Catch-up on my laptop or phone. 

Radio

• Do you listen to the radio?

Yes

• If yes, what stations do you like best and why?

Westside Radio, I like this best because they play music that i like. 

• Approximately how many hours a week do you spend listening to the radio?

2 hours a week

• What times of the day do you usually listen to the radio?

No particular time

• Where do you listen to the radio?

In the Car

• What other activities (if any) do you do whilst listening to the radio?

Nothing 

Cinema

• What films have you seen in the cinema in the last month?

None. 

• What films have you seen in other places – for example, through rental, satellite film channels (free or otherwise) or through video-on-demand?

Almost Christmas and When The Bough Breaks

• Who else watched the films with you?

My family

• Who decided what films to watch?

My aunty and I 

• What devices do you typically use to watch films: TV, laptop, tablet, phone etc.

Television 

Online

• How often do you access the internet?

Very often

• Where do you access the internet?  At home, at college or school, or at work?

At home 

• What are the main sites that you access?

Google, Shopping sites - JD Sports, Bershka, Asos, New Look etc

• What are the main reasons for accessing these sites – for example, for information, to make purchases, communicate with friends or for entertainment?

I access the internet equal times when trying to find out information and for shopping. 

• What other activities (if any) do you do whilst accessing the internet?

Nothing

• What different devices do you use to access the internet? What is your primary device for accessing the internet?

My phone is the primary device for accessing the internet

• What social networks do you use regularly (e.g. Twitter, Instagram)? Why do you belong to these networks in particular?

Instagram, Whatsapp, Snapchat. I like how these networks function and being able to keep up with things like friends, families and celebrities. 

Reflection

• How can you develop the amount and variety of media you consume?

I can develop this by going on my phone less when i am bored and do a physical hobby that isn't to do with media. e.g write a song

• What will you change in your media consumption habits this year as a result of studying A Level Media?

My media consumption has become less as a result of studying A Level Media but I will go on there to read newspapers, do work and research etc... in order to help me with my work. 

• List three sources of media (websites/newspapers/apps/TV programmes etc.) that you will start to access this year that you haven't engaged with previously.

1. More Newspapers and magazines
2. Get more knowledgable apps
3. Watch more educational television programmes and listen to more radio stations for discussions.

Ideology: further reading and tasks

Ideology: further reading and tasks

MM52

Page 34: The World Of Mockingjay: Ideology, Dystopia And Propaganda
1) What view of capitalist ideology is presented in the Hunger Games films?
The capitalist ideology presented in the Hunger Games film is that people that have more authority vindicate the lives of those with less power. 

2) What do the Hunger Games films suggest about the power of the media to shape and influence ideological beliefs?

The hunger games had become a symbol for rebellion and now the people on Panem are fighting back. This therefore influenced ideological beliefs as this is repeatedly being shown and therefore it starts to become a concept that is accepted by consumers meaning that they start to develop the same beliefs causing them to fight back. 

Page 48: They Live - Understanding Ideology

1) What are the four accepted ideological beliefs in western societies highlighted by the article?

• People should put their families first.
• People should work hard for their money
• Women should behave in feminine ways, and look after their appearance.
• Unlike some other cultures or regimes, it is not forced upon us through violence or coercion by government or the military.

2) What does Gramsci's theory of hegemony suggest about power and ideology in society?


Gramsci’s Hegemony theory is the acceptance of being obedient, consuming, marrying and reproducing, and not questioning authority has become part of the natural order. This is evident that the illusion that the authority create is simply widely accepted by society. 


3) What does French theorist Louis Althusser suggest about ideology and consumerism?

His view was that ideology is the greatest material power and dominates our day to day lives through two key forms of control. The first one being Repressive State Control, through the major institutions of society – the Government, Army, Police, Courts, etc. who regulate social behaviour, and the second one being the ‘Ideological State Apparatuses’, such as the Church, the media, educational institutions, the family unit etc. who control and dominate implicitly through ‘common sense’ acceptance and social norms.

4) 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!

In my opinion, I think that this statement is true as people normally accept what is going on in the media as they may feel that as they have a higher authority, the things that they being said are true, although, this may not always be the case. Sometimes things in the media are true and as the media broadens our knowledge on these things we become wiser and more passionate about it. However, there are things and perspectives in the media of the economic elite that people just accept and they may not be necessarily find it true if they really consider it but as influence of the media is strong, they begin to believe and then their actions and thoughts are based of others' perspective.

Ideology and binary opposition

Ideology and binary opposition

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

The binary oppositions suggested from watching this clip that Britain are overpopulated and its opposition is it not being overpopulated. 
This discussion is presented as there is an argument between Britain being overpopulated and Britain not being populated. This is shown as simple as some people think that Britain is overpopulated whereas some people disagree with this statement. This has been easily reduced to binary opposites.

Other binary oppositions suggested are working class citizens opposed to middle/higher class citizens.This is statement has simply been refined down to this and therefore has been seen as something a part of everyday life. 

Another one is Immigrants portrayed negatively opposing to Immigrants viewed positively and also disabled people and people that aren't disables. These binary oppositions have just been accepted broadly by everyone. 


What ideologies are on display in this clip?

The ideologies displayed in this clip is Britain being overpopulated, Working class citizens and Immigrants having a negative impact. These ideologies are negatively portrayed in this clip meaning that people have just accepted this and not many end up going against these beliefs in order not to cause more disruption. 






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

The binary opposition that is seen in this clip are tax payers and non tax payers and people on benefits opposing to people that aren't. This was shown through the discussion in this clip from Holly and Phillip and the female guest as there are different points of views. However, this is simply seen as just two opposing groups of people in society. 

What ideologies are on display in your clip?

The ideologies that are displayed in the clip are non tax payers and people on benefits. There is a general negative view on these two groups of people and has been generalised and accepted by society as a whole making most of society have a negative attitude towards them.  

MIGRAIN: Representation

Representation

Find a YouTube clip from film or TV and complete the activity:

1) List the different people/groups represented in the trailer (men/women/Americans etc.)

2) For each group, decide whether the representation is a dominant or alternative portrayal.

3) What stereotypes can you identify in the trailer?

MEN 
The representation is a dominant portrayal of men. This is because violence, women and obsession is based around men. In addition to this, them being more powerful and dominating. 


WOMEN 
The representation is a dominant portrayal of women. This is them being weak and senseless.


AMERICANS 
The representation of Americans is an alternative portrayal. This is because Americans, although thought of as being a bit crazy, are normally thought of as caring, welcoming and passionate people however in this trailer there is an opposite representation.  


ADULTS
The representation of Adults is an alternative portrayal. Adults are normally associated as wholesome, trustworthy, sensible and reliable people however this advert does not portray that. 

CRIMINALS 
The representation of Criminals is a dominant representation. This is because they are seen as violent and devious and this trailer portrays that. 

POLICE OFFICERS/LAW 
The representation of Police officers is an alternative and dominant representation. This is alternative because police officers are normally seen as strong and able to handle convicts whereas in this trailer the criminal is able to kill the police officers and escape. However, this is also dominant because judges are seen as quite hardcore and punishing and the judge exposes the criminal and then orders him to be referred to prison. 

Stereotypes

The stereotype that I identify in this trailer is that all black people, especially men, are violent and normally posses a weapon. 

Write an in-depth analysis of the representation. 

Apply the representation theories we have learned (you must apply at least three of the theories) and write a minimum of 500 words.

There is a representation of men and women in this clip. This is mostly portrayed through the two main characters presented in this trailer and both are mostly dominant representation. The male protagonist in this trailer conveys a dominant representation of men through his actions as most some of the stereotypes that are based around men, being aggressive, in need of a female, powerful and obsessive, are presented in this trailer. This could relate back to Richard Dyer’s theory as men as a group are complex and there is a lot of versatility within their characteristics however a certain characteristic is taken and exaggerated. This theory is also applied to the concept of stereotyping and power as there are those with more power, for example the main man in the trailer and the judge, and then there is the less powerful like the police officer (it can be interpreted here that as he had a bit of weight that he could not defend himself) and also the women in this trailer especially the main woman as she tried to escape multiple times but the male protagonist always seemed to stop her in her tracks through his strength and domination. She is also a dominant representation of women as she conveys the stereotype of them being subdued and weak and therefore proves this right through her actions and emotions in the trailer. This also relates back to Richard Dyer’s theory. 

Also, there is a dominant representation of criminals as they are normally seen as dangerous, harmful, violent, devious and most of the time are seen as very manipulative and calculating. This is portrayed in the trailer as he is very violent and dangerous and demanding as shown when he kills the police officers and harms other people and also traps the female protagonist quite a lot of time. This can also refer back to Dyer’s theory. 

Another dominant representation that is shown in this film trailer is that (mostly) black men are aggressive. This can link to Medhurt’s theory as he suggests that stereotyping is shorthand for identification and is used to tell audience a lot in a short space of time however can carry value judgements and therefore can be negative on minority groups. This is shown in the trailer as black males are often seen as aggressive and as this idea has been portrayed quite a lot through their over representation in the media and is portrayed through films, including this one, people have started to believe it and therefore there is a negative stereotype attached to them leading to there being a bad representation of minority groups.  

There are also alternative representations in this film trailer as the Americans may often be seen as a bit crazy but are mostly seen as caring, welcoming and passionate people. The opposition is portrayed in this film trailer as a lot of threatening behaviour is shown and there is a sense of psychotic behaviour from the male protagonist. Even though sometimes true, this genuinely goes against the typical stereotypes for Americans making it alternative. 

In addition to this, adults also present an alternative portrayal as they are seen as wholesome, trustworthy, sensible and a reliable age group. This film trailer goes against that as the male protagonist is not trustworthy or wholesome and therefore presents unreliability of adults in the trailer. It is also arguable that the female protagonist also goes against the stereotype of adults as the male ends up holding her child and often a stereotype of an adult parent is that they are supposed to protect their children at all times and therefore she goes against this. 

Another alternative representation in this film trailer is the police officer. The representation of police officers is that they are strong, protectors and skilful. However, as the male protagonist gets away from the officers by shooting them, this shows weakness and shows that they were not thoughtful in terms of the actions that they should have considered regrading a criminal and therefore is an alternative representation of police officers.

These alternative representations could link to Levi’s theory which suggests that representation in the media are informed by ideology and are a set of believes and values of the text. This could be related to this film trailer as some of the producers interpretation on things could have been incorporated into the film as a way to create a dominant or preferred representation, one may be that men are violent and dominating.  

Audience Pleasures: The Battle of the Christmas Advert

Audience Pleasures: The Battle of the Christmas Advert

Watch the most popular 2016 offerings and then answer the questions below:

1) Which do you think is the most appealing and why? Try to use some of our audience theory in your answer.

In my opinion, the most appealing is the Marks And Spencers Advert. This is because what is portrayed is a nice story and also as this is using non-fictional characters - humans, the audience may be able to become more emotionally attached to the idea of giving on Christmas and will be able to connect more with the message portrayed. This may link back to Gillian Dyer's theory on lines of appeal. This is because the advert is a form of communication and makes people that celebrate Christmas or cherish the feeling of love to feel a part of the advert. The lines of appeal that this advert may convey are happy families, as no matter what it shows that the love that families have between each other will not die out and shows a connection between two relatives, and also childhood as this advert shows the innocence of a child and also portrays that nurturing instinct. From this, this effects the audience as it deals with their social needs and therefore will appeal to them and evoke them to perhaps buy a gift for their loved ones. 

2) Are there any audience pleasures that two or more of the adverts have in common? Choose two examples to illustrate your point. 

The audience pleasures of some of the adverts presents the idea of giving. For example, The Very advert is a lady giving gifts to everyone and receiving one back and also the Marks and Spencers advert is the young boy giving a gift back to his family members. 

Another audience pleasure that some of the adverts have in common is the idea of family. For example, the Sainbury's is the father being with his family on Christmas and also the Heathrow advert is the grandparents coming home for Christmas and being with the family and grandchildren. 


3) Choose a different advert and identify the target audience for the advert. Answer in terms of demography and psychography. What tells you this?
Advert: Aldi. 

The target audience for the advert looks like it is aimed towards children or young adolescents as an incentive to make them persuade their older parent or guardian to buy products because of the story portrayed. This advert is most likely aimed at middle-classed viewers as the food portrayed in the advert like mince pies, potatoes, chicken, champagne and the variety of foods presented may symbolise that quite alot of spending has to go into buying the Christmas dinner and etc... and therefore this may be aimed for middle class people. 
This advert also may be aimed at mainstreamers. This is because this advert portrays a sense of domestic, it is conventional and is quite family valued through the amount of food set out on the table representing that there will probably be more than one person on the table showing that there is a value for money family brands.  

4) Why do you think Christmas adverts, in particular, often use emotive language and narratives to appeal to a wide audience?
Christmas adverts in particular may often use emotive language and narratives to appeal to a wide audience as this is a tradition but only happens once a year so adverts will try to use this technique to urge more people to buy from their stores. Also, as they know that this is the time of year where family comes together and emotions are at its peek, they use this to manipulate and get people to get gifts and etc for Christmas for their family or associates. 

5) Choose an advert with a narrative and, just for fun, apply one of our narrative theories to it. Why does a narrative have a place in an advert? 
Advert: Sainburys. 

Engima codes:
As the audience we are aware that it is Christmas and it is quite hectic for the man in the advert as he is trying to accomplish everything before Christmas. 

Action codes: 
As the audience the events that are important in developing in the narrative is the ginger bread man that is shaped like the man in the advert as after this he makes clones of himself that make it easier for him to get on with everyday life without it being hectic. In addition to this, the snow flake that was on the train track and when it started snowing, that is when things were running smoothly for the man and he was able to spend more time with his family. It was also significant as this is what makes part of the Sainsbury's logo. 

Audience: Effects Theories

Audience: Effects Theories

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
2) What are the four categories for different effects theories?
3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
6) What does Gerbner's Cultivation theory suggest?

1) 1. Do you play violent video games and/or watch violent films? Are you violent in ‘real life’? 

I do not play violent video games often but do watch violent films. This has not led me to be violent. 

2. Do you ever see a product advertised on TV or on the internet and decide you want to buy it? 

Yes. 

3. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?

Yes. 

2) The four categories for different effects theories are:

• Direct Effect Theories 

• Diffusion Theories

• Indirect Effect Theories 

• The Pluralist Approach

3) The examples provided for the hypodermic needle theory where some texts havej been blamed for certain events is the movie Child’s Play where because of this there was a murder of a child names Jamie Bulger. Also,  Marilyn Manson which lead to a shooting at the Columbine High School. The film Natural Born Killers  lead to numerous murders committed by romantically linked couples. 

4) https://en.wikipedia.org/wiki/Columbine_High_School_massacre

The Columbine High School massacre was a school shooting that occurred on April 20, 1999, at Columbine High School in Columbine, an incorporated area of Jefferson County in the American state of Colorado. In addition to the shootings, the complex and highly planned attack involved a fire bomb to divert firefighters, propane tanks converted to bombs placed in the cafeteria, 99 explosive devices, and car bombs. The perpetrators, senior students Eric Harris and Dylan Klebold, murdered 12 students and one teacher. They injured 21 additional people, and three more were injured while attempting to escape the school. The pair subsequently committed suicide.

5) The reasons listed on the Columbine High School is: 

• The easy of access to firearms and the social acceptance of gun ownership.
• The alienation felt by teenagers who felt as though they did not fit in.
• The hopelessness caused by living in an area where unemployment was high and was economically disadvantaged.
• The general desensitisation caused by access to a range of violent images: film, TV, the news, the internet.

6) Gerbner's Cultivation theory suggests that the media impacts attitudes rather than behaviour. The media is considered part of our socialisation process, communicating ‘appropriate’ attitudes and the norms and values of the culture. His theory also suggests that while any one media text does not have too much effect, repeated exposure to certain ideas and values may make the audience less critical of the ideas presented as they appear ‘normal’. The key ideas here are that: 
• Through repetition attitudes, ideas and values may become normalised or naturalised; they are accepted rather than considered 
• Through repetition the audience may become desensitised towards negative and/or violent representations


7) How does this front page of the Daily Mail (Wednesday 16 November) link to Cultivation theory? 



This front page links to Cultivation theory as under 5s are "glued" to screens for 4 hours each day which suggests that this had become part of their socialisation process and in effect has probably changed their attitude towards certain things. This has now become their norms and values in their society. 

8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence? 
9) What criticisms of direct effect theories are suggested in the factsheet?
10) Why might the 1970s sitcom Love Thy Neighbour be considered so controversial today? What does this tell us about Reception theory and how audiences create meanings?
11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
12) Which audience theory do you think is most convincing? Why? It is important that you develop critical autonomy in judging the arguments for and against different theories and form your own opinion on these issues.

8) The factsheet suggests that action films and the values and ideologies that are reinforced with regards to violence is that violence for a good reason is acceptable whereas violence for a bad reason is not acceptable and should be punished. 

9) The criticism of direct effect theories suggested in the factsheet is that this theory assumes and makes simplified judgements about the audience. Meaning that it judges the audience as a whole instead of focusing on individuals and how media can effect different types of people and therefore is a generalisation. 

10) This sitcom may be considered controversial today as this may appear as racist and offensive and there have been changes in norms and values in society which means that the theory portrayed in this sitcom is not longer accepted. This tells us that the Reception theory is portrayed through this as the audience have created meanings from individual factors and one being race as this is viewed as racist. 

11) The examples provided for Hall's theory of preferred, negotiated and oppositional readings are that someone people who are familiar with violent behaviour may find that violent images evokes that side of them and someone who has a weakness for chocolate might be tempted to buy some after watching an advert. 

12) The audience theory that is most convincing in my opinion is the Cultivation Theory. This is because this offers a range of reasons for why society accept or not through the repeated exposure that they get to a certain media text. For example, when the Ebola crisis had arised, this was an issue that faced the world many years ago but there was not as much uproaral as a cause of the media for it. As a result of modern and ongoing exposure to the news that Ebola is facing people, this caused the audience to panic and caused this information to be extendibly scare everyone. Now that this issue is not in the media anymore people are less concerned about it. However, this theory may have a critic as it suggests that if something in the media is portrayed for a repeated number of times, this is what causes a reaction or acceptance by the audience. This may not always be true as sometimes news or matters in the media may have only appeared in there for the first time and has got an instant reaction from the audience. Also, audience may not always be desensitised to certain subjects when it is repeated in the media for example, issues that are arising with cancer or health issues. Alot of the time, audiences are not desensitised by this, they become more knowledgable and engage more with this.