Class notes

Topic 1: Analogue vs Digital

Nearly everyone uses digital media to access information, entertainment, marketing or social networks.

Analogue: (Linear) Devices which record data linearly from one point to another. Analogue devices read the media, such as tapes or records, by scanning the physical data off the media.

Digital: (Binary) Devices which perform all calculations using ones and zeros. This 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 enables immense amounts of information to be compressed on small storage devices that can be easily preserved and transported.

Digital:

Phone

TV

Computers

Laptops

Analogue:

Clock

Speakers

Topic 2: Sectors, Products, Platforms and Devices

5 Main media sectors:

Gaming 

Moving image (Film & Tv)

Websites

Publishing (Magazines & Books)

Audio ( Radio & Podcasts)

Products:  The media that is created, e.g. movies, TV shows, magazines, playstation games, newspaper

Platforms: A digital way for media to be distributed and accessed. Digital distribution includes TV broadcasts, pay-per-view, theatrical/cinema release, digital download, radio, broadcasts, dvds, cps.

Devices: are used to access digital media. these can include mobile phones, pcs, laptops, mp3 player or mp4 players, game consoles and handheld devices

Gaming = fifa,angry bird

moving image = power 

websites = ebay, amazon

publishing = dailymail, 

radio = capital fm

Topic 3 : Synergy and Technological Convergence

Synergy 

Often digital media sectors do not exist independently. They often overlap and are connected. this is referred to as synergy.

Technological convergence

Media technological convergence is the tendency that as technology changes, different technological systems sometimes evolve toward performing similar tasks.

For example: A mobile phone can now do more than just call and text, it has a number of other functions reducing the need for a bunch of devices such as you don't need to buy or use an alarm clock since you have it in your phone already.

Key terms:

• immediacy
• access
• convenience 
• portability
• connectivity 
• interactivity
• personalisation

Advantages and Disadvantages of having technical convergence on your phone

My phone is a device for accessing content from many media sectors. Some of the advantages are that you can communicate with people and access many things on your phones such as listen to music, watch a movie, play games etc since it has a lot of functions.

Topic 4 : Stylistic Codes (Connotations & Denotations)

Pink: 

• Romantic
• cute
• babies
• sweetness
• charming

All media texts have 2 layers of meaning

Denotation: what we actually see 

Connotation: what you associate with the image

Written codes:

(The study of written codes include)

• slogan
• typeface/font
• headlines
• captions
• style 
• choice of words
• emphasis of words

Key term:

Mise en scene: The use of costume, hair, make up, props, string and figure expressions. 

Mise en scene includes the following:

žUse of colour; do they use contrasting colours, black and white, filters, saturation,  shades, tones?

žUse of movement; does the camera pan, tilt, track, use slow motion, speed up, zoom in, zoom out?

žFraming and angles; long shot, close up, medium shot, etc.

žComposition or navigation; what is the layout, focus, do they use the rule of thirds, what fonts do they use and where?

žLighting; do they use under lighting, overhead lighting, high key, low key, shadows, etc.?

žEditing; do they change the rhythm, pace, continuity of the shots?

Sound; do they use natural sounds, jingles, voiceover, sound effects, etc.

Denotations: graveyard, old women, trees, empty 

Connotations: sad, lonely, dark, death

Stylistic Codes (Shots, Angles and Movement)

Camera Shots: 

Extreme Long shot (ELS) = Used in scene, setting, establishing shots. They normally show and exterior. They are meant to give a general impression rather than specific information.

Long shots = Long shot shows the image as approximately "Life" size (Corresponding to the real distance between the audience and the screen in cinema). It includes the full shot showing the entire human body with the head near the top of the frame and the feet near the bottom.

Medium or Mid shots = Shows a figure from the knees/waist up and is normally used for dialogue scenes, or to show some detail of action. The background detail is minimum.

Close up (CU) = Shows very little background, and concentrates more on either the face or a specific detail of mine en scene. The rest is just blur in the background. Close up shot magnifies the object and shows the importance of things, wether it's words or written on paper, or the expression on someones face.

Extreme Close Up (ECU) = An extreme version of the close up, generally magnifies beyond what the human eye would experience in reality. For example an extreme close up of a face would show only the mouth or eyes with no background detail. This is a very artificial shot, and can be used for dramatic effect.

Camera Angles:

• High angle (The camera is above the action, looking down on it)
• Birds eye view (The camera is directly above the action)
• Eye level (Low angle looking up, to show power or status)
• Low angle (The camera is below the action, looking up at it)
• Worms eye (The camera is directly below the action)
• Oblique/Canted angle

The way the camera moves in a shot is also important in analysing the meaning

Crane (Refers to a dolly shot taken in the air using a heavy piece of equipment that the camera is mounted to.

Handheld (Gives the shot a jerky effect that creates a sense of realism e.g. the blair which project, The bourne trilogy and clover field.)

Panning (A camera movement that goes from left to right)

Slow motion (Showing a movie image more slowly than it was filmed)

Speed (Suggest how fast or slow the movement is)

Tilting (A vertical camera movement that points up or down while the camera is stationery)

Tracking (When a camera is mounted on a cart which travels along tracks, creating a very smooth movement. it is also known as "Dolly Shot".

Zoom in/Zoom out (A change in the camera lens focal length will give the illusion that the camera is moving closer or further away from the subject).

Part 2: (Sound)

In the same way that the camera angles and audience positioning are used for a particular    effect, so too is sound

Stylistic codes = In media text sound is just as important as any other element

Ambient sound

The sounds 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 sequences
Documentaries  and advertisement often use a lot of voice-over

Sound effects

Usually added to the soundtrack at the dubbing stage. Sound effects can be sub-divided into two types:

• Sounds to match actions of events on the screen (for example a door slamming, or glass breaking)
• Sounds that are about a scene but do not match anything actually shown (for example the sound of birds singing might accompany a scene in the countryside)

Music
Music is the final sound added to film/television shows in post-production.
Music is used to make the audience feel certain emotions as they watch the action on screen.
In high-budget film or television productions, specially composed music will be commissioned for the soundtrack.

Diegetic sound

Sound whose source is visible on the screen or whose source is implied to be present by the action of the film:  

1. voices of characters 
2. sounds made by objects in the story
3. music represented as coming from instruments in the story space ( = source music)

Non diegetic sound

Sound whose source is neither visible on the screen nor has been implied to be present in the action:  

narrator's commentary

sound effects which is added for the dramatic effect

mood music

Non-diegetic sound is represented as coming from the a source outside story space.

stylistic codes and lighting

In the same way that camera angles, audience positioning and sound/music are used for a particular effect, so too is lighting

MISE - EN - SCENE

• Remember that in media texts, lighting is just as important as any other element.
• Everything that you see has been carefully selected and chosen for a reason – to elict a certain response from the audience.

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.

• Often used in romantic comedies and soap operas.

EXPRESSIVE LIGHTING

• When the director uses light to set a mood or tone for a scene – or even a ‘look’ to a whole film. 
• Films like Sin City and The Dark Knight have expressive lighting designs.

HIGH-KEY PICTURE

• Makes the shot look very bright overal with small areas of shadow.
• A bright, sunlit outdoor scene  is high key.

LOW-KEY PICTURE

• Makes the shot look dark overall with few areas of highlight.
• There may be one section of the shot which is brightly lit while the rest is in deep shadow.
• Night shots or interiors are often low-key.

Mock exam 1

What is cross- media synergy?
Two or more sectors that overlap to create the product.

Two example of digital media products for the game sectors
GTA, Call of duty

Name 5 digital media platforms (one for each sector)

1. Cinema
2. Youtube
3. Netflix
4. App stores
5. Playstation store

Which one is odd one out and why

Radio broadcast - Because radio broadcast is a platform and the rest are product

Topic 5: Narrative

Narrative is a plot or a story line of a film

Structure

• Linear – Beginning – middle – end
• Non-Linear – Flashbacks etc
• Multi-Strand – Several narratives running at the same time
• Open  - Cliff hanger, story does not resolve
• Closed – story ends satisfactorily
• Point of View – first person (through the eyes of a character), second person (documentary), third person (outside the story – relating experiences

Equilibrium

The setting is established, key characters are introduced and the storyline is set up

Disruption 

Oppositional characters appear and the story takes a particular direction

Recognition 

lives of characters and events are interwoven. tension builds throughout this section, which is often the longest

Attempt to repair

The highest point of tension after which there is a dynamic change.

Reinstatement of equilibrium 

matters are sorted out, problems are solved and questions are answered

Topic 6: Media processes 

This is how it works:

1. Someone has an idea
2. The idea must be developed
3. Research must be conducted
4. The idea is pitched
5. The idea must be thoroughly planned before production
6. The product is created
7. The product is sold
8. The product is consumed by the audience

These steps are put into 5 categories called the STAGES OF PRODUCTION:

-PRE-PRODUCTION

-PRODUCTION

-POST-PRODUCTION

-DISTRIBUTION

-EXHIBITION 

šSomeone has an idea.PRE-PRODUCTION

šThe idea must be developed.PRE-PRODUCTION

šResearchmust be conducted. PRE-PRODUCTION

šThe idea is pitched. PRE-PRODUCTION

šThe idea must be thoroughly plannedbefore production. PRE-PRODUCTION

šThe product is created. PRODUCTION

šThe product is sold. DISTRIBUTION

šThe product is consumed by the audience. EXHIBITION

Stages of Development: Film

• šSomeone has an idea for a film.
• šThe idea must be developed.
• šResearchmust be conducted into other films of that genre, into the needs of the target audience, etc.
• šThe idea is pitched to a producer or film company.
• šThe idea must be thoroughly plannedbefore production. This includes creating a script, a storyboard, getting actors, directors on board, etc. 
• šThe product is created. This includes filming and editing of the raw footage. 
• šThe product is sold; it will appear in cinema.

Topic 7: Media Representations

Th    The way in which people, places or events are represented to audiences.

Designed to  be believable, however if you look closely they are often stereotypical.

There are common stereotypes of men and women in the media. These include:

™The joker

The “jock” or sporty guy

™The strong silent type

™The big shot

The action hero

™The buffoon   

Women:                                                                                                             

™Sex objects

™Weak – dependent on men

™Easily frightened

™Emotional

Hysterical

Less intelligent 

Children

Victims

Little devils

Child prodigy

Accessories

Cute

Teens: Adolescents are also represented as members of prototypical groups — jocks, nerds, druggie, brains, underdogs, athletes, etc. ™They are often shown as disrespectful, moody and selfish.

Elderly people: The elderly are often represented in equally limited ways. Under-represented in the mediaThere also tends to be a gender bias; only 19% of women were over age 40

 Representation of race in the media can consist of the same sort of rigid 
stereotypes that constitute gender portrayal. ™However, stereotyping of race is 
seen as more harmful than stereotyping of gender, as media representation may 
constitute the only experience of contact with a particular ethnic group that an 
audience (particularly an audience of children) may have. Racial stereotypes are 
often based on social myth, perpetuated down the ages.  

Topic 8: Media consumption and types of audience  

Key terms: 

—Individual consumption:

When users engage with a digital media product on their own, for solo     enjoyment (i.e. reader, gamer, consumer, web surfer, listener, DVD, viewer, social networking, etc.) 

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.

Passive viewing = When an audience/viewer/consumer does not interact physic ally with the product or its content, does not generate content or influence the product.

Active viewing = When an audience/viewer/consumer physically interacts with the product, to become part of the production. The audience has an element of control over how they interact with the product. 

Target audience = a specific group of people within the target market at which a product or the marketing message of a product is aimed at.

Primary audience = The main target audience of a product. 

Secondary audience = Any consumers that are outside the primary target audience 

Topic 11: Audience research and Audience profiting  

 Target audience - who the producers aim the product towards (e.g age, gender, socio economic background)

Primary audience - target audience 

secondary audience - people outside the target range who still watch/ consume the product 

primary research - first hand research, data that you collect yourself like surveys, interview, focus group, questionnaire, 

secondary research - second hand research, research that has already been conducted. (i.e internet search, books, videos, journals etc.)

Audience statistics - box office figures, circulation rates, website hits etc.

Quantitative data - data collected (numbers, percentages)

Qualitative data - measuring responses in terms of thoughts, opinion 

Audience profile -  A profile of the target audience using demographics

1) age range 
2) gender
3) ethnicity
4) socio economic background

Practice 8 mark question

how has the producer used stylistic codes to create meaning for the audience in the advert below

         The producer used stylistic codes by using denotations and connotations for example the denotations of this image would be cloud, plain, writing, sky where as the connotations of this image would be thinking outside the box or dreaming big as the clouds represents freedom. The producer kept the layout and design as simple the background is very elementary which shows the text comes out more and makes the audience view the text first rather than the background. The text is black and bold and very eye catching. The producer also used Mise-en-scene in a extremely good way as it's a very bright lighting which shows the construction of the image. The bright light and when the picture was taken which was daytime also creates a really great effect as it shows the audience the brighter side of the present or future and not the darkness. The camera shot used in this image links with the text and goes with it very well as the producer used mid and close up shot of the clouds to show the audience not to dream but actually do some work which is the main point of the image. The use of colours represent who it's mainly aimed at and the target audience for this would be teenagers. So overall the producer used the stylistic codes in a very good way as it shows and tells the audience to stop thinking and to actually do something with it and the whole idea of camera shot, lighting, text etc. goes really well with the image as it makes everything bolder. 

         

  

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