Audience Theory

How can you link this news article to the hypodermic needle theory? 

The article describes how playing video games increases aggressive behaviour, in further detail it indicates how to media are successful in influencing their audience through products (such as video games). The article states how "previous studies have revealed a single violent gaming session can increase short-term aggression", this is evidence that video games can prompt users to become more aggressive and short-tempered. 

Find another online article/academic study that challenges the belief that violent video games are harmful. Provide the link and summarise its key points.
What's your view on this debate?

Video Games

This article suggest that playing strategic video games may improve "learning, health and social skills," as well as strengthen a range of cognitive abilities including problem solving, reasoning, memory and perception, It also states that violent video games enhance a player's capacity to think about objects in three dimensions. 

In my opinion, the media over exaggerate how video games can be dangerous. Video games are created for fun and adventure. Although in some cases video games can lead to very dangerous and harmful situations, majority of the population play video games and not everyone experiences these dangerous situations. It could be argued that the people who experience these situations are usually depressed. 

How can you link this feature to the two-step flow model?

Jamal Edwards is the owner of SBTV, a broadcasting company that makes videos - typically music videos featuring rap and pop music stars - and puts them up on YouTube. He has over a million hits and this makes him appear as an 'opinion leader' - who influences the youth of today as they can relate to him and his content he promotes. 

Identify FIVE other YouTubers who are influencing audiences. 

1. Kingsley
2. Zoella
3. Fleur DeForce
4. Jenna Marbles
5. Janoskians

Post up links to their content and explain how they mediate information/content for their audiences.

• Zoella -Zoella YouTube

Zoella is a popular vlogger who is well-known for posting tutorials on hair, skincare and make-up. This influences the younger teens, such as teenage girls who are interested in fashion and beauty. She has been widely recognised and have over a million hits, automatically this prompts girls to check out her posts. 

• Fleur De Force - Fleur DeForce YouTube

Fleur is also a fashion and beauty vlogger. Fleur is sophisticated in her tutorials and also influences the younger generation.

• Jenna Marbles and Kingsley - Jenna YouTube Kingsley YouTube

Both Jenna and Kingsley are vloggers who are more comedic and focus on trending topics. They are both bubbly and voice their opinion on famous trending topics. They both engage with the youth and could ultimately influence the youth to follow their passion (e.g. vlogging)

Uses and Gratifications Theory (Blumler & Katz)

Researchers Blumler and Katz created an audience theory in 1974 by stating that media audiences are active and make conscious choices about the way they consume media. They suggested there are four main uses or gratifications (pleasures) that audiences get from the media.

• Diversion: escape from everyday problems and routine - entertainment (e.g. X Factor, I'm A Celebrity)

X Factor is a show purely based on entertainment, this engages with the audience as it is an escapism for some people as the show is very amusing.

• Personal Relationships: using the media for emotional and other interaction (e.g. developing affection for characters in TV)

Keeping Up With The Kardashians is a reality TV show and influences the younger generation to become inspired by the Kardashian family and may aspire the young generation to want to be like the Kardashians - e.g. through modelling and attending high-profile events

• Personal Identity: finding ourselves reflected in texts or learning behaviour and values from the media. Reality TV or documentary (Educating Yorkshire) are good examples.

The Apprentice is a good show as it relates to some people who ultimately have an interest in business. This show attracts ad niche audience and could help people to realise whether or not they have a deep interest in business.

• Surveillance: Information useful for living (e.g. Weather, traffic news, holiday bargains etc.)

The Daily Mail is a popular tabloid newspaper which is up-to-date with the latest news around the world and in showbiz, sports and science. 

Film Language Test - Learner Response

Feedback -

WWW - Some impressive, detailed answers with good reference to the clip. Plenty of media language; some theory.
EBI - Editing is the major weakness, more theory required.

Learner Response - 

Slow paced editing has been used throughout the clip to build up tension effectively. When Keaton approaches his killer his eyeline match in particular raises tension - this is because  the killer is kept a mystery at first and the audience are denied any access to finding out the identity of the killer. Also, slow motion is used when a cigarette is thrown onto the petrol, followed by a final shot of flames shooting into the sky. This increases the emotional impact and the atmosphere is more dramatic. The atmosphere interlinks with the music well to create a sensation of gripping action. Transitions have been used at the end of the final shot - a dissolve has been used to link the opening scene to a press conference. The purpose of the dissolve is to show how time has passed. An enigma code has been used here at the end of the clip (in reference to Barthes theory) to make the audience question and wonder what the resolution will be at the press conference and whether Keaton's killer ever gets caught. 

Preliminary Exercise

Psychographics Presentation - Resigned

Psychographics

Psychographics

Resigned
This group are known to be rigid, strict and oriented to the past. Brand choice stresses safety and the economy. 

Example couple - 

Frank and Anna - their aim is basic: it's to survive
Where they work/study: Frank – didn’t study at university, retired caretaker. Anna – did a history degree at the University of Oxford and is now a retired teacher.

What do they do in their spare time? Frank is always at the local pub having a catch-up with all of his other retired friends. Anna – babysits her grandchildren from time to time, other than that she spends most of her time at Church.

Media Consumption -

•Print: Both Anna and Frank read ‘The Guardian’ newspaper. They don’t use tablets because technology is too complex to them both to interpret.

•Broadcast: Both Anna and Frank like watching programmes such as ‘Bargain Hunt’, ‘Antiques Roadshow’ and ‘Coronation Street’.

They watch these programmes through Freeview, Sky doesn't appeal to them as they are traditional.
•E-Media: They are old-fashioned and use newspapers as a source to keep up-to-date with news. 

Preliminary task- Shot List

Shot List - 

1. Long shot of Harmony walking up the school stairs
2. Close-up of shoes to emphasise how Harmony is in a rush
3. Over-the-shoulder shot of Harmony opening the door
4. Medium close-up of Harmony opening the door from the front angle
5. Long shot of Jasmine sitting down at a table waiting for Harmony
6. Over-the-shoulder shot of Jasmine showing Harmony sitting down in the camera frame at the same time
7. Medium close-up of Jasmine as she asks Harmony "Have you done the job?"
8. Medium shot of Harmony replying "I'm on it boss.."

Preliminary task- Script

Cast:
Jasmine
Harmony

Setting:
Class room
School stairs
School corridor

Harmony walks up the stairs shoe sound in the background.

Harmony at the class room door. The sound of the classroom door clicking open. Jasmine sitting inside the classroom waiting for Harmony to come inside the classroom.

A short slience as the characters look at each other.


Jasmine : "Have you done the job?" She says in a harsh tone.

Harmony: "I'm on it boss.." keeping eye contact with jasmine sounding determined yet                             dangerous.

Preliminary Exercise - Storyboard

Psychographics

Young and Rubicam test results