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MEDIA A1
Constructed media
• Media are not windows on reality or mirrors of society. They are carefully constructed products. From newspapers to nature shows, media producers actively select and construct particular images of the world.
• A media literate person is aware that many decisions go into every media product, and that even the most realistic images represent someone's interpretation of reality.
• Moreover a truly media literate person can produce media as well, thereby offering their own construction of reality.
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When we say that all media messages are constructed, we mean that all media messages have been assembled by someone. That “someone” could be a single person, or it could be a large organisation. The messages and values embedded in this particular piece of media are those of the people who created it.
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In photographs, the photographer's own vision of what she wants to show within the frame demonstrates her own values and beliefs. A newspaper writer’s articles may be based on his own beliefs, or based on the beliefs and ideologies of his publishers, or perhaps even the beliefs of the companies who advertise in that particular newspaper.
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All media products are constructed
•They are made by a producer
•They have a specific intention to create a certain meaning
•The Producer aims for the audience to interpret and accept the meaning unquestioningly
•Producers use different elements /conventions of media language to construct meanings.
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•Interpreting the images and text are key elements for analysing the meaning of media
•Producers such as the Sun, Mail, Guardian, Telegraph and Mirror are designed to target an audience such as Left wing and Right wing readers. Political Bias is something you need to check when analysing newspapers.
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•Since all media messages are constructed using the creator’s own ideologies and values, media messages from different creators will have different ideas embedded in them. The ideas embedded in each piece of media come from the creators’ own experiences, and since everyone’s experiences are different, we can expect that each media message should be different as well.
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•The reason this is important is because not all media messages will have messages you agree with, since your experiences and ideologies will be different from those of the message’s creators. While you may experience a certain media message in one way, there are others who will most certainly experience it in a completely different way. For example, while you may find a particular media message amusing, there may be others who find it offensive.
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•The media message's construction isn't only based on the creator’s own ideas and ideologies, but also on a pre-defined set of rules for that particular type of media.
– A photographer uses camera angles, lighting, and lens length to get his/her ideas across
– radio producers use voices, sound effects, and music to get their ideas across. Each type of media must adhere to its own set of rules in order to construct the intended message.
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Halls Theory of encoding and decoding
https://www.slideshare.net/alexeglen/stuart-halls-reception-theory
The theory states that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. The text is then decoded by the audience.
Different spectators will decode the text in different ways, not always in the way the producer intended. A text can be received in one of three ways;
Dominant or Preferred Reading
–This is when the text is read in the way the producer intended the text to be read.
–The audience agree with the messages and ideology that the producer has placed behind the text.
Negotiated Reading
–This is a compromise between the dominant reading and the oppositional reading of the text.
–The audience accepts the views of the producer but also has their own input and understanding of the text.
Oppositional Reading
–The audience rejects the producers preferred reading and creates their own reading of the text, usually this is the opposite of what the producer intended.
– The reader rejects the meaning completely as they do not agree with the message that is being presented to the audience.
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Paul Gilroy post colonialism theory
For Gilroy culture has been deployed too often in an attempt to explain difference and division rather than unity or commonality. Gilroy believes that colonial discourses continue inform contemporary attitudes to race and ethnicity in the post colonial era. Civilisation-ism constructs racial hierarchies and sets up binary oppositions based on notions of otherness.
An example is the British empire, in 1913 the British empire held way over 412 million people,23% of the worlds population. Britain post-imperial postcolonial melancholia demonstrates its failure to let go of a long gone imperial past reproduces in the present imperial impulse. A target of impulse may be an immigrant.
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In Gilroys theory he believes that media products display ethnic minorities show colonised communities as dehumanised, as products or 'others'. Charity adverts usually represent British or European as successful and better of then the poorer countries like Africa where the people need our help, under Gilroy's theory this is an affect of colonialism.
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Potential names
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college magazine
Potential names
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The Insider
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The telescope
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Aspire
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Choice
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College Life
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Student life
Chosen name: Student Life
Font & Text
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Comic
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Impact
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News and on-line media, theory, industry and context
Over the past 20 years, since the introduction of web2.0 in 2004 the print industry has undergone significant changes in production, distribution and circulation.
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•To remain relevant for audiences and tackling falling sales of print copies, newspapers have expanded their copies online. This has a number of advantages online for owners:
•Production via websites reduces environmental costs of producing with paper and ink.
•Distribution via the internet reduces the cost of physical distribution and enables news outlets to reach a global audience.
•Circulation via websites and mobile devices allows audiences to access news and advertising online through apps and social media.
This increases circulation numbers for the news outlet
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advertising costs go up
Allows audiences to share and interact with the news
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people can share stories they are interested in
Enables owners to monitor which stories are most popular
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keep people interested
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While there are some economic benefits of digital technology for news owners, the proliferation of technology has led to a reduction in printed newspaper sales.
•Guardian has lost 200,000 print readers in ten years
•Independent is now only available online
•Some established newspapers are looking to sell their titles e.g. the Express and Star (owned by Richard Desmond was sold to Reach plc. After the circulation dropped in 2017 – 2018 by 50% & also the Telegraph owned by the Barclay Brothers).
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Readership
Readership refers to the number of readers a publication has. It is far more indicative of the reach of a publication than circulation as newspapers often have more than one reader per copy sold.
Here you will find a comprehensive set of charts presenting the readership for the entire UK; including a daily, weekly and monthly breakdown, as well as demographic splits.
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Figures based on survey data for the year of 2018 combined with website readership data for November 2018 provided by Comscore give an insight to news outlets readership.The quarterly release provides an estimate of each news brand's monthly readership reach in print and across various digital devices in the UK.
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Free title Metro is estimated to be the most-read print newspaper in the UK with a monthly reach of 9.5m people.
The Pamco figures suggest that The Guardian/Observer and Guardian.com are winning the readership race at the “quality” end of the newspaper market with 25.2m readers a month.
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The survey suggests that three years after the closure of The Independent’s print edition, the brand is still a force to be reckoned with – reaching 22m people a month, just fractionally behind the Telegraph on 22.7m.
No related posts.
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Pamco stands for Publishers’ Audience Measurement Company and is a body created and run by news publishers and the advertising industry. Pamco said that News brands’ digital readership is up 12 per cent year-on-year.
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Pamco said the figures show that 25m people are reading a news brand every day and 44.5m people a week.
They said this compares to Facebook and Google’s total UK weekly reach of 38m and 38.5m respectively.
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Political bias is a notion that can be considered in relation to ownership and regulations of the press. it can be seen also in the influence of political thinking and political outcomes and therefore affect democracy.
Cultivation theory suggests that exposure to the media, over time, subtly "cultivates" viewers' perceptions of reality. Gerbner and Gross assert: "Television is a medium of the socialisation of most people into standardised roles and behaviours, its function is in a word, acculturation."
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In the UK newspaper titles are thought of in terms of left and right wing. This has become a way of describing the political ideologies of the newspaper and how they shape and tell their stories. The more right wing a paper is the more conservative and traditional its views and political agenda will be.
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Over 60% of newspapers in circulation in the UK are right wing and broadley support and reflect the values of the conservative party because they are owned by wealthy, white, male media barons/proprietors who control global media outlets.
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Guardian
Katherine Viner (editor)
Scott Trust (owner)
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Georgie Grieg (editor)
Jonathan Harmsworth
(owner)
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Telegraph
Chris Evans (editor)
Barclay Brothers (owner)
News and On line Media - economic factors such as funding for news
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British newspapers must attract audiences to make money and survive.
2015 UK newspaper industry contributed £5.3 Billion Gross value added and supports £87,500 jobs.
Print Newspaper production is financed through print sales and advertising revenue.
Circulation sales
•14.3 million people read a newspaper every day.
•81% of newspaper revenue comes from circulation sales.
•The cost of a Daily Newspaper ranges from 3 p to £2.70 with the Daily Mail retailing at xx p and Guardian xx per day
Advertising
•Advertisers pay for space in the paper
•Advertising in national newspapers is expensive, depending on the paper’s circulation figures and audience (A, B, C1, , D, E)
•The cost of a full page colour advert in the Daily Mail is £30,000
•Newspapers now make money from adverts in off line (print) and online (digital) editions
•Readers of print newspapers are more likely to read an advert than online readers.
ALTERNATIVE METHODS OF FUNDING PRINT NEWS INCLUDE:
Subscriptions and donations
•Online subscription fees known as paywalls, which pay for online services and also fund print papers
•Reader donations and memberships
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Right Wing newspaper
The Daily Mail
They were founded in 1896 as a newspaper for busy working people and today “delivers brilliant content 24 hours a day, 7 days a week.
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Ownership
Daily Mail general Trust is a British media company
•The Daily Mail
•The Mail on Sunday
•Metro
•MailOnline
•Metro.c.uk
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•Ownership - Lord Rothermere (elite) current owner is Jonathan Harmsworth – He is the majority shareholder and Chairman
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Political bias
•Historically the Dailey Mail is sympathetic to the right wing
•Harold Harmsworth in the interwar years supported right wing movements including – Oswald Mosely’s black shirts.
•1980’s Dailey Mail supported Margaret Thatcher’s conservative party.
•Paul Dacre editor supported Brexit.
•2018 onwards – editor Geordie Gregg
•The Daily Mail has a hugely significant amount of political power and reach.
•74% of its readers voted conservative in the 2017 General election.
•The newspapers reach – means that it can influence the decisions of a large percentage of the British public
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Regulations
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I feel that the news should be regulated as the News Industry has too much political power and influence over the British public, which has reduced freedom of speech, compromises democracy and is not in the public interest. If the news is not regulated that gives permission to the papers to say whatever views they want: even ones that can be considered a hate crime.
Regulation of the UK News industry focuses on:
•News content and information printed by the Press
•Ownership and competition laws
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The British Press is self regulated. This means that an independent organization made up by editors regulates itself to assure adherence to an accepted code of conduct in the production of news content.
•Editors are punished if they breach regulations (fines or public apology)
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In 2011 following the Leveson enquiry (which found the Press to have too close a relationship with politicians/government) The Leveson report recommended that future Press regulation should
•Continue to be self regulated outside of government
•Create a new press standards body, created by the industry with a new rigorous code of conduct.
•To back up regulation with legislation to ensure the press remains independent and effective
•To provide the public with confidence that their complains will be dealt with effectively
•To protect the press with government interference.
The Independent Press Standards Organisation (IPSO) is the independent regulator for the newspaper and magazine industry in the UK. They deal with complaints from members of the public and conducts its own investigations into the editorial content of newspapers and magazines, and the conduct of journalists. They:
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make sure that member newspapers and magazines follow the Editors' Code.
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investigate complaints about printed and online material that may breach the Editors’ Code.
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can make newspapers and magazines publish corrections or adjudications if they breach the Editors’ Code (including on their front page).
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monitor press standards and require member newspapers and magazines to submit an annual statement about how they follow the Editors’ Code and handle any complaints. can investigate serious standards failings and can fine publishers up to £1 million in cases where they are particularly serious and systemic.
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operate a 24-hour anti-harassment advice line.
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provide advice for editors and journalists.
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provide training and guidance for journalists so they can uphold the highest possible standards.
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provide a Whistleblowing Hotline for journalists who feel they are being pressured to act in a way that is not in line with the Editors' Code.
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work with charities, NGOs and other organisations to support and improve press standards
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Editors' Code
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The Editors’ Code of Practice sets out the rules that newspapers and magazines regulated by IPSO have agreed to follow.
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The Code is written and administered by the Editors’ Code Committee and enforced by IPSO.
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The latest version of the Editors’ Code of Practice came into effect on 1 July 2019.
The Code
The Code – including this preamble and the public interest exceptions below – sets the framework for the highest professional standards that members of the press subscribing to the Independent Press Standards Organisation have undertaken to maintain. It is the cornerstone of the system of voluntary self-regulation to which they have made a binding contractual commitment. It balances both the rights of the individual and the public's right to know.
To achieve that balance, it is essential that an agreed Code be honoured not only to the letter, but in the full spirit. It should be interpreted neither so narrowly as to compromise its commitment to respect the rights of the individual, nor so broadly that it infringes the fundamental right to freedom of expression – such as to inform, to be partisan, to challenge, shock, be satirical and to entertain – or prevents publication in the public interest.
It is the responsibility of editors and publishers to apply the Code to editorial material in both printed and online versions of their publications. They should take care to ensure it is observed rigorously by all editorial staff and external contributors, including non-journalists.
Editors must maintain in-house procedures to resolve complaints swiftly and, where required to do so, co- operate with IPSO. A publication subject to an adverse adjudication must publish it in full and with due prominence, as required by IPSO.
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1. Accuracy
i) The Press must take care not to publish inaccurate, misleading or distorted information or images, including headlines not supported by the text.
ii) A significant inaccuracy, misleading statement or distortion must be corrected, promptly and with due prominence, and — where appropriate — an apology published. In cases involving IPSO, due prominence should be as required by the regulator.
iii) A fair opportunity to reply to significant inaccuracies should be given, when reasonably called for.
iv) The Press, while free to editorialise and campaign, must distinguish clearly between comment, conjecture and fact.
v) A publication must report fairly and accurately the outcome of an action for defamation to which it has been a party, unless an agreed settlement states otherwise, or an agreed statement is published.
2. *Privacy
i) Everyone is entitled to respect for his or her private and family life, home, health and correspondence, including digital communications.
ii) Editors will be expected to justify intrusions into any individual's private life without consent. In considering an individual's reasonable expectation of privacy, account will be taken of the complainant's own public disclosures of information and the extent to which the material complained about is already in the public domain or will become so.
iii) It is unacceptable to photograph individuals, without their consent, in public or private places where there is a reasonable expectation of privacy.
3. *Harassment
i) Journalists must not engage in intimidation, harassment or persistent pursuit.
ii) They must not persist in questioning, telephoning, pursuing or photographing individuals once asked to desist; nor remain on property when asked to leave and must not follow them. If requested, they must identify themselves and whom they represent.
iii) Editors must ensure these principles are observed by those working for them and take care not to use non-compliant material from other sources.
4. Intrusion into grief or shock
In cases involving personal grief or shock, enquiries and approaches must be made with sympathy and discretion and publication handled sensitively. These provisions should not restrict the right to report legal proceedings.
5. *Reporting Suicide
When reporting suicide, to prevent simulative acts care should be taken to avoid excessive detail of the method used, while taking into account the media's right to report legal proceedings.
6. *Children
i) All pupils should be free to complete their time at school without unnecessary intrusion.
ii) They must not be approached or photographed at school without permission of the school authorities.
iii) Children under 16 must not be interviewed or photographed on issues involving their own or another child’s welfare unless a custodial parent or similarly responsible adult consents.
iv) Children under 16 must not be paid for material involving their welfare, nor parents or guardians for material about their children or wards, unless it is clearly in the child's interest.
v) Editors must not use the fame, notoriety or position of a parent or guardian as sole justification for publishing details of a child's private life.
7. *Children in sex cases
The press must not, even if legally free to do so, identify children under 16 who are victims or witnesses in cases involving sex offences.
In any press report of a case involving a sexual offence against a child -
i) The child must not be identified.
ii) The adult may be identified.
iii) The word "incest" must not be used where a child victim might be identified.
iv) Care must be taken that nothing in the report implies the relationship between the accused and the child.
8. *Hospitals
i) Journalists must identify themselves and obtain permission from a responsible executive before entering non-public areas of hospitals or similar institutions to pursue enquiries.
ii) The restrictions on intruding into privacy are particularly relevant to enquiries about individuals in hospitals or similar institutions.
9. *Reporting of Crime
i) Relatives or friends of persons convicted or accused of crime should not generally be identified without their consent, unless they are genuinely relevant to the story.
ii) Particular regard should be paid to the potentially vulnerable position of children under the age of 18 who witness, or are victims of, crime. This should not restrict the right to report legal proceedings.
iii) Editors should generally avoid naming children under the age of 18 after arrest for a criminal offence but before they appear in a youth court unless they can show that the individual’s name is already in the public domain, or that the individual (or, if they are under 16, a custodial parent or similarly responsible adult) has given their consent. This does not restrict the right to name juveniles who appear in a crown court, or whose anonymity is lifted.
10. *Clandestine devices and subterfuge
i) The press must not seek to obtain or publish material acquired by using hidden cameras or clandestine listening devices; or by intercepting private or mobile telephone calls, messages or emails; or by the unauthorised removal of documents or photographs; or by accessing digitally-held information without consent.
ii) Engaging in misrepresentation or subterfuge, including by agents or intermediaries, can generally be justified only in the public interest and then only when the material cannot be obtained by other means.
11. Victims of sexual assault
The press must not identify or publish material likely to lead to the identification of a victim of sexual assault unless there is adequate justification and they are legally free to do so. Journalists are entitled to make enquiries but must take care and exercise discretion to avoid the unjustified disclosure of the identity of a victim of sexual assault.
12. Discrimination
i) The press must avoid prejudicial or pejorative reference to an individual's, race, colour, religion, sex, gender identity, sexual orientation or to any physical or mental illness or disability.
ii) Details of an individual's race, colour, religion, gender identity, sexual orientation, physical or mental illness or disability must be avoided unless genuinely relevant to the story.
13. Financial journalism
i) Even where the law does not prohibit it, journalists must not use for their own profit financial information they receive in advance of its general publication, nor should they pass such information to others.
ii) They must not write about shares or securities in whose performance they know that they or their close families have a significant financial interest without disclosing the interest to the editor or financial editor.
iii) They must not buy or sell, either directly or through nominees or agents, shares or securities about which they have written recently or about which they intend to write in the near future.
14. Confidential sources
Journalists have a moral obligation to protect confidential sources of information.
15. Witness payments in criminal trials
i) No payment or offer of payment to a witness – or any person who may reasonably be expected to be called as a witness – should be made in any case once proceedings are active as defined by the Contempt of Court Act 1981. This prohibition lasts until the suspect has been freed unconditionally by police without charge or bail or the proceedings are otherwise discontinued; or has entered a guilty plea to the court; or, in the event of a not guilty plea, the court has announced its verdict.
*ii) Where proceedings are not yet active but are likely and foreseeable, editors must not make or offer payment to any person who may reasonably be expected to be called as a witness, unless the information concerned ought demonstrably to be published in the public interest and there is an over-riding need to make or promise payment for this to be done; and all reasonable steps have been taken to ensure no financial dealings influence the evidence those witnesses give. In no circumstances should such payment be conditional on the outcome of a trial.
*iii) Any payment or offer of payment made to a person later cited to give evidence in proceedings must be disclosed to the prosecution and defence. The witness must be advised of this requirement.
16. *Payment to criminals
i) Payment or offers of payment for stories, pictures or information, which seek to exploit a particular crime or to glorify or glamorise crime in general, must not be made directly or via agents to convicted or confessed criminals or to their associates – who may include family, friends and colleagues.
ii) Editors invoking the public interest to justify payment or offers would need to demonstrate that there was good reason to believe the public interest would be served. If, despite payment, no public interest emerged, then the material should not be published.
The Public Interest
There may be exceptions to the clauses marked * where they can be demonstrated to be in the public interest.
1. The public interest includes, but is not confined to:
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Detecting or exposing crime, or the threat of crime, or serious impropriety.
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Protecting public health or safety.
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Protecting the public from being misled by an action or statement of an individual or organisation.
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Disclosing a person or organisation’s failure or likely failure to comply with any obligation to which they are subject.
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Disclosing a miscarriage of justice.
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Raising or contributing to a matter of public debate, including serious cases of impropriety, unethical conduct or incompetence concerning the public.
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Disclosing concealment, or likely concealment, of any of the above.
An article published on 30th June 2018 reported on the inquest into the suicide of Gillian Chapman. The article included inaccurate information supplied by a news agency that identified Ms Chapman as the former mayor of Dacorum. The subject of the inquest had the same name but was not the former mayor. We would like to clarify that Gillian Chapman, the former mayor of Dacorum, has not passed away, and has no connection to the events described. We would like to apologise to Mrs Chapman for the error and any distress caused.
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The publication denied any breach of Clause 1, however. It said the story had been provided by an agency, which had failed to appropriately check the facts of the story. The publication said that it was reasonable for it to rely on the agency to correctly identify the subject of an inquest story; therefore, it had not itself failed to take care over the story’s accuracy, in breach of Clause 1.
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Complaints against Katy Hopkins calling migrants cockroaches were not upheld because migrants aren't from a specific ethnic group.
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The Guardian
Inititialy known as the Manchester Guardian and founded in 1821.
Today’s Guardian News and Media ltd is one of the UK’s leading Media organisations .
Although the U Gov survey places them as left of centre they state that their journalism does not have commercial or political interference.
The Guardian Media Group includes the Guardian and Observer newspapers and theguardian.com.
The Scott Trust owns the GMG, its aim is to secure the papers independence and ensure that no single owner can buy or control the paper. The Trust’s purpose is to
•Safeguard the The Guardian from political interference
•Protect the Guardian’s news values of honest, fair, liberal investigative journalism.
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Economic models and funding
Historically, The Guardian first received financial support from middle class radicals. Until recently the traditional newspaper model of acquiring revenue from circulation sales and advertising has been the main source of funding.
Circulation
•The Guardian has a share of just 2.8% of the UK print news market.
•(Nov 2018) The paper had a weekly circulation of 986,872
•Previous studies should show that there is a decline imn revenue from print sales
Advertising
•The colour advertising rate is £90 per column centimetre
•The cheapest advert measures 8 x 7 cm = £5000
•A double page spread is £32,400
Note with declining circulation figures the Guardian will become less attractive to advertisers.
Alternative revenue options and solutions
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In 2016 the GMG established a new business plan to address the economic losses associated with the decline in print circulation and loss in revenue.
The aimed to:
•Enhance operating efficiency
•Reduce costs by 20%
•Secure new growth opportunities for the GMG as a global organisation
•Adapt to changes in the advertising market.
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In response the Guardian has been successful in developing alternative funding and revenue streams.
Donations
More than 800,00 readers fund the Guardian:
•570,00 regular supporters
•375,00 one-off contributions
The Scott Trust
The Trust focuses on socially responsible investment and all profit from these investments supports GMG. The Trust set up theguardian.org a non profit organisation that raises funds from groups or private donors
Philanthropic contributions
These come from wealthy donors such as Bill gates (former Microsoft owner)
Reducing production Costs
•In 2018 the size format of the paper changed from a Berliner (European format) to a a tabloid.
•The reduction in size format saved the newspaper £19 million
•The cover price for the newspaper was increased to £2.00 in 2016 and £2.20 in 2019.
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Technological developments
Recent technological developments have had a detrimental effect on the Guardian with print circulation figures indicating that it is the lowest of all of the UK national daily newspapers.
The guardian has responded to this and the impact of digitally convergent technology by developing its own online technology through
Theguardian.com
The Guardian app
A daily tablet edition
In 2015 GMG had a 15 percent share in the market for combined print and online circulation the third largest in the UK.
Across different platforms the readership looks like
•Desktop 7.8 million
•Tablet 3.1 million
•Mobile 15.8 million.
This suggests that the Guardians adaptations to changes in digital technology and convergence within the industry are working and helping the paper to survive and flourish.
Socialist Views
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The Guardian is in favour of the NHS, which is a very left wing ideal. This article is clearly in favour of the NHS and shows very socialist views by the way it talks about a distinct pride in the institution and its free health care.
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Target Audience
The Sun
This news cover looks to target The C2DE social groups –which are The Sun’s main target audience- can be stated to be mainly interested in television and celebrity news-stories; therefore The Sun connects with their target audience by including stories such as this. Generally, The Sun’s readership, when regarding gender, can be said to be both male and female. This is proven through the variety of celebrity and fashion stories, which would target middle/lower class women. Yet there is also a large sport section, without forgetting the images of page 3, which target the male demographic
The Guardian
The Guardian newspaper targets a well-educated, relatively young, predominantly male and liberal audience centred around London. Fifty-two percent of Guardian readers are male, and the average reader age is 44.
​They take an interest in politics, exhibitions and international news. Other areas of interest common to typical Guardian readers include women's issues, culture, the arts, human rights charities and general information about London. They are more likely to own a cat than any other pet. Their politics are somewhat to the left of others in their demographic, which is somewhat to the right of the rest of Britain.
Succeeder
Struggler
The Sun
The Sun is likely to appeal more to a the VAL groups struggler, mainstream and resigned.
The Times
The Times appeal more to succeeders.
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Homework
There are two main types of media, newspapers, broadsheets and tabloids. A broadsheet is a newspaper with a large format which is thought of as more serious and less sensational than tabloids, an example being The Guardian. Whereas a tabloid is rule-over by sensational stories and usually popular in style, for instance The Daily Mail, newspapers unavoidably tend to be more biased politically to either left or right wing, this can lead to there being a bias in different ways throughout the newspaper: headline bias, facts and statistics bias, image and photography bias. Bias can make stories come across in a more favourable or adverse way, presenting to the audience what can be a micro veiwpoint from a mass event.
The Daily Mail is a tabloid that favours left wing policies, which in parliament represented by parties such as the Labour Party, therefore presents itself as bias towards the political left wing.
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On the other hand, The Guardian is a broadsheet thta favours right wing policies which are conservative - which in parliamnet is represented by parties such as the Conservatives. thses different political contexts underline the main tones and veiwpoints of the medias, and thereforecan appeal more so to those who hold the same values with certain papers.
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For example, both the Daily Mail and The Guardian could print on their front pages about Brexit but could appeal to different people with disagreeing veiwponts and be percieved by each reader in a different way. The Guardian's contexy is more likley to appeal to right wing supporters who hold a more conservative values. Stuart Hall looked at the role of social positioning in interpretating media texts, he stated that there are 3 different ways in which a person can percieve media texts: dominant/preferred reading, negotiated reading and the oppositional reading. The factual context on the front page of The Guardian could furthermore push the newspapersw dominant/preferred reading onto their target audience.
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Bias headlines and front page images could be seen as a way of further convincing the reader to interpret the news in a way in which the writer meant them too. media regulation is the control of TV, the internet, ect. by the government or other powerful bodies. the government has a huge political effect on media that not only changes the political big picture across outlets in the UK but also greatly affects how readers interpret news, and can even affect the demographic who read certain papers.
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The content and appeal of products
Newspapers must appeal to audiences and advertisers to stay profitable. They do this through the content they offer to their audiences.
The stories featured in a paper reflect the viewpoint of the owner and editor of the paper, they must also reinforce the values and interest of the target audience.
Harcup’s news values (2001) address the importance and appeal of sensationalism and attracting audiences
Audiences and interpreting media
These categories show that the Guardian readership is much younger, more upmarket (more middle class), much more London-based and slightly more male than the Daily Mail readership. The Mail’s middle market bias is shown in the high proportion of C1/C2 readers and its reach into both the AB and E categories, making its audience more evenly spread than the Guardian’s.
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However, although the differences in the audiences for the print newspaper are huge, data shows that the differences are much less for the online editions. The Mail Online’s audience is, compared to the Guardian’s, only very slightly less upmarket, only slightly older, only slightly more female, and slightly less London-based.
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Influence of contexts
The historical decline in the social significance of social class.The increasing significance of psychographics over demographics
The Daily Mail
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Male
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55+
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CI -C2
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UK spread
The Guardian
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Men and Woman
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Younger readers
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AB
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London
Online
•The Guardian has a mass audience of around 100,000 for print, whilst numbers are low the readership is loyal.
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News paper analysis and target audience
Online:
The online version of The Guardian has a lot more options the the print
Harcup’s news values
The Power Elite
John McDonnell is the main focus of the online version as he is a influential individual, especially within the Labour party - which means he falls under the category of the 'power elite'.
Good News
The middleman involved in the murder of the prominent Maltese anti-corruption journalist Daphne Caruana Galizia to share potentially crucial evidence in the journalists murder. This is considered good news as it is a step closer to capturing a killer and getting justice.
Bad News
The bad news would be the Professor who was an expert on corruption was charged with laundering money. This falls under bad news as it is a negative topic as the professor has committed a crime despite being an educator and having a degree in the very thing he himself has been involved in.
Surprise
A number of businesses, charities and educational organisations are severing or reconsidering their ties with Prince Andrew. This is a surprise since the Prince is a member of the royal family and is thought to be an influential figure - and an innocent one despite his involvement with Epstein.
Follow Up
The US said on Monday Israeli settlements on West Bank were no longer considered illegal.
Celebrity
Prince Andrew can be considered a celebrity as he is a well known figure and is in the public eye a lot.
Relevance
John McDonnell promised that a Labour government would “rewrite the rules of our economy” and announced proposed reforms to business regulation that he said would help workers “take back control”. I would say this is relevant as it is about what could potentially happen to the UK economy.
Entertainment
Magnitude
The Hong Kong protesters holed up at a university in Hong Kong surrounded by police as a days-long standoff falls under the magnitude category as it is an issue in China that has become a British topic of discussion.
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Socio economic
Hospitals are short on doctors and nurses that patients’ safety and quality of care are under threat, senior NHS leaders warned in a dramatic intervention in the general election campaign
Nine out of 10 hospital bosses in England fear under-staffing across the service has become so severe that patients’ health could be damaged. This would definable be a socio economic problem as many people benefit from the NHS.
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Uses and gratification
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GEARS
The Guardian readership is typically younger, generally middle class, based around London and slightly more male than the Daily Mail readership. The demographics of the newspaper are approximately, 44.2 % aged 55 and over, 51:49 % male and female, Approximately 75% ABC social demographic. The Guardian Reader is supposedly interested in culture lifestyle and sport and defines its audience as progressives i.e. explorers, reformers, succeeders - high social Statuses and socially aware.
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Online
The Daily Mail is the second best national daily newspaper after the Sun. The daily Mail has a mass audience and readership has a mass audience of around 100,000 for print, whilst numbers are low the readership is loyal. The demographics of the newspaper are approximately
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•52% are women
•75% of the readership is 55+
•Approximately 62% are AB,C1 social demographic The largest group are C1.
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News paper analysis and target audience
Online:
Harcup’s news values
The Power Elite
Good News
Bad News
Suprise
Follow Up
Celebrity
Relevance
Entertainment
Magnitude
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Socio economic
Uses and gratification
GEARS
Advertising and Marketing
fonts
Anchorage example:
Intertextuality example:
The soft drink set product is the “I believe campaign form 2013. This was created by the advertising and marketing company “Grey London” and photographed by Mitch Jenkins. The campaign has a £4 million mass market campaign to educate consumers about the soft drink brand and how it could help to improve sports performance.
The campaign aimed to communicate the product benefit that it “hydrates better than water”.
The brand owners wanted to communicate how they were combining scientific expertise with product innovation to help athletes across the UK reach their sports potential.
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Celebrity endorsement
The footballer Gareth Bale is used to endorse the product
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Unfinished claims
The statement “In a different League” is an unfinished claim because the league it refers to is ambiguous. Another unfinished claim is at the bottom right of the advert where it states that the product is “scientifically proven” to be in a different league compared to other drinks.
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Statistical Claim
Statistical claims are made in the top right of the advert regarding Bales date of birth, height, etc. The use of this data helps create a sense of realism and truth to the advert.
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Lifestyle
The use of Gareth Bale associates the product with sport and fitness
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logo
This is denoted twice to reinforce the branding: once om the product and also on the bottom left of the advert
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Product image
This is usually placed at the bottom right of the advert at the end of the eye line in order to make it easier to see…..
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Typeface/font style
The range of sizes used to create an important hierarchy of information about the product.
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Shot types and angles
The use of Gareth Bale associates the product with sport and fitness.
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Composition and rule of thirds
The page is organised into two main sections, The left half carries the slogan and the right half Garth Bale and the product.
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Colour palette
The blue, orange and white used with a black contrast reinforces the product packaging colours and helps the advert to stand out.
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Special effects/image manipulation
The white border creates a computer screen effect.The bright blue of Bales eyes and beads of sweat on his face are computer generated
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Locations and settings
The advert is taken in a studio setting
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Costume and makeup
Gareth Bale is wearing sports kit, which helps identify him as a sportsman and the brand as being a sports drink
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Register/ mode of address.
Scientific, factual and formal/
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Intertextuality
The audience will be familiar with Gareth bale as an international footballer from watching TV. There are also intertextual references to Bales sponsorship deal with Adidas though reference to his clothing
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Typeface/font style
The unfinished claim “in a different league” has the largest font size in the advert, indicating the importance of the text in creating meaning for the product, This connotes that Gareth Bale is in a different league and, by association, so is Lucozade.
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Shot types and angles
The medium close-up of bale at eye level personalises him, helps create an emotional link and positions the audience, connoting that if they drink the brand they will be similar to bale – an inspirational target for much of the audience.
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Colour palette
The blue, orange and white and black colour palette is striking and creates contrast between the font, the image of bale and the Product. The colour palette also aids brand recognition as it matches the colours of the product. The colour scheme signifies the product without having to refer to the pack shot.
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Special effects
The Bale image is a studio shot but is manipulated by special effects (to an extent it is hyper real” (Baudrillard). The blue of his eye colour is heightened to compliment the colour palette and connote the product, the beads of sweat created through CGI connote that he is a sportsman and in a different league, reflecting the idea that the drink is for someone who participates in sporting activities.
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Anchorage
The main slogan, the image of Bale and the product are aligned in a way to create meaning when read together. This placement anchors the meaning that not only is Bale playing in a different league, due to playing for Real Madrid and his sporting ability, but also connotes the Lucozade is in a different league to other drinks. The use of the strapline Scientifically proven connotes that the drink functions better than its competitors in terms of its ability to hydrate
Lucozade is a drink created in the UK and is sold all over Britain. It was created by Thomas Beecham, from Newcastle in 1927. He made it out of glucose syrup to provide a source of energy to people who were ill. Lucozade's original name was Glucozade until 1929, when they removed the first letter from Glucozade.
Lucozade is a drink created in the UK and is sold all over Britain. It was created by Thomas Beecham, from Newcastle in 1927. He made it out of glucose syrup to provide a source of energy to people who were ill. Lucozade's original name was Glucozade until 1929, when they removed the first letter from Glucozade.
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An able bodied man is more likely to prefer the message of the advert more then a woman or a man with disabilities as he can relate to Gareth Bale in more ways then the other two as the target audience is men. The colour scheme will probably appeal to him more and there is also a possibility he is a fan of football and Bale. However, this advert does promote based off of stereotypes so this could all be a misconception.
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The woman might be less interested in the advert than the male as the advert does very little to target any other audience apart from a male one. There may be a chance she is interested in football or Bale but that's not to say all woman are so she would be an exception but still not the adverts main target audience.
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The disabled man will probably relate to the ,masculine aspects of the advert such as the colour theme and the sport but he may not necessarily relate to the fact the drink is promoted as a drink used for athletes who are, as suggested by the edited swear, exhausted from a vigorous working out , something the majority of disabled people cant do.
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Sexuality does play a role. Any one of the three people could be attracted to Bale and may be interested in the advert because of this.
Representation is unavoidably selective. The producer of an advert will decide how to promote the product to his target audience and in so doing will decide how to represent particular social groups or individuals.
Producers may consciously or subconsciously reflect wider social attitudes to a range of issues or events this can result in bias.
This plays on the old stereotype that women are inferior to men and are thus dependent on them, even for simple tasks such as opening a ketchup bottle. There is also an age old belief that woman purposely act weaker in front of men so the men will feel superior and 'manly' even when doing a simple task fro a woman.
This advert plays into the stereotypical view of woman being weaker as they have made the ketchup bottle easier to open for the women.
This advert targets a male audience by teasing them with the idea of a night with a beautiful woman, focusing on the males pleasure rather then making the woman appear as nothing more then a sexual object with no opinions or anything to offer besides her physical appearance.
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The product promises the male the ability not perspire when he is a woman, which would be a desirable result as to not chase of any potential woman he would be involved with.
OCR specification
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Selection and combination of events, issues, social groups and individuals
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Choices made about how to represent
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The use of positive and negative stereotypes
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Social groups who are underrepresented or misrepresented
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Impact of industry contexts on choices producers can make
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How media through representation constructs versions of reality
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How representations makes claims about realism
Colour Theory
Colour theory encompasses a multitude of definitions, concepts and design applications - enough to fill several encyclopedias. However, there are three basic categories of colour theory that are logical and useful : The colour wheel, colour harmony, and the context of how colours are used.
Colour theories create a logical structure for colour. For example, if we have an assortment of fruits and vegetables, we can organise them by colour and place them on a circle that shows the colours in relation to each other.
Analogous colour schemes use colours that are next to each other on the colour wheel. They usually match well and create serene and comfortable designs.
Analogous colour schemes are often found in nature and are harmonious and pleasing to the eye
Stereotypes
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Stereotypes
Assumptions that are held about a social group. They are often used in a negative or prejudicial sense and are frequently used to justify certain discriminatory behaviours. Stereotyping is an important concept in terms of representation.
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The Countertype
A positive stereotype.
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•Focuses on positive elements of a group traditionally represented as bad.
•Still an oversimplification of the enormous diversity featured with the group.
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Van Zoonen Theory
Van Zoonen believes the media portray images of stereotypical women and this behaviour reinforces societal views. The media does this because they believe it reflects dominant social values (what people believe in) and male producers are influenced by this. This is a patriarchy (a society ran by men for men) which dominates and oppresses women.
•In patriarchal culture, the way women’s bodies are represented as objects is different to the representation of male bodies as spectacle.
•Gender is performative – our ideas of femininity and masculinity are constructed in our performances of these roles. Gender is ‘what we do’ rather than ‘what we are’.
•Moreover, gender is contextual – its meaning changes with cultural and historical contexts.
•forces women to conform to social structures
•genders bodies are represented differently
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Representation of Men
'Masculinity' is a concept that is made up of more rigid stereotypes than femininity. Representations of men across all media tend to focus on the following:
•Strength - physical and intellectual
•Brave
•Power
•Sexual attractiveness (which may be based on the above)
•Physique
•Independence (of thought, action, finances)
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Representation of Women
Representations of women across all media tend to
highlight the following:
•beauty (within narrow conventions)
•size/physique (again, within narrow conventions)
•sexuality (as expressed by the above)
•emotional (as opposed to intellectual) dealings
•relationships (as opposed to independence/
freedom)
•domestic
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Regional identity
Regional identity is identifying a persons identity which is rooted not only in the setting of the film but also in speech, costumes etc and in the region they live in.
How can you identify regional identity?
– Setting
– Accents
– Dialogue
– Props
– Make up
– Class of characters
– Costumes
– Etc.
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South England – often shown as being the centre of culture, modern, classy, clever, sunny, richer, doing middle class jobs such as managers, etc.
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North England – often shown as being poorer, bad weather, lower class, aggressive, less culture, less clever, doing working class jobs such as builders, etc.
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Representation Class
•Upper Class
•Working Class
•Middle Class
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hegemony
•Gramsci’s theory of hegemony can be visualised as the Middle classes (media, Judges (rule of law), Public, Education sector and religious bodies) using their influence to preserve the status quo.
•The poor and working class are often represented in an unsympathetic /biased way (trouble makers, deviant as a means of preserving the power of the middle and upper class).
•This is illustrated in the attached images
•Hegemony (theory) does not only apply to class it is relevant to gender (patriarchy) and race.
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Media Representations of social class:
Summary of theories
Narin (1988) – Monarchy
• “Royal Family” concept = niceness, decency, ordinariness,
• Royal family can be deemed to be “like us” but “not like us” – the queen seen as ordinary working mother doing extraordinary things,
Upper class
• Mainly represented through the coverage of the monarchy,
• Seen as well bred and cultured,
• Represented through their accents, estates, and a taste for shooting and hunting,
• Usually represented in costume and period drama.
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Summary of theories
Representations of the working class, poor and underclass
• Portrayal usually negative and stereotypical,
• Portrayed in the form of statistics in news bulletin such as figures of unemployment,
• Recent media interest in the labelling of the poor such as “chavs” which according to Shildrick and MacDonald (2007) suggest that the poor are undeserving of sympathy,
• Hayward and Yar (2006) – the term chav is used as an amusing term of abuse for young poor people
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Middle class (stereotypes)
•Presented as educated and successful as well as able to cope with problems,
•Over represented in the media due to their lifestyle
•Representation fits in with the hegemonic ideology of the dominant class in society,
•Representation justifies the existing class structure and inequalities by suggesting people need to become more competent and successful in order to cope with life.
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Working class
•Presented in the stereotypical context of traditional working class communities such Eastenders and Corrie, Shameless
•Community values often praised but do not reflect reality,
•Working class communities have declined with the collapse of traditional industries such as coal mining,
•Often presented in the context of trouble, undesirable welfare scroungers, unable to cope with their delinquent children.
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Representations of the working class
•Newman (2006) argues that there are very few situation comedies, television or drama which focuses on the everyday lives of working class who constitute a significant section of society,
•Newman argues that when in the media working class are often depicted in a very non positive light dumb buffoons (Homer Simpson) and immature machos (Phil Mitchell),
•Butsch (1992) – working class portrayed as flawed individuals (benefit cheats, etc.)
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Representation of Class
Stereotyping – theoretical perspective Dyer (1979) suggested that stereotypes are always about power – those with power stereotype those with less power. Hence he argued there were more recognisable stereotypes of gay men, non-white racial groups, the working class and women in society , and alternatively it was perhaps not so easy to point to media stereotypes of white, middle class, heterosexual men.
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Gerbner's cultivation theory
Cultivation theory suggests that exposure to media, over time, subtly "cultivates" viewers' perceptions of reality. Gerbner and Gross assert: "Television is a medium of the socialisation of most people into standardised roles and behaviours.
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Race representation
•Representation of race in the media can consist of the same sort of rigid stereotypes that constitute gender portrayal.
•Stereotyping of race is seen as more harmful than stereotyping of gender, as media representation may be the only experience of contact with a particular ethnic group that an audience may have (especially children and young people)
•Racial stereotypes are often based on social myth perpetuated down the ages.
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Alvarado’s Race Theory (1978)
Four key themes in racial representation:
–exotic
–dangerous
–humorous
–pitied
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Black racial stereotypes
Stereotypes :Positive and negative stereotypes are often seen in contemporary British media.
–Musicians – jazz, hip-hop and soul
–Sportsmen and women
–Comedians
–Criminals
–Socially dysfunctional
–Prostitute/sexually promiscuous
–The stud/pimp
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Alvarado theory on racial identity
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Gilroy’s theory on how Race is represented using Paul Gilroy’s ethnicity and post colonial theory
At the Etihad, in which Manchester United beat rivals City 2-1, Sky’s cameras appeared to show a home fan making monkey chants directed towards Manchester United’s Brazilian midfielder Fred during the second half of the match in a clip that quickly went viral on social media. The player said on Sunday that the incident demonstrated that we were living in a “backward society”. Gilroy's theory actually support the statement of a backwards society. His theory talks about how the media has subtle racism underlines as a result of colonialism and since the issue has never been fully addressed it somehow gives the media legitimacy and since the media is given legitimacy in the eyes of the public that means that it extends to them. the use of monkey sounds is also dehumanising which Gilroy believes the media started of. The media's racism is supported by the racism of those whoa re already in the public eye, Boris Johnson for example. "Boris Johnson’s rhetoric on immigration during election campaigning with the number of racist incidents in British society and sport." immigration is contradictory to a British society since we invaded countries during the building of our empire so the fact that other people are coming to Britain now for refuge is almost hypocritical.
“Whether it’s Boris Johnson and his well-known comments about Africans or Muslim women wearing burqas, or whether it’s the National Front in France. The poisonous discourse is everywhere. What is said by politicians is followed up by the media, some of whom give it legitimacy.”
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Post colonialism's effects on society include the idea of race supremacy. since Britain, a white dominated country at the time of the colonisation were able to take control of other countries that were home to a lot of the ancestral ethnicities there is still the idea present that white people, British people, are superior and so racism is a luxury that is legitimate to us.
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The media language used by the paper in these representation are demeaning towards women. the paper is obviously aimed towards women but not in away that is empowering. it assumes based on female stereotype represented by the media and forced social moulds that things that interest women are stuff based on their appearance, like weight loss. The paper doesn't even take into consideration that perhaps there isn't a 'preferred' news by women and that they may also be interested in news like politics or climate and other serious stuff.
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Old Spice Advert
https://www.youtube.com/watch?v=8ASb6jf-s74
Camera
The camera is always focusing on either Terry Crews or Isaiah Mustafa
Editing
The editing for Terry Crews or Isaiah Mustafa are very different most likely because of the different brands they represent. Mustafa is promoting Old Spice, a 'classic' brand and so he takes on a classical image, playing into many stereotypes that are associated with men, though in a parody type: deepening his voice, walking around shirtless, chopping down trees and overplaying male stereotypes or the 'modern/ideal man'.
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Old Spice 1970's
The 1970's advert differs from the modern one in almost every way. In the modern one Old Spice don't take them to seriously and use the 'ideal male' image as a gag of sorts, whereas in the 1970's one the stereotype is very much a serous ideal.
The Smell like a man campaign advert (2010) was considered a transformative mass market campaign for the aftershave brand Oldspice. Prior to 2010, the Old Spice brand was associated with an older, more mature audience. The campaign featured the American actor Isaiah Mustafa and was shot by Matthew Carroll for the Wiedan and Kennedy advertising agency.
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The appeal for the female audience in the modern advert would be the fact that the ideal man is presented to them and even addresses the 'ladies' watching the advert multiple times so there is also a feeling of inclusion, so the fact that a good looking 'ideal' man is addressing them, even if it isn't them specifically is a sort of escape.
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Some characteristics of a patriarchal system include:
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Male Dominance: In a patriarchal system, men make all decisions in both society and in their family unit, hold all positions of power and authority, and are considered superior.
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Male Identification: Men are concerned with identification that includes qualities of control, strength, forcefulness, rationality, strong work ethic, and competitiveness. Each of these qualities contribute to male identification in a patriarchal system.
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Male Centeredness: In a patriarchal system, the centre of activity and progression is on men and what they do to move the society forward. In any patriarchal system, men will be the focus and developer of all events and inventions, men will be the heroes in all situations, and men will be the centre of social engagement, fun, and entertainment.
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Obsession with Control: Men living in a patriarchal system or society must be in control at all times. They have a desire to control all social and family situations and must make all decisions regarding finances and education.
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Additionally, in a patriarchal society, the oppression of women is emphasised. The term oppression means to push down or restrict; therefore, women are not allowed to rise up to leadership levels or make decisions. Women are also not allowed to demonstrate independence or suggest changes to any social order.
In essence, women also have a role in a patriarchal society, but only in a sense that is submissive and subservient to men. Let's look at some cultures and societies that recently or still operate under the patriarchal system.
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Examples of Patriarchal Systems: Military
Many have argued that the military has historically operated under a patriarchal influence, not only in the United States but around the world. It wasn't until the last two years of World War I that women were allowed to join the military (1917-1918). Women were allowed to enlist as nurses and support staff; however, they were not allowed to rise through the ranks of the traditional military ranking system until the 1940s.
Patriarchy in the advert
Isaiah has a confident expression and body language within the advert. also if i were to read into the photo i could say that the volcano on his head could symbolise that he is a hot head which could also relate to the make stereotype of having a temper.
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Old Spice Smell like a man campaign can be seen to reinforce patriarchal ideology.
The use of Isaiah Mustafa to promote the product and slogan will reinforce the ideological dominance of men within society.The advert constructs representations that communicate to men and women. The idea that the product if purchased willlead to self fulfilment and men become better men.
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It uses visual codes in media language to appeal to the target audience.
The advert also reinforces ideological assumptions about :
-The appearance of others
-Consumerism
-Individualism
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The representation of masculinity also (arguably) reinforces ethnic stereotypes of the hypersexualised black male within the media.
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Ideology black males have fewer opportunities to demonstrate their masculinity other than their physical and sexual prowess compared to other races.
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Representations require interpretation. Although the producer will aim to construct a preferred meaning to persuade an audience to buy the product, audiences can respond to an advert in a number of ways.
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1.Preferred or dominant: They agree with the advert’s meaning and buy the product.
2.Negotiated: They accept the message from the advert but may not want to buy the product.
3. Oppositional: they reject the message from the advert and will not buy the product.
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Shelter
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Shelter Campaign Ad
Shelter helps millions of people every year struggling with bad housing or homelessness through their advice, support and legal services. They campaign to make sure that one day, no one will have to turn to them for help. They tackle these issues by lobbying the government and local authorities for new laws and policies to improve the lives of homeless and badly housed people.
There are three scenarios that are used for the purpose of the adverts. The scenarios are; losing jobs, landlord being unfair and debt. At the time of the campaign, these were the most common cases that were bought to ‘Shelter’ by the people that were in need of help. The three adverts presented all have a similar factor in common between them and this factor is that all the ‘advert models’ are in their mid-30s. We see one male and two female models which help us as the audience to understand that both genders connote ‘homeless affects anyone’. The close-Up framing is the same for all three adverts as their faces are only visible in the shot. As these are close-ups, the emotions become enclosed which creates a tense effect that allows us to feel the emotions on the faces of the models that they are portraying. This is an example of direct address as it sends a message to the audience who are examining the advert. This also creates personal empathy towards the people who are being exploited in these personal scenarios and helps the audience support the campaign by playing their part which is donating to the cause.
There are three slogans placed on the models faces in red opaque writing which links the slogans to their personal stories. The "He" and "I" used as personal pronouns which makes it more personal for the audience as they can feel the emotions and share the story with the people who are being affected by these situations are currently going through them. We also read a text that says "Every year we help thousands…" which tells the audience that they are trustworthy and should be the first organisation that people go to when they have problems with housing. The red colour connotes urgency and danger as this gives a more serious tone to the audience and makes them want to donate to the cause. The red internet search bar at bottom which is used to find help also stands out in the advert as it is a lighter red but stands out the most after the slogans as the colour creates an effect that even though the box is small, it is an element of the advert that stands out the most.
The ‘Charity Branding’ and the link to the website is placed on the bottom of the advert. This gives the advert a more professional look and keeps the advert organised as this is the most appropriate section of the advert to place this text. We can also see that the logo in the bottom right has designed the "H" as a house. This is a smart and playful way to design the logo and also hints to the audience that ‘Shelter’ specialises in housing problems.
Overall, these three adverts that have been analysed strongly represent homelessness and makes it much easier for the audience to understand how homeless people feel at the time they are becoming homeless.
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Advertising and Marketing- Viewpoints and ideologies
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Welfare -
Stuart Hall’s Reception theory also known as encoding and decoding
A Middle class/skilled working class (B, C2) , 30 year old male who is white and non disabled, and also a Succeeder/Aspirer is more likely to receive the preferred reading of the advert because they fall into the range the advert mostly targets. If he is a succeeder in middle class/working class one of his concerns are going to be how he presents himself at work and smelling nice is included in this so the deodorant is going to appeal to him. he may even be a fan or at least recognise Mustafa and feel inclined to buy the product because of him since he is stereo typically likely to be a football fan. he is also more likely to understand the message behind the product and the fact that its meant to be taken humorously. The exotic setting of the advert might also appeal to him as a holiday to the Bahamas may be on his agenda.
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A Non-working, pensioner who is a white female and a struggler is probably going to be an oppositional reader. there is very little appeal in the advert for her as she is not the target audience. bright colours likely aren't going to be enough to catch her attention and make her want to buy the product as it is presented as a male product anyways. A pensioner is theoretically has a much more mature mindset then a younger woman who might feel inclined to buy the product because of the models good looks and also because she is a struggler her mind might not be as focused on luxuries and instead will be focused on finical matters and basic necessities then being interested in a bad that will probably be more expensive then other deodorants available. The woman may oppose the product because of racism as well since the model isn't white, i say this because older generations are proven to be more close minded.
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A negotiated view for the woman may be based of the fact that the product could be seen as something nice that she would perhaps get as a gift or as an escape. The humour present in the advert might not bee understood by her as peoples perception of whats funny change throughout the years and so the fact that the product is not 'fact-check' might be taken seriously instead of humorously. Escape could also be motivation for the woman to buy the product as as a struggler she is likely to seek escape and the exotic beach image may serve as a way for her to imagine an exotic setting despite probably not being able to go there herself.