Driving test

Audience

How do different media forms target, reach and address audiences. How do audiences become producers themselves

Types of audiences:

• Class
• Age
• Gender
• Ethnicity
• Religion
• Politics

Generations:

• Baby Boomers-1946-1964
• Gen X-1965-1980
• Gen Y-1981-1996
• Gen Z-1997-2012

Occupational groups

• A-lawyers, doctors, scientists, well paid professionals
• B-teachers, middle management, fairly well paid
• C1-junior management, bank clerks, nurses, white collar professional
• C2-electrician, plumbers, carpenters, blue collar professional 
• D-manual workers
• E-students, unemployed, pensioner

Psychometric audience defines an audience by their values and how they think and their lifestyles that affect how they consume media. A specific method of categorization specific to advertising was developed by Young and Rubicam marketing and communication company

Types of consumers:

• Aspirer-wants status through the items they buy and will happily invest in luxury goods even if they can't afford it
• Explorer-like to discover new and innovative brands
• Mainstreamer-40% of the population and use tried and trusted brands with less risk
• Reformer-defined looking for brands that are good for themselves or the environment
• Resigned-uses the traditions they have built up over time
• Struggler-live day to day and only care for survival
• Succeeder-high social status and nothing to prove, believe they deserve the best 

Industry

Media companies and who they're owned by will heavily influence the things they publish and the things they don't. For example lots of news outlets are also owned by the same person Rupert Murdock who is the owner of Newscorp which owns news outlets like Sky and The Sun who's ideologies lean to the right. This ownership means coverage of events will be inherently be biased towards the right, for example The Sun's cover for the Queen's death will be biased towards the monarchy.

Conglomerate-business corporation formed by buying many other businesses

Global conglomerate-a conglomerate in more than one country 

Horizontal integration-a company buys its rivals

Vertical integration-when a brand buys companies that do part of its business

Language

Types of shots:

• establishing shot-set up location and characters
• master shot-shows characters of equal importance
• long shot-long distance away usually used in establishing shots
• mid shot-from a medium difference
• two shot-two people
• close up-focus on something
• extreme close up-closer focus
• over the shoulder-usually in a conversation
• POV shot-from a character's point of view

Camera Angles

• high angle(from above)
• low angle(from below)
• bird's eye view(creates intrigue)
• canted angle(twisted camera)
• eye level(creates sympathy and feels like audience is in the scene)

Mise-En-Scene

• positioning and body language
• lighting
• hair/makeup/costume
• setting and props

Semiology-study of signs and that they signify, its denotation and connotation 

Denotation-what it is

Connotation-what it implies

Myth-what it would mean in media

Representation

How the media presents events, individuals, social groups and ideologies. Representation can be classified through different groups of people:

• Class
• Age
• Gender
• Ethnicity
• Disability

Stereotypes

Often these CAGED representations are useful starting points for analyzing media messages. Representations work by enforcing or reinforcing stereotypes. Stereotypes can be positive or negative. They work through symbolic codes and signs and are often generalized and if they are used at a high enough frequency they can become accepted in society. Barnes, the creator of semiotics suggests that stereotypes aren't real and are only myths. Newspapers consider what stories will appeal to their audiences and shape it in a way that will appeal to their audiences. Meaning is constituted by what is present, what is missing, and what is different thus meaning is constructed. If you have power you can create and persist stereotypes. Media will try and create an idea of us vs them where we belong and they don't to try and alienate a minority group.

Stereotypes-an assumption about a group of people that dictates how they're represented.

Binary opposites-two completely different things on the opposite end of a spectrum

Hyper reality-inability to distinguish simulation from reality through your view of media. For example expecting castles to look as grand and lavish as they in Disney

Stuart Hall

outsider, raised in colonial Jamaica but educated in Oxford and felt out of place in both and decided to study media and how groups are represented in all its forms of media from music videos to soup operas and tabloids and how people react to their meanings.

Ideology-hidden message contained within media. To create deliberate anti-stereotypes is fixing meaning but in a different direction and can be equally as problematic, a more effective strategy is to go inside the stereotype and deconstruct it from within. Trying to skew representation in one direction will turn into tokenism. There is also the concept of the other which is the group that is either represented badly in the media or not represented much at all.

Liesbat Van Zoonan

Feminist theory suggests we live in a patriarchal culture where men are more dominant which therefore affects how women are presented through media. women are presented as accessories to men and are objectified, rather than admired. she also suggested that gender is performative, it is what we do rather than what we are. Women's bodies are seen as their most valuable and only asset.