AS MEST1 Revision Booklet

January 2013

MEST 1 Exam Friday 13th January AM (2hrs)

Section A 48 marksFour compulsory questions

Forms (Language, codes and conventions)AudienceInstitutionRepresentations

Read the short description of the media text Watch the unseen text 3 times.First time just watch, then make notesOrganize your notes using numbers or headingsSpend 15 minutes writing your answer to each question

Section B 32 marksTwo questions choose 1 45minutes

Cross-media case StudyChoose 3 texts in either Lifestyle, film, music, news, documentary, sportThey should be from different institutions and have a presence across the platforms. Choosing two from 1 platform allows you to compare and contrast with your third from a different platform.

Revise the texts studied during the MEST1 course last year – they are still valid. Ensure that you have a core range of three texts from each of the three platforms, with links across all three platforms. Note the specific texts in the table below and keep a folder with detailed notes/analysis on each one.

Film/Broadcast Fiction E-Media Print

1) Media Forms

Give detailed examples of the codes and conventions used in relation to the target audience.Describe angles, shots, framing, colours, sound, anchorage, typography and the desired or intended effect on the audience.

Theory to support your points:

Barthes came up with the theory of sign, signifiers and icons‘If the text is analysed according to Barthes theory of signs, the audience could read the red cloak as a symbol of anger and conflict.’

Hall came up with denotation, connotation, encoding and readings.‘Using Hall’s theory of readings, it seems that the preferred reading of the text is….. However, it could also be argued that an oppositional reading would see the More Four sequence as highly sexist.’

Todorov came up with the theory of narrative structure of equilibrium, disequilibrium and new equilibrium.‘The narrative structure of the sequence shows the pattern of Todorov’s disequilibrium and new equilibrium.’

Levi-Strauss came up with binary opposition in characters and narrative (e.g good vs evil, rich vs poor)‘Katie Price is clearly positioned as Andre’s opposite, in terms of Levi Strauss’ theory of character types’.

Propp came up with a more detailed theory of character types.‘the female stuck in her car is presented like one of Propp’s character types, the princess or damsel needing rescue’

Barthes also came up with the theory of narrative codes including the enigma code.‘the trailer strongly suggests a Barthes narrative enigma leaving the audience wanting to solve the mystery of the murders’.

Key terms to include:

• Codes and conventions• Generic codes – narratives, iconography, characters, settings• Technical codes (shots & views, angles, editing, fades, focus, mise-

en scene, lighting, diegetic & non-diegetic sound) • Symbolic codes (body language, voice tone weather, colours,

clothing, montage, mise-en-scene)• Written codes (typography, anchorage)• Signs, signifiers and Barthes• Denotation (to denote) connotation (to connote) Barthes• Readings – preferred, oppositional and polysemic Hall• Mediation• Narrative – narrative structure and narrative codes Todorov,

Barthes

Types of Questions

• 1) How does the trailer use media language to catch the attention of the E4 viewing public?

• 2) How does the text use the conventions of a advertisement?

• 3) How does the sequence catch and hold the attention of the viewer?

• 4) How is the sequence constructed to engage the audience?

2) Media Institutions

Make sure you have good understanding of the main institutions and their off-shoots in British media – BBC and BBC3 & 4, ITV and ITV 2, 3, 4, Channel 4 and E4, More 4 etc. Have a general understanding of which film companies are Independents (Film4, Lionsgate, Summit Entertainment) and which are Majors or part of Conglomerates (MGM, Paramount, 20th Century Fox, Warner Bros, RKO). For advertising – viral and mainstream consider the global reach of the company and whether they are one of the major brands/companies)

Link your answers on Institution as well to how the Institution reaches the target audience

Theory to support your points:

Katz and Blumler came up with audience Uses and Gratifications theory claiming that audiences use media a variety of purposes including Diversion (escapism), personal identity (value judgments and self-understanding), surveillance (information), personal relationships (conversation and companionship)‘Using the uses and Gratifications theory, it could be argued that the audience use the brand for personal identity purposes, reassuring themselves that they are wearing a quality and up market piece of clothing’

Key Terms:

• Commercial, Public Service Broadcasting• Regulation and regulatory bodies (Ofcom, BBFC, ASA, PCC)• Ownership and control• Mission statement or key objectives• Schedules • Audience – primary, secondary, niche• Sponsorship and brand association

Types of questions:

• 1) How effectively does Channel 4 promote itself as Public Service Broadcaster?

• 2) What values and characteristics of BBC are evident in the sequence?

• 3) How does the programme try to create a positive brand image for Levi Jeans?

• 4) How is the brand image of Nike promoted in the Viral Advert?

3) Audience

Consider the intended or preferred reading of the text by the target audience.

Theory to support your points:

Remember our understanding of audience classification now tells us that psychographics (lifestyle, aspirations, values) are much more important than traditional classifications (age, gender, geographical location)

Katz and Blumler came up with audience Uses and Gratifications theory claiming that audiences use media a variety of purposes including Diversion (escapism), personal identity (value judgements and self-understanding), surveillance (information), personal relationships (conversation and companionship)‘Using the Uses and Gratifications theory, the audience are likely to use the channel, aimed at a younger audience, for diversion, as most programmes are entertainment focused.

Two-Step theory (no one is directly credited with this) is when opinion leaders spread the word about ‘cool’ ‘worthwhile’ media texts and people share information and the texts through web, social networking, print media etc. ‘The trailer will encourage the two-step sharing of opinion, as people upload and spread it through web and social networking because of the ‘shock’ factor associated with it.’

Hypodermic needle outdated view that media injects messages into the brain of the viewer. Widely disputed especially in discussions revolving around TV violence. Not enough studies carried out on game playing but…audience are participants so theory not valid (?)‘If we believed the hypodermic needle theory, the teenage audience will all be behaving like the characters of Skins after watching each episode.’

Marxist theory is the view that the institutions, like society and the media are owned and controlled by the bourgeoisie ruling classes, the minority elite. The masses are dominated buy this group who force ideals and ideology upon us. Marxist theory refers to power of any kind not just political.

‘A Marxist reading of Eastenders could suggest that the audience are being told what is family life should be like for working class people in London – very little aspiration, drugs, drink, murder and prostitution.’

Hegemonic theory is developed from Marxist theory. It is the view that the masses agree and accept the ideology of the controlling power group. We believe it is common sense and ‘go along with it’ to keep society working properly even though we recognize there are inequalities and injustices.‘However, a hegemonic view of the text would state that we accept and participate in this reading, believing in this dominant ideology of the working classes’

Mulvey came up with the theory of the Male gaze and feminist/post-feminist theory. She said that media (film) is created with a white, heterosexual male viewer in mind and so women are always present to be ‘gazed’ at by men.‘Even programmes like the How to Look Good naked could be argued as having the male gaze at the forefront of their construction. The women still must look ‘beautiful’ to look good, according to the stereotypical rules of what is beauty’

Key Terms

• Classification and demographics – primary, secondary, niche• Target audience• Psychographics• Uses and gratification Katz and Blumler• Two step theory• Readings – preferred (dominant) oppositional• Positioning of audience• Interaction• Consumption• User-generation of content, audience as text producer

Types of Questions

• 1) What features of the advert encourage the audience to pass on the marketing message to others?

• 2) How does the sequence attempt to position the audience to take a sympathetic view of ______ ?

• 3) How does the trailer persuade audiences that __________ ?

4) Representation

Step back from the person or place you are deconstructing and don’t just think about how they represent themselves but how they have been ‘put together’ (camera angles, shots, music, clothes, body language etc) and represented by the text itself. Consider the intended or preferred reading of the person or place by the target audience.

Theory to support your points:

Representations have four main parts to them – the thing itself, the opinions of the people doing the representing, the reaction of the viewer to the representation and the context of the society where the representation is taking place.To consider representation you need to ask:Who produced the text?Which person or group is being represented?How are they portrayed?Why was this specific representation selected?How are the audience being asked to identify or distance themselves from the representation? (due to age, gender, social status, nationality, lifestyle?)What has been left out of the representation?

Stereotypes in the media are constructed through dress and appearance, behaviour, codes and conventions of construction and opposition.

Medhurst argued that stereotypes more common as a shorthand for quick identification in TV, Advertising. Soap Operas for example may begin with stereotypical characters but may develop these over time.‘The characters in the advert highlight Medhurst’s theory of stereotypes allowing quick identification. We can quickly see the roles of mum, dad and teenage son established in the opening shot’.

Perkins argued that stereotypes are not always false but contain elements of truth. The application of a general rule (the stereotype) occurs because of limited representations of diverse groups. They can sometimes be positive but this is usually because it is beneficial for the dominant power group. ‘the representation of Andre in this sequence demonstrates Perkin’s theory that not all stereotypes are false, and our belief of celebrities: that they do have fantastic lifestyles and only a few can achieve that status.’

Baudrillard believed that in the media saturated world a state of hyperreality exists, where our reality is based upon the reality presented to us through the media. ‘Baudrillard’s hyperreality theory would suggest that the view of teenager as lout, yob and criminal has become so normal and ‘real’ for us that it is hard to know what a teenager ‘is’ or what a teenager wants from life’.

Propp’s Character types

Levi-Strauss binary opposition Remember stereotypes and representations change over time. They are not static.

Key Terms

• Codes and conventions• Stereotypes and Countertypes• Values and Ideology (dominant ideology)• Construction of…• Readings of…• Hyperreality• Binary Opposition• Propp’s character types

Types of Questions

• 1) How is the video represented as ____?

• 2) How is celebrity represented in the sequence?

• 3) How is gender represented in the trailer?

• 4) How is technology represented in the advert?

5 New Media

You may choose to answer a question in Section B about the impact or developments in technology to the texts in your case study.

Points

Types of new media Red button On demand Interactive features Social networking pages – Facebook, MySpace, Twitter feeds iPhone/Android apps Websites Fansites and Blogs File sharing 3D technology YouTube Channels

Remember depending on the question, your answer will probably focus on audience consumption or benefits for the institution.