The last of the audience theory

Reception theory and demographics from CHSGmedia

Concentration span - we're doomed

Can you concentrate on a tv show? A film? an article? this post?

Microsoft doesn't think so. Their recent research appears to suggest that a goldfish has a greater attention span than we do. This is having a distinct impact on media and how audiences consume it. Film marketing is having to think about the audiences needs and how they engage with new and digital media in order to accommodate this.

Have a read of the article that I have copied below:

Look also at an example of film marketing that is adopting this short, teaser method in my previous post here. 

It may prove useful if you are exploring film promotion as part of your coursework, but will also benefit all in preparation for your wider understanding of contemporary media issues in the exam.

Marketing developments for film from CHSGmedia

Identity - disability

In preparation for section B of the exam which we will cover later in the year, keep a look out for examples of how minority groups are represented. How do they construct their own identity and how is it reinforced by the established media?

Here are a selection of adverts that I have noticed over the last couple of months. Do note in particular, how Channel 4 have created a series of (in my opinion, excellent) adverts to promote the Rio Olympic games. They have designed variations for hearing and visually impaired viewers that are incredibly creative.

Have a look below:

Identity - minority groups

I came across this quote today from Director, Jill Golloway.

Its an interesting point of view to consider when we look at identity and minority groups.

Teaser trailers

Audiences can have a short attention span and this is facilitated by the immediacy of social media. Think of how social media captures our attention in short bursts - 
- twitter caps the amount of characters that you can write in one tweet
- snap chat videos expire
-vine videos are 6 seconds long.
facebook live and periscope allow for instant messaging during live feeds

Is this making it difficult for younger audiences to concentrate on anything longer?

Based on a manga and anime of the same name, Scarlet Johansson's latest movie 'Ghost in the shell' has a series of teaser trailers that are 5-10 seconds long.

Read about it and watch the trailers here

Two step flow - American register to vote

After our discussion this week about two step flow, i came across this example created by Joss Whedon.

Also an example of post modernism?

Moral Panic and immigration case study

Moral panic immigration and two step flow from CHSGmedia

Moral panic case study 2016 17 from CHSGmedia

Katie hopkins moral panic article the sun from CHSGmedia

An interesting stat about youtube...

Uses and gratification theory and Dependency theory

Uses and gratification theory from CHSGmedia

uses and grats and dependency theory from CHSGmedia

Two step flow

This video clearly explains the two step flow theory.


Things to consider:

-Can you think of any examples of opinion leaders?
-Which audience groups do they influence and where can you see this influence?

Blumler and Katz's Uses and Gratification theory

A reminder of the different categories as part of the Uses and Gratification theory



Consider:


What media texts do you consume and for what purpose?
Do different audiences utilise and consume media for different purposes?

The Great British Bake Off

Many a Grandma has shed a tear in to their cup of tea this week as it was announced that the BBC can no longer afford The Great British Bake Off. Love Productions has sold the rights to the series to Channel 4. This is a huge blow for the BBC as Bake Off was one of their most successful programmes.


Read more about it and the departure of the hosts - Mel and Sue here


Things to consider:


What does this suggest about funding and the BBC?

Maslow's Heirarchy of Needs

advertising - challenging or reinforcing gender stereotypes?

Car advertising is predictable.

Black and white filter? Check
List of performance specs from a male narrator? Check
Shots of car driving at speed along a windy road. In the countryside. In the rain? Check

So far, so boring. Typically, this is geared to a male audience, or one that is concerned with the performance stats of the model. However, cars with 'quirkier' designs tend to use a different advertising strategy that appeals to a broader (and more female?) audience. Think of Mini Cooper for example.



(The ad here is a short version. Watch the one in the link below to see the bloggers review)


DS automobiles have released a new car design in partnership with the fashion house Givenchy and their make up range.

This internet based advert employs a model/beauty blogger/business woman to 'review' the car and the free Givenchy make up.

See the ad here

Things to think about:

• What do YOU think of the advert? Would this encourage you to buy the car?
• How are women represented in this advert?
• Does this reinforce or challenge stereotypes?

identity - sportsmen and women

This video popped up a few weeks ago at the height of the Olympics, so you may be familiar with it already.

What is interesting is how the established media are constructing identities of the sportsmen and women at the Rio Olympics that reinforce the stereotypes and dominant ideologies that surround both genders.

Look at how audiences are empowered by social media, using it to 'call out' and challenge these ideologies perpetuated by the Media. This would make an interesting case study, looking at how athletes construct their own identity in comparison to the identity constructed for them by the media.

Things to think about:

1. How can this be used to explore Hegemony?
2. What does this say about the power of the established media and their influence over audiences?
3. What does this say about audiences and their influence on established media?
4. Does this challenge the hyperdermic needle theory?
5. How has new and digital media influenced audiences and institutions and perhaps changed their relationship?
6. How is new and digital media used to construct identity and is there any negative implications to this?

The BBC Licence fee

The BBC is funded by the licence fee, however this only covers access via a traditional household TV and has enabled audiences to watch BBC programming online through i-player and live streaming through the internet for free. 

This obviously has serious financial implications for the BBC - if people are not paying the licence fee because of this loop hole then cuts are necessary and this puts the future of the BBC in to question.

As of yesterday (September 1st 2016) The BBC have now made changes to cover this loop hole meaning that anyone streaming or downloading BBC content must now have a licence fee. See what the BBC have to say about this here


This is particularly relevant for the new and digital technology question in the exam. Think about some of the following:

• How has technological convergence impacted on audiences and institutions in this instance?
• How has cross media convergence impacted on audiences and institutions in this instance?