NEA - Media Theories

Tuesday 19th March 2019

NEA - Media Theories

I this post I am looking to know how media theories are used efficiently in my media products and research how to apply them into my magazine.

In my magazine I will use the Blumler and Katz theory of Uses and Gratifications. This is so that I make sure that my target audience will enjoy it.

Types of Media Theories:

Narrative Theories:

Propp – 8 character roles: only applies to mainstream texts where characters often pertain to stereotype. Sometimes, can apply to running news stories by analysing a Hero, Villain, False Hero, Princess (or prize), Her Father, Donor, Despatcher, Helper.
Todorov – Act Structure: Equilibrium, Disruption, Resolution, New Equilibrium.
Levi-Strauss - texts are often understood by the ways things are placed in binary opposition to each other - the good and the bad, the pretty and the ugly, etc.


Audience Theories:

Blumler and Katz - Uses and Gratifications.
Stuart Hall – audience positioning and dominant/negotiated/oppositional readings.
David Gauntlett – Producer as Consumer (Prosumer): thanks to digital media, many consumers of media as also producers e.g. YouTube as cultural phenomenon.


Genre Theories:

John Hartley – genre is interpreted culturally e.g. Coronation Street or Eastenders could only be understood in terms of the conventions of UK soap operas, American television dramas tend to have a slightly different set of conventions to British television dramas.
Robert Stam – there are infinite genres. Basically Stam is advancing an argument that genre no longer exists and we do not have to analyse text in terms of genre.
John Fiske – genre as ‘convenience’ for producers and audiences – this means commercial success is underpinned by the conventions of genre in terms of what audiences expect.


Representation Theories:
Feminist approaches:

Angela McRobbie – post feminist icon theory suggesting female character are determined, strong, independent and in control but also utilize their sexuality e.g. Lara Croft, Lady Gaga…
Laura Mulvey – male gaze/female gaze. It suggests the female form is objectified in a range of media.

Other approaches:

Richard Dyer - Stereotype legitimize inequality by marginalizing certain individuals and social groups. "Media institutions with power make stereotypes of those will less power".

NEA - Intertextuality in Media

Tuesday 19th March 2019

NEA - Intertextuality in Media

Lesson Objective:

K: The concept of intertextuality.
U: How the concept of intertextuality is used in media texts.
BAT: Analyse media texts using intertextuality.
CO: Use media terminology throughout.

Intertextuality simply means creating one text in reference to another.  

Intertextuality can also happen when the content of one media text makes reference to another.

Intertextuality is not always obvious. References can only be recognised if you know what  they are referring to. 

There are also cultural, social and linguistic limitations.

In this task I am going to show how to use intertextuality in the media world. This means referencing other media products in your product to make people realise what it is referencing to.

This is an example of intertextuality because it is referencing or has a similar front page, on purpose, to the U.S army poster. This is used as a persuasive technique so that people will buy their clothes likewise to the poster which persuaded people to join the army. 

I could refer to this front cover as it is a similar type of magazine that I will be doing, I am doing the structure of a leaf. The effect that this will have is a sign of familiarity so that the reader will feel comfortable and would want to keep on reading. The type of people that will find it familiar is the children's adults and will approve giving it to their kids as they would know that it will be an educational magazine as it inspires from a more famous magazine.

NEA Briefs

Tuesday 5th March 2019

NEA BRIEFS

LEARNING OBJECTIVES

• K: The requirements for each of the briefs set by OCR.
• U: How to approach the chosen brief, including writing the statement of intent.
• BAT: Choose a brief and start planning what to write in the statement of intent.
• CO: Use media terminology (all areas of the theoretical framework) in your written and verbal communication.

I have chosen the educational magazine option (brief 1). This is because I already have experience of working creativity and designing. This comes from when I used to design on a more basic version of Photoshop which was much easier to use and can give me a similar guide through Photoshop. The skills that I want to develop are my design and creativity to delve deeper into the media world and make more interesting products that are catching to the eye. 

Further guidance:

• You must not reproduce an existing media product or brand.
• Group productions are not permitted but you can use your friends and others to act in, or appear in, the media production. In addition, unassessed learners and others may operate lighting, sound, recording and other equipment under your direction if required. 
• To make it simple... these briefs are individual.  You can use other people to help you but make sure you end up doing all the technical tasks (photography, filming, editing, etc).  You're NOT required to be in-front of the camera in your own production.

https://padlet.com/liam_cushmedia/6yughm30ufzn

Mind-Map on coursework