MIGRAIN Index

1) Media consumption audit
2) Language and Genre: Reading an image - advert analyses
3) Institution: major media institution research and presentation
4) Institution: brand values
5) Institution: CoolBrands research
6) Narrative: narrative theory YouTube clip analysis
7) Audience: psychographics
8) Audience: audience theory blog tasks/questions
9) Audience: audience theory - dependency theory
10) Representation: clip analysis - dominant and alternative representations
11) Representation theory: 500 word analysis on blog
12) Representation: Media Magazine articles and questions
13) Ideology: BBQ QT analysis and binary opposition
14) Ideology: Media Magazine reading 

Ideology: further reading and tasks

Page 34: The World Of Mockingjay: Ideology, Dystopia And Propaganda

1) Mockingjay presents a capitalist society as they have a force that would control riots from occurring that would be called "Peacekeepers". This is quite similar to a police force as they present that power can be used to promote their ideals to the 12 districts that are within "The Capitol". There is an obvious element of power as the article states that "the districts serve The Capitol" to show that President Snow is quite tyrannical as he uses repeats of previous Hunger Games which would distract those plotting a revolution and therefore have continued control over The Capitol. Propaganda is also there as it is represented as Katniss and Peeta's wedding which had also acted as a distraction for rebellion. This would also present Katniss and Peeta as loyal citizens to The Capitol as they show no sign of disagreement. This acts as propaganda as Katniss is seen as an inspirational character after the first Hunger Games which would present her as an image of hope that districts would have faith in to cause a revolution against President Snow. Other elements of propaganda presents its self as Peeta. Peeta is also seen as an inspirational character and since The Capitol have kidnapped him and are using him as a weapon to weaken or prevent the rebellion from causing more damage. Propaganda is widely used in The Hunger Games trilogy and it has been proven once again as the rebels have hacked footage from the Capitol Systems which show The Capitol's dark intentions as they are presented as bombing a hospital. This could encourage people to rebel as they now see The Capitol in a different perspective. There are also other moments of propaganda as the rebellion uses Katniss as a "poster girl" as they dress her up in an appropriate manner for the revolution as they use her to try and promote the power that district members have to go against The Capitol. The main media format that has been used for this is broadcast in TV which would show that the media is a powerful weapon that can manipulate the minds of others as it would depend on the representation and how it can help promote different opinions to the people so that they can make the decision as to whether they should attack or stand down. All this support a capitalist society as they show that they can control what they can do to try and make sure that there is power presented throughout the story of The Hunger Games as The Capitol as they are presented as being greedy since they take the resources from the 12 districts. So overall there is a capitalist society in The Hunger Games. 

2) As previously mentioned, The Hunger Games use the media to their advantage since they choose to use the media to present themselves as a different in comparison to what they actually are. This is evident with the hospital bombing. The rebellion has used this to their advantage to try reinforce their ideologies of President Snow as a tyrannical leader. This would persuade an audience to try and join or support the rebellion. As well as that, I have also previously mentioned the appearance of Katniss being an important part of propaganda. This could mean that appearance is what would give an audience the impression that this "poster girl" presents the rebellion and make them a known threat of The Capitol. The Capitol also uses an element of propaganda with Peeta as previously mentioned. They would present Peeta as weak and use him to portray The Capitol as a powerful force that shouldn't be reckoned with. Since Peeta was also an inspirational character, The Capitol would use this as their image of a rebellion as they force Peeta to tell the rebellion to stand down or else they would attempt a revolution. There are also other means of propaganda with the promotional material for the film presenting The Capitol as a kind and generous community as they salute every district. This can give a false representation of The Capitol and so this would force their ideologies onto their citizens of each district to prevent a rebellion (assuming that The Capitol uses this promotional material in the film). Other forms of propaganda could be the re-runs of The Hunger Games which would enforce their ideals of power towards the viewers as they are presented with fear to The Capitol as they are presented as a dominant force.

Page 48: They Live - Understanding Ideology

1) People should put their families first

• People should work hard for their money
• Women should behave in feminine ways and look after their appearance
• Lead a satisfying life - (Extract from Althusser about dominant ideologies)

2) Those who have lots of power could be seen as the way they want them to be seen. This would then make viewers think that this is normal. This could be the reason that we would see the dominant ideologies and how this would feel normal for an audience as they would normally see money as a source of happiness. And so people would believe this as they would want successful lives because of what money can give to people. This could therefore enforce that money is an essential currency that could help people as the promotional material suggests. However, when the protagonist puts on the sun glasses, he sees through the promotional material and sees the truth within the promotional material that would suggest that the hypodermic syringe model is a truthful representation of an audience. This is enforced as the promotional material isn't forced onto the audiences as the adverts would rather prompt an audience into purchasing the product or services.

3) This suggests that an audience would watch programmes that are regulated by bigger corporations to present their ideologies to an audience so that they can see it from their perspective and assume that this is normal. This would be the Repressive State Apparatuses as they use fear to control an audience. This could be evidenced with going to prison as they would fear going to prison since it is seen as quite brutal and so this would then make an audience obey the law. Another factor of this is the Ideological State Apparatuses which use common sense to their audience as they would use social norms to communicate to an audience rather than using fear. 

4) I agree with this since corporations would use propaganda to their advantage to try and make an audience to do what the product or service is telling you to do. This can be evidenced with the Army adverts that make the Army look like a "cool" place to work in as they don't show the other side of war such as the loss and damage it could do to a person. Another instance could also include perfumes that are objectifying women and presenting men that they could obtain a sexual prowess by using this product that may intrigue an audience. This would further enforce the fact that they would want to try and make sure that the products could do that. This would enforce the Hypodermic syringe model further by making audience appear passive when they consume entertainment.

However I also disagree with this statement as an audiences wouldn't always purchase a product because of the adverts. There are reviewers who act as a two-step flow model as they would want feedback about the product or an overview as to whether this is value for money or not. This could be exploited as sometimes big corporations may offer some money to give the review a good side to it which would then make sure that they are well received. 

Overall I think that the audience of the modern society aren't as passive as it was in the past as there would be adverts that would want to promote this sort of behaviour to an audience but more recently an audience would want an overview first before they purchase the product. In conclusion I disagree that an audience is passive when they consume the media even if the economic elite would have control over it as previously mentioned with the exploitation of the product.

Cover Work: Ideology

The World of Mockingjay

This article talks about how ideologies would link with the narrative of the Mockingjay and how it could relate to theories such as Marxist theories. This article talks about how Mockingjay would use the media to their advantage to try and ensure that their message is being spread. There is also some ideologies about Marxism and how this could relate with the poor lives that Districts 1-12 have to live through in a society where the rich would abuse the poor by not assisting them with the right means. This also has some element of representation as it is briefly mentioned that characters would be presented in an appealing manor that would influence their audience to attempt to strike a rebellion against "The Capitol". This article does demonstrate how the media can be used as an influential weapon to make their audience assume that they are making the right choice. 

They Live: Ideology

This article mainly talks about how ideologies have been present in films. This would talk about the dominant ideologies that are present as well as how this could be challenged. This article compares that use of the sunglasses in "They Live" and applies it onto actual advertisements. As well as that this would put on ideologies such as Marxist views and how this can affect people for advertisements in today's media. The film puts a different perspective in the media which would present alternate perception in adverts which support the alternate ideologies.

Binary Oppositions

1) Binary Opossitions

• UKIP vs Russell Brand
• Immigrants vs UKIP
• Upper Class vs Lower Class

The ideologies present in this clip are that immigrants are overpopulating. They also have a belief that they are taking the occupation of those who were originally in Britain. Also since Russell Brand is a campaigner so they would have a good perception on Russell so we would accept his views on the topic. However there are some alternate ideologies that Russell Brand supports as he mentions that immigrants aren't causing any economic problems and aren't causing much damage as the upper class are to blame. (Although this doesn't answer the question on over population).

2) Binary Oppositions

• Good vs Bad
• MI6 vs Terrorism
• British vs Foreign

The ideologies present in this clip present a damsel in distress with the female character currently in the grasp of the antagonist. Other ideologies also include the foreign villain as a majority of Hollywood action films include foreign antagonists. The antagonist is also male with violent intentions as the audience can see that he completes the challenge by shooting down the female character. This could also support the idea of men being violent characters as a majority of the henchmen that Silva (Antagonist) have around him. These can be seen as dominant ideologies as the audience would tend to question these factors within the film but rather accept it.

Cover Work: Representation

MM50

1) This article is about the female gaze and some factual information about the female audience. This article also talks about how the media portray women in adverts and what is considered acceptable. This covers topics such as size-ism, The Plus Size Model, and advertising and how they are presented as previously mentioned.

2) The film that has sparked this recent debate on body image and female representation is "A Perfect 14"

3) The male gaze is mentioned as limited as it is only affected by heterosexual men as they look at objectified women. However, the female gaze is similar as it objectifies men but isn't as strong.

4) I think there should be a change in the representation on both men and women. This is especially significant with perfume adverts as they present these products as "sex magnets" even though the only affect that it has is improve someone's scent. They probably don't feature size 14 women as they may want to try and attract a male audience in particular ways such as objectifying women to pleasure a male audience which would support Mulvey's Theory of the Male Gaze.

5) The film is about women wanting to become models and how being a "Plus Size" isn't appealing. So therefore they are trying to change that by trying to make sure that potential models aren't demotivated because of their appearance. This also talks about how beauty should be defined.

MM51

1) The Introduction talks about a definition of representation and how it is a retelling of text or images but from the perspective of the content creator.

Representations and the mass media: This talks about the process that takes place when the mass media are trying to represent the topic. There is also the mention of the "gatekeeper" who wants to keep this general image of the topic throughout.  

The how, who and why of representation: This talks about the questions that producers consider before constructing their version of the topic. As well as the values that are being represented for when they create the content for their audience.

Another approach to ideology - the work of Stuart Hall: This talks about Stuart hall's ideas and how the audience would judge the characters on a cover or piece of print from their own experiences.

Representations and new media: This talks about how modern technology has been used to represent people. This could include social media such as Facebook. The comments that internet personalities make would be based on their interests and their audience so that they could construct an image of themselves to their audience. 

An example - representing national identity in old and new media: Old media platforms such as Newspapers have a fixated representation on the topic that they are talking about. However, new media are more liberated with what they talk about as they can spread their opinions on topics online.

2) I'm aware of how I represent myself in the media as I don't want bad interpretations of me in the view of the public. I also make concious choices of what i like as I don't want to look like a troubled teenager but rather have a representation that defines me as a civilized person.

3) Some could argue that institutions are powerful as they would represent a topic in their view for their audiences to look at and agree upon. However there can be some influence of audience with their choice of text for their media. This is evidenced with the paper below as a majority of elderly men would read tabloid news papers.

However the audience can be powerful as they could express their opinions on topics that they may find important. This would be evidenced with twitter and how people can express their opinions to their followers with hash-tags that they may use which correlate to the topic. 

 

Representation Theory Analysis

The Expendables 3

Medhurst's theory is proven with men doing dangerous tasks as they are shown as doing dangerous tasks. The dangerous tasks could involve stunts that may seem life threatening such as the bike scene where one of the characters was riding a bike up a ramp and onto his destination. As well as that, they are also shown at being good at sport with that small dart scene as both characters have good accuracy. Also there are scenes with men drinking at the end as the men are shown in a pub which is stereotypically populated by men. They are also represented as good fighters as a majority of the scenes involves fight scenes. Perkins also has some element in this as a majority of the team are men. This is partly true in the sense that a majority of military forces would have men in them in comparison to having more females then males. Also men are more likely to do crazy stunts and be more violent than women so therefore they would mainly be men in the cast. Since this film is mainly about an all action cast, the majority of the cast are men which could also suggest that men are mainly in action films. As well as that, men make up a majority of the duration time in the trailer which could suggest that their audience would mainly be men since men are stereotypically known for watching action movies. The cast are also strong which could also factor towards masculinity as men are stereotypically seen as strong. There is also a strong dominant view of America as a majority of the cast are American which could suggest that they are a strong fighting force in comparison to other countries. Mulvey's theory is also represented as there is a small segment in the trailer with a "male gaze" as Sylvester Stallone's character is admiring the female character as she fights of against a few men. This scene also includes a subvert in the stereotype of women as we don't generally see them fighting people in clubs but would rather be seen with friends. Berger's theory is also linked with Mulvey's as they both mention how men would look at women. However, women are seen as weak or vulnerable. But as previously mentioned, this character in an alternate view on women as she fights off against them in comparison to the others. Levi-Strauss's theory is also presented as there is an element of power with a majority of the cast being white men. This could show that as The Expendables are shown as a strong fighting force and are American since it is created by an American company, they would want America to look good. Dyer's theory is also represented with a link with Levi-Strauss's theory as they both talk about power and those with power can dictate the beliefs that are represented in the film.

Cover Work

Graham Norton, BBC1 – Schwarzenegger

Men are stereotyped as wanting to be muscular. Arnold demonstrates this with his life style as he talks about his past to the audience. He also has books which talk about body building and one specifically targeted towards men as this would also enforce that men would want strong and muscular bodies. This is a dominant view on men as they are presented as strong. A theory that supports this would be Perkins theory which could suggest that stereotypes are partly true as some men may want to obtain a strong body.

London 2012 – Bond/Queen

in the clip, James Bond is represented as a strong male which is suggested since he is escorting The Queen to the Olympics Stadium. Britain is also represented as a peaceful and patriotic place as we see flags waved in various shots. It is also represented as a good looking place as there are many wide shots that may interest tourists or those outside of Britain to visit. This is a dominant representation of Britan as we see a majority of the shots in a peaceful setting. This can also be a part of Perkins theory but can also be seen as Medhursts theory.

Some Girls Launch Trailer

This trailer presents the teenage females as more agressive which can be seen as an alternate view in comparison to what we are usually used to with women being more careful and respectful. Also, they behave differently in school in comparison to how girls would behave in school which is another subvert in the stereotype. However, it does enforce the stereotype of teenagers being aggressive and disrespectful. Perkins Theory can be linked into this as it talks about being partly true with teenagers behaviour in school.

Representation: Photoshop Task

Dominant

Alternate

Representation

The Expendables 3

1) There are a majority of the cast being presented as male as this film is in the action genre and in most action films there would be male cast. As well as that, the characters also look to survive impossible stunts which could enforce the representation of men acting as risk takers compared to women. The nationality of most of the heroes in this are presented as white and some black characters giving some diversity in the team. There are some features of women scene in the trailer however they don't have as much screen time as their male counterparts. 

2) For a majority of the scenes with the males, this is shown with a dominant portrayal due to the circumstances that face. For instance the weapons that they use which act as action codes like the minigun being fired. Also there is an alternate portrayal of women in the trailer. In a typical perspective women are seen as a damsel of distress. But in the scene with the club, we see the female character go in hand-to-hand combat against an attacker which goes against the portrayal of women being seen as weak and seeking help in fights. Also the antagonist appears to be American rather than the stereotyped foreign villain that would normally be seen in action films.

3) The stereotypes present in this trailer involve the men being presented as masculine due to the action sets that were shown in the trailer. There were also stereotypes of men generally taking risks with the incident where one of the characters had to take a leap of faith to reach a helicopter. In addition there are scenes where the men would be drinking alcohol as it would be a commonly used beverage with a majority of adults in films.

MIGRAIN Index

1) Media consumption audit
2) Reading an image: RBK advert analysis & own choice advert analysis
3) Institution: major media institution research and presentation
4) Institution: brand values
5) Institution: CoolBrands research
6) Narrative: narrative theory YouTube clip analysis
7) Audience: psychographics
8) Audience: audience theory blog tasks/questions
9) Audience: audience theory - dependency theory

Dependency Theory

1) I primarily use the media for entertainment purposes such bas when I'm bored. I also tend to use it as a form of escapism as I tend to procrastinate every now and then with the media as I would follow the story of shows such as The Flash or other dramas.  

2) I feel that people are very dependent on the media as products such as the iPhone have convergence which allows their phone to have multi-functionality to tell the time. They would also use the internet to help solve answers to problems such as diagnostics as the internet is very accessible. People are very dependent on the media since it is all conveniently given to them on one device which is portable so that they could read about the news where ever they are. The devices of today's standards are also equipped with many apps that can either be downloaded or purchased from the store electronically so that these specific apps could give specific purposes such as updates on the scoreboard for sports or reading the news as previously mentioned.

3) The dependency of the media has changed over time as there have been devices that are convenient for everyday use since they have convergence which allows access to a variety of information and entertainment. Not only that, but services such as BBC iPlayer, 4 On Demand, itv Player and Amazon Prime are all services that provide the user to look back at episodes that they may have missed. In 2006, the Sky+ box launched allowing viewers to reverse back from the TV schedule to look back at episodes that they have missed by going back rather than having to wait for a rerun of the programme that you would wish to view. As well as that, DVD rental shops such as Blockbuster have closed down due to the amount of people changing to electronic versions of the film rather than purchasing the physical copy which shows that viewers would much rather have an on demand service for their media.

4) I agree with the article as there are a lot of pages talking about diagnosing an illness as it is convenient to them as all the information can be found online. Also, phones have become the most useful piece of equipment in a young teenager's life as they would use this to communicate to their friends as it is more convenient. As well as social life, I also agree with the dependency of feeling lost without one since it is a device that is massively used in a day to day basis which would therefore make them feel out of their comfort zone when they have no form of access to the internet as there are a lot of  user generated content provided in YouTube that differs from TV so therefore if they lose their phone, they are losing memories with the photos that they may post on Instagram.

Psycographics Presentation Feedback

WWW: 

1. Good description of the group
2. Expressive presentation style 
3. Good Media Consumption on Discovery Channel and TED Talks
4. Keywords used -User Generated Content
5. Well presented slides

EBI:

1. Tech News Slides?- Add more info
2. Where would they share content?
3. Mettro ?- Add more info

 

Audience Theory

Hypodermic Needle Model

1) This article suggests that since the university students had played a violent video game, they would then act aggressively. This could be due to the violent attributes that are heavily featured that could change the student and therefore make them act more aggressively. Adults who don't play games would automatically trust this and assume that video games could endanger people's lives. 

2) The coverage of the Talk Talk hack shows the young hacker as a bad influence since they highlight his apparent habit of playing video games. This could suggest to the audience that young teenage gamers would be bad. Also, video games have been a common victim as they would have to try and push the blame onto them. This would then make readers assume that gamers are bad and so they would assume that video games cause terrible things. Someone can criticise this by stating the mass number of people who purchase a game should be suspects when yet a small minority of them would ever consider crime. The one criticism is that video games would cause people to change and turn into violent people. This could suggest that the audience are mainly

Two-step flow model

1) The two step flow theory is when the opinions of the audience is influenced by opinion leaders soon after they receive the media.  

2) TotalBiscuit is an opinion leader as he would get the media from publishers such as Activision or any other game publisher and gives his first impressions on the games that he gets. His impressions would then give influence to his audience so that then audiences could have an impressions to either purchase it or not due to his experience playing with that game. 

3) The journalist is the opinion leader as they are expressing their opinions over the majority of celebrities who have more followers compared to politicians such as the Prime Minister and other important figures. And the audience are the readers of this article who are reading the Telegraph.

4) Similar to the Telegraph article, Jamal Edwards is the media and the opinion leaders are BBC. This is because the BBC are reporting and expressing their opinions on the media being Jamal Edwards. 

Uses and Gratifications theory

Diversion: One form of media that would be seen as escapism would be Doctor Who as it follows the adventures of a Time Lord who isn't of human origin venture through time with a companion who is human as they gain new experiences which may interest some viewers into the worlds which the characters travel through.

Personal Relationships: Emmerdale is an example where people would have emotional ties with the characters as they would have stories that the audience could either understand and feel empathy or do see how their favourite character goes on with their lives and the troubles that they would have to overcome.

Personal Identity: These programmes would include realistic facts that the viewer may find useful. The example below is an extract from the BBC three Britain's Biggest Sexists as they explore how genders are treated differently as they explore different platforms ranging from sports to video games. The audience that watches this or are interested in documentaries are most likely going to be interested in this format.

Surveilance: People use the media to get informed or updated about situations that not only affect them nationally but they may also want information from global sources. Channel 4 News has an in-depth look with their reports as they aer known for their investigative reporting upon their topics.

  

Psychographics: Explorer

Psychographics Presentation

My personal psychographic mentions that I'm a reformer. I would agree that a majority of my time that I would act alone like a lone wolf as I would mainly do tasks on my own. However I slightly challenge this idea as sometimes I do end up working in a team as demonstrated with the creation of this presentation. This group is also anti-materialistic which I agree with since I don't accessorize myself with brands on a day to day basis. Overall, I agree with what this psychographic has to say as I could relate with the characteristics.

Institution: CoolBrands research

Apple

Apple are known for trying to innovate their products by introducing new features on their new products that consumers may find unique or useful. This could go down the rich luxurious line of appeal for their premium pricing and their gold variants that people might want. They could also go under Happy Families as products such as the iPad is used by a variety of audiences making it seem like it hasn't got a target demograph as a majority of the apps available are family friendly which further supports this idea that it is used by many. It could also go under self-imprtance and pride as iPhones are quite common and so not owning one would make people seem out of trend so it would be there for those who would want to be apart of a community who owns iPhones. They may seem cool due to their high quality products that are available to the consumers.

YouTube 

YouTube is known for featuring user-generated content as a majority of videos are home made or created by those who would create content such as shorts on YouTube. One of the line of appeals that is featured is comedy & humor as a majority of the viral videos would be entertaining as YouTubers would make content that satisfies their target audience. This would also that YouTube is used as a platform for entertainment as there is a variety of videos that can entertain a majority of people which goes down to the next line of appeal being happy familiies. This could be due to the fact that YouTube is mainstream and so therefore it can be accessed by many. It also supports this line of appeal as it would mainly have content ready for a wide range of audiences and content that is inappropriate would require a You Tube account that would then allow access for them to watch it. This may seem cool as it allows user to present their creativeness on YouTube that others may appreciate. 

Netflix

Netflix is known for their on demand service for films and drama. They have also made their own shows such as Marvel's Daredevil. This can be used by many such as families and others alike as they have made finding films easy with their search so that people can access the dramas that peak their interest. This would support Happy Families as they feature content that families would find easy to access so that their services can be used anywhere as they would then have different audiences due to the wide array of content that is available for those to watch. It could potentially support the Childhood line of appeal as they could offer old shows that may serve as nostalgia to old T.V viewers as they could revist old episodes of their favourite shows on demand. Netflix may seem cool as they offer an on demand service that their consumers may find interseting as there is a variety of shows to choose from. 

Sony

Sony have offered technological products that their consumers would find appealing. They have produced products such as Sony Vegas Pro that creative editors may find useful. This could support the Art, culture & history section of the line of appeals as people can use their creative skills to produce user-generated content that could then be shared. They have produced products such as the Xperia line-up which involve the Xperia Z smartphones that pople could use to access content such as YouTube. They have also made the PlayStation 4 which is a gaming platform that is used by many without any age guidelines. These items can go under Happy Families as a majority of people can access these systems that would then be used for entertainment as well as supporting the Uses and Gratifications theory that also enforces this. nThos may be regarded as cool as they would have different platforms that can appeal to all which would seem to be useful to everyone.

Instagram

This is a social media platform that allows it's users to share the photos that are used to socialise with their followers with photos that would peak their interest. This would enforce the line of appeal that is Self-importance & pride as it offers people the chance to present themselves to their followers and those who are interested. This could also support the line of Beautiful People as users would want to look appealing to get likes on their photos. Instagram mam be regarded as cool as it wouls allow the user to present themselves to the world in a way that they would like to perieve them. 

Narrative

Film Clip: The Amazing Spider-Man

The enigmas that could come across the audiences minds are what will happen to the protagonist? or why couldn't Flash grab the ball? The action codes could be when Flash backs away to signal Peter to charge at him. Peter bounces the ball as though he has free grip towards the ball which frustrates Flash. The equilibrium is when Peter is in school with Flash bullying as usual. The disequilibrium is that Peter decides to challenge Flash which isn't what he would normally do and so humiliate him by beating him. The new equilibrium is that Peter is now in trouble for breaking the net of the basketball potentially causing him to get in trouble. Propp's theory of characters have Peter potentially being the hero for supporting the victim whose work was ruined (prior to the start of the clip). The villain could be Flash as he has been Peter's bully throughout High School and so his humiliation serves as his downfall.

TV Clip: Agent Carter

The enigmas in this clip could be that why are Peggy and Jarvis attacking the men? What are their intentions of doing this in a public area? Are they fugitives that are being chased? Who are hunting them down? The action codes are the fighting that occurs when she takes down one of the men that confront her. There are others with Jarvis smashing a glass onto one of the men. There is a gun pointed at Peggy in the end to show another action code in this scene. This clip starts with the disequilibrium with Peggy identifying potential enemies within the coffee shop. The new equilibrium ends with the SSR capturing Peggy at gunpoint. Propp's character theory has Peggy as the Hero. Jarvis seems to be the Helper. And the SSR agents are the villain as they had engaged Peggy in combat.

Chosen Clip: Star Wars: The Empire Strikes Back

 

The enigmas in this clip are as to whether the Rebels are successful in towing down the AT-AT? or Will the Empire take over Hoth and defeat the Rebels? Why would the Empire want to take over Hoth? Are the AT-ATs indestructible? Can the Rebels survive against the Empire? The action codes are the speedsters (spaceships) that attack the AT-AT as well as the rebels at the trenches shooting towards the AT-AT. There are also some wide shots that present the amount of Rebels that are using their blasters against the Empire. This starts with a disequilibrium with Hoth being the location where the Rebels are defending the Empire's attacks towards their base. In Propp's theory, the Heroes are Rogue Squadron who are piloting the aerial vehicles. The helpers could be the Rebel force that is trying to win this battle. And the villains are the Empire who are attacking. 

Institution: Brand Values

Hasbro

Hasbro is an American toy manufacturer who have made toys and figures tailored towards children. They have made toys such as the Transformers, G.I.JOE, Star Wars, Play-Doh, and other toy brands within the company. As well as toys, Hasbro has also made different type of products such as cartoons with Transformers Prime with later having a toy line that has appealed to children. This would go under the Childhood as those who have grown-up with those brands may have a sense of nostalgia since many of these brands have had over 20 years of production like Transformers. They have also made movies in collaboration with Paramount to make films Like the Transformers live-action films.

This brand is there to entertain young children with toys.

Hasbro in one word: Childhood

Disney

Disney is known for their  movies which revolve around fantasy of princess stories. One of these could involve the story of Frozen. As well as animated movies, they have also made programmes such as the Disney Channel and Disney XD. TV and film isn't their only form of media with their created stories as they have also got the right of both Marvel and LucasFilms. With these two, they own the rights to the Marvel characters such as the Avengers and Spider-Man. Meanwhile with Lucasfilms, they can control the Star Wars franchise. However their lines of appeal would go with happy families and childhood as the family can enjoy watching these films and the storires that are within these would give them a sense of nostalgia.

Disney is known for making family-friendly entertainment.

Disney in one word: Entertainment 

Marvel

Marvel is known for making content of fiction stories based around people with super powers. When they had first started, they had mainly done comics which would appeal to young children. They would later to cartoons that children would like until they later went into the film industry. One of their more successful films would be Iron Man as it had green lit the super hero genre compared to previous attempts. This would then lead onto sequels and movies that have a narrative link onto it. As well as comics and movies, they have made some video-games but weren't very successful. Overall this links towads the line of appeal of childhood and Happy Families. This is due to the ways that they have put comic book heroes into a more lively state.

Marvel is based on creating characters for their audience to enjoy.

Marvel in one word: Fantasy

Microsoft

Microsoft is a company who mainly creates operating systems such as windows and other computerised entertainment. They have been known for creating Microsoft Office which has benefited many workers and students for coursework or other pieces of work that would need to be done. As well as making software, they have also produced laptops such as the Microsoft Surface Pro which has been advertised by Microsoft more recently. They ave also made gaming consoles. Their most recent is the Xbox One which has been an upgrade from it's predecessor. As well as a console, they have a web browser known as edge which is available to Windows 10 users exclusively. This can all relate to happy families as the products can be used by a wide variety of their consumers.

Microsoft designs products for its consumers to enjoy or work.

Microsoft in one word: Advanced

McDonalds

McDonald's is a fast food restaurant which is mainly serve the purpose of serving their customers with meals that they would enjoy. They have branched out globally so therefore it is a well recognised brand that would be recognised by many. They have also offer the wide variety of products that would relate to the season. For instance, they would offer McFlurries during the summer so that customers could easily access the products that would suit the time and day. Others could involve the breakfast that they offer for when it is early in the morning. This would al;l link to the Happy families as the family can enjoy their meals as well as having a social setting.

McDonald's offer meals that every one would enjoy and dine at.

McDonald's in one word: Meals

BBC One Profile

The audience would mainly have an audience of 35+ due to the programmes with a more highbrow theme.The primary channel which achieves all three parts of the remit. It educates people with the documentaries that they would present. They would also inform people with both 6pm and 10pm News programmes. However, the 10pm would appeal to an older audience due to the depth that is within the 10pm variant. And finally it would entertain. Programmes such as Doctor Who or Sherlock would be placed on prime-time such as 7pm. 

Institution Feedback and Learner Response

WWW: Presented the institution decently with some insight in the history of ITV. Well designed slides and good talk about the regulation of ITV and Ofcom.

 EBI: It's a bit too brief. It could have elaborated on the history or the influence that ITV could have on the media. It was quite vague on the overall information. There could also have been some talk about prime time and how advertising between programmes like The Rugby World Cup has an extreme cost. The synergy didn't mention the ITV Encore programme which requires payment to watch as it would also be a source of finance. There was also a lack of a handout so it would've given more of an insight by reading key information. 
ITV: Commercially funded company. It is the biggest earning commercial TV programme with Ofcom regulating them.

The Guardian: Founded by John Edward Taylor. This has an online website that has news articles that people around the world can access. This institution is left wing so therefore it supports Labour.

Twitter: Founded in 2006 by Jack Dorsey. The influence came from freedom of speech so anyone could tweet about their views on a particular topic.This social network has over 304 million users. Twitter can also be used as a means of advertisement with trends that could gain popularity from trending products.

BBC: Funded by the TV Licence, this institution doesn't have commercials or advertisements outside of BBC. The remit consist of Educate, Entertain, and Inform. This only gets regulated by the BBC Trust unlike other TV institutions.

News Corporation: This institution was founded by Rupert Murdoch. This multi-national company has synergy with FOX as both are owned by Rupert Murdoch. They can influence the votes of the election by favouring parties which would then get more promotions.

Sony: Founded in 1946 in Japan and at the early stages had made radios. Their first creations would be the Type-G which was a tape recorder. The products that are later made would be things like TV, Gaming Consoles, Phones, Laptops. As well as electronics, they have also made software such as Sony Vegas Pro which is mainly used to edit videos. 

Viacom: At 2006 Viacom was founded. This company had mainly made TV programmes as well as having some film studios such as Paramount Pictures. The programmes would include Comedy Central, Nick channels, and MTV. Their most popular format is TV Cable

Vivendi: A multinational mass media in France as it mainly specialises in the Music Industry. Founded in France, it has mainly done some work on the film industry as well as having Universal and Dailymotion.

ITV: Presentation

Reading an image

Denotation: It is an RBK advert of 50 Cent with a quote alongside.

Connotation: The image of fingerprints which show his criminal activity as well as camouflage on his cap could suggest to the viewer that rbk products are what would be used in a world with tough times. The scar on his shoulder As well as the serious expression on his face showing a form of determination towards the consumer.  

Colour: The colour scheme is monochrome giving the photo that gritty look as well as supporting that serious tone to highlight his facial features of confidence to the viewer. The colour scheme also makes a sort of serious tone to support the picture of 50 Cent.

Pose: The position that 50 Cent is in shows power as he is facing towards the audience as well as having his scarred shoulder being slightly presented to show a form of power. His stance also portrays power as he is slightly tilted giving a little form of direct address towards the audience.

Framing: 50 Cent is placed to the side with the quote taking the other half of the screen with fingerprints which could show two different sides of 50 Cent's life. Towards the left side, we see 50 Cent but opposite that there's a quote with fingerprints to show that his criminal behaviour was a big part in his life. the logo is also placed onto the quote side which could show that 50 Cent is more popular than Reebok or is at least far more significant.

Composition: The overall build of the advert makes it look like a sort of motivational piece with the quote and the celebrity that Reebok fans would be interested in or aspire to be so they have loyalty towards 50 Cent. The photo of 50 Cent looks to support that dedication that Reebok fans would want from someone like 50 Cent.

Size: The size is pretty big which could show 50 Cent's significance if any celebrity was on an advert as they would be more recognisable so that people might stop to check out the advert and what 50 Cent is promoting.

Type of shot: The shot used here is of a close up on 50 Cent's upper body which allows for the scar to be shown a little but is a minor little feature that fans might understand. There are close ups of fingerprints to show that relation between 50 Cent and crime.

Subject of matter: Since 50 Cent is on front, he would be the selling point for Reebok as his stories might interest youths who are interested in 50 Cent. This could also mean that Reebok would think that 50 Cent has a large audience who would be interested.

Setting: The setting looks to be with 50 Cent who is talking about his experiences which tailor towards crime and what to appreciate compared to what 50 Cent had to go through. This advert also looks to be based around crime from it's dark atmosphere that it is based on.

Lighting: The lighting looks to be centralised on to 50 Cent as he is more recognisable person compared to Reebok so they would have his facial features lit towards him so that then people can see his determined face  that supports the quote.

Dominant/Preferred Reading: Reebok may want their customers to feel empowered when they use their products as he refers to there being no plan b then this could suggest that they would be stronger or have a boost when they have Reebok products equipped. The use of 50 Cent could suggest that Reebok assumes that a majority of their target customers would have an interest in him. The image of 50 Cent and the fingerprint background is split roughly in half which could show a form of importance between his criminal background and his image as a whole. 

Oppositional Reading: On the contrary, people might assume that this could be a bad influence towards their customers as the faint scars on his shoulder connote that the promotional material isn't suited as it would influence people into a theme of crime. Another aspect of the advert that presents an element of criminal activity is the fingerprints. This could show to the customers a criminal identity that they may peruse if they decide to purchase products from Reebok. 

 

Denotation: It is of a costumed protagonist with different characters surrounding him.

Connotation: It shows the protagonist's people that he has met and trusted throughout his journey of becoming Ant-Man. The helicopters in the background could show that sort of fugitive story in this film as well as the Golden Gate Bridge signifying it's location in America.

Colour: The colour is of this light blue which gives it a sort of comic look as it makes the protagonist contrast and stand-out as well as giving this character a relaxed personality.

Pose: The pose of the hero hows a form of confidence against whatever may go in his way. Comparing this to the others, he shows a more prominent role for this film. Also the lighting behind him is showing his significance as a character as well as showing that he is a hero.

Framing: The frame mainly consists of the protagonist being put towards the centre as being the main focus compared to the others that show as a supporting character. Also the mentor character and secret identity are pushed on top compared to the other characters to show that they serve a major role in the plot of the story.

Composition: This advert was made to make the protagonist stand-out as the costume contrast and make it more eye-catchy. The light that illuminates around him also shows that he is a hero in this movie with it being lit more towards the mentor than his secret identity.

Size: The size of the advert looks pretty normal for a standard poster that would be promoting a high end movie. The size of the title and release date could present that these are important pieces of information for the viewer that is keen on watching this film.

Type of Shot: It looks to be a medium shot which has most of the protagonist's costume present to view so that people can finally see the cinematic reveal of Ant-Man's costume for fans to see.   

Subject of matter: Since Ant-Man is in front , it is mainly there to promote the movie so that more people could see the promotional material for people to be intrigued about.

Setting: It looks to be based at America judging by the Golden Gate Bridge that is behind the protagonist.

Lighting: The lighting is fairly bright to display the protagonist and characters to see. It is quite bright which could suggest that this film may not have a dark tone behind it.

Dominant/Preferred Reading: The contrast of colour scheme with the protagonist and the background could suggest that they're trying to highlight this costume since it is the first time that fans of Ant-Man get to see a live action version of their favourite hero. Also the tagline that is with the date is a form of irony that only fans would understand so therefore this promotional material would make sense for an expert in Marvel's history or gallery of heroes. 

Oppositional Reading: Those who are familiar with the action genre wouldn't understand as much so they would have the impression that it would be generic due to the injured face shown at the right hand side of the protagonist. Also the use of helicopters with searchlights would also make the film seem more like a fugitive based story which may not intrigue as many viewers of this advert as Marvel would want to.

Media Consumption Audit

Newspapers
I don't really read newspapers however I do tend to read stories that appear on the front page that intrigue me online via BBC such as crime stories on the news. Besides that, I don't really read many newspapers.


Magazines
I don't buy magazines but I do have an interest in Empire as it has stories about the film industry which I'm keen on. I normally don't read much about celebrities as they don't really have much of an affect into my life or relate to me but the sections I'm interested in are the mainly about the film that is featured in the recent issue if I consider reading the Empire.

Television
Approximately how many hours a week do you spend watching television?
8-9 hours
What times of day do you usually watch television?
6-8 m
What programmes do you like best and why?
The programmes I like best would be Sherlock due to its more modern setting to the detective and The Flash as it brings one of my favourite characters onto live action however I do tend to hate the boring love triangle cliché that occurs in almost every drama I've attempted to watch.
Do you watch alone or with others? If you watch with others, who decides what you will watch?
I watch with my brother most of the time but I mainly tend to take control of what to watch next.
Do you watch 'live' TV or on-demand/catch-up? Do you use any other devices to watch TV (such as laptop of tablet?)
I don't really watch catch-up as I'm a patient person but if I really feel like I miss out then I'll probably use services like BBC iPlayer.

Radio
I don't listen to radio as much as I used to in the past.

Cinema
What films have you seen in the cinema in the last month?
Haven't seen any film in cinema over the past month.
What films have you seen in other places – for example, through rental, satellite film 
channels (free or otherwise) or through video-on-demand?
Satellite film channels such as film 4 when I had recently seen Percy Jackson and the Lightning Thief and I don't always watch films on demand. 
Who else watched the films with you?
My brother always tends to watch TV with me most of the time.
Who decided what films to watch?
It would mostly be me however if my brother finds a decent film to watch then we might watch that instead of what we were planning to watch.
What devices do you typically use to watch films: TV, laptop, tablet, phone etc.?
Most of the tome it would be TV as its more enjoyable on a big screen compared to mobile devices.

Online
How often do you access the internet?
At least everyday.
Where do you access the internet?  At home, at college or school, or at work?
Mainly at home.
What are the main sites that you access?
Most of the time it would be on YouTube as there are lots of content that is ready to watch for me.
What are the main reasons for accessing these sites – for example, for information, to make purchases, communicate with friends or for entertainment?
It would mainly be for entertainment but there would be the off chance where I would need it for information when I'm either studying or completing coursework.
What other activities (if any) do you do whilst accessing the internet?
Not really much.
What different devices do you use to access the internet? What is your primary device for accessing the internet?
Primary would be the computer but I would use an iPhone or iPad on a rare occasion.
What social networks do you use regularly (e.g. Twitter, Instagram)? Why do you belong to these networks in particular?
I don't regularly use social networks but my most used network would have to be Facebook as there is more things that relate to me.