Component One - First exam
Media Language is everything on the textual analysis toolkit and the things we talk about
Three adverts we need to know:
- Tide advert
- Kiss of the vampire
- Water Aid
Audience - The consumers of the media product
Audience is so important because it's who the media product is sold to; there is no media product without an audience. Also, Different audiences have different expectations. it's widely accepted that the media influences us, that we're passive, that they can manipulate us.
every media product has a target audience, it's impossible for a media product to appeal to everyone.
primary audience - the first target audience the product is aimed at
secondary audience - the second audience the product is aimed at
T.A.P - text/audience/producer
Text - media product
producer --> text --> audience <--> producer
producer encodes the ideology into the text
audience is decoding the producer's ideology through the text
The Last Of Us:
You can tell that this media product's primary target audience is middle class, older teenage and young adults through the mise-en-scene of the subtle gun held by the female character. We know this also through the binary opposition of a young girl holding a gun which typically wouldn't be; the colour of the gun is brown which is muted and more subtle. You can tell that this game has an emphasis on a storyline because of how the facial expressions are atypical as they look more concerned than most game characters on gaming adverts; an example of a hermeneutic code. also the characters and the setting makes it clearly a post-apocalyptic survival horror. The producer clearly wants to make the female character not particularly appealing to the heterosexual audiences; an atypical representation of women in video games. The Father-daughter relationship is produced by the fact she isn't appealing to audiences and how the male character is in the background instead of typical video game covers in which the male figures are usually in the foreground. Also a secondary audience may be young females who may feel as if seeing a female figure with a gun empowering.
Breaking down audiences:
- Gender
- Class
- Age
- Ethnicity
- Location
A producer often needs to use stereotypes and prejudice assumptions
Hierarchy - a system in which members of an organisation or society are ranked according to relative status or authority.
Problem with placing people into a hierarchy is that it restricts target audiences; jaguar won't advertise their cars while Jeremy Kyle is on for example because of how the people watching typically wouldn't be able to afford those cars.
Tesco's food love stories:
The Primary audience is most probably families because of how it's Tescos so it would be relatively cheap. The secondary audience would be heterosexual women as the male figure may be sexually attractive to some, some finding a male who cooks as a desirable image. Implies it is an easy recipe as the stereotype that a man can cook it so it must be quick and easy, making it an atypical representation. We know this man is a dad because of how he's middle aged and the mise-en-scene of the drawing on the fridge, most likely drawn by his child. This is a stereotypical representation of a dad; David is giving the audience a direct mode of address, making you feel comfortable. We might infer that David is middle class and we might imply that the background colour of green might make us feel healthy; the messy look of the curry makes the audience feel it's made with love as it isn't perfect looking. We can also know that the target audience isn't children because of how not many teenagers go and buy a curry from tescos and will only buy lunch most of the time.
Media Language is everything on the textual analysis toolkit and the things we talk about
Three adverts we need to know:
- Tide advert
- Kiss of the vampire
- Water Aid
Audience - The consumers of the media product
Audience is so important because it's who the media product is sold to; there is no media product without an audience. Also, Different audiences have different expectations. it's widely accepted that the media influences us, that we're passive, that they can manipulate us.
every media product has a target audience, it's impossible for a media product to appeal to everyone.
primary audience - the first target audience the product is aimed at
secondary audience - the second audience the product is aimed at
T.A.P - text/audience/producer
Text - media product
producer --> text --> audience <--> producer
producer encodes the ideology into the text
audience is decoding the producer's ideology through the text
The Last Of Us:
You can tell that this media product's primary target audience is middle class, older teenage and young adults through the mise-en-scene of the subtle gun held by the female character. We know this also through the binary opposition of a young girl holding a gun which typically wouldn't be; the colour of the gun is brown which is muted and more subtle. You can tell that this game has an emphasis on a storyline because of how the facial expressions are atypical as they look more concerned than most game characters on gaming adverts; an example of a hermeneutic code. also the characters and the setting makes it clearly a post-apocalyptic survival horror. The producer clearly wants to make the female character not particularly appealing to the heterosexual audiences; an atypical representation of women in video games. The Father-daughter relationship is produced by the fact she isn't appealing to audiences and how the male character is in the background instead of typical video game covers in which the male figures are usually in the foreground. Also a secondary audience may be young females who may feel as if seeing a female figure with a gun empowering.
Breaking down audiences:
- Gender
- Class
- Age
- Ethnicity
- Location
A producer often needs to use stereotypes and prejudice assumptions
Hierarchy - a system in which members of an organisation or society are ranked according to relative status or authority.Problem with placing people into a hierarchy is that it restricts target audiences; jaguar won't advertise their cars while Jeremy Kyle is on for example because of how the people watching typically wouldn't be able to afford those cars.
Tesco's food love stories:The Primary audience is most probably families because of how it's Tescos so it would be relatively cheap. The secondary audience would be heterosexual women as the male figure may be sexually attractive to some, some finding a male who cooks as a desirable image. Implies it is an easy recipe as the stereotype that a man can cook it so it must be quick and easy, making it an atypical representation. We know this man is a dad because of how he's middle aged and the mise-en-scene of the drawing on the fridge, most likely drawn by his child. This is a stereotypical representation of a dad; David is giving the audience a direct mode of address, making you feel comfortable. We might infer that David is middle class and we might imply that the background colour of green might make us feel healthy; the messy look of the curry makes the audience feel it's made with love as it isn't perfect looking. We can also know that the target audience isn't children because of how not many teenagers go and buy a curry from tescos and will only buy lunch most of the time.
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