lemon's 2nd media blog (Mr Bush) (Exam)

Notes: Richard Dyer: Stereotyping and power Richard Dyer's theory suggests that the complexity and variety of a group is reduced to a few key characteristics. An exaggerated version of these characteristics is then applied to everyone in the group.  He states that those with power stereotype those with less power.  Therefore, we have stereotypes of non-white people, poor people and women... but not so many of white, middle class men. Medhurst: shorthand that carries value judgements Andy Medhurst suggests stereotyping is  shorthand  for identification. This means we use stereotypes to tell audiences a lot in a short space of time. However, this can carry  value judgements  and therefore be very  negative  for the representation of minority groups. Medhurst gave the example of the representation of gay men:  "The image of the screaming queen does not just mean 'all gay men are like that', it means 'all gay men are like that and aren't they awful', whi

Notes Representation is a crucial key concept in A Level Media. Here we explore how the media represents different people, social groups, places and events - and discuss the impact on society and individuals. The key notes on  representation : Representation  is the process by which the media presents the ‘real world’ to an audience. Media texts are  artificial ,  constructed  versions of reality Even factual media – such as news – goes through processes of  selection ,  organisation and  editing  that shapes its content How are particular  people  and  groups  represented in the media? How and why are stereotypes  created? Why are certain social groups – in both a national and global context –  under - represented  or  misrepresented ? Mediation Media texts are a  construction  of reality, and play an important role in the way we view the world.  Reality is therefore subject to  mediation  which is the process that takes place when a media text’s meaning is cr

Public service broadcasting: notes Public service broadcasting refers to broadcasting intended for public benefit rather than to serve commercial interests. The media regulator  Ofcom  requires certain TV and radio broadcasters to fulfil certain requirements as part of their license to broadcast. All of the BBC's television and radio stations have a public service remit. The history of the BBC The BBC was created in 1922 in response to new technology – the radio (or wireless as it was called then). The BBC was set up to “inform, educate and entertain” – which is still its mission statement to this day.  The BBC funding model: license fee All BBC content (and some of Channel 4’s funding) comes from the License Fee, which costs £147 a year.  You need a TV Licence to: - watch or record live TV programmes on any channel - download or watch any BBC programmes on iPlayer – live, catch up or on demand. Some politicians want to scrap the license fee and change t

According to  Gillian Dyer  (Advertising as Communication, 1988) advertisers use, among other techniques,  lines of appeal  to create brand identities and attract their target audience. Media companies use these images, references or suggestions to tap into our desires and make us ‘feel part’ of the brand. Dyer suggested lines of appeal could be classified into 13 groups: Happy families - everyone wants to belong  Rich, luxurious lifestyles - aspirational  Dreams and fantasy  Successful romance and love  Elite people or experts  Glamorous places  Successful careers  Art, culture & history Nature & the natural world  Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them.  Self-importance & pride  Comedy & humour  Childhood - can appeal to either nostalgia or to nurturing instincts  5 Brands: 1) Nike: I would say the line of appeal that Nike fits into would