Textual analysis qu1

• Point - identify either visual code, technical code or how narrative is constructed

• Evidence - explain how this is done, with reference to scene/construction in music video

• Explain - what it means - representation issues, audience appeal

Print Media

• Over the next few weeks, we will going through thorough research and understanding of print media.

• This will include analysis of CD covers, print adverts, film posters, magazines, web page and today we will begin looking at this concept today.

• You will be given a resource book, with lots of different examples which will be used as a lesson resource and will be important to bring this in each lesson.

• It is almost important to start collating your own examples and annotating those for good practice to build your knowledge and understanding of the technical codes, audiences and representation. It is essential you do this by either using a blog, sketchbook or folder.

Todays Session

• Technical codes in print texts

• Visual codes

• Language and mode of address

• Print advert analysis

Technical CodesEach piece of print media is constructed.

Designers and institutions employ a range of techniques designed to appeal to and attract an audience.

• Layout and design - each piece of print media has technical conventions. But can also include the use of colour, font style, text positioning and size. Audiences will expect consistency - magazines have a house style, companies use iconography and other visual codes, there are genre conventions.

Technical Codes

• Photography and camera shots - choice of shots communicate meaning as well as visual codes of person/object.

• Lighting - choice of lighting set-ups can communicate meaning.

Technical Codes

• Use of colour - audiences connotate meanings with different colours.

• Graphics - choice of graphics, size, shapes, colours, positioning all communicate different meanings.

• Post-production techniques - images can be manipulated in software for different reasons and meanings.

• Layout and design

• Camera shots and photography

• Lighting

• Use of colour

• Graphics

• Post-production techniques

• Does this suggest, who there audience may be, how?

Task 1 - Technical Codes• Analyse the technical codes of the perfume adverts (use one pen colour) and what meaning is being

suggested.

• Consider the layout and design


• Lighting

• Use of colour

• Graphics



Visual Codes

• Messages are encoded by…

• the media producers

• Messages are decoded by

• the audiences

• Polysemic - Texts have more than one meaning contained within them and therefore can be interpreted in different ways

Visual Codes• Media texts can transmit meanings to an audience through visual codes.

• Clothing - genre conventions, can communicate a meaning quickly for instant effect and message

• Facial Expression - facial expression works with shot types and mode of address to communicate meaning.

• Gesture - made towards audience or somebody/something else.

• Technique - using connotations to create meaning. E.g. black and white photography may suggest sophistication. Soft focus may be romantic and emotion.

Visual Codes!

• Colour - connotations and also target audience, particularly gender.

• Iconography - objects, setting and backgrounds within a media text can be analysed for meaning. Icons have denotation meanings and connotation meanings.

• Images - always been placed for a reason, what do they mean?

• Graphics - also have significance, text may coney information, font may have a meaning and clues to genre.

Task 2 - Visual Codes

How do each of this contribute towards create meaning? !

• Clothing • Facial Expression • Gesture • Technique • Colour • Iconography • Images • Graphics

Task 1 - Technical Codes



• Lighting

• Use of colour

• Graphics



Mode of address• Register - The spoken or written register of a media text is the range and variety of

language used within the text. This will change according to the purpose of the text and its target audience.

• Informal - use of slang, colloquial vocabulary and personal pronouns to engage target audience.

• Formal - use of complex vocabulary and writing style.

• Direct - subject of the text directly communicates with the audience. Make audience feel more involved, often persuading us to look and listen.

• Indirect - subject of the texts interacting with each other rather than the audience.

Task 3 - Mode of address

• Hard Sell - In your face advertising, usually short, loud and clear and gets to the point.

• Soft Sell - These adverts are much more subtle and attempt to sell a lifestyle rather than a product. The actual product may not be obvious.

• Appeal - Adverts try to appeal to something within us so that we feel we need to buy in to the product - greed, security, own identity. Some use the ‘herd instinct’ appeal - persuading us that everyone will have the product and we will be left behind.

• When analysing, these modes of address often lead us to identitfy a clear audience

Task 3 - Mode of Address

Consider if the perfume ad speaks / appeals to audience and the effect this has?

!

• Formal or informal?

• Indirect or direct?

• Hard or soft sell?

• Appeal?

Task 4 - Language• Lexis - the actual words used by texts. What are trying to suggest?

• Hyperbole - over-exaggerated language used to create a dramatic effect

• The imperative - these are words or phrases that contain a command or order, often use exclamation marks.

• Ellipsis- sentences are incomplete and finished with a set of dots… the words needs to be filled in by the reader.

• Colloquialism - informal expression that is more often used in casual conversation than in formal speech or writing.

CD COVERS

• A CD cover and the digipak are an important part of the way in which the performer creates their star image.

• Meaning that the artist can market themselves to an existing and new audience.

WHAT DO YOU EXPECT ON A CD COVER AND DIGIPAK?

• Name of the band/artist

• Record label logo/name

• Track listings

• Advisory warnings

CONVENTIONS OF CD COVERS

A central image

• This may be a photograph of the performer, art work or an image related to the theme of the CD.

• If the image is of the performer then the mode of address may be direct in order to attract the attention of the audience.

• The iconography surrounding the image and the visual codes may encode clues as to the genre and style of the music.


Star image

• Consider how the image of the star has been constructed on the front cover.

• All the aspects of the image have been considered to encode a meaning and transmit a set of messages to the audience.

• Consider visual codes - clothing, expression and colour.

• There may be a Unique Selling Point (USP) associated with the CD cover that will attract the audience.


Design and layout

• The design features, font styles and letting may reflect the music genre of the performer or the theme of the CD.


Genre

• Important for producers to communicate the genre of the music to a potential audience.

• This may be done through a combination of images and visual codes commonly associated with the style of music.

• Graphics - connotations with Great Gatsby, existing audience (contemporary film) - 1920s jazz, glamour, riches,

• Title - surrounded by graphics that have connotations with old-fashioned/traditional cinema.

• Copy / typography - font has connotations with shows/performance/broadway - JN may be as big.

• Black & Gold graphics - denotation; art deco, connotation; 70s - JN is traditional and may incorporate these styles/eras of music within Tribute.

• Indie/alternative - abstract and different

• Genre - iconography suggests Jazz and Soul (traditional broadway theme). A contemporary twist because he is young and dressed fashionably.

• VC / Expression - emotion suggests mood of album (serious/soulful)

• Stylised - rebel, important messages and themes within album?

• Wrapped in an American flag - his American status/identity comforts him (patriotic). American dream, freedom.

• Proud of being American, uses $ in name (brand identity).

• Oppressed by US society - backed up by being watched? Ethnic prejudices?

• Black bar - censorship banner

• Static television - being watched, CCTV, on the news.

• ‘Long.Live.A$AP’ - important icon in society - may contradict American principles and social status.

F I L M P O S T E R S

K E Y C O N V E N T I O N S A N D T E X T U A L A N A LY S I S

T O D AY S S E S S I O N

•Film poster codes and conventions

•Question 1 practice

What are the purposes of film posters?

P U R P O S E S O F F I L M P O S T E R S

• One of the marketing techniques used by the film industry to promote a new film to an audience.

• They are a hook, used to persuade an audience to come and see the film.

• Hook - This is the element of a media text that catches the attention of the audience and draws them in.

• To be able to present the key elements of the film quickly.

P U R P O S E S O F F I L M P O S T E R S

• The film poster must therefore encapsulate the film in the images and words contained within it.

• Enigma - often used to raise questions and encourage audiences to want to come and watch the film in order to discover the answers.

• Teaser campaigns use this effectively - this is when the film posters are part of a sequence of adverts whose aim is to release more information about the film gradually in the run of to the release.

G E N R E I N D I C AT I O N S

• The images and copy on the poster will usually give a clue to the genre

• Copy - This is the writing on the media text

I CONOGRAPHY

• This is another clue to the genre of the film. The objects, background, clothing and setting will establish the genre of the film.

P R O M I S E O F P L E A S U R E

• These are the words and phrases that tell the audience what they will experience through watching the film, e.g. fear, laughter etc.

STARS

• Actors can be associated with genre and style.

S TA R B I L L I N G

• Positioning of the images and stars can suggest role and sometimes their is a hierarchy of importance.

TAG - L INE

• Memorable phrase that becomes associated with the film and appears on marketing material.

T H E I M A G E

• Can suggest narrative, (disruption of equilibrium), genre, role of characters

L A N G U A G E A N D M O D E O F A D D R E S S

• Language can be persuasive and make use of hyperbole

E X P E R T C R I T I C I S M

• Quotes from newspapers, film magazines and reviews suggesting the quality of the film and making it a ‘must see’.

Hook

Enigma

Copy

Iconography

Promise of Please

Stars

Star Billing

Tag-Line

The Image suggests?

Language & Mode of Address

Expert Criticism

TA S K 1

• Choose a film poster and annotate the conventions.

• Identify the conventions and suggest why and how they’ve used visual and technical codes to construct;

• representation (age, gender, ethnicity)

• techniques to target audience

• construction of narrative

• establishing genre

Q U E S T I O N 1 P R A C T I C E

You will be deconstructing/textual analysis of two film posters

•Point - identify either a convention visual code, technical code (layout and design) or reference to how genre is constructed and introduce your idea of meaning/purpose.

•Evidence - refer to the imagery and how it may have been constructed, referring to technical and visual codes.

•Develop - Suggest the purpose and meaning by linking to

•film genre iconography and conventions

•intertextuality

•Either discuss both posters for each point or analyse one poster at a time.

•Make sure you are using correct terminology

•Question 1 = 40 marks

•Duration = 60 minutes (15 minutes to annotate, 45 to write response)

O V E R H A L F - T E R M

• Complete response to Question 2 of exam paper (take paper and posters with you, available on wjec.ac.uk)

• Friday 21st Feb - I will be in college from 10am to assist with coursework or to go through any exam content. If you wish to come in, please email me in advance so I can inform reception.

• Any drafts you have submitted in last week - collect on Friday PM in G203

FILM POSTERS THE CONVENTIONS

ONE OF THE MARKETING TECHNIQUES USED BY THE FILM INDUSTRY TO PROMOTE A NEW FILM TO AN AUDIENCE. THEY ARE A HOOK, USED TO PERSUADE AN AUDIENCE TO COME AND SEE THE FILM. HOOK - THIS IS THE ELEMENT

OF A MEDIA TEXT THAT CATCHES THE ATTENTION OF THE AUDIENCE AND DRAWS THEM IN. TO BE ABLE TO PRESENT THE KEY ELEMENTS OF THE FILM QUICKLY. THE FILM POSTER MUST THEREFORE ENCAPSULATE THE FILM IN THE IMAGES AND WORDS CONTAINED WITHIN IT. TEASER CAMPAIGNS USE THIS EFFECTIVELY - THIS IS WHEN

THE FILM POSTERS ARE PART OF A SEQUENCE OF ADVERTS WHOSE AIM IS TO RELEASE MORE INFORMATION ABOUT THE FILM GRADUALLY IN THE RUN OF TO THE RELEASE.

THE IMAGE CAN SUGGEST NARRATIVE, (DISRUPTION OF EQUILIBRIUM), GENRE, ROLE OF CHARACTERS COPY - THIS IS THE WRITING ON THE MEDIA TEXT. LANGUAGE CAN BE PERSUASIVE AND MAKE USE OF

HYPERBOLE THE IMAGES AND COPY ON THE POSTER WILL USUALLY GIVE A CLUE TO THE GENRE. THIS IS ANOTHER CLUE TO THE GENRE OF THE FILM. THE OBJECTS, BACKGROUND, CLOTHING AND SETTING WILL

ESTABLISH THE GENRE OF THE FILM. ENIGMA - OFTEN USED TO RAISE QUESTIONS AND ENCOURAGE AUDIENCES TO WANT TO COME AND WATCH THE FILM IN ORDER TO DISCOVER THE ANSWERS.

PROMISE OF PLEASURE - !YOU WILL EXPERIENCE THIS IF YOU REMEMBER ALL THESE CONVENTIONS

STAR NAMES!ACTORS CAN BE ASSOCIATED WITH GENRE AND STYLE.STAR BILLING!POSITIONING OF THE IMAGES AND STARS CAN SUGGEST ROLE AND SOMETIMES THEIR IS A HIERARCHY OF IMPORTANCE.

THE MOST AMAZING RESOURCE EVER! A TAG-LINE - MEMORABLE PHRASE THAT BECOMES ASSOCIATED WITH THE FILM

AND APPEARS ON MARKETING MATERIAL.

“SUGGESTING THE QUALITY OF THE

FILM AND MAKING IT A ‘MUST SEE”

EXPERT CRITICISM

COMPUTER GAMES COVERS

Conventions

RECAP

• Last week - gender representation, through the deconstruction of computer game covers.!

• NOTE. Coursework - everything due in by end of week.

TODAYS SESSION

• Conventions of covers of front and back of computer games cover!

• Develop skills in textual analysis

Computer Game Cover Conventions


• A central image that attracts the attention of the user. This may be similar to that used on other publicity material. If the game is part of a series then the user may recognise the character and/or the style of artwork.!

• Characters - these may be recognisable to the users of the game. Representations of characters will be represented and their image will be developed.!

• Narrative - the covers will give narrative teasers and enigmas to persuade the audience they want to play the game. These may be the plot situations included in the thumbnails that usually appear on the back of the games cover. There will also be a story synopsis on the back cover that will be delivered in dramatic and hyperbolic language.!

• Tag line - This may sum up the game, be a memorable/iconic phrase. It can appear on the front or back of cover. !

• Expert comments - these may include quotes from reviews included in game magazines, newspapers or celebrity endorsement. !

• Subject specific lexis - an understanding of the language involves ‘real’ gamers and excludes others. !

• Setting and iconography - the game cover will suggest where the game is set and will have appropriate iconography. The artwork may be to a high standard to suggest quality of graphics.Game covers can be compared to film posters as they’re similar in style and purpose - they sometimes look like film posters.!

• Technical codes - the covers will include a range of camera shots and angles to simulate a filmic experience to the user. The screenshots will also give an idea of the

interactivity of the game. !

• Language and mode of address - this may directly address the user and include lexis related to gameplay. It will also give the user promises of pleasure involved with playing the game.!

• Industry information - this will include the certification, the name and logo of the producer, the format and any warnings regarding use of the game.

• User - This term suggests involvement and interactivity. The audience of game ‘uses’ the text - making choices and decisions that affect their progress. A user is much more active rather than passive. !

• Teasers/Enigmas - Clues to what happens in the game. Some information is withheld from the user so they purchase game to find out the answers.!

• Thumbnails - Small screenshots from gameplay.!

• Story synopsis - Summary of storyline to give the user an idea of what happens in game.!

• Subject-specific lexis - This is the language used in a media text that relates specifically to that text. Non-users of the text will not understand the language and therefore will be distanced from the text. Those who understand will feel involved in the world of the text.!

Remember!

Technical Codes - Layout and design, camera shots and photography, lighting, use of colour, graphics and typography, and post-production techniques!

Visual Codes - Clothing, facial expression, gesture, technique, colour, iconography, images, graphics

key terms

COMPUTER GAMES COVERS.!PURPOSES?

• Promote the game!

• Give an audience a taste of what they will experience when the purchase and play the game!

• Computer games cover have a set of conventions

CONVENTIONS OF !COMPUTER GAMES COVER

• A central image that attracts the attention of the user. !

• This may be similar to that used on other publicity material. If the game is part of a series then the user may recognise the character and/or the style of artwork.!

• User - This term suggests involvement and interactivity. The audience of game ‘uses’ the text - making choices and decisions that affect their progress. A user is much more active rather than passive.


• Characters - these may be recognisable to the users of the game.!

• Representations of characters will be represented and their image will be developed.



• Story synopsis - Summary of storyline to give the user an idea of what happens in game.


• Narrative - the covers will give narrative teasers and enigmas to persuade the audience they want to play the game!

• These may be the plot situations included in the thumbnails that usually appear on the back of the games cover.!

• There will also be a story synopsis on the back cover that will be delivered in dramatic and hyperbolic language.

• Expert comments - these may include quotes from reviews included in game magazines, newspapers or celebrity endorsement.

CONVENTIONS OF !COMPUTER GAMES

COVER

• Tag line - This may sum up the game, be a memorable/iconic phrase. It can appear on the front or back of cover.


• Subject specific lexis - an understanding of the language involves ‘real’ gamers and excludes others.!

• Subject-specific lexis - This is the language used in a media text that relates specifically to that text. Non-users of the text will not understand the language and therefore will be distanced from the text. Those who understand will feel involved in the world of the text.


• Setting and iconography - the game cover will suggest where the game is set and will have appropriate iconography. !

• The artwork may be to a high standard to suggest quality of graphics.!

• Game covers can be compared to film posters as they’re similar in style and purpose - they sometimes look like film posters.


• It may include intertextuality - using one text within another.!

• Intertextuality could make reference to other forms of media, religion and cultures.!

• Intertextuality allows the audience/user to make connotations.!

• It could be used for!

• Homage - pay tribute to previous works!

• Parody - mock or make light-hearted reference for comical purposes


• Technical codes - the covers will include a range of camera shots and angles to simulate a filmic experience to the user. The screenshots will also give an idea of the interactivity of the game.


• Language and mode of address - this may directly address the user and include lexis related to gameplay. It will also give the user promises of pleasure involved with playing the game.

TASK 1 - !CONVENTION ANNOTATIONS

Choose a video games cover and annotate the conventions of the computer games cover.!

Identify the conventions and suggest why and how they’ve been used;!

• representation (age, gender, ethnicity)!

• techniques to target audience!

• construction of narrative!

• establishing genre

TASK 2 -!WHEN APPROACHING A TEXTUAL ANALYSIS OF A

COMPUTER GAME COVERPoint!Identify the use of a convention!!

Evidence !Refer to the imagery and how it may have been constructed, referring to technical and visual codes.!!

Develop!Suggest the purpose and meaning - link to !• genre iconography!• narrative construction!• representations of subjects - age, gender, ethnicity,

national/regional identities, issues and events!• target audience and how cover is attracting this audience!• intertextuality

TASK 3 -!PEER FEEDBACK

• Note down strengths and weaknesses of the analysis. Consider ;!

• Reference to conventions!

• Correct use of terminology!

• Consideration of technical and visual codes and what they mean!

• Consideration of narrative and genre!

• Consideration of representation and audience!

• Support of appropriate theory

C O M P U T E R G A M E C O V E R R E C A P

Setting and iconography

Expert comments

Tag line

Central image

Story synopsis

Characters

Thumbnails

Industry information

As well as these, remember;!

• Narrative!• Genre!• Subject-specific lexis!• Technical codes!• Language!• Mode of address!• User!• Teaser / enigmas!• Visual codes



• A central image that attracts the attention of the user. This may be similar to that used on other publicity material. If the game is part of a series then the user may recognise the character and/or the style of artwork.!

• Characters - these may be recognisable to the users of the game. Representations of characters will be represented and their image will be developed.!

• Narrative - the covers will give narrative teasers and enigmas to persuade the audience they want to play the game. These may be the plot situations included in the thumbnails that usually appear on the back of the games cover. There will also be a story synopsis on the back cover that will be delivered in dramatic and hyperbolic language.!

• Tag line - This may sum up the game, be a memorable/iconic phrase. It can appear on the front or back of cover. !

• Expert comments - these may include quotes from reviews included in game magazines, newspapers or celebrity endorsement. !

• Subject specific lexis - an understanding of the language involves ‘real’ gamers and excludes others. !

• Setting and iconography - the game cover will suggest where the game is set and will have appropriate iconography. The artwork may be to a high standard to suggest quality of graphics.Game covers can be compared to film posters as they’re similar in style and purpose - they sometimes look like film posters.!

• Technical codes - the covers will include a range of camera shots and angles to simulate a filmic experience to the user. The screenshots will also give an idea of the

interactivity of the game. !

• Language and mode of address - this may directly address the user and include lexis related to gameplay. It will also give the user promises of pleasure involved with playing the game.!


• User - This term suggests involvement and interactivity. The audience of game ‘uses’ the text - making choices and decisions that affect their progress. A user is much more active rather than passive. !



• Story synopsis - Summary of storyline to give the user an idea of what happens in game.!

• Subject-specific lexis - This is the language used in a media text that relates specifically to that text. Non-users of the text will not understand the language and therefore will be distanced from the text. Those who understand will feel involved in the world of the text.!

Remember!

Technical Codes - Layout and design, camera shots and photography, lighting, use of colour, graphics and typography, and post-production techniques!

Visual Codes - Clothing, facial expression, gesture, technique, colour, iconography, images, graphics, intertextuality and genre conventions.

key terms

H O W C A N S E M I O T I C S H E L P C O N S T R U C T A N A N A LY S E ?

• Connotations have meanings

• They can suggest ideologies and values

• They can help suggest target audience/s and also construct representations

• Semiotics can be identified with visual codes and iconography, but meaning can be enhanced by technical codes

C O N S T R U C T A S E M I O T I C A N A LY S E O F T H E G A M E C O V E R

• Consider all elements of cover (visual codes and technical codes)

• What connotations do you make with the imagery.

1. Identify the denotation (convention and visual, technical codes)

2. What connotations can you establish?

3. What purpose do these connotations serve? Consider audience appeal and representations

GENRE

• Genre is the type or category of a media product.

• Each genre has its own set of conventions or repertoire of elements that are recognised to audiences.

• They are what place the text in that particular genre.

• These key conventions are recognised and understood by audiences by being repeated over a time.

GENRE

The repertoire of elements can be broken down into key areas;

• Narrative

• Characters

• Iconography and setting

• Technical codes

• Audio codes

Print MediaAnalysing Magazine Front Covers

Todays Session

• Recap on magazine front cover layout and design key terms

• Identifying the target audience and techniques to attract audience

• Representation of age

Magazine Front Covers• In the UK, there are a vast range of

magazines, with different titles available across sub-genres !

• Sub-genres - smaller groups within a larger type of media text.!

• Example - Music - NME, Q, Rolling Stone, Kerrang!

• We are able to identify sub-genres by analysing the covers of magazines.

Purpose of front covers of magazines?The aim of a magazine front cover is:!

• Eye-catching to attract and appeal to potential reader!

• Big titles/text!

• Offer/competition!

• Main image!

• Genre conventions - sub-genre, house style (colour, text, iconography)!

• Celebrity image/endorsement !

• Provide information/overview of the content of magazine!

• Iconography used to establish genre; allow reader to identify genre.

Masthead -!Usually name of magazine. With the font, colour and style it may give clues to the genre.

Slogan / tag line -!Often a claim or what the magazine aims to do.

Central Image -!Uses somebody ‘of the moment’ and relates to genre and audience interests

Lead Article -!Relates to central image.

Cover Lines -!These suggest the content to the reader and often contain teasers and rhetorical questions

Sell line - !Used to persuade a consumer to buy it instead of competitorsPuffs -!Offers & competitions

Do not forget visual codes

• Clothing!

• Expression!

• Gesture!

• Technique!

• Use of colour!

• Iconography!

• Images & mise-en-scene!

• Graphics

Do not forget technical codes

• Layout and design!

• Camera shots!

• Lighting!

• Use of colour!

• Graphics!


Language and mode of address ‘The written language of print texts’.

• Lexis !

• Hyperbole !

• Imperative !

• Ellipsis !

• Colloquialisms !

• Informal mode of address!

• Formal mode of address!

• Direct mode of address!

• Indirect mode of address

Language and mode of address ‘The written language of print texts’.

• Lexis - could be subject specific.!

• Hyperbole - exaggerated language to promote excitement!

• Imperative - to suggest a sense of urgency !

• Ellipsis - used as enigma codes to encourage purchase!

• Colloquialisms - use of slang and informal language to create relationship between audience and reader!

• Informal mode of address - slang/colloquial vocabulary and use of personal pronouns - to feel friendly, as if talking to reader.!

• Formal mode of address - complex vocabulary and writing style to appear more serious and sophisticated. Can be backed up with visual codes (expression and costume).!

• Direct mode of address - subject of text communicates directly to reader; making eye contact, drawing in readers.!

• Indirect mode of address - subject is not looking directly to reader; audience is looking in.

Representation of age

Front cover of magazines!Analysing visual codes, technical codes, use of

language and mode of address

Task 2 Representation of age within magazine front covers

1. The central image and layout and design - !

• Who is it in central image? Their age?!

• Are they glamourised, sexualised (visual and technical codes)!

• Are they a realistic representation of an older person?!

2. Use of language - !

• Do the cover lines, puffs, tag-lines address age!

• How are they addressing audience? Use of language (key terms).

Saga MagazineWho is the audience?

Can you identify who the audience is through analysing the front cover of magazine?

Consider;

• Technical codes

• Visual codes


Rate Cards

• Magazine and publisher distribute a package to potential companies who could pay to advertise!

• It can provide information on magazine’s market/audience and readership.!

• Demographics - age, gender, region, occupation and income!

• Psychographics - lifestyle, family, media interests, consumer habits.

Task 3 Magazine Research - Audience & Representation

Research a UK glamour, fashion, lifestyle magazine;!

• Who is the magazine’s audience? Rate card!

• Textual analysis of 3 different covers (with last 5 years) from the same magazine;!

• Cosnider how visual and technical codes communicate the ideology of the magazine !

• Language and mode of address!

• Representation of age, gender!

• How might different audiences respond to the text?

N A R R AT I V E I N P R I N T M E D I AM S 1 - Q U E S T I O N 1

PA S T Q U E S T I O N S

• In 2/3s, design a plan to both of the following questions;

1. With reference to your own detailed examples, explore how audiences are categorised by the producers of media texts.

2. With reference to your own detailed examples, explore the representation of young people in the media today.

1. With reference to your own detailed examples, explore how audiences are categorised by the producers of media texts.

H O W A U D I E N C E S A R E C AT E G O R I S E D

E X A M P L E S

Age Demographics - D and E (students)

The Inbetweeners - appeal using language, regional identity, casting, gender, jokes

Visual codes - mise-en-scéne Demographics - C1, B, A

The Grand Budapest trailer - use of pinks, 1920s iconography

Age Lego Movie - lego appeals to different generations, use of DC Comic Book heroes (costume)

Content Lads’ Mags - cover lines appealing to interests of younger men, sport, alcohol and women

Language - subject-specific lexis Call of Duty uses language that may alienate some audiences because of references to gaming experiences and ‘battle’.

NEWSPAPERS IN THE UK

BROADSHEET NEWSPAPERS IN THE UK• The Times & The Sunday Times !!

• The Guardian & The Observer!

• The Daily Telegraph & The Sunday Telegraph! !

• Financial Times!

• The Independent & Independent on Sunday!

• i

TABLOIDS NEWSPAPERS IN THE UKMiddle Market;!

• Daily Mail & Mail on Sunday!

• Daily Express & Sunday Express!

Tabloids;!

• The Sun & The Sun on Sunday!

• Daily Mirror & Sunday Mirror!

• Daily Star & Daily Star Sunday!

• The People

NEWSPAPERS IN THE 21ST CENTURY

• For newspapers to survive in a digital, multimedia world, where audiences want information in bite-sized chunks, they’ve expanded in the market of smart-phone applications, Twitter and video service.!

• However, print newspapers, and in particular, their front pages still have a role to play in how we receive the news on a daily basis.

WHO CHOOSES THE NEWS?!NEWS VALUES AND PUBLIC INTEREST

• Although newspapers are dealing in facts and suggest they are telling the truth.!!

• Windows on the world - the suggestion that the news programmes, newspapers and documentaries offer a realistic representation of what is going on in the world.!!

• In fact, all news is constructed. The producer/editor of the newspaper will decide to a present a news story, based on the style of newspaper (tabloid/broadsheet), its ideology and the audience that will read it.


• The same news is available to all the newspapers every day. How do they decide what to publish in their paper.!!

• Gatekeepers - they decide which stories are newsworthy for their paper.


• News values are the criteria that will influence the decisions made by the owners, editors and journalists about which stories will appear in the newspaper.!!

• They will then decide on their approach to story, where it appears (dominance/amount of coverage). This is known as the news agenda

NEWS VALUES• Threshold: the bigger the story the more likely it is to get onto the news story.!

• Negativity: bad news is more exciting and interesting than good news.!

• Unexpectedness: an event that is a shock or out of the ordinary.!

• Unambiguity: events that are easy to report and are not complex will be higher up the agenda of some newspapers.!

• Personalisation: news stories that have a human interest angle are more likely to appear in some newspapers. Readers are interested in celebrities, and stories have more meaning if they’re personal.!

• Proximity: the closer to home the story is, the more interested the reader.!

• Elite nations/people: stories about important people and powerful nations, e.g. the USA, will be higher up the agenda.!

• Continuity/currency: stories that are already in the news continue to run and are updated as new aspects to the story appear.

WHAT NEWS VALUES HAVE BEEN CONSIDERED IN CHOOSING TODAY’S FRONT PAGE STORIES?

• What does the news values suggest about the newspapers values and ideologies (including style - broadsheet/tabloid)?!

• Consider the representations of subjects/stories!

• Who do you believe is the target audience for this newspaper? !

• How is the front cover appealing to this audience? !

• Consider how different audiences may respond to the front page

F O R M S O F P R I N T A D V E R T I S E M E N T S

• magazines

• buses

• billboards

• bench

• flyers / leaflets

• on buildings

• newspapers

• interactive/information screens

• bus stops

• trains / train stations

• underground

• posters

• banners

• side of vehicles

• clothing

• digipaks

• sandwich board and signs

W H O A D V E R T I S E S A N D W H Y ?

• companies and businesses to market products

• large-brand companies and smaller companies

• media - television producers, film industry, websites and social media, magazines, video games

• company partners

• restaurants and food establishments

• literature and authors

• charities - awareness and donations

• for sales and offers

W H O A D V E R T I S E S A N D W H Y ?

• Makers of consumable products - these are products that we use regularly and that need to be replaced; food and cosmetics

• Charities - raise awareness and encourage donations.

• Government departments - NHS; health issues, political election campaigns.

• Event organisers - boost sales and promote event to wider audience

• Educational establishments - persuade people to study there.

• Media products - films, CDs, TV shows, newspapers, magazines.

P U R P O S E S O F P R I N T A D V E R T I S E M E N T S

• They have to transmit messages quickly as they catch the attention quickly.

• Advertisers need to persuade us to stop and then persuade use to buy what we want and desire rather than what we actually need.

• Sometimes it isn’t always to sell a consumable product

• Whatever is being advertised, the company will need to develop and establish brand and brand identity - this will be what an audience recognises.

• Brand - That which identifies one company’s product from another. Ways of doing this?

• Brand identity - The connotations the audience makes with brand. This is built up over time

R E C A P U N D E R S TA N D I N G P R I N T A D V E R T I S E M E N T S

• Technical codes - layout and design, photography and shot types, lighting, use of colour, graphics, post-production techniques

• Visual codes - clothing, facial expression, gesture, technique, colour, iconography, images, graphics

• Language and mode of address - the advertisement needs to ‘speak’ to its audience.

O T H E R F O R M S O F M O D E O F A D D R E S S T O A U D I E N C E S

• Hard Sell - In your face advertising, usually short, loud and clear and gets to the point.

• Soft Sell - These adverts are much more subtle and attempt to sell a lifestyle rather than a product. The actual product may not be obvious.

• Appeal - Adverts try to appeal to something within us so that we feel we need to buy in to the product - greed, security, own identity. Some use the ‘herd instinct’ appeal - persuading us that everyone will have the product and we will be left behind.

• When analysing, these modes of address often lead us to identitfy a clear audience

Technical CodesEach piece of print media is constructed.

Designers and institutions employ a range of techniques designed to appeal to and attract an audience.

• Layout and design - each piece of print media has technical conventions. But can also include the use of colour, font style, text positioning and size. Audiences will expect consistency - magazines have a house style, companies use iconography and other visual codes, there are genre conventions.

Technical Codes

• Photography and camera shots - choice of shots communicate meaning as well as visual codes of person/object.

• Lighting - choice of lighting set-ups can communicate meaning.

Technical Codes

• Use of colour - audiences connotate meanings with different colours.

• Graphics - choice of graphics, size, shapes, colours, positioning all communicate different meanings.

• Post-production techniques - images can be manipulated in software for different reasons and meanings.



• Lighting

• Use of colour

• Graphics



Task 1 - Technical Codes• Analyse the technical codes of the perfume adverts (use one pen colour) and what meaning is being

suggested.

• Consider the layout and design


• Lighting

• Use of colour

• Graphics



Visual Codes

• Messages are encoded by…

• the media producers

• Messages are decoded by

• the audiences

• Polysemic - Texts have more than one meaning contained within them and therefore can be interpreted in different ways

Visual Codes• Media texts can transmit meanings to an audience through visual codes.

• Clothing - genre conventions, can communicate a meaning quickly for instant effect and message

• Facial Expression - facial expression works with shot types and mode of address to communicate meaning.

• Gesture - made towards audience or somebody/something else.

• Technique - using connotations to create meaning. E.g. black and white photography may suggest sophistication. Soft focus may be romantic and emotion.

Visual Codes!

• Colour - connotations and also target audience, particularly gender.

• Iconography - objects, setting and backgrounds within a media text can be analysed for meaning. Icons have denotation meanings and connotation meanings.

• Images - always been placed for a reason, what do they mean?

• Graphics - also have significance, text may coney information, font may have a meaning and clues to genre.

Mode of address• Register - The spoken or written register of a media text is the range and variety of

language used within the text. This will change according to the purpose of the text and its target audience.

• Informal - use of slang, colloquial vocabulary and personal pronouns to engage target audience.

• Formal - use of complex vocabulary and writing style.

• Direct - subject of the text directly communicates with the audience. Make audience feel more involved, often persuading us to look and listen.

• Indirect - subject of the texts interacting with each other rather than the audience.

TA S K 1 - T E X T U A L A N A LY S I S

1. Annotate the two print advertisements

2. Produce a response to each of the following;

• Technical codes

• Visual codes


TA S K 2 - A U D I E N C E

1. Identify a potential target audience for one of the advert

2. For the other advert, explain how the target audience has been targeted.

A D V E R T I S I N G C A M PA I G N S

• Run by an advertising agency, this incorporates all the ways in which the product is promoted - print advertisements, packaging, radio, TV, internet.

• Often the following are used consistently throughout the campaign;

• Slogan - a catchy phrase that is memorable and thus becomes associated with the product.

• Enigma - a mystery contained within the advert that makes the audience curious.

A D V E R T I S I N G C A M PA I G N S

• Product endorsement - The use of celebrities, members of public, experts are used to say how good the product is. If the endorser is admired and believable, the audience may be persuaded to buy the product. A celebrity of ‘the moment’ may be used as well.

• Iconic representation - An image of the actual product often appears in the advert to show the audience what it looks like.

• Unique Selling Point - Offering something different or extra in which competitors are not

P E P S I C A M PA I G N 2 0 1 0

R E S E A R C H TA S K - CAMPA IGN

Research an advertising campaign. Present it using Keynote or PowerPoint and include the following;

• Provide background information on the campaign - what brand stands for, what is the brand identity? logos, slogans etc and information on campaign, dates it launched, alongside an event? Is it a new product? Awareness campaign?

• Forms of advertisements used - examples of the print and moving image

• Provide annotations and analysis of each -

• campaign conventions

• technical codes

• visual codes

• mode of address

• use of language

• connotations

• Practice for Q1 • Representation of those people used • Audiences - how producers encode &

how audiences decodes

MS1MEDIA REPRESENTATIONS AND RESPONSES

MS1 EXAM MEDIA REPRESENTATIONS AND RESPONSES

Aims

1. Demonstrate knowledge and understanding of media concepts, contexts and critical debates.

2. Apply knowledge and understanding when analysing media products and processes, and when evaluating their own practical work, to show how meanings and responses are created.

• Two and a half hours, assessing AO1 and AO2. This will consist of three questions: Question 1 requires an analysis of an audio/visual or print-based extract (40). Questions 2 and 3 will be based on representation and audience issues (30 and 30).


Textual Analysis

• Genre and conventions

• Narrative

• Technical codes for moving image and print

• Use of language and mode of address


Representations

• The role of selection, construction and anchorage in creating representations.

• How media texts use representations and the effect those representations may have upon audiences.

• The point of view, messages and values underlying those representations.

• Study a range of examples that include representations of gender, ethnicity, age, issues, events and regional and national identities.


Audience responses

• The ways in which audiences can be categorised.

• The ways in which the producers of media texts construct audiences and users.

• How audiences and users are positioned.

HOW WE APPROACH MS1 PRINT MEDIA• Magazine front covers

• Print advertisements

• Film posters

• Website pages

• Newspapers

• CD covers

• Computer game covers

Key Concept

Semiotics!The theory and description of sign systems. !

Examination of the way signs are produced, disseminated and consumed.

But what actually is it?

Denotation (Signifier) Connotation (Signified)

Denotation

The literal or primary meaning of something.

Connotation

An idea or feeling that something invokes for a person in addition to its literal or primary meaning.

• Our perception of reality is influenced by the words and signs we use.!

• We don’t just label the world, we give it meaning through our words and therefore construct it.!

• We give things their meaning, they do not have it implicity.!

• The media have a huge impact in constructing these meanings.

Semiotics

How can we use semiotics to understand media texts?

• We are exposed to so many different images because of the media.!

• Do the media construct connotations and meanings?!

• Do they use denotations and connotations to create meanings and provoke a reaction?!

• Signs position their audience in particular modes of appreciation and understanding, just as audiences themselves comprehend signs in particular ways. !

• Semiotics looks at how signs are used, accepted and rejected and this suggests the tastes and desires of wider society!

• Denotation - What you see?!

• Connotation - What does it mean, what is its purpose, how does it position the audience?

RESPONDING TO MEDIA TEXTS

• Media texts are constructed in order to place audiences in a particular position in relation to that text.

• Audience positioning concerns the relationship between the text and the responses an audience may have to the text.

• The producers of the texts encode the texts with signs and denotations and audience decode these signs with connotations and messages.

• Different audiences will decode the same texts in different ways and will therefore have a different response.

• In the exam you may be asked to discuss how media texts position audiences.

ACTIVE VS. PASSIVE

Active Audience

• This describes an audience who responds to and interprets the media texts in different ways and who actively engages with the messages.

Passive Audience

• This describes an audience that does not engage actively with the text. They are more likely to accept the preferred meaning of the text without challenge. This also suggests that passive audiences are more likely to be directly affected by the messages contained within the text.

Technical Codes Purpose?!How this has constructed national identity representation

Audio Codes Purpose?!How this has constructed national identity representation

Visual Codes Purpose?!How this has constructed national identity representation

Web PagesKey Features & Textual Analysis

Key Features of Web Pages

• Navigational features - these are displayed clearly on the web page in order to help the user to move easily around the site."

• Title/banner headline - this works in the same way as headlines in magazines and newspapers do - it draws in the audience. If the headline is, e.g. the name of a band, then the font style of the banner may give a clue to the music genre.

Key Features of Web PagesFlash elements - these are the animations and moving elements of the site, including roll overs. Roll overs - when user places the cursor over an item and it changes; colour, size, image.

Key Features of Web Pages

Banner advertisements - these, along with pop-ups are the most common form of internet advertising and appear at the top of the web pages. These will sometimes be examples of contextual advertising and therefore be more successful. Contextual advertising - This a form of targeted advertising where, as a result of the information the user has entered on the site, a related advert will appear. These may encourage users too click to either go to new site or full advert.

Key Features of Web Pages• Multimedia features - websites will use a

mixture of text, images and sound."

• External web links - an image or a key word that will take the user to another page of website."

• Interactive features - these are the elements of the website that allow the user to become involved with the site through blogs, forums, surveys, email opportunities, etc. This feature may encourage the user to return regularly to the site as their involvement develops.

Technological Convergence

• Technological Convergence - One institution / company may use a range of different technologies as a media platform. "

• Media platform - This is a range of different ways of communicating. e.g. television, newspapers, social networks etc."

• Using technological convergence, broadens and extends their audience range."

• Consider the features used by Kerrang! to attract users.

Textual analysis approach for print

• When you first discover out the type of print media you have for your stimulus material."

• This can direct your analysis approach, as you should be considering how the bullet points (technical codes, visual codes, conventions of text, genre, narrative, language and mode of address) contribute and construct the purpose of the media.

Textual analysis approach for printWhat are the purposes of;!

• Magazine front covers!

• Print advertisements!

• Film posters!

• Web pages!

• Newspapers!

• CD covers!

• Computer games covers

Textual analysis approach for print

You also need to use the conventions and features of each of these texts; making sure you use key terminology and suggest discuss the bullet points within the conventions.

Textual Analysis

Annotate the Saga Magazine website commenting on;

• Visual codes

• Genre


• Visual codes - clothing, facial expression, gesture, technique, colour, iconography, images, graphics

• Genre - construction of genre of lifestyle magazine

• Language and mode of address - the advertisement needs to ‘speak’ to its audience. Choice of language/register/lexis. Informal or/and formal? Direct or/and indirect?

• POINT - The Saga Magazine website uses a banner advertisement uses the visual codes of facial expressions and graphics to appeal and encourage purchase."

• EVIDENCE - The Glasses Direct advert is positioned at the top of the page, the photograph includes iconic representation as a middle-aged man and woman are endorsing the spectacle products. The ad is promoting a ’50% off’ promotion, the arrow next to the title encourages the user to click as it is an external web link. The ‘shop online’ lexis suggests greater accessibility and can be done at that moment."

• DEVELOP - The advert is addressing the users and audience of the magazine, who are aged 50+. The middle-aged models suggest who should be wearing the glasses, the happy facial expressions suggest quality and satisfaction of the spectacles. This may appeal to this audience, particularly, as it is said that eyesight gets worst with age, but it can be conquered cheaply as Glasses Direct are offering a large percentage of of their products.

W E B PA G E F E AT U R E S

• Navigational features!

• Title/banner headline!

• Flash elements & Roll overs!

• Banner advertisements & Contextual advertising!

• Multimedia features!

• External web links!

• Interactive features!

• Technological Convergence & Media platform

Textual analysis qu1

Education

Transcript of Textual analysis qu1